The Fundamental
Things Still Apply
How to deal with “Innovation
Overload” and produce business
results
#NEDMAInno14
Louis ...
Louis Gudema
Senior Account Executive
ISITE Design
Senior Account Executive
Overdrive Interactive
Founder and president
Ma...
Rate of change is accelerating
SEO
banners/ads
search ads
marketing automation
social media
predictive analytics
mobile
re...
Information
Overload
Innovation
Most companies not using
marketing automation
Fortune 500 25%
B2B 11-13%
All 5%
And many of these are using it only for em...
Content everywhere
• 54% of brands don’t have a content
strategy
• 75% of brands intend to increase their
content marketin...
Agencies are overwhelmed, too
http://www.mediapost.com/publications/article/221082/small-mid-sized-agencies-still-ambivale...
Digital has changed everything
Omni-channel marketing lives
So the fundamental things
still apply
You need to reach the right AUDIENCE
with the right MESSAGE and OFFER on
the right D...
• Top-down enterprise approach
• Bottom-up departmental approach
“Tactics without strategy
is the noise before defeat.”
- Sun Tzu
• Empower innovation champions
• Identify needs
• Break down silos
• Align the entire organization around
change
• Create ...
Top down…
• Build your team
• Develop personas
• Map buyer’s journey
• Identify best properties to be in front
of buyer/cu...
Top down…
• This can take 6-12 months
• May need to wait for next budget
cycle for full implementation
• Plan some quick w...
Build your team
…of analytical marketers
Develop Personas
• Start with 3-6 personas that matter
• Your biggest customers: common
characteristics
• Differences that...
Developing Personas with Website data
Developing Personas with Website data
Developing Personas with Website data
Data from social media
Research tools
WhatRunsWhere.com
Social Media listening
Research conversations
Developing Personas
Developing Personas
Using personas in website
Using personas in website
Using personas in website
Top down…
• Build your team
• Develop personas
• Map buyer’s journey
• Identify best properties to be in front
of buyer/cu...
Buyers/Customers stages
Awareness
Interest
Preference
Action
Sustain/resell
Champion
Buying/Customer Stage
Buyer’s journey
http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey
You must use omni-channel
marketing because
your customer is everywhere.
Different preferences for
different experiences
Search behavior and keywords
vary by stage of buyer’s journey
http://www.b2bmarketinginsider.com/search-marketing/how-to-u...
Top down…
• Build your team
• Develop personas
• Map buyer’s journey
• Identify best properties to be in front
of buyer/cu...
Identify best channels
Identify best properties…
• Start with search marketing
• Use remarketing
• Site visitors
• Look-alike
• Look at sources o...
Top down…
• Build your team
• Develop personas
• Map buyer’s journey
• Identify best properties to be in front
of buyer/cu...
Tips for selecting technologies…
• What is your technology stack?
• Will IT support it, if necessary?
• Will it integrate ...
Top down…
• Build your team
• Develop personas
• Map buyer’s journey
• Identify best properties to be in front
of buyer/cu...
Competitive Research
Competitive Research
Research: keyword tool
Competitive Research
Research: keyword tool
Competitive ad information
Vary content, etc. by stage of
buyer’s journey
Awareness Consideration Decision
Keywords Broad industry,
issues
Solutions ...
Top down…
• Build your team
• Develop personas
• Map buyer’s journey
• Identify best properties to be in front
of buyer/cu...
Data, data, data…
http://www.searchenginejournal.com/10-great-social-web-analytics-tools/90629/
Collect emails first,
sell second
Ultimate goal:
quantifying marketing’s
contribution to revenue
Maybe your corporate culture
doesn’t support this approach
Bottom-up, departmental
approach
Bottom-up, departmental
approach
Bottom-up, departmental
approach
Bottom-up, departmental
approach
• Duplicate, possibly incompatible
technologies
• Extra effort, or less cooperation, from IT
• Poor sharing of learnings
•...
It’s not just the tools,
it’s how you use them
It’s not just the tools,
it’s how you use them
http://wowpics.in/amazing-pics/amazing-celebrity-models-pencil-sketches/
Louis Gudema
http://louisgudema.com
http://www.slideshare.net/lgudema/presentations
The Fundamental
Things Still Apply
NEDMA Innovations Summit 2014 - Digital marketing innovation overload - Louis Gudema
NEDMA Innovations Summit 2014 - Digital marketing innovation overload - Louis Gudema
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NEDMA Innovations Summit 2014 - Digital marketing innovation overload - Louis Gudema

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Digital marketing technology has outpaced the ability of marketers to implement and optimize it. In this talk, I present a strategic approach to help marketers implement omni-channel marketing more successfully.

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NEDMA Innovations Summit 2014 - Digital marketing innovation overload - Louis Gudema

