5 THINGS THAT CAN DESTROY CUSTOMER TOUCH March 2014

Insight, tools and encouragement to help you build an agile marketing system that flexes with the speed of business Engelina Jaspers March www.flexmarketingpro.com

Marketing strategy and planning Marketing optimization Marketing transformation Sustainability Brand-Demand integration March

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Customer Touch Challenges Product-level P&Ls Marketing programs aligned by product or business Uncoordinated messages, sequence, timing Inconsistent privacy and data standards Unconnected customer experience across interactions March

Shift from Programs to Customers Marketing at a program level Marketing at a segment level Marketing at a customer level March

Conduct internal audit and benchmark Understand market opportunity sizing Define optimal reach, frequency, sequence, mix Run pilot on control group Apply on audience-by-audience basis Path to Customer Touch March

AwareEngagePurchaseAdvocate 1 st Impact Brand Advertising Trade Show or Event Analyst Report Industry Summit Product Promotion Attendance at Webcast Success Story Roundtable 2 nd Impact Company Website Banner Ad White PaperExecutive Meeting at Event Customer Advisory Council 3 rd Impact Public RelationsIndustry Journal or Website New Product Announcement Unsolicited Proposal Sales Meeting Customer Newsletter Trend/Opinion Piece % Emphasis $ Allocated Return Metrics 20% Low 40% High 40% High 20% Medium Customer Touch Planning Matrix Customer Target: xyz (illustrative) Time March

Agreed-to titles, segments, sub-segments Centralized list pulls and purchases Contact management rules Message framework and guidelines Common set of leverageable assets Consistent call to action and landing site Enabling Customer Touch March

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About FlexMarketing Pro Hello, I’m Engelina Jaspers and I’m a FlexMarketing pro. I created “The Marketing FLEX” to help smart marketers lay a more efficient, focused and accountable marketing foundation – one that can flex with the speed of business. I’ve been on a quest for marketing excellence for 30 years, working for some of the finest consumer and technology brands. The journey has honored me to work with forward- thinking marketers to build high-performing teams and supersize their marketing investments, to successfully lead a number of complex marketing transformations, and to drive a turnaround for my company’s sustainability efforts (that began with Greenpeace on our rooftop and culminated with being ranked #1 greenest U.S. company and #5 best global green brand two years later). If you’re ready to “up your game,” building a FlexMarketing capability can help propel your marketing goals and career. Join me at March