7 Pillars of Modern Marketing, Presented by ReachLocal Chief Marketing Officer Todd Ebert at CeBIT Australia 2014. This presentation provides an overview of seven successful marketing strategies businesses need to take advantage of.
Once you have your team you need to map a series of touches to the customer over the course of a period of time.In our case we try 9 touches in 30 days consisting of emails, direct engagement on Twitter or LinkedIn on an area of interest, more emails and then strategically placed phone calls based on insights from the marketing automation system. If they haven’t engaged or turned into a solid lead after the 30 days then we put them back into the database and continue the lead nurture campaign but stop the calls for a period of time so we don’t completely annoy them.
This is an early draft of the funnel score card that we use to track our results. We’ve improved it a quite a bit since then but you can see that we are measuring all aspects of our sales and marketing funnel - from conversion rates all the way down to the lifetime value of a new customer compared to the cost to acquire that customer. Our goal is to get a 3X return on LTV to Cost to Acquire. We’re not quite there yet and are in process of optimizing key elements down the funnel.I’ve listed over 50 here and the trick is to optimize the ones with the greatest impact on your results. That will vary for each of us here in this room but one thing is for sure – optimization is the key to getting ROI since hardly anyone gets everything right the first time.It takes lots of cycles of measuring and optiimizing each aspect. For example….