Post on 13-Aug-2015
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Marketing Automation
Direct Marketing
SocialMedia
Email Marketing
Search & PPC
Demand Generation
Analytics
CRM
ContentMarketing
Database Services
MobileMarketing
BusinessIntelligence
CX & Predictive Analytics
2
Customerfocused
Business unit / media
engagement
Campaignfocused
The Digital Evolution…
Level 1
Level 2
Level 3
Level 4
Level 5
Enterprise engagement
Infrastructure focus, basic capabilities
Single campaign, simple data, little offerand customer customization
Basic multi-channel, model integration,and campaign automation
Contact Optimization, multi-touch campaigns, integrated measurement platform
Customer Value Optimizationfully integrated programs & campaigns
Low value
High value
Moving from
Level 3 to Level 4 is hard.
3
Search
Display
Site
Social
MobileDat
a M
an
agem
ent
Dat
a In
teg
rati
on
An
aly
tic
s:
Targ
eti
ng
, M
ea
su
rem
en
t, I
ns
igh
t
Be
ha
vio
ral
Se
gm
en
tati
on
, L
ife
tim
e V
alu
e, A
ttri
bu
tio
n,
CR
M m
ix
First Party Data
(CRM)
Second Party Data
(Partner)
Third Party Data
Cookies
Open Graph date
Real-time Bidding
Text
Key word bidding by
segment
IndividualPersonalization
Anonymous & Individual
Personalization
Our evolution has improved how businesses analyze, segment, target and sell to customers through digital media, sales and marketing channel, RIGHT?
4
NOT. As far as we have evolved, the reality is that optimizing buyer behavior and customer experience has become increasingly complicated as the number of channels and media options grow.
TV & Radio
Display
Social
Search
Web
Store
Care
Phone
Partner
Position Expectation ProductPrice
ServiceSales
Purchase Promotion Experience Customization
Me
dia
Ch
ann
els
Brand Value proposition
Customer Centric
Question: How do we operationalize our business around customer experience given this level of complexity?
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Are we at risk of losing business from any of our top 50 accounts?
Answer tough questions…
What technology service or product will my clients likely buy?
WHAT ARE MY COMPETITORS DOING?
What can I do to prevent churn?
What is the best channel and time to connect with my customers?
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Strategies in CX set into motion preemptive business tactics...
Developing a 360º view of the customer
Ex-customerNon-buyer
ProspectSuspect
UserBuyer
Likely attrition customer
Sales and Marketing are responding by…
Developing advanced insight, targeting and
measurement capabilities
Social networks as a purchase advisor
Changing consumer buying process
Shift in media consumption patterns
Engaging consumers in more effective and productive ways
Putting the customer at the center of business strategy
The digitization
of media and channels
Socially enabled
mass engagement
Challenging economic
climate
Macro-level trends are changing the landscape
Evolving consumer expectations
Customer Experience is
constantly changing
Buyer
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There are six domains that must be mastered in order to create sustainable competitive advantage…
Ability to identify,
segment and manage high
value customers
Ability to allocate
resources that optimize ROI and long-term
customer value
Ability to micro target,
customize and personalize media and
channel experience
Ability to create metrics as
currencies and measure the incremental
impact of each marketing
activity
Ability to organize in a fashion that
allows you to respond to changes in customer,
competitor or marketplace
behaviors faster than the
competition
Ability to create and manage a 360º view of the customer
Information Insights Targeting MeasurementOptimization Agility
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BIG DATA, CX AND Predictive Analytics: What’s different?
Predictive
Analytics
Smarter
Decisions
9Listen PredictLearn
Website
Call
Display
Search
Social
Mobile
PIE solves the BIG DATA challenges brought on in today’s multi-channel, multi-tactic, multi-sourced CUSTOMER EXPERIENCE environment
BI
BI
BIBI
BI
BI
PIE channels all sources of customer interactions and intelligence into one
environment
PIE
Optimized
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Predictive indicators (PIE) will improve every stage of customer engagement and enhances employee and CUSTOMER EXPERIENCE
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Ex-customerNon-
buyer ProspectSuspect UserBuyer
Shopping
Retain
Renew
Up-sell
Deselect
Cross-sell
Activate
Entangle
Stimulate
Qualify
Win back
Acquire
Qualify
Strategy & Direction Create & Customize Manage & Perform
• Business strategy• Brand strategy• Customer strategy• Segment strategy• Offer/treatment strategy• Media strategy• Multi-channel strategy• Customer experience strategy
• Insight management• Campaign management• MRM• CRM/media mix mgmt• Segment management• Lead management• Content management• Experimentation management• Performance management
• Program development• Offer creation• Content creation• Message development• Treatment• Personalization• Customization
PIE: Analytics, Data, Applications, Tools, Infrastructure, TALENT
CRM Management Systems • Metrics and incentivesOptimization and business rules
• Organizational structure• Roles and responsibilities
• Decision authority• Governance
Buyer
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What is PI3E? –PI3 is LSC’s proprietary technology and methodology that builds customer experience roadmaps for companies operating in both B-to-B and B-to-C environments. It is in part a predictive intelligence program that integrates customer insights, business intelligence, information from a clients’ CRM program that improves marketing effectiveness, sales effectiveness and business performance at every stage of engagement with clients and prospects.
