6 KEY MARKETINGTRENDS FOR 2013 and Tips for Succeeding in the Year of the Customer
PAGE 2 Introduction .....................................................................................................................4 1 Big data moves from the aggregate to the individual and starts to become actionable for smaller companies. ..........................6 Video: “What to Expect in 2013: Big Data” ........................................................................................................ 7 2 Companies increasingly invest in unified marketing platforms centered on customer behaviors and automation. ...........................................................8 Video: “What to Expect in 2013: Unified Marketing Databases” .............................................................9 Worksheet: “Unified Behavioral Database Planner” .................................................................................... 10 3 Content marketing becomes even more critical as buyers demand more personalized, uniquely relevant content. ..............................................12 Video: “What to Expect in 2013: Content Marketing” ..................................................................................13
PAGE 34Customers expect a mobile-friendly experience. ........................................ 14Worksheet: “Mobile Email Planner”...................................................................................................................... 165The social conversation impacts every channel, from searchto Web to email and beyond. ................................................................................ 18Video: “What to Expect in 2013: Social Media” ............................................................................................. 196Marketing departments transform to better deliver individualizedconversations with buyers. ....................................................................................20Worksheet: “Marketing Staffing Checklist” ......................................................................................................22Conclusion ..................................................................................................................... 24
6PAGE 4 Key Marketing Trends for 2013 – and Tips for Succeeding in the Year of the Customer The start of each year typically sees marketers ticking off a long list of resolutions for the 365 days to come: Pitch this product more effectively, optimize that email campaign, drive leads faster, get more social, lower costs, become more efficient and dozens of others. All noble goals. But in the year ahead, savvy businesses will shift their emphasis off of themselves and onto their customers and prospects, acknowledging a trend that’s cresting right now: customers, empowered by Web and social tools, have more control over the brand than ever. Think of 2013, then, as the year of the customer. Your objective? Writing the next chapter in your company’s illustrious marketing history by moving away from batch and blast initiatives to delivering hyper-personalized campaign interactions to segments of one. Our mission? Helping you get there with strategies, tactics, videos and worksheets aimed at educating and empowering you to tackle the six biggest digital marketing trends in 2013 and giving you a leg up on the competition.
PAGE 5Marketing in 2013: The State of the UnionWhy the shift to a customer- and prospect-centric model in use Web visits, social interactions, purchase history and2013? Buyers, fed up with crowded inboxes and irrelevant countless other behaviors to guide the timing of the emailsadvertising noise, are shutting out content that isn’t you send. And you can build in behavior-driven dynamicrelevant to them and using search and social to control content to impact the messaging within each email. It’s justtheir own buyer journeys. one of many channels that’s transitioning from a relatively static medium to a behavior-driven dynamo.In this landscape, relying too heavily on genericcommunications or even segmentation-based marketing It’s no wonder, then, that marketers cite the need toisn’t going to cut it. Now more than ever, you need to personalize messages based on consumer behaviorunderstand the person that’s on your website, visiting your across channels as their biggest campaign managementsocial page, clicking through your emails, downloading challenge during the next two years1. The C-suite hasyour custom Web tools, checking in at your stores, and awoken to the value and potency of one-to-one contentmuch more. as well, with nearly 90 percent of business leaders saying getting closer to their customers is their top priorityThat’s why savvy marketers are ratcheting up the collection for realizing their strategy over the next five years.2of data and looking more and more to customer and Accordingly, the most proactive CMOs are tapping newprospect actions to guide how they communicate with digital data sources to discover what customers andeach individual person in their database – across channels prospects want3. That means more automation, moreand in real time. behavior-triggered content, and more customizedTake email, for example. It’s still the No. 1 marketing websites and social sites. Silverpop’s platform is helping companieschannel in terms of ROI, but it no longer has to be in a silo. So, are you ready to move away from communicating withBehavioral marketing automation – the combination of worldwide achieve this new marketing vision. segments of thousands, and move toward conversing withcustomer behaviors and automation – is transforming the View this presentation and see how Silverpop thousands of segment of one? To help you nail the transition,channel. With the right tools and know-how, you can now we present six key digital marketing trends for 2013. customer SmartPak has implemented an array of automated, behavior-driven lifecycle messages to drive revenue.
