How Modern Marketing Works. Yorick Astier EMEA Marketing Cloud Sales Leader

Transcription

1 How Modern Marketing Works Yorick Astier EMEA Marketing Cloud Sales Leader

2 Oracle s obsession Help you transform your Marketing 2

3 3

4 Lady walking in the fountain 4

5 The Age of the Empowered Consumer Data-Driven & Customer-Centric 20X Data volume will grow to 20X what it is today by 2020 (Gartner) 75% Of digital information is generated by individuals (IDC) 5

6 The Role of Today s Marketer Is Different Technology & Empowered Consumer Driving Change 6

7 Growing Expectations Increase the Burden On Marketing 89% No change in budget or resources 76% New responsibilities 76% Leadership judges marketing ROI faster Source: Forrester/Business Marketing Association May 2013 Global Marketing Online Survey 7

8 Buying process increasingly marketing-driven MARKETING SALES Education Active Buying Closing 8

9 Only marketers who are customerobsessed and adapt to consumers changing behaviors in real time will succeed. Forrester Research Add picture of train leaving the station 9

10

11 Image d un trek 11

12 5 Tenets of Modern Marketing 14 Targeting Engagement Conversion Analysis Marketing Technology

13 Targeting Truly Know Your Customer 15

14 The aim of marketing is to know and understand the customer so well that the product or service fits him or her and sells itself. Peter Drucker 16

15 17

16 18

17 19

18 Stephanie s Digital Body Language Professional #OracleDevelopers, #SaSSoftware, #InternetSecurity, #ITAlerts, #ITProfessionals, #LinkedIn, #Twitter, #HBS, #Assetmanagement, #TravelPhotographers, #TravelProffessionals, 500px.com Interests #KenFollet, #TravelSantorini, #NationalGeographicChannel, #TopChef, #U2, ipad, #ipadgames, #DenverBroncos, #HagenDaz, #CrimsonTide, #Law&Order #FiveGuysBurgers Recreation #Tennis, SkiForecast.com, #ColoradoNationalParks, #WineFests, #Scrapbooking, #SchwinnBikes, #Alaska, # Lifestyle #Labradoodles, #Target, Care.com, #HondaPilot, #CheerCoaches, #Yelp!Denver, DateNight.com, #NationalPTA, #DSWShoes, #BarrackObama, #Playgroups, #CartoonNetwork 20

19 DIGITAL BODY LANGUAGE PERSONAS DATA 21

20 Know Your Customer: Social Listening Listen to what people are saying about your brand 22

21 Know Your Customer: Eloqua Profiler Tracks any activity: owned, earned, paid media 23

22 24

23 Engagement Multichannel Always-On Marketing 25

24 26

25 27

26 28

27 29

28 Extend Your Multichannel Campaigns DEMAND MARKETER FIELD MARKETER SEARCH MARKETER SOCIAL MARKETER PRODUCT MARKETER WEB MARKETER CMO PR/AR/IR MARKETER CONTENT MARKETER EVENTS MARKETER PARTNER MARKETER CUSTOMER MARKETER BRAND MARKETER 30

29 DIGITAL SOCIAL MOBILE 31

30 32

31 33

32 34

33 Increase Conversion with AdFocus 35

34 SOCIAL 36

35 Extend Your Campaign Reach with Social Marketing 37

36 MOBILE 38

37 Easily Design Mobile Friendly Campaigns 39

38 CONTENT MARKETING 40

39 CONTENT MARKETING 41

40 Conversion Turning Prospects into Customers and Customers into Advocates 42

41 43

42 Deliver Better Leads: Eloqua Lead Scoring 44

43 Enable Sales to Profile and Engage with Their Best Opportunities 45

44 Analysis Data Driven Accountability 46

45 3 out of 4 CEOs want marketers to become 100% ROI-focused 47 * 2013, Fournaise Group study of CEOs

46 But less than 1 in 3 companies properly calculate marketing ROI* * 2013, emarketer survey 48

47 AND QUANTIFY JUSTIFY 49

48 50

49 Marketing and Sales Alignment 51

50 Comprehensive Benchmarking 52

51 Turn Insights Into Action Revenue Performance Indicators Value Reach Conversion Velocity Return Revenue Benchmark Index Real-time marketing benchmark data 54

