Transcript THE MarketFirst Main PPT

Solving The Marketing Puzzle
A MarketFirst Overview for
DMA Attendees
Wednesday, April 6, 2016
Mark LeVell
Director, MarketFirst
Scott Sassone
DSM
Julie Bevacqua
Director Marketing
MarketFirst Key Topics
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1.
The Challenges of Marketing 2.0
2.
The Power of Cross-Platform Segmentation
3.
MarketFirst Product Overview
4.
Architecture
5.
Customer Results
6.
Support, Services, and Training
7.
Return On Investment Analysis
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Marketing 2.0 -Five Thoughts
1. Behavior not polls
2. Attention is expensive, Ads are cheap
3. Deliverability 2.0 -Ouch
4. Customer Control
5. Overworked Marketing
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© Copyright CDC Software 5
Marketing 1.0 -We Segmented on Large Clusters
Online consumers are more receptive to behavioral
targeting advertising than to contextual advertising, –
from 10 percent to 22 percent more – according to a
study of 2035 consumers conducted by Forrester.
Older Segmentation:
B2B: Industry, Title, Location
B2C: Gender, Age, Income
Aug 2007 Forrester Study of 2035 Consumers
Marketing 2.0 -Behavioral Segmentation is Complex…
B2C: In the past, ...people’s behavioral patterns were modeled by
gender, nationality/tribe/race, religion, economic status, profession,
and age group. But all this has changed. As people are
becoming gradually more individualistic, and as possibilities have
multiplied, people have become less and less definable as types.
Dan Herman, PhD The New Market Segmentation
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© Copyright CDC Software 7
Marketing 1.0 -Advertising was Expensive.
Marketing 2.0 -Attention is Expensive…
…how do you cut through?
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© Copyright CDC Software 8
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© Copyright CDC Software 9
Deliverability 2.0 -A Whole New Ball Game
26% Of Valid Opt-In Emails End up Being Lost in Blackholes or Spam Filters…
New Issues
 Authentication
 Reputation
 Throttling
 Bounce Categorization
 IP Black Holing
 Sender ID
 DK, DKIM
 Blacklisting / Whitelisting
 Feedback Loops
MarketingSherpa Business Technology Benchmark Guide 2007-2008
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© Copyright CDC Software 10
The Evolution to Customer Driven Marketing
Marketing 2.0 -The Customer Controls the process
Medium
Old Marketing
Marketing 2.0
Television
31% of our watching was ads
We Tivo through ads… or buy PPV
Radio
28% of our listening was ads
We buy XM and have none
News
Ads peppered our papers.
RSS Feeds give us exactly the news we want with no
ads. Papers are on the decline.
Email
We bought lists and spammed
Spam is illegal. Customer control the process and
opt-out if content isn’t pleasing.
Direct Marketing Telemarketers called us at
home at their convenience
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We go to websites when we want to. National Do-NotCall List and voice mail stops telemarketers.
Direct mail is substantially less read and less effective
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Marketing 2.0 -Creativity and Content are King
 Content stops opt-outs
 Creativity makes emails & websites go viral
 Interactivity Is Customer Intimacy
 Providing Value is what builds relationships
Creativity takes time.
Creativity buys attention.
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© Copyright CDC Software 12
Overworked Marketing
Getting Marketing 2.0 Attention using yesterday’s methods is laborious

Ads are easy to produce…
There’s so many places to put them…
So lets put them everywhere!

Much more old-school advertising is
required to get 2.0 Attention.

