FRED ISBELL

SENIOR DIRECTOR & HEAD OF

THOUGHT LEADERSHIP MARKETING

SAP DIGITAL BUSINESS SERVICES MARKETING

Modern Services Marketing:

Navigating a World of Outcomes-Based

Solutions and Digital Transformation with

Thought Leadership & More

Modern Services Marketing: Navigating a World of

Outcomes-Based Solutions and Digital

Transformation with Thought Leadership and More

The world of services marketing is undergoing unprecedented transformation.

Trends such as Digital Transformation and Innovations including Cloud, Social

Media and Big Data and Analytics have redefined the landscape of marketing.

The Modern Marketer must combine both art and science to meet the

constantly changing needs of the services market.

In this session we’ll examine the characteristics of a successful Modern

Services Marketer, look at technology as a key enabler to Transformation and

Innovation, and address best practices for Thought Leadership and storytelling

and skills for Modern Marketing.

Agenda

Modern Marketing

Innovation Adoption 101

Thought Leadership

Digital Transformation

Navigating Innovation & Marketing Technologies

Resources, Information and Q&A

The Era of the “Modern Marketer”

Modern Marketing is Happening NOW

Source: Scott Brinker @chiefmartec

http://www.chiefmartec.com

Marketing must provide the “glue”

binding different parts of the

company around the brand promise

– and embrace five key

responsibilities:

Represent the voice of the market

Synchronize the customer experience

across all channels

Be the brand steward

Capitalize on insights

Be an integrator and force multiplier

across the company

Source: SAP Customer Engagement & Commerce (CEC)

Modern Marketing Insights & Key Requirements

Marketing’s Shifting Priorities Fundamental Changes in Marketing

Key Drivers

Buyer Behavior: More prospect interaction is occurring online,

shortening the actual time for sales engagement; the need for a digital

relationship has never been more urgent

Marketing Measurement: The global economic crisis forced marketing

to become more measurable, integrated, and accountable

Source: SiriusDecisions

Source: ITSMA

Source: ITSMA

Marketing must Align with SalesBuyers Journey & Resource Optimization

Key Elements of “Modern Marketing”

Source: SiriusDecisions

The “New” Buyer’s Journey Unites and

Aligns Sales and MarketingHow this is different:

No implicit hand-offs between sales and

marketing

Majority of exploration done on-line

before talking to a sales rep

Introduces new content requirements –

importance of mobile-ready content

Departure from traditional “Marketing

funnel”

Source: IDC

Source: Kapost 2016

The “Secret Sauce” Understanding

Buyers PersonasDefining buyer personas helps drive customer-centric innovation and go-to-market strategy

Understand both New and Understood

Buyer Personas and develop insights that drive and inform other activities,

including messaging development, campaign design, content strategy and

defining market requirements for product/solutions innovation

Source: SiriusDecisions

10 Tips for Digital Marketing Success

& Modern Marketing

Think “big issues” when deciding where to focus

Identify and build out your buyer personas

Leverage social to find ideal prospects and

accelerate list growth

Look for new ways to collect data that will enhance

your marketing

Invest the time to map out your customer journey

Think multichannel personalization

Craft content that does more than just ask contacts

to buy

Double down on improving mobile app engagement

Incorporate more video into your marketing mix

Add value to your transactional emails

Silverpop's "10 Tips for Digital Marketing Success in 2016“: http://bit.ly/1TPLt4b

Innovation Adoption 101

Business & Market Context:

The Pace of Change is Accelerating

0% 20% 40% 60% 80%

Pace of Change (%)

Q: Has the pace of change increased for your organization?

No, Not at All Yes, I Think So Absolutely

33%

61%

6%

Source: Incite Marketing Customer Study, 2015

Innovation Adoption 101:

The Model & Segmentation

Innovation Adoption:

A model that classifies

adopters of innovations

based on their level of

readiness to accept new

ideas

Innovative adoption

characteristics are

assigned to groups -- all

innovations go through a

predictable process before

becoming widely adopted.

