Modern Services Marketing: Navigating a World of Outcomes-Based Solutions and Digital Transformation with Thought Leadership and More The world of services marketing is undergoing unprecedented transformation. Trends such as digital transformation and innovations including cloud, social media, and big data and analytics have redefined the landscape of marketing. The modern marketer must combine both art and science to meet the constantly changing needs of the services market. In this session we’ll examine the characteristics of a successful modern services marketer, look at technology as a key enabler to transformation and innovation, and address best practices for thought leadership, storytelling, and skills for modern marketing.

1. FRED ISBELL
SENIOR DIRECTOR & HEAD OF
THOUGHT LEADERSHIP MARKETING
SAP DIGITAL BUSINESS SERVICES MARKETING
Modern Services Marketing:
Navigating a World of Outcomes-Based
Solutions and Digital Transformation with
Thought Leadership & More

2. Modern Services Marketing: Navigating a World of
Outcomes-Based Solutions and Digital
Transformation with Thought Leadership and More
 The world of services marketing is undergoing unprecedented transformation.
Trends such as Digital Transformation and Innovations including Cloud, Social
Media and Big Data and Analytics have redefined the landscape of marketing.
 The Modern Marketer must combine both art and science to meet the
constantly changing needs of the services market.
 In this session we’ll examine the characteristics of a successful Modern
Services Marketer, look at technology as a key enabler to Transformation and
Innovation, and address best practices for Thought Leadership and storytelling
and skills for Modern Marketing.

3. Agenda
 Modern Marketing
 Innovation Adoption 101
 Thought Leadership
 Digital Transformation
 Navigating Innovation & Marketing Technologies
 Resources, Information and Q&A

4. The Era of the “Modern Marketer”

5. Modern Marketing is Happening NOW
Source: Scott Brinker @chiefmartec
http://www.chiefmartec.com
Marketing must provide the “glue”
binding different parts of the
company around the brand promise
– and embrace five key
responsibilities:
 Represent the voice of the market
 Synchronize the customer experience
across all channels
 Be the brand steward
 Capitalize on insights
 Be an integrator and force multiplier
across the company
Source: SAP Customer Engagement & Commerce (CEC)

6. Modern Marketing Insights & Key Requirements
Marketing’s Shifting Priorities Fundamental Changes in Marketing
Key Drivers
 Buyer Behavior: More prospect interaction is occurring online,
shortening the actual time for sales engagement; the need for a digital
relationship has never been more urgent
 Marketing Measurement: The global economic crisis forced marketing
to become more measurable, integrated, and accountable
Source: SiriusDecisions
Source: ITSMA
Source: ITSMA
Marketing must Align with SalesBuyers Journey & Resource Optimization

7. Key Elements of “Modern Marketing”
Source: SiriusDecisions

8. The “New” Buyer’s Journey Unites and
Aligns Sales and Marketing
How this is different:
 No implicit hand-offs between sales and
marketing
 Majority of exploration done on-line
before talking to a sales rep
 Introduces new content requirements –
importance of mobile-ready content
 Departure from traditional “Marketing
funnel”
Source: IDC
Source: Kapost 2016

9. The “Secret Sauce” Understanding
Buyers Personas
Defining buyer personas helps drive customer-centric innovation and go-to-market strategy
Understand both New and Understood
Buyer Personas and develop insights that drive and inform other activities,
including messaging development, campaign design, content strategy and
defining market requirements for product/solutions innovation
Source: SiriusDecisions

10. 10 Tips for Digital Marketing Success
& Modern Marketing
 Think “big issues” when deciding where to focus
 Identify and build out your buyer personas
 Leverage social to find ideal prospects and
accelerate list growth
 Look for new ways to collect data that will enhance
your marketing
 Invest the time to map out your customer journey
 Think multichannel personalization
 Craft content that does more than just ask contacts
to buy
 Double down on improving mobile app engagement
 Incorporate more video into your marketing mix
 Add value to your transactional emails
Silverpop's "10 Tips for Digital Marketing Success in 2016“: http://bit.ly/1TPLt4b

11. Innovation Adoption 101

12. Business & Market Context:
The Pace of Change is Accelerating
0% 20% 40% 60% 80%
Pace of Change (%)
Q: Has the pace of
change increased for
your organization?
No, Not at All Yes, I Think So Absolutely
33%
61%
6%
Source: Incite Marketing Customer Study, 2015

