More Related Content Similar to The Changing Marketing Software Landscape (20) The Changing Marketing Software Landscape2. Today’s Speakers
Dan Smith, SVP Marketing Suresh Vittal, VP
ClickSquared Forrester
@dsmithC2 @sureshvittal
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3. ClickSquared at a Glance
Background • Founded in 1999. Headquartered in Boston, MA
• Offices in Atlanta, Phoenix, London, Middlesbrough (UK)
• 160 total employees
What We Do • ClickSquared helps marketers acquire, engage, convert, grow and retain
customers by providing the tools, analytics, expertise and technology to
make smarter marketing decisions.
Value We Generate We enable greater prospect conversion, increased customer retention,
improved cross sell rates, enhanced loyalty and higher customer value
Why ClickSquared? • Broadest channel delivery capabilities, enterprise-class campaign
management tools, unique multi-audience database support, embedded
analytics, industry expertise, packaged programs and value-add marketing
services
Who We Do It For • 100+ innovative companies put their trust in ClickSquared for the design,
management, execution and measurement of their marketing programs.
• Admired brands include HomeAway, Hyatt, Dr Pepper Snapple Group, Lenovo,
East Coast Trains, Cutty Sark, Lorillard, Four Seasons, Greyhound, Capital One
Bank and The Boston Celtics
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4. The Changing Marketing Software
Landscape
Suresh Vittal, Vice President & Practice Leader –
Customer Intelligence
March 22, 2012
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2009
5. Agenda
Trends affecting marketers today
Marketing technology buying trends
The marketing technology landscape
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6. We have entered the “Age of the Customer”
Source: June 2011, “Competitive Strategy In The Age Of The Customer” Forrester report
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7. You want to compete? Get customer obsessed!
Nimble, emphasizing speed over strength
Flexible, valuing versatility over lock-in
Global, embracing worldwide supplies, demands, and markets
Smart, providing information-rich services over dumb products or
transactions
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8. Customer obsession: a definition
A customer-obsessed company focuses its
strategy, its energy, and its budget on
processes that enhance knowledge of and
engagement with customers and prioritizes these
over maintaining traditional competitive barriers.
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10. 2. Spend shifting online.
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11. 3. Figuring out social media.
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12. 4. Mobile.
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15. 8. Technology is core.
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16. Agenda
Trends affecting marketers today
Marketing technology buying trends
The marketing technology landscape
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17. Five buying groups emerge with distinct needs
Focus on all aspects of
Marketing marketing. Key areas include All functional areas are
leadership measurement, strategy and equally important
marketing optimization
Focus on building the brand and Interested in brand
creating compelling brand measurement, asset
Brand marketers content. Work with agencies, mgmt, creative design
media buying firms, and creative
shops
Interested in analytics,
Relationship Emphasize customer insight campaign management,
marketers development and d2c segmentation and offer
communications management
Interested in finance
Central organization that management, collaboration,
Marketing focuses on budgets, processes, production and fulfillment
operations vendor relationships, and management, and asset
fulfillment. management
Interactive Focus on interactive and emerging Web analytics, search,
media strategy email, ad targeting, and
Marketers
optimization
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18. Marketing budgets fund technology spend
Source: April 2011 “Understanding The Marketing Technology Buying Process” Forrester report
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19. Marketing is an active participant in technology
selection
Source: April 2011 “Understanding The Marketing Technology Buying Process” Forrester report
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20. Costs heavily influence technology selection
Source: April 2011 “Understanding The Marketing Technology Buying Process” Forrester report
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21. Business case makes it a hard sell internally
Base: 137 Global Customer Intelligence professionals
Source: April 2011 “Understanding The Marketing Technology Buying Process” Forrester report
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22. Lower costs and reduced dependence on IT drive
outsourcing
Source: March 2009 “Understanding The Marketing And IT Relationship” Forrester report
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23. Outsourcing is a popular option for all companies
Source: April 2011 “Understanding The Marketing Technology Buying Process” Forrester report
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24. Outsourcing decisions are driven by cost
Source: April 2011 “Understanding The Marketing Technology Buying Process” Forrester report
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25. Look for technology and integration expertise in
outsourcing partners
Source: April 2011 “Understanding The Marketing Technology Buying Process” Forrester report
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26. Agenda
Trends affecting marketers today
Marketing technology buying trends
The marketing technology landscape
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27. Acquisitions add to the challenges facing Customer
Intelligence professionals
Source: July 2011 “Acquisitions: Another Disruptive Force For Marketing Technologists” Forrester report
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28. The major categories of marketing technology
software remain the same
Source: February 2012 “Revisiting The Enterprise Marketing Software Landscape” Forrester report
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29. But there is increasing convergence in marketing
management solutions
Source: February 2012 “Revisiting The Enterprise Marketing Software Landscape” Forrester report
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30. The enterprise marketing platform has four primary
categories
Enterprise marketing platform
Example vendors: Aprimo, IBM, Infor, Neolane, Oracle, SAP, SAS
Marketing management Brand management Relationship marketing Online marketing
Capabilities: Capabilities: Capabilities: Capabilities:
• Performance • Collaboration • Campaign management • Email, mobile, and social
management • Marketing resource • Segmentation • Web analytics
• Plan and calendar management • Predictive modeling • Web interaction
• Budget management • Marketing asset • Lead management optimization
• Marketing mix modeling management • Event-based marketing • Ad targeting and
• Forecasting • Distributed marketing audience buying
Example Vendors: Example Vendors: Example Vendors: Example Vendors:
Accenture, Hudson River Adam Software, Alterian, ClickSquared, Adobe, ClickSquared,
Group, Marketing BrandMaker, Direxxis, Conversen, Eloqua, Entiera, ExactTarget, HP
Evolution, Marketing Distribion, Orbis Software, Pitney Bowes (Autonomy), IBM
Management Analytics, Saepio (Coremetrics), Responsys,
ThinkVine X Plus One
Source: February 2012 “Revisiting The Enterprise Marketing Software Landscape” Forrester report
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31. Management: Process & planning
Marketing performance systems align marketing
investments to objectives and performance.
