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95% of your Digital Marketingspend is wasted. Here’s thesolution.Reinventing marketing strategy.CEM-100Deb Lavoy@deb_lavoy...
The problem
leads                       prospects                                   THE FUNNEL                                   The t...
leads                       prospects                                   THE FUNNEL                                   The g...
leads                       prospects                                   THE FUNNEL                                   The f...
The people who wereinterested, but not readyto buy                            6
The top of the traditional funnel*    AD   Media  Mention                     Register now!   Social  Mention             ...
Translation –asales person willcall you. If you arelucky he or shemight know whatyou were reading.                       8
99.9% of people whocome to this page are notready or interested intalking to a sales person                            9
You are telling them thatuntil they want to talk to asales person you don’tcare about them.               So they go away ...
leads 99%                       1%                             prospects                                         You work ...
leads 99%                       1%                             prospects                                         THE FUNNE...
leads 99%                       1%                             prospects                                         Do leads ...
awareness                            interest 99%                         leads                       1%                  ...
The Idea           15
Can we look at the funnel adifferent way?What if our goal is broader than getting people to buy. What if we alsoconsider r...
What if instead of filtering, we aggregate?                                         Instead of discarding                 ...
What if instead of filtering, we aggregated?                               aware                                          ...
3 things to do with non-            converting leadsdeb lavoy @deb_lavoyproductfour.wordpress.comdeb@productfour.com
1 Retain them as audience            audience is intensely valuable and hard won. even if you are not the answer          ...
2 Remain relevant            retain mindshare for future purchase            make that person into a non-customer referenc...
Be there when they’re            3           ready            Ensure a seamless path to the next level of engagement so th...
Us, Inc                                pull                                                   them.                       ...
Us, Inc                            pull                                   them.                                     The Ma...
The executionOK. But how do we do that?(five touchstone activities)                               25
1 Have something to say                    something to say that’s not about your company, your                    new pro...
2 A Digital Destination                    A place (page, site, blog or community) that people will want to               ...
3 An easy engagement                    A simple non-threatening, step a person can take to                    be involved...
3 An easy engagement                    A simple non-threatening, step a person can take to                    be involved...
4 A reason to come back                    Email and/or social almost always plays a role here, in                    conj...
5 A way to go deeper                    A way to go deeper (bonus marks)                    Every interaction gives them t...
Ad                      Lead            1%         TRANSACTION     Out with the old
relationshipperson                                  destination                      We’ve got                      someth...
• Every time they visit it’s a                meaningful experience.              • Every time they visit they            ...
This creates a pattern that builds andaggregates audience instead of filters                                         35
Is your buzz just draining         away?                             36
Fill the pool                37
Stay in touch dlavoy@opentext.com @deb_lavoy Productfour.wordpress.com www.linkedin.com/in/deblouisonlavoy
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95% of your digital marketing spend is wasted. Here's how to fix it.

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  • it segues nicely with your toxic metaphors. perhaps we could blend. your deck is much catchiier
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  • This is excellent! Love the filter and the idea of orbits.

    Nice one.
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Transcript of "95% of your digital marketing spend is wasted. Here's how to fix it."

