triangle ama marketing workshop

Marketing decision makers: Stop thinking tactics,

start thinking campaigns

https://deliver.capstrat.com/GETMAD

Introductions

Jon Barlow SVP, Group Digital Director jbarlow@capstrat.com LinkedIn: jbarlow

Shane JohnstonEVP, Client Development sjohnston@capstrat.comLinkedIn: shanetjohnston

State of the State

What is the state of integrated marketing communications in your organization?

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...

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What’s 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

Technology

Email down. Password resets. Smartphone not connecting to Exchange. Internet is slow. Etc. Etc. Etc.

Information66% 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

Politics43% 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

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

Fragmentation of media channels

Who is multitasking?

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

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

So why not just focus 100% on digital?

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

Most popular online activities

72% of all internet users are active on social media. Source: Pew Research and KPCB

But, social media extends traditional mediaBut, social media extends traditional media

HP research found that 72% of sources retweeted most were from traditional media

Top 9 Retweeted Users

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…

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Customer experience and journey1. The consumer considers an initial set of brands, based on brand perceptions and exposure torecent 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.

Strengthen your message through media convergence

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How do you help youraudience navigate the chaos of marketing today and provide the

best customer experience?

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Awareness/Attention

Action

Desire

Interest

Universe of People

Sales, New Members, Advocates, etc

The funnel approach to organizing your campaign

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Planning/Strategy

Action

Desire

Interest

Universe of PeopleAudience

Segmentation

Awareness/Attention

Account PlanningResearch

PositioningMessagingDelivery

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Awareness/Attention

Audience

Segmentation

Public RelationsAdvertising

Social Media

Action

Desire

Interest

Universe of People

Awareness/Attention

Account PlanningResearch

Positioning

MessagingDelivery

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Interest

Public RelationsAdvertisingSocial Media

Audience

Segmentation

Direct MarketingSearch

Social Media

Channel MarketingDigital Experience

Native AdvertisingAction

Desire

Interest

Universe of People

Awareness/Attention

Account PlanningResearch

Positioning

MessagingDelivery

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Desire

Audience

Segmentation

Direct MarketingSearch

Social Media

Digital ExperienceChannel MarketingNative Advertising

WhitepapersLong Form Video

EventsWebinar Action

Desire

Interest

Universe of People

Awareness/Attention

Account PlanningResearch

Positioning

MessagingDelivery

Public RelationsAdvertisingSocial Media

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Action

Audience

Segmentation

Long form video

WhitepapersEvents

Webinar

Conversion OptimizationUser ExperienceCall CenterSales Visit

Action

Desire

Direct MarketingSearch

Social Media

Digital ExperienceChannel MarketingNative Advertising

Interest

Universe of People

Awareness/Attention

Account PlanningResearch

Positioning

MessagingDelivery

Public RelationsAdvertisingSocial Media

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2015 Marketers Stress Reportfrom MarketingProfs.com

2015 Marketers Stress Report

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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

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ContentContent strategy

Precision Content Engine

Content strategy starts with “Why” and is organized to convert

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Convergence enhances visibility and mitigates risk

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The campaign stack: A pragmatic approach to marketing

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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

© 2016 Capstrat, LLC. All Rights Reserved.

Big whooping mistakes

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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

2015 Marketers Stress Report

2015 Marketers Stress Reportfrom MarketingProfs.com

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Measure what matters

Analytics is top of mind

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But here’s the irony . . .

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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

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Output

Reach, touch, clickBusiness Goals

Added value

Outcomes

Knowledge, opinions, attitudes

Organization Targeted groups Tactics/media/channels

Total measurement top-down and bottom-up

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Measure everything to optimize and realize marketing ROI

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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

1Few marketers can articulate how the

goals (if any) match the KPIs to the business objectives.

3Many 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

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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

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.

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”

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What can you test?

• Processes/ user workflows

• Landing pages

• Campaigns

• Design

• Content

• Marketing promotions

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The “obvious choice” isn’t always the best.

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Digital Disruption Your marketing strategy

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CMO.com

Navigate the technologies that will have the biggest impact on digital marketing

© 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates. For more information, email info@gartner.com or visit gartner.com.

Gartner for Marketing Leaders provides real-time, personalized digital marketing guidance — from vision through execution. Visit gartner.com/digitalmarketing and follow us @GartnerDigital.

Hype Cycle for Digital Marketing, 2015

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Technology can’t save a bad marketing idea.

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Digital Marketing Strategy Pulling it all together.

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What does a digital strategy contain?

• Audience insights and data analysis

• Strategy framework

• Digital scope of effort

• Implementation and measurement

• Governance

Audience Insights

• Consumer insights

• Data-driven persona development

• Customer journey mapping

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

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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?

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?

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

Most common digital tactics

• Website/Mobile application development

• Digital advertising and SEM

• SEO

• Email/CRM

• Social

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Paid search (PPC), social and display advertising

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Benefits

• Display and PPC benefits

• Cost effective

• Relevant

• Controllable

• Measurable campaign

• People based advertising (Personalization)

• Real-Time

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Organic Search

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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

2015Greater than 1.1 trillion

searches per year

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SEO Benefits

• More targeted traffic

• Higher ROI

• Greater visibility

• Increased accessibility

• Better user experience

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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.

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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

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Five recommendations for social success

• Content is still king

• 4-1-1 rule

• Social signals

• Advocates

• Inbound is not enough

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Permission Marketing

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Permission marketing benefits

• Establish a solid reputation with customers

• Improved reputation and solidified brand image

• Zero in on a niche

• Personal connection

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Implementation and measurement

• Did we make an impact?

• Measurement framework

• Visualize your conversion funnel and look for leaks

• Test and optimize

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.

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Perfect Tool For Digitally Integrated Campaign Management

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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

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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?

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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

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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)

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