Predictive Intelligence
Engine
PIEAcross Buying
Stages
Awareness
Advocacy - Loyalty -Retention
(Relationship Value Based)
Knowledge & Research
Buying(Less Selling)
Selection(Rational
& Emotional)
Satisfaction(Experience)
Evaluation &Consideration
PersonasProfilesCI
TrendingBehaviorMonitoring
Big Data, Social, Mobile,Digital
Multi-Channel
EngagementEngine
Behavioral Insights
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Marketing Automation
Direct Marketing
SocialMedia
Email Marketing
Search & PPC
Demand Generation
Analytics
CRM
ContentMarketing
Database Services
MobileMarketing
BusinessIntelligence
APPENDIX
Draft do not use
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LSC Digital’s Executive Leadership Team
Ed MallinEd’s career spans over 27 years of experience and executive leadership in the Direct Marketing, Information Technology and Database Services industry providing sales and marketing solutions to businesses. He has been a tremendous asset to Huron with its investment in LeadingResponse..
Ed entered the industry in 1984 as a Partner and President of Compilers Plus, a leading direct marketing firm in New York. In 1990, Infogroup (then, Infousa acquired Compilers Plus; Ed served as a corporate officer, Executive VP and Group President for Infogroup for 20 years. During Ed’s tenure at Infogroup, it grew from a $30 million boutique business to an $800 million public company. Ed managed 7 Infogroup Divisions, was involved in over 15 acquisitions, and was responsible for over $200 million in annual revenue. Ed also led Infogroup’s transition into the digital space, building Infogroup Interactive into a $100 million online division.
Joe McCluskey Joe is a senior level marketing/business management expert who helps clients navigate the ever changing customer experience and how newer digital channels impact customer's loyalty. Joe works closely with the product teams on solutions that "weaponize" social, mobile, web, CRM and big data / analytics channels. Joe is recognized for his ability to align digital strategies into operational systems that can deploy business information, data and analytical solutions that increase each client's ROI.
Charlie TarzianCharlie’s career spans over 25 years of experience and executive leadership in the Agency, Direct Marketing, Information Technology and Database Services industry providing sales, technology and marketing solutions to businesses. Charlie has served as President of Barry Blau & Partners, Brann Worldwide (a division of Dan Schneider Communications. In 1998, Euro RSCG acquired Brann Worldwide; Charlie served as a CEO for Euro Circle / Circle and eventually MKTG until 2009. While Charlie served in these posts as well as a partner with HealthED and Consultant at Satori, he also developed many patented technologies that serve as the basis for the Big Willow project indication engine. He has been with LSC for the last three years where he is responsible for building out product, service and data innovation.
1414
1980
1984
2000
2005
2011
Present
List Services Corporation (LSC) is Founded
State-of-the-art Data Center goes live, Data Brokerage division established
In-house compilation group launched, first hosted marketing database goes live
LSC adds digital services with email marketing group
Acquisition of Accession Media, merger with Last Mile Networks
LSC Digital consolidates all acquired digital brands. Launches brand new website…
Our History
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According to Sirius Decisions, 66% of the buying process is complete before sales reps are engaged
That research happens in a LOT of different locations
Who else is involved in the decision?Buying teams average 6 people for complex B2B projects
Teams swell to 20+ in large enterprise buys
Individual actions trigger resource intensive follow up to qualify the opportunity
Is there a real project at all or is this just an individual request?
The Realities in Technology Services - B2B Marketing
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Executive SummaryReport Background Key Findings & Results
Data sources used to generate this report: OOW 2011 Event Attendee Lists:
Speaking Session Attendees Booth Attendees BICG Customer Appreciation
Reception Revenue and marketing analysis Capgemini Pipeline Analysis
Based on post event funnel progression
Following OOW 2011, Capgemini booked $24.5MM with 7 accounts that were in attendance at OOW.
