unleashing the power of modern marketing
TRANSCRIPT
Unleashing the Power of Modern Marketing
Hitu Chawla, Director Enterprise Marketing, Microsoft India
July 29, 2016
Unleashing the Power of Modern Marketing
The Rise of the Chief Marketing Technologist
Are we ready to evolve from a
CMO CMTO?
February 24, 2008
“Chief marketing technologist” 345 matches
8,090,000 results
Let me share with you the story of a guy
named Mayur.
Reference : Neo of the Marketing Matrix by Scott Brinker @chiefmartec
Java Developer
Mayur started his career as a Java developer.
Reference : Neo of the Marketing Matrix by Scott Brinker @chiefmartec
Java Developer
Senior Java Developer
He was very good, and he was soon promoted.
Reference : Neo of the Marketing Matrix by Scott Brinker @chiefmartec
Java Developer
Senior Java Developer
Enterprise Architect
He was then promoted to an Enterprise Architect, managing his own team.
Reference : Neo of the Marketing Matrix by Scott Brinker @chiefmartec
Java Developer
Senior Java Developer
Enterprise Architect
Senior Architect
He was promoted again and his responsibilities
and team grew.
Java Developer
Senior Java Developer
Enterprise Architect
Senior Architect
Technology Director
He rose to become a Technical Director, with significant influence and authority over the technology of the business.
Reference : Neo of the Marketing Matrix by Scott Brinker @chiefmartec
Java Developer
Senior Java Developer
Enterprise Architect
Senior Architect
Technology Director
?
Now take a guess. What was Mayur’s next position?
Reference : Neo of the Marketing Matrix by Scott Brinker @chiefmartec
An executive role in software development
or IT, perhaps?
Reference : Neo of the Marketing Matrix by Scott Brinker @chiefmartec
An executive role in software development
or IT, perhaps?
Reporting directly to the CTO or the CIO?
Reference : Neo of the Marketing Matrix by Scott Brinker @chiefmartec
An executive role in software development
or IT, perhaps?
Reporting directly to the CTO or the CIO?
Good guesses…
Reference : Neo of the Marketing Matrix by Scott Brinker @chiefmartec
Mayur is the Global Head of Marketing Technology &
Innovation at Kimberly-Clark.
Reference : Neo of the Marketing Matrix by Scott Brinker @chiefmartec
Mayur works in Marketing and Advertising. Ultimately, he reports up to the CMO.
Reference : Neo of the Marketing Matrix by Scott Brinker @chiefmartec
Not what you expected?
Reference : Neo of the Marketing Matrix by Scott Brinker @chiefmartec
I could have given you a hint that he previously worked for SapientNitro, a leading interactive agency.
Reference : Neo of the Marketing Matrix by Scott Brinker @chiefmartec
But before any agency stereotypes colored your perceptions, I wanted to emphasize his
technical credentials.
Reference : Neo of the Marketing Matrix by Scott Brinker @chiefmartec
But before any agency stereotypes colored your perceptions, I wanted to emphasize his
technical credentials.
Mayur is a bona fide software architect.
Reference : Neo of the Marketing Matrix by Scott Brinker @chiefmartec
So what’s he doing in marketing?
Reference : Neo of the Marketing Matrix by Scott Brinker @chiefmartec
Marketing Technology
Marketing Technologists
Mayur exemplifies a new kind of marketing professional: a marketing technologist.
Reference : Neo of the Marketing Matrix by Scott Brinker @chiefmartec
Marketing Technology
Marketing Technologists
Mayur exemplifies a new kind of marketing professional: a marketing technologist.
A marketer who understands technology.
Reference : Neo of the Marketing Matrix by Scott Brinker @chiefmartec
Marketing Technology
Marketing Technologists
Mayur exemplifies a new kind of marketing professional: a marketing technologist.
A marketer who understands technology.
A technologist who is passionate about marketing.
Reference : Neo of the Marketing Matrix by Scott Brinker @chiefmartec
But why do we need Marketing Technologists, anyway?
Reference : Neo of the Marketing Matrix by Scott Brinker @chiefmartec
21% of CEOs think technical expertise is a top 3 CMO skill
Only 13% think agency experience is
Digital is the New Buzz!
Can Technology be that Change
Agent?
↑ Sales Ready Lead
ↆ # of Lost Opportunities
↑ Customer Satisfaction
Automate Internal Processes…
Technology as the Change
Agent?
Scenario 1: Data-Driven Targeting
Scenario 1: Data-Driven Targeting
•Right person – person who is a potential buyer
•Right message – relevant message
•Right time – person who is ready to engage with sales
Targeting the Right Individual(s)
Sales Ready 15%
Not Sales Ready 60%
Junk 25%
Sales Ready 15%
Not Sales Ready 60%
Junk 25%
Being a ‘Social Seller’
1. “Have leveraged LinkedIn Sales Navigator (LSN) to identify key CXOs within my accounts and track their daily activities with alerts delivered right into
my Inbox. When Founder of XX Consulting liked one of our Azure blogs, I instantly
reached out to him and today we are looking at closing a $50K Azure order and initiating an engagement on Azure ML.