PAGE 611 Big data moves from the aggregate to the individual and starts to become actionable for smaller companies. Big data. It’s quite the buzz right now, and with good But what if you could take traditional notions of “big data,” reason. With all the social chatter related to brands across break down the silos, tie data to individuals, and connect Facebook, Twitter, LinkedIn and more, massive new it to a digital marketing automation platform that enabled customer and prospect data streams are being created by you to act on this data? And then, conversely, use this the second. But in many ways, the concept of “big data” individual data to flavor the way you look at aggregate isn’t new – it’s just evolving. data questions and predictive analytics? That’s the new vision of “big data,” which doesn’t always involve a For decades the biggest companies have built data scientific analysis team but can still drive massive increases warehouses, had scientists study the data, and used in engagement, conversions and revenue. predictive modeling to make high-level decisions about the brand. The approach, while immensely valuable to huge The good news is that in 2013 big data storage costs will corporations, also has limitations: decrease, as will the time to process and analyze this data. What to do with the data and insights, though, will become • It’s expensive and slow, typically taking months a larger problem. The old way was to spend a month at a time getting a massive data set from months ago into a data • Companies must find places to store the data and system, have your scientists crunch it, and then get a report figure out how they’re going to process it back that tells you how to approach different segments. But this doesn’t necessarily help with connecting on an • It’s traditionally been anonymous and aggregate, individual level. rather than connected to individuals Can you use the data you’re amassing to be relevant on • It’s fragmented (one warehouse for social, one for your website, in real time, when the visitor shows up and Web analytics, etc.), so it’s not easily actionable is ready to make a buying decision? This is a key question marketers must ask and act on in 2013.
PAGE 7Admittedly, thinking about the mountains of data across hypotheses that you might make about your customers,so many channels can be overwhelming. The key is to not when they buy and why they react in the ways they do.let the data paralyze you but rather be empowered by The possibilities are endless, so get started today withit, implementing a continuous improvement initiative in the data you’re currently collecting, taking it one bite at awhich you use the data to capture insights that enable you time and integrating and appending other relational datato improve and take action on that data. sources, capturing more and more behaviors. By doing so,Fortunately, this is no longer in the “too hard” pile. With the you’ll be building a strong foundation for using the “new”recent advancements in marketing automation platforms, big data to the fullest.the time is now to link up your data between Web, CRM,relational tables, email and beyond. (For more on theunified marketing platform, see p. 8.)For many, the “big data” holy grail is to capture socialinteractions and take automated actions based on thesesocial behaviors, and in 2013 we’ll start to see companiesmarrying social data with core marketing solutions. Buteven while the technology is catching up to the socialexplosion, there’s still plenty you can do with “big data.”Think about the different ways you could take all theinformation you have about your customers at theindividual level, boil it up in a semi-unstructured way,and begin to use it to either prove or disprove different What to Expect in 2013: Big Data View the video
PAGE 82 Companies increasingly invest in unified marketing platforms centered on customer behaviors and automation. Given that today’s empowered buyers can pretty much get In 2013, leading companies will move away from a list- any piece of information they want, at the exact moment based marketing approach to a constantly evolving they want and on the device of their choice, businesses “persistent database” married to behaviors across multiple are recognizing the need to enhance the buyer experience channels, providing an all-encompassing view of customers by delivering relevant content when and where their and prospects. customers and prospects are. Think of this focus on listening to customer actions as the Just think, if you can capture each of your customers’ rise of the “invisible” preference center, in which you pull unique interests and speak to them as individuals implicit data (based on your prospects’ and customers’ instead of shouting the same message to everyone, then behaviors) in addition to the explicit data you (should) communication channels should actually get quieter – less gather from them via progressive Web forms, surveys and email, less ads, less junk. What’s left? Highly relevant, hotly traditional preference centers. anticipated content that people welcome. For marketers, the benefits of investing in a unified The problem for most marketers is that they can’t deliver marketing platform centered on customer behaviors individualized content to segments of one unless all and automation are profound. To name just a few, this customer touch points are shared in a centralized database approach enables you to: that’s tied to a robust marketing automation platform. And • Use programs to deliver automated lifecycle that’s where the unified behavioral marketing database campaigns comes into play.
