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Social advertising, native advertising, content marketing, mobile, marketing automation, CRM, email marketing - today's world of marketing is filled with more opportunity than ever before. But with this opportunity comes the potential inertia of too much – too much to learn, too much data to measure, too many technologies to adopt, too many marketing tactics to integrate – too many decisions overall! Find out how to bring strategic structure to the chaos in a way that your peers and leadership can clearly understand and support. Learn how to develop a strong, integrated campaign that will help you justify your marketing budget - or get a budget - to your organization's executive leadership.
Citation preview
Marketing decision makers: Stop thinking tactics,start thinking campaigns
© 2014 Capstrat, LLC. All Rights Reserved.
Session Agenda
• Your distractors• Your customer’s distractors• The funnel: Bring order to the chaos• Tools to support your efforts
© 2014 Capstrat, LLC. All Rights Reserved.
Where does a marketer’s time go?
© 2014 Capstrat, LLC. All Rights Reserved.
Budgets“I don’t know.” – Response from 50% of marketers when asked how much they could increase incremental profits with a 10% increase in budget.Source: Lenskold Group and emedia
TechnologyEmail down. Password resets. Smartphone not connecting to Exchange. Internet is slow. Etc. Etc. Etc.
© 2014 Capstrat, LLC. All Rights Reserved.
Information66% of marketers feel overwhelmed by volume of data, 59% are frustrated by how long it takes to receive reports, and 50% said reports lack important information.Source: DOMO Survey, November 2013
© 2014 Capstrat, LLC. All Rights Reserved.
Meetings37% of employee time is spent in meetings. Managers attend more than 60 meetings per month.Source: InfoCom
© 2014 Capstrat, LLC. All Rights Reserved.
Politics43% of employees say dealing with office politics is their primary time waster.Source: Salary.com
© 2014 Capstrat, LLC. All Rights Reserved.
Updates/ReportsKnowledge workers spend an average of 41% of their time on discretionary activities that offer no satisfaction and could be handled competently by others.Source: Harvard Business Review
© 2014 Capstrat, LLC. All Rights Reserved.
YourselvesThe average US adult spends 141 minutes a day using mobile devices. Source: Advertising Age Mobile Fact Pack 2013
© 2014 Capstrat, LLC. All Rights Reserved.
© 2014 Capstrat, LLC. All Rights Reserved.
What is your customer’s attention focused on?
© 2014 Capstrat, LLC. All Rights Reserved.
Inundated with brand messages
© 2014 Capstrat, LLC. All Rights Reserved.
Same things as you, and...Fragmentation of media channels
© 2014 Capstrat, LLC. All Rights Reserved.
© 2014 Capstrat, LLC. All Rights Reserved.
© 2014 Capstrat, LLC. All Rights Reserved.
Newspapers have lost $40 Billion in advertising revenue since 2000.Source: Newspaper Association of America
© 2014 Capstrat, LLC. All Rights Reserved.
The number of pieces of mail delivered by the US postal service dropped from 250 Million to 50 Million over the last 6 years.Source: USPS
© 2014 Capstrat, LLC. All Rights Reserved.
Content on the Internet tripled between 2010 and 2013.Source: GoGlobe & Qmee
© 2014 Capstrat, LLC. All Rights Reserved.
90% of all Internet traffic in 2017 will be video.Source: Cisco
© 2014 Capstrat, LLC. All Rights Reserved.
Sharing on social media hasdoubled between 2011 and 2013. Source: KPCB
© 2014 Capstrat, LLC. All Rights Reserved.
The half-life of a piece of content shared on Twitter and Facebook is 3 hours.(Half-life = 50% of Total clicks) Source: Bit.ly
© 2014 Capstrat, LLC. All Rights Reserved.
73% of people surveyed wouldn’t care if the brands they used disappeared from their life. Source: Co.Exist
© 2014 Capstrat, LLC. All Rights Reserved.
42% of global marketers say acquiring new customers is one of the top three marketing challenges facing their organization.Source: IBM
© 2014 Capstrat, LLC. All Rights Reserved.
It is 6 to 7 times more expensive to acquire a new customer than it is to keep a current one. Source: White House Office of Consumer Affairs
© 2014 Capstrat, LLC. All Rights Reserved.