2. LSN also helps you track key contacts, keep a tab on the business and trends. XX Pvt. Ltd. was rated as one of the best workplaces to work for. I reached
out to the CHRO to congratulate them and talk on further improving productivity which has led to renewed interest by their team in evaluating O365.
3. XX Inc. Sales head reached out to me asking for a discussion around CRM after seeing one of my posts on Dynamics.
4. I have followed people on Twitter and have had them follow back as they found my
tweets timely and relevant. The CTO at XX Systems started following me on Twitter which led to our first meeting.”
.
S. MERCHANT Sales Manager @
Microsoft
Social Advocacy
Engagement Approach : Peer to Peer
The Right Experience to deliver that Right Message
Future Unleashed : Flagship CXO Summit
MAHINDRA SMART
CONNECTED CAR
India Services Solutions Win
Showcase:
• Augmented Reality – Auto
Hotspot with X-ray views
• SUVerance Solution:
Collaborative Discovery, 3D
Visualizations and SUV
customization
• ‘With you Hamesha’ portal
showcase: Real-time car
health and trip information
Immersive Experience Zone: Auto
AMWAY SMART RETAIL
India Services Solutions Win
Showcase:
• Catalogue Application: QR
code scanning and Sales
Assist Catalogue Application
• Smart Table: Aiding product
discovery and engagement
• Virtual Makeover Application:
Kinect based customer
engagement solution that
supports product selection
through buying
Immersive Experience Zone: Retail
Relevant Content 115 Breakouts, By Industry, Key Trends & Specific Role Types
Outcome
ENGAGEMENT : 3040+ CXOs, Govt. Elites,
Influential Leaders, +300,000 Virtual Attendees
7%
42%
5%
11%
18%
3%
3%
7% 4%
EMS
Dynamics
Tools Other
SQL/Power
Server (Win
Window
O365 (& Office)
Azure
Pipe Accelerated $YM
Net New Pipe : $XM
SOCIAL : #FutureUnleashed trended #1
100M Reach, 33K Engagements, 15K
Conversations
MEDIA:
600+ Media Stories
22 Front Page Stories 9 Mast-head Exposures
ADVOCACY : 65 Customer Speakers
Technology as the Change
Agent?
Scenario 2: Predict & Personalize
Standard Nurture
Pause 2 Days
Has Prospect Clicked
No Yes
Send Case Study1 | Request for a call
End
Pause 3 Days
• Start
• Send Introduction Mail
• Pause 2 days
• Send Whitepaper 1
•
•
•
•
•
•
•
•
Send Case Study 1
End Open 14%
Predict & Personalize
Behavior Nurture
Predict based on actual Buying Behavior & Behavior Nurture
• Web behaviors
• Purchase behaviors
• Social behaviors
• Content consumption
• Specific email interactions
• Offline behaviors
Open 3%
Shoot & Hope
↑ 5X Lift
Once you have Predicted… Personalize Engage one-to-one
Is Email Marketing Still Effective?
• Every $1 spent on email marketing businesses see an average return of $44
• Of the 91% unsubscribing from email 46% cite irrelevant messages as the reason
• Personalized emails generate 6x higher transaction rates (than non-personalized
messages)
• Yet 70% of brands still fail to customize their email marketing campaigns
Subject Line : "Eek -- something you like is almost sold out!"
Your Friends at Myntra
Hello Ms. Agarwal,
I see that you have demonstrated interest in our Marketing Automation Software. In order to help you discover how Microsoft Dynamics Marketing (MDM) can benefit you, I would like to set up a 15min call to go over your current Marketing Environment.
I can then make specific recommendations on how MDM can drive huge marketing results and act as a force multiplier for your sales team.
Would you be available next Friday at 10AM or Monday 1PM? If not, is there any other time that works best for you
Regards, Hitu Chawla | Enterprise Marketing Lead | Microsoft India (() +91 124 415 8000 | (È) +91 9873 184913 |
Follow-up 1
Hello Ms. Agarwal,
Just Following up on the mail I sent a week ago in regard to setting up a brief call to learn about your current Marketing strategy and discuss how MDM can boost your efforts and drive higher campaign ROI
To give you a sense in how effective MDM is in driving higher conversions from marketing pipe, I have attached for your reference a case study of one our largest FMCG customers, who is in similar business as yours on how they have converted their marketing campaigns effectiveness and now contributing ~11% to companies overall revenue
Since we haven’t connected yet, would this Monday at 1PM work for a brief call? Or please feel to propose a time that best works for you
Regards, Hitu Chawla | Enterprise Marketing Lead | Microsoft India (() +91 124 415 8000 | (È) +91 9873 184913 |
Follow-up 2
Hello Ms. Agarwal,
Given our inability to connect, in order to best meet your needs as well as make it easy for you to respond, please click on the Option below that most closely describes your thoughts on MDM:
Option 1 : I am going to purchase a marketing automation solution, and want to learn why I should select MDM. Option 2 : I am investigating marketing automation, and want to learn more about the benefits of MDM. Option 3 : I am note ready to investigate MDM, but please reach out next month. Option 4 : I am not interested in MDM, but like your marketing content.
Regards, Hitu Chawla | Enterprise Marketing Lead | Microsoft India (() +91 124 415 8000 | (È) +91 9873 184913 |
Follow-up 3