Modern Marketing is about agility and experimentation, built upon the foundation of the product and the brand story.

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Tools for Modern Marketing
Anurag Gour
Director Office Marketing
Microsoft India
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Modern marketing is about
agility and experimentation,
built upon the foundation of
the product, brand story.

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A Framework for Modern Marketing
Strategy
• Product-Led
• Content-led
Creative
• Rational
Information
• Emotional
Storytelling
Media
• Cross-media
• Transmedia
Process
• Waterfall
• Agile

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Leading with Content
“For messages to be heard in 2020, brands
will need to create an enormous amount of
useful, appealing, and timely content. To
get there, brands will have to leave behind
organizations and thinking built solely
around the campaign model, and instead
adopt the defining characteristics of the
real-time, data-driven newsroom.”
- Baba Shetty and Jerry Wind, Wharton School

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Adobe & OralB

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ContentCreation ContentDistribution
SOCIAL
VIDEO
OWNED
MEDIA
MAKERS
BANNERS
PAID
SEARCH
BLOGGERS
OTHER
BRAND
CONTENT
FB ADS
Inspiration
Keep an eye on
blogs, artists, other
sources.
Ideation around
themes, ideas.
Co-creation
Partner with
creators to
develop original
content.
Create your own.
FOUND
CONTENT
FAN
CONTENT
BUILD SHARE
Content Hub
Publish and
aggregate content
to .com
Make everything
shareable.
Owned and Earned
Start here first.
Create a media and
measurement plan.
Scaling / Paid
Invest behind the
best-performing
content.
TEST SCALE
ORGANIC
SEARCH
Content Hub
Content Creation and Distribution
SMS
CRS & IVR
Toll Free

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Advocates are the Real Influencers
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Justin Dorfman,
CDW Advocate
Alexia Tsotsis,
TechCrunch Co-Editor
AdvocateInfluencer
Metric Alexia Justin
# Twitter Followers 55,876 669
Trust level 22% 92%
Influence on purchases
(among Justin’s network)
Low High

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Marketing is the art of telling a
story that moves people to act.
It is about creating meaning
and make people feel
something, rather than making
them buy your stuff.

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Storytelling in B2B: Myths
• Storytelling works most effectively for B2C audiences
• B2B audiences care more about functionality and economics and
less about emotions
• B2B buying decisions are made by enterprises
• B2B products and solutions tend to be boring and complex – not
good subjects for stories.

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Storytelling in B2B: The Facts
• Enterprises don’t buy, people inside
enterprises do.
• People are people – they all love stories
• The more complex your product, the more
powerful it can be if you communicate
your message as a story
• The story doesn’t have to be about your
product – it can be about your mission,
your purpose, your role in the community,
your heritage, your people…
GE focuses on telling stories that
make sense for businesses, not
just consumers. They invite
consumers and businesses into
their world with behind the
scenes pictures on Instagram and
other social media.

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The Sound of Azure
IT pros are not just Geeks, they are a creative
bunch: music and computing both require
creativity, quick, intuitive problem solving and
improvisation skills.
Creative idea: Take real dots and dashes of
data being consumed in the Azure Data
Centre and turn them into something
memorable, something with primal and
universal appeal. Something musical. This is
the Sound of Azure.

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Conventional vs. Agile Marketing

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Key Shifts to Embrace
• Move away from long term planning: Shift to short-term, versatile marketing
plans that involve constant testing and experimenting of tactics. The time
between creating and executing a strategy must be reduced drastically to
ensure it is current and timely.
• Embrace marketing technology tools: Use tools like Digital Asset Management
(DAM), Product Information Management (PIM) and Web Content Management
(WCM) facilitate the creation and execution of multichannel and multinational
campaigns. Use web analytics tools for real-time customer intelligence.
• Foster internal collaboration: Drive collaboration within internal departments.
Use nimble project management; for example, holding shorter, more frequent
scrums instead of longer, infrequent meetings to get key stakeholders on the
same page.