  1. 1. 95% of your Digital Marketingspend is wasted. Here’s thesolution.Reinventing marketing strategy.CEM-100Deb Lavoy@deb_lavoy#otew2012 Copyright © OpenText Corporation. All rights reserved.
  2. 2. The problem
  3. 3. leads prospects THE FUNNEL The traditional suspects funnel has been the center of marketing customers and sales strategy for decades.deb lavoy @deb_lavoy
  4. 4. leads prospects THE FUNNEL The goal was to “nurture” suspects a “lead” toward a sale. The problem, is that the customers vast majority of people who enter the funnel aredeb lavoy @deb_lavoy rejected.
  5. 5. leads prospects THE FUNNEL The funnel isn’t a suspects funnel. it’s a filter. It only lets through a tiny customers percentage of people who are ready todeb lavoy @deb_lavoy engage with sales.
  6. 6. The people who wereinterested, but not readyto buy 6
  7. 7. The top of the traditional funnel* AD Media Mention Register now! Social Mention *for considered purchases (vs spontaneous) 7
  8. 8. Translation –asales person willcall you. If you arelucky he or shemight know whatyou were reading. 8
  9. 9. 99.9% of people whocome to this page are notready or interested intalking to a sales person 9
  10. 10. You are telling them thatuntil they want to talk to asales person you don’tcare about them. So they go away 10
  11. 11. leads 99% 1% prospects You work hard and 99% pay $$ to gain 1% their attention. suspects 99% Then let most of 1% them go without a customers second look.deb lavoy @deb_lavoy
  12. 12. leads 99% 1% prospects THE FUNNEL 99% 1% THE FILTER suspects 99% leaves most people behind 1% customersdeb lavoy @deb_lavoy
  13. 13. leads 99% 1% prospects Do leads that do 99% not instantly 1% convert have no suspects 99% value? 1% customersdeb lavoy @deb_lavoy
  14. 14. awareness interest 99% leads 1% prospects 99% 1% 99% suspects Another problem: the fattest part of 1% customers the funnel is ignored.deb lavoy @deb_lavoy
  15. 15. The Idea 15
  16. 16. Can we look at the funnel adifferent way?What if our goal is broader than getting people to buy. What if we alsoconsider reach, building market presence, and an audience for our coremessages? 16
  17. 17. What if instead of filtering, we aggregate? Instead of discarding those that don’t pass, aware we want to build some interested kind of relationship. First, we change to the engaged language form a predatory vocabulary to evaluating a service vocabulary customerdeb lavoy @deb_lavoyproductfour.wordpress.comdeb@productfour.com
  18. 18. What if instead of filtering, we aggregated? aware Now we are interested aggregating a body of engaged people who are at least somewhat interested in what we evaluating say. customerdeb lavoy @deb_lavoyproductfour.wordpress.comdeb@productfour.com
  19. 19. 3 things to do with non- converting leadsdeb lavoy @deb_lavoyproductfour.wordpress.comdeb@productfour.com
  20. 20. 1 Retain them as audience audience is intensely valuable and hard won. even if you are not the answer to their immediate product or services needs, there was something that they found interesting. Figure it out and build on it. an audience gives you credibility, gravitas, insight, presence in the market (dont blow it) as either your business or their needs evolve, you are ready for one another. build critical mass of awareness and relevance Be a visible presence in the marketdeb lavoy @deb_lavoyproductfour.wordpress.comdeb@productfour.com
  21. 21. 2 Remain relevant retain mindshare for future purchase make that person into a non-customer reference (hey jim, i need to know more about EIM, where would you look?) garner insightdeb lavoy @deb_lavoyproductfour.wordpress.comdeb@productfour.com
  22. 22. Be there when they’re 3 ready Ensure a seamless path to the next level of engagement so that the people who want to move on do it easily. In other words, youre building different levels of orbit around your biz - an ecosystem of a kind.deb lavoy @deb_lavoyproductfour.wordpress.comdeb@productfour.com
  23. 23. Us, Inc pull them. Think orbits, not funnelsdeb lavoy @deb_lavoyproductfour.wordpress.com At each level, our “friends” need something from us.deb@productfour.com
  24. 24. Us, Inc pull them. The Market: Be of interest Acquaintances: Be meaningful Community: Be valuable Evaluators: Build confidence Customers: Be helpfuldeb lavoy @deb_lavoyproductfour.wordpress.com Employees: Be Excellentdeb@productfour.com
  25. 25. The executionOK. But how do we do that?(five touchstone activities) 25
  26. 26. 1 Have something to say something to say that’s not about your company, your new product, your latest award. What does your market need to know? Care about? Find interesting? This is the hardest part. This is the culmination of your marketing insight into your customer and your value proposition. What do you have to say that matters?deb lavoy @deb_lavoy (talk to me about narrative hierarchies)productfour.wordpress.comdeb@productfour.com
  27. 27. 2 A Digital Destination A place (page, site, blog or community) that people will want to visit and revisit find interesting stuff and people – not brochures, or self-aggrandizing propaganda (which isn’t to say you should be invisible). This will also aggregate your marketing assets so they are not disconnected shots in the dark, but building a library of value. Video galleries, slide galleries, imagery, papers, articles and blogs all play a role here – but its not about you, its about them. A good destination aggregates both interested people and interesting contentdeb lavoy @deb_lavoyproductfour.wordpress.comdeb@productfour.com
  28. 28. 3 An easy engagement A simple non-threatening, step a person can take to be involved. A newsletter, a place to add an idea or rating or comment, a place to contribute, a calculator, a widget – something to do that both brings me deeper and sets up a reason to come back. No forcing, the message here is “we are offering value, because we care and respect you- if you find it interesting, join us”deb lavoy @deb_lavoyproductfour.wordpress.comdeb@productfour.com
  29. 29. 3 An easy engagement A simple non-threatening, step a person can take to be involved. A newsletter, a place to add an idea or rating or comment, a place to contribute, a calculator, a widget – something to do that both brings me deeper and sets up a reason to come back. No forcing, the message here is “we are offering value, because we care and respect you- if you find it interesting, join us”deb lavoy @deb_lavoyproductfour.wordpress.comdeb@productfour.com
  30. 30. 4 A reason to come back Email and/or social almost always plays a role here, in conjunction with a regular program of content that matters – an expert series, a topic series, a monthly discussion…cute kittens, something that asks them to come back again.deb lavoy @deb_lavoyproductfour.wordpress.comdeb@productfour.com
  31. 31. 5 A way to go deeper A way to go deeper (bonus marks) Every interaction gives them two choices. Maintain the relationship, or deepen it. PROVIDE FOR BOTH. Begin to comment, join the community, upload a photo, contribute a case study, enter a contest, ask a question….deb lavoy @deb_lavoyproductfour.wordpress.comdeb@productfour.com
  32. 32. Ad Lead 1% TRANSACTION Out with the old
  33. 33. relationshipperson destination We’ve got something interesting going on Really? Tell me more In with the new
  34. 34. • Every time they visit it’s a meaningful experience. • Every time they visit they can either maintain or deepen their relationship. • Every time they visit, you’re setting up their next visit.The pattern you want to see
  35. 35. This creates a pattern that builds andaggregates audience instead of filters 35
  36. 36. Is your buzz just draining away? 36
  37. 37. Fill the pool 37
  38. 38. Stay in touch dlavoy@opentext.com @deb_lavoy Productfour.wordpress.com www.linkedin.com/in/deblouisonlavoy
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