Creating an Agile, Data-Driven Marketing Organization ... - ITSMA

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HCL | Diamond Winner Transforming Marketing for Digital Leadership

Creating an Agile, Data-Driven Marketing Organization through Frugal Digital Transformation BUSINESS CHALLENGE The IT Services industry is at an inflection point. Traditional growth areas are declining, while the new “digital” technology businesses are yet to turn into growth engines. In this scenario, more than ever before, marketing departments are under pressure to deliver more with less. They are expected to help their organizations navigate the challenging business landscape, while also digitally transforming themselves to be able to effectively market to the “connected customer”. The challenge is to do this transformation “frugally” while also making sure there is no disruption of ongoing activities.

PROGRAM OBJECTIVE The end objective of the transformation initiative was to improve the marketing contribution to business. Breaking this down further, we set ourselves the below goals: 1. Make marketing agile by breaking down siloes and increasing visibility across teams 2. Improve content operations and efficiency through automation and orchestration 3. Make marketing investment decisions more data-driven

PROGRAM EXECUTION To achieve the above three objectives, and the ultimate objective of improving the marketing contribution to business, we took a very structured approach. We surveyed all stakeholders to understand pain points, analysed existing processes to understand inefficiencies and identified key areas of intervention. We then addressed process issues, implemented tools where necessary, integrating them for efficient data flows and defined a data architecture that created a unified view of marketing data. Implementing Marketing Automation The ability to respond fast to market opportunities is important for improving marketing effectiveness. Marketing automation helps deliver customized messages to target audiences, personalize their website experiences and programmatically nurture them. As part of planning, we reached out to the multiple marketing teams within the organization to identify bottlenecks and we mapped:

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1. 2. 3. 4. 5.

Activities involved in the current process Owners of the current process To-be processes Decide level of digitalization - percent of process that would stay manual Functionalities and features required for the new processes

Our implementation of Eloqua helped in improving our effectiveness of targeting audiences and reaching out to them faster. Improving Content Operations While teams were able to reach out to more customers with marketing automation, the lack of content operations and collaboration with other teams needed to be addressed. Our survey had found that teams were wasting more than 70% of their bandwidth on operational tasks. From our understanding of processes defined in phase 1 we needed a solution that can help us streamline content processes and provide a central workplace to create, review and approve content, while creating a marketing data stream that allows teams end to end visibility. Therefore we redefined our processes and implemented the B2B marketing platform Kapost. The platform acted as an aggregator which integrated seamlessly through APIs with the entire ecosystem to hold our marketing automation and all other distribution channels together. Making marketing more data-driven Becoming a data-driven organization required a fundamental shift in the way marketers think. It was therefore important to take all stakeholders along in the transformation journey. Trainings were an important part of this process. Over a period of two years a total of 130 trainings were conducted for over 190 users. The below specific interventions were central in driving the data-driven culture in the organization: 1. Implemented Google Analytics Premium (GA 360) to get deeper insights for each marketing team, enabling them to assess and correct their performance quickly. Also integrated it with Salesforce to track leads against digital activities. 2. Created marketing dashboards using Qlik by connecting the various source systems, making analytics “self-service”. 3. Tied up all systems together using a unique campaign key across channels to compare investments v/s outcomes, enabling measurement of Marketing RoI

BUSINESS RESULTS • • • • •

Teams launched campaigns faster, by almost 60%, and reduced email transactions by 45% We saved more than 14000 man hours per year, presently spent on creating reports Segmentation helped us improve email delivery rate by 15% and witnessed a 40% increase in the average open rate Accelerated the sales process by improving our MQL to SQL ratio by more than 55% A tighter digital integration pushed more leads from digital channels, increasing digital funnel contribution by 27% to $1.5 billion worth of Sales Qualified Leads.

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