Download - Be an ROI Guy (or Gal)
Be an ROI guy (gal) Content + Data + Customer Relationships = ROI
@tkahlow @BOLoptimized
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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.”
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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…
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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.
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Customer Journey
Validated Score
Attribute
Personalize
Close the Loop
Close the Loop
Attribute Success
Drive Business
Performance
More Effective
Sales
Strategy Starts
Data Framework
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Map
Company Buying Journey (useful content)
+
+ Data
18
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
“Visitorize”
w/ Connected Common Key
Web Analy+cs
+ Marke+ng Automa+on + CRM
23
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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
24
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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
25
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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)
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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?
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
+ 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?
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
7 vs. 173 = +24x More successful
Example
Individual vs. Company Skip?
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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?
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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
39
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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+%
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Future…
Predictive Modeling
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Thank You
Data Education
+ Data Maturity Model + White Paper: Closed Loop Marketing Attribution
+ Webinar: Close the Sales & Marketing Loop
@tkahlow
@BOLOptimized
@BOLoptimized
Our Formula User Centered & Data Driven
46
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Framework Strategic
Model Financial Success
Closed Loop Data Solu+on
Company Buying Journey
Strategy & Plan
Digital Marke+ng Execu+on & Op+miza+on
47
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Improved Business Performance Model Financial Success
+ < $7,000 Cost/ SAL + >51 SAL/Mo
+ $7M Enterprise Sales/Mo
+ Prove and Improve ROI
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Customer Journey
Validated Score
Attribute
Customize
Close the Loop
Close the Loop
Attribute Success
Drive Business
Performance
Greater Sales
Data Solution Framework
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Map & Plan Company Buying Journey
+
+ Data
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
50
Digital Marketing Campaigns & Activities Align
51
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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
53
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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
54
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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
55
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
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