PAGE 9 • Utilize scoring to assess individual behaviors to see where each prospect or customer is in the buying process/journey • Employ score-based triggers to deliver incredibly relevant content • Build campaigns that reach across channelsThe common theme among these tactics? Lessdependence on mass messaging and an increased abilityto start speaking to people as individuals. Move in thisdirection and you’ll be well positioned for success in 2013and beyond. What to Expect in 2013: Unified Marketing Databases View the video
PAGE 10 Unified Behavioral What customer or prospect data points and behaviors would you like to capture about your customers that For each item, answer the following questions: Data point/behavior #1: _____________________________ Database Planner you’re not currently capturing? Email opens/click behavior Is this information already captured? _________________ If yes, where is this information currently Web page or website visits: being stored? _____________________________ Which pages _______________________________ If no, what needs to be done to capture _______________________________ the data? _________________________________ Socially shared content Who is responsible? ________________________ Video plays Who’s the owner of this information? __________ Custom event (e.g. financial calculator) __________________________________________ Comments on blog List steps to get it linked into your unified database: Social network adds/likes/follows 1)_______________________________________________ Downloads (e.g. white paper, how-to guide) 2)_______________________________________________ Store or event check-in 3)_______________________________________________ Item(s) purchased: Which Item(s):______________________________ 4)_______________________________________________ ______________________________ 5)_______________________________________________ Other_________________________________________ Other _________________________________________ Data point/behavior #2: _____________________________ Of the above, which three behaviors would you Is this information already captured? _________________ consider the most important for your business in terms If yes, where is this information currently of helping contacts become customers (or helping being stored? _____________________________ current customers become more engaged)? If no, what needs to be done to capture 1) _______________________________________________ the data? _________________________________ 2) ______________________________________________ Who is responsible? ________________________ 3) _______________________________________________ Who’s the owner of this information? __________ __________________________________________
PAGE 11List steps to get it linked into your unified database: What additional fields (e.g. birthdate, industry, etc.) do 5)_____________________________________________ you want to collect explicitly and add to your database?1)_______________________________________________ 1)_______________________________________________2)_______________________________________________ a. How will you collect it? __________________ a. How will you collect it?* ___________________ 3)_______________________________________________ _______________________________________ ______________________________________4)_______________________________________________ b. Where will the data be stored? ______________5)_______________________________________________ _______________________________________ b. Where will the data be stored? ____________ 2)_______________________________________________ ______________________________________Data point/behavior #3: _____________________________ a. How will you collect it? ____________________ ________________________________________Is this information already captured? _________________ *Examples: Social Sign-In, Progressive Web forms, If yes, where is this information currently b. Where will the data be stored? ______________ preference center, phone survey, data append from a being stored? _____________________________ ________________________________________ data agency, etc. If no, what needs to be done to capture 3)_______________________________________________ the data? _________________________________ a. How will you collect it? ____________________ Who is responsible? ________________________ ________________________________________ Who’s the owner of this information? __________ b. Where will the data be stored? ______________ __________________________________________ ________________________________________ 4)_______________________________________________List steps to get it linked into your unified database: a. How will you collect it? ____________________1)_______________________________________________ ________________________________________2)_______________________________________________ b. Where will the data be stored? ______________ ________________________________________3)_______________________________________________4)_______________________________________________5)_______________________________________________
