Joe Stanhope, Vice President, Principal Analyst 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

Agenda Marketing and technology are intrinsically linked. Martech’s strategic mission Critical challenges remain unsolved. Rethinking martech priorities The path forward What’s next?

Agenda Marketing and technology are intrinsically linked. Martech’s strategic mission Critical challenges remain unsolved. Rethinking martech priorities The path forward What’s next?

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

Marketing technology is ubiquitous Source: “TechRadar™: Marketing And Advertising Technology, Q1 2016” Forrester report

Martech had every advantage The computing power: SaaS Source: “Application Adoption Trends 2016: SaaS Expands Across The Enterprise And Across The Globe” Forrester report

Martech had every advantage The computing power: SaaS Source: “The Forrester Wave™: Cross-Channel Campaign Management, Q2 2016” Forrester report

Martech had every advantage The insights: big data and analytics Source: “TechRadar™: Business Intelligence, Q1 2015” Forrester report

Martech had every advantage The fundamental need: the age of the customer Source: “Winning In The Age Of The Customer” Forrester report

Agenda Marketing and technology are intrinsically linked. Martech’s strategic mission Critical challenges remain unsolved. Rethinking martech priorities The path forward What’s next?

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.

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.

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

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?

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

Major issues persist: breadth Deliver the full customer journey Source: “The Forrester Wave™: Enterprise Marketing Software Suites, Q2 2016” Forrester report

Major issues persist: depth Power customer insights Source: “The Customer Insights Center Of Excellence” Forrester report

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.

Major issues persist: structural Lack of manageable tech stack options Source: “The Forrester Wave™: Enterprise Marketing Software Suites, Q2 2016” Forrester report

Major issues persist: structural Lack of manageable tech stack options A bifurcated technology landscape traps marketers. Point solutions Suites ?! ?! Marketers

Major issues persist: structural Base: 63 marketers; Source: Forrester’s Q1 2016 Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

Agenda Marketing and technology are intrinsically linked. Martech’s strategic mission Critical challenges remain unsolved. Rethinking martech priorities The path forward What’s next?

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.

Agenda Marketing and technology are intrinsically linked. Martech’s strategic mission Critical challenges remain unsolved. Rethinking martech priorities The path forward What’s next?

Aligning with market imperatives Transform the customer experience. Drive business growth with privacy. Age of the customer Accelerate your digital business. Turn business insights into action. Embrace the mobile mind shift.

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.

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

Agenda Marketing and technology are intrinsically linked. Martech’s strategic mission Critical challenges remain unsolved. Rethinking martech priorities The path forward What’s next?

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

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.

Joe Stanhope +1 617.613.8107 jstanhope@forrester.com Twitter: @joestanhope