Performance Series THE FIVE MARKETING ESSENTIALS Plan. Spend. Create. Distribute. Perform.
Introduction Marketers have a big job. And in today s ever-evolving digital landscape, that job continues to get bigger every moment. Providing a consistent and meaningful customer experience complete with personalized content, successfully managing numerous channels, collaborating with internal colleagues, ensuring compliance, proving ROI, and maximizing cross-channel revenue streams typically top the list of marketers most challenging pain points. But we have good news. There s a remedy for that pain. It s all about streamlining front-end operations so marketers can do what they do best: perform smart marketing. And it starts with successfully managing the Five Marketing Essentials: Perform Optimize results and experiences Distribute Launch local and channel campaigns Plan Align organizations and strategy 5 Five Marketing Essentials Spend Allocate and manage investments Create Improve content quality and velocity aprimo.com 2
Plan: Align organizations and strategy 1 Plan Creating organizational alignment on annual plans, budgets, and strategy can be challenging. Front-end planning is essential to marketing success. Without a plan, campaigns can drag on indeinitely, or worse yet, never get of the ground at all. The key is to establish objectives and strategies at the top level, curate innovative marketing ideas at the distributed level, and align the organization around an integrated, agile marketing plan that ties back to the company s objectives. With a solid strategy in place, marketers are equipped to ensure their goals from market share to customer growth are met. Smarter marketing begins with a smart plan. Misaligned on strategic direction Inconsistent linkage between marketing s eforts and business objectives Disconnected execution and connection back to strategy Lack of coordination in the top-down and bottom-up planning process Prove marketing accountability Execute more campaigns Boost results by implementing best practices Align all marketing programs to strategic objectives Optimize outcomes One retailer aligned over 3000 marketers at 400 locations Century Link improved ability to run multiple campaigns simultaneously by providing visibility with a centralized repository of information and a single source of truth aprimo.com 3
Spend: Allocate and manage investments 2 Spend Budget is often a dirty word. But it doesn t have to be. A key irst step to budget management is budget insight. Marketers who have full visibility into campaign dollars are better equipped to make real-time decisions, agile adjustments, and impactful reallocations. When marketers can allocate and manage spend from budgeting to invoicing, adjust those budgets with insight and agility, and link ROI to speciic projects, budgets become a lot more manageable. And marketing organizations become both accountable and credible. No method to keep the organization accountable for the usage of the budget Cannot reallocate dollars based on campaign performance in a timely fashion Lack visibility in to the consumption of marketing spend Cannot invest strategically Align marketing spend Gain a global view of your budgets Receive real-time budget data Easily reallocate your budget Determine the right marketing mix Bank of America re-aligned $20M of spend to strategic programs Dell gained visibility & management of $1B+ global marketing budget aprimo.com 4
Create: Improve content quality and velocity 3 Create Automating tasks to increase eiciency and productivity leaves more time for creatives to be... well, creative. Marketers are creatives. People who love to take an idea from concept to execution. But there are many moving parts to marketing, and those parts take time time that could be better spent on cultivating great ideas. Automating activities and implementing best practices with an industry-leading marketing operations tool means marketers have more time to tap into their creative brains. An additional bonus? Built-in approval and compliance measures ensure every piece of collateral in the market has been appropriately signed, sealed, and delivered. Keeping up with the speed of the market Lack of coordination amongst teams Managing resources and keeping teams utilized eiciently No method to drive quality back in to the process Volume of work has increased and resources have stayed the same or shrunk More campaigns in market Increase content quality Drive eiciency and productivity Optimize and automate tasks through process management Maintain brand consistency and compliance Standard Life had an 80% improvement in review and approval times AT&T increased outputs by 25% to uplift revenue by $35 million aprimo.com 5
Distribute: Launch local and channel campaigns 4 Distribute The best and brightest marketing campaigns won t make a bit of diference for their organizations if they don t reach or resonate with an audience. To gain a competitive edge and amplify their marketing voice, smart marketers leverage their distributed partners resellers, agents, franchisees, ield sales, and other channel partners to execute locally relevant campaigns at scale. A platform that enables marketers to market to, through, and for channel partners means even more customer connections are made. Insuicient resources Lack of control Limited visibility Low partner engagement Limited skills Increase partner and local engagement Quicker time to market Locally relevant campaigns Co-branded campaign delivery Efective use of market development funds (MDF) /Co-OP Increased leads/sales Better customer experience Microsoft generated 3.5x more pipeline revenue InnerSpace Electronics Inc. had nearly 80% of web visitors continue through purchase journey aprimo.com 6
Perform: Optimize results and experiences 5 Perform Today s digital environment moves quickly. Marketers who aren t enabled to adapt to the speed of change with agility and innovation ind themselves falling behind emerging trends and opportunities. But by aligning marketing programs to strategic objectives, marketers boost the results and performance of marketing investments through analytics, alignment, and assignment of resources to the most efective and high-performing activities. The result? Higher ROI. Measurable proof of performance. Meaningful customer experiences. No Ability to measure ROMI, too much information, data fractures, not actionable No Explicit business objectives linked to Key Performance Indicators No context or visible analysis of performance relative to a baseline or target: no YOY Quarterly Averages at a Program or Campaign level Gain actionable insights Create timely reports Integrate data from multiple sources Boost results and performance Dell saw a 98% (days to hours) reduced efort to generate all inancial reports Warner Brothers optimized their spend forecast resulting in a $5M yield in efectiveness aprimo.com 7
Modern marketing is chaotic. Create marketing order with Aprimo. Aprimo is the only complete marketing operations platform. We deliver a smarter way to manage the Five Marketing Essentials, so you can get more campaigns in market that are higher quality, on time, and on plan. Let us help you do what you do best: perform smarter marketing. aprimo.com Aprimo and the Aprimo logo are registered trademarks of Aprimo LLC and/or its ailiates in the U.S. and worldwide. Aprimo continually improves products as new technologies and components become available. Aprimo, therefore, reserves the right to change speciications without prior notice. All features, functions, and operations described herein may not be marketed in all parts of the world. Consult your Aprimo representative or Aprimo.com for more information.