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A Digital Solutions Firm delivering
Marketing and Technology Solutions
New York . Toronto . Phoenix . Los Angeles . London...
11
1
2
3
4
DEMAND GEN – THE
‗IDEAL‘
DEMAND GEN – THE
‗MIRAGE‘
ENTERPRISE COMMON
DENOMINATOR
DEMAND GEN – THE
‗THREESOME‘!
2
THE MODERN MARKETER
APPROACH:
MULTI-
CHANNEL
DIFFERENTIA
TOR:
PERSONALIZ
ED
STRENGTH:
CONTENT
MARKETING
FOUNDATION:
DATA...
3
THE MARKETER’S PERSPECTIVE
WEB MOBILE EMAIL SOCIAL
Cross-channel Engagement
YOUR FIRM:
WEB
EXPERIENCE
YOUR FIRM:
MOBILE
...
4
YOUR FIRM: ONE BRAND AND CONTENT EXPERIENCE
THE CUSTOMER’S PERSPECTIVE
COMMUTING IN MEETINGS AT LUNCH AT THEIR
DESK
AT H...
5
78%
78 PERCENT OF MARKETERS
INTERVIEWED BY
FORRESTER BELIEVE THAT
CROSS-CHANNEL
MARKETING IS ―IMPORTANT‖
OR ―VERY IMPORT...
6
54%
54% OF MARKETERS WHO
HAVE IMPLEMENTED WEB
PERSONALIZATION
GENERATED POSITIVE ROI
WITHIN MONTHS OF
IMPLEMENTATIONNeol...
7
69%
69 PERCENT OF SENIOR
MARKETERS BELIEVE THAT
WEBSITE PERSONALIZATION
IMPROVES CLIENT
CONVERSION.
eMarketer, 2011
8
72%
72% OF MARKETERS SEE THE
IMPORTANCE OF ONLINE
PERSONALIZATION BUT
DON‘T KNOW HOW TO
INCORPORATE IT.
eConsultancy, Re...
9
PERSONALIZATION—MARKETERS ARE DOING A LOTOFIT
NOW
PERSONALIZATION IS BEING
TAKEN FROM ANY OR ALL OF
THE FOLLOWING SOURCE...
10
RIGHT MESSAGE
RIGHT TIME
RIGHT DEVICE
11
SIMPLE EXAMPLES
LOCATION BASED
PERSONALIZATION THAT
MAKES SENSE
CLIENT-DRIVEN PRACTICE
PAGES—SPECIFIC TO LOCATION
AND I...
12
SIMPLE EXAMPLES
DEVICE BASED
PERSONALIZATION THAT
PROVIDES BETTER
EXPERIENCES
Web Version Tablet Version Mobile Version
13
MARKETERS ARE MOVING DOWN THE RIGHT PATH
 Returning customers are bring treated like returning customers.
Even the sma...
14
MARKETERS GETTING MORE SOPHISTICATED
CONTEMPORARY CONTENT
MANAGEMENT TECHNOLOGY
IS DELIVERING WHAT
MARKETERS NEED
1. Ru...
15
CONTENT MARKETING WITH CONTEXT
SMART MARKETERS ARE
ENTICING CUSTOMERS TO
REACT AT VARIOUS POINTS
SUPERIOR DEMAND GEN
BE...
16
DOVETAILING CONTENT TO AUDIENCE AND STAGE
SMART MARKETERS ARE
WEARING THEIR CUSTOMERS’
HATS WITH CONTENT
SUPERIOR DEMAN...
17
BASIS OF CONTEXT AND PERSONALIZATION
MARKETERS ARE USING DATA
FROM ONE SYSTEM TO
POWER ANOTHER
Web CMS, Video Delivery
...
1818
1
2
3
4
DEMAND GEN – THE
‗IDEAL‘
DEMAND GEN – THE
‗MIRAGE‘
ENTERPRISE COMMON
DENOMINATOR
DEMAND GEN – THE
‗THREESOME‘!
19
THE MODERN MARKETER…INTERRUPTED
PROCESS:
PITFALL?
CONTENT:
COMPLIANCE
?
AUTOMATION:
SLAVE OR
ENABLER?
FOUNDATION:
BAD D...
