Be an ROI guy (gal) Content + Data + Customer Relationships = ROI

@tkahlow @BOLoptimized

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Why Big Data? Why now?

Pace of change… +  Companies: Large and small… +  Industries: Old & young +  Customers: b2b, b2c, male or female, rich or poor… +  Change, big change…

Greatest Company Asset…

Customer Relationship

Enterprise Value Paradigm

Not Product

Not IP

Not Brand

Age of the Customer “Empowered buyers, disruptive digital

innovations…erase traditional competitive advantages…the next wave will come from deep

customer knowledge, engagement tied to the buyer's timing, and actions based on an obsessive desire to deliver what your customers want before

your nearest competitor does.”

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I’m Thad Kahlow @Tkahlow

+  CEO BusinessOnline +  14 years Digital Marketing

+  B2B/B2C High Consideration- lead to sale

+  B2B Magazine Interactive Agency year +  Top Agency: 3 Consecutive years…

+  Thrilled to be here today!

Allow me to

Digress…

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CEOs operate in a substantially more

“volatile, uncertain and complex world”

-IBM Study, face-to-face conversations with more than 1,500 CEO’s worldwide.

CEO: New normal

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Re-Invent Customer Relationships: + Adopt new channels to engage & stay connected with customers. + Draw more insight from data…make customer intimacy priority #1

Solution

CEO

“CEOs believe #1 goal is to get closer to customer”

-IBM Study, face-to-face conversations with more than 1,500 CEO’s worldwide.

 

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Deliver Value to Empower Customers + Digital revolution- forever changed

balance of power between individual & institution

Foster Lasting Connections + Cultivate meaningful relationships…

throughout life cycle Capture Value, Measure Results + Justify financial results

Solution

CMO

Simplify please…

Why Data?

Why now?

Because…

Customers have control & fundamentals

have changed…

Barriers to entry are minimal,

competition can enter and win quickly…

Customer Relationships become our largest asset

Data is introduction,

enabler & insight

As Content Marketers… Job to create useful content that builds relationship

Ultimately, measured to business outcomes

Win with Data

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Programs & Content that

efficiently and effectively

generate leads/conversions that turn into sales…

Majority of marketers do not

know which programs &

content produce leads/conversions

that turn into sales.

The Primary

Marketing Challenge

yet

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Customer Journey

Validated Score

Attribute

Personalize

Close the Loop

Close the Loop

Attribute Success

Drive Business

Performance

More Effective

Sales

Strategy Starts

Data Framework

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Map

Company Buying Journey (useful content)

+  

+  Data  

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SEO

Digital Marketing Activities Align Customer Buying Journey

EXPLORE EVALUATE PURCHASE EXPERIENCE CBJ

CUSTOMER

CONTENT

CONNECT

+

Video

Infographic

Blog/Text

CFO

VPM

Nurture to sale

Influence new Key Decision Makers

CIO

Social

Marketing Automation

Video Infographic Webinar Blog/Text

VPM

DMM

Marketing Automation

1-1 Engagement & Nurturing

Align TL to Differentiation

Remarketing

CRO

Amplify Customer WOM

Blog/Text

DMM

VPM

Social Proof Persuasion Sharing

Marketing Automation Social

Video Video

Infographic Webinar Blog/Text

DMM

Thought Leadership (TL) Builds Trust

SEO

PPC

Paid Social

Content Marketing

Display

Precision Advertising- Create Demand

Create USEFUL CONTENT to solve customers specific needs

Understand the needs of your CUSTOMERS throughout the CBJ

SEO PPC Display

CONNECT your customers with that content

“Great marketers focus on people… their needs, behaviors, intentions, wants… Avoiding

the shiny temptations of marketing solely to things – like devices, channels, technologies.

Never been more critical… Staying focused on the people and motivations…marketers can catch an incredible wave of opportunity.”

