Presentation for Heko.fi-members held on 11th September, 2014.

1. HEKO – Where to focus in marketing?
Antti Ujainen
11th September, 2014

2. We help our Clients to build world-class
marketing excellence
S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .
Supporting your business
with social media
Increasing profitability through
digital marketing excellence and
marketing automation
Accelerating commercial success
through analytics, insight & foresight
10
years
11.9.2014 2

3. S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .
HELSINKI
STOCKHOLM
OSLO
COPENHAGEN
Marketing Clinic Group
3
Leading Nordic consultancy
specialized in marketing & sales
40+
CONSULTANTS
250
CLIENTS
750+
PROJECTS

4. Marketing Clinic Group – more than 250 satisfied clients covering
global and regional companies in b2b and b2c industries
S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .
4

5. S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .
SBD
• Focuses on digital marketing and
marketing automation
• From strategy to hands-on work
• 100 % objective and independent,
no vendor-pulled
• Wide skill-sets to solve any level of
digital challenge
Me
• History from CRM, Digital Marketing,
Marketing Automation, Digital
Analytics
• Work history Radiolinja, Roottori,
Fonecta, IBM
• Now SBD & AllTheGoodThings.com
• Sent 2 billion customer messages
during the career
• Happy to help you!

6. Where to focus in marketing?
WHAT HAS CHANGED? WHERE TO FOCUS?
S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .
Marketing has changed
- for good.
Get the big picture fixed first.
Increasing the profitability of your company
START SMALL, START NOW
The best way to go forward is to get
hands-on.
11.9.2014 6

7. What has changed in marketing?
S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .
11.9.2014 7

8. Pretty hectic world out there
S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .

9. S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .
1990 Sales Demo
Please tell me
about your product.
You have my
undivided
attention.
Source: #DeathByMA

10. Does their blog
make them look
smart?
S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
Search “Reviews
for Company
XYZ”
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .
2014 Sales Demo
Anyone use
Company XYZ?
What’s it like?
Is there a demo
video from an
actual user?
Do I know
anyone who
works there?
Do they
have a
mobile app?
Source: #DeathByMA

11. S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .
Times Have Changed
Source: #DeathByMA

12. S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .
86%
skip TV
ads
91%
unsubscribe
44%
of direct mail
is never
opened
Email usage is
declining by as
much as
59%
25%
of your list
expires each
year
Customer behavior
has changed
Source: #DeathByMA

13. THEN NOW
S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .
Information:
SCARCITY
Purchasing Power:
SELLERS
Organizational Power:
SALES
Information:
ABUNDANCE
Purchasing Power:
BUYERS
Organizational Power:
MARKETING
Buying has changed
Source: Marketo research
11.9.2014 13

14. If you have more money than brains, you
should focus on outbound marketing. If you
have more brains than money, you should
focus on inbound marketing.
S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .
GUY KAWASAKI
FORMER CHIEF EVANGELIST, APPLE
CO-FOUNDER, ALLTOP.COM
Image Credit: RangerRick
Source: #DeathByMA

15. Where to focus?
S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .
11.9.2014 15

16. Start from your customers and create your strategy?
S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
Your Strategy
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .
Who are
they?
How do they
behave?
What do they
need and
when?
How should I
serve them?

17. S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .

18. S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .

19. S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .

20. Be obsessed with your customers
-This is where marketers have historically focused on
S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .

21. Be obsessed with your customers
-This is where digital marketers are focused on
S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .

22. This is how departments measure their activities usually
S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .
250 clicks
11.9.2014 22
500 likes
300
followers
5.000 emails
2 % CTR

23. Be obsessed with your customers
-Measurement should cover all customer touchpoints
S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .

24. Capabilities, operations and measurement should be built customer
driven
S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
Brand
Customer Journeys
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .
Insight
Analytics
Data
Automation
CRM-marketing
Digital
Marketing
CRM
Display
Adverticing
Responses &
Permissions
CMS
Applications
Social
Marketing
MRM
Predictive
Analytics
Reporting

25. S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .
25
“Effective digital marketing is the marketing that bridges electronic
technology with psychology in the marketplace.”
Source: #DeathByMA

26. Start small - Start now!
S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .

27. TRY AND LEARN SERVICES
Short used- case improvement projects. Low-investment,
no fixed licenses, real-life results
One specific
use-case:
S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .
UNDERSTAND & PLAN
SERVICES
A crisp vision and strategy for digital
transformation and a clear roadmap for
execution.
1
One specific
use-case:
One specific
use-case:
and experience.
2
LEVERAGE
SERVICES
Leveraging prior phases into
fully integrated marketing
automation
3
INTEGRATION DECISION

28. SBD revised model for marketing automation
UNDERSTAND & PLAN
SERVICES
TRY AND LEARN
SERVICES
S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
Use-case
Use-case
Optimizing the use..
Optimizing the use-case
Optimizing the use-case
Use case1 Optimizing the use-case
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .
2
Use-case
3
Use-case
4
Use-case
5
Use-case
6
Optimizing the use-case
Optimizing..
7
Use-case
8
Op
Profits
Time
Pilots 1-2
Use-cases gives information what data and content is needed and
what kind of automation tool and data analytics is needed
Piloting gives you understanding how the automation
works – just to do the rest of the path properly.
LEVERAGE SERVICES

29. Companies typically hits the breakeven for marketing automation in 12-18 months,
SBD wants to shorten this time with this model created
S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .
Use case1
Use-case
2
Use-case
3
Use-case
4
Use-case
5
Use-case
6
Use-case
7
Use-case
8
Profits
Use-case 8
Break-even for
similar projects is
typically 12-18
months
Time
Project launch
SBD has created
the model to hit
breakeven faster
The model has following effects
• Total investment needed is
minimized
• Profits generated are higher
• Marketing is easier to handle
through structured model
Profit-curve with SBD-model
Profit-curve with normal
way to do marketing
automation

30. From where could you start from?
We do these pilots for you in 1-2 months
ACQUISITION
PROBLEM
S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
SOLUTION/PILOT*
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .
LOYALTY &
ENGAGEMENT
RETENTION
1. Lead nurturing triggered by content
2. Lead nurturing triggered by high lead scores
3. Abandoned shopping cart activation
4. Advanced newsletter
5. Onboarding / welcome email
6. Automated after sales support
7. NPS booster
8. Conversion opt. Through recommendations
9. Automated cross-selling / up-selling email
10. Unleash unpaid evangelists
11. Sleeper activation e-mail
13. Multichannel churn prevention
14. Multichannel marketing for contract renewal
“I need more
customers/visitors”
“I need to make more
money on my customers
visits”
“I need to get my
customers to visit more often”

31. What to do next when heading back to the office?
1. Stop and think are you doing the right
S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .
31
*) Source: Manning, Harley. Customer Experience Outlook For 2011. Allen, James. Closing the Delivery Gap: How to achieve true customer-led growth.
things?
2. Create your must win battles
3. Think about your 1st pilot
4. Call us and let´s do it!

32. S c a n d i n a v i a n B u s i n e s s
D e s i g n O y / w w w . s b d . f i
1 0 0 % O b j e c t i v e ,
M a r k e t i n g A u t o m a t i o n a n d
I n n o v a t i o n .