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SMX East 2018 Aligning Marketing With the Customer Journey

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Amy Bishop & Heather Cooan explain how to plan campaigns, how to build full funnel campaigns that align with the path to purchase.

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SMX East 2018 Aligning Marketing With the Customer Journey

  1. 1. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Aligning Your Marketing with Your Customer’s Journey News Flash: It’s Not About You…
  2. 2. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Revolutionizing the way companies think about and approach growth! www.HDCDigital.com Email to request this deck: hcooan@hdcdigital.com Heather Cooan – Founder & Principal Growth Strategist
  3. 3. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Amy Bishop, Performance-Marketing Consultant • Amy Bishop • Owner, www.CultivativeMarketing.com • Travel Enthusiast • Loves cat memes. Okay, any memes. • Let’s chat: @Hoffman8
  4. 4. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan ▪ We’ll Cover… – Getting Started – Your Foundation – Building Your Infrastructure – Aligning Content – Aligning Channels – Measuring Performance – Do’s and Don’ts Along The Way! Agenda
  5. 5. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Where Are You Going? Getting Started
  6. 6. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan • Business Goals • Department Goals • Gap Analysis • Addressable Market • Attainable Market • Conversion Rates • Budget Objective Setting & Campaign Planning Campaign Goals Department Goals Business Goals
  7. 7. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan The Campaign Purpose Brand Activation Market Penetration Product Penetration Reactivation Customer AdvocacyThought Leadership Launch Retention New Acquisition Customer Expansion
  8. 8. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Campaign Selection Rubric
  9. 9. There’s a lot going on below the surface… Market Segmentation Personas Information Needs The Path to Purchase The Plan: Strategy,Tactics, Channels, Measurement Your Messaging
  10. 10. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Who Are You Talking To? The Foundation
  11. 11. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan The Buyer Journey & Your Sales Process Prospect Connect & Qualify Research Present Objection Handling Close Recognizing Problem Researching Options Researching Brands Taking Action Purchase Customer Experience Sales Process Buyer Journey
  12. 12. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Buyer AND Customer Journey • Customers are just as important as buyers! • Happy customers create new buyers. • Journeys are not linear
  13. 13. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan AWARENESS Experiencing symptoms and doing research to understand, frame, and give a name to their problem or opportunity. CONSIDERATION Has given a definition and name to their situation, and is committed to researching available approaches and methods to solve it. DECISION Has decided on a solution strategy and is compiling a list of vendors/products. Will whittle down to short list before making decision. INITIATE Has purchased and taken ownership of their purchase. Is getting used to their new purchase. Figuring out new settings, features, et. ENGAGE Is comfortable with their new purchase, continues to learn more about it. Has begun looking into and purchasing complimentary products or services. ADVOCACY Are so pleased with their purchase, complimentary products/services, and experiences that they are sharing with their friends and family. Identify your target audience mindset based on where they are in their buyer or customer journey. Buyer & Customer Journey Stages Defined
  14. 14. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan • Competitors • Decision factors • Priorities • Goals • Market factors • Problems to solve • Personas • Behavior Market Segmentation
  15. 15. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Elderly - Sedentary Young & Active • Fixed income. • Difficulty getting in and out of high vehicles. • Primary concern: comfort & ability to handle • New in their career. • Active and on the go. • Primary concerns: mileage, terrain and storage. Market Segmentation at Work
  16. 16. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Example Market Segmentation Considerations – B2B Best Fit Worst Fit Segmentation Problem Solving For Primary Considerations Key Decision Maker FiscalYear Org Size OrgType Budget Location Affiliations
  17. 17. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Example Market Segmentation Considerations – B2C Best Fit Worst Fit Segmentation Problem Solving For Primary Considerations Marital Status Gender Parent (Y/N) Household Income Budget Location Interests / Hobbies
  18. 18. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Personas Dig into the things they care about: • What motivates them? • How do they spend their time? • What do they do with their money? • What would they do with an extra few thousand dollars? (Family vaca? New Toy?) • What are they involved in? • Where do they get their information?
