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A New Landscape,A Change In Perspective:A Point Of View On Methodology For Todays Marketer

By: Tom Jacobs
http://www.jacobsagency.com/


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A New Landscape, A Change in Perspective: A Point Of View On Methodology For Todays Marketer

2

Marketers have less control due to the fragmentation

of media and the proliferation of inuencers on

purchasing behavior

Companies need to refocus their marketing efforts,

keeping objectives in mind, and being there at

key touch points to ensure their brand is part of the

targets consideration set

Agency partners should be tasked to fulll marketing

objectives vs. simply executing tactics in silos

Consumer and b-to-b marketers should look beyond

their standard set of tactics and view engagement

holistically, understanding that to be part of the

targets decision-making process is to be part of their

everyday world

Key Takeaways

By: Tom Jacobs

A New Landscape,A Change In Perspective:A Point Of View On Methodology For Todays Marketer

Marketing and promotion activities have traditionally

been classied as above the line and below the line,

respectively. According to The Marketing Book,

these terms came into play in the mid 1950s at

Proctor & Gamble. Advertising agencies were paid

differently than companies who undertook activitiesother than advertising, which was above the line.

It was at this time that marketers began to identify

those other activities as an actual but separate

marketing practice, called below the line promotion.

While these terms have Accounting department

origins connected to agency compensation and

commissions, they have evolved into industry

nomenclature. Conventional mass media fell above

the line and the unconventional tactics at the

timesales promotions, events, point of sale, direct

marketing, public relationslanded below. Marketers

had tidy categories in which they could push and pulltarget audiences, and were provided great control over

brand messages. But times have changed. The

evolution of technology, media and communications

usage has blurred this line and necessitated a fresh

look at how to implement the marketing mix.

Above And Below: Yesterdays Simple Reality


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Technology has changed the frequency, and the way

we communicate with each other, and with brands.

Communication is now a two-way street, and is

traveled by inuencers of all kinds. Every day

intentional and unintentional messages reach

targets directly and indirectly, through an ever-growing tangle of vehicles and tactics.

Campaigns roll out through various

media and are then discussed in

posts and tweets. Companies

and individuals create content,

and in turn bloggers spread the

ideas and their views. Today,

decisions to exclude products/

services from the consideration set

are taking place before the brand

even connects with the target. Thisshift from one-way communications

(from marketers to the target) to lengthier

two-way conversations between the marketer and

target, plus the additional dialogue with numerous

inuencers has taken a portion of the coveted control

away from marketers and put it in the hands of the

consumer. The conversation has changed. The

balance has shifted.

Today consumers also do more investigation on their

own and are very selective (because they can be) of

how and when they wish to receive communications.

According to a McKinsey research study, two-thirds

of touch points in the active-evaluation phase

of decision-making involve audience-driven

activities, such as online reviews, word-of-mouth

recommendations, in-store interaction and pastexperiences. That leaves just a third of

touch points involving company-

driven marketing activities to reach

these targets.

In an effort to help marketers get

a handle on all the ever-growing

options for company-driven activities,

agencies are acquiring or establishing

sub-groups and sub-branded

specializations in various tactics to

demonstrate areas of expert ise. Much of

the time this fragments the communication and

undermines the consumer/brand relationship, while

adding to the already communication-saturated world.

When marketers employ a growing stable of agencies,

each with a specialization in one or a few disciplines,

rarely do the messages and campaigns integrate uidly,

and they run the risk of confusing the target. Its nearly

impossible to penetrate a complex communications

world if you dont have a coordinated plan and

logical approach.

Far From Tidy: Todays Marketing Chaos

To cut through the complexities of todays

communication-saturated world, marketers need to

redirect their efforts towards objectives and align

them with customer decision-making processes. Then

companies can focus on the core goal of reaching

targets at the critical moments of inuence and

decision. To not get caught in the tangled world of

tactics and vehicles, its important that marketers

deliver messages how, where and when they need to

be delivered, and not where they dont.

