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Connect Content to Revenue™Becoming a Revenue Centric Digital Marketer<br />Tom Wentworth<br />CMO<br />tom.wentworth@ektr...
Agenda<br />The case for becoming a revenue centric digital marketer<br />Five steps to connect content to revenue<br />Ab...
Why become a revenue centric DIGITAL marketer?<br />
Why Connect Content to Revenue?<br />Current worldwide economic environment demands revenue growth<br />Marketing leaders ...
Revenue is the top Marketing Priority<br />Q:	From among the following, what do you expect your organization's top three m...
Achieve Business OutcomesTo Build Revenue<br />a measurable activity that has a quantifiable impact on revenue<br />
Exercise:Identify the business outcomes that move the needle for your company<br />
How to connect content to revenue<br />
How to Connect Content to Revenue<br />Content<br />Websites, landing pages, microsites<br />
Web Content Managementfor Digital Marketers<br />Web Content Management<br />Deploy<br />
How to Connect Content to Revenue<br />Context<br />Behavior, device, social graphs, environment, location<br />Content<br...
Content is King<br />If Content is King. Context is Queen.<br />
Where does contextcome from?<br /><ul><li>Product interest
Visit patterns
Previous purchases
Campaign responses
Referring domain
Search keyword
Traffic type</li></ul>Site Behavior<br />Source<br />Context<br /><ul><li>Location
Time zone
Device type
Browser
Salesforce
Dynamics
Twitter
Facebook
LinkedIn
Google</li></ul>Environment<br />CRM<br />Social Graph<br />
How to Connect Content to Revenue<br />Experience<br />Websites, mobile devices, communities, landing pages, email<br />Co...
Customer journeys happen across channels <br />
August 2011 “Harnessing The Convergence Of Customer Experience Management Solutions”<br />Delivering Cross Touchpoint Cust...
How to Connect Content to Revenue<br />Optimization<br />SEO, personalization, conversion rate optimization<br />Experienc...
Personalization isn’t happening<br />
Example: Flights to London<br />
Where’s Boston?<br />Where’s London?<br />Useless promotion<br />
Relevant imagery<br />Pre-selected London destination<br />Pre-selected Boston origination<br />
Types of Conversion Rate Optimization<br /><ul><li>A|B Testing
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Becoming a Revenue Centric Marketer

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"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 of "Becoming a Revenue Centric Marketer"

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