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image:	
  Xurxo	
  Mar.nez
the indispensable agency
how marketing talent, technology and strategy
gaps present invaluable ...
example scenario
A B2B SaaS company with $10M in funding and aggressive growth goals
is struggling to meet lead-gen target...
example scenario
The marketing team is blogging 2x per week,
regularly sharing content across their social networks, and
p...
example scenario
But, not enough people are organically finding the content.
brand
leads
sales
loyalty
@paulroetzer www.pr2...
example scenario
Do they need a paid media strategy?
@paulroetzer www.pr2020.com
example scenario
Are there opportunities to amplify the content via
earned media with bloggers, journalists and analysts?
...
example scenario
Should they hire an agency or freelancers and
double down on content production?
@paulroetzer www.pr2020....
example scenario
Maybe.
@paulroetzer www.pr2020.com
example scenario
Maybe.
@paulroetzer www.pr2020.com
example scenario
AND . . . Maybe.
@paulroetzer www.pr2020.com
the	
  challenge
of	
  marketers	
  think	
  marke6ng	
  has	
  
changed	
  more	
  in	
  the	
  past	
  two	
  
years	
  than	
  the	
  pa...
@paulroetzer www.pr2020.com
consumers are more connected and informed
@paulroetzer www.pr2020.com
90% of	
  daily	
  media	
  interac3ons	
  
are	
  screen	
  based
source:	
  Google,	
  The	
  New	
  Mul6-­‐Screen	
  Wo...
B2B	
  buyers	
  may	
  be	
  	
  
up	
  to	
  90%	
  through	
  their	
  journey	
  	
  
before	
  contac6ng	
  a	
  vend...
companies must shift from predominately outbound sales 

to inbound centric with a more personalized and scientific approac...
Source:	
  Google
historical outbound approach focused here
@paulroetzer www.pr2020.com
Source:	
  Google
the new inbound-centric model concentrates here
@paulroetzer www.pr2020.com
Source:	
  Chiefmartec.com
the	
  customer	
  journey	
  does	
  not	
  follow	
  
a	
  linear	
  path	
  defined	
  by	
  ...
Define	
  Founda6on	
  Projects
blog	
  posts	
  
podcasts	
  
website	
  
video	
  
email	
  
webinars	
  
mobile	
  apps
...
Define	
  Founda6on	
  Projects
create	
  more	
  value,	
  for	
  more	
  people,	
  more	
  o>en,	
  	
  
so	
  when	
  i...
what’s	
  holding	
  businesses	
  back	
  from	
  
achieving	
  performance	
  poten3al?
image:	
  Xurxo	
  Mar.nez
talent	
  gap	
  +	
  tech	
  gap	
  +	
  strategy	
  gap	
  =	
  PERFORMANCE	
  gap
@paulroetz...
the	
  performance	
  gap
data > intelligence > action > outcomes
@paulroetzer www.pr2020.com
data > intelligence > action > outcomes
@paulroetzer www.pr2020.com
marketing dashboards that
report activities rather than business outcomes
are a major cause of the disconnect
between mark...
marketers must excel at bringing
structure and meaning to numbers
@paulroetzer www.pr2020.com
94%	
  of	
  chief	
  marketers	
  believe	
  analy3cs	
  will	
  play	
  a	
  big	
  
role	
  in	
  reaching	
  their	
  ...
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
short-term impact proven long-term impact proven
29%
36%
just 36% of CMOs have...
ONLY 21%
@paulroetzer www.pr2020.com
on	
  average,	
  marketers	
  depend	
  on	
  data	
  for	
  just	
  
11%	
  of	
  customer-­‐related	
  decisions.	
  
