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.
Connect Content to Revenue™Becoming a Revenue Centric Digital Marketer Tom Wentworth CMO firstname.lastname@example.org @twentworth12
Agenda The case for becoming a revenue centric digital marketer Five steps to connect content to revenue About Ektron Resources and next steps Questions
Why Connect Content to Revenue? Current worldwide economic environment demands revenue growth Marketing leaders being held accountable for revenue
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
Achieve Business OutcomesTo Build Revenue a measurable activity that has a quantifiable impact on revenue
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
Ektron Digital Experience Hub CUSTOMER RELATIONSHIP MANAGEMENT CONTEXT BUS MARKETING AUTOMATION WEB ANALYTICS CONTEXT BUS EMAIL MARKETING