20
5%
OF THE MARKETERS
INTERVIEWED, ONLY 5
PERCENT SAID THEY WERE
―VERY PREPARED‖ TO
EXECUTE A CROSS CHANNEL
STRATEGY.Forr...
21
10%
―WE BELIEVE THAT FEWER THAN 10
PERCENT OF BRANDS ARE
EXECUTING TRUE CROSS-CHANNEL
COMMUNICATIONS INFORMED BY
ONE VI...
22
50%
50 PERCENT OF MARKETING
SPEND IS MISALIGNED WITH
CLIENT NEEDS WITHIN THEIR
DECISION JOURNEY (LIFE
CYCLE).
McKinsey ...
23
EYE OPENERS
CONSIDERATIONS
1. Which channels are most
effective at initially bringing
your best clients to your
brand?
...
24
DEMAND CREATION LEADERS HAVE LITTLE
CHOICE BUT TO FLOOD THE WATERFALL WITH
HAND RAISERS FROM OUTBOUND EFFORTS
CONTENT D...
25
MOVING PEOPLE FROM CONSIDERATION TO
COMMITMENT IS THE MOST IMPORTANT PATH
OF THE SALES PROCESS
DOING IT RIGHT BUT SEEIN...
26
PROCESS LEADS TECHNOLOGY BUT CAN
ALSO BE ITS BANE
PROCESS DEFEATS TECHNOLOGY
27
GOLDEN HANDSHAKES MAY BE UNREAL – ‘AND’ &
‘OR’ GATES MAYBE REALISTIC
MQL
SAL
SQL
Win/Loss/
ND
Marketing
Qualified
Lead
...
28
IT CAN GET DOWN TO TYPOS AND
MISCOMMUNICATION OF STRATEGIC
MESSAGING
HONEY IT IS ALL ABOUT PEOPLE!
Content Migration Be...
2929
1
2
3
4
DEMAND GEN – THE
‗IDEAL‘
DEMAND GEN – THE
‗MIRAGE‘
ENTERPRISE COMMON
DENOMINATOR
DEMAND GEN – THE
‗THREESOME‘!
30
THE MODERN MARKETER…PART DEUX
PROCESS:
DEFINING
BASELINES
COLLABORATI
ON:
COMPLIANCE
CREATIVITY:
TRUE
DIFFERENTIA
TOR
A...
31
MODERN MARKETERS HAVE SO MUCH MORE
TO DO THAT EVERYTHING‘S SIMPLY
IMPOSSIBLE
BASELINES THAT WORK
32
EVERYBODY NEEDS TO CONTRIBUTE TO
MARKETING BUT IN A WAY THAT MARKETING
DEFINES
COLLABORATIVE COMPLIANCE
33
COLLABORATIVE COMPLIANCE
34
DON‘T LET BAD DATA TROUNCE YOUR
CREATIVITY AND HIT YOUR REVENUE IMPACT
PREVENTING ‘BAD DATA OVERLOAD’
35
REVENUE IS SHARED RESPONSIBILITY
SALES IS NOT CONSUMER/BUYER FOR MARKETING
3636
1
2
3
4
DEMAND GEN – THE
‗IDEAL‘
DEMAND GEN – THE
‗MIRAGE‘
ENTERPRISE COMMON
DENOMINATOR
DEMAND GEN – THE
‗THREESOME‘!
37
PEOPLE: CREATIVITY
PROCESS: BASELINE
COMPLIANCE
TECHNOLOGY:
DELIVERABILITY
38
EBAY CROWDSOURCING
CasestudySource: eBay,SlideShare,YouTube
39
EBAY CROWDSOURCING
40
EBAY CROWDSOURCING
41
EBAY CROWDSOURCING
42
EBAY CROWDSOURCING
43
EBAY CROWDSOURCING
44
KEY STEPS TO TAKE
DEMAND GEN CIRCA 2013+: REVENUE IMPACT IS
MUST HAVE AND MARKETERS ALONE CANNOT
DO EVERYTHING
Creativi...
45
CONNECT WITH US
1-877-339-6264
www.edynamic.net
contact@edynamic.net
twitter.com/edynamic
youtube.com/1999dynamic
faceb...
