marketing decision makers: stop thinking tactics, start thinking campaigns - 2015 spring ama...

Marketing decision makers: Stop thinking tactics,start thinking campaigns

© 2015 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



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



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



The IndustryChasing the next Big Thing.


Technology can’t save abad marketing idea.


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


These customer distractorscan be opportunity.

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


How can you bring structureto the chaos?

© 2015 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 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 videoWhitepapers

EventsWebinar

Native Advertising

Conversion OptimizationUser ExperienceCall CenterSales Visit


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


Measure what matters.


Measurement/Analytics

Loyalty

Sales

Attribution

High Value Behaviors

Completion of Task

Likes/Follows

Page/Video Views Time

Spent

Clicks

CTR/CPC

Visits


OutputReach, touch,

click

Business GoalsAdded value

OutcomesKnowledge,

opinions, attitudes

Organization Targeted groups Tactics/media/channels

Total measurement


Back up your data with more data

Secondary research adds new dimension to your existing data and supports your insights. Tools you can use:

• Google Trends• Yahoo! Clues• eMarketer• comScore• Forrester• Nielsen


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


Where to start?

Action

Desire

Interest


Segmentation

Awareness/Attention


Testing tools

www.conversion-rate-experts.com/split-testing-software/

http://www.conversion-rate-experts.com/split-testing-software/

http://www.conversion-rate-experts.com/split-testing-software/


The role of marketing automation


What is marketing automation?

Marketing automation is software that automates your marketing efforts. As a result, your sales and marketing teams can work in tandem with one another.


Marketing automation features

This allows many marketing practices to take shape, including:

• Lead generation (Create interest in product or service)• Segmentation, dynamic content, personalization (divide target

market into subset of customers with common variables)• Lead nurturing (process use to build relationship)• Lead scoring (methodology to rank prospects)• Relationship marketing (emphasize customer retention & satisfaction)• Customer retention (loyalty)• ROI measurement (investment vs revenue)• Landing page A/B testing (refinement of message)• Anonymous visitor tracking (user tracking)


Marketing automation benefits

• Businesses of all sizes can properly utilize marketing automation.

• It increases the operational efficiency of your business while driving revenue.

• Better leads = increased business and revenue


Tools to support your efforts


Measurement 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

2015 Marketing Generated Revenue Goal

$$$$$$

x $$$$

2%

4%

67%

47%

31%Closed Deals

Suspects

Prospects

Marketing Qualified Lead

Sales Accepted Lead

Sales Qualified Lead


Creative Brief


Messaging matrix


Content engine framework


Campaign stack


Return on investment (ROI) calculators


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

marketing decision makers: stop thinking tactics, start thinking campaigns - 2015 spring ama...

Marketing

marketers time

employee time

customers distractors

primary time waster

internet traffic

yourselvesthe average

mobile devices

advertising revenue