Content Management & Web Analytics Theatre; Becoming a revenue centric digital marketer

Connect Content to Revenue

Becoming a Revenue Centric Digital Marketer

#ektron

Adam SmithDirector, Product Marketing

adam.smith@ektron.com@DrDesmo

Agenda

1. The case for becoming a revenue centric digital marketer

2. Five steps to connect content to revenue

3. About Ektron

4. Resources and next steps

5. Questions

Why Connect Content to Revenue?

1. Current worldwide economic environment demands revenue growth

2. Marketing leaders being held accountable for revenue

Revenue is the top Marketing Priority

0% 20% 40% 60% 80%

74%

42%

40%

34%

30%

25%

20%

17%

12%

6%

2%

Acquiring new customers

Increasing market share

Improving customer retention

Supporting sales

Improving the customer experience

Preparing for growth

Increasing customer share of wallet

Improving brand loyalty

More online marketing activities

Implementing marketing IT systems

Other

Q:From among the following, what do you expect your organization's top three marketing priorities to be?

Sum of mean percentages of top threeSource Gartner

Achieve Business OutcomesTo Build Revenue a measurable activity

that has a quantifiable impact on revenue

Exercise:Identify the business outcomes that move the needle for your company

How to Connect Content to Revenue

ContentWebsites, landing pages, microsites

Web C

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tent

Managem

en

t

Deplo

y

Web Content Managementfor Digital Marketers

How to Connect Content to Revenue

ContextBehavior, device, social graphs, environment, location

ContentWebsites, landing pages, microsites

• Content is King

If Content is King. Context is Queen.

Product interest Visit patterns Previous purchases Campaign

responses

Site Behavior

Location Time zone Device type Browser

Environment

Referring domain Search keyword Traffic type

Source

Salesforce Dynamics

CRM

Context

Twitter Facebook LinkedIn Google

Social Graph

Where does context come from?

How to Connect Content to Revenue

ContextBehavior, device, social graphs, environment, location

ContentWebsites, landing pages, microsites

ExperienceWebsites, mobile devices, communities, landing pages, email

Customer journeys happen across channels

Delivering Cross Touchpoint Customer Experiences Drives Need For New Capability

August 2011 “Harnessing The Convergence Of Customer Experience Management Solutions”

How to Connect Content to Revenue

ContextBehavior, device, social graphs, environment, location

OptimizationSEO, personalization, conversion rate optimization

ContentWebsites, landing pages, microsites

ExperienceWebsites, mobile devices, communities, landing pages, email

Personalization isn’t happening

Example: Flights to London

Where’s London?

Where’s Boston?

Useless promotion

Relevant imagery

Pre-selected Boston origination

Pre-selected London destination

■A|B Testing■Test Broader Page Concepts■“Low Hanging Fruit”■Lower Traffic Requirements■Difficult to Control External Factors

■Multivariate Testing■More Learning■More Complexity, Planning, Traffic

Types of Conversion Rate Optimization

Which Test Won?

A) Delivered 18% more purchases

A B

Source: whichtestwon.com

\

“Continuous improvement is better than delayed perfection”

– Mark Twain

How to Connect Content to Revenue

ContextBehavior, device, social graphs, environment, location

Business OutcomeSale, Page View, Member, Lead, Admission, Donation

Loyalty, Awareness, Reputation, Advocacy

OptimizationSearch engine optimization, personalization, conversion

optimization

ContentWebsites, landing pages, microsites

ExperienceWebsites, mobile devices, communities, email

Lead generation at Lloyds TSB

■Full range of banking and financial services

■5th largest bank in Europe

■Results:■90% increase in visitors■150% increase in leads■30% increase in visitor

to registered lead conversion rate

Ad revenue & engagement at NASDAQ

■Largest U.S. electronic stock market5

■Results:■Grew community

by 3000%■Tripled ad revenue

Revenue growth at Valassis

■Leading Media & Marketing Services Company

■Results:■Decreased

publishing time by 30%

■Doubled conversion rates on key CTAs

About Ektron

￭ Founded in 1998

￭ Headquarters in Nashua, NH￭ - Worldwide Offices in Australia, Canada and the United

Kingdom￭ - Regional Offices in Denver, Richmond and San Francisco

￭ 270+ Employees

￭ Over 3,000 customers and 12,000 sites including The Home Depot, Kodak, Microsoft, and NASDAQ

Ektron empowers organizations to fully realize their digital marketingpotential by connecting content to revenue

MissionEmpower Marketers to Connect Content to Revenue

Provide the most scalable, extensible, mobile, partner friendly, .NET WCM platform for the Enterprise

Create vibrant social communities for employees and customers.

Deliver a seamless, social, cross-channel shopping experience

Empower marketers to create contextually relevant customer experiences

Resources + Next Steps■Slides available at http://slideshare.net/ektron

■Webinar recording available shortly on http://ektron.com

■Suggested reading - http://whichtestwon.com

■Follow @ektron & @DrDesmo on Twitter

■We have an eBook available for attendees – stop by our booth to register (right outside!)

■Sign up for a personalized demonstration at http://ektron.com

Summary■ Marketing must be viewed as a profit

center, not a cost center

■ Connecting Content to Revenue requires:■ A strong platform for managing content

■ Context for understanding

■ The ability to deliver experiences across all digital channels

■ Processes for ongoing optimization

■ The ability to tie content to the business outcomes that move the needle for your business

Questions?

Continue the conversation at #ektron