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Content Management & Web Analytics Theatre; Becoming a revenue centric digital marketer
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Content Management & Web Analytics Theatre; Becoming a revenue centric digital marketer

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  • A business outcome is a measurable activity that has a quantifiable impact on revenue. All businesses’ have the goal of building brand awareness, increasing conversions, furthering engagement, and personalizing the experience to each customer. And all want more customers. Most organizations also measure business outcomes unique to their industry. For example, Colleges and Universities will want to increase applicants, and Non-Profits and Associations will want to increase memberships and donations.
  • After defining the desired business outcome, the challenge, of course, is actually achieving that outcome. A business wants to generate more leads, but is facing low conversion rates. A nonprofit is trying to increase memberships and donations, but their website isn’t engaging. A government website wants to offer self-service features, but visitors can’t easily find the information they need. A university site renders poorly on a Smartphone and tablet, so mobile visitors choose to visit another school’s site.These pain points are not new. If your customers can’t accomplish their goals …
  • Story of Billy Beane and the 2002 Oakland A’s.Yankees had a $125 payrollOakland had $41mSpeculationHiPPO (Art Howe)
  • a result is called statistically significant if it is unlikely to have occurred by chance.
  • Transcript

    • 1. Connect Content to RevenueBecoming a Revenue Centric Digital Marketer #ektron Adam Smith Director, Product Marketing adam.smith@ektron.com @DrDesmo
    • 2. Agenda1. The case for becoming a revenue centric digital marketer2. Five steps to connect content to revenue3. About Ektron4. Resources and next steps5. Questions
    • 3. Why Connect Content to Revenue? 1. Current worldwide economic environment demands revenue growth 2. Marketing leaders being held accountable for revenue
    • 4. Revenue is the top Marketing Priority Q: From among the following, what do you expect your organizations top three marketing priorities to be? Acquiring new customers 74% Increasing market share 42% Improving customer retention 40% Supporting sales 34%Improving the customer experience 30% Preparing for growth 25%Increasing customer share of wallet 20% Improving brand loyalty 17% More online marketing activities 12% Implementing marketing IT systems 6% Other 2% 0% 20% 40% 60% 80% Sum of mean percentages of top three Source Gartner
    • 5. Achieve Business OutcomesTo Build Revenue a measurable activity that has a quantifiable impact on revenue
    • 6. Exercise:Identify the business outcomes that move theneedle for your company
    • 7. How to Connect Content to Revenue Content Websites, landing pages, microsites
    • 8. Web Content Managementfor Digital Marketers Management Web Content Deploy
    • 9. How to Connect Content to Revenue Context Behavior, device, social graphs, environment, location Content Websites, landing pages, microsites
    • 10. If Content is King. Context is Queen.• Content is King
    • 11. Where does context come from? Source Site Behavior  Referring domain Context  Search keyword Product interest Visit patterns  Traffic type Previous purchases Campaign responses Social Graph  Twitter  Facebook  LinkedIn Environment  Google Location Time zone Device type CRM Browser  Salesforce  Dynamics
    • 12. How to Connect Content to Revenue Experience Websites, mobile devices, communities, landing pages, email Context Behavior, device, social graphs, environment, location Content Websites, landing pages, microsites
    • 13. Customer journeys happenacross channels
    • 14. August 2011 “Harnessing The Convergence Of Customer Experience Management Solutions” Delivering Cross Touchpoint Customer Experiences Drives Need For New Capability
    • 15. How to Connect Content to Revenue Optimization SEO, personalization, conversion rate optimization Experience Websites, mobile devices, communities, landing pages, email Context Behavior, device, social graphs, environment, location Content Websites, landing pages, microsites
    • 16. Personalization isn’t happening
    • 17. Example: Flights to London
    • 18. Where’s Boston? Where’s London? Useless promotion
    • 19. Relevant imagery Pre-selectedLondon destination Pre-selected Boston origination
    • 20. Types of Conversion Rate Optimization■ A|B Testing ■ Test Broader Page Concepts ■ “Low Hanging Fruit” ■ Lower Traffic Requirements ■ Difficult to Control External Factors■ Multivariate Testing ■ More Learning ■ More Complexity, Planning, Traffic
    • 21. Which Test Won? A B A) Delivered 18% more purchases Source: whichtestwon.com
    • 22. “Continuous improvement is better than delayed perfection” – Mark Twain
    • 23. How to Connect Content to Revenue Business Outcome Sale, Page View, Member, Lead, Admission, Donation Loyalty, Awareness, Reputation, Advocacy OptimizationSearch engine optimization, personalization, conversion optimization Experience Websites, mobile devices, communities, email Context Behavior, device, social graphs, environment, location Content Websites, landing pages, microsites
    • 24. Lead generation at Lloyds TSB■ Full range of banking and financial services■ 5th largest bank in Europe■ Results: ■ 90% increase in visitors ■ 150% increase in leads ■ 30% increase in visitor to registered lead conversion rate
    • 25. Ad revenue & engagement atNASDAQ■ Largest U.S. electronic stock market5■ Results: ■ Grew community by 3000% ■ Tripled ad revenue
    • 26. Revenue growth at Valassis■ Leading Media & Marketing Services Company■ Results: ■ Decreased publishing time by 30% ■ Doubled conversion rates on key CTAs
    • 27. About EktronEktron empowers organizations to fully realize their digital marketingpotential by connecting content to revenue■ Founded in 1998■ Headquarters in Nashua, NH ■ - Worldwide Offices in Australia, Canada and the United Kingdom ■ - Regional Offices in Denver, Richmond and San Francisco■ 270+ Employees■ Over 3,000 customers and 12,000 sites including The Home Depot, Kodak, Microsoft, and NASDAQ
    • 28. MissionEmpower Marketers to Connect Content to RevenueProvide the most Empower marketers toscalable, extensible, mobile, create contextually partner friendly, .NET WCM relevant customerplatform for the Enterprise experiencesDeliver a Create vibrant socialseamless, social, cross- communities forchannel shopping employees and customers.experience
    • 29. Resources + Next Steps■Slides available at http://slideshare.net/ektron■Webinar recording available shortly onhttp://ektron.com■Suggested reading - http://whichtestwon.com■Follow @ektron & @DrDesmo on Twitter■We have an eBook available for attendees –stop by our booth to register (right outside!)■Sign up for a personalized demonstration athttp://ektron.com
    • 30. Summary■ Marketing must be viewed as a profit center, not a cost center■ Connecting Content to Revenue requires: ■ A strong platform for managing content ■ Context for understanding ■ The ability to deliver experiences across all digital channels ■ Processes for ongoing optimization ■ The ability to tie content to the business outcomes that move the needle for your business
    • 31. Questions? Continue the conversation at #ektron