s...
B2B	
  marketers	
  say	
  just	
  9%	
  of	
  CEOs	
  and	
  6%	
  of	
  CFOs	
  use	
  
marke6ng	
  data	
  to	
  help	
...
we create 2.5 quintillion bytes of data
every day (that’s 18 zeros)
Source:	
  IBM
90% of all data in the world
has been created in the last 2 years
Source:	
  IBM
Infographic:	
  Domo
every minute . . .
Vine users share 8,333 videos.
Pinterest users pin 3,472 images.
Twitter users Twe...
marketers have access to data from dozens of sources:
social monitoring, web analytics, email, call tracking,
sales, adver...
never more choices. never more noise.
never more demand for performance.
@paulroetzer www.pr2020.com
and yet, there has never been a
better time to be a marketer (or agency).
@paulroetzer www.pr2020.com
marke6ng	
  talent
“I	
  was	
  a	
  classically	
  trained	
  marketer	
  	
  
who	
  had	
  cut	
  my	
  teeth	
  at	
  Procter	
  &	
  Gam...
of	
  marketers	
  say	
  their	
  	
  
lack	
  of	
  skills	
  is	
  impac6ng	
  
revenue	
  in	
  some	
  way	
  
source...
of	
  companies	
  lack	
  necessary	
  
digital	
  skills	
  in	
  key	
  areas	
  of	
  social	
  
media,	
  mobile,	
  ...
data analysis
identify top KPIs.
turn data into actionable intelligence.
uncover anomalies, trends and opportunities.
adju...
a	
  talent	
  war	
  has	
  begun
for	
  tech-­‐savvy,	
  hybrid	
  marketers
capable	
  of	
  building,	
  managing	
  and	
  execu0ng	
  
fully	
  integrated	
  campaigns	
  that	
  produce	
  resul...
how	
  do	
  we	
  	
  
find	
  the	
  unicorns?
@paulroetzer
only	
  1	
  of	
  the	
  top	
  10	
  	
  
marke6ng	
  programs	
  in	
  the	
  U.S.	
  	
  
has	
  a	
  required	
  unde...
businesses	
  must	
  take	
  the	
  ini3a3ve	
  to	
  	
  
mold	
  their	
  own	
  modern marketers
@paulroetzer www.pr20...
construct	
  an	
  internal	
  marke3ng	
  academy
only	
  28%	
  of	
  large	
  enterprises	
  plan	
  to	
  introduce	
  formal	
  
training	
  programs	
  to	
  improve	
...
only	
  4%	
  of	
  companies	
  ensured	
  their	
  training	
  efforts	
  	
  
were	
  aligned	
  with	
  overall	
  digi...
the	
  opportunity	
  exists	
  to	
  	
  
create a competitive advantage
through	
  talent
source:	
  Accenture’s	
  Turbulence	
  for	
  the	
  CMO
the	
  marke6ng	
  industry	
  is	
  moving	
  too	
  fast	
  	
...
Donovan	
  Neale-­‐May,	
  	
  
Execu6ve	
  Director,	
  CMO	
  Council
“There’s	
  an	
  underlying	
  
level	
  of	
  fr...
of	
  senior	
  marketers	
  believe	
  
tradi3onal	
  ad	
  agencies	
  are	
  doing	
  
a	
  good	
  job	
  of	
  evolvi...
where	
  do	
  	
  
the	
  other	
  91%	
  	
  
turn	
  for	
  help?
“work with agency partners that care
as much about performance and
success as you do.”
@paulroetzer www.pr2020.com
“Marketers are looking well beyond their traditional
advertising agency base for domain experts to drive
marketing perform...
@paulroetzer www.pr2020.com
@paulroetzer www.pr2020.com
4 years old
$1.5B in 2014 revenue
6,000 employees
pay-for-performance billing
2,500+ agency partners in 90+ countries
generate more than 40% of new HubSpot revenue ($42.9M Q2 2015)
HubSpot estimates $...
marke6ng	
  technology
“We	
  expect	
  technology	
  spend	
  by	
  CMOs	
  to	
  
increase	
  10x	
  in	
  10	
  years,	
  from	
  $12	
  billi...
by	
  2017,	
  the	
  CMO	
  will	
  spend	
  more	
  on	
  IT	
  than	
  the	
  CIO.	
  
