Brand to Demand - 5 Tenants of Strategic Digital Marketing

5 Tenets of Strategic Digital MarketingOmniture Marketing Online Campaign Case Study

Mikel Chertudi VP Demand & Online Marketing

Omniture

April 10, 2023

© 2009 Omniture Inc, Confidential & Proprietary

2

Handouts - Education

April 10, 2023


3

April 10, 2023


4

Omniture

• Leader in Online Business Optimization• Public Company (NASDAQ: OMTR)• ~$355M+ Revenue in 2009; Over 5,200 customers• Global Reach; 1,200 Employees; 15 Countries

• Media: 5 of top 10• Retail: 6 of top 10• CPG: 7 of top 10

COMPANY

INDUSTRYLEADERSHIP • Auto: 11 of top 15

• Travel: 4 of top 5• Banking: 4 of top 5

April 10, 2023


5

Advertising Budgets Not Balanced with Media Consumption

April 10, 2023


6

Forecast: US Interactive Marketing Spend ‘09- ‘14

April 10, 2023


7

Omniture

Acquisition Conversion Retention

Social Media

Closed Loop Dashboard

April 10, 2023


8

1. SALES ENGAGEMENT PROCESSAlignment Around Sales Goals, Organization, Terminology

Average Sales Price

Sales Close Rate

Pre-Sales Conv. Rate

Mktg Conv. Rate

Marketing ViewSales ViewSales Metrics for Marketing

Meeting Happens

Meeting Scheduled

Amt of SalesContribution

# Deals

# SALs

#MQLs

# Responses

Amt of Budget# SQLs

# Imps

April 10, 2023


9

“Audit” Key Model Assumptions

• Sales• Average sales price• Marketing conversion ratio• Sales close ratio• Time-to-Close

2. FINANCIAL WATERFALL TARGETSCommit with the Finance & Sales Team % Systematic Review with Sales Management

DIV New/InstallPRODGEO

By Key Business Segments

Responses

Impressions

SALs

Deals

Revenue

Over 60% of New Sales $ Pipeline is generated through Demand Marketing

April 10, 2023


10

Offer Creation • Mktg Guru Webinars

• Best Practice Guides

• Benchmark Surveys and Reports

• Action-Oriented Workbooks

3. AUDIENCE- DRIVEN ORGANIZATION

Integrated Demand Programs• Sales Pipeline Targets

• Audience Requirements

• Solution Categories

Channel Execution• Site and Optimization

• Targeted Nurture eMails

• Search

• Display Banners

• eMail (internal & external)

• Social Networks

• Field Events

Marketing Ops Execution

• Database Building and Maintenance

• Closed-Loop Reporting

• Database Marketing

• Technology Apps (Online Mktg Suite, CRM, Nurturing, Sales Dashboards, etc.)

Demand Marketing Team

April 10, 2023


11

4. ONLINE TECHNOLOGY AUTOMATIONTargeting, Relevance, Productivity, Measurement

VISITORACQUISITION

APPS

CONVERSIONAPPS

ONLINEANALYTICS

APPS

CHANNELANALYTICS

APPS

CMO DASHBOARD

CRM

Kiosks

Call Center

POS

Teller

Search

Ad Networks

Ad Exchange

Mobile

Video

ONLINE MARKETING SUITE

OPEN BUSINESS ANALYTICS PLATFORMData Warehouse and APIs

Internet Enterprise

April 10, 2023


12

5. INTEGRATED DEMAND CAMPAIGNS (ISE)Integrated ,Solution-Oriented, Educational : 16 Unique/Quarter

AnalystsOnline

Acquisition Marketers

Online Conversion Marketers

CMOs / Marketing Execs

April 10, 2023


13

Omniture Digital Marketing Strategy – Other 4Ps

13

• Operations• Educational Conversion• Site: A/B, MVT, &

Targeting, Site Search

• Search & Media• eMail, Direct Mail, Tele• Nurturing Automation

April 10, 2023


14

Fueling Sales Growth “In Action”Omniture Marketing Online Campaign Case Study

Pipeline Opportunities

April 10, 2023


15

Demand to BrandA Philosophy Where the Design Center Is Lead Generation

Lead Generation

BrandAwareness

April 10, 2023


16

Integrated Demand Program Management

• Direct & execute program through Interaction with Sales, Demand, Product Mktg, PR, Creative