Close the Loop Step 1

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Awareness  

Engagement  

Conversion  

SALE  

Awareness: PPC , SEO, Display, Social, Email…

Usage Engagement: Bounce, Page Views, Visits, Frequency

Content Engagement:

Newsletters, Blogs, Videos, Webcasts, product pages

Conversion: Request a quote, contact, dealer locator,

initiated lead, completed lead, registration, #800

Measured in isolation: - Single Channel to Lead : CPL

- Silo Engagement: Avg page views

Common

Approach to Measurement

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“Visitorize”

w/ Connected Common Key

Web  Analy+cs  

+  Marke+ng  Automa+on   +  CRM  

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Across Channels, Campaigns & all Content Connected Data

Web  Analy+cs   Business  Systems   Channel  Data  

Customer  Intelligence  

+  Customer Insights drive Business Performance: +  Connect + collect data at the individual level, unearth customer insights +  Performance attribution: channels, content, distributor, offer, etc… to a sale. +  Cut what’s not working, reinvest in what is- improve ROI. +  Grow scale, efficiency and effectiveness

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Greater Business Outcomes @ Scale Data = Customer Intelligence

Personalize: > Engagement & Conversions +  Website, Landing Pages, email, SMS +  CMS & Marketing Automation

CMS  

Self Learning Algorithm +  > Sales,> Data… +  > Outcomes w/Scale

+  Customer Intelligence (DB) +  Connect + Collect individual data +  Connected Marketing Systems

Sales Insights & Incentives +  Focus: “Likely to Buy” +  Alerts: Sales Prioritization

Effective Advertising: > Marketing ROI +  Cut = not producing sales +  Reinvest in = sales

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FROM: + Targeted Impressions: ~9M + CTR 1%–2.5% + CPC: Avg $1.20 + Qualified Visitors: 100ks + Lead Conversion: Avg ~7% + Cost Per Lead: $20 CPL

Digital & Business Key Metrics Example

A mature digital presence with Closed Loop Insights…

To: +  Lead to Qualified Lead: 10% +  Lead to Sale: ~4% +  Cost Per Sale: $600/p +  AOV: $25,000 +  Sales: $20M on $1M Cost +  Marketing ROI: 2,000+%

What content produced Sales?

“…companies are seeing an average 15-18% Lift in Revenue…

As result of implementing closed-loop & Optimizing”

- Tina Moffett, Attribution Analysts Forrester Research

Attribute Success Step 2

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Type  

Approach  

Single Touch Assigns 100% credit to the last or first exposure ü  First/Last Touch

100%  

Rules-Based Assigns credit to each interaction based on specific business rules

ü  Even Weights ü  Custom Weights ü  Time Decay ü  Positioned Based

Display  E-­‐Mail Search  

33%   33%   33%  

Statistically Driven Assigns credit to each interaction based on a data driven model

ü  Regression Model ü  Probabilistic Model ü  “Validated

Engagement Factors”

Display  E-­‐Mail Search  

27%   49%   24%  

Basic                        Advanced  

Primary

Attribution Model Types

Validated Engagement Factors (Statistically modeled)

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VEF

“Historical review of past behavior… to improve future outcomes”

Validated Engagement Factor

10  -­‐  100’s  Successful  Outcomes  

Validated  Engagement  

Model  x   =  +  

Data  Collected  &  Connected  

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Five Steps Validated Engagement Factors

3. Aggregate past (50+) clients- create statistically significant = validated

Path to Success 2. Determine path to success: what did prospects do before they became clients?

1. Close the Loop: Data house in order: web activity + marketing automation + CRM (sale) in Data Warehouse

Closed Loop

Skip?  

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4. Normalize Connected Data: +  Time: Analyze engagement activity over time (12mos) +  Normalize: Create a Normalized engagement score across all

customers = 100 (mean) +  Analyze for Statistically Relevant Insights: Lead engagement

scores > 100 Score = +  “demonstrating higher likelihood to buy”

5. Turn Insights into Business Opportunities +  Content personalization +  Remarket +  Click to chat +  Sales alerts/out reach

Validated Engagement Factors Five Steps (Cont) Skip?  

Company Attribution

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+ Typically measured @ individual level -YET-

+ KNOW B2B has multiple influencers in buying journey

+ For Every known lead, we can have 10+ unknown visitors + Measure, analyze and optimize opportunities at the

company level

Company Attribution Skip?  