Shallow Campaigns require manual
effort. More time spent on execution
means less time spent on creativity
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© Copyright CDC Software 13
Overworked Marketing
The Least Automated of the Front-Office Domains = Marketing Budgets Wasted!
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Event driven, not process driven
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People dependent, not automated
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Hand measurement via Excel is the norm

Customer Behavior data not leveraged

Limited re-use of best practices

Inefficient manual methods

Execution focus, not creative focus
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© Copyright CDC Software 14
Marketing 2.0 -How do we SOLVE the Five Problems?
1. Track and Utilize Behavior?
2. Generate Attention and Free Creativity?
3. Accomplish Deliverability 2.0?
4. PUT the Customer In Control?
5. Free Marketing from Overwork?
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© Copyright CDC Software 15
Email
Actions
Website
Tracks
MarketFirst
allows
integrated
market
What Marketing
Systems
Exist Today?
Where is the
Unification?
segmentation
based
on all three
marketing data sources,
…simultaneously
Marketing
Databases
`
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© Copyright CDC Software 16
Targets / Customers
Web
pages
FAX
Email
Direct
Mail
SMS
Survey
Multi-Channel Communications
Multi-platform market
segmentation allows
deep campaigns based
on behavioral analysis
…delivered via personalized
communications via multiple
channels putting the
customer in control
Multi-Platform Segmentation
Website
Tracks
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Email
Actions
Marketing
Databases
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Campaign Types
How many
Campaign Types
are filling your
funnel?
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© Copyright CDC Software 18
Campaign Type 1: Static One-Shot Campaigns
 Uses: Occasional “one-off” notifications and simple campaigns
 Pros:
Simplicity—easy to throw together
Convenient for the marketing department
 Cons:
Not ready when the customer is
Not interactive, barely personalized –Often perceived as Spam
Opt-outs are High
Behavior is unutilized
Assumes all customers are educated to the same degree
1.
Marketer decides to
communicate
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2.
Marketer segments to
find large probable
cluster
3.
E-mail, fax, or direct
mail blast is sent
4.
Marketer gets 2% return,
measures and tracks the
campaign.
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Campaign Type 2: Perpetual Campaigns
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Objective: Improve campaign timing by automating
event-triggered multi-wave communications
Uses: Continually running campaigns, such as
post-sale surveys, referral incentives, up-sell
and cross-sell campaigns
Pros:
Ready when the customer is … not when
marketing is
Long lifecycle frees marketing for creativity
Definitely “Not Spam” - Higher Opt-In Rates
Hundreds of Campaigns can be all running
Based on Customer Behavior
Timing is Right
Interactive
1.
Customer completes
action (contact, search
term, download, sale, etc.)
2.
4.
Action triggers
appropriate campaign
Marketer measures ROI and
tracks the success of
marketing campaigns
3.
Relevant series of
e-mails, faxes, or
direct mails are sent
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© Copyright CDC Software 20
Campaign Type 3: Adaptive Campaigns
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Objective: Improve campaign relevance by adapting
campaigns to customer data and actions
Uses: Multi-wave campaigns that adapt progressively to
customer behaviors and responses
Pros: Creates more relevant, more successful campaigns:
creates more personal connection
Four Levels of Adaptability:
1. Variable Level (Mail merge)
2. Process Level (By e-mail/document)
3. By Section (Areas of document – Text and graphics);
4. By Language
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Guten Tag
Hola
Technical
Financial
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Campaign Type 4: Sales Nurturing Campaigns
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Objective: Give salespeople control
over campaign timing and targets
Uses: Campaigns triggered by sales
events or manually by salesperson
based on desired targets
Pros: Enables higher follow-through
rate of leads; creates channel of lead
flow back to marketing; reduces lead
leakage; frees salespeople to sell!
9 Month Nurture Campaign
“Lost Budget” ROI Focus Campaign
