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?