13. Innovation Adoption 101:
The Model & Segmentation
Innovation Adoption:
 A model that classifies
adopters of innovations
based on their level of
readiness to accept new
ideas
 Innovative adoption
characteristics are
assigned to groups -- all
innovations go through a
predictable process before
becoming widely adopted.
 The groups consist of
early adopters, early
majority, late majority,
and laggards
Source: dictionary.com
Source: Rogers, G. Moore, MIT Sloan/CAP Gemini
“Crossing the chasm”
Early adopters achieve:
+9% revenue creation
+26% impact to profitability,
+12% market valuation

14. Innovation Adoption 101
Time to Innovation Adoption
Source: Rogers, Moore, McKinsey, Wikipedia
• Inflection point (curve begins to slow) =
point of “critical mass”
• Key -- get there quickly, whether users or
product volume, etc.
• Failure to “cross the chasm” (Geoffrey
Moore) or reach critical mass = doomed
to a smaller, sub-optimal market and
much smaller market share
Source: “No ordinary disruption”, McKinsey, May 2015
The “Need for Speed” has never been greater

15. The Hype Cycle:
Riding the “roller coaster” of innovation
• The hype cycle is a
branded graphical
presentation developed
and used by American
information technology
(IT) research and
advisory firm Gartner for
representing the
maturity, adoption and
social application of
specific technologies.
• The hype cycle provides
a graphical and
conceptual presentation
of the maturity emerging
technologies through
five phases Source: https://en.wikipedia.org/wiki/Hype_cycle

16. Develop a Framework for
Investment & Prioritization
 Companies often struggle with allocating
innovation investments across new and
existing offerings
 The SiriusDecisions Innovation Strategy
Framework helps organizations allocate
investments to achieve desired growth
objectives while managing risk
 The framework contains four investment
approaches: core innovation, new market
extension, existing market expansion and
breakthrough innovation
 The number of opportunities that can be
pursued exceeds the available resources –
hence organizations need to make customer-
driven investments in the areas that will
produce the most growth.
Source: SiriusDecisions

17. Thought Leadership

18. The Importance of Story Telling to
Modern Marketing
 Good storytelling helps cut though the clutter and
overload of information
 Storytelling is classic “showing” rather than
“telling” and has a personal element to it that is
linked to the persona of the target audience
 You tell the audience the story you want them to
hear – not relying upon them to piece together
the elements of the story
 You build a narrative told by you in a coherent
and compelling narrative
 Use the “Pixar format” – a setup, a challenge
and a resolution
Pixar’s Andrew Stanton TED Talk on Storytelling:
https://www.ted.com/talks/andrew_stanton_the_clues_to_a_great_story?language=en
Story Telling Infographic:
http://nurturenow.lookbookhq.com/2016-
nurture-touch-4/infographic

19. Thought Leadership Two-Minute Drill
Thought Leadership Sits at the Pinnacle of a
Successful Content Marketing Strategy
Source: Forrester 2013
“Thought leadership is not a one man show
.. it is a virtual team and not a formal
organizational structure”
Thought leadership takes a team of
the best minds in the organization
(and beyond)
Source: Sirius Decisions
Develop a Thought Leadership
Platform
Source: Forrester
SAP Programs Model IDC Buyers Journey Forrester CustomerLife
Cycle
Thought Leadership is great storytelling
delivered across the buyers journey and
customer lifecycle w/ focus early on and
mostly in a digital and/or off-lineformat
 Definition: A thought leader is
an individual or firm that is
recognized as an authority in a
specialized field and whose
expertise is sought and often
rewarded
 Timing: Tied to the awareness
and consideration phase of the
Buyer’s Journey and
(sometimes) pre-demand
generation and always before
purchase phase
 Format: Usually Before a
prospect or customer engages
a sales person, and often digital
in format
Thought Leadership maturity varies from
organization to organization and is dynamic and
consistently evolving; SAP is on the upper-end of
Thought Leadership maturity in our industry along
with IBM, CISCO, and others
ITSMA Thought
Leadership
Maturity
Model
“The purpose and process of thought leadership is widely
misunderstood and misapplied,causing mixed results”
-- SiriusDecisions

20. SAP Customer Success:
The Digitalist
 SAP platform for Thought
Leadership and Executive
Research
 BLOG contributions from
internal and external thought
leaders
 Executive Quarterly tablet
magazine
 Executive Research including
white papers, infographics and
more
 All shared & promoted through
social media marketing
 2M+ page views YTD, 900K
Executive Research
Executive
Quarterly
Tablet
Thought Leadership BLOGS
www.digitalistmag.com
Social Media Sharing

21. Digital Transformation

22. Why Do We Need to Respond to
New Technology and Innovations?
Bill McDermott
SAP CEO
May 2015
"Innovation has created a digital
economy and digitization is affecting
all businesses and all industries. So
how do you make this transition to
digital? Simple. Every business in
here today is in a state of
transformation”.