PAGE 1233 Content marketing becomes even more critical as buyers demand more personalized, uniquely relevant content. Between search engines, social networks and peer reviews, recipient’s preferences, industry or buying cycle stage, there’s a wealth of content available to customers and whether they’re “interested,” “engaged,” “inactive” or prospects who are trying to make buying decisions. The “post-purchase.” result is that in both the B2B and B2C worlds, buyers are For example, let’s say a visitor to your site has just signed typically much further down the buyer cycle by the time up for your newsletter. You might send that contact a they begin interacting with businesses directly – one study welcome message with a dynamic content block(s) that showed that a customer’s first serious engagement with a populates differently depending on whether the person: company rep typically occurs when the customer is already 57 percent through the purchase process4. • Has never made a purchase: Content block populates with list of top 5 most popular items and Translation? You have to find ways to provide educational a discount incentive content during these earlier stages, so when buyers are ready to make a purchase – whether it’s a 55-inch TV for • Just made a purchase in conjunction with their living room or a high-end software package for their opting in to your newsletter: Photos of related company — you’ve been guiding them all along. This accessories and a link to a how-to video means paying more attention to creating content across the entire buying (life)cycle, providing a seamless dialogue • Made a purchase a few months ago: Updated info from first touch to initial sale to loyal advocate. on your product range, plus invite to follow your company on Twitter To drive conversions, encourage social sharing and foster a community of brand advocates, your content needs In this example, the purchase behavior drives the to be more educational and engaging. The key is to be content. But you could also establish rule sets based personally relevant, using dynamic content or behavior- on what pages the subscriber had visited on your site, driven programs to deliver content that aligns with the whether the person had liked you on Facebook,
PAGE 13if he or she had ever checked in at one of your retail If you want to meet customer and prospect needs bystores, and much more. providing a better balance of promotional email and behavior-driven messages, make it a New Year’s resolutionThe possibilities are endless. Imagine a prospect has to take a careful look at what content you can offer acrossdropped by your booth and left his business card, scanned channels and stages in the buying cycle. For companiesone of your QR codes or entered his info on an iPad. that ratchet up their focus on content marketing in 2013,You could send an automated follow-up email later the outcome will be more personalized content acrossthat day with different content depending on whether Web, email and social – and happier customers as a result.the prospect was a first-time contact or had previouslydownloaded content. The first-timer might get a message Online retailerreferencing the features he showed an interest in along SS Worldwide haswith collateral that helps position you within the market. driven big revenue byThe previous downloader could receive an invite to aWebinar related to the content he had downloaded. delivering relevant content based on buyerIn many cases, you can increase engagement evenmore by combining behavioral data with scoring behaviors. Read thesystems to help determine which content to deliver – case study in real time. By building rule sets that trigger messagedelivery when someone takes an action that pusheshim or her past a certain score threshold, you’ll boostrelevancy by serving up content on the recipient’stimetable rather than the company’s. What to Expect in 2013: Content Marketing View the video
PAGE 144 Customers expect a mobile-friendly experience. There are nearly 120 million smart phones now in the and simpler, and pop more. If you’re not already, in 2013 United States alone5, and email is the top activity on both you should be: smartphones and tablets – with shopping close behind6. • Making your emails and website scannable: You As the popularity of these mobile devices continues to want the reader to get the gist in the first screen rise, customers will increasingly expect your content to be without having to scroll down two or three screens to delivered in a mobile-friendly fashion. find your call to action or key content. If you’ve been slow to adjust to the mobile customer, • Designing for the tap instead of the click: The you’re running a real risk in 2013 of providing an experience fingertip is the new mouse — more portable but less that’s so poor that the customer goes somewhere else – accurate. So, you have to give it more room. Larger perhaps never to return again. Think of not going mobile font size and bigger CTA buttons facilitate this, but as akin to not being in the phone book a few decades ago you also have to avoid other potential hazards, such