MITCHELL MACKEYAPAC Marketing DirectorAnsell

AMY WALKERCo-Founder & Head of GrowthCooperate

How better Marketing Operations makes us better Marketers.

Amy WalkerHead of Growth

Mitchell MackeyMarketing Director

“By 2020, 90% of brands will practice at least one form of marketing personalisation.

However, content - not data - will be the bottleneck and primary cause of failure.”-Gartner

The bottleneck.

20102000199019801970 2020

Bottleneck

Budget & Resources

Channels,Markets,Personas

Content Volume

1965

Distribution

Only 3 TV channels and one hour of advertising space for all to compete for.

2007

Multiple Channels

The problem became creating enough content to cover all the channels you distribute to.

2018

Personalisation

Not only creating specific content for channels, but specific content for customer personas across those channels.

As marketers, we’re investing billions in personalisation technology.

But we rely on archaic tools to feed these platforms...

Visualise your brands customer journey, deliver great content at each stage of that journey and see how it all performs.

Mitchell MackeyMarketing Director

Stricter Privacy Laws

The GDPR privacy standard

changes the game for all us, not

only in Europe.

Too Much Content

Our customers are awash with

content across multiple

channels.

Demand For Quality

The demand for quality content

to fuel journey-driven marketing

has never been higher.

Marketing operations capabilities are modern marketing enablers.

Our business goals

To better fuel our sales, marketing and service front end engine with quality content, Ansell needs to:

Plan and execute global campaigns.

Efficiently request, collect and track approvals.

Provide resources to regional teams, while maintaining brand consistency and authenticity.

Inform agency partners of briefs and guidelines for campaigns.

Automate business processes and workflows.

Develop a calendar of record that encompasses all channels and can be easily disseminated.

Access data and insights of content and campaign performance across all executed channels.

Multiplying

distribution

channels

What’s in our way?

We have great stories to tell, a practice of innovation, and great customer outcomes, providing a fertile ground for our great content. The challenges, however, are real.

Disparate teams

& inconsistent

outcomes

Regulatory

and legal

compliance

Organisational

and geographic

complexity

The problems we face

●Poor visibility into how content is produced and

distributed.

●Inconsistent infrastructure & governance.

●Limited abilities to measure our business impact.

●No easy way to manage approvals during content

creation process.

●Internal and external partners struggle to collaborate

effectively.

Our challenging brand and business unit portfolio

Current process challenges

It can takes us months to produce a newsletter.

Current process challenges

We endeavor to track, manage and measure in Excel.

We are crazy to still be trying to manage marketing operations with manual systems like email and Excel which require heroic efforts from individual team members.

Ansell needs a single solution for our marketing operations.One platform to centralise all of our marketing operations, by bringing our people, processes and content into one place.

Centralisation ensures brand consistency, improves work efficiency and gives greater insight into marketing planning and activity.

Dashboard Overviews

Campaign Calendars

Centralised Planning

Team Alignment

Content Compliance

Streamlined Production

Digital Asset Management

Performance Insights

Enterprise Grade

Bringing the upstream and downstream together. Our existing upstream tools are manual, and siloed from our downstream marketing stack - we need a platform which will not only manage our upstream marketing operations efficiently, but will also integrate with our downstream sales, marketing and service front end.

Plan

Collaborate Create Approve Distribute

Email

Store

Advertising

Website

Analytics

Siloed Upstream Manual Tools

UPSTREAM TECHNOLOGY DOWNSTREAM TECHNOLOGY

A holistic end-to-end environmentO

Leveraging agile use cases to find the right solution.Ticking off a feature checklist was not going to tell us if a solution would do what we needed, so we adopted the agile method of ‘use cases’ to define the day-to-day process we needed to solve for.

Example: Marketing Planning ‘Use Cases’

●As a marketer, I would like to be able to plan and execute multiple

global and localised campaigns.

●As a marketer, I would like to collaborate with my colleagues all over

the world on local and regional marketing production and campaigns.

●As a manager, I want a simple way to manage my approvals and

see everything in one place.

Agile Kanban Marketing Views

Approval Processes Agreed

Rapid Content Iterations

All Channels Connected to One System

Performance Reports for all Channels

Deploy Fast to Regions, Markets

Where does Ansell need to get to?

Utilize the embedded Digital Asset Management functionality

Moving from complexity to flow.

Enabling productive, genuinely agile marketing.

Simple, yet Sophisticated Marketing Processes

The Right Team with an Agile Mindset

A Centralised Marketing Operations Platform

Which aligns to and supports the customer journey.

“It’s about efficientlymanaging our people, processes and content. Replacing complexity with sophistication.”

Takeaway #1

“Buy-in from key stakeholders and the wider team is critical.”

Takeaway #2

“Your solution must integrate with your Martech ecosystem.”

Takeaway #3

“Get the boring stuff right, the basics, so you can focus on the exciting stuff.”

Takeaway #4

“Link everything back to the customer journey.”

Takeaway #5