Tag Archives: IBM

IBM Survey Identifies Key Attributes of Leading Marketers


IBM recently published the findings from its 2013 Global Survey of Marketers. You can view a presentation of the findings here. The 2013 survey included more than 500 marketing professionals worldwide from more than 15 industries.

As you might expect, the top marketing challenges identified by survey respondents were:

  • Acquiring new customers (42%)
    • Retaining existing customers and improving loyalty and satisfaction (35%)
    • Creating consistent, relevant and positive customer experiences across channels (34%)
    • Understanding social media and using social channels effectively (34%)

In analyzing the survey results, IBM identified a group of “Leading Marketers” based on their ownership of the customer experience across channels and their use of marketing technologies. As a group, the Leading Marketers delivered superior financial performance than “all other marketers” on three financial measures.

  • 3-yr Gross Profit Growth – Leading Marketers 1.8x higher
  • 3-yr Net Income Growth – Leading Marketers 3.4x higher
  • 3-yr Stock Price Growth – Leading Marketers 2.4x higher

IBM identified numerous differences between Leading Marketers and all other marketers, and the table below shows just some of the major differences revealed by the survey responses.

BLog Post 78 - Table 1

I would suggest that one of the most important differences between Leading Marketers and other firms is that Leading Marketers take a broader view of marketing responsibilities. For example, the IBM survey asked participants to rate the effectiveness of their marketing organization in performing across all 4P’s of the marketing mix. The table below shows the percentages of Leading Marketers and all other marketers who rated themselves as highly effective across the 4P’s. Notice that the least difference between Leading Marketers and all other marketers is in the area of promotion.

Blog Post 78 - Table 2

In an earlier post, I argued that marketers must focus on all components of the marketing mix if they want to reclaim their strategic role in the C-suite. The results of the IBM survey demonstrate the importance of taking a more holistic view of marketing’s role in the enterprise.

Customers may test you, EMM helps you rise to the challenge

Enterprise Marketing Management, or EMM, is a software technology solution for marketing organizations that provides a comprehensive marketing platform for managing customer and prospect interactions throughout the customer lifecycle.

The practice of marketing is challenging these days because of the rise of the “empowered customer.” Today’s customers are well-informed, use other people as their primary information source, interact with companies through multiple channels, touch points and media, and want (but rarely get) a superior customer experience—and have outlets for venting frustration when they don’t get what they want.

Your customers are truly empowered. To serve these empowered customers, marketers must—now more than ever—put customers at the center of everything they do. In the whitepaper ‘Today’s empowered customer puts businesses to the test—Enterprise Marketing Management empowers marketers’ IBM tells you how to do so.

The results of IBM’s groundbreaking Chief Marketing Officer (CMO) study, released in 2011, reinforce the observation that marketing is a challenging practice these days. IBM interviewed over 1,700 CMOs from around the world to create this study. The data reveals some of the most important challenges facing CMO’s and their marketing organizations today.

The top four challenges are data explosion, social media, growth of channel and device choices, and shifting consumer demographics. It’s easy to see why CMO’s are facing a “complexity gap,” because all of these challenges make marketing much more complicated today that it has ever been before. And it’s only going to get more complicated in the future.

Read More…

Personalize your marketing

For maximum impact and return, marketers must go beyond simple segment marketing or click reporting and create a personal dialogue with each visitor.

Behavioral digital analytics can fuel this personalization process by providing specific insights about each segment and individual. This can drive personalized product and content recommendations, as well as individually tailored retargeting for greater marketing ROI

EMM according to IBM

‘Now is the right time to move out of your marketing silos. Now is the time for real-time marketing.’ Real-Time marketing, according to software vendor IBM, is the key to more relevant offers, increased response rates, and happier, more profitable customers. Their software solutions for Enterprise Marketing Management (EMM)  is a cross-channel approach. It allows marketers to steer the conversation with their customers, which leverages all interactions in inbound channels, to enable more effective marketing.

IBM outlines four proven best practices in real-time inbound marketing:

  1. Make it personal
  2. Balance business objectives with customer needs
  3. Use real-time decisioning
  4. Enable collaboration

But really they come down to the same principle: if you put your customer at the center of your marketing efforts, and you can deliver the right message at the right time to the right person. Take a look for yourself and wonder if your marketing is ‘so relevant, it feels like a service.’