or, more recently, not showing up in search – if you’re not as scrunched-up lists of tappable links. there, you’re out of the game. • Making call-to-action buttons more prominent: The time is now, then, to rethink design and streamline Along with larger type, this makes your CTA stand conversion activity, delivering a seamless experience as out and also increases tapping accuracy. Using a customers and prospects connect with your brand from “bulletproof” button that renders even if images don’t multiple devices. This requires not just designing for screen will increase your tap potential. size, but also designing for the mobile context. Today, people are reading your content while waiting at stoplights • Streamlining your conversion activity: Has in their cars, as they’re watching sports on TV and while your previous strategy involved packing as many they’re walking from the parking lot to the office building. conversion opportunities as possible into an email As a result, your content may need to be bigger, shorter or Web page? If so, consider focusing on a single
PAGE 15 conversion where applicable – this may drive better number of U.S. smartphone users results for mobile viewers with limited time to sort projected to reach nearly 200 through your options. million by 2016 and the number of U.S. tablet users expectedAs you work toward these goals, pay careful attention to leap to 133 million in 20157,to landing pages that will typically be navigated to you should be asking all thesefrom mobile phones. If users are clicking on a QR code questions and more as youor participating in a check-in program, you don’t want enter the new year.to deliver them content that displays awkwardly on amobile device.Of course, at many companies these differentchannels are created by different departments,presenting challenges for businesses looking to builda positive mobile experience cross-channel. As aresult, savvy companies may want to re-examine theircontent design process as they move into 2013.Would you benefit from a process change in whichemail, Web and social groups got together morefrequently to discuss mobile strategy? Are yourdesigners and coders building visual elements withthe mobile experience in mind? And how might youshift to a responsive Web design approach? With the
PAGE 16Mobile Email Mobile-Friendly Email Checklist Approvals Name ___________________________________________ Your key content is “above the fold” so recipients canPlanner see it without having to scroll. Date _________ Notes______________________________ There is ample space between links and/or CTAs so _____________________________________ Complete readers can use their fingertips as a mouse. Your call-to-action buttons are prominent to increase tapping accuracy. Name ___________________________________________ Your message focuses on a single conversion (or Date _________ Notes______________________________ minimum conversion opportunities). _____________________________________ Complete Sample Smartphone The “From” name is readily identifiable, and the Screen Sizes most important content is placed at the beginning of the subject line. Name ___________________________________________ iPhone 4/4S...................... 960 x 640 Date _________ Notes______________________________ iPhone 5 . ........................ 1136 x 640 Email Project and Name _____________________________________ Complete Samsung Galaxy ............ 1280 x 720 ________________________________________________ Motorola Droid Razr ...... 1280 x 720 Send Time Optimization OR List or Query Target send date _____ : _____ send time Database or list name ______________________________ Actual send date _____ : _____ send time List size _________________________________________ Goals Where is the email used Stand alone In automated program ____________ Open rate ________________________________________ ________________________________ Click-through rate _________________________________ Bounce rate ______________________________________
PAGE 17 Email Dynamic ContentVariables Images Rules__________________________________________Subject line A ___________________________________ Image name ____________________________________ B ____________________________________ Content name __________________________________ Where Stored __________________________________ C ____________________________________ D ____________________________________ Content _______________________________________ Complete “From” name A __________________________________ ______________________________________________ Image name ____________________________________ B __________________________________ C __________________________________ Rules__________________________________________ Where Stored __________________________________ D __________________________________ Content name __________________________________ Complete Test Plan Image name __________________________________________ % of database Content _______________________________________Winner determined by: Where Stored __________________________________ ______________________________________________ Best open rate Best click rate Best conversionrate Complete Determine within ______ days. Image name ____________________________________ Rules__________________________________________After test:________________________________________________ Where Stored __________________________________ Content name __________________________________________________________________________________ Complete ________________________________________________ Content _______________________________________ ______________________________________________