These customer distractorscan be opportunity.
But with all of this opportunity comesthe potential inertia of too much...
© 2014 Capstrat, LLC. All Rights Reserved.
How can you bring structureto the chaos?
© 2014 Capstrat LLC. All Rights Reserved.
Funnel
• testing/optimization
© 2014 Capstrat, LLC. All Rights Reserved.
© 2014 Capstrat LLC. All Rights Reserved.
Sales, New Members, Advocates, etc
The funnel approach
Awareness/Attention
Action
Desire
Interest
Universe of People
© 2014 Capstrat LLC. All Rights Reserved.
Planning/Strategy
Action
Desire
Interest
Universe of PeopleAudience
Segmentation
Awareness/Attention
Account PlanningResearch
PositioningMessagingDelivery
© 2014 Capstrat LLC. All Rights Reserved.
Awareness/Attention
Account PlanningResearch
Positioning
MessagingDelivery
Action
Desire
Interest
Universe of PeopleAudience
Segmentation
Awareness/AttentionPublic RelationsAdvertising
Social Media
© 2014 Capstrat LLC. All Rights Reserved.
Interest
Account PlanningResearch
Positioning
MessagingDelivery
Public RelationsAdvertisingSocial Media
Action
Desire
Interest
Universe of PeopleAudience
Segmentation
Awareness/Attention
Direct MarketingSearch
Social
Channel MarketingDigital Experience
Native Advertising
© 2014 Capstrat LLC. All Rights Reserved.
Desire
Account PlanningResearch
Positioning
MessagingDelivery
Public RelationsAdvertisingSocial Media
Action
Desire
Interest
Universe of PeopleAudience
Segmentation
Awareness/Attention
Direct MarketingSearch
Social
Digital ExperienceChannel MarketingNative Advertising
InfographicsVideo
© 2014 Capstrat LLC. All Rights Reserved.
Action
Account PlanningResearch
Positioning
MessagingDelivery
Public RelationsAdvertisingSocial Media
Action
Desire
Interest
Universe of PeopleAudience
Segmentation
Awareness/Attention
Direct MarketingSearch
Social
Digital ExperienceChannel Marketing
Videos Infographics
Native Advertising
Conversion OptimizationUser Experience
© 2014 Capstrat LLC. All Rights Reserved.
Relationship cultivation and management
Action
Desire
Interest
Universe of People
Awareness/Attention
Customer Segmentation
Lead Management Strategy
Tactical Execution - Timing - Channels/Tactics
Marketing Content Strategy
Marketing Automation
Analytics
Optimization
© 2014 Capstrat, LLC. All Rights Reserved.
© 2014 Capstrat, LLC. All Rights Reserved.
© 2014 Capstrat, LLC. All Rights Reserved.
© 2014 Capstrat LLC. All Rights Reserved.
Content
© 2014 Capstrat LLC. All Rights Reserved.
Content engine
© 2014 Capstrat LLC. All Rights Reserved.
© 2014 Capstrat LLC. All Rights Reserved.
The campaign stack: A pragmatic approach to marketing
Air Cover
Demand and Lead Generation
Collateral
Training
Commercial offer
Promotions
Print, online, TV, radio, public relations, online banners/search, podcasts, out-of-home (billboards, airports, etc.)
Direct mail, email, Newsletters, events (real and virtual)
Briefs, presentations, white paper, customer case studies
Workshops, E-seminars, podcasts, online exams
Preconfigured packages, boxed sets, subscription service, starter kits
Bundle discounts, partner incentives, rebates, awards
© 2014 Capstrat LLC. All Rights Reserved.
Big whooping mistakes
No call to action
Bad timing between air cover and demand generation
Inconsistent message
No training
Not telling Sales
Telling channel partners beforedirect Sales or Field Marketing
© 2014 Capstrat LLC. All Rights Reserved.
Measure what matters.
© 2014 Capstrat LLC. All Rights Reserved.
Measurement/Analytics
Loyalty
Sales
Attribution
High Value Behaviors
Completion of Task
Likes/Follows
Page/Video Views Time
Spent
Clicks
CTR/CPC
Visits
© 2014 Capstrat LLC. All Rights Reserved.