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Marketer or Revenue Performance Officer

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Learn how to conjure the right mix of people, process and technology to drive revenue growth through marketing.

Published in: Technology, Business
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Transcript of "Marketer or Revenue Performance Officer"

  1. 1. A Digital Solutions Firm delivering Marketing and Technology Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi MarketerorRevenuePerformanceOfficer? Whatdoesyourdemandgenmakeyoulook like?
  2. 2. 11 1 2 3 4 DEMAND GEN – THE ‗IDEAL‘ DEMAND GEN – THE ‗MIRAGE‘ ENTERPRISE COMMON DENOMINATOR DEMAND GEN – THE ‗THREESOME‘!
  3. 3. 2 THE MODERN MARKETER APPROACH: MULTI- CHANNEL DIFFERENTIA TOR: PERSONALIZ ED STRENGTH: CONTENT MARKETING FOUNDATION: DATA SUPERIORITY
  4. 4. 3 THE MARKETER’S PERSPECTIVE WEB MOBILE EMAIL SOCIAL Cross-channel Engagement YOUR FIRM: WEB EXPERIENCE YOUR FIRM: MOBILE EXPERIENCE YOUR FIRM: EMAIL EXPERIENCE YOUR FIRM: SOCIAL EXPERIENCE
  5. 5. 4 YOUR FIRM: ONE BRAND AND CONTENT EXPERIENCE THE CUSTOMER’S PERSPECTIVE COMMUTING IN MEETINGS AT LUNCH AT THEIR DESK AT HOME Device: Tablet Device: Desktop Device: PhoneDevice: TabletDevice: Tablet Channel: Web Channel: Email Channel: Twitter Channel: Web Channel: Email
  6. 6. 5 78% 78 PERCENT OF MARKETERS INTERVIEWED BY FORRESTER BELIEVE THAT CROSS-CHANNEL MARKETING IS ―IMPORTANT‖ OR ―VERY IMPORTANT‖ TO THEIR BUSINESS.Forrester, 2012
  7. 7. 6 54% 54% OF MARKETERS WHO HAVE IMPLEMENTED WEB PERSONALIZATION GENERATED POSITIVE ROI WITHIN MONTHS OF IMPLEMENTATIONNeolane Survey, 2013
  8. 8. 7 69% 69 PERCENT OF SENIOR MARKETERS BELIEVE THAT WEBSITE PERSONALIZATION IMPROVES CLIENT CONVERSION. eMarketer, 2011
  9. 9. 8 72% 72% OF MARKETERS SEE THE IMPORTANCE OF ONLINE PERSONALIZATION BUT DON‘T KNOW HOW TO INCORPORATE IT. eConsultancy, Realities of Online Personalization, 2013
  10. 10. 9 PERSONALIZATION—MARKETERS ARE DOING A LOTOFIT NOW PERSONALIZATION IS BEING TAKEN FROM ANY OR ALL OF THE FOLLOWING SOURCES OF INSIGHT 1. Users' profiles and preferences: everything they‘ve told you about themselves (if you already know them). 2. Customers' history with you: using intelligence from what they‘ve done on your site, in your community, in response to your emails, etc. 4. How they found you: the search terms that delivered them, or a tagged campaign URL that they clicked on. 5. Their immediate behaviors: what they‘re doing in the current session (clickstreams, site searches, etc.). 6. Customer life stage: leveraging insight - a new prospect reading up on you, a past/inactive customer or an existing customer looking to do more with you.