  19. 19. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Why personas matter On Scholarship Single MomGrad Student Employed FullTime • Different Incentives • Different methods for obtaining information • Different hobbies • Different Interests Female College Students • Different Priorities • Different problems to solve • Different preferences • Different devices engaged • Different levels of dispensable income
  20. 20. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Purchase Habits Vary by Persona On Scholarship Single Mom Reviews / Input Device Usage Information Sources Priorities • Seeks feedback from roommate, friends, student peers • Laptop + Phone while in class • Uses laptop in study groups and to finish homework in the evening • Heavy mobile usage & periodic desktop throughout the weekend • Social Media • Search Engines • School forums • Study Groups • Mentor • Blogs/Influencers • Maintaining Scholarship • Preparing for Career or Grad School • Involvement in Extra-Curricular Organizations • Seeks feedback and reviews from other parents • May ask friends, student peers • Laptop + Phone while in class • Limited device usage while waitressing on weekends • Is mobile-only in the evening hours before child is in be • Switches back to laptop for homework late at night • Social Media • Search Engines • Blogs/Influencers • Mom Groups • Coworkers • Customers • Caring for Child • Maintaining Income Stream • Passing Grades
  21. 21. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Buyer & Customer Personas ▪ Who AreYouTrying to Reach? – Demographics • Age, Gender, Location, Language & Slang, Household Income, Marital Status, Children, etc. – Interests • Hobbies, activities, entertainment, etc. – Challenges, Pains, & Frustrations – Goals &Values – Buying Signals
  22. 22. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Buyer & Customer Personas ▪ Who AreYouTrying to Reach? – Where do they hang out online? • How do they interact? – How do they consume content? – Buyers persona’s may be different from customer personas depending on how your product or service impacts your customer – Resource: HubSpot Persona Template • https://offers.hubspot.com/perso na-templates
  23. 23. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Brand Archetype The brand’s identity. Hero Sage Creator Explorer Rebel Everyman Magician Innocent Ruler Lover Jester Caregiver How do Customers Perceive the Brand? How do Employees Perceive the Brand? How doWe Want to Be Perceived? What does the Market Want?
  24. 24. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan How Do We Talk About Ourselves? Our Benefits What Our Competitors Lack
  25. 25. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan A Message That Matters Our Benefits What our Market(s) Really Care About What Our Competitors Lack
  26. 26. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Message Strength Our Benefits What Our Market(s) Really Care About What Our Competitors Lack What We Can Prove
  27. 27. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Our Messaging House Proof Points Messaging Pillar 1 Messaging Pillar 2 Messaging Pillar 3 Messaging Pillar 4 Over-Arching Value Proposition
  28. 28. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan DO Foundational Do’s and Don’ts DON’T ● Create goals that ladder up ● Understand your markets, personas, and messaging ● Understand your differentiation and your competitor’s shortfalls ● Use generic messaging ● Try to build a campaign without the foundation
  29. 29. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan What Technology Are You Using? Creating The Infrastructure
  30. 30. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan
  31. 31. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan OPPORTUNITY CUSTOMERVISITOR RETURNING VISITOR KNOWN NAME PROSPECT LEAD BOFUMOFUTOFU MAP CRMWAP Marketing Technology Stack 12
  32. 32. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Explicit Directly Received Info • Name • Age • Title Implicit Inferred Information • Interested in ____ because they downloaded ______ • Visited page about ____. Negative Indicators that it isn’t a good fit • Job title = intern/student • Email = gmail.com Gathering data