OutputReach, touch,
click
Business GoalsAdded value
OutcomesKnowledge,
opinions, attitudes
Organization Targeted groups Tactics/media/channels
Total measurement
© 2014 Capstrat, LLC. All Rights Reserved.
Optimization and testing
© 2014 Capstrat, LLC. All Rights Reserved.
A/B/split testing and multivariate testing (MVT)
© 2014 Capstrat LLC. All Rights Reserved.
Why test?
Only way to truly know what works and what doesn’t for your industry, customers and products
No opinions
No “best practices”
No “design for design sake”
© 2014 Capstrat LLC. All Rights Reserved.
What can you test?
Processes/ user workflows
Landing pages
Campaigns
Design
Content
Marketing promotions
© 2014 Capstrat LLC. All Rights Reserved.
Where to start?
Action
Desire
Interest
Universe of PeopleAudience
Segmentation
Awareness/Attention
© 2014 Capstrat LLC. All Rights Reserved.
Testing tools
www.conversion-rate-experts.com/split-testing-software/
© 2014 Capstrat LLC. All Rights Reserved.
The role of marketing automation
© 2014 Capstrat LLC. All Rights Reserved.
What is marketing automation?
Marketing automation is software that automates your marketing efforts. As a result, your sales and marketing teams can work in tandem with one another.
© 2014 Capstrat LLC. All Rights Reserved.
Marketing automation features
This allows many marketing practices to take shape, including:
• Lead generation (Create interest in product or service)• Segmentation, dynamic content, personalization (divide target
market into subset of customers with common variables)• Lead nurturing (process use to build relationship)• Lead scoring (methodology to rank prospects)• Relationship marketing (emphasize customer retention & satisfaction)• Customer retention (loyalty)• ROI measurement (investment vs revenue)• Landing page A/B testing (refinement of message)• Anonymous visitor tracking (user tracking)
© 2014 Capstrat LLC. All Rights Reserved.
Marketing automation benefits
• Businesses of all sizes can properly utilize marketing automation.
• It increases the operational efficiency of your business while driving revenue.
• Better leads = increased business and revenue
© 2014 Capstrat LLC. All Rights Reserved.
Tools to support your efforts
• Analytics framework• Conversion funnel worksheet• ROI calculators • Campaign stack• Messaging matrix• Content engine framework
© 2014 Capstrat LLC. All Rights Reserved.
Analytics framework
© 2014 Capstrat LLC. All Rights Reserved.
Conversion funnel worksheet
© 2014 Capstrat LLC. All Rights Reserved.
B2B industry benchmark for lead conversions*
Suspects
* Based on industry averages/benchmark developed by Netprospex
Prospects
Marketing Qualified Lead
Sales Accepted Lead
Sales Qualified Lead
Closed Deals
Avg Size of Sale
2014 Marketing Generated Revenue Goal
$$$$$$
x $$$$
2%
4%
67%
47%
31%Closed Deals
Suspects
Prospects
Marketing Qualified Lead
Sales Accepted Lead
Sales Qualified Lead
© 2014 Capstrat LLC. All Rights Reserved.
Your conversion funnel worksheet
Suspects
Prospects
Marketing Qualified Lead
Sales Accepted Lead
Sales Qualified Lead
Closed Deals
Avg Size of Sale
2014 Marketing Generated Revenue Goal
$$$$$$
x $$$$
?%
?%
?%
?%
?%Closed Deals
Suspects
Prospects
Marketing Qualified Lead
Sales Accepted Lead
Sales Qualified Lead
© 2014 Capstrat LLC. All Rights Reserved.
Return on investment (ROI) calculators
© 2014 Capstrat LLC. All Rights Reserved.
Campaign stack
© 2014 Capstrat LLC. All Rights Reserved.
Messaging matrix
© 2014 Capstrat LLC. All Rights Reserved.
Content engine framework
© 2014 Capstrat, LLC. All Rights Reserved.
Thank you
Shane Johnstone. sjohnston@capstrat.comt. @shanetjohnston
Jon Barlowe. jbarlow@capstrat.comt. @Jon_Barlow
www.capstrat.com
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