PAGE 185 The social conversation impacts every channel, from search to Web to email and beyond. Social media has been building in impact, with the “big 3” Marketers looking to enhance their social search of Facebook, Twitter and LinkedIn topping 1 billion, 500 strategy will also be looking carefully at ways to million and 175 million users, respectively. Toss in emerging drive social sharing. More and more, search engine players such as Google+, Pinterest, Foursquare and others, algorithms are factoring in the number of social shares, and it’s easy to see why marketers will be paying more meaning that the number of Twitter followers you attention to social than ever in 2013. have – and the percentage that retweet your content – could play a key role in determining your ultimate More and more, though, the way savvy companies look search rank. So not only does your page need to be at social is changing. Rather than just another channel to SEO-friendly, it also needs to get “social love” to boost publish promotional content, social is becoming about the it up in search results. unique interaction and engagement that can take place there. So it’s not so much about a specific social network • Websites: Less corporate-speak and more peer as about connecting conversations, people and important recommendations will be the trend in 2013 as websites ideas across all your digital assets to create momentum. become more socially enabled. For example, if you Think of social in 2013 as not just an extra channel, but as a have a list of white papers on your site, you might medium that’s woven into every channel: highlight those that are most popular, reveal how often they’ve been downloaded and share what • Search: More and more buyers are starting their percentage of readers gave each document a thumbs- decision-making process via online research and up. Not only does this incorporate customer voices Dairy Queen uses talking to other users8, and search engines are into your site, but it also saves visitors valuable time. dynamic content and increasingly playing favorites with social content, And by adding social elements to your site, you’ll make video, Facebook, Twitter, etc. As a result, savvy social marketing tools it feel like it’s part of a bigger ecosystem and not just marketers will be applying SEO-like strategies to social the monolithic face of your company. in Silverpop Engage channels and content. The names you use for your social profile when you’re making a Facebook page Similarly, if new visitors are coming to your site via to drive fan club or creating tabs within social sites impact your search their friends’ or business associates’ Tweets, likes, membership, boost rank and should be given the same SEO attention as pins, etc., lengthy forms and stiff language can be an store traffic and increase your website. immediate turnoff. Look for more companies to use customer satisfaction. Read the case study.
PAGE 19 with built-in Tweets) and designing campaigns built progressive forms and social login (see the “Data” around sharing content. bullet at right) to create a more social experience on their website and landing pages. • Data: 2013 will be the year social sign-in becomes more widespread. On the customer/prospect side, the ease• Email: If social is about the conversation, email is about of entry will make it a preferred option, especially as the conversion. Coordinate the two so they’re working people become more accustomed to using their social together, and you can maximize revenue. In 2013, then, login as an alternate to filling out long registration the most successful marketers will incorporate a more or download forms. From a business point of view, human voice into their emails – less stilted language marketers interested in gathering info for campaigns and more employee voices — and increase the use that might be challenging to get otherwise — such as of social and peer content within messages. This can birthdate information that can be used to drive birthday be especially effective when combined with dynamic campaigns – will likewise be incented to start offering a content. For example, you could serve up a product social login option more frequently. or Webinar recommendation based on a recipient’s behaviors and toss in some customer reviews of that As for social itself, it too will be evolving, becoming product or Webinar for good measure. more personal than ever. New Facebook ads are enabling smart marketers to achieve hyper-• Mobile check-ins: With the number of Foursquare relevant, uber-targeted delivery based on buyer