Customers have changed how they learn, share and make decisions. They expect to be able to access the right content, no matter the device, time or place. As a marketer, have you changed? This presentation walks through the steps to become a modern marketer in order to use compelling content to deliver engaging customer experiences that impact your bottom line.

1. FRAMEWORK FOR
MODERN MARKETERS
John Ellett, CEO nFusion
FEBRUARY 2015
©NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.

2. MY THREE HATS
2
TheCMO Manifesto
Marketing 5.0 – Coming Soon
Forbes nFusion
A Modern Marketing Agency
Author Blog Contributor CEO
@jellett

3. AGENDA
1. Briefhistory of technology’s impacton marketing
2. Marketing 5.0
3. Implicationsfor marketers
4. 10 building blocks for modern marketing
3
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@jellett

4. Printing Press
4
MARKETING 1.0
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@jellett

5. A BRIEF HISTORY OF MARKETING TECHNOLOGY
5
©NFUSION GROUP,LLC. PROPRIETARYAND CONFIDENTIAL.
MARKETINGDATA
• Name
• Address
• Phone Number
• Customer ID
• Purchase History
@jellett

6. John Cameron Swayze, NBC’s “Camel News Caravan” 1955
TV/Radio
6
MARKETING 2.0
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@jellett

7. A BRIEF HISTORY OF MARKETING TECHNOLOGY
7
©NFUSION GROUP,LLC. PROPRIETARYAND CONFIDENTIAL.
MARKETINGDATA
• Name
• Address
• Phone Number
• Customer ID
• Purchase History
@jellett

8. PC/Internet
8
MARKETING 3.0
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@jellett

9. A BRIEF HISTORY OF MARKETING TECHNOLOGY
9
©NFUSION GROUP,LLC. PROPRIETARYAND CONFIDENTIAL.
MARKETINGDATA
• Name
• Address
• Phone Number
• Customer ID
• Purchase History
• IP Address
• Tags
• Site Behavior
• Search Behavior
• Email Address
• Email Behavior
@jellett

10. Social/Mobile
10
MARKETING 4.0
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@jellett

11. A BRIEF HISTORY OF MARKETING TECHNOLOGY
11
MARKETINGDATA
• Name
• Address
• Phone Number
• Customer ID
• Purchase History
• IP Address
• Tags
• Site Behavior
• Search Behavior
• Email Address
• Email Behavior
• Location
• Mobile Number
• Mobile Site Cookie
• Social ID
• Social Behavior
• Brand Affiliation
©NFUSION GROUP,LLC. PROPRIETARYAND CONFIDENTIAL.
@jellett

12. Winning in the Age of PersonalizedOmni-channel Experiences
MARKETING 5.0
12

13. 13@jellett

14. CUSTOMERS EXPECT PERSONALIZATION
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14
78%of customersdon’t receive
consistentexperienceacrosschannels.
— Accenture
94%ofcustomershavediscontinued
communicationwitha companybecauseof
irrelevantmessages.
— Blue Research
@jellett

15. DATA CHAINED TO CHANNEL (& DEPARTMENT) = FRAGMENTATION
15
Source: Oracle Marketing Cloud Conference
@jellett

16. OMNI-CHANNEL EXPERIENCES REQUIRE SYNCHRONIZED DATA
16
Source: Oracle Marketing Cloud Conference
@jellett

17. ARMS RACE TO SOLVE THE PROBLEM
17
Source: Forrester
@jellett

18. CONSTRUCT FOR SOLVING THE CHALLENGE
18
Presentation layer: User experience and content
Marketing engineering layer: CDJ maps, go-to-market
plans and orchestration, omni-channel management
Infrastructure layer: Applications and data
©NFUSION GROUP,LLC. PROPRIETARYAND CONFIDENTIAL.
@jellett

19. 10 BUILDING BLOCKS FOR
MODERN MARKETING
19

20. # 1
Become a
customer-centered
organization
20
Source: Satmetrix Systems, Inc.
@jellett

21. # 2
Develop segments
and personas
21@jellett

22. # 3
Map the customer
decision journey
22@jellett

23. # 4
Definecross-
discipline
planning and
orchestration
model
23@jellett

24. # 5
24
Envision what
experience is
possible and
determinedata
needed
@jellett

25. # 6
Builddata and
technology
infrastructure
25@jellett

26. # 7
Buildcontent
creation engine
26@jellett

27. # 8
Execute
personalized
omni-channel
experiences
27@jellett

28. # 9
Create
cross-discipline
analytics
framework
28@jellett

29. # 10
Align
organization on
data-driven
engagement
policies
29@jellett

30. 10 STEPS YOU SHOULD TAKE NOW
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30@jellett

31. NFUSION: A MODERN MARKETING AGENCY
31@jellett
PLANNING AND INSIGHTS
CONTENT
PLANNING AND
CREATIVE
CONNECTIONS
PLANNING
AND MEDIA
PLATFORM
SOLUTIONS AND
TECHNOLOGY
CLIENT SUCCESS
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32. 32
STAY IN TOUCH
jellett@nfusion.com
@jellett
THANKS!