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The New CMO: Strategist, Technology and Visionary презентация
Содержание
- 15. MarTech and the Decade of
- 16. 1998
- 17. This is the Decade of the CMO
- 18. 10x in 10 years
- 19. Buyer Behavior Has Changed
- 20. From Few Media Voices to Infinite Media Choices
- 21. From Dictation to Conversation
- 22. From Right Brain to Left and Right
- 23. From One Funnel to Infinite Paths to Purchase
- 24. 10x in 10 Years with
- 25. Behind every great marketer is a great framework
- 26. 5 Keys to Unlocking the
- 27. CMOs will be able to model
- 28. All Hail King ROI Challenges Attributing revenue
- 29. The new RFP in media buying
- 30. Hire Math Men, not Mad Men Challenges
- 31. CMOs will gain consumers’ trust by
- 32. Publish or Perish Challenges Creating authentic
- 33. Instead of connecting with a million
- 34. Mass Personalization is Not an Oxymoron
- 35. Marketing will evolve from just being
- 36. Close the Deal Challenges Aggregating identifiable
- 37. www.foundationcapital.com/decadeofthecmo • Email us: FC-Marketing@FoundationCap.com
- 38. Email Foundation at: FC-Marketing@FoundationCap.com Email AdRoll at: delight@adroll.com
MarTech and the
Decade of the CMO How the Software Revolution will
Grow 10X in 10 Years By Ashu Garg General Partner, Foundation Capital
Слайд 15
MarTech and the
Decade of the CMO
How the Software Revolution will
Grow 10X
in 10 Years
By Ashu Garg
General Partner, Foundation Capital
Слайд 19
Buyer Behavior Has Changed
From few media voices to infinite media choices
Dictation
to conversation
From one funnel to infinite paths to purchase
From right brain to left and right
Слайд 24
10x in 10 Years
with $12B to $120B
Tech spend as % of
total marketing spend
Source: Includes IDC, Magma Global, and Foundation Capital estimates
$B
12
44
121
Слайд 26
5 Keys to Unlocking
the Decade of the CMO
All Hail
King ROI
Hire Math Men, not Mad Men
Publish or Perish
Mass Personalization is Not an Oxymoron
Close the Deal
Hire Math Men, not Mad Men
Publish or Perish
Mass Personalization is Not an Oxymoron
Close the Deal
Слайд 27
CMOs will be able to model the business impact of their
proposed marketing investment
All Hail King ROI
Слайд 28All Hail King ROI
Challenges
Attributing revenue to specific marketing actions
Unifying ‘identity’ across
devices
Bridging the gap between the online and offline experiences
Bridging the gap between the online and offline experiences
Слайд 30Hire Math Men, not Mad Men
Challenges
Programmatic advertising lacks transparency and “brand
safety”
Limitations in spot buys and digital media
Agency can lack requisite skills with outdated business model
Limitations in spot buys and digital media
Agency can lack requisite skills with outdated business model
Слайд 31
CMOs will gain consumers’ trust by providing relevant, authentic, and engaging
content
Publish or Perish
Слайд 32Publish or Perish
Challenges
Creating authentic content at scale across formats
Distributing across
fragmented channels and measuring engagement
Identifying, leveraging, and nurturing advocates
Identifying, leveraging, and nurturing advocates
Слайд 33
Instead of connecting with a million people at once, brands will
connect with one person – and do it a million times over
Mass Personalization is Not an Oxymoron
Слайд 34Mass Personalization
is Not an Oxymoron
Challenges
Expensive at scale especially in
real-time
Insufficient data about users for brands to deliver truly customized experiences
Protecting consumer privacy
Insufficient data about users for brands to deliver truly customized experiences
Protecting consumer privacy
Слайд 35
Marketing will evolve from just being demand generation to driving revenue
and growth.
CMOs will predict who will be customers, find them, and in this decade, close the deal.
CMOs will predict who will be customers, find them, and in this decade, close the deal.
Close the Deal
Слайд 36
Close the Deal
Challenges
Aggregating identifiable information across all relevant channels
Addressing privacy concerns
Surfacing
relevant insights at the right time to close the deal
