WEBINAR How Market Imperatives Drive The Next Generation

WEBINAR How Market Imperatives Drive The Next Generation Of Enterprise Marketing Technology Joe Stanhope, Vice President, Principal Analyst August 23, 2016. Call in at 10: 55 a. m. Eastern time

We work with business and technology leaders to develop customer-obsessed strategies that drive growth.

Agenda › Marketing and technology are intrinsically linked. › Martech’s strategic mission › Critical challenges remain unsolved. › Rethinking martech priorities › The path forward › What’s next? © 2016 Forrester Research, Inc. Reproduction Prohibited 4

© 2016 Forrester Research, Inc. Reproduction Prohibited 6

Agenda › Marketing and technology are intrinsically linked. › Martech’s strategic mission › Critical challenges remain unsolved. › Rethinking martech priorities › The path forward › What’s next? © 2016 Forrester Research, Inc. Reproduction Prohibited 7

Source: “The Next Generation Of Enterprise Marketing Technology” Forrester report © 2016 Forrester Research,

Marketing technology is ubiquitous Source: “Tech. Radar™: Marketing And Advertising Technology, Q 1 2016”

Martech had every advantage › The computing power: Saa. S Source: “Application Adoption Trends 2016: Saa. S Expands Across The Enterprise And Across The Globe” Forrester report © 2016 Forrester Research, Inc. Reproduction Prohibited

Martech had every advantage › The computing power: Saa. S Source: “The Forrester Wave™: Cross-Channel Campaign Management, Q 2 2016” Forrester report © 2016 Forrester Research, Inc. Reproduction Prohibited

Martech had every advantage › The insights: big data and analytics Source: “Tech. Radar™:

Martech had every advantage › The fundamental need: the age of the customer Source:

Agenda › Marketing and technology are intrinsically linked. › Martech’s strategic mission › Critical challenges remain unsolved. › Rethinking martech priorities › The path forward › What’s next? © 2016 Forrester Research, Inc. Reproduction Prohibited 14

Reaffirming the purpose of martech › Engage the customer to drive growth. • Accomplished via relevance • An expanded definition of relevance › Beyond personalization; one touchpoint, with the right offer, at the right time, isn’t enough. • Cover the entire journey from awareness to advocacy and the ability to move customers through that funnel. • Relevance drives a mutual exchange of value between the customer and a business. © 2016 Forrester Research, Inc. Reproduction Prohibited

Reaffirming the purpose of martech › Help marketers do their jobs. • A utility for the business rather than a constraint • Usable — UX for marketers • Reduce silos — tie together customer experiences rather than fragmenting them. • Intelligent — expose insights to understand what works and why. © 2016 Forrester Research, Inc. Reproduction Prohibited

Reaffirming the purpose of martech › Prepare marketers for the future. • Anticipate a moving target. • Ability to evolve alongside customer relationships • Supports iteration and optimization for continuous improvement • Offers flexibility in technology, data, and touchpoints without replatforming © 2016 Forrester Research, Inc. Reproduction Prohibited

Where is my flying car?

Agenda › Marketing and technology are intrinsically linked. › Martech’s strategic mission › Critical challenges remain unsolved. › Rethinking martech priorities › The path forward › What’s next? © 2016 Forrester Research, Inc. Reproduction Prohibited 19

Enterprise marketing technology has persistent comfort zones › Our tech is really good at specific activities. • Campaign design • Segmentation • Messaging • Buying and delivering ads • Activity reporting © 2016 Forrester Research, Inc. Reproduction Prohibited

Major issues persist: breadth › Deliver the full customer journey Source: “The Forrester Wave™: Enterprise Marketing Software Suites, Q 2 2016” Forrester report © 2016 Forrester Research, Inc. Reproduction Prohibited

Major issues persist: depth › Power customer insights Source: “The Customer Insights Center Of

Major issues persist: incentives › Mismatched stakeholder compensation • Spectrum of compensation models: services versus technology versus media • Conflicting outcomes: reach/volume versus targeting • Blurred lines between agencies, tech vendors, SIs, and MSPs • Participants aren’t paid for business value. • Attribution isn’t a silver bullet. © 2016 Forrester Research, Inc. Reproduction Prohibited

