a marketing strategy to make sense of roi & attribution talk.pdf · brand experience sales/lead...

A Marketing Strategy to make sense of ROI & Attribution

Paul Higgins Head of Marketing

Intn’l managed service providers

Systems integrators

Data network providers

CORPORATE

SME SME champions

Value resellers

PARTNER & CARRIER

TalkTalk Business - Customers & Partners

Employees

500+

50-500

1 -50 SOHO

The challenge – an unholy triangle

The Marketing Answer…?

Integrated contact strategy

Creative Content driven execution

Adding Value to the Business

Own the Customer Segments

Delivering ROI & Understanding

Attribution

Integrated Contact Strategy

Integrated contact strategy

Landing pages (Segmented)

Marketing automation (Eloqua)

Analytics (Google, VisiStat, DoubleClick)

CRM (Salesforce.com)

Segmented content

Premium content (e-books)

Videos and infographics

Web apps and tools

Phone (Dynamic NGN)

Live chat

Availability checks

Web forms (content reg)

E-mail D-mail Twitter LinkedIn Fllickr YouTube Slideshare Display

ads Behavioral

ads

Mobile (SMS)

Blogs Social

ads PPC

Mobile ads

Inbound (advertising) Inbound (social and PR) Outbound (direct)

Seminars Events

Outbound (off-line)

SEO

Integrated campaigns (SME, Corporate and Partner)

Brand experience Sales/lead generation

Lead scoring Explicit & Implicit

Lead Nurturing

to MQL

Pass to sales

Leads

E-mail Re-

targeting

Buyer journey

Blogs

Comparison sites

Review sites

Social media

Online journals

Search

Info

grap

hic

s

Art

icle

s

Vir

al v

ideo

s

Pre

sen

tati

on

s

E-b

oo

ks

New

slet

ters

Po

dca

sts

Web

inar

s

Wh

ite

pap

ers

Dem

os

Tren

d r

epo

rts

Feat

ure

gu

ides

Cas

e st

ud

ies

Test

imo

nia

ls

An

alys

t re

po

rts

Pri

cin

g gu

ides

Awareness

Create demand

Interest

Search begins

Learn

Solutions identified

Evaluate

Solutions evaluated

against needs

Suspect Prospect MQL* SAL (telesales)

Justify

Shortlist assembled

SQL (acct man)

Purchase

Selection made

Customer

Marketing (Brand contact) Sales (Personal sales contact - nurturing process still automated)

6-12 month buying cycle

EFM

Channel Integration (PAID media)

Channels accessed on conversion journey

Channels that contribute to conversion

Approx 35%

of conversions

from Affiliate

and display

Creative Content Driven Execution

Needs analysis content plan

Personas needs against buying process

What questions will they ask?

How do we answer the question?

What type of content and format is relevant?

Where do we share that content?

Web site user journeys

Web site information architecture (Paper prototyping)

Campaign examples

Google PPC ad

Web site

Infographic

YouTube and Twitter

Campaign landing pages E-book (Light Read)

Own the Customer Segments

Customer Segments

Open & Good status Accounts

1 – 10 Employees

> 500 Employees

SML CORP

Spend > £750

Spend > £5000

1 Site

< £40 Spend

Residential Flag

Spend <=£40

SOHO

> 10 Sites

Spend >£2000

ENTERPRISE

> 100 Employees

> 10 Sites

Spend > £1000

Else

SME

Major Sub Segment = 30 TAMs = 539 Field Account Managed = 523

Platinum 2k Mid 16k Low 25k Basic 20k

Contacts not Customers

Technical buyer

(CIO)

Economic buyer

(Finance Director) Implementer buyer

(Operations Director)

Decision maker

(Managing

Director/CEO) Cause buyer

(IT Manager)

Business buyer

(Procurement Manager)

Contacts not Customers

Understand their world

How they search for products and services

Where they source information

When they enter the buying process

Issues and needs they have

Customer persona: Technical Buyer

Proving & Adding Value

Eloqua dashboards

reporting dashboard

Salesforce, end to end reporting dashboards

Management reporting examples

//

Strategy at a glance

Perception / Reality

Comp Environment

Quant Research

Quant Research

Quant Research

Creative Platform Contact Strategy Marketing Activities

TalkTalk Business Strategy

TalkTalk Business Brand Strategy

Portfolio | Brand Identity Map | Personas | Messaging

new brand dialogue model

Q1 Q2 Q3 Q4

High impact campaigns

Push

Pull

Social campaigns Inbound campaigns

Campaign Platform

awareness content

What’s your business grade?

POEM campaign model

Awareness content

(Connectivity e-book)

OWNED

Landing page

PAID

“connectivity”

PPC (long-tail keywords)

Display ads

Social recommendations (Google +1)

Traffic from social sharing (likes, re-tweets, etc)

Connectivity blogs & supporting content

TTB social channels

Push Push

Traffic

Promote

EARNED

Shares

Take Outs

1. You have to start somewhere – you can’t integrate or attribute without a set of activities

2. Pick your ‘lead’ currencies and report them – good or bad!

3. Always link the Marketing plan back to the business goals and strategy

4. Be bold in your approach – take ownership of the customer

5. Creativity can be a forgotten ingredient – engagement and therefore ROI grows

6. Technology plays a huge part – provides the steel thread between great activity and clarity of revenue performance

Questions?