At Jacobs Agency, we have experienced that by

keeping our clients marketing objectives as our guide,

we have helped them successfully navigate this new

landscape with efforts that engage and produce

results. Marketers feel pressure now to be everywhere

and execute every tactic available. Our proprietary

philosophy, Through the LinesSM engagement, helps us

maintain perspective. This philosophy also helps the

companies with whom we work stop and think about

the right strategy to fulll objectives, and not just

jump into executing an online promotion or social

media initiative or whatever other emerging tactic

happens to be in todays RSS feed.

A Reocus Is Required

Deliver messages how, where and

when they need to be delivered, and

not where they dont.


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Building Targeted Awareness

Awareness still matters in this new era of customer

engagement. Brands that are in the initial consideration

set can be up to three times more likely to be

purchased eventually than brands that arent in it.

However, what marketer doesnt have a budget that

they need to spend efciently? What have traditionally

been viewed as awareness building tactics are not

always the surest and most cost-effective way to get

on the targets radar today. Its become less about time

and place, and more about timing and relevance. Yes,

today targets are in more places, often simultaneously,

and they have more brands competing for their

attention. But the good news is there are more ways to

nd out where targets are, and when. Marketers should

investigate where concentrated audience segments are

during the phase of active evaluation in order to have

a more targeted and precise approach to raising

awareness. This knowledge also provides insight into

what the targets interests and preferences are, so

marketers and agencies can provide something of value

and relevance at these

key touch points.

When your product

or service shows up

where your target is,

with something they

nd interesting, youve

established that you get

them. Your brand has their

interest. Now, you just need to keep it.

Creating Audience Engagement

Audience engagement is very closely tied to building

targeted awareness. Successful awareness is about

getting their attention. Successful engagement is

about earning their conviction. Basically the desired

outcome of engaging the target is to nudge them

along, secure the sale and encourage repurchase.

At Jacobs Agency, we dont see engagement as simply

meaning experiential or social. Engagement

For some marketers, navigating a message through todays noisy vehicle-laden and tactic-crazy

world can seem dauntingespecially when the recipient is on the move. For us, understanding we

need to engage Through the Lines is only part of the equation. How we actively get through those

lines is even more important. Weve always found that keeping marketing objectives (not the tactical

execution) as the focus, ensures campaigns stay on course and deliver results. With an Objectives-

Based Approach, marketers and agencies can develop goal-oriented strategies based on the audiences

decision-making process and communication preferences. If you start with a particular marketing

vehicle, you only end up backing into a strategy that might not accomplish the goal at hand. And

with tactics being trendy, and trends being what they are, you are stuck zigging when your audience

decides that they now prefer to zag.

Beyond Tactical Execution: An Approach Based On Objectives

When your product or servi

shows up where your target

is, with something they nd

interesting, youve establishe

that you get them.

Share o Purchases, % Average Number o Brands

Sector Initial Consideration Active Evaluation Loyalty Loop*In InitialConsideration Set

Added in ActiveConsideration

Autos 3.8 2.2

Personal Computers 1.7 1.0

Skin Care 1.5 1.8

Telecom Carriers 1.5 0.9

Auto Insurance 3.2 1.4

63

49

38

38

13

7

27

25

42

78

30

24

37

20

9

The Consumer Decision Journey from McKinsey Quarterly

Your Objectives Are Your North Star

* For skin care, includes consumers who purchased their current brand two or more times in past three months and for whom current brand made up at least 70% of total categorypurchases in past three months; for all others, includes consumers who purchased same brand on current occassion as on previous occassion and did not consider any other brands.


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happens any time you solicit a target audience

to interact with a brand. Its a slightly different

perspective, and the difference is in the way the

connection is made; the way the impression is

created; the way feelings are evoked; the way

dialogue is established. These days, keeping a

targets attention and turning that into

conviction requires a ner focus. A morepinpointed plan of contact. The shot-gun blast

is no longer effective or efcient. Connecting

with the right who at the right when and

with the right what is the key to establishing

brand activation and advocacy with your target.