  1. 1. The Fundamental Things Still Apply How to deal with “Innovation Overload” and produce business results #NEDMAInno14 Louis Gudema @louisgudema http://louisgudema.com
  2. 2. Louis Gudema Senior Account Executive ISITE Design Senior Account Executive Overdrive Interactive Founder and president Magic Hour Communications Blog for Econsultancy IDG Connect http://louisgudema.com
  3. 3. Rate of change is accelerating SEO banners/ads search ads marketing automation social media predictive analytics mobile real-time bidding programmatic ad sales wearables Internet of Things website analytics email marketing Ecommerce CRM content management system
  4. 4. Information Overload Innovation
  5. 5. Most companies not using marketing automation Fortune 500 25% B2B 11-13% All 5% And many of these are using it only for email http://www.clickz.com/clickz/column/2243015/25-of-fortune-500-b2b-companies-have-adopted-marketing-automation
  6. 6. Content everywhere • 54% of brands don’t have a content strategy • 75% of brands intend to increase their content marketing spend
  7. 7. Agencies are overwhelmed, too http://www.mediapost.com/publications/article/221082/small-mid-sized-agencies-still-ambivalent-about.html 94% of small- and mid-sized agencies say they are not using, or are not sure of, programmatic ad buying
  8. 8. Digital has changed everything
  9. 9. Omni-channel marketing lives
  10. 10. So the fundamental things still apply You need to reach the right AUDIENCE with the right MESSAGE and OFFER on the right DEVICE at the right TIME and MEASURE and OPTIMIZE And digital gives you many more tools and channels to do it with
  11. 11. • Top-down enterprise approach • Bottom-up departmental approach
  12. 12. “Tactics without strategy is the noise before defeat.” - Sun Tzu
  13. 13. • Empower innovation champions • Identify needs • Break down silos • Align the entire organization around change • Create policies to support change • Budget to support change Governance
  14. 14. Top down… • Build your team • Develop personas • Map buyer’s journey • Identify best properties to be in front of buyer/customer in every stage • Select and implement enabling technologies • Create messages, content, offers, etc. • Test and optimize
  15. 15. Top down… • This can take 6-12 months • May need to wait for next budget cycle for full implementation • Plan some quick wins along the way to build credibility
  16. 16. Build your team …of analytical marketers
  17. 17. Develop Personas • Start with 3-6 personas that matter • Your biggest customers: common characteristics • Differences that are important to buying • Customer interviews and surveys • Use demographics and psychographics and bring to life
  18. 18. Developing Personas with Website data
  19. 19. Developing Personas with Website data
  20. 20. Developing Personas with Website data
  21. 21. Data from social media
  22. 22. Research tools WhatRunsWhere.com
  23. 23. Social Media listening
  24. 24. Research conversations
  25. 25. Developing Personas
  26. 26. Developing Personas
  27. 27. Using personas in website
  28. 28. Using personas in website
  29. 29. Using personas in website
  30. 30. Top down… • Build your team • Develop personas • Map buyer’s journey • Identify best properties to be in front of buyer/customer in every stage • Select and implement enabling technologies • Create messages, content, offers, etc. • Test and optimize
  31. 31. Buyers/Customers stages Awareness Interest Preference Action Sustain/resell Champion
  32. 32. Buying/Customer Stage
  33. 33. Buyer’s journey http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey
  34. 34. You must use omni-channel marketing because your customer is everywhere.
  35. 35. Different preferences for different experiences
  36. 36. Search behavior and keywords vary by stage of buyer’s journey http://www.b2bmarketinginsider.com/search-marketing/how-to-use-paid-search-to-target-buyers-by-stage
  37. 37. Top down… • Build your team • Develop personas • Map buyer’s journey • Identify best properties to be in front of buyer/customer in every stage • Select and implement enabling technologies • Create messages, content, offers, etc. • Test and optimize
  38. 38. Identify best channels
  39. 39. Identify best properties… • Start with search marketing • Use remarketing • Site visitors • Look-alike • Look at sources of traffic to your website • Look at demographics of people using properties, and how to target • Consider omni-channel options to boost results
  40. 40. Top down… • Build your team • Develop personas • Map buyer’s journey • Identify best properties to be in front of buyer/customer in every stage • Select and implement enabling technologies • Create messages, content, offers, etc. • Test and optimize
  41. 41. Tips for selecting technologies… • What is your technology stack? • Will IT support it, if necessary? • Will it integrate with your other systems, especially your data? • Avoid a features war • 80:20 rule • Best-of-breed vs Integrated suite • Ease of implementation • Learning curve and ease-of-use • Ease of analytics • Will it make a difference?
  42. 42. Top down… • Build your team • Develop personas • Map buyer’s journey • Identify best properties to be in front of buyer/customer in every stage • Select and implement enabling technologies • Create messages, content, offers, etc. • Test and optimize
  43. 43. Competitive Research
  44. 44. Competitive Research
  45. 45. Research: keyword tool
  46. 46. Competitive Research
  47. 47. Research: keyword tool
  48. 48. Competitive ad information
  49. 49. Vary content, etc. by stage of buyer’s journey Awareness Consideration Decision Keywords Broad industry, issues Solutions Brands Content Webinar, infographic, checklist, Top 10 issues Case studies, demos, FAQ, spec sheet Free trial, ROI calculator, coupon, info for CFO Gated No Maybe Yes Sales follow-up No Maybe Definitely
  50. 50. Top down… • Build your team • Develop personas • Map buyer’s journey • Identify best properties to be in front of buyer/customer in every stage • Select and implement enabling technologies • Create messages, content, offers, etc. • Test and optimize
  51. 51. Data, data, data… http://www.searchenginejournal.com/10-great-social-web-analytics-tools/90629/
  52. 52. Collect emails first, sell second
  53. 53. Ultimate goal: quantifying marketing’s contribution to revenue
  54. 54. Maybe your corporate culture doesn’t support this approach
  55. 55. Bottom-up, departmental approach
  56. 56. Bottom-up, departmental approach
  57. 57. Bottom-up, departmental approach
  58. 58. Bottom-up, departmental approach
  59. 59. • Duplicate, possibly incompatible technologies • Extra effort, or less cooperation, from IT • Poor sharing of learnings • Lack of policies, training, always-on budgets • No economies of scale in media buying • Holes in customer experience • Etc., etc., etc. Bottom-up, departmental approach problems
  60. 60. It’s not just the tools, it’s how you use them
  61. 61. It’s not just the tools, it’s how you use them http://wowpics.in/amazing-pics/amazing-celebrity-models-pencil-sketches/
  62. 62. Louis Gudema http://louisgudema.com http://www.slideshare.net/lgudema/presentations The Fundamental Things Still Apply

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