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Marketing Decision Makers: Stop Thinking Tactics, Start Thinking Campaigns - 2014 AMA Marketing Workshop
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Marketing Decision Makers: Stop Thinking Tactics, Start Thinking Campaigns - 2014 AMA Marketing Workshop

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Social advertising, native advertising, content marketing, mobile, marketing automation, CRM, email marketing - today's world of marketing is filled with more opportunity than ever before. But with …

Social advertising, native advertising, content marketing, mobile, marketing automation, CRM, email marketing - today's world of marketing is filled with more opportunity than ever before. But with this opportunity comes the potential inertia of too much – too much to learn, too much data to measure, too many technologies to adopt, too many marketing tactics to integrate – too many decisions overall! Find out how to bring strategic structure to the chaos in a way that your peers and leadership can clearly understand and support. Learn how to develop a strong, integrated campaign that will help you justify your marketing budget - or get a budget - to your organization's executive leadership.

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  • 1. Session one: Marketing decision makers: Stop thinking tactics, start thinking campaigns
  • 2. © 2013 Capstrat, LLC. All Rights Reserved. Session Agenda • Your distractors • Your customer’s distractors • The funnel: Bring order to the chaos • Tools to support your efforts
  • 3. © 2013 Capstrat, LLC. All Rights Reserved. Where does a marketer’s time go?
  • 4. © 2013 Capstrat, LLC. All Rights Reserved. Budgets “I don’t know.” – Response from 50% of marketers when asked how much they could increase incremental profits with a 10% increase in budget. Source: Lenskold Group and emedia
  • 5. © 2013 Capstrat, LLC. All Rights Reserved. Technology Email down. Password resets. Smartphone not connecting to Exchange. Internet is slow. Etc. Etc. Etc.
  • 6. © 2013 Capstrat, LLC. All Rights Reserved. Information 66% of marketers feel overwhelmed by volume of data, 59% are frustrated by how long it takes to receive reports, and 50% said reports lack important information. Source: DOMO Survey, November 2013
  • 7. © 2013 Capstrat, LLC. All Rights Reserved. Meetings 37% of employee time is spent in meetings. Managers attend more than 60 meetings per month. Source: InfoCom
  • 8. © 2013 Capstrat, LLC. All Rights Reserved. Politics 43% of employees say dealing with office politics is their primary time waster. Source: Salary.com
  • 9. © 2013 Capstrat, LLC. All Rights Reserved. Updates/Reports Knowledge workers spend an average of 41% of their time on discretionary activities that offer no satisfaction and could be handled competently by others. Source: Harvard Business Review
  • 10. © 2013 Capstrat, LLC. All Rights Reserved. Yourselves The average US adult spends 141 minutes a day using mobile devices. Source: Advertising Age Mobile Fact Pack 2013
  • 11. © 2013 Capstrat, LLC. All Rights Reserved. What is your customer’s attention focused on?
  • 12. © 2013 Capstrat, LLC. All Rights Reserved. Inundated with brand messages
  • 13. © 2013 Capstrat, LLC. All Rights Reserved. Same things as you, and...Fragmentation of media channels
  • 14. © 2013 Capstrat, LLC. All Rights Reserved.