  11. 11. 10 RIGHT MESSAGE RIGHT TIME RIGHT DEVICE
  12. 12. 11 SIMPLE EXAMPLES LOCATION BASED PERSONALIZATION THAT MAKES SENSE CLIENT-DRIVEN PRACTICE PAGES—SPECIFIC TO LOCATION AND INDUSTRY
  13. 13. 12 SIMPLE EXAMPLES DEVICE BASED PERSONALIZATION THAT PROVIDES BETTER EXPERIENCES Web Version Tablet Version Mobile Version
  14. 14. 13 MARKETERS ARE MOVING DOWN THE RIGHT PATH  Returning customers are bring treated like returning customers. Even the smallest acknowledgement that you know who they are goes a long way.  Geography is providing a simple start to targeting. One hotel chain improved bookings by serving up different offers to visitors from different countries.  For B2B (business to business) firms, starting with vertical industry targeting is a no-brainer. Marketers are using IP-lookup plug-ins (e.g. DemandBase) to find out customer/prospect whereabouts and personalizing, in real time. STARTING SMALL AND GROWING BIG
  15. 15. 14 MARKETERS GETTING MORE SOPHISTICATED CONTEMPORARY CONTENT MANAGEMENT TECHNOLOGY IS DELIVERING WHAT MARKETERS NEED 1. Rules based personalization—the visitors behavior triggers personalization 2. Persona based personalization—the visitor ―looks like a…‖ is informing personalization 3. Cross-channel personalization (contextualization)—broad analytics from web, email, social and other channels
  16. 16. 15 CONTENT MARKETING WITH CONTEXT SMART MARKETERS ARE ENTICING CUSTOMERS TO REACT AT VARIOUS POINTS SUPERIOR DEMAND GEN BEING DRIVEN BY REDUCING THE GAP IN ADOPTION OF CONTENT
  17. 17. 16 DOVETAILING CONTENT TO AUDIENCE AND STAGE SMART MARKETERS ARE WEARING THEIR CUSTOMERS’ HATS WITH CONTENT SUPERIOR DEMAND GEN BEING DRIVEN BY OVERCOMING THE FUD’S OF PROSPECTS AT STAGES THROUGH CONTENT
  18. 18. 17 BASIS OF CONTEXT AND PERSONALIZATION MARKETERS ARE USING DATA FROM ONE SYSTEM TO POWER ANOTHER Web CMS, Video Delivery platform, Content Posting platform Social Marketing Management Marketing Automation CRM Common Customer Context
  19. 19. 1818 1 2 3 4 DEMAND GEN – THE ‗IDEAL‘ DEMAND GEN – THE ‗MIRAGE‘ ENTERPRISE COMMON DENOMINATOR DEMAND GEN – THE ‗THREESOME‘!
  20. 20. 19 THE MODERN MARKETER…INTERRUPTED PROCESS: PITFALL? CONTENT: COMPLIANCE ? AUTOMATION: SLAVE OR ENABLER? FOUNDATION: BAD DATA?
  21. 21. 20 5% OF THE MARKETERS INTERVIEWED, ONLY 5 PERCENT SAID THEY WERE ―VERY PREPARED‖ TO EXECUTE A CROSS CHANNEL STRATEGY.Forrester, 2012
  22. 22. 21 10% ―WE BELIEVE THAT FEWER THAN 10 PERCENT OF BRANDS ARE EXECUTING TRUE CROSS-CHANNEL COMMUNICATIONS INFORMED BY ONE VIEW OF THE CUSTOMER, BUT THAT MOST MARKETERS RECOGNIZE THE NEED TO GET THERE.‖Experian, 2013
  23. 23. 22 50% 50 PERCENT OF MARKETING SPEND IS MISALIGNED WITH CLIENT NEEDS WITHIN THEIR DECISION JOURNEY (LIFE CYCLE). McKinsey & Company, April 2013
  24. 24. 23 EYE OPENERS CONSIDERATIONS 1. Which channels are most effective at initially bringing your best clients to your brand? 2. Which ones are strongest at delivering a conversion? 3. Which channels or platforms are customers using conjointly? 4. What path did clients take to conversion, and when did each of those interactions occur? ACCORDING TO FORRESTER, 57 PERCENT OF MARKETERS MEASURE EACH OF THEIR CHANNELS, BUT ONLY 28 PERCENT MEASURE THE INFLUENCE OF ONE INTERACTIVE CHANNEL ON ANOTHER.
  25. 25. 24 DEMAND CREATION LEADERS HAVE LITTLE CHOICE BUT TO FLOOD THE WATERFALL WITH HAND RAISERS FROM OUTBOUND EFFORTS CONTENT DOES NOT EQUATE TO CONVERSION Source: MarketingSherpa,SiriusDecisionsandProperlGrowth Top of the Funnel Inquiries to MQLs
  26. 26. 25 MOVING PEOPLE FROM CONSIDERATION TO COMMITMENT IS THE MOST IMPORTANT PATH OF THE SALES PROCESS DOING IT RIGHT BUT SEEING SLOW PROGRESS?
