tsia technology services world 2016 presentation modern services marketing and thought leadership
TRANSCRIPT
FRED ISBELL
SENIOR DIRECTOR & HEAD OF
THOUGHT LEADERSHIP MARKETING
SAP DIGITAL BUSINESS SERVICES MARKETING
Modern Services Marketing:
Navigating a World of Outcomes-Based
Solutions and Digital Transformation with
Thought Leadership & More
Modern Services Marketing: Navigating a World of
Outcomes-Based Solutions and Digital
Transformation with Thought Leadership and More
The world of services marketing is undergoing unprecedented transformation.
Trends such as Digital Transformation and Innovations including Cloud, Social
Media and Big Data and Analytics have redefined the landscape of marketing.
The Modern Marketer must combine both art and science to meet the
constantly changing needs of the services market.
In this session we’ll examine the characteristics of a successful Modern
Services Marketer, look at technology as a key enabler to Transformation and
Innovation, and address best practices for Thought Leadership and storytelling
and skills for Modern Marketing.
Agenda
Modern Marketing
Innovation Adoption 101
Thought Leadership
Digital Transformation
Navigating Innovation & Marketing Technologies
Resources, Information and Q&A
The Era of the “Modern Marketer”
Modern Marketing is Happening NOW
Source: Scott Brinker @chiefmartec
http://www.chiefmartec.com
Marketing must provide the “glue”
binding different parts of the
company around the brand promise
– and embrace five key
responsibilities:
Represent the voice of the market
Synchronize the customer experience
across all channels
Be the brand steward
Capitalize on insights
Be an integrator and force multiplier
across the company
Source: SAP Customer Engagement & Commerce (CEC)
Modern Marketing Insights & Key Requirements
Marketing’s Shifting Priorities Fundamental Changes in Marketing
Key Drivers
Buyer Behavior: More prospect interaction is occurring online,
shortening the actual time for sales engagement; the need for a digital
relationship has never been more urgent
Marketing Measurement: The global economic crisis forced marketing
to become more measurable, integrated, and accountable
Source: SiriusDecisions
Source: ITSMA
Source: ITSMA
Marketing must Align with SalesBuyers Journey & Resource Optimization
Key Elements of “Modern Marketing”
Source: SiriusDecisions
The “New” Buyer’s Journey Unites and
Aligns Sales and MarketingHow this is different:
No implicit hand-offs between sales and
marketing
Majority of exploration done on-line
before talking to a sales rep
Introduces new content requirements –
importance of mobile-ready content
Departure from traditional “Marketing
funnel”
Source: IDC
Source: Kapost 2016
The “Secret Sauce” Understanding
Buyers PersonasDefining buyer personas helps drive customer-centric innovation and go-to-market strategy
Understand both New and Understood
Buyer Personas and develop insights that drive and inform other activities,
including messaging development, campaign design, content strategy and
defining market requirements for product/solutions innovation
Source: SiriusDecisions
10 Tips for Digital Marketing Success
& Modern Marketing
Think “big issues” when deciding where to focus
Identify and build out your buyer personas
Leverage social to find ideal prospects and
accelerate list growth
Look for new ways to collect data that will enhance
your marketing
Invest the time to map out your customer journey
Think multichannel personalization
Craft content that does more than just ask contacts
to buy
Double down on improving mobile app engagement
Incorporate more video into your marketing mix
Add value to your transactional emails
Silverpop's "10 Tips for Digital Marketing Success in 2016“: http://bit.ly/1TPLt4b
Innovation Adoption 101
Business & Market Context:
The Pace of Change is Accelerating
0% 20% 40% 60% 80%
Pace of Change (%)
Q: Has the pace of change increased for your organization?
No, Not at All Yes, I Think So Absolutely
33%
61%
6%
Source: Incite Marketing Customer Study, 2015
Innovation Adoption 101:
The Model & Segmentation
Innovation Adoption:
A model that classifies
adopters of innovations
based on their level of
readiness to accept new
ideas
Innovative adoption
characteristics are
assigned to groups -- all
innovations go through a
predictable process before
becoming widely adopted.