But even in todays new era of marcom, one

thing is still true: one should not assume that

a brand with high awareness, already under

consideration will always remain that way.

Companies need to identify when audiences

scratch them off the list to help pinpoint

when and where marketing needs to play a

stronger role.

McKinsey uncovered that the number of brands

under consideration during the active-evaluation

phase may now actually expand rather than

narrow as consumers seek information and shop

a category. Brands may interrupt the decision-

making process by entering into the consideration

set and possibly even push out rivals. This change

in behavior creates tremendous opportunities formarketers by allowing them the opportunity to

add touch points at key times when brands can

sway and inuence decisions.

Designing Eective Lead Generation

And Prospect Nurturing Programs

Marketers familiar with b-to-b segments

understand the importance of lead generation

and nurturing activities to move prospects

through their decision-making processes. The key

is to strike the right balance. Forrester Researchnds companies that excel at lead nurturing are

able to generate 50% more sales-ready leads at

33% lower cost per lead. Nurtured leads also

deliver 47% higher average order values than

non-nurtured leads. Adding to the marketing

challenge of rst opening the line of

communication, and then creating relevant

Click to view this infographic on the web
http://mashable.com/2011/06/09/media-agency-budgetshttp://mashable.com/2011/06/09/media-agency-budgetshttp://mashable.com/2011/06/09/media-agency-budgets


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touches at the right trigger points, there are also

growing numbers of inuencers that impact the nal

outcome. According to MarketingSherpa, even at small

companies (100-500 employees), the average number

of people involved in a decision is 6.8and that

number goes as high as 21 individuals on a buying

committee at larger companies. Todays marketersshould re-evaluate how they ll the pipeline by

reviewing their product/service sales process rst. Then

mine and cultivate compelling content and incentives

and determine the right time to employ themto

prospects as well as inuencersthroughout the

nurturing process. Jacobs Agency has seen too often

that the quantity of content/incentive is the sole focus

vs. identifying and creating the appropriate content to

move a prospect to the next stage of a sale.

Historically, incentives were offered via standard means

and targets either accepted or didnt, based on their

need or interest. Today, the opportunities for incentives

are much richer. The ipside is there are also many

more incentives being offered in many more places. But

now we can craft specic

subject matter, serve it up in

a way the target prefers, even

communicate with that target

in a more relevant manner.

By employing behavioral

tracking technologies,

content marketing, and otherpull strategies available

todayfrom PURLs, to

webinars, to thought

leadershipwe can

incentivize when and where

the targets want incentives.

With this ability, advancing

the buying cycle and

targeting the target is much

more targeted.

Ensuring Sales Is

Enabled And Aligned

Marketing can optimally

impact an organization when

Sales and Marketing are

aligned and collaborating.

Often companies diminish

their own marketing

investments by leaving Sales

out of the loop and unable to

continue the dialogue thatMarketing has started. With

so many more channels

available today, marketers

have ample opportunities to

present their brands to an

audience and set their

expectations. Once the

audience is nodding along,

HOT!

SALESREADYSALESREADY

IS IT BREATHING?

YES = LEAD

WANTEDBIG?

CLOSE?

PURDY?

TAKEEM

ALIVE!

ALIEN METHODOLOGY

LEAD

SALESREADYSALESREADY

Marketing

Ready for Round-Up?

Findingthe PrimeCuts.

Sales

Dont Go Chasin Jackalope

Whos Minding the Herd?

of leads that are not being tended to (by marketing OR sales)

will eventually buy within the next 24 months usually from

someone else! In the case of nurturing, An open-door policy is

completely and utterly unacceptable...

