Bianca BestGlobal Managing Director of Blink Consulting

Nathan BarlingGlobal Evangelist SalesForce Datorama

YOUR SPEAKERS TODAY

Bianca BestGlobal Managing Director of Blink Consulting

Nathan BarlingGlobal Evangelist SalesForce Datorama

YOUR SPEAKERS TODAY

Forward looking statement

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JULY | 2020

THE DIGITAL ACCELERATIONIMPERATIVE

Q1: What have you noticed as an agency that has shifted in terms of client need pre-and

post Covid?

Sources: Thank You For Being Late, Thomas Friedman

WE ARE IN

THE AGE OF ACCELERATION

Where technology is transforming lives exponentially and marcom is limitless in its potential

Deloitte

87%COMPANIES PREPARE OPPORTUNISTICALLY

23%MORE PROFITABLE THAN

COMPETITORS

2.5QUINTILLION BYTESOF DATA CREATEDEVERY SINGLE DAY

DIGITAL MATURITY

CATAPULTS REVENUE GROWTH

ABUNDANT GROWTH

POTENTIAL AMIDSTDISRUPTION

MORE DATATO BE HARNESSED

IN REAL-TIME

Brands that are taking advantage of thisculture of opportunity are seeing a tremendous

GROWTH ADVANTAGE

99

CUSTOMER CENTRIC BRANDS ARE LEADING THE WAY

But these stories are rare…

THE INDUSTRY OVERALL ISFAILING TO DELIVER GROWTH

Source: Forbes, May 2019

Source: Forbes, May 2019

-11.5%DECLINE IN GLOBAL 500 REVENUE GROWTH

Many companies still talkabout digital strategy as opposed to

STRATEGY FOR ADIGITAL WORLD

WHILST 87% OF COMPANIES ACKNOWLEDGE

DIGITAL TRANSFORMATION IS CRITICAL TO GROWTH,

ONLY 40% HAVE BEGUN THEIR ACCELERATION JOURNEY

Deloitte

DIGITAL TRANSFORMATION

COMPLEXITYHAS THWARTED ADOPTION

Q2: How have you seen this manifest within

Salesforce as a global platform lead in the digital acceleration space?

Marketing plans are often built a year in advance

“Everyone has a plan until they get punched in the face.”

- MIKE TYSON

Volatility forcing marketers to pivot strategies daily

Digital transformation is no longer optional

Growth Powered by Data

Importance of New Journeys

Budgetary Efficiency

The Digital Customer

Shift to Digital Channels

Widespread Reduction in Budgets

Scaling Analytics

Marketers view efforts as critical to growth

* Marketing Intelligence Report, Salesforce Research, May 2020.

Not very critical4%

Very critical47%

Somewhat critical49%

96%Critical to Growth

“Marketing Intelligence Report,” Advertiser Perceptions, February 2020.

Very aligned24%

Not aligned7%

Somewhat aligned69%

Is there stakeholder alignment within your organisation?

Q3: What changes do marketers need to

consider in effecting digital transformation agendas and building sophisticated digital

maturity?

2323

Customer Centricity

Emerging

Technology

Accelerated, Scalable Growth

Forrester

BY 2022 70% OF CUSTOMER INTERACTIONS

WILL BE ENABLED BY AUTOMATED,

INTEGRATED PLATFORMTECHNOLOGIES

•Rule 1: Deliver easy, effective and emotional customer experiences.

•Rule 2: Focus operations on things customers value.

•Rule 3: Build platforms and partnerships to accelerate and scale.

•Rule 4: Innovate at the intersection of experiences and operations.

Forrester

RAPID INNOVATION GAINS COMPETITIVE ADVANTAGE

The IoT 92%AI 78%Machine Learning 77%AR/VR 70%Blockchain 68%

83% OF CONSUMERS WANT THE ABILITY TO MOVE

BETWEEN CHANNELS WHEN ENGAGING WITH A BRAND,

BUT ONLY 50% OF COMPANIES SUPPORT

X-CHANNEL INTERACTIONS

Genesys

AND ALTHOUGH

DIGITAL MATURITYHAS TAKEN CENTRE STAGE

FEW HAVE TRANSFORMED

Source: Forbes Aug 2019, (Other)

THE CONSULTANCY INDUSTRY IS DESIGNED AROUND

THEORY NOT PRACTICE

Q4: What data sophistication can SF bring to the marketing funnel specifically in transactional

commerce?

DRIVE ALIGNMENT

MAKE SENSE OF THE CHAOS

“If you can’t explain it simply, you don’t

understand it well enough”Albert Einstein

Theoretical Physicist

*State of Marketing, 6th Edition,” Salesforce Research, May 2020.

“We can only analyze marketing performance once the campaign is over.”

“We can analyze marketing performance in real time.”

66%

34%

You need to build a connected story across all touch points

“We can only analyze marketing performance once the campaign is over.”

“We can analyze marketing performance in real time.”

66%

34%

*State of Marketing, 6th Edition,” Salesforce Research, May 2020.