• Determined Pipeline Sales Goals using key assumptions

Pipe Metric Values

Sales $1,000,000

Closed Deals 20

SQLs 100

Responses 1,050

Impressions 525,000

Budget $100,000

Key Assumptions Values

Ave Deal $ $50K

Closed Ratio 20%

Resp to MQL 9%

Imp to Resp 0.2%

Impressions 525,000

Cost/MQL $1,000

Total Budget $100,000

Program Offer Creation

Integrated DemandProgram

Mgr

ChannelExecution

Demand Marketing Ops Execution


April 10, 2023


17

Integrated Demand Program Management



Mgr

ChannelExecution



• Determined audience / messaging requirements

• Segmented database to determine relevant “online marketer” audience size

David

Web Analyst

Mark

Online Marketer

Jennifer

Marketing Exec

41%

31%

21%

7%Online Marketer

Marketing Executive

Analyst

Search Marketer

April 10, 2023


18

As Online Marketing Manager, Mark plans and executes go-to-market strategies for the online and interactive channels. Mark plays a key role in the design of the website with a few objectives constantly in mind - represent the brand, increase lead conversion, and prove ROI. Using a variety of channels, including display banners, email offers and search marketing, Mark is responsible for casting a broad, yet targeted net to attract new visitors to the site. Once on the site, Mark is responsible for getting them to provide contact info for additional content, which means that the lead gen process needs to be very relevant. Recently Mark has been charged with lowering the cost of converting leads. He is exploring how to use tactics like targeted email to stay top of mind, rather than having existing prospects deplete his search marketing budget to find their way back to the site. Regardless of the marketing initiative, Mark is responsible for reporting results and make decisions based on the facts, although he is constantly getting pressure to do what his boss the VP of marketing "feels." In fact he is often frustrated that executive suggestions take priority over his other projects, regardless of their "business sense.”

For the past 8 years Mark has been focused on his career and still certainly is, but he's experiencing more life balance tension with the recent birth of his second daughter. Balancing his desire to be the best dad possible with paying the mortgage on their new home has Mark consistently thinking about driving results professionally while having quality time at home with the family. Overall, Mark would describe himself as a happy guy who's confident in his career growth prospects as an online marketer - it is the wave of today and the future after all. He and his wife are both educated, have money in the bank, and have started to build a nice investment portfolio for the future. His ideal Saturday is a lazy breakfast with fresh OJ, quickly taking care of a few "honey-do's" like mowing the lawn and then taking the family to a nearby park - both he and his wife towing a child behind their mountain bikes.

Mark is an avid reader and likes to read before bed to decompress. It doesn't really matter what he's reading as long as it's not forced email! On his nightstand, next to his iPod full of 90's alternative music, Mark currently has a dog-eared copy of Seth Godin’s most recent book and stacks of a few of his favorite magazines, Fast Company and Wired. He would love to subscribe to others but knows they would just get a quick flip through and recycled. After the kids are put to bed is when he's able to watch a bit of TV. Mark doesn't spend much time with local or national news at night since he gets most of his news via his iPhone. Rather, Mark navigates recorded programs on DVR like a pro selecting unviewed episodes of Heroes. On the weekends, he catches a bit of sporting action on ESPN. At work, Mark knows he must remain well connected with the online marketing world and chooses a variety of online media outlets, including eMarketer, MarketingSherpa, ClickZ, Media Post, DM News.

Name: Mark Online Experience: 8 Years

Age: 34 WA Experience: 2 Years

Income: $90,000 Degree: BA, Business

Daily Goal: Generate Leads

Media and Publications

Attitudes & Activities

Role: Online Marketing Manager

Increasing Conversion Rates through better personalization/ targetingAnalyzing and reporting ROAS/campaign performanceInefficient manual processes and huge volumes of dataIdentifying variances in the business and knowing what actions to takeProving ROI and obtaining more budget

Top 5 Business PainsDMA/ IABAdWords CertifiedWeb Analytics AssociationAdTech / SESOmniture Summit

Professional Events and Affiliations

April 10, 2023


19

Mark: Marketing Do’s and Don’ts

Mark has strong preferences around marketing communication methods.