Source: DemandGenReport

Can the Cowboys and Aliens learn to work together and save the

ranch from bad ROI and unrealized revenue? Find out in our exclusive

eBook Lead Nurturing: The Intergalactic Partnership

Available for download at marketstar.com

HostileTerritory

The Infamous FunnelMarketing resides in the far reaches of space, beaming

everything with the slightest resemblance of a lead to earth.

Sales people roam the range, wrangling the large, juicy leads

with little regard to their sales-readiness.

BUT, is either group alone properly enabled to ensure

that each cow is actually a cow, to raise and edu-

cate the young calves, and to differentiate the

sales-ready cattle from the rest of the herd?

Hovering above the funnel, these mysterious,

technologically advanced creatures possess

powers most people dont understand.

Marketers probe forintelligence and insight,

and then build a lethal and strategic plan to

unleash a swift and effective attack aimed

at elevating demand. They are

eccentric outsiders many dont

believe are real, but the evidence

of their existence is proven by

years of purported

sightings andout-of-this world

campaigns.

Most demand generation activities bring in

all sorts of prospects. But these prospects

typically lack any sort of quantiable data,

leading to a pool of prospects that are often

immature or simply the wrong breed.

Technology Enabled

Tools and Trickery

Exceptional Strength and

Skill for Forceful Manipulation

Just because its big,

doesnt mean itsa Grade A Prime lead!

Sales people rarely

have enough data on the activity and

relevance of a lead to determine

if it is fully mature and ready for round up.

Allowing internal factors like quota pressure

to dictate lead ow further compromises

the process.

Roaming the wide open spaces at the

bottom of the funnel, these heroic range

riders are quick talkers with roping and riding

skills few can match. Sales people live for the

moment, herding only the largest cattle with a

carefree attitude and uninching focus on their nextobjective. They are an ardent bunch who live life on

the range alone, taking care of business for the

highest bidders and working for one thing

bringing the herd home.

75%

80%

80%

of all new leads generated by Marketing teams

are not yet receptive to contact from the Sales team,

which means they may as well be imaginary creatures!Source: RainToday.com

of leads generated by marketing are

ignored and die because sales does

not believe they are sufciently

ready for herding!

Is there hope on the range?

Source: MarketingMaven

ILLUSTRATIONBYADAM GUNN

Click to view this infographic on the web
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7/8


7

the sale should easily follow. But sometimes thats

where things fall short. Marketers spend time crafting

and honing the message, ensuring it is tted into the

appropriate channels to be heard and received at the

right place and time. However, they dont account for

the Sales team being able to articulate that message

or being focused on the in-market activities at thetime. Jacobs Agency has seen best-in-class

organizations begin to recognize that Sales is a critical

secondary audience in any marketing initiative, and

that they need to invest in the creation of internal

materials for the success of their campaigns.

According to Aberdeen Group, companies with the

most alignment between Sales and Marketing reported

47% of their forecasted pipeline as the result of

marketing efforts, while the least aligned companies

reported only 5%. Sales enablement is often

overlooked as an objective, but addressing it can

signicantly maximize the impact of your marcom

efforts. Basically, Marketing can set them up, but Sales

cant knock them down unless they can complement

and reinforce the marketing message. Well informed

and well-armed sales forces can successfully take the

company in the right direction. Forward.

Refning A Brand

Often companies nd that refreshing their brand and

establishing more relevant messaging is necessary

before they embark into new communication

channels. Customers no longer separate marketing

from the product/servicemarketing is the product/

service and when targets interact with the brand, theyare also interacting with the company. Todays brands

no longer live in only the marketers hands. Brands

are expressed through company and employee

communications; through interactions with target

audiences; through behavior and experience. Online

and social activities have emerged on the landscape

and have added huge opportunity to the overall brand

experience. A brand image still evokes expectations

and communicates the promises a company makes,

and today there are a whole lot more places those

expectations need to be met and places those promisesneed to be kept. Whether youre launching a new

brand, or repositioning one, consistency is essential

internally and externally. Brands that have benetted

from a refreshed look and messaging have successfully

covered all communication channels with the right

messages at the right times to ensure brand alignment.