users topping 30 million, and many of these people behaviors. Furthermore, companies can take sharing their check-ins via Twitter, socially aware advantage of behavioral marketing automation to companies will increasingly use automated (or manual) serve up individualized content on Facebook. Given responses to Tweeted check-ins to add touch points buyers’ propensity to interact and engage when• Content: More marketers are going to look closely they trust the brand, it will behoove companies at giving away content for free (or for less than they to create a marketing experience that focuses on have in the past) in an effort to increase social sharing. building relationships. If you want to take your In addition, savvy marketers should be constantly marketing to new heights in 2013, make sure you’re looking for ways to make social sharing easier, such as taking advantage of the unique opportunities social including social-sharing links within PDFs (complete provides to treat people as individuals. What to Expect in 2013: Social Media View the video
PAGE 206 Marketing departments transform to better deliver individualized conversations with buyers. In order to accommodate new responsibilities resulting sources in increasingly granular ways. At the same time, from empowered buyers doing more research on their savvy companies will also be building in budget for own, forward-thinking companies will be taking a close experimentation, giving the CMO room to operate as a look at new marketing investments and organizational “venture capitalist” who invests in new channels to shifts in 2013. The democratization of one-to-one ensure the company stays on the leading edge of these behavioral marketing will arrive as we hit the inflection emerging mediums. point of technology and data becoming increasingly With serious risers in the behavioral marketing space affordable and available. adding more technical resources to traditional email As a result, many businesses will be shifting budget marketing, marketers will proportionally be tasked with allocation from broad awareness and programs targeted at managing more technical systems (relational tables, demographic segments and industry verticals to marketing analytics, etc.) that help power triggered messages. to the individual. Think of it is a shift from left (broad) to Forward-thinking businesses will thus look toward hiring center (mid-sized segments) to right (segments of one). To and training systems-thinking marketers who are both be clear, none of these groups are going away – companies creative and adept at rules-based logic. will still invest in Super Bowl ads and develop campaigns Shifting buyer habits will also require stronger, more targeting males ages 18 to 32. But these businesses will integrated departments with new responsibilities for increasingly be marketing to “Joe Smith” within that various sections within the marketing department. segment — and budgeting accordingly. Examples include: As budgets shift to account for more behavioral marketing • Marketing operations: This hot newcomer is playing automation, they’ll also be more ROI-driven than ever, the primary role of enabling the organization to tapping into automation’s rich capabilities of providing scale using tools such as marketing automation to reporting and analytics that enable to you to track revenue accommodate more educated buyers in the early part of the buying cycle.
PAGE 21 • Demand gen: Existing email marketers, direct With all this technological innovation, marketers are marketers and campaign managers should make both going to need more training. Yet Sirius reports that 81 the mind-set and organizational transition to demand percent of organizations spend less than $1,000 per year generation specialists, including a focus on both on marketing training — and 36 percent spend nothing inbound and outbound demand generation. at all9. Top-performing companies, then, will invest more in certification programs, user group meetings and other • Product marketing: Having strong alignment forms of training to close the gap between marketers’ skills with sales is becoming increasingly critical as this and the processes and technologies they’re now being department can be a strong asset as a second-level expected to employ, understanding that this increased sales resource, especially for large opportunities or education will pay long-term dividends. when a buyer’s requirements are unique. • Marketing communications: This group must become more social to keep pace with today’s more social customers, crafting a strategy that connects the company/brand message with critical social channels and influencers to build its social audience.In addition, a lot of companies are starting to createnew upper-level positions (director, VP or C-suite) withinmarketing to fill these new needs. For example, someare adding a vice president of marketing technology rolewhose job is to understand and drive all the technologiesthat marketing needs. Others are hiring a chief contentofficer to own and oversee content — an indication of howcontent is becoming a bigger focus.
