amy mackey walker - sydney | melbourne | singapore · amy walker head of growth mitchell mackey...
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MITCHELL MACKEYAPAC Marketing DirectorAnsell
AMY WALKERCo-Founder & Head of GrowthCooperate
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How better Marketing Operations makes us better Marketers.
Amy WalkerHead of Growth
Mitchell MackeyMarketing Director
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“By 2020, 90% of brands will practice at least one form of marketing personalisation.
However, content - not data - will be the bottleneck and primary cause of failure.”-Gartner
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The bottleneck.
20102000199019801970 2020
Bottleneck
Budget & Resources
Channels,Markets,Personas
Content Volume
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1965
Distribution
Only 3 TV channels and one hour of advertising space for all to compete for.
2007
Multiple Channels
The problem became creating enough content to cover all the channels you distribute to.
2018
Personalisation
Not only creating specific content for channels, but specific content for customer personas across those channels.
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As marketers, we’re investing billions in personalisation technology.
But we rely on archaic tools to feed these platforms...
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Visualise your brands customer journey, deliver great content at each stage of that journey and see how it all performs.
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Mitchell MackeyMarketing Director
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Stricter Privacy Laws
The GDPR privacy standard
changes the game for all us, not
only in Europe.
Too Much Content
Our customers are awash with
content across multiple
channels.
Demand For Quality
The demand for quality content
to fuel journey-driven marketing
has never been higher.
Marketing operations capabilities are modern marketing enablers.
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Our business goals
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To better fuel our sales, marketing and service front end engine with quality content, Ansell needs to:
Plan and execute global campaigns.
Efficiently request, collect and track approvals.
Provide resources to regional teams, while maintaining brand consistency and authenticity.
Inform agency partners of briefs and guidelines for campaigns.
Automate business processes and workflows.
Develop a calendar of record that encompasses all channels and can be easily disseminated.
Access data and insights of content and campaign performance across all executed channels.
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Multiplying
distribution
channels
What’s in our way?
We have great stories to tell, a practice of innovation, and great customer outcomes, providing a fertile ground for our great content. The challenges, however, are real.
Disparate teams
& inconsistent
outcomes
Regulatory
and legal
compliance
Organisational
and geographic
complexity
The problems we face
●Poor visibility into how content is produced and
distributed.
●Inconsistent infrastructure & governance.
●Limited abilities to measure our business impact.
●No easy way to manage approvals during content
creation process.
●Internal and external partners struggle to collaborate
effectively.
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Our challenging brand and business unit portfolio
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Current process challenges
It can takes us months to produce a newsletter.
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Current process challenges
We endeavor to track, manage and measure in Excel.
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We are crazy to still be trying to manage marketing operations with manual systems like email and Excel which require heroic efforts from individual team members.
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Ansell needs a single solution for our marketing operations.One platform to centralise all of our marketing operations, by bringing our people, processes and content into one place.
Centralisation ensures brand consistency, improves work efficiency and gives greater insight into marketing planning and activity.
Dashboard Overviews
Campaign Calendars
Centralised Planning
Team Alignment
Content Compliance
Streamlined Production
Digital Asset Management
Performance Insights
Enterprise Grade
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Bringing the upstream and downstream together. Our existing upstream tools are manual, and siloed from our downstream marketing stack - we need a platform which will not only manage our upstream marketing operations efficiently, but will also integrate with our downstream sales, marketing and service front end.
Plan
Collaborate Create Approve Distribute
Store
Advertising
Website
Analytics
Siloed Upstream Manual Tools
UPSTREAM TECHNOLOGY DOWNSTREAM TECHNOLOGY
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A holistic end-to-end environmentO
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Leveraging agile use cases to find the right solution.Ticking off a feature checklist was not going to tell us if a solution would do what we needed, so we adopted the agile method of ‘use cases’ to define the day-to-day process we needed to solve for.
Example: Marketing Planning ‘Use Cases’
●As a marketer, I would like to be able to plan and execute multiple
global and localised campaigns.
●As a marketer, I would like to collaborate with my colleagues all over
the world on local and regional marketing production and campaigns.
●As a manager, I want a simple way to manage my approvals and
see everything in one place.
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Agile Kanban Marketing Views
Approval Processes Agreed
Rapid Content Iterations
All Channels Connected to One System
Performance Reports for all Channels
Deploy Fast to Regions, Markets
Where does Ansell need to get to?
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Utilize the embedded Digital Asset Management functionality
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Moving from complexity to flow.
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Enabling productive, genuinely agile marketing.
Simple, yet Sophisticated Marketing Processes
The Right Team with an Agile Mindset
A Centralised Marketing Operations Platform
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Which aligns to and supports the customer journey.
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“It’s about efficientlymanaging our people, processes and content. Replacing complexity with sophistication.”
Takeaway #1
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“Buy-in from key stakeholders and the wider team is critical.”
Takeaway #2
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“Your solution must integrate with your Martech ecosystem.”
Takeaway #3
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“Get the boring stuff right, the basics, so you can focus on the exciting stuff.”
Takeaway #4
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“Link everything back to the customer journey.”
Takeaway #5