why the status quo isn't good enough: aligning & measuring marketing around business impact
TRANSCRIPT
Housekeeping• Feel free to madly scribble notes, but you can also have a copy of this deck• You can also have (for free!) copies of:
• Full Funnel Marketing (my new book)• Our buyer journey mapping template• My award-winning* bacon recipe
• Just send email to [email protected] (or bring me a business card) noting what you want
I am serious about the bacon
Profit Center Marketing
Or keep doing the alternative:
What they think of you
What about control?
Sales & marketing = the same objective
>
>
A widening gap between investment & ROI
According to CEB:
•45% of B2B marketing budgets go to content•84% of marketers expect to increase content spend•Only 45% of marketers think content marketing is working•66% of marketers can’t connect content metrics & business metrics
•Over 76% of respondents believed it was very important for content marketing to be engaging.•Nearly 60% believed it was very important for content marketing to drive action.•Nearly 50% believed it was very important for content marketing to be customized.
Key content marketing elements
Total% 6,7(209)
< $1MAnnual Revenue
(48)
$1M – $10M
AnnualRevenue
(56)
$11M - $50M
Annual Revenue
(31)
$51M +(34)
Content is engaging
76.5%
79.2% 75.0% 77.4% 70.6%
Content drives action
59.8 54.2 59.0 51.7 61.8
Content is customized
48.3 43.8 46.4 54.8 55.9
Reported importance of content marketing elements
Five keys to profit center marketing
• Do the math (quantify what success looks like)
• Create a clear customer profile
• Map the sales and buying process
• Embrace revenue responsibility
• How will you measure it?
Calculating what you need
Enumerating needs by role
One slide to rule them all
Only two sales stages matter
Only two sales stages matter
The buyer’s journey
Leads & Opportunities
A direct line to revenue growth
Keys to Profit Center Marketing
1. Objectives & Alignment2. Reporting3. Culture4. OODA Loops5. Transparency & Empathy6. Accountability
For discussion:• Where are the weak points in your Profit Center
Marketing execution?• Do you have a revenue-accountable culture in your
marketing organization?• Do your peers see it the same way as you?• Pros/cons of your relationship with:
• CFO• CEO• Board• Head of Sales
Final Thoughts• Even if you madly scribbled notes, you can also
have a copy of this deck• You can also have (for free!) copies of:
• Full Funnel Marketing (my new book)• Our buyer journey mapping template• My award-winning* bacon recipe
• Just send email to [email protected] (or bring me a business card) noting what you want
Thank You!Matt HeinzPresident, Heinz Marketing@[email protected]