Don't #1. First, the number one rule: Don’t cold call! You’re doing yourself a disservice if you think you’ll get Mark to do business with a phone call. This is his least preferred means of contact. In fact, over 70% of Mark’s peers feel exactly the same way.

Don't #2. Mark and 63% of his peers also don’t want to get invited to a large group seminar presentation and demonstration. These are impersonal and he knows that he’ll be getting a sales pitch.

Don't #3. Mark and 57% of his peers also don’t want the face to face sales meeting and demo!

Where does that leave us?!??!

DO NOT: (Source – MarketingSherpa / Three Deep Marketing)

Do #1. Today, most online marketers like Mark prefer web-based guides, research, and presentations that help them understand how to do their jobs better. Mark and 87% of his peers would prefer to learn more via a link to a web site with relevant expertise information. Relevance of course is all about illustrating an understanding of what his problems are. First on the list is determining payback on dollars spent.

Do #2. Mark and 86% of his peers are also receptive to email – to receive and share information

Do #3. In our on-demand world, online marketers like Mark and 75% of his peers prefer to learn more about a product or service offering via on-demand web based “How To…” seminars that can be accessed from any computer. Co-present with a well known and respected online marketing practitioner and soften the sales pitch, and you have a winning recipe.

Do #4. When making a marketing technology buying decision, Mark and his peers are most likely to consider return on investment, value based discussion vs. features and functions, and customer success stories.

DO: (Source – MarketingSherpa / Three Deep Marketing)

Key Theme: How to…

April 10, 2023


20

Contact Discovery Requirements for DB building



Mgr

ChannelExecution



• List acquisition & data append - added 150K additional Marketers

• Jigsaw• Hoovers• Zoom Info• InsideView

• Contact Discovery:• Sales Build• Catapult Direct

Mark

Online Marketer

• InfoUSA / OneSource• Salesgenie• Melissa Data

April 10, 2023


21


Program Offer

Creation

Integrated Demand Program

ChannelExecution

Marketing Operations Execution


WebinarBest Practices

Benchmark SurveyHeightens Need• Determined best offer and related

messaging to engage

• Wrote survey questions, best practices, and vetted with Sales and Product Marketing

Success StoriesProve ROI

Product OverviewBenefits & Features

April 10, 2023


22

Overview – Conversion Benchmark Survey“ISE” Demand Program for Online Marketer Audience

Integrated• Personalized from Sales Rep with

dynamic, real-time survey results• Integrated Success Stories – Prove

ROI• Heightens Need: Oppty Areas

Educational Value Benchmark to Industry PeersBenchmark to All TakersBest Practices for Topic – Conversion

Solution Selling Methodology (Qualify>Discover>Negotiate>Close)

Qualify Budget: Insights into SpendDiscover Need: Insights into Apps

April 10, 2023


23

Closer Look

Personalized from their ADM

April 10, 2023


24

Survey

Success Story Validation

3rd Party Validation

Question heightens need

Best Practice reinforces need for automated conversion application

Highlights area of opportunity

Section Analysis

Benchmark against industry & overall

April 10, 2023


25

5 Key Findings-Supports OMTR Conversion Value Prop

1) 47% are spending less than 5 hrs. per week optimizing site conversion

2) 80% of respondents do not promote content based on performance metrics

3) Nearly 50% are using manual processes to test promotional content

4) 80% of respondents do not serve personalized content to visitors

5) Of those that do target, 72% are targeting manually

April 10, 2023


26

Ops Technology Enablement

Offer Creation Integrated Demand Program

ChannelExecution



Custom CMS Survey App

• Created Dynamic Real-Time Results Survey App

• Built Mash-up in Salesforce.com• Individual Results accessible via .pdf to Sales• Print on-demand to prospect or sales rep for in-

person meeting creation

• Call Down Views for Lead Qual. Team

“Mash Up”

Call Down View

April 10, 2023


27

Scoring Implemented by Ops

Demographic (Explicit)

Behavior (Implicit)

A Excellent 1

B Very Good 2

C Good 3

D Average 4

How well do they fit our Ideal

Customer Profile?

Do their activities indicate sales-

ready behavior?