Marketing resource management systems create
a central location for defining marketing
objectives, planning and related processes.
Marketing management technologies:
Marketing management technologies:
•Improve marketing efficiency
•Improve marketing efficiency
•Lack analytics and performance management capabilities
•Lack analytics and performance management capabilities
•Will be delivered as features of larger enterprise application
•Will be delivered as features of larger enterprise application
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32. Brand: Collaboration & creative
Digital asset management solutions manage the
creation, management, and distribution of rich
media assets.
Larger players from the enterprise content
management, digital asset management, and
distributed marketing have begun to position
themselves in this space.
Brand management technologies:
Brand management technologies:
•Manage the marketing assets within and beyond the corporate office
•Manage the marketing assets within and beyond the corporate office
•Fail to help marketers understand asset performance
•Fail to help marketers understand asset performance
•Will be subsumed by marketing management vendors
•Will be subsumed by marketing management vendors
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33. Relationship: Analytics and campaign management
Campaign management and marketing
automation systems enable the targeting and
selection of customers for direct marketing
campaigns.
Business intelligence tools support targeting,
segmentation, and predictive analysis of
customer behaviors.
Relationship marketing technologies:
Relationship marketing technologies:
•Provide campaign automation and analytics capabilities
•Provide campaign automation and analytics capabilities
•Must deliver flexible delivery models — on-premises, on-demand, and
•Must deliver flexible delivery models — on-premises, on-demand, and
hybrid options — and facilitate easier customization
hybrid options — and facilitate easier customization
•Will struggle to reach new generation of marketers
•Will struggle to reach new generation of marketers
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34. Integrated marketing process through cross-channel
campaign management
Source: February 2012 “Revisiting The Enterprise Marketing Software Landscape” Forrester report
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35. Interactive: Online outreach and optimization
Web analytics applications track website activity
and interactive programs centered on the
website.
Web interaction optimization tools employ
statistical testing methodologies to improve the
relevance of content and offers.
Online marketing technologies:
Online marketing technologies:
•Support online marketing activities including web analytics, messaging, ad
•Support online marketing activities including web analytics, messaging, ad
and audience management and web interaction optimization
and audience management and web interaction optimization
•Must move to offer broader, analytically capable suites
•Must move to offer broader, analytically capable suites
•Will consolidate into online marketing suites even as diversification
•Will consolidate into online marketing suites even as diversification
continues
continues
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36. Application Delivery Models
On Premise
Managed
Appliance
Hosted
SaaS
Cloud
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37. Trends in marketing technology spend
1. SAAS solutions gain in popularity
2. This isn’t just limited to the mid-enterprise market
3. Service providers and SIs are heavily involved in deploying and managing
technology
4. Online marketers are starting to invest in marketing technology
5. As Content, Commerce, Customer, and Collaboration start to converge
6. Few marketers want to rip and replace existing technologies
7. Delivering a web of capabilities through an integration layer becomes critical
8. Modular capabilities that run on any platform and delivered by multiple providers is
an emerging consumption model
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38. ClickSquared’s Cross-Channel Marketing Hub
Cross-Channel Campaign Management in the Cloud
Intuitive
Easy-to-use, integrated interface for easy
training and day-to-day efficiencies
Streamlined
One common interface for cross-channel
analysis, discovery, campaign design,
channel execution and reporting
Interactive
Visual selection for easy targeting &
selection
Automated
Triggered campaigns
Multi-wave, cross-channel campaigns
Actionable
Interactive dashboards provide insight across all execution channels
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39. Questions?
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40. Thank you
Suresh Vittal Dan Smith
+1 617.613.6097 +1 857.246.7614
svittal@forrester.com dsmith@clicksquared.com
Twitter: @sureshvittal Twitter: @dsmithC2
www.forrester.com www.clicksquared.com
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