3 of those accounts were on Capgemini’s Top 40 List Monitored by LSC: Johnson & Johnson, Cisco Systems, Loews
Following OOW 2011, Capgemini generated $128MM in pipeline at 15 accounts that were in attendance at OOW (Pipeline defined as opportunities progressing between Stages 3 – 7 from Capgemini supplied pipeline files
7 out of Capgemini’s Top 40 accounts were in attendance at OOW 2011 AT&T, Johnson & Johnson, Lowe's, Cisco Systems, Farmers Insurance, Home
Box Office, Inc., US Department of the Treasury 2 of the 7 were on Capgemini’s Country Managed Account list (CMA) in NA
Home Box Office (part of Time Warner), Johnson & Johnson 366 attendees from 251 companies engaged with us via our:
19 speaking sessions Visitors to our booth BICG Customer Appreciation Reception
18 “Hot Leads” were generated for subsequent nurturing programs. As of Q1 2012 these leads show the following status in Capgemini’s SPADE system:
Accepted - 7 Converted – 1 Rejected - 3 Retired - 1 Unqualified – 6
Comments
LSC Digital’s CX engagement was the impetus behind driving Capgemini’s transformation into the Social CRM and digital marketing space behind Rick Vargas’s leadership.
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Impact on Bookings and Pipeline within Existing Accounts
Capgemini booked $24.5MM at 7 accounts In attendance at OOW
Cisco Systems Inc, $1.98MM
Citrix Sys-tems Inc,
$11K
Johnson & Johnson Inc,
$777K
Lowes Companies
Inc, $10.8M
Manheim Auctions, $8.3MM
McDonalds Corporation,
$40K
Royal Caribbean Cruises$2.5MM
AT&T, $200K
Cabot $ 330K
Celgene $4.2MM
Cisco Systems Inc, $945K
Citrix Systems $2MM
D&H Distributing$230K
Fidelity Invest-ments Company
Inc, $290K
Land O'Lakes Inc, $571K Lowes Com-
panies Inc, $100MM
Manheim Auc-tions, $4MM PNC $600K
Royal Caribbean $2.6MM
SAVVIS, Inc., $45K
Schreiber Foods $100K
Starbucks $12MM
$128MM in pipeline across 15 accounts advanced through the
funnel following OOW
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Event Impact on Capgemini’s bookings and pipeline by Sector
General Services, $12K
MALS, $24.5MM
EUC, $331K
FS, $890K
General Ser-
vices, $2MM
MALS, $125M
M TME, $200K
Most of the bookings and pipeline generated following OOW happened in Life Sciences
$128MM in pipeline between Stage 3 and
7
$24.5MM in bookings
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Capgemini engaged with attendees from 251 companies from mostly large multi national conglomerates in Capgemini’s target account list
MALS62
25%
General Services
5321%
FS35
14%
Public33
13%
CPRD32
13%
EUC187%
TME114%
Health7
3%
A majority of our attendees work for companies in Life Sciences,
Financial Services, CPRD, and Public sectors
Greater than $1B11245%
Between $500M and $1B
2610%
Less than
$500M88
35%
Annual Revenue Not Available
2510%
Almost half of the companies we engaged with have annual revenue
greater than $1B
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Capgemini’s Speaking Sessions drawed the most qualified target audience…
Between $500MM and
$1B10
16%
Greater than $1B32
50%
Less than $500MM20
31% Not Available, 2
3%
Between $500MM and $1B
37%
Greater than $1B23
53%
Less than $500MM
1228%
Not Available5
12%
Between $500MM and $1B159%
Greater than $1B66
42%
Less than $500MM57
36%
Not Available21
13%#1 Speaking Sessions:
66 companies within our target audience had attendees attend one of our speaking sessions
#2 BICG Customer Appreciation Reception:
32 companies within our target audience attended the BICG reception
#3 Booth Visitors
23 companies within our target audience visited our booth
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Speaking Session Results Details (ranked by # of attendees)
Speaking Session # of Attendees# of
Attendees Top 40
Company Size: Greater than
$1B
Company Size:
Between $500M and
$1B
Company Size:
Less than $500M
Operational Reporting with Oracle Business Intelligence Publisher and JD Edwards: Success Story 39 5 1 18
Oracle Application Express Within Oracle SOA Suite 32 14 5 8
Merits of being a project-oriented organization: How Oracle helps Achieve it 22 11 1 8
Implementing Oracle Application Integration Architecture 11g: A Customer Case Study 21 6 3 3
Oracle Business Intelligence 11g Action Framework: Basic to Advanced Integration 17 5 0 7
"A Single Version of the Truth": Diebold Shares Its Global Vision for BI 12 9 1 1
Oracle Business Intelligence Action Framework: Actionable Intelligence Study 12 1 7 0 3
Using Disruptive Technology and BI Analytics to Automate Business Services 12 3 2 2
Accelerated Interface Development Approach: Integration Framework 11 2 4 1 6
Enabling Social Sign-in with OpenID and ATG Applications 10 1 2 1 3
Simplifying Work Order Management in the Utilities market with Oracle BPM Solutions 10 4 1 1
MDM in the Public Sector 8 2 0 1
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Speaking Session Results Details (ranked by # of attendees) Continued
Speaking Session # of Attendees# of
Attendees Top 40
Company Size: Greater than
$1B
Company Size:
Between $500M and
$1B
Company Size:
Less than $500M