  33. 33. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Automatically Filter & Qualify 22 Interest Score - Behavior Data • Website Activity • Visits to Key Pages • Content Consumption • Forms/Offers • Channel Source • Email Activity • Events Attended Fit – Ideal Customer Data • Annual Revenue • Years in Business • # of Employees • Industry • Website Presence • Business Email • JobTitle FITSCORE INTEREST SCORE
  34. 34. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Lead Routing by Lead Score Example 22 C B A 1 5432 D FITSCORE INTEREST SCORE 95+ 86-90 91-94 81-85 26-3031-3541-45 36-4046-50 51-55 56-60 61-65 66-70 71-74 75-80 0-10 <011-1516-2021-25 Threshold Range Action Owner A1 95+ Route to SE’s Sales A2, B1-2 81-94 Route to SDR’s Sales Dev A3-5, B3-5, C1-5, D1-3 10-80 Nurture Marketing D4-5 0-10 Groom & Scrap Marketing
  35. 35. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Align Lead Score with Funnel Metrics 22 MQL Opportunity Won Lead Subscriber Visitor SQL Awareness “Why Buy?” Consideration “Why Buy Now?” Decision “Why Buy From Us?” Hand Off
  36. 36. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan X X X X X X X Adoption “Achieve & Advance” Loyalty “Longevity & Trust” Advocacy “Refer & Share Onboarding ”Deployment & Training” MQL Opportunity Won Lead Subscriber Visitor SQL Awareness “Why Buy?” Consideration “Why Buy Now?” Decision “Why Buy Virtuous?” MARKETING SALES CUSTOMERSUCCESS PRODUCT
  37. 37. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan  CRM Marketing Campaigns – Entity or object that tracks a variety of information about an event, mailing, emailing, or other marketing initiative – Leads and contacts can be members of one or more CRM campaigns What Are CRM Campaigns?
  38. 38. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan  Benefits – Tie marketing activities to your pipeline – Allow measurement of mid-funnel activities & channel attribution – Roll-up similar lead sources into a single object – Connect online & offline activities – Enable holistic ROI reporting – Preserve data integrity & maintain hygiene CRM Campaign Benefits
  39. 39. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan  Align sales & marketing – Audit current lead sources – Customize to your organization  Resources: – Examples of Common Lead Source Lists – Google Analytics Tagging Tool – www.HDCDigital.com/mpl- portfolio/SMX18 Audit & Customize Lead Source Current Lead Source Proposed Lead Source Web Keep Other Keep Referral Keep Tradeshow Keep Email Campaign Delete. No Data to Map Advertisement Keep Sales Prospecting Keep Paid Search Keep Partnership Delete.This will be included under Association
  40. 40. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan  Consolidate Lead Sources  Set Lead Source Automatically – Web to Lead Form (1st touch email acquisition) – Marketing Automation Tool (1st touch visit)  Don’t Allow it To Change – Apex Triggers – Workflows  Allow Lead Source to Map to Other Objects Use Custom Fields for Additional Detail Original Lead Source New Lead Source Specific Lead Source Lead Action Dreamforce 2015 – Visited Booth Tradeshow Dreamforce 2015 Visited Booth Dreamforce 2015 – Visited Party Tradeshow Dreamforce 2015 Visited Party Dreamforce 2016 – Visited Booth Tradeshow Dreamforce 2016 Visited Booth Dreamforce 2016 – Visited Party Tradeshow Dreamforce 2016 Visited Party
  41. 41. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan DO Infrustructure Do’s and Don’ts DON’T ● Identify and define funnel taxonomy ● Develop a Sales and Marketing SLA ● Filter and prioritize leads ● Analyze buyer activities to determine appropriate influence on leadscore ● Work the database! ● Utilize marketing automation ● Granularly define lead sources ● Utilize CRM campaigns ● Contact every cold lead that you receive ● Don’t silo sales and marketing efforts ● Manually route leads ● Try to create follow up sequences for each acquisition campaign
  42. 42. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan How Are You Talking To Your Customers? Understanding the Journey & Aligning Content
  43. 43. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Nurturing Content Funnel 25 Awareness Consideration Decision Experiencing symptoms and doing research to understand, frame, and give a name to their problem or opportunity. Has given a definition and name to their situation, and is committed to researching available approaches and methods to solve it. Has decided on a solution strategy and is compiling a list of vendors/products. Will whittle down to short list before making a decision.