The groups consist of
early adopters, early
majority, late majority,
and laggards
Source: dictionary.com
Source: Rogers, G. Moore, MIT Sloan/CAP Gemini
“Crossing the chasm”
Early adopters achieve:
+9% revenue creation
+26% impact to profitability,
+12% market valuation
Innovation Adoption 101Time to Innovation Adoption
Source: Rogers, Moore, McKinsey, Wikipedia
• Inflection point (curve begins to slow) =
point of “critical mass”
• Key -- get there quickly, whether users or
product volume, etc.
• Failure to “cross the chasm” (Geoffrey
Moore) or reach critical mass = doomed
to a smaller, sub-optimal market and
much smaller market share
Source: “No ordinary disruption”, McKinsey, May 2015
The “Need for Speed” has never been greater
The Hype Cycle:
Riding the “roller coaster” of innovation
• The hype cycle is a
branded graphical
presentation developed
and used by American
information technology
(IT) research and
advisory firm Gartner for
representing the
maturity, adoption and
social application of
specific technologies.
• The hype cycle provides
a graphical and
conceptual presentation
of the maturity emerging
technologies through
five phases Source: https://en.wikipedia.org/wiki/Hype_cycle
Develop a Framework for
Investment & Prioritization
Companies often struggle with allocating
innovation investments across new and
existing offerings
The SiriusDecisions Innovation Strategy
Framework helps organizations allocate
investments to achieve desired growth
objectives while managing risk
The framework contains four investment
approaches: core innovation, new market
extension, existing market expansion and
breakthrough innovation
The number of opportunities that can be
pursued exceeds the available resources –
hence organizations need to make customer-
driven investments in the areas that will
produce the most growth.
Source: SiriusDecisions
Thought Leadership
The Importance of Story Telling to
Modern Marketing
Good storytelling helps cut though the clutter and
overload of information
Storytelling is classic “showing” rather than
“telling” and has a personal element to it that is
linked to the persona of the target audience
You tell the audience the story you want them to
hear – not relying upon them to piece together
the elements of the story
You build a narrative told by you in a coherent
and compelling narrative
Use the “Pixar format” – a setup, a challenge
and a resolutionPixar’s Andrew Stanton TED Talk on Storytelling:
https://www.ted.com/talks/andrew_stanton_the_clues_to_a_great_story?language=en
Story Telling Infographic:
http://nurturenow.lookbookhq.com/2016-
nurture-touch-4/infographic
Thought Leadership Two-Minute Drill
Thought Leadership Sits at the Pinnacle of a
Successful Content Marketing Strategy
Source: Forrester 2013
“Thought leadership is not a one man show
.. it is a virtual team and not a formal
organizational structure”
Thought leadership takes a team of
the best minds in the organization
(and beyond)
Source: Sirius Decisions
Develop a Thought Leadership
Platform
Source: Forrester
SAP Programs Model IDC Buyers Journey Forrester Customer Life
Cycle
Thought Leadership is great storytelling
delivered across the buyers journey and
customer lifecycle w/ focus early on and
mostly in a digital and/or off-line format
Definition: A thought leader is
an individual or firm that is
recognized as an authority in a
specialized field and whose
expertise is sought and often
rewarded
Timing: Tied to the awareness
and consideration phase of the
Buyer’s Journey and
(sometimes) pre-demand
generation and always before
purchase phase
Format: Usually Before a
prospect or customer engages
a sales person, and often digital
in format
Thought Leadership maturity varies from
organization to organization and is dynamic and
consistently evolving; SAP is on the upper-end of
Thought Leadership maturity in our industry along
with IBM, CISCO, and others
ITSMA Thought
Leadership
Maturity
Model
“The purpose and process of thought leadership is widely
misunderstood and misapplied, causing mixed results”
-- SiriusDecisions
SAP Customer Success:
The Digitalist SAP platform for Thought
Leadership and Executive
Research
BLOG contributions from
internal and external thought
leaders
Executive Quarterly tablet
magazine
Executive Research including
white papers, infographics and
more
All shared & promoted through
social media marketing
2M+ page views YTD, 900K
unique visitors
Executive Research
Executive
Quarterly
Tablet
Thought Leadership BLOGS
www.digitalistmag.com
Social Media Sharing
Digital Transformation
Why Do We Need to Respond to New Technology and Innovations?
