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Chuck Sharp, Right Intel CEO, discusses digital marketing from the perspective of a CMO. By using a predetermined performance framework to dictate the KPIs of a campaign, marketing team can better ensure they achieve the goals intended.
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CHUCK SHARP Chief Executive Officer [email protected] 801 244 4382
5/22/14
FROM SEARCH TO CMO
FEWER OF THESE
MORE OF THESE
MY EXPERIENCE AT ICROSSING
• We were seen as tactical specialists: a utility • Good because we did work that no one wanted
to do but that generated results • Wanted to be a digital agency
– Started this process in 2007 and they are still struggling to change their brand
USE SEARCH TO PROMOTE STRATEGIC INSIGHT
�Link by link, click by click, search is building possibly the most lasting, ponderous, and significant cultural artifact in the history of humankind: the Database of Intentions.� - John Battelle Author of �The Search: How Google and its rivals rewrote the rules of business and transformed our culture�
LINGUISTIC PROFILE
Industry)Language) Oral care Oral health Locate dental professional Good oral hygiene Oral hygiene Good Oral hygiene Whitening Battery-powered toothbrush Kid�s toothbrush Professional whitening system
148 5,232
10 190
5,155 190
5,075 145 592 670
17,407
Search Volume per
month
Consumer)Language) Dental care Dental health Find a dentist Dental hygiene Dental hygiene Personal hygiene Tooth whitening Electric toothbrush Child toothbrush Tooth whitening system
188,818 74,588 29,525 24,558 24,558 17,670
146,212 16,522
835 6,205
529,491
Search Volume per
month
EXPERIENTIAL MAPPING
• Objective – Understand the customers� purchase decision process and how search language changes as the process moves forward. Connect with customers using their own language.
• Methodology - Guided focus group sessions • Results – deep understanding of your
category�s buying process and the accompanying search language. Knowledge of how to get the consumer to the right place on your site at the right time in the purchase process
Partnerships
Locations
Programs
Career Opportunities
Financial Aid
Profiles
Guidance
News
Corporate
Events
Students
Alumni
Teachers
Admissions
Financial Aid
Corporate
Counselors CONNEC
T)FIND)
Ma2)Hill)–)Directed)High)Schooler)Sample)Customer)Journey)
3*
1*
2*
8*
Ma0�s*Journey:)
Matt searches for vocational and technical schools for mechanics in New Jersey. Finds Lincoln
Matt checks out career placement details (wants to work in Mercedes or BMW)
While online, Matt�s mom asks if it�s a good school, Matt shows her accreditations
Checks out student testimonials and career section to see if he might fit in with Lincoln Tech�s culture
Matt wonders if he can afford school, and visits financial aid
Needs more information, emails rep who replies to schedule appt.
Lincoln rep visits home, speaks with Matt and Mom
Mom goes online to find directions to school
Mom drives son, he visits school and meets with admissions, financial aid, and teachers
Enroll at school
4*
5*
6*
Reputation
7* 9*
10*
11*
12*
Culture Money Change
12*
11*10*9*
8*
7*
6*
4*
5*
3*
2*
1*
Discover Consider Contact Visit Apply
CMO’S PERSPECTIVE
5/22/14 copywrite right intel / proprietary & confidential
Wealth of information creates a poverty of attention- Herbert Simon
)
CREATE A PERFORMANCE FRAMEWORK
Sell more enterprise technology solutions to the Fortune 1000. Increase each customers' lifetime value.
AWARENESS ADVOCACYACTIONCONSIDERATION
Become a legitimate contender for enterprise solutions.
Drive customer learning and cultivate customer relationships.
Increase enterprise packaged solutions sales and maximize customer lifetime value (LTV).
Turn select customers into public advocates for Acme enterprise packaged solutions.