  44. 44. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Most customers aren’t just solving one big problem. They’re solving a series of small problems, which will contribute to the larger solution.
  45. 45. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Soccer-Mom Sally’s Problem PathSTART FINISH 2018 Vehicle Options Safety Ratings Price, Trade-in Value & Financing Gas Mileage Seating Options Storage Space Colors & Options Current vehicle has maintenance issues. It doesn’t feel reliable and she wants to trade it in. Has 3 young teens but often carpools with more kids for sports. Puts in a lot of mileage: safety and gas mileage are high priorities. Car is becoming less reliable
  46. 46. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Acquiring Journey Information Client-Facing Resources First-Party Data Your Market Publicly Available Data Paths & Interactions Objections & Questions Market & Customer Surveys Market Research
  47. 47. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Using First-Party Data to Determine Information Needs Client- Facing Resources First-Party Data Your MarketPublicly Available Data Review Paths: • By Channel • New vs. Returning • By Landing Page/Page
  48. 48. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Using Client-Facing Resources to Determine Info Needs Primary Interests Common Questions Common Objections Maintenance/Support Needs & Requests Sales Account Managers Onboarding Support
  49. 49. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Use Third Party Data to Determine the Path Think With Google Bing Ads Insights Nielsen Data ComScore
  50. 50. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Validate the Path with Customers & The Market Focus Groups Market Surveys Customer Interviews
  51. 51. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Leveraging Content to Drive the Funnel What is their current buying cycle stage? What problem are they solving? What is needed to get to the next step in the buying cycle?
  52. 52. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Content Funnel 25 Awareness Consideration Decision • Product Reviews • Proof Points • Testimonials • Webinars w/ Customers • Case Studies • Thought Leadership • IndustryTrends • Pain Points • Webinars w/ Influencers • eBooks, Guides, Checklist • Special Buy Now Promo • Live Demo • ROI Calculator • Speak to Sales
  53. 53. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan ALIGNING CAMPAIGNS TO THE JOURNEY 22 Awareness Awareness Consideration Consideration Decision Making the selection Awareness Knowledge/education/lead gen Lead gen/pipe development Create awareness around a new problem Help buyer identify needs in solving the problem Align solution with specific set of business needs Demonstrate core features and functionality Align problem with business issues; drive urgency Validate/ reinforce choice Suspect Campaigns Prospect/Opportunity Campaigns MQL SQL OPP ClosedLeadSubscriber Welcome Campaigns Customer Campaigns
  54. 54. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan
  55. 55. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Persona Targeting Journey Stage Objective Content Tobi Day • Female • Single • Ages 20-30 • Major US cities • Tech savvy • Highly organized & motivated • No time for BS • Self-learner B – Consideration (has defined the problem she wants to solve) Educate about the category of products or services that solves her problem. Easily digested short-form content that provides obvious solutions quickly. Branded tangibles. Create Campaign Plan/Map: Example Walkthrough
  56. 56. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan
  57. 57. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Persona Targeting Journey Stage Objective Content Clark Andrews • Male • Single • Ages 20-30 • Major US cities (tech hubs) • Highly technical • Values improved health, growth & achievement • Methodical & feeler B – Decision (know what solution they are looking for) Choose our product over other options. Long-form content that differentiates & validates our product against the competition with data, case studies, feature comparisons. Create Campaign Plan/Map: Example Walkthrough
  58. 58. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Content Inventory
  59. 59. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan What’s Missing? 59
  60. 60. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan What’s Missing? 60
  61. 61. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Content Preferences High- Engagement ContentTypes Channel Campaign & Objective New vs Returning User
  62. 62. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan High-Value Content Topics & Types • Net new vs. Cross-sell • Role: first touch, nurture, last touch • Deal Size vs. Average • Deal Volume Topics
  63. 63. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan DO Content Do’s and Don’ts DON’T ● Align content with the correct persona and their information needs within their stage of the buyer journey ● Research the content that THEY want – medium, topic, and placement ● Identify what is missing from your site & your funnel and plan to fill gaps ● Recycle and repurpose content ● Create generic copy that doesn’t add value. ● Take a one-size fits all approach ● Just write e-books cuz everyone does ● Spam your prospects – Duh!
