The Marketing and Finance Connection Liz Matthews Executive Director Corporate Brand and Purpose @LizziMatt
2
75% want Brands to use personal info to improve their experience.
Source: Sirius Decisions, Forrester, Gartner, Kapost, McKinsey, PwC, Google/Ipsos
90% trust recommendations.
93% of B2B customers conduct their research on the internet leveraging search, video and social content.
12 content tactics Brands use to target and reach potential customers.
47% Nurtured leads make larger purchases than non-nurtured leads.
42% conduct a search using their mobile devices while in stores considering a purchase.
67% Buyer’s journey is now done digitally.
65% Abandon if the digital channel does not quickly provide what they want.
60% interact with brands in multiple channels.
79% use a smartphone to help with shopping.
Customers have re-defined how they engage with brands.
3
This is changing the face of marketing…
4
Conversion
Programmatic Content
CRM
SEO Marketing Automation
Social media
Gamification
Omni-channel
ROI
DMP
BI
Community
Personalization
Brand perception Emotional
connection
Big data
5
Marketing has become the intersection of art and science.
6
It is changing who we are having the conversation with.
7
The CFO • Their role is evolving –
from number cruncher to big-picture thinker
• More than just managing the numbers to actually becoming one of managing expectations
• 50% say the #1 way they contribute is to advocate for growth-seeking breakthroughs
8
So what if you have to talk to the CFO?
9
Walk in their shoes. • Build relationships • Find common objectives • Create an open-book mindset
10
• Focus on ROI – categorize the “soft” metrics
• Look at acquisition and retention • Balance short term and long term
Focus on the metrics that matter.
11
Don’t get too hung up on the numbers. • Don’t get caught in ”direct-attribution”
• Numbers tell a story, but they may create the false illusion of cause and effect
• Keep it simple
12
• Data-driven approach to procurement
• Look for points consolidation – even outside of marketing
• Collaborate
Look at savings as well as spending
13
Tell a story – bring them on your journey. • Walk them through the entire effort –
not just the metrics • Have clear objectives and outcomes • Listen – some of the best ideas come
from outside of marketing!
14
• Focus on the metrics that matter.
• Walk in their shoes.
• Don’t get too hung up on the numbers.
• Look at savings as well as spending.
• Bring them on your journey.
15
Grazie
σας ευχαριστώ
Děkuji
谢谢
ありがとう
dank u
Danke
תודה
शुक्रिया
감사합니다
Obrigado
Gracias
Спасибо
Tack
ขอบคุณ
teşekkür ederim
cảm ơn bạn
Go raibh maith agat
Thank you! @LizziMatt
15
Merci