7 Pillars of Modern Marketing

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My view on 7 fundamental pillars of marketing.
1. Mindset - always be helping
2. Usefulness - marketing so useful people would pay for it
3. Trio of Owned, Earned, Paid Media
4. Marketing Automation
5. "Smarketing" - Integrated Sales & Marketing team
6. Continuous Measurement, Testing & Optimization
7. Product that markets itself

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7 Pillars of Modern Marketing

  1. 1. 1 Permission statement here 7 Pillars of Modern Marketing Todd Ebert CMO
  2. 2. 2 Permission statement here First, Let’s Start with The Customer
  3. 3. 3 Permission statement here The Customer is in Control Now! Self-serve, self-educate via 10+ sources of information Sources: Google ZMOT, 2011 CEB study Complete 60% of purchase decision before contact
  4. 4. 4 Permission statement here So how do you attract and win them now?
  5. 5. 5 Permission statement here 1. Change in mindset
  6. 6. 6 Permission statement here What’s Your Mindset? Wanted Educates Provides unique insights Solves their problems Always Be Helping Unwanted Interrupts, irritates Kills trust Hurts brand Always Be Closing
  7. 7. 7 Permission statement here Jay Baer @ Dallas Social Media Club Jan 2014
  8. 8. 8 Permission statement here 2. Marketing so useful they’d pay for it
  9. 9. 9 Permission statement here Level 1 – Useful / Educational / Shareable Content Ebooks Insights Infographics
  10. 10. 10 Permission statement here Level 2 – Useful Apps & Utilities
  11. 11. 11 Permission statement here Level 3 – Freemium Products
  12. 12. 12 Permission statement here 3. Trio of Owned, Earned & Paid Media
  13. 13. 13 Permission statement here Need All 3 Working Together to Drive Results
  14. 14. 14 Permission statement here Build Educational Content Hubs www.dontleakleads.com.au
  15. 15. 15 Permission statement here Content Type Monthly Blog Posts 12 eBooks 2 Infographics 1-2 Social Posts 200+ Testimonial Videos 4 Premium Content Emails 2 Newsletter - Local Marketing Minute 1 Reputation – Reviews 5-10 PR Bylined Articles 2-3 Product/Expert Videos 1-2 How To Guides 5 Feed it with Fresh Content “Three-fer” 1. SEO / Inbound 2. Sales Sharing 3. Nurture Campaigns
  16. 16. 16 Permission statement here 4. Marketing automation
  17. 17. 17 Permission statement here Awareness Campaign Shopper Campaign Buyer Campaign Automated Lead Nurturing Based on Prospect Actions
  18. 18. 18 Permission statement here Great Content Is Essential
  19. 19. 19 Permission statement here Smart Follow-up Based on Lead Scoring & Insights
  20. 20. 20 Permission statement here 5. Integrated sales & marketing [truly]
  21. 21. 21 Permission statement here Integrated conversation with the client from beginning to close and beyond Together, Not Separate “Smarketing”
  22. 22. 22 Permission statement here Dedicated Smarketing Team Key Roles •  Online marketing •  Content marketing •  Channel marketing •  Sales ops •  Data specialist •  SFDC administrator •  Marketo administrator •  Lead intake •  Inside sales § One mission & charter § One set of SLAs § One set of KPIs § One feedback loop § One dashboard Jointly accountable & rewarded 1
  23. 23. 23 Permission statement here 0 2 5 8 9 14131110 17 21 22 24 4030 - ?27 91 SMB visit’s ReachLocal.com, downloads ebook SME Both Nurture email with guide about website mistakes SE listens to social & engages SE uses tool to send email with unique insight Checks tool. Triggering Marketo lead score SE calls after seeing lead in SFDC SE email with video & webinar about Edge Watches video & checks # pages on blog/website SE calls Nurturing email with Edge differentiation First meeting Nurture email with Edge case/testimonial in vertical SMB replies with questions 2nd meeting – SE uses SN to close AE coordinates Edge go-live Calls AE with questions Buys LiveChat ReachLocal SMB signs agreement SE sends thanks email SE email thank you and proposal from SFDC SE schedules 2nd meeting SMB agrees to meeting SE emails appointment confirmation Integrated “Smarketing” Touches – 9 in 30 90AE uses insights from Edge to send upsell email about need for LiveChat
  24. 24. 24 Permission statement here 6. Continuous measurement, testing & optimization
  25. 25. 25 Permission statement here Optimization Is Everything & Everything is Optimized •  PPC •  SEO •  Retargeting ads •  Website •  Lading pages •  Blog/Learn Ctr. •  Social pages •  Mobile pages •  Reputation SEO •  Reviews •  Live Chat •  Data sourcing •  Data quality •  Data appending •  List compiling •  Lead scoring •  Directed calls/plays •  MAKE call method •  Insights tool •  IMC sharing •  Tradeshows •  Speaking events •  Intake coverage •  Intake response time •  Nurture campaigns •  Videos - Testimonials •  Sales response time •  Sales response time •  Reference clients •  Solution presentation •  # products presented •  Navigator tool •  Budget Builder tool •  Product bundles •  Promotional pricing •  Vertical specific offer •  Videos - product •  Sales comp/spiffs •  Freemium products •  Free apps/utilities •  Email marketing •  Webinars •  Social ads •  Display ads •  Traditional ads •  Creative types •  Content types •  A/B Testing •  PR •  QA process/updates •  ACHIEVE method •  IMC email templates •  Appointment setters •  Insights for list builds •  ACHIEVE method •  Live demos •  Web-demos •  Collateral •  Reference clients •  Onboarding •  Nurturing campaigns •  Proactive AE recommendations •  Special promos •  Upsell emails •  Product insights delivered via mobile app The Devil is in the Details!
  26. 26. 26 Permission statement here A Quick Example Optimize PPC conversions by testing •  6 campaigns •  3 unique offers •  50 ad groups •  2000 keywords •  20 landing pages
  27. 27. 27 Permission statement here 7. Product that markets itself
  28. 28. 28 Permission statement here Embedded Product Marketing Product / UX automatically makes suggestions based on key milestones
  29. 29. 29 Permission statement here Guiding Principles Always Be Helping Educate, solve problems, provide freemium products Integrate Everything Create series of integrated sales & marketing touches Automate Everything Leverage marketing automation for scale and intelligence Measure Everything Build culture focused on continuous testing & improvement

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