redefining the marketing technology backbone
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Webcast:
Redefining the Marketing Technology
Backbone
June 21, 2012
Today’s Speakers
Dan Smith, SVP Marketing
ClickSquared
@dsmithC2
Robert Brosnan, Principal
Analyst, Forrester
@brosnaro
2
ClickSquared at a Glance
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Background • Founded in 1999. Headquartered in Boston, MA
• Offices in Atlanta, Phoenix, London, Middlesbrough (UK)
• 160 total employees
What We Do
• ClickSquared helps marketers acquire, engage, convert, grow and retain
customers by providing the tools, analytics, expertise and technology to
make smarter marketing decisions.
Value We Generate We enable greater prospect conversion, increased customer retention,
improved cross sell rates, enhanced loyalty and higher customer value
Why ClickSquared?
• Broadest cross-channel delivery capabilities, enterprise-class campaign
management tools, unique multi-audience database support, embedded
analytics, industry expertise, packaged programs and value-add marketing
services
Who We Do It For • 100+ innovative companies put their trust in ClickSquared for the design,
management, execution and measurement of their marketing programs.
• Admired brands include HomeAway, Hyatt, Dr Pepper Snapple Group, Lenovo,
East Coast Trains, Cutty Sark, Lorillard, Four Seasons, Greyhound, Capital One
Bank and The Boston Celtics
© 2012 Forrester Research, Inc. Reproduction Prohibited 4 © 2009 Forrester Research, Inc. Reproduction Prohibited
Redefining the Marketing Technology Backbone Rob Brosnan, Senior Analyst, Customer Intelligence
@brosnaro
June 21, 2012
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Agenda
Trends affecting marketing technology
Modernizing the marketing technology backbone
Defining marketing technology requirements
Next steps and recommendations
Summary
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Marketing needs lots of technology
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1 Access to Customers
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Customers are increasingly always-addressable
Source: North American Technographics® Online Benchmark Recontact Survey, Q3, 2011 (US, Canada)
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2 The expanding
path to purchase
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The expanding universe of customer interactions
Source: March 11, 2011, “Welcome To The Era Of Agile Commerce” Forrester report
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3 The Splinternet.
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Empowered consumers
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4 The Data Conundrum
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Marketers struggle to unify customer data
Source: Q4 2010 Global Technology Benchmark Online Survey
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Agenda
Trends affecting marketing technology
Modernizing the marketing technology backbone
Defining marketing technology requirements
Next steps and recommendations
Summary
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Marketing technologies touch all parts of the organization
Source: February 14, 2012, “Revisiting the Enterprise Marketing Software Landscape ” Forrester report
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The marketing technology backbone
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Application suites are startlingly complex
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But data and optimization span the landscape
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Rules reflect the business, not customer needs
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Rethinking the backbone
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Rethinking the backbone
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Targeting addressability in the splinternet
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Agenda
Trends affecting marketing technology
Modernizing the marketing technology backbone
Defining marketing technology requirements
Next steps and recommendations
Summary
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Requirements require a series of strategic choices
Balancing stakeholders across the buying process
Linking business processes and capabilities
Integrating interacting systems
Stringing together data sources
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Forrester’s marketing technology maturity model
• Data
• Technology
• Processes
• Analytics & Measurement
• Resources
• Strategy
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Stage 1: operational mastery
Key objective: establish operational capabilities for each channel or
customer touch point
Method: defining technology roadmap, focused on acquiring point
solutions
Characteristic technologies: e-mail service provider, social listening
platform, web content management
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Stage 2: cross-channel integration
Key objective: move beyond traditional direct marketing to integrate all
outbound and inbound channels
Method: establish marketing technology assessment and 3-5 year
roadmap with a focus on enterprise or integrated approach to technology
acquisition
Characteristic technologies: cross-channel campaign management,
marketing resource management, marketing asset management
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Stage 3: optimization
Key objective: prove the ROI of marketing technology investments
Method: implementing change management and training processes
focused on encouraging agile, cross-channel optimization.
Characteristic technologies: data mining and modeling, predictive
analytics, contact optimization
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Stage 4: real-time unification
Key objective: calibrate the capabilities of the marketing technology stack
to customer’s real-time needs
Method: use customer intelligence to inform the strategic planning of
multiple business units
Characteristic technologies: channel neutral interaction management,
event based marketing, multi-channel attribution
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Agenda
Trends affecting marketing technology
Modernizing the marketing technology backbone
Defining marketing technology requirements
Next steps and recommendations
Summary
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Developing your marketing technology strategy
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Identify your key touch points, decisions, and rules in sales, marketing,
fulfillment, and customer support.
Evaluate opportunities to automate marketing processes and customer-
facing decisions.
Review your current operations and capabilities.
Create a technology strategy and phased implementation roadmap.
Dimensions: strategy, resources, analytics & measurement,
processes, technology, and data
Prove ROI in high-value segments and interactions.
© 2011 Forrester Research, Inc. . Reproduction Prohibited
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Agenda
Trends affecting marketing technology
Modernizing the marketing technology backbone
Defining marketing technology requirements
Next steps and recommendations
Summary
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Data Management & Analytics
Channels / Delivery Campaign Management
Capture Intent Customer Understanding
Industry-
Leading
SaaS
Marketing
Automation
Platform Database Design
Database Hosting
Hygiene / Merge-purge
ETL
Predictive Analytics
Descriptive Analytics
Mobile / SMS
Social
Web
Direct Mail
Survey
Cross-Channel Orchestration
Targeting, Segmentation & Testing
Audience Management
Shared Business Rules
Dynamic Content
Comprehensive Reporting
Solicitation History
Ad Hoc Analysis
Response Tracking
Preference Management
Data Visualization
Behavioral Triggers
Customer Scoring
The SaaS Cross-Channel Marketing Hub automates and integrates a variety of marketing
functions, from cross-channel campaign management, to data management and analytics.
Cross-Channel Campaign Management in the Cloud
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Fast Time to Value
Easy to Use
Powerful
More Effective
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Questions
© 2009 Forrester Research, Inc. Reproduction Prohibited
Thank you
www.forrester.com
Robert Brosnan
+1 212.857.0734
rbrosnan@forrester.com
Twitter: @brosnaro
Dan Smith
+1 857.246.7614
dsmith@clicksquared.com
Twitter: @dsmithC2
www.clicksquared.com
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