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The Real Potential of Marketing Automation, the Real Potential of You

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DigitalMarketingShow
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Presentation delivered at the Digital Marketing Show 2015 by Adam Sharp, MD and Co-Founder of clevertouch in London's ExCeL.

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Copyright © CleverTouch Marketing 2015 The real potential of Marketing Automation, the real potential of You Adam Sharp MD & Co-founder
Copyright © CleverTouch Marketing 2015 The real potential of Marketing Automation, the real potential of You Adam Sharp MD & Co-founder
Copyright © CleverTouch Marketing 2015 Some ideas Understanding of MA Why it is so top of mind Career building? A contrarian view too Copyright © CleverTouch Marketing 2015
Copyright © CleverTouch Marketing 2015 “There are known knowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don't know. But there are also unknown unknowns. There are things we don't know we don't know.” Search: ’Unknowns Donald’ Bounded Rationality
Copyright © CleverTouch Marketing 2015 (my own) Bounded Rationality
Copyright © CleverTouch Marketing 2015 IN AN INCREASINGLY CONNECTED WORLD A DIGITAL PRESENCE HAS TO BE CENTRAL TO EVERYTHING YOU DO. SURELY?
Copyright © CleverTouch Marketing 2015 DIGITAL DISRUPTION TO TRADITIONAL INDUSTRIES
Copyright © CleverTouch Marketing 2015 Marketing isn’t easy. CAPITALISM OR CONSUMERISM
Copyright © CleverTouch Marketing 2015 YOU WILL HAVE LOTS OF DISTRACTIONS IMPORTANT YOU UNDERSTAND YOUR PURPOSE Copyright © CleverTouch Marketing 2015
Copyright © CleverTouch Marketing 2015 7 big changes happening NOW • Business Strategy is too slow 1. Digital Darwinism will be quicker and more brutal (Digital transformation) 2. Digital Marketing no longer on the periphery AND it can’t be owned by IT. Copyright © CleverTouch Marketing 2015
Copyright © CleverTouch Marketing 2015 7 big changes happening NOW • Customer NOT Content (is King) 3. Service is the new battleground 4. Customer Journey is being replaced by Customer Experience. 5. The linear Customer Journey is a myth, Always- on MA is just the start.
Copyright © CleverTouch Marketing 2015 7 big changes happening NOW • Marketing REINVENTED 6. Sales and Marketing organizations and have been reinvented, so skills need to be re-evaluated & reinvented too. 7. Forecasting & Insight will have higher currency than Reporting
Copyright © CleverTouch Marketing 2015 2. Digital Marketing no longer on periphery or owned by IT… …in fact it is just Marketing Copyright © CleverTouch Marketing 2015
Copyright © CleverTouch Marketing 2015 Q: ‘What is the purpose of your website?’ 1. Establish creds 2. Sell products 3. Generate leads 1. To help your customers 2. Drive new service levels & products
Copyright © CleverTouch Marketing 2015 Forget content is king Forget quarterly campaigns Forget creative as a sole source of differentiation
Copyright © CleverTouch Marketing 2015 Marketing………a Profit Centre or Cost Centre? Copyright © CleverTouch Marketing 2015
Copyright © CleverTouch Marketing 2015 It is easy to build just another brochure. The smart CMOs of the future are the ones that use the web to redefine marketing and the business itself. Copyright © CleverTouch Marketing 2015
Copyright © CleverTouch Marketing 2015 The digital leaders of the future will combine the digital experience with the physical experience, and as part of this will embed Digital capabilities into their organization for their own customer insight and future ‘Digital Darwinsim’. Where next?
Copyright © CleverTouch Marketing 2015 The real potential of Marketing Automation, the real potential of You Adam Sharp MD & Co-founder

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The Real Potential of Marketing Automation, the Real Potential of You

  • 1. Copyright © CleverTouch Marketing 2015 The real potential of Marketing Automation, the real potential of You Adam Sharp MD & Co-founder
  • 2. Copyright © CleverTouch Marketing 2015 The real potential of Marketing Automation, the real potential of You Adam Sharp MD & Co-founder
  • 3. Copyright © CleverTouch Marketing 2015 Some ideas Understanding of MA Why it is so top of mind Career building? A contrarian view too Copyright © CleverTouch Marketing 2015
  • 4. Copyright © CleverTouch Marketing 2015 “There are known knowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don't know. But there are also unknown unknowns. There are things we don't know we don't know.” Search: ’Unknowns Donald’ Bounded Rationality
  • 5. Copyright © CleverTouch Marketing 2015 (my own) Bounded Rationality
  • 6. Copyright © CleverTouch Marketing 2015 IN AN INCREASINGLY CONNECTED WORLD A DIGITAL PRESENCE HAS TO BE CENTRAL TO EVERYTHING YOU DO. SURELY?
  • 7. Copyright © CleverTouch Marketing 2015 DIGITAL DISRUPTION TO TRADITIONAL INDUSTRIES
  • 8. Copyright © CleverTouch Marketing 2015 Marketing isn’t easy. CAPITALISM OR CONSUMERISM
  • 9. Copyright © CleverTouch Marketing 2015 YOU WILL HAVE LOTS OF DISTRACTIONS IMPORTANT YOU UNDERSTAND YOUR PURPOSE Copyright © CleverTouch Marketing 2015
  • 10. Copyright © CleverTouch Marketing 2015 7 big changes happening NOW • Business Strategy is too slow 1. Digital Darwinism will be quicker and more brutal (Digital transformation) 2. Digital Marketing no longer on the periphery AND it can’t be owned by IT. Copyright © CleverTouch Marketing 2015
  • 11. Copyright © CleverTouch Marketing 2015 7 big changes happening NOW • Customer NOT Content (is King) 3. Service is the new battleground 4. Customer Journey is being replaced by Customer Experience. 5. The linear Customer Journey is a myth, Always- on MA is just the start.
  • 12. Copyright © CleverTouch Marketing 2015 7 big changes happening NOW • Marketing REINVENTED 6. Sales and Marketing organizations and have been reinvented, so skills need to be re-evaluated & reinvented too. 7. Forecasting & Insight will have higher currency than Reporting
  • 13. Copyright © CleverTouch Marketing 2015 2. Digital Marketing no longer on periphery or owned by IT… …in fact it is just Marketing Copyright © CleverTouch Marketing 2015
  • 14. Copyright © CleverTouch Marketing 2015 Q: ‘What is the purpose of your website?’ 1. Establish creds 2. Sell products 3. Generate leads 1. To help your customers 2. Drive new service levels & products
  • 15. Copyright © CleverTouch Marketing 2015 Forget content is king Forget quarterly campaigns Forget creative as a sole source of differentiation
  • 16. Copyright © CleverTouch Marketing 2015 Marketing………a Profit Centre or Cost Centre? Copyright © CleverTouch Marketing 2015
  • 17. Copyright © CleverTouch Marketing 2015 It is easy to build just another brochure. The smart CMOs of the future are the ones that use the web to redefine marketing and the business itself. Copyright © CleverTouch Marketing 2015
  • 18. Copyright © CleverTouch Marketing 2015 The digital leaders of the future will combine the digital experience with the physical experience, and as part of this will embed Digital capabilities into their organization for their own customer insight and future ‘Digital Darwinsim’. Where next?
  • 19. Copyright © CleverTouch Marketing 2015 The real potential of Marketing Automation, the real potential of You Adam Sharp MD & Co-founder