Major issues persist: structural › Lack of manageable tech stack options Source: “The Forrester Wave™: Enterprise Marketing Software Suites, Q 2 2016” Forrester report © 2016 Forrester Research, Inc. Reproduction Prohibited

Major issues persist: structural › Lack of manageable tech stack options • A bifurcated technology landscape traps marketers. Point solutions ? ! Marketers © 2016 Forrester Research, Inc. Reproduction Prohibited Suites

Major issues persist: structural Base: 63 marketers; Source: Forrester’s Q 1 2016 Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey © 2016 Forrester Research, Inc. Reproduction Prohibited

Agenda › Marketing and technology are intrinsically linked. › Martech’s strategic mission › Critical challenges remain unsolved. › Rethinking martech priorities › The path forward › What’s next? © 2016 Forrester Research, Inc. Reproduction Prohibited 27

Rethinking martech priorities › Meet consumer expectations in a post-digital world • Build for seamless cross-channel experiences. › Reduce emphasis on tactical features and functionality • Create value by investing in knowing your customer and delivering relevant interactions. › Take ownership of strategic data and technology • Keep critical knowledge and systems in-house. © 2016 Forrester Research, Inc. Reproduction Prohibited

Agenda › Marketing and technology are intrinsically linked. › Martech’s strategic mission › Critical challenges remain unsolved. › Rethinking martech priorities › The path forward › What’s next? © 2016 Forrester Research, Inc. Reproduction Prohibited 29

Aligning with market imperatives Transform the customer experience. Drive business growth with privacy. Age of the customer Turn business insights into action. Accelerate your digital business. Embrace the mobile mind shift. © 2016 Forrester Research, Inc. Reproduction Prohibited

Align technology and business value › Consolidate the control of parallel capabilities. • Data • Analytics • Execution › Tie systems of insight and engagement together. › Isolate and innovate around the true value drivers to create unique capabilities. › This is the enterprise marketing core. © 2016 Forrester Research, Inc. Reproduction Prohibited

The enterprise marketing core Source: “The Next Generation Of Enterprise Marketing Technology” Forrester report

1. Continuous engagement Source: “The Next Generation Of Enterprise Marketing Technology” Forrester report ©

2. Interaction distribution Source: “The Next Generation Of Enterprise Marketing Technology” Forrester report ©

3. Journey intelligence Source: “The Next Generation Of Enterprise Marketing Technology” Forrester report ©

4. Real-time processing Source: “The Next Generation Of Enterprise Marketing Technology” Forrester report ©

5. Identity resolution Source: “The Next Generation Of Enterprise Marketing Technology” Forrester report ©

The enterprise marketing core puts marketers in control › Incorporate any data or technology › Gain visibility into customer journeys › Create unique intellectual property › Unify offline and digital experiences › Invest in a futureproof technology stack © 2016 Forrester Research, Inc. Reproduction Prohibited

Agenda › Marketing and technology are intrinsically linked. › Martech’s strategic mission › Critical challenges remain unsolved. › Rethinking martech priorities › The path forward › What’s next? © 2016 Forrester Research, Inc. Reproduction Prohibited 39

Five ways to start now 1. Define the marketing technology stack. • Inventory data, technology, and integrations 2. Balance buying criteria. • Acquiring tools that work well together is as important or more so than features. 3. Contextualize campaigns into journeys. • Group the campaigns that comprise holistic customer journeys for categorical orchestration and analysis. 4. Document the identity graph. • Document how and where customers are identified by mapping identifiers, sources, and position within the customer journey. 5. Benchmark campaign and business KPIs. • Prepare for the shift to continuous monitoring by understanding measurement parameters, inflection points, time-based trends, and variability. © 2016 Forrester Research, Inc. Reproduction Prohibited

What it means › Execution still matters. • Enterprise marketing core functions will be tied to delivery to align with budgets. › Marketing budgets provide the leverage to drive innovation. • Marketers will budget at the customer journey level to tie spend to performance. › Vendors will collaborate to build joint offerings. • Vendors will build new solutions from the ground up. › The robots are coming. • Automated analysis will assist marketers. › Identity resolution is the next competitive battleground. • Corporations’ customer identity graphs and profile data are balance sheet assets. © 2016 Forrester Research, Inc. Reproduction Prohibited

Thank you Joe Stanhope +1 617. 613. 8107 jstanhope@forrester. com Twitter: @joestanhope forrester. com