Bill McDermottSAP CEO
May 2015
"Innovation has created a digital
economy and digitization is affecting
all businesses and all industries. So
how do you make this transition to
digital? Simple. Every business in
here today is in a state of
transformation”.
Digital Transformation – a Definition
Source: PAC
Digital Transformation:
The common issues we hear
SAP Digital Business Framework
Navigating Innovation &
Marketing Technologies
My Innovation Journey & Navigation
IBM 3270
Terminal
c.1982
Compaq
“Portable”
c. 1983
Tech
Stack
c.2016
Desktop,
Laptop &
iPAQ PDA
c. 1998
IDC PerspectiveAdoption of 3rd Platform Technologies
Enterprises are using 3rd platform technologies to create value and
competitive advantage through new offerings, new business
models, and new relationships
Source: IDC
Cloud
Abundance of cost-
effective computational
power and storage
Social
Connected business
and social networks
Big
Data
Real-time analytics
for behavioral and
predictive insights
More than 60% of CEOs expect 15-50% of their
earnings growth in the next 5 years to come from
technology-enabled business innovations.– McKinsey study, 2013 ”
“
Innovation Technologies Will Drive
Digital Transformation
Internet of Things (IoT)
Machine to Machine communications and sensor-based Data
SAP Customer Success:
McLaren
SAP Customer Success
MIT• Migration to Suite on HANA in the HANA
Enterprise Cloud (HEC) builds foundation
for • Real-time access to transactional data
• HANA Cloud Platform (HCP)
• SAP Fiori
• SAP S/4
• Enable a flexible staffing model to rapidly
gain access to specialized technical skills
and quickly respond to community needs • Enable staff to focus on MIT-specific,
differentiated needs
• Disaster Recovery (DR) availability outside of
Boston metro area
• Improved performance
SAP Customer Success
Statistics on NHL.com Real-time Statistics w/ SAP HANA
Enterprise Cloud (HEC):
NHL.com powered by SAP HANA Enterprise
Cloud, SAP analytics and data visualization
Goal: increase fan engagement &
deepen loyalty
Includes new design, introduction of
enhanced statistics & visualization
capabilities
Playoff prediction tool/bracket challenge
Strong results:
• 98 years worth of NHL statistics
• 25% increase in new visitors since the
new stats section was launched
• 45% increase in time and engagement on
siteNHL Customer Testimonial Video
Smart metering for a North American
leader in energy distribution
Honda R&D -- Connected cars & using
sensors and IoT for a sense-and-
respond paradigm to increase efficiency
SAP Customer Success
Internet of Things (IoT)
Air as a service
Engine testing in real-time linking
testing applications to SAP analytics
Business & IT Outcomes
Navigating the Marketing Technology Landscape
Focus your Learning &
Development upon:
Customer Relationship
Management (CRM)
Marketing Automation
Marketing Dashboards
Digital Media
Big Data and Analytics
Data Visualization
Predictive Analytics
Source: Scott Brinker @chiefmartec
http://www.chiefmartec.com and Lumascape
The number of marketing solutions doubled year over year
(YoY) -- 3,874 marketing technology solutions
~3,500 unique vendors
Up from ~350 in 2012
SAP is a long-time trusted leader
in transforming businesses
More at www.sap.com
Resources & More Information
SAP.com: www.sap.com
SAP Community Network (SCN):
scn.sap.com
SAP Digitalist: digitalistmag.com
SAP Digital Business Services on
sap.com:
www.sap-digital-business-
services.com/
And of course TSIA:
https://www.tsia.com
Contact Information
Fred IsbellSenior Director, SAP Service & Support Marketing
www.sap.com/services
Twitter: Fmisbell Facebook: Fred M Isbell
Linked In: https://www.linkedin.com/in/fred-isbell-903827
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