Intelligence Storytelling

Transcription

1 Organizational, Customer & Data Intelligence and Analytics Forum June 8-9, 2017 Boston, MA Intelligence Storytelling Bringing data, analytics and analysis together to build impactful, relate-able and actionable strategy JPK Group June 8, 9:45 am Presenter: Jeff Marcoux Microsoft Jeff Marcoux is the CMO Lead for Worldwide Enterprise Marketing at Microsoft. He has driven cross product and team collaboration, supported multiple product releases, bringing new products to market, innovative content strategies, channel development, and acquisition integration work. Jeff comes from the marketing automation and consulting industry where he led the service, consulting, implementation, marketing, and sales engineering teams. He attended the University of Washington where he received his MBA in Leadership and Certificate in Technology Entrepreneurship. Jeff currently sits on the board for the Internet Marketing Association ( is a professor of marketing at UC Irvine's extension program, and has received Congressional recognition for his work in the Internet Marketing Industry. View presentation online at:

2 Intelligent Storytelling Jeff

3

4

5

6 The Function of Stories

7 The Function of Stories 1) Explain experience & the world to ourselves

8

9 The Function of Stories 1) Explain experience & the world to ourselves 2) Explain experience and the world to others

10 Dial-up internet is like a bike on a country road

11 This Old House

12 The Function of Stories 1) Explain experience & the world to ourselves 2) Explain experience and the world to others 3) Evoke emotions

13

14 The Function of Stories 1) Explain experience & the world to ourselves 2) Explain experience and the world to others 3) Evoke emotions 4) Convey cultural meanings

15

16 Why We Tell Stories - Organize experiences - Create order - Explain events - Understand perspective - Make the complex understandable - Link selves to others, society and our world

17 Through Stories, Brands Become Culture

18 Narratives & Brands Consumers understand brands through narratives Brand narratives are linked to self Who do you want to be associated with? What brand reflects you? Narratives are necessary to understand the meaning of brands (Zappos, REI, Nordstrom)

19 The Nike Narrative: Just do It - Problem: Internal barriers to winning - Goal: Winning - Protagonist/Hero: You - Antagonist: Psychological fears - Supporting character: Nike

20 How do Stories become Intelligent?

21 Intelligent Stories Leverage data to understand our customer Use psychology & neuroscience to build effective narratives

22 Who is my customer?

23 Defining your customer Build our your Ideal Customer Profile Create Personas by hand or with technology

24 Your Ideal Customer Profile Geographic region Target title or level Industry Firmographics Recent M&A Activity Increasing revenue Innovative/Strategic initiatives

25 Functions of senior marketing leadership Tailoring our message to specific marketing roles helps increase impact CMO Creative director Creative/Advertising Advertising/ promotions director Digital strategies manager Website director Digital Marketing/Web Data scientist Social media manager Mobile director Sets the creative direction and shapes the internal and external brand image Identifies customer needs and conceives, develops, and implements innovative digital marketing strategies to engage them Corporate Marketing Marketing Ops Product Demand Generation Public relations director Description Brand Manager MarCom manager Analyst and investor relations manager Leads corporate branding, marketing communications, and strategic IP Marketing operations manager Directs the development and implementation of processes, tools, metrics, infrastructure and technology to improve marketing operations Market research director Product marketing manager Product evangelist Researches, positions and leads the product strategy to properly meet the needs of target customers Demand generation & lead nurturing director Description Sales readiness executive Event director Inbound marketing/ content offers Leads and analyzes marketing initiatives related to driving sales and revenues

26 Meet Julia [CMO] Sets the marketing strategy and leads the marketing team to deliver superior customer experiences and a positive corporate brand image. Monitors marketing effectiveness and industry success. Builds, presents, and argues the business case for the marketing budget. Challenges Translate customer and marketing analytics into meaningful insights to get a synchronized view of the customer Manage a growing team of internal and external resources Creatie a responsive team that has the agility to act quickly when new marketing opportunities arise Find the information/technologies necessary to drive new revenues and customers. (Technology awareness was identified by (54%) of CMOs as the top competency to improve.) Reports to Direct reports Responsibilities CEO Marketing executives in the areas of: creative, digital, product, corporate and demand generation & external agencies Own the customer experience Set the company s marketing strategy and maintain brand awareness Advocate for, define and manage the marketing budget Lead the marketing team to meet lead generation, revenue and market share goals for the company Conversation starters A study by Forrester found that 54% of CMOs identified meeting revenue targets as their most important business driver. What marketing programs are driving the most revenues for your business? Did you know that 80% of customer data will be wasted due to immature enterprise data value chains? Have you thought about ways you could better leverage customer data in your programs? Did you know that nearly half of employees report that social tools at work help increase their productivity, but more than 30% of companies underestimate the value of these tools and often restrict their use? How are you collaborating with your marketing internal teams and external agencies today and do you have the right social and communication tools in place? Bill Gates was recently quoted as saying that he believes the pace of innovation is faster today than ever before. How are you using technology today to keep your finger on the pulse of the industry, your business, and your competition? Goals Increase top and bottom line revenues by X% Grow product market share by Y% Retain existing customers and secure new ones or increase the number of qualified leads in the pipeline Increase brand awareness by driving X customers to our website and stores/business Implement strategies that improve brand preference by X% among key demographic groups Purchasing insights Trusted channels Highly influenced by recommendations from team, particularly digital marketing/mktg. technology personnel, and external peers Budgets increasing in the areas of digital advertising, mobile marketing, digital commerce, and corporate website CMO.com, The CMO Club, Harvard Business Review, The CMO Collective, LinkedIn Chief Marketing Officer Network, Fierce CMO

27 Defining your customer Build our your Ideal Customer Profile Create Personas by hand or with technology Identify your Total Addressable Market (TAM)

28 Total Addressable Market

29 Total Addressable Market Not a good fit Fit Engaged Big Fish Targeted ABM Those you don t know about Actively Looking Find through Inbound/ Outbound Competitors customers Your customers Advertising Events Etc. Predictive Lead Gen ABM ABM with Intent Detection Advertising Events Etc. Dissatisfaction Value ABM Loyalty Education Expansion

30 Defining your customer Build our your Ideal Customer Profile Create Personas by hand or with technology Identify your Total Addressable Market (TAM) Define your customer journey & the narrative you want to tell

31

32 Nerd Out: Psychology & Neuroscience

33 The science Narratives are neural structures Imagining and acting are the same thing to the brain Story identification and insertion

34 Cognitive Bias Framing Effect: way data is framed drives conclusions Mirroring: creates illusion of an in-group relationship

35 Sustain Attention Attention is a scarce resource Tension in narrative increases engagement & attention Tension can move us to action

36 James Bond- save the world save the world after Bond or workout after Spartans

37 Workout/spartans

38 Character Driven Stories Emotional content results increases understanding Increase recall weeks later

39 There is a significant increase in memory decay rates when exposure gaps exceed 3 days.

40 Putting all it together Understand your customer & define ICP Identify the narrative that you want to tell Involve tension & characters Spaced repetition is best to establish memories Be in-front of your customer & prospects at least once every 3 days

41

42 Questions? Jeff