  • 15. © 2013 Capstrat, LLC. All Rights Reserved. Newspapers have lost $40 Billion in advertising revenue since 2000. Source: Newspaper Association of America
  • 16. © 2013 Capstrat, LLC. All Rights Reserved. The number of pieces of mail delivered by the US postal service dropped from 250 Million to 50 Million over the last 6 years. Source: USPS
  • 17. © 2013 Capstrat, LLC. All Rights Reserved. Content on the Internet tripled between 2010 and 2013. Source: GoGlobe & Qmee
  • 18. © 2013 Capstrat, LLC. All Rights Reserved. 90% of all Internet traffic in 2017 will be video. Source: Cisco
  • 19. © 2013 Capstrat, LLC. All Rights Reserved. Sharing on social media has doubled between 2011 and 2013. Source: KPCB
  • 20. © 2013 Capstrat, LLC. All Rights Reserved. The half-life of a piece of content shared on Twitter and Facebook is 3 hours. (Half-life = 50% of Total clicks) Source: Bit.ly
  • 21. © 2013 Capstrat, LLC. All Rights Reserved. 73% of people surveyed wouldn’t care if the brands they used disappeared from their life. Source: Co.Exist
  • 22. © 2013 Capstrat, LLC. All Rights Reserved. 42% of global marketers say acquiring new customers is one of the top three marketing challenges facing their organization. Source: IBM
  • 23. © 2013 Capstrat, LLC. All Rights Reserved. It is 6 to 7 times more expensive to acquire a new customer than it is to keep a current one. Source: White House Office of Consumer Affairs
  • 24. © 2013 Capstrat, LLC. All Rights Reserved. Title Goes Here
  • 25. © 2013 Capstrat, LLC. All Rights Reserved. These customer distractors can be opportunity. But with all of this opportunity comes the potential inertia of too much...
  • 26. © 2013 Capstrat, LLC. All Rights Reserved. How can you bring structure to the chaos?
  • 27. © 2013 Capstrat LLC. All Rights Reserved. Funnel • testing/optimization
  • 28. © 2013 Capstrat, LLC. All Rights Reserved.
  • 29. © 2013 Capstrat LLC. All Rights Reserved. Sales, New Members, Advocates, etc The funnel approach Awareness/Attention Action Desire Interest Universe of People
  • 30. © 2013 Capstrat LLC. All Rights Reserved. Planning/Strategy Action Desire Interest Universe of People Audience Segmentation Awareness/Attention Account Planning Research Positioning Messaging Delivery
  • 31. © 2013 Capstrat LLC. All Rights Reserved. Awareness/Attention Account Planning Research Positioning Messaging Delivery Action Desire Interest Universe of People Audience Segmentation Awareness/Attention Public Relations Advertising Social Media
  • 32. © 2013 Capstrat LLC. All Rights Reserved. Interest Account Planning Research Positioning Messaging Delivery Public RelationsAdvertising Social Media Action Desire Interest Universe of People Audience Segmentation Awareness/Attention Direct Marketing Search Social Channel Marketing Digital Experience Native Advertising
  • 33. © 2013 Capstrat LLC. All Rights Reserved. Desire Account Planning Research Positioning Messaging Delivery Public RelationsAdvertising Social Media Action Desire Interest Universe of People Audience Segmentation Awareness/Attention Direct Marketing Search Social Digital Experience Channel Marketing Native Advertising Infographics Video
  • 34. © 2013 Capstrat LLC. All Rights Reserved. Action Account Planning Research Positioning Messaging Delivery Public RelationsAdvertising Social Media Action Desire Interest Universe of People Audience Segmentation Awareness/Attention Direct Marketing Search Social Digital Experience Channel Marketing Videos Infographics Native Advertising Conversion Optimization User Experience
  • 35. © 2013 Capstrat LLC. All Rights Reserved. Relationship cultivation and management Action Desire Interest Universe of People Awareness/Attention Customer Segmentation Lead Management Strategy Tactical Execution - Timing - Channels/Tactics Marketing Content Strategy Marketing Automation Analytics Optimization
  • 36. © 2013 Capstrat, LLC. All Rights Reserved.
  • 37. © 2013 Capstrat, LLC. All Rights Reserved.
  • 38. © 2013 Capstrat, LLC. All Rights Reserved.
