Minneapolis, Mn - AMA Fall Workshops 2015

Marketing decision makers:
Stop thinking tactics, 
start thinking campaigns

© 2015 Capstrat, LLC. All Rights Reserved.
Where does a marketer’s time go?

Budgets 
 
“I don’t know.” – Response from 50% of marketers
when asked how much they could increase incremental
profits with a 10% increase in budget. 
 
Source: Lenskold Group and emedia

© 2015 Capstrat, LLC. All Rights Reserved.© 2015 Capstrat, LLC. All Rights Reserved.
Technology 
 
Email down. Password resets. Smartphone not connecting
to Exchange. Internet is slow. Etc. Etc. Etc.

Information 
 
66% of marketers feel overwhelmed by volume of data,
59% are frustrated by how long it takes to receive reports,
and 50% said reports lack important information. 
 
Source: DOMO Survey, November 2013

Meetings 
 
37% of employee time is spent in meetings. Managers
attend more than 60 meetings per month. 
 
Source: InfoCom

Politics 
 
43% of employees say dealing with office politics
is their primary time waster. 
 
Source: Salary.com

Updates/Reports 
 
Knowledge workers spend an average of 41% of their
time on discretionary activities that offer no satisfaction
and could be handled competently by others. 
 
Source: Harvard Business Review

© 2015 Capstrat, LLC. All Rights Reserved.© 2015 Capstrat, LLC. All Rights Reserved.
Resistance 
 
Only 30% of change programs succeed. 
 
Source: John Kotter

The Industry 
 
Chasing the next
Big Thing.  

Yourselves 
 
The average US adult spends 141 minutes a day
using mobile devices.  
 
Source: Advertising Age Mobile Fact Pack 2013

What is distracting your  
audience from your message?

Inundated with brand messages

Same things as you, and...Fragmentation of media channels

Newspapers have lost $40 Billion in
advertising revenue since 2000.
Source: Newspaper Association of America

So, print is dead?
Gallup: Americans regaining confidence in newspapers, TV news

How many people are there?

The number of pieces of mail delivered by
the US postal service dropped from 250
Million to 50 Million over the last 6 years.
Source: USPS

The US adult email audience will reach
203.8 million by 2017.
Source: eMarketer

Most popular online activities

72% of all internet users are now
active on social media.
Sharing on social media has
doubled between 2011 and 2013.
Source: Pew Research and KPCB

But, social media extends traditional media
HP research found that 72% of sources retweeted  
most were from traditional media

80% of all Internet traffic
in 2019 will be video.
Source: Cisco 2015

It would take an individual over 5 million
years to watch that amount of video.

62% of Millennials feel that online content
drives brand loyalty.
Source: NewsCred

73% of people surveyed wouldn’t care
if the brands they used disappeared
from their life.
Source: Co.Exist

Customer service
interactions are nearly
four times more likely to
lead to brand disloyalty
than loyalty.
Source: CEB Research

Some areas that need extra focus…

Media convergence

Customer experience and journey

How do you help your audience 
navigate the chaos of marketing 
today and provide the best 
customer experience?

Funnel
• testing/optimization

Sales, New Members, Advocates, etc
The funnel approach
Awareness/Attention
Action
Desire
Interest
Universe of People

Planning/Strategy
Action
Desire
Interest
Universe of People
Audience
Segmentation
Awareness/Attention
Account Planning
Research
Positioning
Messaging
Delivery

Awareness/Attention
Account Planning
Research
Positioning
Messaging
Delivery
Action
Desire
Interest
Universe of People
Audience
Segmentation
Awareness/Attention
Public Relations
Advertising
Social Media

Interest
Account Planning
Research
Positioning
Messaging
Delivery
Public RelationsAdvertising
Social Media
Action
Desire
Interest
Universe of People
Audience
Segmentation
Awareness/Attention
Direct Marketing
Search
Social Media
Channel Marketing
Digital Experience
Native Advertising

Desire
Account Planning
Research
Positioning
Messaging
Delivery
Social Media
Action
Desire
Interest
Universe of People
Audience
Segmentation
Awareness/Attention
Direct Marketing
Search
Social Media
Digital Experience
Channel Marketing
Native Advertising
Whitepapers
Long Form Video
Events
Webinar