MEASURE OF EFFECTIVENESS
MEASURE OF EFFECTIVENESS
KPI
MEASURE OF EFFECTIVENESS
KPI
MEASURE OF EFFECTIVENESS
KPIKPI
Q1 Q2 Q3 Q4Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
QUALIFIEDLEADS
VENDORCONSIDERATION
CUSTOMERLIFETIME VALUE
CUSTOMERREFERENCESTORIES
80% 75%CURRENT GOAL
REVENUE
Q1 Q2 Q3 Q4
Views
ROI / TCOCALCULATORS
# Generated
1:1 SALESPRESENTATIONS
# Delivered
CASE STUDIESDELIVERED
Solution BriefDownloads
SOLUTION BRIEF
CUSTOMER SURVEY
8 8.5CURRENT GOAL
Q1 Q2 Q3 Q4
DEALSCLOSED
SHORTENSALES CYCLE
SALES CYCLE
Sales Cycle by Product
1
2
3
4
SALES TRAININGACCOUNTABILITY
SECTION 1
SECTION 2
SECTION 3
SALES PERSONSURVEY
7.5CURRENT GOAL
Did the materials provided by the sales department, simplify the sales process
7
SALES MODEL/INCENTIVES
TARGETCUSTOMERS
NET PROMOTERSCORE
65 70CURRENT GOAL
NEWSLETTERS
Opens/clicks
SUCCESSVIDEOS
Views
CUSTOMERREFERRAL
Leads generated from current customers
CUSTOMERREFERENCERPOGRAM
CUSTOMER EVENTS
EVENT 1
EVENT 2
EVENT 3
EVENT 4
122
156
137
281
ONLINE COMMUNITIES
Unique Visitors
FORUM 1
FORUM 2
FORUM 3
CASESTUDIES
PRESSRELEASES
MOST TRUSTEDTO PROVIDE SERVICES
Enterprise Perspective
MOST TRUSTEDTO PROVIDE SERVICES
Per vertical industry
Video News & Clicks
DIGITAL VIDEOS
VIDEO 1
VIDEO 2
VIDEO 3
VIDEO 4
Leads / Qualified Leads
TRADESHOW& EVENTS
EVENT 1
EVENT 2
EVENT 3
EVENT 4
Leads / Qualified Leads
WEBCASTS/ONLINE EVENTS
EVENT 1
EVENT 2
EVENT 3
EVENT 4
SOLUTIONSOFFERED
MOBILECLINICIAN
CONVERGEDHEALTH MANAGEMENT
VIRTUALVISIT
INDEPENDENTLIVING
Which of the following solutions does Acme offer?
AD 1
AD 2
AD 3
AD 4
Brand traits /Perceptions
TV, PRINT & DIGITAL ADS
Unaided / Aided Awareness
TV, PRINT & DIGITAL ADS
Impressions
VERTICALPRINT
Attendees
PUBLISHERROUNDTABLES
Web Metrics
QUALIFIEDVISITOR ANALYSIS
SALESINTERACTION
Unique visitors
THOUGHTLEADERSHIP
SECTION 1
SECTION 2
SECTION 3
Impressions /Clicks.
VERTICALDISPLAY
# LEADS
Leads generated from current customers
VENDORSHORT LIST
Gartner
Forester
PERFORMANCEFRAMEWORK
230 South 500 West, Suite 215Salt Lake City, Utah 84101801 575 6000 PHONE
801 575 6001 FAX
[email protected] EMAIL
www.rightintel.com
PERFORMANCE FRAMEWORK
Sell more enterprise technology solutions to the Fortune 1000. Increase each customers' lifetime value.
AWARENESS ADVOCACYACTIONCONSIDERATION
Become a legitimate contender for enterprise solutions.
Drive customer learning and cultivate customer relationships.
Increase enterprise packaged solutions sales and maximize customer lifetime value (LTV).
Turn select customers into public advocates for Acme enterprise packaged solutions.
