Daniel Smith, senior vice president, marketing, ClickSquared, and guest, Suresh Vittal, Vice President, Practice Leader, Forrester Research, Inc., discuss the realities of cross-channel marketing and how marketers can leverage modern campaign management tools.

1. The Future of Campaign
Management:
Driving Relevancy and Value
6 December 2012

2. Today’s Speakers
Dan Smith, SVP Suresh Vittal, VP,
Marketing Forrester
ClickSquared
@dsmithC2 @sureshvittal
2

3. Introduction to ClickSquared
Top 250 GLOBALCOMPANIES
TOP 100 PRIVATE COMPANIES
Enablers and Devices
2011, 2012
2011, 2012
The only company offering SaaS cross-channel
campaign management software, enabling B2C
marketers to easily design, manage and deliver data-
driven marketing programs without the cost and
complexity of “big software” and multi-vendor
integrations.
“STRONG PERFORMER”
“EDGES AHEAD OF THE DIGITAL PACK”
3

4. The Future Of Campaign Management:
Driving Relevance and Value
Suresh Vittal, VP & Practice Leader
December 6 2012

5. Digital disruption is better, stronger, faster
Old Disruption Digital Disruption
10xtors
the inn ova
1/10th
the cost
100X
the power

6. This means disruption of your competitive
advantage It is cheaper to launch products and
build brands
Differentiating ideas
expire quickly and are
Ideas and execution stay
easy to duplicate
with individuals not brands
Information is
abundant and
accessible
The groundswell changes
category perceptions

7. Businesses need to be customer-obsessed

8. Do this by focusing on relationships

9. Customers are charting a new path

10. Customers are increasingly always-addressable
62% 60%
44%
37%
24%
18%
9%
US online Gen Z Gen Y Gen X Young Old Golden
adults (18-22) (23-31) (32-45) Boomers Boomers Generation
(46-55) (56-66) (67+)
Source: North American Technographics® Online Benchmark Recontact Survey, Q3, 2011 (US, Canada)

11. The marketing funnel is dead
Source: October 2010, ““It’s Time To Bury The Marketing Funnel” Forrester report
© 2012 Forrester Research, Inc. Reproduction Prohibited 11

12. Product research is the new norm
EMPOWER CONSUMERS TO EXPLORE BEFORE THE POINT OF PURCHASE
82% researched a product before buying in 2012
66% research even low-consideration products
54% primarily use digital channels
Source: August 27, 2012, “The Role Of Digital In The Path To Purchase” Forrester report
© 2012 Forrester Research, Inc. Reproduction Prohibited 12

13. Digital decimates traditional channels
THE STORE IS THE ONLY TRADITIONAL CHANNEL TO BREAK THE TOP 10
© 2012 Forrester Research, Inc. Reproduction Prohibited

14. Customers want a relationship
BRANDS MUST BUILD RELATIONSHIPS ON NEEDS AND ACTIONS
Source: September 18, 2012 “Brand Engagement The Consumer Way” Forrester report
© 2012 Forrester Research, Inc. Reproduction Prohibited

15. New systems of engagement empower real-time
experiences
Source: February 2012 “Mobile Is The New Face Of Engagement”

16. Mobile accelerates this shift
Source: February 2012 “Mobile Is The New Face Of Engagement”
© 2012 Forrester Research, Inc. Reproduction Prohibited 16

17. Increasing resolution leads to a data deluge

18. Customers are outrunning you

19. Marketers struggle to unify customer data
Source: Q4 2010 Global Technology Benchmark Online Survey

20. What limits your ability to
develop a comprehensive
view of your customer?
Source: Q4 2010 Global Technology Benchmark Online Survey

21. Firms desperately need CI talent…
Marketing scientists
Image source: CafePress (http://www.cafepress.com/+data-geek+bumper-stickers)

