Catharina Stackelberg, CEO of Marketing Clinic, presents her vision of what it takes for a company to succeed with their marketing in the modern world. Speaking during the Marketing Automation Unplugged-event organized by SBD on February 5th 2015, she started by going through the absolute basics of every success story in marketing - the factors that don't change in an ever changing landscape. She then went on to strengthen her points by placing them in a practical setting and explaining their impact through the use of success stories from different industries.

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What does it take to get into the
modern marketing world league?
Catharina Stackelberg – Marketing Clinic
5.2.2015 – Scandinavian Business Design Marketing Automation Unplugged

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It’s already a cliché to say the (marketing) environment is rapidly
changing… but what has not changed?
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Need for
customer insight
Boldness to
make decisions
Having an inspiring
business destination
Even more
important
than ever!

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Differentiated and
relevant brand
positioning and CVP
Creating superior
customer/end-user insight
.. and clear focus on who to
target
Delivering superior
customer experience
in key touch-points
Understanding the
customer journey and
key touch-points
Focus on most profitable
and potential customers
Focus on most profitable
and potential offering
Continuous monitoring and
development (+cross-functional
co-operation and alignment)
Getting to the world league requires sound fundamentals
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Having a clear, inspiring
business destination

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Superior customer insight is where it all starts..
“..only 2% of women were comfortable with saying that they are
beautiful. Also, there are girls as young as pre-teen who ‘feel’ fat..”
“..almost everyone is interested in decorating their home
nicely, not only the people with tons of money to spend..”
Customer/
end-user insight
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Case from the fast food world: create superior insight by
understanding customer segments and growth opportunities
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High preference
Low SOM (€) High SOM (€)
Low preference
Average preference 12%
Total SOM (€) 9%
Low consumption
Average consumption
High consumption
Modern & urban
young adults (A2)
5 / 8 / 8 /123m€
Active families (A1)
16 / 26 / 27 /712m€
Young & social
students (B)
22 / 13 / 15 /302m€
Family focused,
traditionalists (C)
45 / 17 / 19 /420m€
Busy, career
oriented (D2)
5 / 20 / 16 /550m€
Modern, health
orientated (D1)
8 / 16 / 15 /401m€
Customer/
end-user insight

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Understand the customer journey and consumption
occasions to identify growth opportunities
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Example of hotel customer journey
DAY OF THE
CONSUMER
NEED AND
OCCASION?
Lunch: consume
”building blocks”
OUR
OFFERING
TOUCHPOINTS
COMPETITORS
Example from health and fitness supplement business
Customer/
end-user insight

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Renovating business destination, positioning and value proposition:
Case Nike from “JUST DO IT” to ”HELP ME JUST DO IT”
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Business
destination

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Differentiation
BETTER DIFFERENT SPECIAL
You need to be…

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Inspirations and ideas on
how to make your home even better
“DESIGN
YOUR
OWN LIFE”
To offer a wide range of
well-designed, functional home
furnishing products at prices
so low that as many people as
possible will be able to afford them
“CREATE A BETTER EVERYDAY LIFE FOR THE MANY PEOPLE”
GOOD DESIGN IS FOR EVERYONE, NOT JUST DESIGN SNOBS
togetherness
respectsimplicity
cost-
consciousness
Differentiation

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See the ad Visit the store Buy the product
See a friend’s activity
See the ad (on-/offline)
Visit the store
(on-/offline)
Buy the product
Use the service and stay
engaged with the brand
Linear
Inspired
and
engaged
Creating engagement and delivering a superior customer
experience throughout the journey
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THE NORM
IN THE PAST
THE NORM
NOWADAYS
Customer
journey

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Case Caterpillar: the B2B world is no different!
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Linear
Inspired
and
engaged
THE NORM
IN THE PAST
THE NORM
NOWADAYS
Customer
journey
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Measure performance in strategy execution:
e.g. using tools that measure impact of all marketing channels to preference and sales
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Low reach, high impact  Find out how
to increase the reach cost-efficiently
Low reach, low impact  First change
the message, and then increase the reach
High reach, high impact  Find out how
to further increase the reach cost-
efficiently
High reach, low impact  Change the
message when possible in order to
increase the impact
EXPLANATIONS
Number of consumers exposed
High impact
High reach
Low impact
Low reach
Impact
Personnel: store
Own media
Earned media
Bought media
Bought from store
Visited store
Personnel: phone /
live chat
Company facebook
pages
Newsletter
Discussions with
friends / relatives
Internet
advertising
Discussions in
social media Other
websites
TV
advertising
Newspaper
advertising Newspaper articles
/ news
Continuous
monitoring

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Thank you
Catharina Stackelberg
find me on LinkedIn and Twitter @catharinastacke
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