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7 vs. 173 = +24x More successful

Example

Individual vs. Company Skip?  

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0

200

400

600

800

1000

1200

1400

1600

1800

Month  1 Mo.  2 Mo.  3 Mo.  4 Mo.  5 Mo.  6

Analysts

Marketing

IT  Team

C-­‐Level

Engagement  Score

Most of these stakeholders were anonymous

B2B Sales Funnel

Stakeholders in Buying Process Skip?  

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General experience Personal experience Convert Increase sales

SALE  

+  Someone in your role +  In your industry +  At this stage of buying journey +  Looking for to solve this specific problem +  Has found this piece of information valuable +  All based on past success events

Personalize to role/need Amazon for B2B/ B2C High Consideration

Skip?  

Drive Business Performance Step 3

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FROM: + Targeted Impressions: ~9M + CTR 1%–2.5% + CPC: Avg $1.20 + Qualified Visitors: 100ks + Lead Conversion: Avg ~7% + Cost Per Lead: $20 CPL

Digital & Business Key Metrics Example

A mature digital presence with Closed Loop Insights…

To: +  Lead to Qualified Lead: 10% +  Lead to Sale: ~4% +  Cost Per Sale: $600/p +  AOV: $25,000 +  Sales: $20M on $1M Cost +  Marketing ROI: 2,000+%

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Effectiveness Sales  

+  Give sales the right information to close more business in less time

+  Sales alerts +  Predict who will buy

in the future +  validated

engagement scoring +

Establishes predictable, efficient sales path that takes less time

SALE

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Future…

Predictive Modeling

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Thank You

Data Education

+  Data Maturity Model +  White Paper: Closed Loop Marketing Attribution

+  Webinar: Close the Sales & Marketing Loop

@tkahlow

@BOLOptimized

thad.kahlow@businessol.com

@BOLoptimized

Our Formula User Centered & Data Driven

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Framework Strategic

Model  Financial  Success  

Closed    Loop  Data  Solu+on  

Company  Buying  Journey  

Strategy  &  Plan  

Digital  Marke+ng  Execu+on  &  Op+miza+on  

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Improved Business Performance Model Financial Success

+  < $7,000 Cost/ SAL +  >51 SAL/Mo

+  $7M Enterprise Sales/Mo

+ Prove and Improve ROI

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Customer Journey

Validated Score

Attribute

Customize

Close the Loop

Close the Loop

Attribute Success

Drive Business

Performance

Greater Sales

Data Solution Framework

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Map & Plan Company Buying Journey

+  

+  Data  

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Digital Marketing Campaigns & Activities Align

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Improved Business Performance Model Financial Success (Example)

+ Cost per SAL < $7K +  12 Closed Won (AOV $650k) + Sale = $90M/yr, Costs = $12M/yr

Closed Loop Data Solution Pillar #2

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We Extract Insights from Data Data Solution

+  We identify insights from multiple data sources to clearly communicate performance at the channel, campaign, and content level

+  We let your team focus on business decisions instead of wading through low-level marketing analytics data

+ Focus on customer activities that sell and clearly demonstrate the impact of marketing to the bottom line

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Deep Customer Insights Connected Data

Web  Analy+cs   Business  Systems   Channel  Data  

Customer  Intelligence  

+  Customer Insights drive Business Performance: +  Connect + collect data at the individual level, unearth customer insights +  Performance attribution: channels, content, distributor, offer, etc… to a sale. +  Cut what’s not working, reinvest in what is- improve ROI. +  Grow scale, efficiency and effectiveness

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Greater Business Outcomes @ Scale Validated Engagement Factors

Effective Advertising: > Marketing ROI +  Cut = not producing sales +  Reinvest in = sales

Personalize: > Engagement & Conversions +  Website, Landing Pages, email, SMS +  CMS & Marketing Automation

CMS  

Self Learning Algorithm +  > Sales,> Data… +  > Outcomes w/Scale

+  Customer Intelligence (DB) +  Connect + Collect individual data +  Connected Marketing Systems

Sales Insights & Incentives +  Focus: “Likely to Buy” +  Alerts: Sales Prioritization