Social advertising, native advertising, content marketing, mobile, marketing automation, CRM, email marketing - today's world of marketing is filled with more opportunity than ever before. But with this opportunity comes the potential inertia of too much – too much to learn, too much data to measure, too many technologies to adopt, too many marketing tactics to integrate – too many decisions overall! Find out how to bring strategic structure to the chaos in a way that your peers and leadership can clearly understand and support. Learn how to develop a strong, integrated campaign that will help you justify your marketing budget - or get a budget - to your organization's executive leadership.
2. Introductions
Jon Barlow
SVP, Group Digital Director
jbarlow@capstrat.com
LinkedIn: jbarlow
Shane Johnston
EVP, Client Development
sjohnston@capstrat.com
LinkedIn: shanetjohnston
3. State of the State
What is the state of integrated marketing communications in your organization?
4. Why integrated marketing is better.
• Better response
• Better revenue
• Better retention
• Better branding
• Better lifetime value
• Better serves our audiences
But it’s not easy...
4
6. 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
8. 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
9. Meetings
37% of employee time is spent in meetings. Managers
attend more than 60 meetings per month.
Source: InfoCom
10. Politics
43% of employees say dealing with office politics
is their primary time waster.
Source: Salary.com
11. 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
24. 72% of all internet users
are active on social
media.
Source: Pew Research and KPCB
25. But, social media extends traditional media
But, social media extends traditional media
HP research found that 72% of sources retweeted
most were from traditional media
Top 9 Retweeted Users
26. 80% of all Internet traffic
in 2019 will be video.
Source: Cisco 2015
27. It would take an individual over 5 million
years to watch that amount of video.
28. 62% of Millennials feel that online
content drives brand loyalty.
Source: NewsCred
29. 73% of people surveyed wouldn’t
care if the brands they used
disappeared from their life.
Source: Co.Exist
34. Customer experience and journey
1. The consumer considers an initial
set of brands, based on brand
perceptions and exposure to
recent touch point.
2. Consumers add or subtract
brands as they evaluate what they
want.
3. Ultimately, the consumer
selects a brand at the moment
of purchase.
4. After purchasing a product or
service, the consumer builds
expectations based on experience
to inform the next decision journey.
43. Desire
Audience
Segmentation
Direct Marketing
Search
Social Media
Digital Experience
Channel Marketing
Native Advertising
Whitepapers
Long Form Video
Events
Webinar Action
Desire
Interest
Universe of People
Awareness/Attention
Account Planning
Research
Positioning
Messaging
Delivery
Public RelationsAdvertising
Social Media
43
44. Action
Audience
Segmentation
Long form video
Whitepapers
Events
Webinar
Conversion Optimization
User Experience
Call Center
Sales Visit
Action
Desire
Direct Marketing
Search
Social Media
Digital Experience
Channel Marketing
Native Advertising
Interest
Universe of People
Awareness/Attention
Account Planning
Research
Positioning
Messaging
Delivery
Public RelationsAdvertising
Social Media
44
46. Your conversion funnel is also your budget justifier.
Suspects
* Based on B2B industry averages/ benchmark
developed by NetProspex
Prospects
Marketing Qualified
Lead
Sales Accepted
Lead
Sales Qualified
Lead
Closed Deals
Avg. Size of Sale
2016 Marketing-
Generated Revenue Goal
$$$$$$
x $$$$
2%
4%
67%
47%
31%
Closed Deals
Suspects
Prospects
Marketing
Qualified Lead
Sales
Accepted Lead
Sales Qualified
Lead
46
55. Big whooping mistakes
55
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
60. Should everything be measured? Definitely maybe.
Loyalty
Sales
Attribution
High Value Behaviors
Completion of Task
Likes/Follows
Page/Video Views Time
Spent
Clicks
CTR/CPC
Visits
60
61. Output
Reach, touch, click
Business Goals
Added value
Outcomes
Knowledge, opinions,
attitudes
Organization Targeted groups Tactics/media/channels
Total measurement top-down and bottom-up
61
62. Measure everything to optimize and realize marketing ROI
62
Many companies can articulate their
objectives.
• $100 million in revenue
• Increase market penetration by 10%
• Expand in to a new geographic market
• Improve customer retention by
1
Few marketers can articulate how the
goals (if any) match the KPIs to the
business objectives.
