seth GODIN
john HAGEL
gavin HEATON
aditya JOSHI
marc MATHIEU
jim STENGEL
A conversation with The Economist Intelligence Unit.
Contents
03
09
Seth Godin:
Make things worth talking about
16
John Hagel:
Attract, assist and affiliate
24
Gavin Heaton:
To see five years ahead, look ten years behind
31
Aditya Joshi:
The modern marketer: Strategist, technologist, analyst
39
Marc Mathieu:
Find a truth and share it
44
Jim Stengel:
Marketing is at the centre of strategy
To help marketers prepare, Marketo commissioned The Economist Intelligence Unit to provide a
roadmap for the future a future in which marketing is first and marketers play a critical role as
stewards of the customer journey. From organizational team design to the importance of engaging
customers on a truly personal and 1:1 level The Economist Intelligence Unit has collected thoughts
and ideas from some of the brightest minds in marketing to give marketers the license to lead.
How marketers
will win
Marketing is on the ascent. It has
frequently led at big consumer products
companies. Now its influence is
growing everywhere: at B2B companies,
professional services firms, companies
dominated by engineering or logistics.
You can see marketings rise on business
bestseller lists, on YouTube playlists,
in the new brands that have broken
away and differentiated themselves,
and in the explosion of marketing startups (and what investors are paying for
them). Marketing is becoming a more
powerful and resource-rich function
of business. In todays digital world,
marketing is the function responsible for
creating and sustaining a long-lasting
relationship with the most important
asset of any business the customer.
In an always-on world, consumer
expectations are changing. As a result,
the nature of marketing itself is also
changing--data, digital, social, mobile,
analytics, real-time agility--these have
all become part of the vocabulary
of numerous business articles and
conversation. Thus marketers need
to shift their focus from pushing
messages at people to engaging
them in an ongoing conversation and
relationship. The speed, direction and
Seth Godin:
Make things worth
talking about
Seth Godin writes about the postindustrial revolution, the way ideas
spread, marketing, quitting, leadership
and most of all, changing everything.
He is the founder of squidoo.com,
and his blog is one of the most
popular in the world. He was hired
by Yahoo! as vice-president of direct
marketing after selling them the startup Yoyodyne. In 2013, Mr Godin was
inducted into the Direct Marketing Hall
of Fame, one of three chosen for this
honour. His latest book, The Icarus
Deception, argues that w have been
brainwashed by industrial propaganda,
pushing us to stand out, not to fit in.
10
11
12
15
John Hagel:
Attract, assist and affiliate
16
The three Is
One way to frame it is to say that
were moving from push to pull.
The traditional marketing model
has been driven by what I call the
three Is: intercept, isolate and
insulate. Intercept means getting
peoples attention wherever they are
and whenever you need them. My
favorite example is video screens
above the urinals in the mens room.
Talk about a captive audience.
First you intercept. Then you isolate.
Its you and me and nobody else, Ive
got you and I can get my message to
you without interference or distraction.
Finally, you want to insulate people
over time-- create a walled garden
where its just you and me forever.
EIU: But people wont stand for
that anymore. Thats going to annoy
them and drive them away.
versus the three As
John Hagel: Thats right. The three
Is are increasingly challenged. So let
me pose an alternative. Instead of the
three Is, think about three As: attract,
assist and affiliate. Attract means
motivating people to seek you out, to
find you. Assist means finding ways
to help people, both before and after
a purchase, to get more value and
use from the product or service.
18
22
23
Gavin Heaton:
To see five years ahead,
look ten years behind
24
26
27
29
30
Aditya Joshi:
The modern marketer:
Strategist, technologist
and analyst
Aditya Joshi is a partner in Bains
Customer Strategy and Marketing
practice. He advises on strategy
and marketing effectiveness in the
financial services, consumer products,
retail, media, and technology and
telecoms industries. Mr Joshi is
also part of the Financial Services
practice, where he focuses on the
payments, wealth and investment
management and retail banking sectors.
He has deep experience in business
strategy development, innovation
and new product development,
customer acquisition and retention,
and salesforce effectiveness.
33
34
35
37
Marc Mathieu:
Find a truth and share it
41
42
43
Jim Stengel:
Marketing is at the
centre of strategy
45
46
47
48
49
50