  64. 64. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Where Are You Talking To Your Customers? How Are You Doing? Channels & Measurement
  65. 65. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Scale The Machine 65
  66. 66. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Aligning the Channels – Start with Goals • Determine goals at each juncture • Determine how to measure • Choose the channels to support those goals
  67. 67. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan • Where do your customers get information? • Placement targeting • Ad Networks • Affiliates • Influencers • YouTube Reflect Back on Personas Identify opportunities to get in front of them based upon where they find their information.
  68. 68. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan • How do prospects move through campaigns? • Which campaigns drive new interest? Which campaigns drive leads? Review the Relationship Between Campaigns Drill down to campaign-level data.
  69. 69. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Path Length & Conversion Filter to view first interaction, last interaction source/medium/campaign or ”new visitor” for behavioral insights. Top Level View >60% Purchase in the first interaction.
  70. 70. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Prospecting & Non-brand campaigns have a more distributed bell curve. Path Length – First Interaction Filter Takeaways: 1. Filter further than the source channel 2. Use consistent nomenclature for campaigns for ease of filtering
  71. 71. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Time Lag in Days Drill in to view first interaction, last interaction source/medium/campaign or ”new visitor” for behavioral insights.
  72. 72. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan FirstTouch LastTouch High Funnel Mid-Funnel Zeroing in On Paths Low Funnel
  73. 73. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan FirstTouch High Funnel Mid-Funnel Zeroing in On Paths Low Funnel • Evaluating high funnel campaigns • Focus on growth
  74. 74. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan LastTouch High Funnel Mid-Funnel Zeroing in On Paths Low Funnel • Evaluating low funnel campaigns • Focus on efficiency
  75. 75. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Measuring the Funnel Infographic Webinar Case Study Each campaign has a goal to measure. • Analyzing on-page conversion rates & traffic sources • Creating audiences to connect the dots between channels Meanwhile Pulling All ofThe Data intoYour CRM for Big-Picture Attribution
  76. 76. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Soccer-Mom Sally’s Problem Path START FINISH What are 2018 Vehicle Options? Safety Ratings Price & Financing Gas MileageSeating Options Storage Space Colors & Options Current vehicle has maintenance issues. It doesn’t feel reliable and she wants to trade it in. Has 3 young teens but often carpools with more kids for sports. Puts in a lot of mileage: safety and gas mileage are high priorities.
  77. 77. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Optimizing the Path to Purchase Market Segment Persona Buyer Stage Information Needed Device Usage Action or Resource Tracking Cars 5+Years Old Soccer Mom Research: car comparisons Unbiased car comparisons Desktop Vehicle comparison tool Track Usage Cars 5+Years Old Soccer Mom Research: car comparisons Unbiased car comparisons Mobile Video VideoViews Cars 5+Years Old Soccer Mom Consideration: Choosing a car Gas mileage, Safety ratings, Seating info Desktop Video or Guide Video or Guide Views Cars 5+Years Old Soccer Mom Consideration: Financing & Expenses Financing Options Desktop Financing Estimator Track Usage Cars 5+Years Old Soccer Mom Preference Dealership Information Mobile Dealer Locator / Appt Set Track Usage Cars 5+Years Old Soccer Mom Preference Reviews, Price Comparisons Desktop Vehicle Ratings & Supporting Content TrackVisits Cars 5+Years Old Soccer Mom Purchase Contact Information Mobile Phone Call / Directions Track Calls / Locates