Lead Scoring

• Build into Lead Scoring Program

• Insert prospects into Conversion Survey program based on lead score


ChannelExecution



April 10, 2023


28

Reporting, Tracking & AttributionDemonstrated ROI – $34:1 Pipeline/Mktg $1

Channel

Conversion

• Closed Loop measurement with Salesforce.com Integration: from ad to close

• Compare results among other “offers” and execution channels to optimize marketing portfolio


ChannelExecution



April 10, 2023


29

Actionable Sales Intelligence

Pipeline Acceleration

Whom to Call

What to Talk About

Real-time Alerts

• 5,600+ Enterprise Sales Visitor Alerts/month Globally

• Increasing contact ratios up to 100x and increasing opportunities generated by 21x


ChannelExecution



April 10, 2023


30

Channel Execution

Channel Allocation

Channels % of Pipeline Contribution

Omniture.com 25%

SEO 15%

Paid Search 15%

eMail (Nurture & DB) 20%

eMail (3rd Party) 10%

Online Display 5%

Online Newsletters 3%

Tradeshows / Events 7%

TOTAL 100%

• Allocate pipeline goals among channels based on historical ROI


ChannelExecution



April 10, 2023


31

Channels – Lead NurturingDynamic Nurturing

Subject Line Test

How do You Stack Up? Take the Online Conversion Survey Now

Find Out How Your Peers are Increasing Online Conversion

Winner +28% lift


ChannelExecution



• Insert prospects into Conversion Survey program based on lead score

• Tested Subject Line to Optimize

• Sending over thousands of nurture emails:• Persona• Sales Cycle• Solution Interest

• Industry• Key Business Requirements• Personalized from Sales Rep

April 10, 2023


32

Optimizing Online Conversion: Landing Page Best Practices

Title

Representation of What Getting

Exact Description of What Getting

Benefit Statement

Lead Form Instructions – with additional benefit

Detailed Description

Lead Form

Privacy Statement

April 10, 2023


33

Test Landing Pages (i.e. form)

April 10, 2023


34

Personalized & Relevant 1:1 Nurturing

Chris Swallow

April 10, 2023


35

Nurturing Example: Months 1-12

Month 1 MarketingSherpa Conversion Best Practices

Month 2 Forrester Report for Site Targeting

Month 3 In-Touch Experts-On-Demand High-Tech Lead Gen Webinar

Month 4 MarketingExperiments Webinar - Landing Page Optimization

Month 5 Complimentary Lead Gen Site Assessment via Omniture Digital

Month 6 Invitation to Local User Group

Month 7 3rd party article on Conversion Apps via e-mail

Month 8 Discount to Landing Page Optimization Certification

Month 9 Product Overview & Tour

Month 10 Forrester Report – 3 Ways to Increase Conversion

Month 11 Link to High-Tech Customer Success Story for Conversion

Month 12 Link to 10, 45 second demos of Conversion Marketing Automation

High Tech / Conversion Solution Example (1 of 7 Verticals)

April 10, 2023


36

Channels

• Test and optimize banners on Omniture.com and product login pages

• 400% conversion lift via combining segmented behavioral testing in all placements

• Used to drive Omniture & Trade events

Home Page Banners

e-Mails & NewslettersEvent Attendance

SAAS Product Login Placements

Display Media Buys with Test & TargetOffer Creation


ChannelExecution



April 10, 2023


37


OfferCreation

ChannelExecution



Corporate Marketing

Product Marketing

Rest of Marketing

And the Rest of Marketing

April 10, 2023


38

Press Pick Ups

Hundreds of press pick ups


OfferCreation

ChannelExecution



Corporate Marketing

Product Marketing

Rest of Marketing

April 10, 2023


39

Interviews & Articles• 4 Interviews with Leading Trade Pubs

• Dozens of Articles written regarding the findingsInterviews & Articles in Pubs


OfferCreation

ChannelExecution



Corporate Marketing

Product Marketing

Rest of Marketing

April 10, 2023


40

Social Media

BlogFacebook

Twitter & Tweeting


OfferCreation

ChannelExecution



Corporate Marketing

Product Marketing

Rest of Marketing

• Posted via Social – Blog, Twitter, FaceBook

April 10, 2023


41

Customer Relationship Marketing

Customer Success Story


OfferCreation

ChannelExecution



Corporate Marketing

Product Marketing

Rest of Marketing

• Secured customer references & testimonials

• Secured customer success stories as ROI proof points for survey

April 10, 2023


42

CreativeEditing

Digital Asset Creation – 100s


OfferCreation

ChannelExecution



Corporate Marketing

Product Marketing

Rest of Marketing

• Conducted final editing of benchmark survey findings and best practices

• Created all digital and print assets including banners, emails, landing pages, and print layout of final report

