Presentation as given during the ARC Group Marketing Executive Council on April 25th in Brussels

1. Smarter Marketing
in a Stretched World
RONALD VELTEN
Director Marketing, Communications & Citizenship
IBM Benelux

2. Economic times are
challenging
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3. Theory states do not
cut back in marketing in times
of recession
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4. Examples are plenty
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5. Examples are plenty
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6. But that was a decade ago
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7. Today's consumers are
more enlightened and
empowered than ever
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8. The marketing landscape
changed signifcantly
in the last 10 years
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9. But today, still most CMOs
operate in old models
while using
traditional techniques
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10. Displaying bunny
on the highway behaviour,
not acting upon change
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11. 7 out of 10 CMOs state
they are seriously
underprepared
to have a dialogue
with the smarter consumer
Source: ibm.com/cmostudy
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12. They do not know
how to listen
Source: ibm.com/cmostudy
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13. And have no clear
sight where and how
to reach the client
Source: ibm.com/cmostudy
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14. Resulting in inablity
to tangibly demonstrate
marketing’s value
Source: ibm.com/cmostudy
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15. marketing budgets
are pressured
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16. The inconvenient truth
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17. The inconvenient truth
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18. Not full
enough
It is all a matter of
perception
Half-
Full
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19. Not full
enough
It is all a matter of
perception
Half-
Full
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20. Scale back and
save every
euro
All a matter of perception
and choices
An opportunity
to pull away
from the pack
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21. Marketing during
recession
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22. Customer Intimacy is key
Understand customer value
Gain and Retain
Drip Marketing
8 IDEAS Streamline operation and process
for marketing during Cross the chasm in digital
a recession
Proof everything or DIE
Reboot yourself
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23. It is all about
customer intimacy
People working together
in a structured and
customer centric manner
to create value
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24. But if we want
to create and deliver value
we must understand
the indivdual client
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25. Meaning we need to
start listening and engaging
with the individual clients
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26. But we still utilize data
that give generic insights
about markets, not clients
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27. There is a
high underutilized opportunity
in client analytics
throughout the buying cycle
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28. So it is all about
selecting, growing
nurturing and maintaining
the most prospective clients
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29. It is not just about
the number of leads
It is also about your
capabilities to convert
these leads into
loyal customers
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30. Conquer the game of
‘Gain and Retain’
Source: www.InsideCRM.com
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31. Optimize your interactions
throughout the entire
customer life cycle
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32. ‘Drip Marketing’
Feed potential and existing
customers with
repeated and targetted
touches
Source: www.InsideCRM.com
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33. Do not overflood them
with unsolicited or undesired
bulk messages
when it suits you
Source: www.InsideCRM.com
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34. Analyze Decide
Marketing Automation offers
an unique opportunity
to maximize marketing impact
Collect Deliver
Manage
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35. Analyze Decide
Marketing Automation
enables both significant
marketing effectiveness
as efficiency improvements
by streamlining and automating
Collect Deliver campaign flows
Manage
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36. Improved customer value & retention
5-15% increase is typical
Higher online marketing ROI
15x-25x increase is typical
Higher campaign ROI Improving your
15-30% increase is typical
Marketing Effectiveness
Increased response rates
10-50% increase is typical
Increased order value
15-20% increase is typical
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37. More campaigns with same resources
2-5x increase is typical
Reduced cycle time
40%-80% reduction is typical
Reduced marketing costs Improving your
20-40% reduction is typical
Marketing Efficiency
Lower customer acquisition costs
25%-75% reduction is typical
Other business metrics
revenue, profit, others vary by industry (assets under
management, ARPU, #products owned, etc.)
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38. Analyze Decide
Learn all about it
Smarter Commerce
Global Summit
Collect Deliver
(22-24 May)
Manage
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39. Cross the digital chasm
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40. Both in Marketing ….
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41. And sales ….
65% of a salesperson's
time is spent not selling
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42. Proof everything or Die
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43. We have the opportunity
to move from
stretched to strengthened
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44. Marketing needs a reboot
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45. And it starts with us …
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46. Scale back and
save every
euro
It is all about perception
An opportunity
to pull away
from the pack
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47. And choice …
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48. But start adapting
TODAY
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49. © 2011 IBM Corporation

50. © 2011 IBM Corporation

51. @ronaldvelten
Linkedin.com/in/rvelten
ronald_velten@nl.ibm.com
© 2011 IBM Corporation