customer experience personalized communications_product overview
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1© Copyright 2009 EMC Corporation. All rights reserved.
InIn--depth Customer Profile on depth Customer Profile on Marketing ROIMarketing ROI How a Global 2000 Brand Achieves Their ROI Goals for Marketing
2© Copyright 2009 EMC Corporation. All rights reserved.
The Marketing Imperative
2
What are the new objectives of marketing?
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The Marketing Imperative
Elevated Customer Experiences
“Which of the following are major technology themes for your marketing organization?”
4© Copyright 2009 EMC Corporation. All rights reserved.
The Marketing Imperative
Return On Marketing Investment
Elevated Customer Experiences
1414 3636
2626 4242
2525 4444
2424 4646
3434 4040
2929 4747
2727 4747
3333 4444
4343 4242
4646 4343
Extremely Important Very Important
Leveraging marketing technology advances
Justifying marketing investments enterprise wide
Marketing innovation/creativity balanced against driving business growth
Building marketing knowledge in trends and developments
Maximizing customer profitability
Managing brand strategy
Overall marketing accountability
Integrated marketing communications
Linking marketing to financial performance
Alignment of organizational marketing goals
Challenges of being more business relevant:
cooper roberts research, 2008
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Targeting The Business Impact
RevenueEnhancement
CostExtraction
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Size of company• $750M in revenues• 5,000 employees
Marketing department• 200 people, globally located. Marketing centers in China, London and NY
Agency• 9 key outsource agencies: advertising, PR and Web 2.0, and collateral
Product launches• Quarterly product releases, with a major release every year
Marketing efficiency, shrinking budgets by 10%. Position
themselves for strong growth emerging from the recession
Business to Business Co.
7© Copyright 2009 EMC Corporation. All rights reserved.
Customer Experience
Marketing Execution
Modeling the business impact: Cost Drivers
Time
ExpectedRevenue
Ramp
Actual Costs
Target Marketing Costs
Marketing Collateral Production
Reduce by $150,000
Sales Collateral Production
Reduce by$100,000
Agency Costs
Reduce by$400,000
Marketing Systems
Reduce by$100,000
Costs
Rev
enue
s
Business to Business Company’s Marketing
Budget is 5% of revenue = $37.5M
8© Copyright 2009 EMC Corporation. All rights reserved.
Customer Experience
Marketing ExecutionRevenues
Time
ExpectedRevenue
Ramp
Actual Revenues
Modeling the business impact: Revenue Drivers
“I want a true interactive and personalized
experience… recommend products I’m truly interested in!”
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Customer Experience
Marketing ExecutionRevenues
Time
ExpectedRevenue
Ramp
Actual Revenues
Modeling the business impact: Revenue Drivers
“Sales and partner sales are ramping much too
slow”
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Customer Experience
Marketing ExecutionRevenues
Time
ExpectedRevenue
Ramp
Improve sales ramp - $1.1M
Actual Revenues
New customer acquisition - $2.5M
Increase sales close rate - $2M
Increase share of wallet - $1.3M
Modeling the business impact: Revenue Drivers
Business to Business Company’s revenue
goal is $6.9M.Less than 1% revenue
increase.
11© Copyright 2009 EMC Corporation. All rights reserved.
Customer Experience
Marketing Execution
Brand reputation and equity
Regulatory compliance
Rights security and IP protection
Social media leverage and governance
Modeling the business impact: Strategic Benefits
12© Copyright 2009 EMC Corporation. All rights reserved.
Doing the Analysis
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Principles behind the analysis
You need to own the numbers
Simplify to critical areas
Involve the organization: “ROI workshop”, and finance
Run different scenarios
14© Copyright 2009 EMC Corporation. All rights reserved.
Documentum Solutions for Interactive Marketing
MarketingProcess
Management
Customer Communications
Management
Customer Intelligence
Management
Brand Management
Web Experience
Management
15© Copyright 2009 EMC Corporation. All rights reserved.
Brand Management
Marketing Repository
Video Management
3D Image Management
Collateral Production
Presentation Management
Agency Collaboration
Image Management
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Revenue drivers: sales ramp and new customer acquisition Revenue drivers: sales ramp and new customer acquisition
Ensure right brand assets for field salesperson, distributor, loEnsure right brand assets for field salesperson, distributor, local public cal public relations firm, journalist, or whoever else need it relations firm, journalist, or whoever else need it -- within minutes. within minutes.
Increased advertising due to accessibility Increased advertising due to accessibility –– asset downloads no longer asset downloads no longer constrained by US eastern time zoneconstrained by US eastern time zone
Cost saving drivers: agency costs and collateral productionCost saving drivers: agency costs and collateral production
Elimination of cost of shipping invoices between global officesElimination of cost of shipping invoices between global offices
Reduction of nonReduction of non--creative agency fees saved millions per yearcreative agency fees saved millions per year
Trusted source for all brand assets reducing information
silos.
Brand Asset Repository - Customer-
17© Copyright 2009 EMC Corporation. All rights reserved.
Low hanging opportunities
Video Management
3D Image Management
Collateral Production
Presentation Management
Agency Collaboration
Image Management
Marketing Repository
Global Image Library
Agency Collaboration
Presentation Management (especially B2B)
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Web Experience Management
Marketing Repository
WebAuthoring
DynamicDelivery
Web 2.0 andAnalytics
Design and Site Management
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Live FeedsLive FeedsLive Feeds
Social NetworkingSocial NetworkingSocial Networking
TailoredTailoredTailored
Blogs / WikisBlogs / WikisBlogs / Wikis
TaggingTaggingTagging
Rich MediaRich MediaRich Media
PollingPollingPolling
CustomerRevenue drivers:
Continuous product launches create 365 day publishing window
Web 2.0 and social media stack
Multi-channel publishing: Web, mobile, RSS, video
Business owners drive content, look and feel and social media activities
Cost savings drivers: marketing IT systems
Consolidate over 400,000 pages: 23 languages, over 1000 global publishers
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Marketing Repository
WebAuthoring
DynamicDelivery
Web 2.0 andAnalytics
Design and Site Management
Low hanging opportunities
Web 2.0 Enablement
Dynamic Delivery
Web Consolidation
21© Copyright 2009 EMC Corporation. All rights reserved.
Documentum Solutions for Interactive MarketingMarketing Platform Best Practices
MarketingProcess
Management
Customer Communications
Management
Customer Intelligence
Management
Brand Management
Web Experience
Management
In the age of digital content, marketing departments are increasingly tasked with creating digital experiences to promote their companies’ brands. IDC believes that marketing departments can reap significant benefits from investment in an enterprise marketing platform.
IDC. August 2008, Melissa Webster
Marketers are in agreement; enterprise marketing platforms are critical for managing integrated, cross-channel marketing programs and
improving marketing efficiency.
Forrester. April 2008, Suresh Vittal
Top 4 Keys To Marketing Suceess… marketing technology platformsMarketingProfs, blog, 2009
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For further information
Visit us today at: www.EMC.com/ims
Download the IDC Whitepaper on Interactive Marketing at www.EMC.com/ims
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