source:	
  Gartner
IT	
  =	
  CI...
6	
  classes,	
  43	
  categories,	
  1,876	
  companies
every trackable interaction creates a data point,
and every data point tells a piece of the customer’s story.
@paulroetzer...
marke6ng	
  strategy
source:	
  Al6meter’s	
  The	
  Converged	
  Media	
  Impera6ve@paulroetzer www.pr2020.com
You have the control.
They have...
@paulroetzer www.pr2020.com
image:	
  Patrick	
  Feller
Subscribers,	
  fans,	
  followers,	
  leads,	
  
and	
  customers	
  choose	
  when	
  and	
 ...
we have to plan faster, experiment more
efficiently and adapt constantly to
accelerate success.
@paulroetzer www.pr2020.com
1. align	
  marke6ng	
  goals	
  with	
  business	
  goals.	
  
2. iden6fy	
  key	
  performance	
  indicators	
  (KPIs).	...
1)	
  align	
  marke6ng	
  goals	
  with	
  business	
  goals.
what are your clients’ business goals?
@paulroetzer www.pr2020.com
Specific: Clearly establishes what is to be achieved.
SMART goals
Measurable: Quantifiable, and a strong indicator of progre...
increase monthly website sessions 20% in Q4. brand
leads
sales
loyalty
generate 50 sales qualified leads in Q4.
produce $25...
www.BeerWorks.com
2)	
  iden6fy	
  key	
  performance	
  indicators	
  (KPIs).
hp://bit.ly/performance-­‐pack
brand
leads
sales
loyalty
blogging	
  
social	
  engagement	
  
events
premium	
  content	
  
lead	
  nurturing	
  
ver6ca...
measure the value of your agency
at every stage of the funnel
@paulroetzer www.pr2020.com
performance reports
@paulroetzer www.pr2020.com
turn	
  data	
  into	
  (ar3ficial)	
  intelligence
www.automatedinsights.com
Image:	
  Franck	
  Calzada/YouTube
The AP “writes” 10x more earnings reports
using Automated Insights technology
@paulroe...
@paulroetzer www.pr2020.com
3)	
  track	
  and	
  report	
  at	
  the	
  campaign	
  level.
hp://bit.ly/performance-­‐pack
every	
  campaign	
  is	
  a	
  series	
  of	
  projects	
  designed	
  to	
  achieve	
  a	...
@paulroetzer www.pr2020.com
turn data into intelligence,
intelligence into action, and
action into measurable outcomes
@paulroetzer www.pr2020.com
obstacles create
opportunities
lack of education/training
consumer behavior
social networks
technologies
channels
data
a	
  case	
  study	
  in	
  	
  
performance-­‐driven,	
  integrated	
  marke6ng
www.pr2020.com
The	
  organiza6on	
  sought	
  to	
  infuse	
  its	
  sales	
  pipeline	
  with	
  new	
  leads,	
  
segment	
  and	
  pr...
@paulroetzer www.pr2020.com
•	
   integrated	
  strategy	
  
•	
   database	
  segmenta6on	
  
•	
   lead-­‐scoring	
  system	
  
•	
   survey	
  
•	
...
•	
   1,980+	
  survey	
  responses	
  
•	
   2,470+	
  ebook	
  downloads	
  
•	
   1,720+	
  new	
  contacts	
  
•	
   2...
paul	
  roetzer,	
  @paulroetzer	
  
CEO	
  |	
  PR	
  20/20	
  
author	
  |	
  The	
  Marke6ng	
  Performance	
  Blueprin...
The Indispensable Agency: How Marketing Talent, Technology and Strategy Gaps Present Invaluable Opportunities for Agency G...
The Indispensable Agency: How Marketing Talent, Technology and Strategy Gaps Present Invaluable Opportunities for Agency G...
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The Indispensable Agency: How Marketing Talent, Technology and Strategy Gaps Present Invaluable Opportunities for Agency Growth (#FuelLines)

The marketing services industry is in a state of flux. As CMOs navigate the marketing talent gap, they are increasingly seeking performance-driven agency partners that are immersed in marketing technology and staffed with digital-savvy professionals. SMBs need partners that can deliver fully integrated solutions and in essence function as outsourced inbound marketing teams. Large enterprises commonly look for niche expertise in core digital disciplines such as content marketing, paid search, SEO, social media monitoring, and analytics to complement internal marketing teams.

