marketing decision-makers: stop thinking tactics, start thinking campaigns

Integrated Marketing Communications Strategic Development and Tactical Implementation

#IntegratedMarketing

© 2015 Capstrat, LLC. All Rights Reserved.

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...


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...

#IntegratedMarketing Landing Page: www.deliver.capstrat.com/integratedmarketing

http://www.deliver.capstrat.com/integratedmarketing


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



© 2015 Capstrat, LLC. All Rights Reserved.© 2015 Capstrat, LLC. All Rights Reserved.

Technology

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



Information 66% 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



© 2015 Capstrat, LLC. All Rights Reserved.© 2015 Capstrat, LLC. All Rights Reserved.

Resistance

Only 30% of change programs succeed.Source: John Kotter



How do we move away from this typical scenario?


Setting Accurate Measures How did you do? How do you know?



Output Reach, touch,

click

Business GoalsAdded value

Outcomes Knowledge,

opinions, attitudes

Organization Targeted groups Tactics/media/channels

Total measurement



The total measurement framework

Measurement frameworks help visualize strategic initiatives for every marketing objective, and how each will be measured to prove success.



Measure what matters.



Measurement/Analytics



Measurement/Analytics

Loyalty

Sales

Attribution

High Value Behaviors

Completion of Task

Likes/Follows

Page/Video Views Time

Spent

Clicks

CTR/CPC

Visits


The Funnel Getting Your Audience From Point A to Point B



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 Media

Channel MarketingDigital Experience

Native Advertising



Desire


Positioning

MessagingDelivery


Action

Desire

Interest


Segmentation

Awareness/Attention


Social Media

Digital ExperienceChannel MarketingNative Advertising

WhitepapersLong Form Video

EventsWebinar



Action


Positioning

MessagingDelivery


Action

Desire

Interest


Segmentation

Awareness/Attention


Social

Digital ExperienceChannel Marketing

Long form video Whitepapers

Events Webinar

Native Advertising

Conversion OptimizationUser ExperienceCall CenterSales Visit



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

2015 Marketing Generated Revenue Goal

$$$$$$

x $$$$

2%

4%

67%

47%

31%Closed Deals

Suspects

Prospects

Marketing Qualified Lead

Sales Accepted Lead

Sales Qualified Lead



Content



Content engine


The Campaign Stack: Mapping communications to maximize coverage



Air Cover

Demand & 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

The Campaign Stack: A pragmatic approach to marketing


© 2015 Capstrat LLC. All Rights Reserved.

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


(Multi) Media: Viewing the landscape



Media continues to converge



Integration enhances visibility and mitigates risk

PA I D M E D I A

Strengths

Visibility

Weaknesses

Credibility

O W N E D M E D I AControl Visibility

E A R N E D M E D I ACredibility Control

Visibility

Control

Credibility

Visibility

Credibility Control

Less More


Where does digital fit in? Digital Communications



CMO.com


Technology can’t save a bad marketing idea.

PAID

OWNED EARNED


RESEARCH AND INSIGHT

AUDIENCE

PAID

OWNED EARNED


CONTENT

INBOUND MARKETING

OUTBOUND MARKETING


AUDIENCE

PAID

OWNED EARNED

CONTENT

INBOUND MARKETING

OUTBOUND MARKETING




AUDIENCE

PAID

OWNED EARNED

CONTENT

INBOUND MARKETING

OUTBOUND MARKETING

DESTINATIONS COMMUNICATIONS

MEASUREMENT AND OPTIMIZATION #IntegratedMarketing


AUDIENCE

PAID

OWNED EARNED

CONTENT

INBOUND MARKETING

OUTBOUND MARKETING

DESTINATIONS COMMUNICATIONS

MEASUREMENT AND OPTIMIZATION

Destinations Digital Experiences



Origins of Capstrat Digital



And then a few things happened...



Pay attention to mobility, context and content



Use current technology



Ensure measurable



The Website has become the Web Experience.


Communications Outbound and Inbound Marketing



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



Most popular online activities

Social is closing in, but email and search are still

really strong.



But, when talking about mobile users...



Measurement, optimization and testing



A/B/split testing and multivariate testing (MVT)



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”



What can you test?

Processes/ user workflows

Landing pages

Campaigns

Design

Content

Marketing promotions



Thank you www.deliver.capstrat.com/integratedmarketing

Shane Johnston e. [email protected] t. @shanetjohnston

Jon Barlow e. [email protected] t. @Jon_Barlow


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