23. Digital Transformation – a Definition
Source: PAC

24. Digital Transformation:
The common issues we hear

25. SAP Digital Business Framework

26. Navigating Innovation &
Marketing Technologies

27. My Innovation Journey & Navigation
IBM 3270
Terminal
c.1982
Compaq
“Portable”
c. 1983
Tech
Stack
c.2016
Desktop,
Laptop &
iPAQ PDA
c. 1998

28. IDC Perspective
Adoption of 3rd Platform Technologies
Enterprises are using 3rd platform technologies to create value and
competitive advantage through new offerings, new business
models, and new relationships
Source: IDC

29. Cloud
Abundance of cost-
effective computational
power and storage
Social
Connected business
and social networks
Big
Data
Real-time analytics
for behavioral and
predictive insights
More than 60% of CEOs expect 15-50% of their
earnings growth in the next 5 years to come from
technology-enabled business innovations.
– McKinsey study, 2013 ”
“
Innovation Technologies Will Drive
Digital Transformation
Internet of Things (IoT)
Machine to Machine communications and sensor-based Data

30. SAP Customer Success:
McLaren

31. SAP Customer Success
MIT
• Migration to Suite on HANA in the HANA
Enterprise Cloud (HEC) builds foundation
for
• Real-time access to transactional data
• HANA Cloud Platform (HCP)
• SAP Fiori
• SAP S/4
• Enable a flexible staffing model to rapidly
gain access to specialized technical skills
and quickly respond to community needs
• Enable staff to focus on MIT-specific,
differentiated needs
• Disaster Recovery (DR) availability outside of
Boston metro area
• Improved performance

32. SAP Customer Success
Statistics on NHL.com
 Real-time Statistics w/ SAP HANA
Enterprise Cloud (HEC):
 NHL.com powered by SAP HANA Enterprise
Cloud, SAP analytics and data visualization
 Goal: increase fan engagement &
deepen loyalty
 Includes new design, introduction of
enhanced statistics & visualization
capabilities
 Playoff prediction tool/bracket challenge
 Strong results:
• 98 years worth of NHL statistics
• 25% increase in new visitors since the
new stats section was launched
• 45% increase in time and engagement on
site
NHL Customer Testimonial Video

33. Smart metering for a North American
leader in energy distribution
Honda R&D -- Connected cars & using
sensors and IoT for a sense-and-
respond paradigm to increase efficiency
SAP Customer Success
Internet of Things (IoT)
Air as a service
Engine testing in real-time linking
testing applications to SAP analytics
Business & IT Outcomes

34. Navigating the Marketing Technology Landscape
Focus your Learning &
Development upon:
 Customer Relationship
Management (CRM)
 Marketing Automation
 Marketing Dashboards
 Digital Media
 Big Data and Analytics
 Data Visualization
 Predictive Analytics
Source: Scott Brinker @chiefmartec
http://www.chiefmartec.com and Lumascape
 The number of marketing solutions doubled year over year
(YoY) -- 3,874 marketing technology solutions
 ~3,500 unique vendors
 Up from ~350 in 2012

35. SAP is a long-time trusted leader
in transforming businesses
More at www.sap.com

36. Resources & More Information
 SAP.com: www.sap.com
 SAP Community Network (SCN):
scn.sap.com
 SAP Digitalist: digitalistmag.com
 SAP Digital Business Services on
sap.com:
www.sap-digital-business-
services.com/
And of course TSIA:
https://www.tsia.com

38. Contact Information
Fred Isbell
Senior Director,
SAP Service & Support
Marketing
fred.isbell@sap.com
www.sap.com/services
Twitter: Fmisbell
Facebook: Fred M Isbell
Linked In:
https://www.linkedin.com/in
/fred-isbell-903827

40. Alternate Content Slide
40

41. Standard Content Slide
41

42. Use this as “buffer slide”
in between topics

43. SEARCH FOR “TSW APP”
OR DOWNLOAD AT
www.technologyservicesworld.com/app
Provide instant speaker and session
feedback. Select the session from the
agenda to access the quick survey.