“Gone Dark” Campaign
“Never Achieved Contact”
“Going with Competition”
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© Copyright CDC Software 22
Campaign Types 5 & 6: Ops Campaigns & Service Campaigns
Ops Campaigns
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Objective: Streamline administrative tasks and feedback collection
Uses:
– Confirming and sending contract data
– Collections
– Automated Executive Thank-you Letters
– Customer satisfaction surveys
– Customer and product feedback management
Service Campaigns
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Objective: Streamline service processing and feedback collection
Uses:
– Confirming incident closure
– Post-incident quality of service (QoS) survey
– Major incident internal/partner notification
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Campaign Types
How many
Campaign Types
are filling your
funnel?
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© Copyright CDC Software 24
CDC MarketFirst: The First … for Almost a Decade
Results
1998
Marketing’s Reach
1. Mapping via Partner Technology
2. All future dates/features estimated only. CDC Software only provides guarantees of delivery,
contractually.
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1998
- Direct Mail and Fax
- Email Blasts
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CDC MarketFirst: The First … for Almost a Decade
Results
1998
2000
Marketing’s Reach
1. Mapping via Partner Technology
2. All future dates/features estimated only. CDC Software only provides guarantees of delivery,
contractually.
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2000
- E-mail Streams, Multi-wave Campaigns
- Graphical Campaign Designer
1998
- Direct Mail and Fax
- Email Blasts
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CDC MarketFirst: The First … for Almost a Decade
Results
1998
2000
2002
2002
- Web & E-mail Personalization
- Click-Through and Web Tracking
Marketing’s Reach
1. Mapping via Partner Technology
2. All future dates/features estimated only. CDC Software only provides guarantees of delivery,
contractually.
© Copyright CDC Software 27
2000
- E-mail Streams, Multi-wave Campaigns
- Graphical Campaign Designer
1998
- Direct Mail and Fax
- Email Blasts
© Copyright CDC Software 27
CDC MarketFirst: The First … for Almost a Decade
1998
2000
2002
Results
2004
2002
- Web & E-mail Personalization
- Click-Through and Web Tracking
Marketing’s Reach
1. Mapping via Partner Technology
2. All future dates/features estimated only. CDC Software only provides guarantees of delivery,
contractually.
© Copyright CDC Software 28
2004
- Web & E-mail Interaction, Progressive Profiling
- Qualification, Surveys, Feedback Management
2000
- E-mail Streams, Multi-wave Campaigns
- Graphical Campaign Designer
1998
- Direct Mail and Fax
- Email Blasts
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CDC MarketFirst: The First … for Almost a Decade
WEBSITE
NOW!
2006
- Real-Time Rep Notification via SMS/ E-mail
- Perpetual and Adaptive Campaigns
1998
2000
2002
Results
2004
2006
Marketing’s Reach
1. Mapping via Partner Technology
2. All future dates/features estimated only. CDC Software only provides guarantees of delivery,
contractually.
© Copyright CDC Software 29
2004
- Web & E-mail Interaction, Progressive Profiling
- Qualification, Surveys, Feedback Management
2002
- Web & E-mail Personalization
- Click-Through and Web Tracking
2000
- E-mail Streams, Multi-wave Campaigns
- Graphical Campaign Designer
1998
- Direct Mail and Fax
- Email Blasts
© Copyright CDC Software 29
CDC MarketFirst: The First … for Almost a Decade
2007
- Personalized Podcasts
- Personalized Video
2006
- Real-Time Rep Notification via SMS/ E-mail
- Perpetual and Adaptive Campaigns
1998
2000
2002
Results
2004
2006
2007
Marketing’s Reach
1. Mapping via Partner Technology
2. All future dates/features estimated only. CDC Software only provides guarantees of delivery,
contractually.
© Copyright CDC Software 30
2004
- Web & E-mail Interaction, Progressive Profiling
- Qualification, Surveys, Feedback Management
2002
- Web & E-mail Personalization
- Click-Through and Web Tracking
2000
- E-mail Streams, Multi-wave Campaigns
- Graphical Campaign Designer
1998
- Direct Mail and Fax
- Email Blasts
© Copyright CDC Software 30
Key Features of CDC MarketFirst
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Interactive, personalized, multi-step campaigns
“Lights out” nurturing campaigns
Segment and profile key prospects
Automatic qualification
Integrate online and offline campaign management
Data cleansing, surveys, promotions
© Copyright CDC Software 31
© Copyright CDC Software 31