Jeremy Waite Head of Digital Strategy, Marketing Cloud EMEA @JeremyWaite Jeremy.Waite@Salesforce.com

CMO Survival Guide 2015

4 TECHNOLOGY SHIFTS, 4 BEHAVIOURS & 12 TIPS! The job of a marketer has always been to connect with their customers as fast as possible by creating engaging content, providing better customer service and using technology to help you do these things. •  Build Relationships Faster •  Provide Better Customer Experiences •  Make Money & Save Money •  Loyalty, Customer Journeys & Trust

THANK YOU

1. Growing Profitable Revenue

2. Connecting with Customers

3. Competition in the Marketplace

Gartner CMO Spend Survey 2015

Journeys Contacts Content Channels Analytics Apps

Top 3 CMO Challenges in 2015

75% executives ignore data and trust their gut-instinct when

making major strategic decisions. PwC

IBM CMO STUDY

“4 out of 5 CMOs anticipate a high level of complexity over the next 5 years ~ but only 50% feel ready to handle it”.

4 Technology Shifts 2015

Cloud based companies

reduce development

time by 11.6%

By 2018 ~ 25% of all corporate

traffic will flow directly from mobile

to cloud

Average online attention span

is now 5 seconds

90% of the world’s data didn’t exist

in 2014

UNKNOWN KNOWN

Fragmented 1:Many Untargeted Seamless 1:1 Journeys

Technology Shift 1 MOBILE

Technology Shift 2 CLOUD

The job of a marketer is to make money and save money… CHALLENGE By 2017 25% of corporate traffic will flow directly from mobile to cloud. OPPORTUNITY •  Cloud 5x faster and half the cost. Salesforce SMB •  Only 34% of the 421 companies with fewer than 100 employees are

currently using / implementing cloud (compared with 69% of medium-sized and large enterprises). IDC

“The Cloud is the Fastest Path to

Success”.

Enterprise Cloud Computing

Fast Innovative Open Easy Trusted

No Hardware

No Software

Faster ROI

Flexible

Automatic Upgrades

Continuous Improvement

Any Device

API First

Data Portability

Secure

Transparent

Performance at Scale

Subscription Model

Real-time Customizations

AppExchange

Technology Shift 2 CLOUD

Coding Productivity

47 % +

42 % +

Decrease in IT Costs

Faster Integration

47 % +

Faster System Testing

46 % +

Faster Deployment

55 % + Faster

Configuration

52 % +

Faster Design

50 % +

Source: Salesforce Customer Relationship Survey conducted March 2014 - May 2014, by an independent third-party, Confirmit Inc., on 4,100+ customers randomly selected. Response sizes per question vary.

Average Percentage Improvements Reported by Salesforce Customers

Technology Shift 2 CLOUD

The Fastest Path from idea to app.

• Think Big • Start Small • Scale Fast

Technology Shift 2 CLOUD

Technology Shift 3 SOCIAL

“Better to have 100 people who love you, than 1 million who kinda like you”. Brian Chesky, Co-Founder AirBnB

YouTube’s 490 million users upload more video in 60 days than the three major U.S. television

networks created in 60 years

Technology Shift 3 SOCIAL

The Future is Anonymous…

Everybody has 3 lives? 1.  Personal Life 2.  Private Life 3.  Secret Life

Technology Shift 3 SOCIAL

69% Dark Social | 23% Facebook | 8% Other Social Networks

By 2020… 10x mobile data 19x unstructured data 50x product data

Technology Shift 4 DATA SCIENCE

Technology Shift 4 DATA SCIENCE

We create 2.5 quintillion bytes of data every day. That’s equivalent to one new Google every 4 days... …and the digital universe will be 40X bigger by 2020.

INTRODUCTION 12 CMO TIPS

TRUST

Trust in Companies Headquartered in the Following Countries 2015

Edelman Trust Barometer Report

TIP 1 BUILD TRUSTED RELATIONSHIPS

Only 14% customers trust brands but 78% trust their friends.