22. Applications must manage an ever growing set of tasks
Plan Analyze Design Execute
• Write Briefs • Model Behaviors • Design campaign flows • Execute campaign
• Define Objectives • Build Segments • Integrate creative tactics
• Specify Audiences • Plan Selections assets • Track responses
• Track Budgets • Optimize contact • Link promotions, offers • Detect inbound
strategies • Apply business rules responses and state
changes
• Trigger next actions
Report and Reuse
Analyze campaign performance. Refine campaign templates
Collaborate Administer
Workflows, tasks, and approvals Data, users, and templates
Source: January 31, 2012, The Forrester Wave™: Cross-Channel Campaign Management, Q1 2012 Forrester report

23. Buying practices lead to startling complex tech stacks

24. Marketers must lead this change

25. Help Wanted: Next Generation Campaigns
© 2012 Forrester Research, Inc. Reproduction Prohibited 25

26. Behavioral personalization is a key demand
What are the biggest cross-channel campaign management
challenges you expect to face in the next two years?
0% 10% 20% 30% 40% 50% 60%
Personalizing messages based on consumer behavior 57%
Integrating traditional marketing channels with social 42%
Coordinating communications across channels 40%
Measuring results 38%
Integrating online and offline channels 37%
Having adequate staffing resources 33%
Retaining current customers 27%
Integrating inbound and outbound channels 25%
Finding new customers 24%
Working with IT 23%
Creating and managing content 22%
Gaining skills or capabilities in new or emerging 22%
Creating more business-centric metrics 15%
Budget cuts 15%
Getting support from executives 11%
Other 3%
Base: 130 vendor reference clients
Source: Q1 2012 Global Cross-Channel Campaign Management Forrester Wave™ Customer Online Survey

27. Firms are moving to predictive and real-time
optimization to meet the engagement challenge

28. Two sources allow marketers to applying predictive to
real-time interactions
Marketing
Management
Brand
Management
Relationship Online
Marketing Marketing
Enterprise Marketing Platform
Source: February 14, 2012, Revisiting the Enterprise Marketing Software Landscape Forrester report

29. 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

30. Interaction management creates more relevant
experiences and offers
Outbound Campaigns
I have an offer, let me find a
segment to send it to.
Special Offer
Inbound Campaigns
I have an customer, let me
present the best offer.
Special Offer
Special Offer
Special Offer
Special Offer
Special Offer Special Offer
© 2012 Forrester Research, Inc. Reproduction Prohibited 30

31. IM expands the scope of campaign management
1 2
3 4
© 2012 Forrester Research, Inc. Reproduction Prohibited 31

32. Getting started
© 2009 Forrester Research, Inc. Reproduction Prohibited

33. Achieving this vision requires a series of strategic
choices
Clarifying and balancing strategic goals and requirements
Developing resources and organizational design
Building analytical and measurement capabilities
Linking business processes
Coordinating technology
Integrating data sources
© 2012 Forrester Research, Inc. Reproduction Prohibited

34. Firms achieve real-time relevance in four stages
Stage 4: Real-Time Unification § Data
§ Technology
Stage 3: Optimization
§ Processes
§ Analytics and
Stage 2: Cross-Channel Integration measurement
§ Resources
Stage 1: Operational Mastery § Strategy
Source: August 21, 2012, “Plan Customer-Centric Campaign Management Requirements” Forrester report.
© 2012 Forrester Research, Inc. Reproduction Prohibited

35. Create a road map for cross-channel relevance
Organizational Customer-centric Agile Customer
Culture
Alignment Marketing Intelligence
Combine Qualitative Real-Time
Customer Data Integration
Channel Data Data
Centralized Customer Technology Centralized
Processes Strategist Strategist Workflow
Comprehensive Social Cross Channel Decision
Technology Listening Campaign Mngt Management
Today
© 2012 Forrester Research, Inc. Reproduction Prohibited

36. Build cross-functional structures to accelerate innovation
Source: October 24, 2011, “Investing In Marketing’s Technology Future” Forrester report

37. ClickSquared’s Cross-Channel Marketing Hub

38. Questions?

39. Fast Time to Value
Easy to Use
Powerful
Better Results

40. Thank you
Dan Smith Suresh Vittal
ClickSquared Forrester
dsmith@clicksquared.com svittal@forrester.com
857/2467614 617.613.6097
@dsmithC2 @sureshvittal
www.clicksquared.com www.forrester.com