  • 39. © 2013 Capstrat LLC. All Rights Reserved. Content
  • 40. © 2013 Capstrat LLC. All Rights Reserved. Content engine
  • 41. © 2013 Capstrat LLC. All Rights Reserved. The campaign stack: A pragmatic approach to marketing Air Cover Demand and Lead Generation Collateral Training Commercial offer Promotions Print, online, TV, radio, public relations, online banners/search, podcasts, out-of-home (billboards, airports, etc.) Direct mail, email, Newsletters, events (real and virtual) Briefs, presentations, white paper, customer case studies Workshops, E-seminars, podcasts, online exams Preconfigured packages, boxed sets, subscription service, starter kits Bundle discounts, partner incentives, rebates, awards
  • 42. © 2013 Capstrat LLC. All Rights Reserved. Big whooping mistakes No call to action Bad timing between air cover and demand generation Inconsistent message No training Not telling Sales Telling channel partners before direct Sales or Field Marketing
  • 43. © 2013 Capstrat, LLC. All Rights Reserved. Measurement/Analytics Loyalty Sales Attribution High Value Behaviors Completion of Task Likes/Follows Page/Video Views Time Spent Clicks CTR/CPC Visits
  • 44. © 2013 Capstrat LLC. All Rights Reserved. Analytics framework Outputs Contact/response level Reach, touch, click Business Goals Organizational level Added value Outcomes Perception and behavioral level Knowledge, opinions, attitudes Frequency Visits Site conversions Prominence Message impact Share of voice Journalist inquiries … Awareness Comprehension Recollection Recognition Credibility Image changes Recommendations Purchasing intent Sales ... Revenue/turnover Contracts closed Reputation value Brand value Price-earnings Ratio Market share Stock price Employee retention ... Impact on tactics/media/channels Impact on targeted groups Impact on the organization
  • 45. © 2013 Capstrat, LLC. All Rights Reserved. Optimization and testing
  • 46. © 2013 Capstrat LLC. All Rights Reserved. Optimization/Testing Action Desire Interest Universe of People Audience Segmentation Awareness/Attention
  • 47. © 2013 Capstrat, LLC. All Rights Reserved.
  • 48. © 2013 Capstrat LLC. All Rights Reserved.
  • 49. © 2013 Capstrat LLC. All Rights Reserved. Tools to support your efforts • Analytics framework • Conversion funnel worksheet • ROI calculators • Campaign stack • Messaging matrix • Content engine framework
  • 50. © 2013 Capstrat LLC. All Rights Reserved. Analytics framework
  • 51. © 2013 Capstrat LLC. All Rights Reserved. Conversion funnel worksheet
  • 52. © 2013 Capstrat LLC. All Rights Reserved. B2B industry benchmark for lead conversions* Suspects * Based on industry averages/benchmark developed by Netprospex Prospects Marketing Qualified Lead Sales Accepted Lead Sales Qualified Lead Closed Deals Avg Size of Sale 2014 Marketing Generated Revenue Goal $$$$$$ x $$$$ 2% 4% 67% 47% 31% Closed Deals Suspects Prospects Marketing Qualified Lead Sales Accepted Lead Sales Qualified Lead
  • 53. © 2013 Capstrat LLC. All Rights Reserved. Your conversion funnel worksheet Suspects Prospects Marketing Qualified Lead Sales Accepted Lead Sales Qualified Lead Closed Deals Avg Size of Sale 2014 Marketing Generated Revenue Goal $$$$$$ x $$$$ ?% ?% ?% ?% ?% Closed Deals Suspects Prospects Marketing Qualified Lead Sales Accepted Lead Sales Qualified Lead
  • 54. © 2013 Capstrat LLC. All Rights Reserved. Return on investment (ROI) calculators
  • 55. © 2013 Capstrat LLC. All Rights Reserved. Campaign stack
  • 56. © 2013 Capstrat LLC. All Rights Reserved. Messaging matrix
  • 57. © 2013 Capstrat LLC. All Rights Reserved. Content engine framework
  • 58. © 2013 Capstrat, LLC. All Rights Reserved. Enough with the theory...
  • 59. © 2013 Capstrat, LLC. All Rights Reserved. Thank you Shane Johnston e. sjohnston@capstrat.com t. @shanetjohnston Jon Barlow e. jbarlow@capstrat.com t. @Jon_Barlow www.capstrat.com