Theres A Fine Line Between Engaging The Target

And A Missed OpportunityTodays marketers need to refocus on their objectives instead of chasing the sprawl of ever-growing

tactics. Marketing objectives will help drive the appropriate mix and spend of integrated vehicles.

Companies should task agency partners to fulll marketing objectives vs. executing tactics if they

hope to deliver messages how, where and when they need to be delivered and not where they dont.

And today there is much to be learned from the models

and approaches of both sides. Consumer marketers can

certainly learn how to manage inuencers, as well as

create valuable content and peer experiences from their

b-to-b marketing counterparts. Brands have controlled

the conversation for so long that it is hard to fathom

that today blogger-moms control the target more than

your GRPs. Consumers are now seeking content and

advice on their own, mirroring more traditional b-to-b

decision experiences.

Marketers engaging in b-to-b communications often

forget the value in some of the more traditional

consumer activities like awareness building. Awareness

increases your upfront credibility and likelihood to be

in the consideration set. Thought leadership and

nurturing activities often need air cover support to

ensure prospects even know you are there and have a

valid reason to care about engaging in your content.

Spend due diligence getting to know

your audience and their decision-making

processes. Then, with your objectives as

your guide, and the right mix of vehicles and

tactics, you can watch the numbers tick up.


8/8

8


Jacobs Agency helps clients untangle their business problems. While their industries vary, the reason clients

come to us is the same: they need sharp thinking, superior creative and the ability to reach targets on multiple

levels. Todays communications landscape has complexities that can immobilize even the brightest marketers. We

are undaunted. Our proprietary marketing model, Through the LinesSM engagement, allows us to expertly navigate

the landscapes intricacies. Our Objectives-Based Approach allows us to produce breakthrough results by keeping

a clients objectives as our guide.

Have a complex business issue that needs straightening out?

Call us at 312.664.5000 or visit www.jacobsagency.com.

Jacobs Agency | 308 w. erie street, 2nd oor, chicago, il 60654 | 312.664.5000 | [email protected]

Sources/Further ReadingBaker, Michael John. The Marketing Book Butterworth-Heinemann, 2007.

Court, David, Dave Elzinga, Susan Mulder, and Ole Jrgen Vetvik. The consumer decision journey. McKinsey

Quarterly. June 2009. https://www.mckinseyquarterly.com/Marketing/Strategy/The_consumer_decision_

journey_2373.

Forrester Research, North American Technographics Benchmark Survey, 2007, 2009, and 2010

French, Tom, Laura LaBerge, and Paul Magill. Were all marketers now. McKinsey Quarterly. July 2011.

https://www.mckinseyquarterly.com/Marketing/Strategy/Were_all_marketers_now_2834.

Houpis, Chris. Sales and Marketing Alignment: Collaboration + Cooperation = Peak Performance. AberdeenGroup. September 2010.

Marketing Sherpa. B2B Marketing Benchmark Survey August 2010.

Rietzsch, Manuel. Sales and Marketing IS Like Cowboys vs. Aliens. Changing the Channel Blog. MarketStar Corp.

http://www.marketstar.com/blog/var-channel/sales-and-marketing-is-like-cowboys-vs-aliens/#.TrMNzXHByHk .

Scott, David Meerman. Whats New With the New Rules of Marketing and PR? MarketingProfs. September 9,

2011. http://www.marketingprofs.com/articles/2011/5863/whats-new-with-the-new-rules-of-marketing-and-

pr#ixzz1XxGzIYuT.

Waananan, Lisa. How Agencies Are Spending Online Media Budgets [Infographic]. Mashable Business. June 9,

2011. http://mashable.com/2011/06/09/media-agency-budgets.
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