52 Marketing Technology Universal Customer Profile 55

53 The Set of Marketing Tools is Exploding 56 Source: Scott Brinker, chiefmartec.com

54 58

55 59

56 60

57 An Eye-Catching Study Emerges By 2017 the CMO will spend more on IT than the CIO. Gartner January

58 TRULY KNOW THE CUSTOMER MULTICHANNEL ALWAYS-ON MARKETING DATA DRIVEN ACCOUNTABILITY 62

59 CUSTOMER OBSESSED MARKETER 63

60 Leading Modern Marketers Rely On Eloqua 64

61 How Modern Marketing Works 400% growth in leads and 33% growth in revenue attributed to lead generation and nurturing activities Lead flow up 82% and revenues up 34% over three years Decreased cost per lead from $300 to $30 Reduced leads by 35% while increasing conversion 4x 1 million Facebook fans Increased social media traffic that generated $400,000 Facebook page is most Liked of any airline in the world 65

62 LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT L ARGUS DE LA PRESSE Partenaire des professionnels de la communication et du marketing La révolution du marketing comportemental à l Argus de la presse Marie Escaro Responsable Marketing

63 LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT L ARGUS EN CHIFFRES MARQUES 135 ANS 800 EMISSIONS TV PUBLICATIONS 500 EMISSIONS RADIOS PANORAMAS DE PRESSE / AN CLIENTS JOURNALISTES BLOGS SITES WEB 270 RADIOS/TV RETOMBEES MEDIAS / AN SOURCES WEB COLLABORATEURS BLOGUEURS RETOMBEES ANALYSEES / AN

64 LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT L ARGUS DE LA PRESSE, UN POSITIONNEMENT UNIQUE CIBLER les bons journalistes, blogueurs, diffuser les communiqués de presse et optimiser sa visibilité dans les médias. CONTROLER son exposition médiatique IDENTIFIER son information stratégique EVALUER sa visibilité et son image dans les Médias et donner de la mesure à ses RP. MAITRISER la réputation de sa marque dans les médias en ligne et maîtriser son empreinte médiatique.

65 LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT LA CONFIANCE DE CLIENTS BEAUTE / HABITAT / BIEN-ÊTRE INDUSTRIE / GRANDE DISTRIBUTION ADMINISTRATION / COLLECTIVITE / POLITIQUE / SOCIAL SERVICES ET DIVERS ENTERTAINMENT AGENCES DE COMMUNICATION

66 LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT LA REVOLUTION DU MARKETING ARGUS Normalisation Référentiel clients DATA QUALITY MANAGEMENT Uniformisation des processus Gouvernance des données TRADITIONNEL COMPORTEMENTAL AUTOMATION Outsourcing Campagnes Marketing Intégration Campagnes complexes Modélisation Marketing automation Intégration Marketing Social Campagnes simples Refonte modèles lead scoring

67 LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT LES INDISPENSABLES DU MARKETING Les besoins Les pré-requis Fidéliser Cibler ROI Campagnes Performance envoi ing Développer Analyser Accompagnement au changement Coordination inter-services Data Quality Management

68 LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT POURQUOI ELOQUA? CRM

69 LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT LE CIBLAGE DANS ELOQUA Critères sur scoring Critères sur campagnes Contacts externes Administration des contacts Personnalisation de relance Gestion désabonnements Conformité CNIL

70 LE SCENARIO D UNE CAMPAGNE SIMPLE LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT

71 LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT LE SCENARIO D UNE CAMPAGNE AUTOMATION Attente -> 05/09/13 d inscription S est-il inscrit? «Encore temps de s inscrire» Pour les inscrits, rappel à J-15 S est-il inscrit? Pour les inscrits, rappel à J-2

72 LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT LES CAMPAGNES DE COMMUNICATION Newsletter mensuelle Lancement de produit Invitation événement Communication client

73 LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT LES CAMPAGNES COMPORTEMENTALES Cycle de vente Le teasing L offre Le rappel ciblé

74 LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT DU MARKETING AUTOMATION AU CYCLE DE VENTE AUTOMATION Lead Generation Marketing qualification Marketing Inbound SLA Data Quality Management Sales discovering Lead scoring / Discover Sales qualification Opportunity Management Lost Nurturing W on W elcome / Nurturing

75 LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT ELOQUA VU PAR LES COMMERCIAUX CRM contacts pistes F PRIORITY Prospect Profiler A1 B3 C4 Opportunity Sales Nurturing TRACKING

76 LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT AVANT / APRES AVANT APRÈS OPEN CLIC OPEN CLIC 27,2% 2,1% 59,5% 3,2%

77 LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT L AUTOMATION DE DEMAIN Accompagnement au changement POTENTIEL RISQUES SATIS- FACTION

78 RETROUVEZ-NOUS SUR LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT

79 83

80 Thank You 84