The groups consist of

early adopters, early

majority, late majority,

and laggards

Source: dictionary.com

Source: Rogers, G. Moore, MIT Sloan/CAP Gemini

“Crossing the chasm”

Early adopters achieve:

+9% revenue creation

+26% impact to profitability,

+12% market valuation

Innovation Adoption 101Time to Innovation Adoption

Source: Rogers, Moore, McKinsey, Wikipedia

• Inflection point (curve begins to slow) =

point of “critical mass”

• Key -- get there quickly, whether users or

product volume, etc.

• Failure to “cross the chasm” (Geoffrey

Moore) or reach critical mass = doomed

to a smaller, sub-optimal market and

much smaller market share

Source: “No ordinary disruption”, McKinsey, May 2015

The “Need for Speed” has never been greater

The Hype Cycle:

Riding the “roller coaster” of innovation

• The hype cycle is a

branded graphical

presentation developed

and used by American

information technology

(IT) research and

advisory firm Gartner for

representing the

maturity, adoption and

social application of

specific technologies.

• The hype cycle provides

a graphical and

conceptual presentation

of the maturity emerging

technologies through

five phases Source: https://en.wikipedia.org/wiki/Hype_cycle

Develop a Framework for

Investment & Prioritization

Companies often struggle with allocating

innovation investments across new and

existing offerings

The SiriusDecisions Innovation Strategy

Framework helps organizations allocate

investments to achieve desired growth

objectives while managing risk

The framework contains four investment

approaches: core innovation, new market

extension, existing market expansion and

breakthrough innovation

The number of opportunities that can be

pursued exceeds the available resources –

hence organizations need to make customer-

driven investments in the areas that will

produce the most growth.

Source: SiriusDecisions

Thought Leadership

The Importance of Story Telling to

Modern Marketing

Good storytelling helps cut though the clutter and

overload of information

Storytelling is classic “showing” rather than

“telling” and has a personal element to it that is

linked to the persona of the target audience

You tell the audience the story you want them to

hear – not relying upon them to piece together

the elements of the story

You build a narrative told by you in a coherent

and compelling narrative

Use the “Pixar format” – a setup, a challenge

and a resolutionPixar’s Andrew Stanton TED Talk on Storytelling:

https://www.ted.com/talks/andrew_stanton_the_clues_to_a_great_story?language=en

Story Telling Infographic:

http://nurturenow.lookbookhq.com/2016-

nurture-touch-4/infographic

Thought Leadership Two-Minute Drill

Thought Leadership Sits at the Pinnacle of a

Successful Content Marketing Strategy

Source: Forrester 2013

“Thought leadership is not a one man show

.. it is a virtual team and not a formal

organizational structure”

Thought leadership takes a team of

the best minds in the organization

(and beyond)

Source: Sirius Decisions

Develop a Thought Leadership

Platform

Source: Forrester

SAP Programs Model IDC Buyers Journey Forrester Customer Life

Cycle

Thought Leadership is great storytelling

delivered across the buyers journey and

customer lifecycle w/ focus early on and

mostly in a digital and/or off-line format

Definition: A thought leader is

an individual or firm that is

recognized as an authority in a

specialized field and whose

expertise is sought and often

rewarded

Timing: Tied to the awareness

and consideration phase of the

Buyer’s Journey and

(sometimes) pre-demand

generation and always before

purchase phase

Format: Usually Before a

prospect or customer engages

a sales person, and often digital

in format

Thought Leadership maturity varies from

organization to organization and is dynamic and

consistently evolving; SAP is on the upper-end of

Thought Leadership maturity in our industry along

with IBM, CISCO, and others

ITSMA Thought

Leadership

Maturity

Model

“The purpose and process of thought leadership is widely

misunderstood and misapplied, causing mixed results”

-- SiriusDecisions

SAP Customer Success:

The Digitalist SAP platform for Thought

Leadership and Executive

Research

BLOG contributions from

internal and external thought

leaders

Executive Quarterly tablet

magazine

Executive Research including

white papers, infographics and

more

All shared & promoted through

social media marketing

2M+ page views YTD, 900K

unique visitors

Executive Research

Executive

Quarterly

Tablet

Thought Leadership BLOGS

www.digitalistmag.com

Social Media Sharing

Digital Transformation

Why Do We Need to Respond to New Technology and Innovations?

