Becoming a Revenue Centric Marketer

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"Becoming a Revenue Centric Marketer" - Ektron webinar held on 9/28.

"Becoming a Revenue Centric Marketer" - Ektron webinar held on 9/28.

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  • A business outcome is a measurable activity that has a quantifiable impact on revenue. All businesses’ have the goal of building brand awareness, increasing conversions, furthering engagement, and personalizing the experience to each customer. And all want more customers. Most organizations also measure business outcomes unique to their industry. For example, Colleges and Universities will want to increase applicants, and Non-Profits and Associations will want to increase memberships and donations.
  • After defining the desired business outcome, the challenge, of course, is actually achieving that outcome. A business wants to generate more leads, but is facing low conversion rates. A nonprofit is trying to increase memberships and donations, but their website isn’t engaging. A government website wants to offer self-service features, but visitors can’t easily find the information they need. A university site renders poorly on a Smartphone and tablet, so mobile visitors choose to visit another school’s site.These pain points are not new. If your customers can’t accomplish their goals …
  • Story of Billy Beane and the 2002 Oakland A’s.Yankees had a $125 payrollOakland had $41mSpeculationHiPPO (Art Howe)
  • a result is called statistically significant if it is unlikely to have occurred by chance.

Transcript

  • 1. Connect Content to Revenue™Becoming a Revenue Centric Digital Marketer
    Tom Wentworth
    CMO
    tom.wentworth@ektron.com
    @twentworth12
  • 2. Agenda
    The case for becoming a revenue centric digital marketer
    Five steps to connect content to revenue
    About Ektron
    Resources and next steps
    Questions
  • 3. Why become a revenue centric DIGITAL marketer?
  • 4. Why Connect Content to Revenue?
    Current worldwide economic environment demands revenue growth
    Marketing leaders being held accountable for revenue
  • 5. Revenue is the top Marketing Priority
    Q: From among the following, what do you expect your organization's top three marketing priorities to be?
    Acquiring new customers
    Increasing market share
    Improving customer retention
    Supporting sales
    Improving the customer experience
    Preparing for growth
    Increasing customer share of wallet
    Improving brand loyalty
    More online marketing activities
    Implementing marketing IT systems
    Other
    Sum of mean percentages of top three
    Source Gartner
  • 6. Achieve Business OutcomesTo Build Revenue
    a measurable activity that has a quantifiable impact on revenue
  • 7.
  • 8. Exercise:Identify the business outcomes that move the needle for your company
  • 9. How to connect content to revenue
  • 10. How to Connect Content to Revenue
    Content
    Websites, landing pages, microsites
  • 11. Web Content Managementfor Digital Marketers
    Web Content Management
    Deploy
  • 12. How to Connect Content to Revenue
    Context
    Behavior, device, social graphs, environment, location
    Content
    Websites, landing pages, microsites
  • 13. Content is King
    If Content is King. Context is Queen.
  • 14. Where does contextcome from?
    Site Behavior
    Source
    Context
    Environment
    CRM
    Social Graph
  • 30. How to Connect Content to Revenue
    Experience
    Websites, mobile devices, communities, landing pages, email
    Context
    Behavior, device, social graphs, environment, location
    Content
    Websites, landing pages, microsites
  • 31. Customer journeys happen across channels
  • 32. August 2011 “Harnessing The Convergence Of Customer Experience Management Solutions”
    Delivering Cross Touchpoint Customer Experiences Drives Need For New Capability
  • 33. How to Connect Content to Revenue
    Optimization
    SEO, personalization, conversion rate optimization
    Experience
    Websites, mobile devices, communities, landing pages, email
    Context
    Behavior, device, social graphs, environment, location
    Content
    Websites, landing pages, microsites
  • 34.
  • 35. Personalization isn’t happening
  • 36. Example: Flights to London
  • 37. Where’s Boston?
    Where’s London?
    Useless promotion
  • 38. Relevant imagery
    Pre-selected London destination
    Pre-selected Boston origination
  • 39. Types of Conversion Rate Optimization
    • A|B Testing
    • 40. Test Broader Page Concepts
    • 41. “Low Hanging Fruit”
    • 42. Lower Traffic Requirements
    • 43. Difficult to Control External Factors
    • 44. Multivariate Testing
    • 45. More Learning
    • 46. More Complexity, Planning, Traffic
  • Which Test Won?
    B
    A
    A) Delivered 18% more purchases
    Source: whichtestwon.com
  • 47.
    “Continuous improvement is better than delayed perfection”
    – Mark Twain
  • 48. How to Connect Content to Revenue
    Business Outcome
    Sale, Page View, Member, Lead, Admission, Donation
    Loyalty, Awareness, Reputation, Advocacy
    Optimization
    SEO, personalization, conversion optimization
    Experience
    Websites, mobile devices, communities, landing pages, email
    Context
    Behavior, device, social graphs, environment, location
    Content
    Websites, landing pages, microsites
  • 49. Lead generationat Lloyds TSB
    • Full range of banking and financial services
    • 50. 5th largest bank in Europe
    • 51. Results:
    • 52. 90% increase in visitors
    • 53. 150% increase in leads
    • 54. 30% increase in visitor to registered lead conversion rate
  • Ad revenue & engagement at NASDAQ
    • Largest U.S. electronic stock market5
    • 55. Results:
    • 56. Grew community by 3000%
    • 57. Tripled ad revenue
  • Revenue growth at Valassis
    • Leading Media & Marketing Services Company
    • 58. Results:
    • 59. Decreased publishing time by 30%
    • 60. Doubled conversion rates on key CTAs
  • About Ektron
  • 61. About Ektron
    Ektron empowers organizations to fully realize their digital marketing
    potential by connecting content to revenue
    • Founded in 1998
    • 62. Headquarters in Nashua, NH
    • 63. - Worldwide Offices in Australia, Canada and the United Kingdom
    • 64. - Regional Offices in Denver, Richmond and San Francisco
    • 65. 270+ Employees
    • 66. Over 3,000 customers and 12,000 sites including The Home Depot, Kodak,Microsoft, and NASDAQ
  • MissionEmpower Marketers to Connect Content to Revenue
    Provide the most scalable, extensible, mobile, partner friendly, .NET WCM platform for the Enterprise
    Empower marketers to create contextually relevant customer experiences
    Create vibrant social communities for employees and customers.
    Deliver a seamless, social, cross-channel shopping experience
  • 67. Ektron Digital Experience Hub
    CUSTOMER
    RELATIONSHIP
    MANAGEMENT
    CONTEXT BUS
    MARKETING
    AUTOMATION
    WEB
    ANALYTICS
    CONTEXT BUS
    EMAIL
    MARKETING
  • 68.
  • 69. Resources and next steps
  • 70. Resources + Next Steps
    • Slides available at http://slideshare.net/ektron
    • 71. Webinar recording available shortly on http://ektron.com
    • 72. Suggested reading - http://whichtestwon.com
    • 73. Follow @ektron& @twentworth12 on Twitter
    • 74. An upcoming eBook on Connecting Content to Revenue will be provided to all attendees shortly
    • 75. Sign up for a personalized demonstration at http://ektron.com
  • Summary
    • Marketing must be viewed as a profit center, not a cost center
    • 76. Connecting Content to Revenue requires:
    • 77. A strong platform for managing content
    • 78. Context for understanding
    • 79. The ability to deliver experiences across all digital channels
    • 80. Processes for ongoing optimization
    • 81. The ability to tie content to the business outcomes that move the needle for your business
  • Questions