the founder institute€¦ · smarketing.ai ab the aggregated data is often not ... and, even...
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Smarketing.aiACTIONABLE INSIGHTS FOR THE CMO
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Frågor vi som ledare avmarknadsavdelningar behöver ställa oss:
• Hur får vi förmågan att skapa oss insikter/kunskap som gör det möjligt att ta smarta datadrivna beslut snabbt nog för att möta den digitala kundens krav?
• Hur löser vi behovet av att, som ledare, kunna överblicka en så fragmenterad verksamhet?
• Om det vi behöver inte alltid finns att köpa – är alternativet då att bygga själv?
• Hur får vi tillgång spetskompetens som krävs inom AI för att själva kunna bygga egna lösningar?
• Hur/vad är vi beredda att betala för vårt AI-stöd?
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A marketing nerd:
• 20 years as leader of marketing & sales teams
• Entrepreneur/intrapreneur experience from
Telecom, IT, Consulting, Media & Automotive
• Intermittent student
*EMBA Handelshögskolan/Stanford/University of Texas
*Other: Berghs School of Communication/IHM/OHS/SSES
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●The approach I outline here is best suited for smaller or mid-sized company
●It is a B2B focus
●Digital marketing focus
●As marketers, it’s good to be suspicious of anyone who claims that technology is the answer to your problems. It never is. Technology alone can’t do it – it takes a wellorchestratedcombination of people, process and technology.
●Do not wait to ask your questions!
Fair warning:
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Our vision: Disrupting the alchemy of marketing
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The CMO – too stressed to be a good manager
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Problem: Now too complex & fast moving for the CMO...
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State of Marketing Technology 2017. Closing the Gap Between MartechInnovation and Adoption
Source: Walker Sands Communications & chiefmartec.com (Report attached)
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Source Garner End October 2016
Share of Marketing Budget going to MAD-tech:
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Things will never move this slowly ever againTech impacting your trade, your industry & the world
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How will the following trends impact you as the CMO?
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Data fragmentation causes all sorts of expensive headaches for B2B marketing teams, including:
• No consolidated view
• No account view
• No view of product interest
• Difficulty changing or updating reports
• No granular view of marketing programs
• Poor attribution modelling
• Connecting the dots all the way to revenue
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Innovative,
AI –driven
solutions
Traditional
non-AI
MAD-tech.
SaaS and
on-site
software
suppliers
+3800 players
Highly specialist to solve ONE
problem area facing the CMO.
Replacing part of existing MAD-tech
Broad approach to solve most of CMO
overview needs by optimizing & enhancing,
rather than replacing, MAD-tech stack
+130 players
+4
playersOne
platform to
replace
best-of-
breed for
larger
organization
? playersUse existing best-of-breed
targeting small/medium companies
MAD-tech for CMOs - players & positioning
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“ Relying solely ongut-based, experience driven decision-makingin marketing is foolishin the digital age.”
Scott Brinker,chiefmartec.com
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The current solution to the problem: The tools to manage the marketing team are broken...
Too slow – too resource demanding – too error prone – too boring - too frustrating
A real-time data mess that is too much for Excel -but still too little & fragmented for AI traction…
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Accomplish far more than you could on your own by sharing, in order to:
• Create enough real-time data for the best AI-traction
• Get an AI trained to meet YOUR needs & that stays relevant over time
• Enable access to the top AI-talents needed to stay ahead
• Secure your data & learn from your peers in other industries with similar strategy
• Cut costs for 3:rd part data & data compliance
Collaborate in secure cloud service for selected members & get traction on your existing MAD-tech, enabling YOUR success as CMO
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The next part of the solution?The tools needed to put the CMO back in control
• ONE dashboard for overview
• Data visualization & drill down tool
• AI Bot understanding spoken/written questions & answering
It is SaaS that helps liberate the CMO from the complexities of digital marketing.
Faster & smarter decisions &
learning- powered by the
trusted platform
Real-time & data-driven
answers.Predictive & Prescriptive
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Learning quickerOptimizing how to allocate your budget smarter
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Augementing!
Humans & AI collaboration. Freeing time.
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Moving away from subscriptions?
Time for a business
model based on profit
sharing?
(A/B-testing approach)
Is a fee of 25% on the change in savings or improvements something a CMO is willing to pay?
Change
Your target group
AI insights
NOT applied
Your target group
AI insights
applied
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Problems?
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“ A basic truth of
management – if not
of life – is that nearly
everything looks like a
failure in the middle.”
Rosabeth Moss Kanter
Harvard Business Review
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The aggregated data is often not connected to the individual profile…
This is B2B . where most purchases are made by buying teams.
So we also want to know about each prospect’s relationship to other
People and to their company.
Understanding that hierarchy is important for B2B selling, but
most lead-gen stacks are almost completely oriented around the
individual lead.
And, even Account Based Marketing oriented stacks are
typically lacking the capabilities to identify buying teams, often
lumping everyone at a company into the same bucket.
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“ If you aren’t gettingthe marketing metricsyou need, it’s probablybecause you haven’tmade them a priority.”
Jon Miller, Engagio
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What is next?
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Immersive visualisation of insights?
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Content creation?
Marketers have to embrace a very different mindset
moving forward.
Marketers are trained to target personas - and
produce content that appeals to them.
But now customers expect an extremely high level of
personalization and real-time interactions with brands
across a multitude of devices and channels.
To this end, most marketers are still producing their
own content, but eventually it simply won’t be possible
to produce enough personalized content fast enough
without AI.
Columbia research finds people think human-written
articles are “more readable,” but computer-generated
stories are “more credible”.
Paul Greenberg, Independent Consultant and Author,
The 56 Group, LLC
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“ Without big dataanalytics, companiesare blind and deaf,wandering out ontothe Web like deeron a freeway.”
Geoffrey Moore