April 10, 2023


43

Product MarketingPosted on Sales Portal

Contributed to Analysis and BP


OfferCreation

ChannelExecution



Corporate Marketing

Product Marketing

Rest of Marketing

• Collaborated on Survey Questions and Best Practices

• Posted on Sales Portal for Sales to Send

• Assisted in Training Sales Org

April 10, 2023


44

Sales Is Happy, Marketing is GREAT

Closed

Pipeline

BURP! Results• Overachieved pipeline goals

• $34 Pipeline Return for

every $1 invested

Sample Pipeline Opportunities

April 10, 2023


45

Interactive Marketing

“Interactive marketing is the ability to address the customer, remember what the customer says and address the customer again in a way that illustrates that we remember what the customer has told us.” John Deighton, HBS

April 10, 2023


46

Questions and Answers

Thank YouMikel Chertudi

[email protected]

801 589-1408

mailto:[email protected]

April 10, 2023


47

Appendix

• Demand Marketing Campaign Calendar• Highlighted Demand Marketing Models• Demand Marketing Online Testing Examples

April 10, 2023


48

Demand Waterfall Metrics

April 10, 2023


49

2009 Enterprise and Cross Sell Campaign Calendar Month Solution

CampaignLead Product

Secondary Products Offer/Message Owner

January Conversion T&T Is 15% of your 09 Budget allocated to optimization? T&T Forrester Guide Jason

Acquisition SearchCenter SEM readiness survey Laura

Analytics SiteCatalyst Competitor: Issue based pain point message: Core metrics Laura

February Conversion Merchandising/SiteSearch

SiteSearch & Merchandising product overview Laura

Analytics SiteCatalyst Discover Winning offer from previous month LauraMarch Conversion T&T Merchandising/SiteSearch

RecommendationsTBA Jason

Analytics SiteCatalyst Discover / DOP Winning offer from previous month LauraApril Acquisition SearchCenter Genesis (email / ad serving) Leverage new summit offers Jason

Analytics DOP SiteCatalyst / Discover Puzzle campaign: data from different sources, all fits together with Omniture Laura

May Conversion T&T Merchandising/SiteSearchRecommendations

Leverage new summit offers Jason

Omniture Suite All Products Road to the Online Marketing Suite (Forrester Report) Laura

June Conversion T&T Merchandising/SiteSearchRecommendations


Analytics SiteCatalyst Discover / DOP Winning offer from previous month Laura

Acquisition SearchCenter Genesis (email / ad serving) Leverage new summit offers Jason

July Analytics SiteCatalyst Discover / DOP Cards: Top 10 Rules for Marketers - Best Practice Thoughts/Themes with PURLs for corresponding downloads

Laura

Conversion Merchandising/SiteSearch

T&TRecommendations


August Acquisition SearchCenter Genesis (email / ad serving) Leverage new summit offers Laura

Analytics SiteCatalyst Discover / DOP Leverage new summit offers LauraSeptember Conversion T&T Merchandising/SiteSearch

RecommendationsLeverage new summit offers Jason

Analytics DOP SiteCatalyst /Discover Winning offer from previous month Laura

October Omniture Suite All Products Suite case studies Jason

Acquisition SearchCenter Genesis (email / ad serving) Leverage new summit offers LauraNovember Conversion T&T Merchandising/SiteSearch

RecommendationsLeverage new summit offers Jason

Analytics SiteCatalyst Discover / DOP Book: Super Crunchers or Groundswell LauraDecember Acquisition SearchCenter Genesis (email / ad serving) Leverage new summit offers Laura

