'Setting The Context for High Performance Joined-up Marketing' looks at the strategies and planning customers should conduct before investing in marketing automation. Using proven academic marketing models aligned with recent research into B2B marketing best practices, this presentation sets the context for sustainable marketing improvement using the latest marketing automation technologies.

1. Setting The Context for High
Performance Joined-up Marketing
Gerry Brown
Analyst
Bloor Research

2. What does Gerry do?
 Analyst
 Marketing lecturer
 Strategy advisor
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3. Agenda
1. The Strategic Marketing context
2. Marketing challenges and priorities
3. Where Digital Marketing fits
4. Readying for Digital Marketing
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4. Vision / Mission / Objectives / SLAs
Aspirations Vision In one’s mind
Direction In writing
Mission Statement
Inwards looking SMARTish
Corporate
Financial indicators Objectives
Outwards looking SMART
Marketing
Market indicators Objectives
Marketable statements Perceptions
Service Standards
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5. Where do Marketing Plans actually come from?
1. Formal planning - a structured, sequential approach
2. Logical incremental – resulting from one-off strategic goals
3. Interpretive – from values, attitudes and ideas
4. Political planning – from negotiation, marketing, conflict
and confrontation
5. Ecological – from environmental strategies
6. Leadership – from the CEO’s vision
Bailey & Johnson (2006)
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6. Barriers To Effective Marketing Planning
1. Confusion between marketing tactics and strategy
2. Isolating marketing function from operations
3. Confusing the marketing function with the marketing concept
4. Organisational: culture and organisational design
5. Lack of in-depth customer analysis
6. Confusion between the planning process and outputs
7. Lack of knowledge and skills – no systematic approach
Malcolm McDonald
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7. Market Orientation
Customer orientation
Long term
profit focus
Competitor orientation Inter-functional Co-ordination
Slater and Narver (1990)
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8. 5 Steps to achieve a Market Orientation
1. Focus on the customer
2. Know what competitors are doing
3. Integrate marketing into the business
4. Create a long-term strategic vision
5. Set realistic expectations and focus on activities that
provide customer value-add
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11. Alternative B2B Marketing Challenges
“Significant challenges continue in e-commerce, the explosion of
new media and new customer behaviors abetted by the Internet.
Branding continues to become ever more essential to break
through clutter and fight commoditization in business markets. So
does the ability to innovate with channel partners and co-develop
with customers.
Social, political and environmental conditions will continue to
shift, creating new opportunities and obsolescing some
established marketing practices. The very structure of corporate
organizations deserves extra scrutiny. For example, what justifies
continuing to separate sales, pricing and innovation functions from
Oliva & Donath (2009)
marketing management?”
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12. Marketing Priorities
29%
43% 40%
50% 49%
High priority
38%
Medium priority
34% 44% 52% Low priority
36%
33%
14% 17% 14%
8%
Use of Aligning sales Measuring Insight-led Social media
marketing and marketing ROMI decisions strategy
technologies
Base: 108 B2B client-side respondents
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13. Core Digital Marketing Technologies
1. Customer Management 2. Web site analysis
• Customer Relationship Management (CRM) • Search Engine Optimization (SEO)
• Customer Experience Management (CEM) • Pay Per Click (PPC)
• Social media communities • A/B Testing and Multivariate testing
• Internal – enterprise social networking • Visitor segmentation / behavioral
targeting and personalisation
3. Marketing Management 4. Information from the Internet
• Marketing campaign management • Market sentiment analysis
• Sales lead scoring • ‘Voice of the customer’
• Surveys / Polls / Market Research • Competitor analysis tools
• Marketing Resource Management • Social network marketing
Analytics & Reporting
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14. Broader Strategic Considerations
CEM
Customer
Intelligence
Marketing
automation
Cross-Channel
Integration
eCommerce and
mCommerce
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15. Digital Marketing is essential but adds more
work …
 Top 3 challenges: time; fragmentation and focus; clarity / clutter/ relevance
“It's so easy to get distracted by all of the noise, new tools, etc. and spread
yourself too thin”
“Too many new options. So much change is happening so quick that businesses
lose focus”
“Customer scepticism - 'it's just marketers trying to get us to do/think/try
something’”
 Other challenges: digital and data expertise / numeracy; channel proliferation,
customers control sales processes, business boundaries, analysis and
measurement
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16. Some have gone for a land grab . . .
 ‘Relationships with everybody’. Consumers mostly want transactions
 Short-term carpet-bombing emails for 'share of in-tray’. ‘Emotional
unsubscribes’ are common
 Low price customer acquisition vs. high prices for existing customers
 McKinsey: "Most companies have now essentially become publishers ...
yet continue to behave like simple advertisers"
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17. Organising for Digital:
 Analytics & Loyalty: 22Bn rows of data / 18m
customers / 6,000 segments
 Campaign Management: 4m emails and 1m direct mail
pieces in 50 campaigns per week
 Organisation:
Product Campaign Account
Analysis Planning
development delivery management
 Focus: insight, metrics, agility, and customer-centric
while delivering corporate objectives
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18. The future: deliver Marketing that the
customer perceives as a service
 Business-wide and stakeholder focus
 From sales funnel filling to managing end-to-end purchasing
experiences and advocacy
 From push, to pull, to interact
 Enabling new technologies: event-based marketing and
marketing attribution
 Think C2C – how digital marketing facilitates your customers to
do your selling for you
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19. Conclusions
 Remember that marketing automation is a ‘means to an ends’
 Align your marketing goals with organisational goals and
strategies
 Look for easy and quick wins, but sketch out the bigger picture
in your internal business case
 Think about sustainable marketing improvement: processes /
people / technology
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20. Thank you
Marketing Elo[q]ution Lessons

21. Questions?
Gerry Brown
Director
MIS Associates Limited
5 Kew Road, Richmond TW9 2PR
Mobile: +44 (0)7855 525598
Email: gerry.brown@misassocs.com
Web: www.misassocs.com
Twitter: @gerrybrown
. . . optimise your marketing strategies
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