© 2017 Jones Lang LaSalle IP, Inc. All rights reserved.
Martech: the stack, the hacks and me
How does a non-technologist make the stack work for them?
Kimberly NelsonHead of Marketing Operations, APAC - JLL
2
Rapid Explosion of Martech
Source: chiefmartec.com
© 2017 Jones Lang LaSalle IP, Inc. All rights reserved. 3
Mind the GapMarTech Utopia vs Business Reality
4
Centralized vs Decentralized
5
JLL Shift to Hybird
7
Additional Considerations
• Is it aligned with company IT roadmap and security policies?
• Do you have the bandwidth to implement and drive adoption?
• Are there consistent requirements across markets?
• Long term funding?
• Enterprise solution vs off the shelf?
8
MQL – Marketing Qualified LeadSAL – Sales Accepted LeadSQL – Sales Qualified LeadCRM – Customer Relationship ManagementCMS – Content Management System
Demand Generation Infrastructure
Account Based
SEO Paid Search
Public Relations
RetargetingProgram
Advertising
Paid SocialListening & Monitoring
Social Sharing
Soci
alM
edia
Sear
ch
INBOUND ACTIVITY
Content delivery
Tagged Web Traffic
Targeting with JLL and 3rd party data
Employee Advocacy
OLMs
Physical Events
Virtual Events / Webinar
Build Awareness
Nurture Conversion
OUTBOUND ACTIVITY
Even
tsC
ampa
igns
Client Comms
Surveys
Emai
l
DATA MANAGEMENT
ListAcquisition
Governance EnrichmentDe-dup. / Cleanse
Social Data
Sales Initiated Email
• Marketing supplied templates
• Tracking with Eloqua/Outlook plugin
Sales Collateral
Proposal and RFP Content
• Proposal generator• Pitch and proposal integrator• Connect / JLL Intranet
Sales Enablement Software
Business System
• Business won• Financials
Preference Center
Digital Body
Language
Uploaded Lists
Marketing Database
MARKETING AUTOMATION
Gated ContentUngated Content
IP Based Account Data
• Resource Tagging• Event Tracking• Progressive Profiling• Social Sign-on• Form
Standardization
JLL.comLanding pages/
Interactive Reports
Property Listings
Blogs / Microsites
Gating Process
Metrics
DIGITAL PLATFORM
Client Portals
CMS
Sales Data
Account Data
Contact Data
CRM SYSTEM
Tele Nurture
Sales Team
Opportunities and Sales
Closed Loop Feedback
MQL + Lead Score
SAL + Lead Score
SQL
Best-in-Class
• Acquired Contacts• Digital Body Language
Lead Qual.
Process
Website Personal-
ization Predictive Analytics
Business Intelligence
Web Analytics
Tag Manage-
ment
ANALYTICS
Digital Body Language
View
Marketing Dashboard
Sales Dashboard
Web Dashboard
10
Conduct Tech Audit
different vendors
types of technology
Multiple redundancies, no one is communicating
CS Demand Generation Infrastructure
Soci
alM
edia
Sear
ch
INBOUND ACTIVITY
OUTBOUND ACTIVITY MARKETING AUTOMATION CRM SYSTEM
Sales Dashboard
Marketing Dashboard
Tagged Web Traffic
Closed Loop Feedback
• Acquired Contacts• Digital Body Language
Even
tsC
ampa
igns
Metrics
• Marketing supplied templates
• Tracking with Eloqua/Outlook plugin
WEBSITE PLATFORM
Emai
l
Technology Partners
TBD TBD
TBD TBD
TBD
Content delivery
DATA MANAGEMENT
TBD TBD
Social Data
ANALYTICS
Web Dashboard
TBD• Proposal generator• Pitch and proposal integrator• Connect / JLL Intranet
AQL – Automation Qualified LeadMQL – Marketing Qualified LeadCRM – Customer Relationship ManagementCMS – Content Management System
• Business won• Financials
CMS
Already IntegratedPartially Integrated / Plans to Integrate in 2018Integration not currently on the roadmapProduct still being evaluated
Targeting with JLL and 3rd party data
TBD
© 2017 Jones Lang LaSalle IP, Inc. All rights reserved. 12
How did we implement?
Tech EnhancementTech Acquisition
ProcessPeopleRetired
© 2017 Jones Lang LaSalle IP, Inc. All rights reserved.
No one has all the answers
Who owns MarTech?§ IT provides corporate perspective
and technical expertise.
§ Marketing operations provides business perspective and marketing expertise.
§ Collaboration will accelerate strategy achievement.
Know your strengths
MarTech ROI
• How to evaluate new investments?
Beware of the shiny new toyIs it a need or a want?
19
Less is Always More
© 2018 Jones Lang LaSalle IP, Inc. All rights reserved. 20