Analytics SiteCatalyst Discover Winning offer from previous month Laura

April 10, 2023


50

Marketing Activity Hierarchy

April 10, 2023


51

Campaign ComponentsMarketing Function Programs Coordinated Tactics

Corporate MarketingPrograms

Press Customer MarketingSocial Media Analyst Relations

Press ReleasesSuccess StoriesInternal BlogsExternal BlogsAnalyst Mtgs/Reports

Demand Marketing Programs

OffersMediaSearchOn-SiteEnterprise and Cross SellNurturingField EventsTradeshows

Guides, Surveys, Webinars, Analyst Reports3rd-Party eMail, Newsletters, BannersPaid SearchSEOOnsite Targeting, TestingLanding PagesHouse List – Prospect emailHouse List – Direct MailPhone Script Development

Partner Marketing TradeshowsSeminars

TradeshowsCustomer EventsSeminar SeriesPartner Events

Product Marketing Sales Training and Collateral Product Overviews, Feature SpotlightsProduct ToursProduct Vignettes

Sales Account Development TeamAccount Team Leads

Follow Up Phone Calls/Voice MailsAutomated Voice Mails

April 10, 2023


52

Product Mapping to Demand Type and Buying CycleDemand

TypeKey Characteristics

Key Requirement

Omniture Product & Offer Creation

Buy Cycle Stage*

Selling & Marketing Style

Knowledge Source & Depth

Buy Cycle Decision Milestone

CustomerSourced

VendorSupplied

Key Customer Decision Point

Decision Outcomes

Depth of Knowledge

New Concept

•Disruptive product•No budgetary line item•Requires issue creation

Market Leadership

•Test&Target•Recommend

1 – 6 Issue Creation (Provocative Selling - HBR)

Minimal Detailed

Break Status Quo / Create Problem

•Sell Solution•Maintain Status Quo•Select a vendor

General

New Paradigm

•Retools existing process•Solves current problem better•Replaces current line item

Process / Solution Change

•SearchCenter•Insight•Merch / SiteSearch

3 – 6 Solution Selling

ModerateModerat

e

Re-evaluate Solution

•Maintain Status Quo•Upgrade / bolt on•Replace incumbent

Market

Established Market

•Necessary product/service•Highly contested market•Trying to steal market share

Competitive Positioning

•SiteCatalyst•Discover•Publish•Survey

5 – 6 Product or Solution Selling Detailed Minimal

Incentive (Value or Cost)

•Maintain status Quo•Replace Incumbent

Customer

Sirius Decisions

April 10, 2023


53

Department New Concept New Paradigm Established Market

Marketing

Message Foundation Change Disruption Vendor

Resource Skew 80/20 75/25 65/35

Lead Profile Interest Need Ready

Lead Level/BANT L1/L2_A__ L2/L3_AN_ L4/L5 BANT

Knowledge Business Environments Competitors

Sales

Sales Style Transactions Products Solutions

Processes Customer Facing Opportunity Account

Skills Prospecting Relationship Consultative

Knowledge Features Vertical Client

Tools Content References Justification

Adaptive Planning Model for Sales & Marketing

*Sirius DecisionsResource Skew: lead sourcing vs. knowledge

April 10, 2023


54

#3: 2.19% #6: 0.75%

#7: 0.0%

#2: 2.62%

#4: 1.86%

#5: 1.52%

Home Page Targeting: 253%1000% Increase#1: 4.0%

Offer Targeting & Testing

April 10, 2023


55

Find Segments for Targeting

Demographic Segments: • Titles: Managers vs. CMOs

• Function: Search vs. Email

• Verticals: Retail vs. High Tech

• GEO: EMEA vs. Americas

Behavioral Segments: • Visitors: Anonymous vs.

Customers

• Customers: SiteCatalyst vs SearchCenter

April 10, 2023


56

Conversion Rate: 0.29%Impressions: 15,203Lift: -11.99%

WINNER FOR 4 MonthsConversion Rate: 0.33%Impressions: 15,205

Background Color Testing

April 10, 2023


57

Title Testing (Webinars)

Conversion: 1.14%

Lift: 40%

Impressions: 22,250

Responses: 254

Conversion: 0.82%

Impressions: 22,250

Responses: 182

April 10, 2023


58

+ 400%

Original Control

Call to Action Testing

April 10, 2023


59

Creative Treatment Testing

Baseline

+24%

Baseline

+9%

April 10, 2023


60

Easy Testing Management

Documents

Brand to Demand - 5 Tenants of Strategic Digital Marketing