3
Many marketers know their key metrics.
• New website visitors
• 1,000 inbound calls in March
• 50 sales qualified leads
• Cost per lead < $25
• Whitepaper downloads
• Video views
2
63. 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
64. 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.
65. Measure, Refine, Optimize
Optimization cycle
• 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.
66. 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”
66
67. What can you test?
• Processes/ user workflows
• Landing pages
• Campaigns
• Design
• Content
• Marketing promotions
67
74. What does a digital strategy
contain?
• Audience insights and data analysis
• Strategy framework
• Digital scope of effort
• Implementation and measurement
• Governance
76. Audit and Data Analysis
• Competitive audit and analysis
• Review of all digital channels and tactics
• Review of past business/brand performance
• Marketing technology audit and analysis
76
77. Digital strategy framework
• Creating the blueprint for success
• What are we trying to accomplish?
• What’s the big idea?
• How do we align the idea with
corporate objectives?
• What can we improve from past
efforts?
• What are the Key Performance
Indicators (KPIs) that will denote
success?
78. Digital strategy framework
• How will we get there?
• What’s the optimal ratio between
generating demand (Communications)
and personalized customer
experience (Destinations) that will
achieve our objectives?
• How will we measure and optimize our
conversion funnel and the content that
flows through it?
79. Digital scope of effort
• The blueprint has been drawn, so now
how do we build the house?
• Identify the right digital tactics and
channels
Don’t forget about your content
strategy. You should also be focusing
on filling the funnel with content
• Who, what, how and when
80. Most common digital tactics
• Website/Mobile application
development
• Digital advertising and SEM
• SEO
• Email/CRM
• Social
80
82. Benefits
• Display and PPC benefits
• Cost effective
• Relevant
• Controllable
• Measurable campaign
• People based advertising (Personalization)
• Real-Time
82
83. Organic Search
83
Data
via
Google’s
occasional
public
statements
and
some
inference
(for
2006
+
2009)
In
2011
there
are
more
than
3
billion
searches/day
on
Google
2015
Greater than 1.1 trillion
searches per year
85. SEO Benefits
• More targeted traffic
• Higher ROI
• Greater visibility
• Increased accessibility
• Better user experience
85
86. Social Media is not a fad. It’s a fundamental shift in the way we
communicate.
• So don’t treat it like a fad.
• Focus on ACHIEVING GOALS.
86
87. Potential social media goals
• Establish thought leadership
• Build brand awareness
• Generate leads/increase sales
• Drive traffic to destination
• Recruitment
• Build community
• Improve SEO
• Improve public relations
• Launch new products and services
• Fan engagement and growth
87
88. Five recommendations for
social success
• Content is still king
• 4-1-1 rule
• Social signals
• Advocates
• Inbound is not enough
88
90. Permission marketing benefits
• Establish a solid reputation with customers
• Improved reputation and solidified brand image
• Zero in on a niche
• Personal connection
90
91. Implementation
and measurement
• Did we make an impact?
• Measurement framework
• Visualize your conversion funnel and look
for leaks
• Test and optimize
92. Marketing Automation Software
• Prevents waste marketing effort
• Prevents a leaky funnel
• As a result, your sales and marketing
teams can work in tandem with
one another.
92
94. 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
94
95. Marketing Automation
Customer Relationship
Management
Customer Life Stage
Acquire Maintain /
grow
Retain /
recapture
Users
Marketing
Sales
Support
Source: David Raab, http://customerexperiencematrix.blogspot.com
How Does CRM Relate To Marketing Automation?
95
96. 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
96
98. Governance
• Oversight and management are keys
to long-term sustainability and success
of the strategy
• Key aspects of a digital marketing
governance plan include:
• Team structure and individual member
roles
• Established policies and SOPs
• Policies and SOPs are about managing
risk and budget
• Set standards and guidelines (i.e.,
design, development, content,
technology)
99. Thank You
Landing Page: https://deliver.capstrat.com/GETMAD
Shane Johnston
e. sjohnston@capstrat.com
t. @shanetjohnston
Jon Barlow
e. jbarlow@capstrat.com
t. @Jon_Barlow