OXFORD RESEARCH

“Lack of trust is the biggest threat to the advertising industry”.

Simon Litherland – Britvic CEO

HOW DO YOU BUILD TRUSTED RELATIONSHIPS IN

The Disruptive Economy?

Information is powerful but it is how we use it that will define us... @Avinash

TIP 2 STOP BUYING PEOPLE’S ATTENTION

“5% increase in customer retention can generate a 75% increase in profitability”.

BAIN & CO.

SPEED

00:22

00:05

“Companies are no longer competing against

each other. They are competing against

speed”.

@Benioff

Ulrik Nehammer CEO Coca-Cola EMEA

“In the past it was the big companies out-competing the small companies... Today it is the fast companies out competing the slow companies”.

Sales

9% 11%

12%

10% 25%

33%

5 minutes

15 minutes

30 minutes

1 hour 24 hours

3 days

TIP 3 CONNECT WITH YOUR CUSTOMERS FASTER

42% Customers expect a response from a brand within 1 hour.

EDISON RESEARCH

CUSTOMER JOURNEYS

92% Companies say customer is a top stratgic priority. 45% do not have the budget they need to get the job done.

FORRESTER

Click Facebook Ad

Newsletter Sign-up

Personalized Content Email

Mobile Opt-in Download App

Contact Customer Support

Evangelize on Facebook

Support Issue Resolved

First Purchase

CUSTOMER JOURNEYS

TIP 4 CREATE 1:1 CUSTOMER JOURNEYS

Only 37% of Executives know How To Measure the Lifetime Value of Their Customers

BAIN & CO.

Understand the Customer Journey in Real-Time

TIP 4 CREATE 1:1 CUSTOMER JOURNEYS

Do you know who your

customers are?

Where are they in their journey?

Are you engaging and moving them along the

journey?

Are you measuring the impact on your

business goals?

TIP 4 CREATE 1:1 CUSTOMER JOURNEYS

The Four BIG Questions

TIP 5 THINK CUSTOMERS NOT CONSUMERS

75% Customer conversations now happen though customer service.

GARTNER

77% of consumers don’t want a relationship with a brand?

HARVARD BUSINESS REVIEW

TIP 6 KNOW WHO YOUR CUSTOMERS ARE

•  Who? •  What? •  Why? •  Where? •  When?

TIP 6 KNOW WHO YOUR CUSTOMERS ARE

TIP 6 KNOW WHO YOUR CUSTOMERS ARE

TIP 6 KNOW WHO YOUR CUSTOMERS ARE

LOYALTY

“You can’t purchase loyalty”.

Frank Underwood

6x Cheaper To Keep A Customer Than Acquire A New One.

A 5% Increase in Customer loyalty is everything.

TIP 7 LOVE THOSE WHO HATE YOU

“Customer service is one of the only times you have 100% Of your customers attention”.

Ted Rubin World’s “Most Connected” CMO

Unnecessary service costs to online retailers due to channel escalation are $22 million, on average.

Source: Forrester, Embrace Continuous Improvement To Power Customer Service Operations, 11.6.13

TIP 7 LOVE THOSE WHO HATE YOU

“Their preferred channel…”

TIP 8 HAVE A “SINGLE VIEW”

“We don’t have to predict the future, because we have a fundamental relationship with the customer that is adaptive”.

Caspar de Bono Managing Director B2B, FT.com

Build Relationships. Faster.

#BIGDATA

Volume Velocity Variety Veracity

5B Smartphones

by 2017 Customer Data

Purchase Data

500m+ Social Networks, Blogs

& Forums

Social Data 2.5

Quintillion bytes of data every day

Connected Data

Connect with your customers. Faster. Become a Customer Company

Analytics

THE CUSTOMER SUCCESS PLATFORM

Thank you

Jeremy.Waite @ Salesforce .com | @JeremyWaite | @MarketingCloud

QUESTIONS?

TIP 8 BUILD A CONVERSATION STRATEGY

Marketing | PR & Brand | IT | BI Customer Service | Sales | HR | Operations

“Conversation Strategy”.

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