Bill McDermottSAP CEO

May 2015

"Innovation has created a digital

economy and digitization is affecting

all businesses and all industries. So

how do you make this transition to

digital? Simple. Every business in

here today is in a state of

transformation”.

Digital Transformation – a Definition

Source: PAC

Digital Transformation:

The common issues we hear

SAP Digital Business Framework

Navigating Innovation &

Marketing Technologies

My Innovation Journey & Navigation

IBM 3270

Terminal

c.1982

Compaq

“Portable”

c. 1983

Tech

Stack

c.2016

Desktop,

Laptop &

iPAQ PDA

c. 1998

IDC PerspectiveAdoption of 3rd Platform Technologies

Enterprises are using 3rd platform technologies to create value and

competitive advantage through new offerings, new business

models, and new relationships

Source: IDC

Cloud

Abundance of cost-

effective computational

power and storage

Social

Connected business

and social networks

Big

Data

Real-time analytics

for behavioral and

predictive insights

More than 60% of CEOs expect 15-50% of their

earnings growth in the next 5 years to come from

technology-enabled business innovations.– McKinsey study, 2013 ”

“

Innovation Technologies Will Drive

Digital Transformation

Internet of Things (IoT)

Machine to Machine communications and sensor-based Data

SAP Customer Success:

McLaren

SAP Customer Success

MIT• Migration to Suite on HANA in the HANA

Enterprise Cloud (HEC) builds foundation

for • Real-time access to transactional data

• HANA Cloud Platform (HCP)

• SAP Fiori

• SAP S/4

• Enable a flexible staffing model to rapidly

gain access to specialized technical skills

and quickly respond to community needs • Enable staff to focus on MIT-specific,

differentiated needs

• Disaster Recovery (DR) availability outside of

Boston metro area

• Improved performance

SAP Customer Success

Statistics on NHL.com Real-time Statistics w/ SAP HANA

Enterprise Cloud (HEC):

NHL.com powered by SAP HANA Enterprise

Cloud, SAP analytics and data visualization

Goal: increase fan engagement &

deepen loyalty

Includes new design, introduction of

enhanced statistics & visualization

capabilities

Playoff prediction tool/bracket challenge

Strong results:

• 98 years worth of NHL statistics

• 25% increase in new visitors since the

new stats section was launched

• 45% increase in time and engagement on

siteNHL Customer Testimonial Video

Smart metering for a North American

leader in energy distribution

Honda R&D -- Connected cars & using

sensors and IoT for a sense-and-

respond paradigm to increase efficiency

SAP Customer Success

Internet of Things (IoT)

Air as a service

Engine testing in real-time linking

testing applications to SAP analytics

Business & IT Outcomes

Navigating the Marketing Technology Landscape

Focus your Learning &

Development upon:

Customer Relationship

Management (CRM)

Marketing Automation

Marketing Dashboards

Digital Media

Big Data and Analytics

Data Visualization

Predictive Analytics

Source: Scott Brinker @chiefmartec

http://www.chiefmartec.com and Lumascape

The number of marketing solutions doubled year over year

(YoY) -- 3,874 marketing technology solutions

~3,500 unique vendors

Up from ~350 in 2012

SAP is a long-time trusted leader

in transforming businesses

More at www.sap.com

Resources & More Information

SAP.com: www.sap.com

SAP Community Network (SCN):

scn.sap.com

SAP Digitalist: digitalistmag.com

SAP Digital Business Services on

sap.com:

www.sap-digital-business-

services.com/

And of course TSIA:

https://www.tsia.com

Contact Information

Fred IsbellSenior Director, SAP Service & Support Marketing

fred.isbell@sap.com

www.sap.com/services

Twitter: Fmisbell Facebook: Fred M Isbell

Linked In: https://www.linkedin.com/in/fred-isbell-903827

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