The document discusses the marketing revolution driven by new digital channels, big data, and a focus on customer experience. Marketers must adapt to these disruptive changes by deeply engaging customers through social media and conversations, leading organizational change, and leveraging data to improve performance and prove ROI. The key imperatives for marketers are to engage customers, lead in their organizations, and perform by unleashing the power of data.

2. #b2bnl

3. STATE OF THE MARKETING REVOLUTION:
A REPORT FROM THE FRONTLINES
State of the Marketing Revolution: A Report From the Frontlines | Presented by Lisa Arthur, CMO 3

4. marketing Accountability
CHANGE
DISRUPTIO
Big data
Customer
Business models
N
experience
ROI
DIGITAL CHANNELS
State of the Marketing Revolution: A Report From the Frontlines 4

5. THE REVOLUTION IS REDEFINING MARKETING
State of the Marketing Revolution: A Report From the Frontlines 5

6. RAPID RISE OF SOCIAL MEDIA
HOW CUSTOMERS
Learn Share Shop Connect Experience
2004 2005 2006 2007 2008 2009
FACEBOOK YOUTUBE TWITTER IPHONE GROUPON FOURSQUARE
State of the Marketing Revolution: A Report From the Frontlines 6

7. NEW ERA OF DEEP CUSTOMER ENGAGEMENT
% will spend will pay
50 more 84 % 5% more
% will pay will switch to
56 10% more 89 % a competitor
Source: RightNow Technologies, 2011
State of the Marketing Revolution: A Report From the Frontlines 7

8. THE NEED FOR COMPELLING CUSTOMER EXPERIENCE
CREATING MORE COMPELLING CUSTOMER
EXPERIENCES CITED AS BIGGEST DRIVER OF CHANGE
40 37%
35
27%
25
20
18% 17%
15
10
5
1%
0
Need to Drive to Streamline Integrating Creating Compelling
Prove ROI Digital Internal Channels Customer Experiences
Operations
Aprimo CMO Survey, 2011
State of the Marketing Revolution: A Report From the Frontlines 8

9. WHAT’S CAUSING DISRUPTION IN MARKETING?
Integrating Digital Channels
Big Data
Social Media
Need to Prove ROI
State of the Marketing Revolution: A Report From the Frontlines 9

10. CONVERGENCE AROUND THE CUSTOMER
CUSTOMER
BIG RELATIONSHIP
DATA MANAGEMENT
SOCIAL ANALYTICS &
MEDIA DECISIONING
DATA
MANAGEMENT
REAL-TIME MOBILE
INCENTIVES APPLICATIONS
State of the Marketing Revolution: A Report From the Frontlines 10

11. CUSTOMERS DRIVING ENGAGEMENT
State of the Marketing Revolution: A Report From the Frontlines 11

12. THE WORLD’S DATA IS GROWING 50% A YEAR
AND MORE THAN DOUBLING EVERY 2 YEARS
1.5 MILLION DATA-LITERATE WORKERS NEEDED
State of the Marketing Revolution: A Report From the Frontlines 12

13. NEW BREED OF DATA-DRIVEN MARKETER
82% REPORTED IMPROVEMENT
IN MARKET SHARE
State of the Marketing Revolution: A Report From the Frontlines 13

14. TOOTHPASTE IS DATA…
State of the Marketing Revolution: A Report From the Frontlines 14

15. THREE MARKETING REVOLUTION IMPERATIVES
ENGAGE
ENGAGE CUSTOMERS WITH CONVERSATIONS
LEAD
MARKETERS MUST BE CHANGE AGENTS
PERFORM
UNLEASH DATA TO POWER MARKETING PERFORMANCE
State of the Marketing Revolution: A Report From the Frontlines 15

16. THANK YOU.
State of the Marketing Revolution: A Report From the Frontlines | Presented by Lisa Arthur, CMO 16