Action
Account Planning
Research
Positioning
Messaging
Delivery
Social Media
Action
Desire
Interest
Universe of People
Audience
Segmentation
Awareness/Attention
Direct Marketing
Search
Social
Digital Experience
Channel Marketing
Long form video
Whitepapers
Events
Webinar
Native Advertising
Conversion Optimization
User Experience
Call Center
Sales Visit

Content

Content engine

Integration enhances visibility and mitigates risk
PA I D M E D I A
Strengths
Visibility
Weaknesses
Credibility
O W N E D M E D I AControl Visibility
E A R N E D M E D I ACredibility Control
Visibility
Control
Credibility
Visibility
Credibility Control
LessMore

The campaign stack: A pragmatic approach to marketing
Air Cover
Demand and
Lead Generation
Collateral
Training
Commercial
offer
Promotions
Print, online, TV, radio, public relations, online banners/search,
podcasts, out-of-home (billboards, airports, etc.)
Direct mail, email, Newsletters, events (real and virtual)
Briefs, presentations, white paper, customer case studies
Workshops, E-seminars, podcasts, online exams
Preconfigured packages, boxed sets, subscription service, starter kits
Bundle discounts, partner incentives, rebates, awards

Big whooping mistakes
No call to action
Bad timing between air cover and demand generation
Inconsistent message
No training
Not telling Sales
Telling channel partners before 
direct Sales or Field Marketing

The role of marketing automation

Prevents a leaky funnel and waste marketing effort
Marketing automation is software
that automates your marketing
efforts. As a result, your  
sales and marketing teams  
can work in tandem with  
one another.

Marketing automation features
• Technology used to track, prioritize and analyze (leads,
customers and accounts)
• Platform for rapid development, testing and implementation
of content programs
• Provides the ability to continue conversations across
marketing channels, and to hand off those relationships to
sales teams

Perfect tool for integrated campaign management
Marketing automation systems provide a visual representation of the way that  
every asset and tactic join together to form a cohesive marketing campaign.
Instead of planning your marketing one tactic at a time, you can build and  
unleash complete, integrated campaigns that are personalized and responsive.

© 2015 Capstrat LLC. All Rights Reserved.
Marketing automation benefits
• Businesses of all sizes can properly utilize marketing
automation.  
• It increases the operational  
efficiency of your business  
while driving revenue.  
• Better leads = increased  
business and revenue

Measure what matters.

Measurement/Analytics
Loyalty
Sales
Attribution
High Value Behaviors
Completion of Task
Likes/Follows
Page/Video
Views Time
Spent
Clicks
CTR/CPC
Visits

Output
Reach, touch,
click
Business Goals 
Added value
Outcomes
Knowledge,
opinions, attitudes
Organization Targeted groups
Tactics/media/
channels
Total measurement

Dive into the data
Behavioral,
demographic,
perceptions
Website data, survey
results, customer
database, CRM

Back up your data with more data
Secondary research adds new dimension to
your existing data and supports your insights. Tools you can use:
• Google Trends
• Yahoo! Clues
• eMarketer
• comScore
• Forrester
• Nielsen

Segmentation is key
• Create content for each target
group using messaging that
resonates with them
• Reach them WHERE and
WHEN they consume media
Identify your targets. Create personas.

Measure, refine, optimize
• Measure the success of the
campaign. Are you close to
meeting your target goals?
• If not, what needs to change?
• Make the change, and start
over again.
Optimization cycle

Why test?
Only way to truly know what works and what doesn’t for
your industry, customers and products
No opinions
No “best practices”
No “design for design sake”

What can you test?
Processes/ user workflows
Landing pages
Campaigns
Design
Content
Marketing promotions

Testing tools
www.conversion-rate-experts.com/split-testing-software/

Thank you
Shane Johnston
e. sjohnston@capstrat.com
t. @shanetjohnston
Jon Barlow
e. jbarlow@capstrat.com
t. @Jon_Barlow
www.capstrat.com

Minneapolis, Mn - AMA Fall Workshops 2015

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