In this session, Roetzer presents a high-level look at the industry trends driving transformation, and share insights into how your agency can evolve to meet demand and accelerate success.

The Indispensable Agency: How Marketing Talent, Technology and Strategy Gaps Present Invaluable Opportunities for Agency Growth (#FuelLines)

  1. 1. image:  Xurxo  Mar.nez the indispensable agency how marketing talent, technology and strategy gaps present invaluable opportunities for growth paul roetzer, CEO, PR 20/20 (@paulroetzer) Fuel Lines New Business Conference oct. 9, 2015 a PR 20/20 production
  2. 2. example scenario A B2B SaaS company with $10M in funding and aggressive growth goals is struggling to meet lead-gen targets. The CMO fears marketing is going to fall short of Q4 2015 goals . . . brand leads sales loyalty @paulroetzer www.pr2020.com
  3. 3. example scenario The marketing team is blogging 2x per week, regularly sharing content across their social networks, and producing a high-quality ebook with an accompanying webinar each month. brand leads sales loyalty @paulroetzer www.pr2020.com
  4. 4. example scenario But, not enough people are organically finding the content. brand leads sales loyalty @paulroetzer www.pr2020.com
  5. 5. example scenario Do they need a paid media strategy? @paulroetzer www.pr2020.com
  6. 6. example scenario Are there opportunities to amplify the content via earned media with bloggers, journalists and analysts? @paulroetzer www.pr2020.com
  7. 7. example scenario Should they hire an agency or freelancers and double down on content production? @paulroetzer www.pr2020.com
  8. 8. example scenario Maybe. @paulroetzer www.pr2020.com
  9. 9. example scenario Maybe. @paulroetzer www.pr2020.com
  10. 10. example scenario AND . . . Maybe. @paulroetzer www.pr2020.com
  11. 11. the  challenge
  12. 12. of  marketers  think  marke6ng  has   changed  more  in  the  past  two   years  than  the  past  50   source:  Adobe  Digital  Distress 76%
  13. 13. @paulroetzer www.pr2020.com
  14. 14. consumers are more connected and informed @paulroetzer www.pr2020.com
  15. 15. 90% of  daily  media  interac3ons   are  screen  based source:  Google,  The  New  Mul6-­‐Screen  World
  16. 16. B2B  buyers  may  be     up  to  90%  through  their  journey     before  contac6ng  a  vendor.   source:  Forrester image:  Jayneandd @paulroetzer www.pr2020.com
  17. 17. companies must shift from predominately outbound sales to inbound centric with a more personalized and scientific approach to attracting, converting and delighting customers. @paulroetzer www.pr2020.com
  18. 18. Source:  Google historical outbound approach focused here @paulroetzer www.pr2020.com
  19. 19. Source:  Google the new inbound-centric model concentrates here @paulroetzer www.pr2020.com
  20. 20. Source:  Chiefmartec.com the  customer  journey  does  not  follow   a  linear  path  defined  by  marketers @paulroetzer www.pr2020.com
  21. 21. Define  Founda6on  Projects blog  posts   podcasts   website   video   email   webinars   mobile  apps tailored  marke6ng   through  a  deep   understanding  of   buyer  persona  needs   +  the  ability  to  deliver   personalized   messages Image:  HubSpot we  have  entered  the  age     content,  context  and  the  customer  experience @paulroetzer www.pr2020.com
  22. 22. Define  Founda6on  Projects create  more  value,  for  more  people,  more  o>en,     so  when  it’s  6me  to  choose,     they  choose  you new marketing imperative
  23. 23. what’s  holding  businesses  back  from   achieving  performance  poten3al?
  24. 24. image:  Xurxo  Mar.nez talent  gap  +  tech  gap  +  strategy  gap  =  PERFORMANCE  gap @paulroetzer www.pr2020.com
