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"Becoming a Revenue Centric Marketer" - Ektron webinar held on 9/28.
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Connect Content to Revenue™
Becoming a Revenue Centric Digital Marketer
Tom WentworthCMO
[email protected]@twentworth12
Agenda1. The case for becoming a revenue centric
digital marketer2. Five steps to connect content to revenue3. About Ektron4. Resources and next steps5. Questions
WHY BECOME A REVENUE CENTRIC DIGITAL MARKETER?
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 customersIncreasing market share
Improving customer retentionSupporting sales
Improving the customer experiencePreparing for growth
Increasing customer share of walletImproving brand loyalty
More online marketing activitiesImplementing marketing IT
systemsOther
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
How to Connect Content to Revenue
ContentWebsites, landing pages, microsites
Web Content
Managem
ent
Deploy
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
OptimizationSEO, personalization, conversion optimization
ContentWebsites, landing pages, microsites
ExperienceWebsites, mobile devices, communities, landing pages, 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
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
CUSTOMERRELATIONSHIPMANAGEMENT
MARKETINGAUTOMATION
WEBANALYTICS
EMAILMARKETING
Ektron Digital Experience Hub
RESOURCES AND NEXT STEPS
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 & @twentworth12 on Twitter■An upcoming eBook on Connecting Content to Revenue will be provided to all attendees shortly■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
