nasscom martech confluence 2016 session vi: cracking the code for revenue growth: great customer...

Cracking The Code For Revenue Growth:

Delivering Great Customer Experiences With

Technology Innovation

Joe Stanhope

Vice President & Principal Analyst

1 September 2016

© 2015 Forrester Research, Inc. Reproduction Prohibited 3

Customers are reshaping corporate strategies and technology agendas

4© 2016 Forrester Research, Inc. Reproduction Prohibited

Customers aren’t just

empowered, they are entitled.

The expectation that

I can get what I want

in my immediate context

and moments of need.


Source: Forrester’s North American Technographics® Online Benchmark Survey, Q3 2011, Base: 57,751 US online adults 18+

Source: Forrester’s North American Consumer Technographics® Online Benchmark Survey (Part 1), 2015; Base: 61,222 US online adults 18+

We are always addressable

51%2011

62%2015


150 to 20030 billion mobile

moments


Going digital is not enough.

80% of consumers distrust ads


Marketers must win in

customers’ moments.


∞1 :

Pre-digital


1 : 1

Digital


1 : Moment

Post-digital

Discover

Explore

Buy

Use

Ask

Engage


Change your marketing mindset.

Deliver on-brand experiences

Connections

Touch-points

Experiences

Media


Harness customer context.

Unique ProfileRelationship HistorySituational Context

Context: Marketer-driven to customer-driven

Marketing before context: Marketing after context:

• Campaigns

• Targeting

• Customer segmentation

• Media schedules

• Messages

• Transactions

• GRPs and CPMs

• Interactions

• Engaging

• Customer recognition

• Customer moments

• Utility

• Value exchanges

• Minutes of engagement


Frictionless Anticipatory Immersive

Technology is an enabler of contextual marketing

Marketing technology is ubiquitous

Source: “TechRadar™: Marketing

And Advertising Technology, Q1

2016” Forrester report

Where is my flying car?


Beware of martech comfort zones

› Our tech is really good at specific activities.

• Campaign design

• Segmentation

• Messaging

• Buying and delivering ads

• Activity reporting


Major limitations persist: breadth

› Imperative:

Deliver the

full customer

journey


Major limitations persist: depth

› Imperative:

Power customer

insights


Major limitations persist: complexity

› Imperative:

Manage the

tech stack


Change your technology mindset.


Reaffirm martech’s purpose.


Engage the customer to drive growth.

Help marketers do their jobs.

Prepare marketers for the future.

Source: Combine Systems of Insight And Engagement For Contextual Marketing, Forrester Report

Systems of

insight

Systems of

engagement


Align technology and business value

› Consolidate the control of parallel capabilities.

• Data

• Analytics

• Execution

› Tie systems of insight and engagement together.

› Isolate and innovate around the true value drivers to

create unique capabilities.

› This is the enterprise marketing core.


The enterprise marketing core

Source: “The Next Generation Of Enterprise Marketing Technology” Forrester report


1. Continuous engagement



2. Interaction distribution



3. Journey intelligence



4. Real-time processing



5. Identity resolution



The enterprise marketing core

puts marketers in control


› Flexibility: Incorporate any data or technology

› Value: Create unique intellectual property

› Visibility: Unify offline and digital experiences

Martech as a strategic weapon


5. Prioritize identity resolution.

2. Identify the tech that drives value.

1. Adopt a post-digital mindset.

3. Contextualize campaigns into journeys.

4. Balance buying criteria.

forrester.com

Thank you

Joe Stanhope

+1 617.613.8107

[email protected]

@joestanhope