  25. 25. the  performance  gap
  26. 26. data > intelligence > action > outcomes @paulroetzer www.pr2020.com
  27. 27. data > intelligence > action > outcomes @paulroetzer www.pr2020.com
  28. 28. marketing dashboards that report activities rather than business outcomes are a major cause of the disconnect between marketers and the C-suite. source: ITSMA, VisionEdge and Forrester
  29. 29. marketers must excel at bringing structure and meaning to numbers @paulroetzer www.pr2020.com
  30. 30. 94%  of  chief  marketers  believe  analy3cs  will  play  a  big   role  in  reaching  their  goals,  yet  only  18%  said  their   organiza6ons  were  in  a  posi6on  to  do  so.   source:  IBM @paulroetzer www.pr2020.com
  31. 31. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% short-term impact proven long-term impact proven 29% 36% just 36% of CMOs have quantitatively proven the short-term impact of marketing spend. that figure drops to 29% when demonstrating long-term impact. source:  2014  CMO  Survey @paulroetzer www.pr2020.com
  32. 32. ONLY 21% @paulroetzer www.pr2020.com
  33. 33. on  average,  marketers  depend  on  data  for  just   11%  of  customer-­‐related  decisions.   source:  CEB     @paulroetzer www.pr2020.com
  34. 34. B2B  marketers  say  just  9%  of  CEOs  and  6%  of  CFOs  use   marke6ng  data  to  help  set  corporate  direc6on.       source:  ITSMA,  VisionEdge  and  Forrester @paulroetzer www.pr2020.com
  35. 35. we create 2.5 quintillion bytes of data every day (that’s 18 zeros) Source:  IBM
  36. 36. 90% of all data in the world has been created in the last 2 years Source:  IBM
  37. 37. Infographic:  Domo every minute . . . Vine users share 8,333 videos. Pinterest users pin 3,472 images. Twitter users Tweet 277,000 times. YouTube users upload 72 hours of video. Instagram users post 216,000 new photos. Facebook users share 2,460,000 pieces of content.
  38. 38. marketers have access to data from dozens of sources: social monitoring, web analytics, email, call tracking, sales, advertising, remarketing, ecommerce, mobile apps, accounting . . . @paulroetzer www.pr2020.com
  39. 39. never more choices. never more noise. never more demand for performance. @paulroetzer www.pr2020.com
  40. 40. and yet, there has never been a better time to be a marketer (or agency). @paulroetzer www.pr2020.com
  41. 41. marke6ng  talent
  42. 42. “I  was  a  classically  trained  marketer     who  had  cut  my  teeth  at  Procter  &  Gamble,     nego6ated  mul6-­‐million  dollar  deals  with  the  NFL,     and  received  an  MBA  at  Harvard  Business  School.       “I  was  a  fossil  –  a  senior  marke0ng  execu0ve     who  was  doomed  to  ex0nc0on.”   —  Anita  Newton,  VP  of  corporate  marke6ng,  Adknowledge
  43. 43. of  marketers  say  their     lack  of  skills  is  impac6ng   revenue  in  some  way   source:  2012  Marke6ng  Skills  Gap  Report 75% @paulroetzer www.pr2020.com
  44. 44. of  companies  lack  necessary   digital  skills  in  key  areas  of  social   media,  mobile,  internal  social   networks,  process  automa6on,   and  performance  monitoring  and   analysis.   source:  Capgemini  Consul6ng 90%
  45. 45. data analysis identify top KPIs. turn data into actionable intelligence. uncover anomalies, trends and opportunities. adjust strategies based on data. tie activities to performance and bottom-line results. @paulroetzer www.pr2020.com
  46. 46. a  talent  war  has  begun for  tech-­‐savvy,  hybrid  marketers
  47. 47. capable  of  building,  managing  and  execu0ng   fully  integrated  campaigns  that  produce  results @paulroetzer www.pr2020.com
  48. 48. how  do  we     find  the  unicorns? @paulroetzer