MEASURE OF EFFECTIVENESS
MEASURE OF EFFECTIVENESS
KPI
MEASURE OF EFFECTIVENESS
KPI
MEASURE OF EFFECTIVENESS
KPIKPI
Q1 Q2 Q3 Q4Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
QUALIFIEDLEADS
VENDORCONSIDERATION
CUSTOMERLIFETIME VALUE
CUSTOMERREFERENCESTORIES
80% 75%CURRENT GOAL
REVENUE
Q1 Q2 Q3 Q4
Views
ROI / TCOCALCULATORS
# Generated
1:1 SALESPRESENTATIONS
# Delivered
CASE STUDIESDELIVERED
Solution BriefDownloads
SOLUTION BRIEF
CUSTOMER SURVEY
8 8.5CURRENT GOAL
Q1 Q2 Q3 Q4
DEALSCLOSED
SHORTENSALES CYCLE
SALES CYCLE
Sales Cycle by Product
1
2
3
4
SALES TRAININGACCOUNTABILITY
SECTION 1
SECTION 2
SECTION 3
SALES PERSONSURVEY
7.5CURRENT GOAL
Did the materials provided by the sales department, simplify the sales process
7
SALES MODEL/INCENTIVES
TARGETCUSTOMERS
NET PROMOTERSCORE
65 70CURRENT GOAL
NEWSLETTERS
Opens/clicks
SUCCESSVIDEOS
Views
CUSTOMERREFERRAL
Leads generated from current customers
CUSTOMERREFERENCERPOGRAM
CUSTOMER EVENTS
EVENT 1
EVENT 2
EVENT 3
EVENT 4
122
156
137
281
ONLINE COMMUNITIES
Unique Visitors
FORUM 1
FORUM 2
FORUM 3
CASESTUDIES
PRESSRELEASES
MOST TRUSTEDTO PROVIDE SERVICES
Enterprise Perspective
MOST TRUSTEDTO PROVIDE SERVICES
Per vertical industry
Video News & Clicks
DIGITAL VIDEOS
VIDEO 1
VIDEO 2
VIDEO 3
VIDEO 4
Leads / Qualified Leads
TRADESHOW& EVENTS
EVENT 1
EVENT 2
EVENT 3
EVENT 4
Leads / Qualified Leads
WEBCASTS/ONLINE EVENTS
EVENT 1
EVENT 2
EVENT 3
EVENT 4
SOLUTIONSOFFERED
MOBILECLINICIAN
CONVERGEDHEALTH MANAGEMENT
VIRTUALVISIT
INDEPENDENTLIVING
Which of the following solutions does Acme offer?
AD 1
AD 2
AD 3
AD 4
Brand traits /Perceptions
TV, PRINT & DIGITAL ADS
Unaided / Aided Awareness
TV, PRINT & DIGITAL ADS
Impressions
VERTICALPRINT
Attendees
PUBLISHERROUNDTABLES
Web Metrics
QUALIFIEDVISITOR ANALYSIS
SALESINTERACTION
Unique visitors
THOUGHTLEADERSHIP
SECTION 1
SECTION 2
SECTION 3
Impressions /Clicks.
VERTICALDISPLAY
# LEADS
Leads generated from current customers
VENDORSHORT LIST
Gartner
Forester
PERFORMANCEFRAMEWORK
230 South 500 West, Suite 215Salt Lake City, Utah 84101801 575 6000 PHONE
801 575 6001 FAX
[email protected] EMAIL
www.rightintel.com
One)Objec@ve!)
PERFORMANCE FRAMEWORK
Sell more enterprise technology solutions to the Fortune 1000. Increase each customers' lifetime value.
AWARENESS ADVOCACYACTIONCONSIDERATION
Become a legitimate contender for enterprise solutions.
Drive customer learning and cultivate customer relationships.
Increase enterprise packaged solutions sales and maximize customer lifetime value (LTV).
Turn select customers into public advocates for Acme enterprise packaged solutions.
