How Modern Marketing Works Yorick Astier EMEA Marketing Cloud Sales Leader
Oracle s obsession Help you transform your Marketing 2
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Lady walking in the fountain 4
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
The Role of Today s Marketer Is Different Technology & Empowered Consumer Driving Change 6
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
Buying process increasingly marketing-driven MARKETING SALES Education Active Buying Closing 8
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
Image d un trek 11
5 Tenets of Modern Marketing 14 Targeting Engagement Conversion Analysis Marketing Technology
Targeting Truly Know Your Customer 15
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
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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
DIGITAL BODY LANGUAGE PERSONAS DATA 21
Know Your Customer: Social Listening Listen to what people are saying about your brand 22
Know Your Customer: Eloqua Profiler Tracks any activity: owned, earned, paid media 23
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Engagement Multichannel Always-On Marketing 25
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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
DIGITAL SOCIAL MOBILE 31
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Increase Conversion with AdFocus 35
SOCIAL 36
Extend Your Campaign Reach with Social Marketing 37
MOBILE 38
Easily Design Mobile Friendly Campaigns 39
CONTENT MARKETING 40
CONTENT MARKETING 41
Conversion Turning Prospects into Customers and Customers into Advocates 42
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Deliver Better Leads: Eloqua Lead Scoring 44
Enable Sales to Profile and Engage with Their Best Opportunities 45
Analysis Data Driven Accountability 46
3 out of 4 CEOs want marketers to become 100% ROI-focused 47 * 2013, Fournaise Group study of CEOs
But less than 1 in 3 companies properly calculate marketing ROI* * 2013, emarketer survey 48
AND QUANTIFY JUSTIFY 49
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Marketing and Sales Alignment 51
Comprehensive Benchmarking 52
Turn Insights Into Action Revenue Performance Indicators Value Reach Conversion Velocity Return Revenue Benchmark Index Real-time marketing benchmark data 54
Marketing Technology 0010110 1000100 11100 1101100 0010110 0011110 11100 10100 010011 010001 0010110 00100 01 0010110 101101 101 1001 1001 Universal Customer Profile 55
The Set of Marketing Tools is Exploding 56 Source: Scott Brinker, chiefmartec.com
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An Eye-Catching Study Emerges By 2017 the CMO will spend more on IT than the CIO. Gartner January 2012 61
TRULY KNOW THE CUSTOMER MULTICHANNEL ALWAYS-ON MARKETING DATA DRIVEN ACCOUNTABILITY 62
CUSTOMER OBSESSED MARKETER 63
Leading Modern Marketers Rely On Eloqua 64
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
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 Direct marie.escaro@argus-presse.fr @argusdelapresse @marieescaro
LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT L ARGUS EN CHIFFRES 30.000 MARQUES 135 ANS 800 EMISSIONS TV 11.000 PUBLICATIONS 500 EMISSIONS RADIOS 50.000 PANORAMAS DE PRESSE / AN 10.000 CLIENTS 6.500 50.000 JOURNALISTES 1.200.000 BLOGS SITES WEB 270 RADIOS/TV 6.000.000 RETOMBEES MEDIAS / AN 100.000.000 SOURCES WEB 2.0 450 COLLABORATEURS 3.500 BLOGUEURS 500.000 RETOMBEES ANALYSEES / AN
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.
LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT LA CONFIANCE DE 10.000 CLIENTS BEAUTE / HABITAT / BIEN-ÊTRE INDUSTRIE / GRANDE DISTRIBUTION ADMINISTRATION / COLLECTIVITE / POLITIQUE / SOCIAL SERVICES ET DIVERS ENTERTAINMENT AGENCES DE COMMUNICATION
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 2011 2012 2013 2014 2015 TRADITIONNEL COMPORTEMENTAL AUTOMATION Outsourcing Campagnes Marketing Intégration Campagnes complexes Modélisation Marketing automation Intégration Marketing Social Campagnes simples Refonte modèles lead scoring
LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT LES INDISPENSABLES DU MARKETING Les besoins Les pré-requis Fidéliser Cibler ROI Campagnes Performance envoi emailing Développer Analyser Accompagnement au changement Coordination inter-services Data Quality Management
LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT POURQUOI ELOQUA? CRM
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
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LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT LE SCENARIO D UNE CAMPAGNE AUTOMATION Attente -> 05/09/13 Email d inscription S est-il inscrit? Email «Encore temps de s inscrire» Pour les inscrits, rappel à J-15 S est-il inscrit? Pour les inscrits, rappel à J-2
LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT LES CAMPAGNES DE COMMUNICATION Newsletter mensuelle Lancement de produit Invitation événement Communication client
LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT LES CAMPAGNES COMPORTEMENTALES Cycle de vente Le teasing L offre Le rappel ciblé
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
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
LA COMMUNICATION NOUS REUNIT - L INFORMATION VOUS ENRICHIT AVANT / APRES AVANT APRÈS OPEN CLIC OPEN CLIC 27,2% 2,1% 59,5% 3,2%
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