IBM Marketing Cloud and Three Deep Marketing have teamed up for a back-to-school marketing session! Join us as we chat about building bridges between Marketing and IT departments. Here's the slides from our panel discussion on September 22, 2016

1. 7 Marketing Automation
Strategies That Actually
Drive Business Results

2. The New Wonders of the World
Marketing Automation Mobile Phone Battery Life

3. Why Marketing Automation

4. Buying Has
Changed
Forever

5. The Landscape of the Buyer
Has Changed Forever
The customer’s path to purchase is forever changing.
The only thing that is predictable is that they will do
their research.
In fact, consumers have made 50% to 70% of their
decision before they even think about contacting you.
It’s your job as marketers to understand when, where
and how they’ll research their next purchase.

6. …And They Don’t Need Your Sales Pitch

7. Lifecycle Marketing
Marketing Automation
Paid Media
Website
Development
Search Engine
Optimization
Content Creation
CRM Database
Marketing
Automation
Contact Center
Analytics
KPI Reporting
Custom
Dashboards
Acquire Engage Optimize

8. Tiffany Tooley
Tiffany aims to help today’s marketers feel like they’re making a
difference. As the WW Marketing Leader for Digital Marketing
Agencies at IBM, she has the distinct pleasure of using her 15+
years of marketing and agency experience to help today’s
agencies best support their clients and grow their businesses.
She is responsible for developing a global strategy and campaigns
that can be executed to drive increased engagement and pipeline
opportunities around the world.
When she’s not busy coming up with her next greatest idea or
planning her next trip, she spends an obscene amount of time
online, coming up with (yet another!) house project and eagerly
anticipating the next Star Wars release or college football season.
Tiffany is the proud mom of two sons, both of which are Star
Wars and college football fans, as well. The house projects, they
can seemingly do without – go figure.

9. Christina Skinner
Christina is passionate about building strong teams that drive for
results – that are measurable. She has 15 years experience in
sales and marketing, with the majority in the for-profit education
sector. Currently, Christina is the Sr. Manager of Marketing at
Capella University leading the Brand Experiences team. She
manages strategy for the digital and communication experience
for prospects, learner and alumni, along with developing
strategies for referral, word-of-mouth and advocacy that drive
new and repeat business.
In her downtime, she is busy being super mom raising and
breaking up arguments between her two six year olds and doing
overpriced yoga in the burbs to keep her sanity. Her passionate
leadership style transcends into her family life – driving for
results. She micro-manages the family schedule, dominates Excel
spreadsheets and receives multiple online clothing subscriptions,
against her husband’s wishes.

10. Dave Woodbeck
Dave takes pride is starting a marketing consulting company
that included both strategy and technology before either
were cool. He leads the charge with an insane interest in the
wildly variable, yet strangely predictive, psychology of why
people buy – backed by a fascination (and knack) for
measurement systems that guide the needle in digital
marketing.
Dave is quick to point out that his experience gives him the
perspective to identify the marketing strategies and
executions that will work, and the humility to know that you
need an excellent team to deliver on those results. After
hours, Dave’s MN Wild hockey obsession is, in his words “a
complete alter ego dedicated to this crazy passion that
sometimes embarrasses me, but what can I say?”

11. Lack of
Effective Strategy
Our marketing research in partnership
with Ascend2 stated 58% of marketers
believe lack of an effective strategy as the
MOST SIGNIFICANT BARRIER to successful
marketing automation.

12. See Where
You’re Going First
Technology is just a tool.
Launching a program
without already thinking
about how you’ll use it is like
trying to assemble a piece of
Ikea Furniture without
instructions.

13. Benchmark Yourself

14. Benchmark Yourself
23%
35%
24%
14%
4%

15. Disciplined Approach
to Strategy

16. Let’s Chat Strategy

17. Write This Down!
Investing in technology won’t automatically
deliver an ROI. Technology is only a tool and it
is the overall strategy and implementation of
that strategy within the tool that brings the
return.
Benchmark Your Current State
Then Develop Strategies That
Build Your Maturity

18. Lack of
Ability or Know How
It’s hard to be a Jack or Jill of all traits. In
most cases marketing people don’t speak
IT and IT staff doesn’t understand
marketing lingo.