  27. 27. 26 PROCESS LEADS TECHNOLOGY BUT CAN ALSO BE ITS BANE PROCESS DEFEATS TECHNOLOGY
  28. 28. 27 GOLDEN HANDSHAKES MAY BE UNREAL – ‘AND’ & ‘OR’ GATES MAYBE REALISTIC MQL SAL SQL Win/Loss/ ND Marketing Qualified Lead Sales Accepted Lead Sales Qualified Lead LEAD A//unknown prospect Raw Lead Source: SiriusDecisions Parameter Check Website visit +1 Website download +1 Email open +1 Email click through +1 Twitter follower +1 LinkedIn Shared group member +1 Company revenue, location +2
  29. 29. 28 IT CAN GET DOWN TO TYPOS AND MISCOMMUNICATION OF STRATEGIC MESSAGING HONEY IT IS ALL ABOUT PEOPLE! Content Migration Best Practices @datamigration 5 steps to content migration success Data migration – listen to the leaders Content Migration Best Practices MISPLACED PEDAGOGY CAN HAVE SEVERE PIPELINE RAMIFICATIONS
  30. 30. 2929 1 2 3 4 DEMAND GEN – THE ‗IDEAL‘ DEMAND GEN – THE ‗MIRAGE‘ ENTERPRISE COMMON DENOMINATOR DEMAND GEN – THE ‗THREESOME‘!
  31. 31. 30 THE MODERN MARKETER…PART DEUX PROCESS: DEFINING BASELINES COLLABORATI ON: COMPLIANCE CREATIVITY: TRUE DIFFERENTIA TOR AUTOMATION: DELIVERABILI TY
  32. 32. 31 MODERN MARKETERS HAVE SO MUCH MORE TO DO THAT EVERYTHING‘S SIMPLY IMPOSSIBLE BASELINES THAT WORK
  33. 33. 32 EVERYBODY NEEDS TO CONTRIBUTE TO MARKETING BUT IN A WAY THAT MARKETING DEFINES COLLABORATIVE COMPLIANCE
  34. 34. 33 COLLABORATIVE COMPLIANCE
  35. 35. 34 DON‘T LET BAD DATA TROUNCE YOUR CREATIVITY AND HIT YOUR REVENUE IMPACT PREVENTING ‘BAD DATA OVERLOAD’
  36. 36. 35 REVENUE IS SHARED RESPONSIBILITY SALES IS NOT CONSUMER/BUYER FOR MARKETING
  37. 37. 3636 1 2 3 4 DEMAND GEN – THE ‗IDEAL‘ DEMAND GEN – THE ‗MIRAGE‘ ENTERPRISE COMMON DENOMINATOR DEMAND GEN – THE ‗THREESOME‘!
  38. 38. 37 PEOPLE: CREATIVITY PROCESS: BASELINE COMPLIANCE TECHNOLOGY: DELIVERABILITY
  39. 39. 38 EBAY CROWDSOURCING CasestudySource: eBay,SlideShare,YouTube
  40. 40. 39 EBAY CROWDSOURCING
  41. 41. 40 EBAY CROWDSOURCING
  42. 42. 41 EBAY CROWDSOURCING
  43. 43. 42 EBAY CROWDSOURCING
  44. 44. 43 EBAY CROWDSOURCING
  45. 45. 44 KEY STEPS TO TAKE DEMAND GEN CIRCA 2013+: REVENUE IMPACT IS MUST HAVE AND MARKETERS ALONE CANNOT DO EVERYTHING Creativityistheonlysecret sauce: Truedifferentiation isaresultofstrategicand creativemessaging Tablestakesarehigher: Technologyshouldenable youtodeliverwhatyour customersneedwherever theyare Revenueiseverybody’s business: Marketingsets therulesbutSalesand everybodyelseneedto complytocontributeto revenue DemandGenisathreesome!: Anorgyof creativity/people,process andtechnologythat definesmodernmarketing
  46. 46. 45 CONNECT WITH US 1-877-339-6264 www.edynamic.net contact@edynamic.net twitter.com/edynamic youtube.com/1999dynamic facebook.com/edynamic.net

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