The MarTech Blueprint Imperative

The MarTech BLUEPRINT Imperative

Cynthia GumbertVP, Marketing Technology & Demand Analytics

CA Technologies

[email protected]

March 31, 2015

mailto:[email protected]

2 © 2015 CA. ALL RIGHTS RESERVED.

A Bit About Me…Engineer

MarTech History: Salesforce.com user since 2000 (before campaigns and leads)

MA history: Constant Contact, Lyris, Eloqua, Manticore, Marketo (and a bit of

everything that connects to MA)

Convio

Demand Gen at..

Product Mgmt Demand Gen MarTech & Analytics


CA is one of the largest, independent system software companies in the world that continues to transform the face of business.

Since 1976, we’ve been a culture of innovation—half of our 13,000 person workforce is in development, creating better ways of managing, securing

and deploying IT infrastructure.


In 2014, CEOs must focus on leading their organizations to think like and become more like “tech” companies. Because, within a few years, digital business capabilities will dominate every industry. Urgent action is needed because first-mover advantage is common in digital business and fast followers must be very fast.

Gartner; “CEO Resolutions for 2014—Time to Act on Digital Business”; Mark Raskino; March 5, 2014

Today, Every Company is a Software Company.

From sneaker company to data enabled athletic

brand.

From book seller to insight driven delivery service,

cloud servicer and entertainment hub.

From UK grocer to global consumer retailer leveraging

data and technology that reframes the shopper

experience.

“Marketing is a Software Play!”


MarTech @ca: “Goldilocks”


MarTech @ca: It’s People, Not Just Technology

Me (Trapped in the Snow!)


Who Remembers?2003…

Harvard Business Review; “IT Doesn’t Matter”; Nicolas Carr; May 2003

“By now, the core functions of IT−data storage, data processing, and data

transport−have become available and affordable to all. Their very power and

presence have begun to transform them from potentially strategic resources into

commodity factors of production. They are becoming costs of doing business that must

be paid by all but provide distinction to none.”


Who Remembers?2012…

Harvard Business Review; “Marketing is Dead”; Bill Lee; August 9, 2012

“Traditional marketing−including advertising, public relations, branding and corporate communications−is dead. Many people in traditional marketing roles and

organizations may not realize they’re operating within a dead paradigm. But they

are. The evidence is clear.”


Marketing and IT got together and they’re

becoming one and the same.

Who’s Right?


Why Do We Need a Blueprint?


The Anatomy of a Successful MarTech Blueprint

It Answers These Questions:1. What’s our vision for the customer experience

and journey?

2. What’s the desired state of marketing technology

to fill the buyer journey?

3. What pieces do we have in place and what’s left

to add?

4. Are we using what we have – scope, scale,

geographically, enablement?

5. Have we integrated what we have?

6. Are there duplications or unnecessary

capabilities?

7. Align technology roadmap with data flow,

marketing capabilities and customer experiences


Customer Experience Drives the Technology Blueprint

“The website shows what’s important to

me and my company.”

“They remember me and what I am interested in,

everywhere!”

“I get a quick and friendly response from them and they know me, my history and only

call when I am interested.”

“They help answer my questions in social environments and

communities.”

“They only send me invites and offers that interest me and are relevant to where I

am in buying cycle.”

LEAD


Customer Experience Drives the Technology Blueprint

“If this is what it’s like to work with them, I

want to buy from these guys!”

LEAD


CA’s MarTech Blueprint: Take Inventory

WEBINAR PLATFORMProvides webinars and video for professionals and their communities.

SOCIAL LEAD TOOL Social lead management that identifies, profiles, scores and nurtures new and existing leads on social channels.

INTEGRATEClosed-loop marketing software for marketing and media programs management via one dashboard.

SLIDESHARESocial network that allows users to upload and share publicly or privately presentations, documents and PDF portfolios.

REAL TIME PERSONALIZATION (RTP) Identifies online visitors and targets them in real-time with personalized content. Creates meaningful, real-time interactions with targeted individuals through dynamically generated, personalized communication across email, web, ads and mobile.

ENG

AG

EMEN

T: M

AR

KET

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TRANSLATIONCloud-based translation technology that automates, manages and analyzes the content localization process.

DELIVERABILITY ASSURANCEData quality API solution to improve targeted communications and reduce delivery failures.

WEB FORMSSmartForms add data enrichment to landing page web forms that allows marketers to ask fewer questions and still collect a survey’s worth of data. SaaS solution to continuously manage and improve data quality and integrates to marketing automation platforms or CRM systems.

LEAD CAPTUREUniversal Lead Capture software used as an alternative to renting lead retrieval from tradeshows and a great extension to Salesforce.com and Marketo.

EVENT AUTOMATIONA comprehensive event management application that allows organizations to plan and collaborate, engage attendees, and measure ROI more effectively.

QUALIFICATION

LATTICEPredictive Lead Scoring tool that uses data to prioritize leads and to provide predictive analytics including the top reasons why a lead has been scored.

SAAS TRIAL NURTUREMonitors customer behavior and usage in applications – along with critical relationship data from CRM and other systems.

CONVERSION

LATTICEsalesPRISM platform that uses predictive analytics to uncover patterns in how customers transforming internal and external data into ongoing, account-specific actions.

LEAD DISTRIBUTIONIntelligent lead and case distribution for Salesforce.

INTELLIGENCE

SAAS ENTERPRISE BIEnterprise business intelligence tool that provides unified analytics in a single platform.

MARKETO - ALLOCADIA Marketing Financial Management (MFM) tool for planning, budgeting and campaign ROI visibility.

DISPLAY INTELLIGENCEBrings all display marketing data into one place and converts it into valuable insights, actions and results.

PAID SEARCH MGMTProvides the ability to manage revenue acquisition through online paid search advertising campaigns.

DATA AUGMENTATION Persona and contact acquisition.


Architecture & Integration

MARKETO

SFDCSales Rep

ISRSales Insight

LatticeDe-dupe

CMO Dashboard

Events AutomationEvents Mobile

Registration

CA World Site

EnsightenAdobe Analytics/Omniture

Global CA Form

CA.com

Webinar

Deliverability

Web Form Augmentation

Integrate

Social Targeting

Display

Paid Search Agency

SlideShare Infographics, Video

SaaS Trials

Rewrite Hub

Rewrite Form

Mobile

*Pieces still to be filled out

ROI Connector

SaaS BI

RTP

Sync

Translation


Integration, Planning & Project Management

Example: CA World 2014

Integrated toolset

“War Room” with a plan for every step of the event

Attendees saw: personalized, dynamic welcome notes and pushes with thank yous and recommendations


Put Your Blueprint to Work

Executives & Board of Directors Provides complete view of strategy and investment

Empowers You to Articulate Tech Investments & Choices

Line of Business Owners Gets everybody on the same page

Marketing & IT Collaboration Develop a playbook for joint communications

Tech Vendors & Partners Identify and better evaluate vendor/partner value

VP, Marketing Technology & Demand Analytics

[email protected]

Cynthia Gumbert