  49. 49. only  1  of  the  top  10     marke6ng  programs  in  the  U.S.     has  a  required  undergraduate     digital  marke3ng  course source:  U.S.  News  &  World  Reportimage:  IUB  Facebook
  50. 50. businesses  must  take  the  ini3a3ve  to     mold  their  own  modern marketers @paulroetzer www.pr2020.com
  51. 51. construct  an  internal  marke3ng  academy
  52. 52. only  28%  of  large  enterprises  plan  to  introduce  formal   training  programs  to  improve  digital  marke6ng  skills.       source:  Online  Marke6ng  Ins6tute
  53. 53. only  4%  of  companies  ensured  their  training  efforts     were  aligned  with  overall  digital  strategy.       source:  Capgemini  Consul6ng
  54. 54. the  opportunity  exists  to     create a competitive advantage through  talent
  55. 55. source:  Accenture’s  Turbulence  for  the  CMO the  marke6ng  industry  is  moving  too  fast     to  internalize  everything
  56. 56. Donovan  Neale-­‐May,     Execu6ve  Director,  CMO  Council “There’s  an  underlying   level  of  frustra3on  among   senior  corporate  marketers   worldwide  when  it  comes   to  agency  contribu3ons  to   business  value  crea6on,   strategic  thinking,  and   digital  marke6ng   development.”   source:  CMO  Council  (2012) @paulroetzer www.pr2020.com
  57. 57. of  senior  marketers  believe   tradi3onal  ad  agencies  are  doing   a  good  job  of  evolving  and   extending  their  service   capabili6es  in  the  digital  age.   source:  The  Chief  Marke6ng  (CMO)  Council   report  More  Gain,  Less  Strain. 9%
  58. 58. where  do     the  other  91%     turn  for  help?
  59. 59. “work with agency partners that care as much about performance and success as you do.” @paulroetzer www.pr2020.com
  60. 60. “Marketers are looking well beyond their traditional advertising agency base for domain experts to drive marketing performance and handle exploding data, digital migration, channel fragmentation and a more diverse, multi-cultural consumer base.” Source: CMO Council
  61. 61. @paulroetzer www.pr2020.com
  62. 62. @paulroetzer www.pr2020.com 4 years old $1.5B in 2014 revenue 6,000 employees pay-for-performance billing
  63. 63. 2,500+ agency partners in 90+ countries generate more than 40% of new HubSpot revenue ($42.9M Q2 2015) HubSpot estimates $5 - $10 in agency services for every $1 in software
  64. 64. marke6ng  technology
  65. 65. “We  expect  technology  spend  by  CMOs  to   increase  10x  in  10  years,  from  $12  billion  to   $120  billion,  unlocking  a  huge  opportunity  for   marke6ng  technology  companies  and  opening   the  door  to  the  decade  of  the  CMO.”     —  Ashu  Garg,  general  partner,  Founda6on  Capital
  66. 66. by  2017,  the  CMO  will  spend  more  on  IT  than  the  CIO.   source:  Gartner IT  =  CIO  CMO @paulroetzer www.pr2020.com
  67. 67. 6  classes,  43  categories,  1,876  companies
  68. 68. every trackable interaction creates a data point, and every data point tells a piece of the customer’s story. @paulroetzer www.pr2020.com
  69. 69. marke6ng  strategy
  70. 70. source:  Al6meter’s  The  Converged  Media  Impera6ve@paulroetzer www.pr2020.com You have the control. They have the control. You can BUY the control.
  71. 71. @paulroetzer www.pr2020.com
  72. 72. image:  Patrick  Feller Subscribers,  fans,  followers,  leads,   and  customers  choose  when  and  where   to  interact  with  your  brand.  They  do  not   differen6ate  between  marke6ng   departments  and  channels. @paulroetzer www.pr2020.com
  73. 73. we have to plan faster, experiment more efficiently and adapt constantly to accelerate success. @paulroetzer www.pr2020.com
