advanced digital strategies: maximizing marketing roi with … · 2019-03-29 · •leverage...
TRANSCRIPT
Advanced Digital Strategies: Maximizing Marketing ROI With Automated Campaigns & Data-Driven Personalization Jonathan Rowe, Chief Marketing OfficernCino
$1 + Marketing Activities = $100
(Incremental Revenue Spending Attributable to Marketing x Contribution Margin %) - Marketing Spend
Marketing Spend
1. Know Your Channels
2. Understand Your Customer
3. Map the Customer Journey 4. Data Driven Automation
5. Track, Measure, Report, ROMI
How to Maximize Your ROMI
The Data-Driven Strategy
How is Marketing impacting my overall revenue?
What channel brings in themost new prospects?
What results are we seeing from our marketing investment?
1. Know YourChannels
• Identify every channel and touchpoint
• Connect touchpoints to each other, the account, and person
• Leverage customer mapping to create a true buyer journey
• Create a channel attribution model and measure the percentage of revenue for each stage
Channel Attribution Model
Channel Attribution Model
Web
site
40%So
cial
Med
ia30%
15%
Publi
c Re
lation
s
10%Pr
int A
ds5%Av
erag
e / S
um =
100
%
2. Understand Your Customer
A 360-Degree Customer View
P L AYW O R K
L I V E
EXISTING NEW
FA M I LY
I N T E R E S T SS T U D Y
L I V E F R I E N D S
3. Map theCustomer Journey
The Customer JourneyCollege
Graduation
First Job
Auto Loan
Savings Account
Home Loan
The Customer Journey59th
Birthday
Retirement Preparation
Empty Nesters
Travel / Leisure
Grandparents
4. Data DrivenAutomation
Data-driven companies are 23x more likely to acquire customers, 6x more likely to retain those customers, and 19x as likely to be profitable as a result.
Source: McKinsey & Company
Bringing It All Together
Bringing It All Together
5. Track. Measure. Report. ROMI.
Track, Measure and Report
Track, Measure and ReportQ 1 M A R K E T I N G C A M PA I G N
P E R F O R M A N C EQ 1 M A R K E T I N G C A M PA I G N
R E V E N U EC H A N N E L S
105 NewCustomers
$10 MillionRevenue
18
30
54
31
4
15
3
20
2Website
Broadcast Media
Print Ads
Digital Marketing
Social Media
Public Relations
Direct Mail
Business Cards
Seminars / Webinars
Videos
$2.0
$3.0
$0.5$0.3$0.2
$0.1
$0.3
$1mm
$0.2
$2.3
$0.1
1. Maximizing Marketing ROI Starts with the Basics
2. Build Templates & Campaigns that Map the Customer Journey
3. Connect the Data and Channel Dots
4. Create Automatic Triggers for Key Moments
5. Track, Analyze, Report, ROMI
Key Takeaways
$10,000 + Marketing Activities =$1,000,000
QUESTIONS?#fbforum