Integration – The Next Major Challenge for Enterprise Marketers

Three recent research studies clearly demonstrate that technology has become essential to effective and efficient marketing and that CEOs and other senior executives now recognize the vital role that technology plays in marketing.

  • In a survey of senior executives by McKinsey & Company, 52% of respondents said that digital marketing and social tools are a top ten corporate priority, and 25% said they will spend at least 3% of their total cost base on digital business initiatives this year.
  • In a survey of marketers this year by the Chief Marketing Officer (CMO) Council, 20% of respondents said they have a mandate from C-level executives and the budget to execute digital marketing initiatives, and 42% said they have strong interest and active support for such initiatives at the line-of-business level.
  • In its 2012 Global CEO Study, IBM found that CEOs now rank technological change as the most critical external factor that could impact their business over the next three to five years. In the marketing area, IBM found that seven out of every ten CEOs are implementing major initiatives in their organizations to deepen the understanding of individual customer needs and to decrease the time needed to respond to market insights. Read More…

IBM Presents the Think App

From the very beginning, people have tried to improve the world around them. Working at improvement may be a trial-and-error process, but it’s not random. There is a pattern to the way we improve our world: we see how our world behaves, map what we find, understand causes and effects, believe we can create new outcomes, and act to build and improve the systems around us.

Computing giant IBM has created the Think App for ‘kids, innovators, and forward thinkers’ that allows the user to explore how progress works. Through a series of interactive games, charts, maps and the like, IBM takes the user on a journey through the thought process and to inspire them to start seeing, mapping, understanding, believing, and acting themselves.


CEOs Say Actionable Customer Insights are Critical

IBM recently published the 2012 IBM CEO Study Leading Through Connections. This study was based on face-to-face conversations with more than 1,700 chief executive officers and public sector leaders based in 64 countries around the world. The objective of the study was to gauge the perspective of CEOs and public sector leaders on emerging trends and issues. IBM has conducted this study every two years since 2004.

In the 2012 study, CEOs identified technology as the most important external factor that will impact their organization over the next three to five years. Just as important, it appears that CEOs are changing their opinions about technology’s primary role in the organization. IBM says the view that technology is primarily a driver of efficiency is outdated and that CEOs now believe the most important role of technology is to enable collaboration and relationships – between an enterprise and its customers, business partners, and employees, and among those same stakeholders. Read More…

IBM State of Marketing 2012

IBM‘s new survey of the marketing industry finds that chief marketing officers (CMO) and chief information officers (CIO) must join forces in order to connect with today’s consumer across new channels including mobile devices and social networks. Fully 60% of marketers point to their lack of alignment with the company’s IT department as the biggest obstacle to reaching today’s consumers.

One key new finding of the survey shows that with mobile marketing working well, marketers are now preparing to go beyond coupons and deliver mobile advertising that reaches customers on their smart phone and tablets. According to the study, 34% of respondents stated that in less than 12 months, they intend to deliver mobile ads, the highest rate of new marketing tactic adoption in the five-year history of the study. Overall, 46% of respondents are currently using mobile web sites followed by 45% mobile applications, up from 40% and 44% respectively since last year. Read More…

Forrester: IBM, Neolane, and SAS Leaders in Cross-Channel Campaign Management

Forrester Research has named IBM, Neolane, and SAS as leaders in its new Wave Report on cross-channel campaign management. The report takes a look at the challenges advertisers and marketers face in a cross-channel campaign – from designing and budgeting to executing it and analyzing its effectiveness, considering the complexities in understanding and properly implementing social marketing, local advertising, mobile tech and real-time decision-making.

Forrester researched and rated twelve products offered by eleven companies (Alterian, Aprimo, ExactTarget, IBM, Infor, Neolane, Oracle, Pitney Bowes, Responsys, SAP and SAS), over 81 criteria and incorporating surveys, product demos and in-depth executive analyses across 156 different companies utilizing those cross-channel services. Read More…

MRM According to IBM

Now that the MRM in 60 Seconds series has been completed, we’ve been looking at other videos explaining Marketing Resource Management. IBM, one of the marketing automation software vendors from our list, created this short video simply saying marketers can ‘do more for less’ with an MRM system in place. Implementing an MRM solution can reduce project cycle times, increase output using the same resources, and improve compliance with legal and brand requirements, to name just a few positive effects. This video also emphasises the control an MRM system offers: transparency and accountability, at all levels of the marketing organization.