It’s that time of year! As 2012 comes to a close, it’s a great time to take stock in lessons learned and new emerging best practices in marketing- especially with respect to digital engagement. Emerging channels, data proliferation, and changing consumer preferences leave many marketers overwhelmed. Not to mention the challenge of managing fragmented technology investments. Join Gleanster for a closer look at the successes, failures, and downright critical strategies that position Top Performers in the winner’s quadrant for 2013. You’ll learn: • Critical strategies that should be incorporated in your 2013 marketing plan • How Top Performing organizations approach digital engagement to maximize success • How to avoid pitfalls and lessons learned by Top Performers in 2012 Make sure your marketing resolutions for 2013 go from strategy to action.

1. Kickstart Your 2013
Marketing Plan with the New
Rules of Digital Engagement

2. #AOWEB

3. •
•
•
#AOWEB

4. #AOWEB

5. •
#AOWEB

6. #AOWEB

7. •
Marketing
Lessons
Learned
in 2012
#AOWEB

8. #AOWEB

9. #AOWEB

10. Lesson # 1
Marketing
Automation is
Great…
When used
appropriately…
#AOWEB

11. •
•
#AOWEB

12. •
– First Marketing Automation IPO 2012
– Acquisitions
•
– Usability matters even though it’s very subjective
#AOWEB

13. 




#AOWEB

14. #AOWEB

15. •
– Competitive Parity = Automation & Measurement
•
1. Integration
2. Configure a couple templates
3. Content audit
4. 1-2 nurture marketing campaigns
5. Standardized metrics
#AOWEB

16. Lesson # 2
Fragmented
Systems are
Crippling Success
& Data Driven
Decisions… #AOWEB

17. 















#AOWEB

18. •
#AOWEB

19. ≠
#AOWEB

20. •
#AOWEB

21. Lesson # 3
Big data is not a fad
#AOWEB

22. #AOWEB

23. •
– Web Analytics
– Social Media
– Campaigns
– Offer Optimization
– Pricing
#AOWEB

24. #AOWEB

25. #AOWEB

26. #AOWEB

27. #AOWEB

28. •
•
•
•
#AOWEB

29. •
#AOWEB

30. #AOWEB

31. •
– Business Rules
– Channel agnostic communications
– Web Analytics Data + Offline Data
•
– Ability to converse with IT
– Willingness to seek analytical questions
– New roles
•
– Reporting and analysis in the hands of business users
– Real-time
#AOWEB

32. Lesson # 4
CMO vs. CIO – Ding!
#AOWEB

33. •
•
•
#AOWEB

34. •
•
– Justify investments with company objectives
•
#AOWEB

35. Lesson # 5
Back to basics
4 Cs as
important as 4
Ps
#AOWEB

36. #AOWEB

37. •
– 1 Billion users on Facebook
– Heavy dependence on digital channels
•
– Key for B2B: Social & … [Email, Mobile, Video, etc.]
#AOWEB

38. •
•
•
•
•
•
•
#AOWEB

39. Lesson # 6
Armageddon is
near
and it’s not
because of the
Mayans…
#AOWEB

40. #AOWEB

41. #AOWEB

42. •
New Rules
for Digital
Engagemen
t
#AOWEB

43. #AOWEB

44. #AOWEB

45. Informing 2013 Marketing Plans
#AOWEB

46. #AOWEB

47. •
•
•
#AOWEB

48. #AOWEB