PAGE 22 Marketing Staffing When looking at the organization of your marketing department, are you striving to or already meet these • Are you able to accurately and efficiently track ROI across channels and campaigns? Yes No Checklist requirements? • Do your personnel have the knowledge to tackle • If not, what areas, processes or technologies need better tracking? ____________________________ rule-based logic and advanced segmentation __________________________________________ queries in order to leverage more technical digital marketing tools? Yes No • Do you allow room in your budget to experiment • If not, what training programs could help bring with the latest technologies and emerging platforms them up to speed? __________________________ or channels that have the potential to improve your __________________________________________ marketing performance? Yes No __________________________________________ • If not, what adjustments could you make to stay on • Does your marketing department align with current top of the latest innovations and communication buyer patterns? Yes No trends? ___________________________________ •If not, how could each group within your __________________________________________ marketing department shift to keep up with __________________________________________ changing buyer patterns? ____________________ • Are there changes you can make in your budget to __________________________________________ help the department transition from broad segmenta- __________________________________________ tion to one-to-one messaging? Yes No • Would your department benefit from the creation • If yes, define those areas: ____________________ of a new position, such as one dedicated to __________________________________________ marketing technology or content? _____________ __________________________________________ __________________________________________ __________________________________________
PAGE 23• Does your marketing department resemble the • Product Marketing general structure outlined below? Yes No Sales enablement tools Note the areas where you might be different as well Slide decks as the functions that might need investigating: Case studies • Marketing Leader RFP response templates • Demand Generation • Marketing Communications Campaign design Written, printed and digital communications Campaign management Content creation Marketing automation setup and execution Social media Data management Media and analyst relations Telemarketing • Marketing Operations • Additional notes: ___________________________ Marketing processes and alignment __________________________________________ Service level agreements __________________________________________ Data __________________________________________ Systems __________________________________________ Reporting
PAGE 24 TWEET THIS! Reading Silverpop’s “6 Key Marketing Trends for 2013” Conclusion play in buyers’ lives by weaving social throughout the The world of marketing can change dramatically in just a user experience and delivering content that’s pleasant to year. While considering buyer preferences has long been interact with via smartphones and tablets. an important step in delivering relevant and effective All these shifts require new roles, budgets and training. Is campaigns, in 2013 focusing on the customer experience your marketing team equipped and ready to pay attention will be crucial. And to build a foundation for a superior to customer and prospect actions and let buyers be their customer experience, leading companies will be investing own personal marketing guides, choosing their own brand more resources for capturing and harnessing a wealth of adventures that lead them down the path to increased data across channels and tying it to individuals. engagement, satisfaction and loyalty? If so, 2013 just might Of course, data itself isn’t enough to build relevancy. So, be the year you write the most exciting marketing chapter savvy marketers will be creating a sophisticated content in your company’s history. marketing strategy that takes advantage of the power of marketing automation to tap this data and deliver content Footnotes – in real time – that’s triggered by each individual’s actions, resulting in astonishingly relevant levels of content served 1-Forrester Research Inc., “Q4 2011 Global Cross- up to segments of one. Channel Campaign Management Forrester Wave Customer Online Survey,” 2011 In today’s multichannel world, enhancing the user experience also means communicating via the 2-IBM Institute for Business Value, “Capitalizing on channels they’re communicating with. And that means Complexity: Insights from the Global Chief Executive acknowledging the massive role that social and mobile Study,” May 2010
PAGE 253-IBM Institute for Business Value,” From Stretched to Strengthened: Insights from the Global Chief Marketing Officer Study,” 20114-Marketing Leadership Council, “Customer Purchase Research Survey,” 20115-Comscore, “July 2012 U.S. Mobile Market Share,” Sept. ‘126-Pew Research Center, “The Explosion in Mobile Audiences and What It Means for News,” Oct. ‘127-eMarketer, “Mobile Marketing Trends, Insights and Best Practices,” Oct. ‘12 Silverpop’s digital marketing automation8-Enquiro, “Integrated Persuasion: Online and Offline,” platform was designed to make it simple 2011 to build hyper-personalized campaigns,9-Sirius Decisions, “Marketing Automation: Mind the creating individualized experiences for every (Skills) Gap,” 2011 relationship. Watch our demo to see our product in action, and contact Silverpop to see how we can help you accomplish your marketing goals for 2013.