19. Marketing in the 2010’s is a
Left Brain & Right Brain Skill

20. The Infamous T-Shaped
Marketer
They’re an expert at their core discipline, yet
they understand jargon from other disciplines
well enough to call people out on their bullshit
baloney.

21. Let’s Chat Marketing Talent

22. Write This Down!
Digital marketing is in many ways advancing faster
than traditional marketers can transition and
universities teach. That means many marketing
professionals have a shallow understanding across
wide practices. In turn some digital marketers because
of their knowledge and success in one discipline are
handed other digital responsibilities that their skills or
bandwidth do not support.
You’ll likely find the best success is a mix of
in-house and outsources-professionals.
Define the priority, range and level
of digital skills required then create
training plans across teams.

23. Content Creation
and Development
Technology isn’t everything. When
communicating with your audience, how do
you know: What to say… When to say it...
Where to say it... How often to say it...

24. Good news, content
marketing is dead so
you don’t have to
worry about it
anymore

25. Defining the Terms
Content
Strategy
HAVE SOMETHING GOOD TO SAY
For the creation, publication and governance of
content
Content
Marketing
SAY IT WELL
To attract, engage and convert using content

26. The Messaging Gap
“It doesn’t matter what product
you buy. Most products are
now good enough to serve the
majority of users most of the
time.”
Simon Hayward, VP and
Gartner Fellow in Gartner blog

27. Structured Approach to
Content Development

28. Let’s Chat Content

29. Write This Down!
As technology increases our ability to
implement strategies and provide more
frequent and relevant messages, the need for
good content increases.
While focus tends to be on the technology and
strategy, don’t let your content and creative
get sidelined until the end. Have a content
strategy, and like all things digital LEAN is best.
Get to market quickly, test and revise along
the way.
Drive your message from the
corporate level to the person level.

30. Budget Constraints
It’s just like your parents told you…
Money doesn’t grow on trees!

31. Measurement Gap
But, many don’t know how to
align against revenue.
Opens and Clicks are important,
but that’s not what executives
care about.

32. Measurement See-Saw

33. Climb the Value Pyramid
Vision
Objectives
Goals
KPIs
Metrics & Measures

34. Let’s Chat Dollars

35. Write This Down!
Budget conversations are rarely fun dialogs.
However you can change the conversation by
understanding the value of your marketing
efforts. Validate your work by knowing your
data and how to project your return on
investment.
You’ll find you enjoy the budget talk much
more when you show how you’re investing in
growth, rather than a sunk cost.
Align your metrics to company
KPIs and stretch to sell the value.

36. Marketing | Sales | IT
Alignment
Why can’t we be friends. Three different
departments with very different
perspectives on how to achieve your
business goals.

37. Connection Points
Integrated Process Outcomes Integrated Data Points
Source: Sirius Decisions

38. Let’s Chat Team Alignment

39. Write This Down!
Everyone on your team wants to succeed. At
least we assume that’s the case. Natural silos
and communication breakdowns exist in
nearly every work environment.
Allow more freedom, even create a
playground for Marketing Technologists to
work across Marketing, Sales and IT to
develop and drive successful projects.
Agree on an outcome and create a
scorecard to keep each team
accountable.