  74. 74. 1. align  marke6ng  goals  with  business  goals.   2. iden6fy  key  performance  indicators  (KPIs).   3. track  and  report  at  the  campaign  level.   @paulroetzer www.pr2020.com
  75. 75. 1)  align  marke6ng  goals  with  business  goals.
  76. 76. what are your clients’ business goals? @paulroetzer www.pr2020.com
  77. 77. Specific: Clearly establishes what is to be achieved. SMART goals Measurable: Quantifiable, and a strong indicator of progress. Attainable: Realistic given your foundation, reach, resources and potential. Relevant: Connect to achievement of overall business goals. Timely: Has a target date. @paulroetzer www.pr2020.com
  78. 78. increase monthly website sessions 20% in Q4. brand leads sales loyalty generate 50 sales qualified leads in Q4. produce $250,000 in new MRR in Q4. improve retention rates from 85% to 90% in Q4. SMART goals @paulroetzer www.pr2020.com
  79. 79. www.BeerWorks.com
  80. 80. 2)  iden6fy  key  performance  indicators  (KPIs).
  81. 81. hp://bit.ly/performance-­‐pack
  82. 82. brand leads sales loyalty blogging   social  engagement   events premium  content   lead  nurturing   ver6cal  markets webinars   email  marke6ng   case  studies onboarding  resources   customer  engagement   training/educa6on KPIs ac3vi3es website  sessions   blog  subscribers   social  reach SQLs   demo  requests   free  trials   content  downloads new  customers   COCA   conversion  rates MRR   CLV   rev  run  rate @paulroetzer www.pr2020.com
  83. 83. measure the value of your agency at every stage of the funnel @paulroetzer www.pr2020.com
  84. 84. performance reports @paulroetzer www.pr2020.com
  85. 85. turn  data  into  (ar3ficial)  intelligence www.automatedinsights.com
  86. 86. Image:  Franck  Calzada/YouTube The AP “writes” 10x more earnings reports using Automated Insights technology @paulroetzer www.pr2020.com
  87. 87. @paulroetzer www.pr2020.com
  88. 88. 3)  track  and  report  at  the  campaign  level.
  89. 89. hp://bit.ly/performance-­‐pack every  campaign  is  a  series  of  projects  designed  to  achieve  a  goal
  90. 90. @paulroetzer www.pr2020.com
  91. 91. turn data into intelligence, intelligence into action, and action into measurable outcomes @paulroetzer www.pr2020.com
  92. 92. obstacles create opportunities
  93. 93. lack of education/training consumer behavior social networks technologies channels data
  94. 94. a  case  study  in     performance-­‐driven,  integrated  marke6ng www.pr2020.com
  95. 95. The  organiza6on  sought  to  infuse  its  sales  pipeline  with  new  leads,   segment  and  priori3ze  its  exis6ng  lead  database  of  10,000+   contacts,  drive  short-­‐term  sales  conversions  through  its  web  store,   and  iden6fy  larger-­‐scale  enterprise  sales  opportuni3es. @paulroetzer www.pr2020.com
  96. 96. @paulroetzer www.pr2020.com
  97. 97. •   integrated  strategy   •   database  segmenta6on   •   lead-­‐scoring  system   •   survey   •   premium  content  assets   •   landing  page   •   smart  lead  forms   •   a/b  tes6ng  (email  and  landing  page)   •   social  sharing   •   email  workflows   •   sales  integra6on   •   website  CTAs   •   media  pitches   •   analy6cs @paulroetzer www.pr2020.com
  98. 98. •   1,980+  survey  responses   •   2,470+  ebook  downloads   •   1,720+  new  contacts   •   2,490+  web  store  leads   •   1,170+  enterprise  sale  opportuni3es @paulroetzer www.pr2020.com
  99. 99. paul  roetzer,  @paulroetzer   CEO  |  PR  20/20   author  |  The  Marke6ng  Performance  Blueprint  (Wiley,   2014)  &  The  Marke6ng  Agency  Blueprint  (Wiley,  2012)   creator  |  Marke6ng  Score  &  Marke6ng  Agency  Insider www.pr2020.com

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