The Marketing and Finance Connection Liz Matthews Executive Director Corporate Brand and Purpose @LizziMatt

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75% want Brands to use personal info to improve their experience.

Source: Sirius Decisions, Forrester, Gartner, Kapost, McKinsey, PwC, Google/Ipsos

90% trust recommendations.

93% of B2B customers conduct their research on the internet leveraging search, video and social content.

12 content tactics Brands use to target and reach potential customers.

47% Nurtured leads make larger purchases than non-nurtured leads.

42% conduct a search using their mobile devices while in stores considering a purchase.

67% Buyer’s journey is now done digitally.

65% Abandon if the digital channel does not quickly provide what they want.

60% interact with brands in multiple channels.

79% use a smartphone to help with shopping.

Customers have re-defined how they engage with brands.

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This is changing the face of marketing…

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Conversion

Programmatic Content

CRM

SEO Marketing Automation

Social media

Gamification

Omni-channel

ROI

DMP

BI

Community

Personalization

Brand perception Emotional

connection

Big data

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Marketing has become the intersection of art and science.

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It is changing who we are having the conversation with.

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The CFO • Their role is evolving –

from number cruncher to big-picture thinker

• More than just managing the numbers to actually becoming one of managing expectations

• 50% say the #1 way they contribute is to advocate for growth-seeking breakthroughs

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So what if you have to talk to the CFO?

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Walk in their shoes. • Build relationships • Find common objectives • Create an open-book mindset

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• Focus on ROI – categorize the “soft” metrics

• Look at acquisition and retention • Balance short term and long term

Focus on the metrics that matter.

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Don’t get too hung up on the numbers. • Don’t get caught in ”direct-attribution”

• Numbers tell a story, but they may create the false illusion of cause and effect

• Keep it simple

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• Data-driven approach to procurement

• Look for points consolidation – even outside of marketing

• Collaborate

Look at savings as well as spending

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Tell a story – bring them on your journey. • Walk them through the entire effort –

not just the metrics • Have clear objectives and outcomes • Listen – some of the best ideas come

from outside of marketing!

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• Focus on the metrics that matter.

• Walk in their shoes.

• Don’t get too hung up on the numbers.

• Look at savings as well as spending.

• Bring them on your journey.

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Grazie

σας ευχαριστώ

Děkuji

谢谢

ありがとう

dank u

Danke

תודה

शुक्रिया

감사합니다

Obrigado

Gracias

Спасибо

Tack

ขอบคุณ

teşekkür ederim

cảm ơn bạn

Go raibh maith agat

Thank you! @LizziMatt

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Merci