40. Complexity of
Marketing Technology
Implementing Marketing Technology can
seem like you’re stuck in a maze. You’ve
heard this before:

42. LEAD DISTRIBUTION / ROUTING LEAD PRIORITISATION /
LEAD INSIGHTS
INBOUND
OUTBOUND
CHANNELS LEAD SOURCES
Email
Forms
Landing Pages
MARKETING
QUALIFIED LEAD
NURTURING
• Low Quality
Leads
• Lifecycle
• Cross Sell
• Acceleration
• Retention
• Welcome /
Onboarding
CONTACT RULES
• Suppression
• Contact
Thresholds
• Recency
REAL-TIME CLOSED LOOP ANALYTICS
Segmentation
Lead Recycling (Prospect or
Customer is not ready)
Sale
SCORING
MODELLING / ANALYSIS / SEGMENTATION
Propensity Models
+ Early Adopter
+ Next Logical Product
+ Retention
Analysis & Recommendations
+ Detailed analysis of data
+ Recommendation to marketers for inflight campaign
optimisation
Implicit (Behavioural)
+10 – Home Loan SEO
+15 – Home Loan Landing Page
+35 – Filled Out Form
+ 5 – Visited Blog
Explicit (What Customer Tells Us/What We
Know)
+10 – Job Title Contains Executive
+15 – Existing Product (Credit Card)
+15 – Postcode
NEW LEAD
PROCESSING
Immediate
Hot Leads
AWARENESS NAMES PROSPECTS LEADS OPPORTUNITY SALE
OTR
LEAD / CUSTOMER
ENGAGEMENT &
FOLLOW UP
• Work Activities
• Tasks
• Blog
• eDM
• Direct Mail
• Ad Targeting
• UIB
• Social
• Content
• Landing Pages
• Forms
• Events
• Webinars
Branch
Referrals
DB/PAS
Customer Centric View
Events
Data Management Analytics Reporting

43. Work the Technology
Invest 90% of your
budget in people and
10% in technology
- Avinish Kaushik
http://www.kaushik.net/avinash/the-10-
90-rule-for-magnificient-web-analytics-
success/

44. Let’s Chat Marketing Technology

45. Write This Down!
The goal of marketing technology is to make it
easy for a marketer to use and not involve IT.
But it is not always that easy.
A new bread of marketers are evolving
“Marketing Technologists” to assist in the
implementation, integration and ongoing
strategy and management of technology
solutions in the marketing stack – build your
team with this in mind so that traditional
marketers receive the technology support
required to be successful
Invest more in people who
understand the technology than
the technology itself.

46. Migration
Integration
Implementation
Yes, we’ve identified a new marketing
platform that will make our lives easier.
Now what?

47. Impact
Time
Delivered
11 Months +
Project
OH SNAP!
1 Months +
Traditional Implementation Approach

48. Impact
Time
11 Months +
Project
OH SNAP!
1 Months +
OH SNAP!
Delivered
Delivered
OH SNAP!
Delivered
Delivered
Rapid Iterative Approach

49. Let’s Chat Migration|Integration|Implementation

50. Write This Down!
The real challenge is in the migration and integration
and implementation of your shiny new platform. It’s
the baseline to ensuring successful strategies are
executed.
Careful, as strategy can easily be lost in translation
between IT and Marketing. Even vendors may not have
a true understanding of your strategies. So this final
challenge brings us right back to the beginning… Have
a sound strategy and know how to communicate it
across departments and skill sets.
Develop in a rapid iterative fashion
with many demonstrations to
ensure you stay aligned with
strategy.

51. Let’s Recap

52. Strategy Summary
1. Benchmark Your Current State Then Develop
Strategies That Build Your Maturity
2. Define the priority, range and level of digital skills
required then create training plans across teams.
3. Drive your message from the corporate level to the
person level.
4. Align your metrics to company KPIs and stretch to sell
the value.
5. Agree on an outcome and create a scorecard to keep
each team accountable.
6. Invest more in people who understand the technology
than the technology itself.
7. Develop in a rapid iterative fashion with many
demonstrations to ensure you stay aligned with strategy.

53. …On to the next
wonder of the world
Please help yourself to a party favor
tonight and RE-CHARGE anytime you
need it.

54. Thank You!
The panel discussion is over, but the fun isn’t!
Feel free to stick around for drinks, networking and fun.