Today we’re seeing the "Amazonification" of the consumer. Consumers expect brands to deliver relevant, personalized content at each touch point, regardless of time of day, device or location. Yet marketers have an uphill battle, trying to wire their organizations and systems to deliver on the promise of marketing cloud platforms. For marketers the risk of delivering stale customer experiences is costly: 94% of customers have discontinued communication with a company because of irrelevant messages (source: Blue Research). In this webinar nFusion's CEO John Ellett provides a tour of five eras of technology's impact on marketing and outlines 10 steps to deliver engaging, personalized experiences across digital touch points. Watch this webinar to learn about: - The five eras of technology's impact on marketing - A three-part framework for solving the personalization challenge - 10 steps to deliver personalized, omni-channel experiences Presenter: John Ellett, nFusion's CEO, has interviewed and collaborated with hundreds of marketing execs as part of his book "The CMO Manifesto," his column on the Forbes CMO Network, the Cojones Awards and client projects.

1. WEBINAR:
MARKETING 5.0:
10 STEPS TO DELIVERING
COMPELLING EXPERIENCES
John Ellett, CEO nFusion
OCTOBER 22, 2014
Webinar Audio: Toll: +1 (470) 200-0302 Access Code: 769-951-325
Contact: dkern@nFusion.com
Post-Event Slides: http://info.nFusion.com/webinar-marketing5
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.

2. MY THREE HATS
2
Author Blog Contributor CEO
The CMO Manifesto
Marketing 5.0 – Coming Soon
Forbes
nFusion
A Digital Agency
@nFusion

3. AGENDA
1. Brief history of marketing technology
2. Marketing 5.0
3. Implications for marketers and technologists
4. 10 steps to get there
3
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
@nFusion

4. Printing Press
4
MARKETING 1.0
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
@nFusion

5. A BRIEF HISTORY OF MARKETING TECHNOLOGY
5
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
MARKETING DATA
• Name
• Address
• Phone Number
• Customer ID
• Purchase History
MAGAZINE/
NEWSPAPER
DIRECT MAIL/
CATALOG
@nFusion

6. John Cameron Swayze, NBC’s “Camel News Caravan” 1955
TV/Radio
6
MARKETING 2.0
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
@nFusion

7. A BRIEF HISTORY OF MARKETING TECHNOLOGY
7
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
MARKETING DATA
• Name
• Address
• Phone Number
• Customer ID
• Purchase History
MAGAZINE/
NEWSPAPER
RADIO
TV
DIRECT MAIL/
CATALOG
@nFusion

8. PC/Internet
8
MARKETING 3.0
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.

9. A BRIEF HISTORY OF MARKETING TECHNOLOGY
9
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
MARKETING DATA
• Name
• Address
• Phone Number
• Customer ID
• Purchase History
• IP Address
• Tags
• Site Behavior
• Search Behavior
• Email Address
• Email Behavior
MAGAZINE/
NEWSPAPER
SEARCH
RADIO
BRAND
WEBSITES
EMAIL
TV
DIRECT MAIL/
CATALOG
THIRD PARTY
WEBSITES
@nFusion

10. Social/Mobile
10
MARKETING 4.0
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
@nFusion

11. A BRIEF HISTORY OF MARKETING TECHNOLOGY
11
MARKETING DATA
• 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
SOCIAL
NETWORKING
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
MAGAZINE/
RATINGS/ NEWSPAPER
REVIEWS
SITES
SEARCH
RADIO
BRAND
WEBSITES
EMAIL
MOBILE
APPS
TV
MOBILE
WEB
DIRECT MAIL/
CATALOG
THIRD PARTY
WEBSITES

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

13. CUSTOMERS EXPECT PERSONALIZATION
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
13
78% of customers don’t receive
consistent experience across channels.
— Accenture
94% of customers have discontinued
communication with a company because of
irrelevant messages.
— Blue Research
@nFusion

14. DATA CHAINED TO CHANNEL (& DEPARTMENT) = FRAGMENTATION
14
Source: Oracle Marketing Cloud Conference
@nFusion

15. OMNI-CHANNEL EXPERIENCES REQUIRE SYNCHRONIZED DATA
15
Source: Oracle Marketing Cloud Conference
@nFusion

16. ARMS RACE TO SOLVE THE PROBLEM
16
Source: Forrester

17. CONSTRUCT FOR SOLVING THE CHALLENGE
17
Presentation layer: User experience and content
Marketing engineering layer: CDJ maps, go-to-market
plans and orchestration, Omni-channel mgt.
Infrastructure layer: Applications and data
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.

18. 10 STEPS TO MARKETING 5.0
18

19. STEP 1
Become a
customer-centered
organization
19
Source: Satmetrix Systems, Inc.

20. STEP 2
Develop segments
and personas
20
Jane: Decision Maker
Personas: CEO, CFO
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VU[OLPU]LZ[TLU[1HULSPZ[LUZ[V)PSSI[L_WLJ[Z
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21. STEP 3
Map the customer
decision journey
21
Attract Engage
Identifies issue and
requires a solution
Researches
solution and
discovers
possibilities
Nurture Convert
Interest
Threshold
The lead becomes
interested enough
to become a
prospect.
Understands
product offerings
and value to
business
Finds alignment to
solution expectations
Conversion
The prospect
moves from the
consideration
phase to a
subscribed
customer.
Builds
business case
for product
purchase
Train Expand Retain Upsell
Agrees to
purchase and
signs up for an
account
Utilizes
products
Realizes product
business impact
Searches for
more solutions
Knowledge
Threshold
The user realizes
the value of the
product offerings
within his
business.
Receives
training
Becomes a
product expert
Milestone
Awareness of products and what their
intended purposes are.
Milestone
Complete understanding of product
offerings and realization of possible
positive ROI after purchase.
Milestone
Successful integration and use of
products within business process.
Realized value of product integration
and positive outcome.

22. STEP 4
Define cross-discipline
planning model
22

23. STEP 5
23
Envision what is
possible and
determine data
needed

24. STEP 6
Resource for
infrastructure
and experience
building
24

25. STEP 7
Implement
key applications
and data
management
infrastructure
25
Source: Oracle Marketing Cloud Conference

26. STEP 8
Build/manage
personalized
Omni-channel
experiences
26

27. STEP 9
Create
cross-discipline
analytics
framework
27

28. STEP 10
Align
organization on
data-driven
engagement
policies
28

29. 10 STEPS YOU SHOULD TAKE NOW
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
29

30. 30
QA

31. 31
THANKS!
STAY IN TOUCH
jellett@nfusion.com
@jellett
@nFusion
www.nFusion.com
SLIDES + REPLAY
http://info.nFusion.com/webinar-marketing5