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ModularContent
All content is modular, referencing previous
behavior to determine what is being
merchandised next.
Wireframes
All responsive design, for mobile, tablet and
PC
Flexibility and Scale
Content is loaded into one tool that can be
reused for other messages and edited quickly
Logo
Body Copy
Long
C TA Text
Long
Body C opy
Promo
Headline
Promo
Top CTA
Headline
Short
Image/Icon
C TA Text
Short
Promo
Subhead Thumbnail
of asset
Modular Content Snapshot
All content within the email is broken down into building blocks including headline, body copy, images and
calls to action. This allows the content to be flexible and independent of each other, allowing utilization of
message com ponents across over 2,000 customer scenarios.

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“Digital Analytics is the analysis of qualitative and
quantitative data from your business and your competition
to drive a continual improvement of the online experience
that your customers and potential customers have which
translates to your desired outcomes, both offline and
online.”
- Kaushik, 2010

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Understanding Digital Analytics
• Digital analytics involves collecting and analyzing digital data and
transforming it into reports, predictions and recommendations that
create business value.
• Digital data can be behavioral data, transactional data, metadata about
digital experiences, or data related to the events, clicks, and
interactions within those experiences.
• Digital analytics informs predictive modeling, testing and optimization,
real-time and “real-timely” automation, controlled experimentation,
competitive intelligence, and market research.
• Digital data is collected from websites and browsers, mobile
applications and devices and social networks. Digital data is also
created by digital television and set top boxes, digital advertising,
interactive billboards, and interactive kiosks.

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Why Analytics?

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Problem with Intuition: Shopping Carts
“After analyzing the online buying behavior of over
600,000 consumers across numerous e-commerce
sites, I learned that surprisingly 75% of shopping cart
abandoners would actually return to the site they
abandoned within a 28-day period. This defies
conventional wisdom: we polled online marketers
and 81 percent believed that the majority of
abandoners never return.”
(SeeWhy, 2013)

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The Truth about Abandonment
• It was discovered that shopping cart abandonment is natural
behavior in which users test or window-shop.
• This is particularly true for high-ticket items with a long decision
journey
• If abandonment is natural behavior, does it make sense to do
conversion optimization?

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Digital Analytics Across the Organization
Marketing Product Management Sales IT Executive
Management
Landing Page
Optimization
Behavioral Analysis Customer Value Performance
Monitoring
Dashboarding
Lifetime
Value/Customer
Segmentation
Search Engine
Optimization
Sales Readiness Site Usage for Capacity
Planning
Scorecarding
Search Engine
Marketing
Demo/Geo/Firmograp
hic analysis
Sales Collateral
Optimization
Disaster Recovery Custom Research
Ad and Media Plan
Optimization
Funnel and Flow
Optimization
Lead Generation and
Nurturing
Infrastructure
Enhancement
Financial Performance
Social Media
Optimization
Application and
Product Performance
Customer Usage
Information
Tag Management & QA Competitive
Intelligence

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Mapping Strategy to Intent Stages
See/Hear Think Do Care
Ad Creative and
Targeting Strategy
Broad creative. Demographic,
geographic or psychographic
targeting
Narrower creative based on
intent. Targeting on specific
sites, content-driven ads
Focused based on intent
signals. Targeting intent-
specific, including retargeting
Content-driven engagement.
Targeting based on interests,
problems, goals.
Marketing Outcome Drive brand awareness and
favorability
Drive initial engagement and
micro-conversions
Drive sales Drive advocacy
Marketing Channel
Emphasis
Display, YouTube, SEO, Social, SMS,
IVR
PPC, SEO, YouTube Display, PPC, Affiliate, Email, ,
Call Register Service (CRS),
IVR, SMS, Toll-Free
Video, Blogs, Content-rich
emails, gamification
Metrics • # or % Interactions
(platforms/ads)
• Conversion, Amplification,
Applause
• Indexed increase in awareness
• Click-Thru Rate
• Page Depth
• Per Visit Goal Value
• Visitor loyalty
• Checkout abandonment
rate
• Conversion Rate
• Repeat Purchase
• NPS (Advocacy)
• CLTV (Value)

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Thank You
Anurag Gour
@goursay | agour@microsoft.com