MEASURE OF EFFECTIVENESS
MEASURE OF EFFECTIVENESS
KPI
MEASURE OF EFFECTIVENESS
KPI
MEASURE OF EFFECTIVENESS
KPIKPI
Q1 Q2 Q3 Q4Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
QUALIFIEDLEADS
VENDORCONSIDERATION
CUSTOMERLIFETIME VALUE
CUSTOMERREFERENCESTORIES
80% 75%CURRENT GOAL
REVENUE
Q1 Q2 Q3 Q4
Views
ROI / TCOCALCULATORS
# Generated
1:1 SALESPRESENTATIONS
# Delivered
CASE STUDIESDELIVERED
Solution BriefDownloads
SOLUTION BRIEF
CUSTOMER SURVEY
8 8.5CURRENT GOAL
Q1 Q2 Q3 Q4
DEALSCLOSED
SHORTENSALES CYCLE
SALES CYCLE
Sales Cycle by Product
1
2
3
4
SALES TRAININGACCOUNTABILITY
SECTION 1
SECTION 2
SECTION 3
SALES PERSONSURVEY
7.5CURRENT GOAL
Did the materials provided by the sales department, simplify the sales process
7
SALES MODEL/INCENTIVES
TARGETCUSTOMERS
NET PROMOTERSCORE
65 70CURRENT GOAL
NEWSLETTERS
Opens/clicks
SUCCESSVIDEOS
Views
CUSTOMERREFERRAL
Leads generated from current customers
CUSTOMERREFERENCERPOGRAM
CUSTOMER EVENTS
EVENT 1
EVENT 2
EVENT 3
EVENT 4
122
156
137
281
ONLINE COMMUNITIES
Unique Visitors
FORUM 1
FORUM 2
FORUM 3
CASESTUDIES
PRESSRELEASES
MOST TRUSTEDTO PROVIDE SERVICES
Enterprise Perspective
MOST TRUSTEDTO PROVIDE SERVICES
Per vertical industry
Video News & Clicks
DIGITAL VIDEOS
VIDEO 1
VIDEO 2
VIDEO 3
VIDEO 4
Leads / Qualified Leads
TRADESHOW& EVENTS
EVENT 1
EVENT 2
EVENT 3
EVENT 4
Leads / Qualified Leads
WEBCASTS/ONLINE EVENTS
EVENT 1
EVENT 2
EVENT 3
EVENT 4
SOLUTIONSOFFERED
MOBILECLINICIAN
CONVERGEDHEALTH MANAGEMENT
VIRTUALVISIT
INDEPENDENTLIVING
Which of the following solutions does Acme offer?
AD 1
AD 2
AD 3
AD 4
Brand traits /Perceptions
TV, PRINT & DIGITAL ADS
Unaided / Aided Awareness
TV, PRINT & DIGITAL ADS
Impressions
VERTICALPRINT
Attendees
PUBLISHERROUNDTABLES
Web Metrics
QUALIFIEDVISITOR ANALYSIS
SALESINTERACTION
Unique visitors
THOUGHTLEADERSHIP
SECTION 1
SECTION 2
SECTION 3
Impressions /Clicks.
VERTICALDISPLAY
# LEADS
Leads generated from current customers
VENDORSHORT LIST
Gartner
Forester
PERFORMANCEFRAMEWORK
230 South 500 West, Suite 215Salt Lake City, Utah 84101801 575 6000 PHONE
801 575 6001 FAX
[email protected] EMAIL
www.rightintel.com
One)Objec@ve)and)KPI)for)each)part)of)the)funnel)
PERFORMANCE FRAMEWORK
Sell more enterprise technology solutions to the Fortune 1000. Increase each customers' lifetime value.
AWARENESS ADVOCACYACTIONCONSIDERATION
Become a legitimate contender for enterprise solutions.
Drive customer learning and cultivate customer relationships.
Increase enterprise packaged solutions sales and maximize customer lifetime value (LTV).
Turn select customers into public advocates for Acme enterprise packaged solutions.