  78. 78. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Optimizing the Path to Purchase Channel Market Segment Persona Buyer Stage Information Needed Device Usage Action or Resource Tracking Goal Metric Connect to next Channel Cars 5+Years Old Soccer Mom Research: car comparisons Unbiased car comparisons Desktop Vehicle comparison tool Track Usage Cars 5+Years Old Soccer Mom Research: car comparisons Unbiased car comparisons Mobile Video VideoViews Cars 5+Years Old Soccer Mom Consideration: Choosing a car Gas mileage, Safety ratings, Seating info Desktop Video or Guide Video or GuideViews Cars 5+Years Old Soccer Mom Consideration: Financing & Expenses Financing Options Desktop Financing Estimator Track Usage Cars 5+Years Old Soccer Mom Preference Dealership Information Mobile Dealer Locator / Appt Set Track Usage Cars 5+Years Old Soccer Mom Preference Reviews, Price Comparisons Desktop Vehicle Ratings & Supporting Content TrackVisits Soccer Contact Phone Call / Track Calls /
  79. 79. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Optimizing the Path to Purchase Channel Market Segment Persona Buyer Stage Information Needed Device Usage Action or Resource Tracking Goal Metric Connect to next Channel Cars 5+Years Old Soccer Mom Research: car comparisons Unbiased car comparisons Desktop Vehicle comparison tool Track Usage Cars 5+Years Old Soccer Mom Research: car comparisons Unbiased car comparisons Mobile Video VideoViews Cars 5+Years Old Soccer Mom Consideration: Choosing a car Gas mileage, Safety ratings, Seating info Desktop Video or Guide Video or GuideViews Cars 5+Years Old Soccer Mom Consideration: Financing & Expenses Financing Options Desktop Financing Estimator Track Usage Cars 5+Years Old Soccer Mom Preference Dealership Information Mobile Dealer Locator / Appt Set Track Usage Cars 5+Years Old Soccer Mom Preference Reviews, Price Comparisons Desktop Vehicle Ratings & Supporting Content TrackVisits Soccer Contact Phone Call / Track Calls / Create Audiences to Keep Campaigns in Sync & Measure the Audience Performance in the Next Step of the Journey
  80. 80. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Red Light Stop, Green Light Go Exclude Low Funnel Audiences in Higher Funnel Campaigns Sculpt Progressively Lower Funnel Audiences to Lower Funnel Campaigns
  81. 81. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Measuring Each Campaign Multi-channel Attribution & LifetimeValue 3 Contribution to subsequent stage 2 Micro Conversion GoalVolume 1
  82. 82. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Measuring Each Campaign Multi-channel Attribution & LifetimeValue 3 Contribution to subsequent stage 2 Micro Conversion Goal Volume 1 Triangulate where issues lie. Low micro-conversion goal?Could be the goal, or the campaign. High micro conversion, low funnel progression?Could be a flaw with the next stage or lead quality issue.
  83. 83. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan
  84. 84. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Data Collection
  85. 85. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Content they’ve engaged with Channel that drove traffic Products purchased & shown interest in Contact info & info for other account contacts
  86. 86. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Don’t Forget to Leverage Your CRM!
  87. 87. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Don’t Forget to Leverage Your CRM!
  88. 88. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan Don’t Forget to Leverage Your CRM!
  89. 89. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan DO Channel & Measurement Do’s and Don’ts DON’T ● Analyze existing data to make informed decisions ● Look for opportunities to obtain fuel for future steps in the journey ● Determine goals for each step in the journey ● Hold campaigns accountable ● Plan to re-engage and reactivate fallout ● Do utilize your CRM campaigns ● Measure the longtail of the sales cycle ● Build disparate campaigns that don’t communicate ● Build a linear, timed campaign with no flexibility ● Don’t fight over attribution – business goals rule – Team Revenue FTW!
  90. 90. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan hcooan@hdcdigital.com @HeatherCooan www.linkedin.com/in/hcooan Thanks, Let’s Connect! amy@cultivativemarketing.com @hoffman8 www.linkedin.com/in/amybishopmarketing
  91. 91. #SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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