marketing decision makers: stop thinking tactics, start thinking campaigns - 2014 ama marketing...

Session one: Marketing decision makers: Stop thinking tactics,start thinking campaigns

© 2013 Capstrat, LLC. All Rights Reserved.

Session Agenda

• Your distractors• Your customer’s distractors• The funnel: Bring order to the chaos• Tools to support your efforts


Where 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


TechnologyEmail 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


Meetings37% 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/ReportsKnowledge 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


YourselvesThe average US adult spends 141 minutes a day using mobile devices. Source: Advertising Age Mobile Fact Pack 2013


What is your customer’s attention focused on?


Inundated with brand messages


Same things as you, and...Fragmentation of media channels


http://avalaunchmedia.com/infographics/history-of-marketing-channels-revisited

http://avalaunchmedia.com/infographics/history-of-marketing-channels-revisited


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


Content on the Internet tripled between 2010 and 2013.Source: GoGlobe & Qmee


90% of all Internet traffic in 2017 will be video.Source: Cisco


Sharing on social media hasdoubled between 2011 and 2013. Source: KPCB


The half-life of a piece of content shared on Twitter and Facebook is 3 hours.(Half-life = 50% of Total clicks) Source: Bit.ly


73% of people surveyed wouldn’t care if the brands they used disappeared from their life. Source: Co.Exist


42% of global marketers say acquiring new customers is one of the top three marketing challenges facing their organization.Source: IBM


It is 6 to 7 times more expensive to acquire a new customer than it is to keep a current one. Source: White House Office of Consumer Affairs


Title Goes Here


These customer distractorscan be opportunity.

But with all of this opportunity comesthe potential inertia of too much...


How can you bring structureto the chaos?

© 2013 Capstrat LLC. All Rights Reserved.

Funnel

• testing/optimization


Sales, New Members, Advocates, etc

The funnel approach

Awareness/Attention

Action

Desire

Interest

Universe of People


Planning/Strategy

Action

Desire

Interest

Universe of PeopleAudience

Segmentation

Awareness/Attention

Account PlanningResearch

PositioningMessagingDelivery


Awareness/Attention


Positioning

MessagingDelivery

Action

Desire

Interest


Segmentation

Awareness/AttentionPublic RelationsAdvertising

Social Media


Interest


Positioning

MessagingDelivery

Public RelationsAdvertisingSocial Media

Action

Desire

Interest


Segmentation

Awareness/Attention

Direct MarketingSearch

Social

Channel MarketingDigital Experience

Native Advertising


Desire


Positioning

MessagingDelivery


Action

Desire

Interest


Segmentation

Awareness/Attention


Social

Digital ExperienceChannel MarketingNative Advertising

InfographicsVideo


Action


Positioning

MessagingDelivery


Action

Desire

Interest


Segmentation

Awareness/Attention


Social

Digital ExperienceChannel Marketing

Videos Infographics

Native Advertising

Conversion OptimizationUser Experience


Relationship cultivation and management

Action

Desire

Interest

Universe of People

Awareness/Attention

Customer Segmentation

Lead Management Strategy

Tactical Execution - Timing - Channels/Tactics

Marketing Content Strategy

Marketing Automation

Analytics

Optimization


Content


Content engine


The campaign stack: A pragmatic approach to marketing

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


Big whooping mistakes

No call to action

Bad timing between air cover and demand generation

Inconsistent message

No training

Not telling Sales

Telling channel partners beforedirect Sales or Field Marketing


Measurement/Analytics

Loyalty

Sales

Attribution

High Value Behaviors

Completion of Task

Likes/Follows

Page/Video Views Time

Spent

Clicks

CTR/CPC

Visits


Analytics framework

OutputsContact/response level

Reach, touch, click

Business Goals Organizational level

Added value

OutcomesPerception andbehavioral level

Knowledge, opinions, attitudes

FrequencyVisits

Site conversionsProminence

Message impactShare of voice

Journalist inquiries…

AwarenessComprehension

RecollectionRecognitionCredibility

Image changesRecommendationsPurchasing intent

Sales...

Revenue/turnoverContracts closedReputation value

Brand valuePrice-earnings Ratio

Market shareStock price

Employee retention...

Impact on tactics/media/channels

Impact on targeted groups

Impact onthe organization


Optimization and testing


Optimization/Testing

Action

Desire

Interest


Segmentation

Awareness/Attention


Tools to support your efforts

• Analytics framework• Conversion funnel worksheet• ROI calculators • Campaign stack• Messaging matrix• Content engine framework


Analytics framework


Conversion funnel worksheet


B2B industry benchmark for lead conversions*

Suspects

* Based on industry averages/benchmark developed by Netprospex

Prospects

Marketing Qualified Lead

Sales Accepted Lead

Sales Qualified Lead

Closed Deals

Avg Size of Sale

2014 Marketing Generated Revenue Goal

$$$$$$

x $$$$

2%

4%

67%

47%

31%Closed Deals

Suspects

Prospects


Sales Accepted Lead



Your conversion funnel worksheet

Suspects

Prospects


Sales Accepted Lead


Closed Deals

Avg Size of Sale

2014 Marketing Generated Revenue Goal

$$$$$$

x $$$$

?%

?%

?%

?%

?%Closed Deals

Suspects

Prospects


Sales Accepted Lead



Return on investment (ROI) calculators


Campaign stack


Messaging matrix


Content engine framework


Enough with the theory...


Thank you

Shane Johnstone. [email protected]. @shanetjohnston

Jon Barlowe. [email protected]. @Jon_Barlow

www.capstrat.com

mailto:[email protected]

mailto:[email protected]

http://www.capstrat.com/deliver

http://www.capstrat.com/deliver