15%Siloed

32%Duplicated

53%Dynamic

Customers want to move across channels without losing context. Messages should evolve across channels based on customer actions.

of customers sayif companies don’t adapt to their needs it feels like they

don’t care*

61%

Become data

st y te ers not just data

analysts

Q5: How does an agency simplify complexity and deliver rapid acceleration in today’s

Age of Acceleration?

RAPIDLY ACCELERATE

SIMPLIFY COMPLEXITY

STRATEGICALLY

IMPLEMENT

MEDIACOM’S BLINK CONSULTING A THIRD MILLENIUM CONSULTANCY

DESIGNED TO UNLOCK THE FULL POTENTIAL OF

DIGITAL ACCELERATION

[01] ACCELERATION FOR A DIGITAL WORLD

BLINK CONSULTING

[02]

PLATFORM ACTIVATION

[03]

APPLIED INNOVATION

[04]

GAINFUL INHOUSING

[05]

INTEGRATED ECOMMERCE

+ + +

[02] PLATFORM ACTIVATION

Implementation management grounded in a deep access to the world’s leading media platforms and digital transformation technologies

Design: frameworks to ensure legacy systems and lock-ins don’t limit growth

Selection: project management for vendor selection (scoping, RFI, RFP, etc.)

Migration: operational and privacy management (Salesforce, Adobe, CDP, DMP, etc.) 

Training: training programs and education for the digital era (certification, etc.)

[03] APPLIED INNOVATION

Support businesses in driving growth by harnessing opportunities provided by emerging technologies and start-up innovations

Acceleration: pilot activation and integration of start-ups / scale-ups

Innovation: thought leadership connected to ‘strategy for a digital world’

Partnerships: joined business, feature incorporation and first to market

Experiential: innovation brought to life via events, webinars, tours, etc.

[04] STRATEGIC IN-HOUSING

Review impact and develop in-housing solutions that truly deliver added value by harnessing the global power and scale of MediaCom and WPP 

Step 1 - Discover: capture motivations, intentions and existing pain points

Step 2 – Design: data, tech, architectural design, roadmap and RFPs

Step 3 - Develop: talent capability gaps between goals and current skills

Step 4 - Deliver: Operational activation with ongoing maintenance

[05] INTEGRATED ECOMMERCE

Design commerce solutions that unlock sustainable growth by pivoting towards digital consumers and online shopping

Strategy: business planning, objectives and development roadmaps

Technology: platform selections, audit, data and intelligence collection

Customer: LTV architecture, UX,  reseller programme & funnel conversion

Adaptation: continuous optimisation via business analyses and insights 

Q6: Where do see most effective results in

establishing a marketing system of record in the tri-party blend of client, platform and

agency?

83%Transactional data

Marketing Transformation Takes on a New Urgency

Number of data sources for marketers increasing by

2021(projected)

20202019

Types of data sources used by marketers:

1

81%Declared interests / preferences

2

81%Known digital identities3

“Marketing Intelligence Report”, Salesforce Research, May 2020”State of Marketing, 6th Edition,” Salesforce Research, May 2020

50% Growth

Artificial intelligence growth by marketing:

Growth in use by marketers since 2018

186%

Use by marketers to bridge online and offline experiences

73% 57%Spend at least 1 week each month integrating data

59% of Global CMOs plan to bring more media functions in-house in 2020

Infectious Media Study,Q4 2019

Marketers must evolve or risk facing extinction

Optimize to Goals

Know which creatives, messages, and campaigns

are best to reach a particular audience; Use AI to better

understand which campaigns are the most efficient at

driving outcomes

Single view of campaign performance across online and

offline interactions; Use machine learning to quickly integrate data regardless of

source

Real-time Insights and Optimization

Campaign and Connected Analytics

Use AI and scalable analytics to efficiently drive business outcomes across

all channels; Design cohesive cross-channel KPI

framework tied to goals

Desired Business Capabilities in 2020

Organizational Alignment

Scaled Artificial Intelligence Cross-channel analytics Marketing System of Record

Redirect teams to focus on revenue driving

activities; Build alignment across organization with trusted data foundation

Drive Understanding Drive GrowthDrive Efficiency

Do more with less by cutting spend in the right places and when to reinvest

Experiment and Learn to determine why certain things are working and why some are not

Optimize for growth by optimizing investment at scale for increased awareness, sales, market share, and loyalty against business goals not campaign metrics

Create a marketing system of record Connect and unify 100% of marketing data from every source into one view with clicks, not code

Optimize performance with AI insightGet actionable insights and alerts to performance adjustments that improve ROI

Align teams and stakeholdersCreate a visual experience with aligned metrics, goals, and taxonomy to collaborate as one team

Be agile and innovativeLeverage data and insight to test, learn, and innovate across all your marketing

Salesforce DatoramaComplete marketing intelligence across all your data

Start the business transformation journey today

Marketing Intelligence Report

State of Marketing Digital Advertising 2020

sfdc.co/growth-marketing-report sforce.co/marketing sforce.co/ads2020