MEASURE OF EFFECTIVENESS
MEASURE OF EFFECTIVENESS
KPI
MEASURE OF EFFECTIVENESS
KPI
MEASURE OF EFFECTIVENESS
KPIKPI
Q1 Q2 Q3 Q4Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
QUALIFIEDLEADS
VENDORCONSIDERATION
CUSTOMERLIFETIME VALUE
CUSTOMERREFERENCESTORIES
80% 75%CURRENT GOAL
REVENUE
Q1 Q2 Q3 Q4
Views
ROI / TCOCALCULATORS
# Generated
1:1 SALESPRESENTATIONS
# Delivered
CASE STUDIESDELIVERED
Solution BriefDownloads
SOLUTION BRIEF
CUSTOMER SURVEY
8 8.5CURRENT GOAL
Q1 Q2 Q3 Q4
DEALSCLOSED
SHORTENSALES CYCLE
SALES CYCLE
Sales Cycle by Product
1
2
3
4
SALES TRAININGACCOUNTABILITY
SECTION 1
SECTION 2
SECTION 3
SALES PERSONSURVEY
7.5CURRENT GOAL
Did the materials provided by the sales department, simplify the sales process
7
SALES MODEL/INCENTIVES
TARGETCUSTOMERS
NET PROMOTERSCORE
65 70CURRENT GOAL
NEWSLETTERS
Opens/clicks
SUCCESSVIDEOS
Views
CUSTOMERREFERRAL
Leads generated from current customers
CUSTOMERREFERENCERPOGRAM
CUSTOMER EVENTS
EVENT 1
EVENT 2
EVENT 3
EVENT 4
122
156
137
281
ONLINE COMMUNITIES
Unique Visitors
FORUM 1
FORUM 2
FORUM 3
CASESTUDIES
PRESSRELEASES
MOST TRUSTEDTO PROVIDE SERVICES
Enterprise Perspective
MOST TRUSTEDTO PROVIDE SERVICES
Per vertical industry
Video News & Clicks
DIGITAL VIDEOS
VIDEO 1
VIDEO 2
VIDEO 3
VIDEO 4
Leads / Qualified Leads
TRADESHOW& EVENTS
EVENT 1
EVENT 2
EVENT 3
EVENT 4
Leads / Qualified Leads
WEBCASTS/ONLINE EVENTS
EVENT 1
EVENT 2
EVENT 3
EVENT 4
SOLUTIONSOFFERED
MOBILECLINICIAN
CONVERGEDHEALTH MANAGEMENT
VIRTUALVISIT
INDEPENDENTLIVING
Which of the following solutions does Acme offer?
AD 1
AD 2
AD 3
AD 4
Brand traits /Perceptions
TV, PRINT & DIGITAL ADS
Unaided / Aided Awareness
TV, PRINT & DIGITAL ADS
Impressions
VERTICALPRINT
Attendees
PUBLISHERROUNDTABLES
Web Metrics
QUALIFIEDVISITOR ANALYSIS
SALESINTERACTION
Unique visitors
THOUGHTLEADERSHIP
SECTION 1
SECTION 2
SECTION 3
Impressions /Clicks.
VERTICALDISPLAY
# LEADS
Leads generated from current customers
VENDORSHORT LIST
Gartner
Forester
PERFORMANCEFRAMEWORK
230 South 500 West, Suite 215Salt Lake City, Utah 84101801 575 6000 PHONE
801 575 6001 FAX
[email protected] EMAIL
www.rightintel.com
Keep)track)of)other)measures)
TELL STORIES WITH DATA
PRESIDENTIAL DAILY BRIEF
5/22/14 copywrite right intel / proprietary & confidential
Presidential Daily Brief )
FBI DEFINES INTELLIGENCE AS
• Data that has been analyzed + refined • Conclusions drawn about implications
FBI Defines Intelligence as: - Data that has been analyzed + refined - Conclusions drawn about implications )
CYCLING CASE STUDY: DATA
INTRO DATA VISUALIZATION
TAKE OFF THE BLINDERS
TO MOVE FROM SEARCH TO CMO
• Use Search to highlight strategic insight • Create a Performance Framework • Take off the blinders • Tell stories with data
MORE OF THESE
FEWER OF THESE
MORE OF THESE