My presentation about the 7 Deadly Sins if Marketing at Target Marketing Mag's virtual conference. We cover a ton of stuff including: - Metrics Driven Marketing - Audience Segmentation - Selling vs. Nurturing

1. 7 DEADLY SINS OF MARKETING
Hana Abaza, Director of Marketing
@HanaAbaza

2. 7 DEADLY SINS OF MARKETING @HANAABAZA
1. MARKETING WITHOUT METRICS
*80% of CEOs don’t trust marketers.
Marketer need to be adept in collecting and
identifying the metrics that matter.
1. Engagement metrics
2. Business metrics
*Source: Fournaise Group

3. 7 DEADLY SINS OF MARKETING @HANAABAZA
Engagement metrics can be valuable indicators in social and content marketing, telling
you how well your content is resonating with your audience.
ENGAGEMENT METRICS
Time on site
Pages per visit
Social shares
Bounce rate
Search rankings

4. 7 DEADLY SINS OF MARKETING @HANAABAZA
Understanding your business metrics will help you figure out and boost your marketing ROI.
BUSINESS METRICS
CTA / Form conversion rate
Visitor to lead conversion
Lead to customer conversion
Cost per lead / customer
Customer retention (churn)

5. 7 DEADLY SINS OF MARKETING @HANAABAZA
2. MARKETING IN A SILO
If you don’t talk to your customers and your internal teams
(sales, customer service and product) you’re missing out!
Get insights from everyone so you can pack a bigger
marketing punch.

6. 7 DEADLY SINS OF MARKETING @HANAABAZA
QUESTIONS FOR SALES
1. What are the main objections you hear?
2. What is the biggest pain point for our customers?
3. What is the top non-product related question you get?

7. 7 DEADLY SINS OF MARKETING @HANAABAZA
QUESTIONS FOR CUSTOMERS
1. Exit surveys: why didn’t they buy?
2. New customer surveys: what do they love?
3. Are you a “must-have”?
4. Would they recommend you? (NPS)

8. 7 DEADLY SINS OF MARKETING @HANAABAZA
3. NO AUDIENCE SEGMENTATION
Not segmenting your audience is like
sending your grandmother and your husband
the exact same birthday card!

9. 7 DEADLY SINS OF MARKETING @HANAABAZA
WHY SEGMENT?
Increase conversion rates
Create a better experience
Increase customer retention
Increase revenue!

10. 7 DEADLY SINS OF MARKETING @HANAABAZA
HOW TO SEGMENT
Behavioral: what actions have they taken?
Demographic: who are they, what’s their situation?

11. 7 DEADLY SINS OF MARKETING @HANAABAZA
4. NO EXPERIMENTATION PROCESS
There is ALWAYS room for improvement!
Foster a culture of testing and experimentation.
It’s okay to fail in order to find a big win.

12. 7 DEADLY SINS OF MARKETING @HANAABAZA
TEST TEST TEST!
Try new messaging
A/B tests (landing pages, emails etc.)
Multivariate testing (landing pages)
Channel testing (social, paid etc.)
So much more!

13. 7 DEADLY SINS OF MARKETING @HANAABAZA
WHEN THE RESULTS ARE IN
1. Kill the experiment – if it’s not working
2. Optimize for a while longer – if it might work
3. Scale it – if it’s working really well

14. 7 DEADLY SINS OF MARKETING @HANAABAZA
250% increase in conversion
Traditional Landing Page Uberflip CTA Overlay
Example: Monetate’s marketing team tested a traditional landing pages against an Uberflip overlay CTA
and saw a 250% increase in conversion.
All marketers need a process for testing and experimentation.

15. 7 DEADLY SINS OF MARKETING @HANAABAZA
5. SPRAY & PRAY MARKETING
Definition: “Spraying” large groups of potential customers
with your message without targeting the right message
to the right person at the right time.
Experimentation > discover effective new channels
Spray & pray > waste time, money and resources

16. 7 DEADLY SINS OF MARKETING @HANAABAZA
6. “SELLING” NOT “NURTURING”
Most prevalent in content and email marketing
Avoid low-value content or rushing straight to “the pitch”
Nurture leads at every stage of the buyer journey

17. 7 DEADLY SINS OF MARKETING @HANAABAZA
7. “SET IT AND FORGET IT”
ABO – Always be Optimizing
It’s easy to set up a PPC or email nurture campaign and just
let it run. Set up a process for evaluation and iteration.

18. 7 DEADLY SINS OF MARKETING @HANAABAZA
WHAT TO OPTIMIZE
How is it performing? Will optimizing have a business impact?
Website funnel
Email campaigns
Email subject lines
And more…

19. 7 DEADLY SINS OF MARKETING @HANAABAZA
Thank you!
Let’s keep in touch.
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