Oracle E-Business Suite 12 Implementation Success Story 7 1 4 0 1
Innovation and Rationalization: The definitive Guide to Oracle Applivations Landscaping 5 1 3 0 1
TDC Denmark: A Case Study of Order Management's Role in Business Transformation 4 2 0 1
Moving Prisoners and Illegal Aliens with Oracle – JPATS “The Real ConAir” 3 2 0 0
Capgemini's Buyers Workbench: Purchasing Optimization Tool for Wholesale Distribution 2 0 0 2
Rising Costs and Falling Prices: What's a Distributor to do? 2 0 0 1
Increased Bottom-Line Cost Reductions and Top-Line Growth in Multichannel Distribution Support 1 1 0 0
Grand Total 230 6 84 16 67
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We have created a way for technology services, consulting and outsourcing companies to decipher and interpret the digital behavior of their client and prospective client’s buying process
Finance
UK
IT Procure
USA
Finance IT Procure
Our data is broad and deep, and we can find professionals by department.
Competitive intelligence has not been centrally organized which in turn limits our ability to react to conditions happening across the family tree of our accounts
In this example, a competitor just won business at a family member of one of our accountsOur solutions move away from
depending on the actions of a single individual as an indicator of a sales opportunity, to using the analysis of all the web activities of an entire organization.
CX Roadmaps –
We build Customer Experience Roadmaps
SubsidiaryFrance
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We use advanced IP targeting and account based marketing with contextual alignment to reach your exact targets at the right point in time
Our technology accesses, analyzes, and reports on a data stream that by itself is significant but as part of a larger integration of data points – creates a 360° view of a company of interest – while it is happening
Capturing the Data You Care About Most:
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• IP Address - What is it? - Every device on the Internet has a unique ID number, called an IP Address - A typical IP address looks like this: 64.149.181.87 - IP addresses are routable locations on the Internet. - There are a theoretical maximum of 4.3 Billion IP addresses on the Internet. (IPv4) - 3 Billion IP addresses are currently in use. • Host name - What is it? - Every website and most Internet servers and devices have a host name.
- Host names are easier for humans to read than IP addresses. - A host name looks like this: adsl-64-149-181-87.dsl.austtx.sbcglobal.net
- Nearly 1 Billion host names have been collected and organized so far.
IP Addresses and Host Names
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How It Works
We map each IP address to their URL
That URL gets map to a business entity in one of the multiple B-to-B databases we host:
– We take the URL’s of interest and use our B-to-B contact databases to do a lookup against all known, current contacts in that organization and present those as qualified leads that can be integrated directly into your marketing/sales automation systems or as a prospect list inclusive of email and postal addresses
Those leads can be integrated directly into your marketing/sales automation process flow or handed off to you as a more traditional contact list
These leads will:
– Accelerate and compress your lead generation process by delivering high value leads with specific data behind them
– Give you context – you now have something relevant to talk about/message to key decision makers/influencers
While giving you:
– A leg up on your competition – you are getting in market buy signals before the traditional methods of intelligence pick them up
– A dynamic way to market on the fly – you can now tie together critical business intelligence with near real time messaging
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Organizational Criteria:
– Revenue
– Employee Size
– Industry/Vertical
– Named Accounts
• Customer Lists
• Sales Prospects
• Public Lists – Fortune 500, etc
– Location
• Country
• City and/or State
– Competitive InstallsIBM Storwize, XIV, & DS5000 & EMC Data Domain
Choose Your Target
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By Keyword:
– Give us your SEM keywords aligned against your site, a particular solution, or even a specific product
By Topic:
– Give us the topics that most closely align with your product or service, we’ll create the list of keywords and phrases matching these topics
– Think like your customer
Choose Your Topic
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Contextually aligned ads served against topical content pages mapped to customer keywords
Ads enable data collection: Organizations are identified and targeted via IP Targeting across all relevant pages
Data Analytics normalizes activity to see an entire organization's activity and the buying team across the web
How It Works
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We are technology agnostic domain experts
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