From the MarTech Conference in Boston, Massachusetts, August 19-20, 2014. SESSION: The Marketing Performance Blueprint PRESENTATION: Strategies And Technologies To Build And Measure Business Success Given By Paul Roetzer, @PaulRoetzer - CEO, PR20/20. #MARTECH
Brand experience Peoria City Soccer Presentation.pdf
Strategies And Technologies To Build And Measure Business Success By Paul Roetzer
1. by paul roetzer (@paulroetzer)
the
marketing
performance
blueprint
strategies and technologies
to build and measure business success
aug 19, 2014#MarTech
9. Define
Founda3on
Projects
blog
posts
podcasts
website
video
email
webinars
mobile
apps
tailored
marke3ng
through
a
deep
understanding
of
buyer
persona
needs
+
the
ability
to
deliver
personalized
messages
Image:
HubSpot
we
have
entered
the
age
content,
context
and
the
customer
experience
@paulroetzer
10. Define
Founda3on
Projects
create
more
value,
for
more
people,
more
o>en,
so
when
it’s
3me
to
choose,
they
choose
you
new marketing imperative
13. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
short-term impact proven long-term impact proven
29%
36%
just
36%
of
CMOs
have
quan2ta2vely
proven
the
short-‐term
impact
of
marke3ng
spend.
that
figure
drops
to
29%
when
demonstra3ng
long-‐term
impact.
source:
2014
CMO
Survey
@paulroetzer
14. on
average,
marketers
depend
on
data
for
just
11%
of
customer-‐related
decisions.
!
source:
CEB
@paulroetzer
15. B2B
marketers
say
just
9%
of
CEOs
and
6%
of
CFOs
use
marke3ng
data
to
help
set
corporate
direc3on.
source:
ITSMA,
VisionEdge
and
Forrester
@paulroetzer
16. “78
%
of
execu3ves
and
managers
indicated
that
digital
transforma3on
will
be
cri3cal
to
their
organiza3ons
within
the
next
two
years,
yet
63%
felt
the
pace
of
change
in
their
organiza2ons
was
too
slow.
The
most
frequently
cited
obstacle
was
“lack
of
urgency.”
—MIT
Sloan
Management
Review
and
Capgemini
Consul3ng
@paulroetzer
17. success
is
one
of
the
greatest
impediments
to
progress
@paulroetzer
21. “I
was
a
classically
trained
marketer
who
had
cut
my
teeth
at
Procter
&
Gamble,
nego3ated
mul3-‐million
dollar
deals
with
the
NFL,
and
received
an
MBA
at
Harvard
Business
School.
“I
was
a
fossil
–
a
senior
marke0ng
execu0ve
who
was
doomed
to
ex0nc0on.”
!
—
Anita
Newton,
VP
of
corporate
marke3ng,
Adknowledge
@paulroetzer
22. of
marketers
say
their
lack
of
skills
is
impac3ng
revenue
in
some
way
!
source:
2012
Marke3ng
Skills
Gap
Report
75%
@paulroetzer
23. of
companies
lack
necessary
digital
skills
in
key
areas
of
social
media,
mobile,
internal
social
networks,
process
automa3on,
and
performance
monitoring
and
analysis.
!
source:
Capgemini
Consul3ng
90%
@paulroetzer
24. a
talent
war
has
begun
for
tech-‐savvy,
hybrid
marketers
25. capable
of
building,
managing
and
execu0ng
fully
integrated
campaigns
that
produce
results
26. agile,
adept
at
advanced
marke2ng
tech,
and
experts
in
inbound
strategy
28. only
1
of
the
top
10
marke3ng
programs
in
the
U.S.
has
a
required
undergraduate
digital
marke2ng
course
source:
U.S.
News
&
World
Reportimage:
IUB
Facebook
29. “Clearly
an
imbalance
exists
between
skills
taught
in
classrooms
and
the
skills
sought
in
the
marketplace—and
this
imbalance
is
only
accelera2ng
by
the
rapid
pace
of
change
in
technology
and
product
innova3on
.
.
.”
!
—
Rand
Schulman,
execu3ve-‐in-‐residence
for
new
media/mkt,
U.
of
the
Pacific
30. “Right
now,
the
university
system
is
structured
and
rewarded
for
stability,
with
an
emphasis
on
long-‐term
research.”
This
system,
he
notes,
works
very
well
for
disciplines
such
as
English
literature,
finance,
and
accoun3ng—but
fails
in
the
rapidly
evolving
fields
of
marke3ng,
adver3sing,
public
rela3ons,
and
marke3ng
communica3ons.
!
!—
Mark
Schaefer,
marke3ng
author,
business
consultant,
adjunct
professor
31. businesses
must
take
the
ini2a2ve
to
mold
their
own
modern marketers
@paulroetzer
39. Donovan
Neale-‐May,
Execu3ve
Director,
CMO
Council
“There’s
an
underlying
level
of
frustra2on
among
senior
corporate
marketers
worldwide
when
it
comes
to
agency
contribu2ons
to
business
value
crea3on,
strategic
thinking,
and
digital
marke3ng
development.”
source:
CMO
Council
(2012)
40. work
with
agency
partners
that
care
as
much
about
performance
and
success
as
you
do
@paulroetzer
47. analy3cs
automa3on
coding
content
digital
ads
email
mobile
public
rela3ons
search
social
tech
web
source: Altimeter’s The Converged Media Imperative
the
new
marke2ng
mix
@paulroetzer
52. driver
campaigns
lead
nurturing
original
research
reports
persona-‐based
lead
gen
referrals
retarge2ng
ads
website
conversion
op2miza2on
source:
Pedro
Moura
Pinheiro @paulroetzer
53. high
performers
connect
ac3ons
to
outcomes
Campaign Status Goal
Type Primary
KPI Goal
Value Projects Secondary
KPIs
Blogging Brand Visits 5,000/month Blog
posts
(4/month)
Subscribers,
blog
pageviews,
comments
Case
Studies Brand Pageviews 100/month
IT
case
study,
communica3ons
case
study
Conversion
assists
Online
Resource
Center Brand Pageviews 500/month
Videos,
white
papers,
webinars,
ebooks,
placements
Downloads,
views
Monthly
Email
Newsle`er Brand Referring
visits 100/month Internal
Network
News Open
rates,
clicks,
#
sent
IT
Persona
Lead
Gen Leads Downloads 1,000
eBook,
blog
post,
webinar,
email
workflow
Media
placements,
pageviews,
registrants,
leads,
prospects/SQLs
Agency
Program
Lead
Gen Leads Downloads 250
eBook,
blog
post,
webinar,
email
workflow
Pageviews,
social
shares,
leads,
prospects/SQLs
Lead
Nurturing
Workflows Sales
Free
trial
registra3ons
150/month
List
segmenta3on,
lead-‐
scoring,
persona
automated
workflows
Open
rates,
clicks,
#
sent,
SQLs
Customer
Referrals Loyalty Referrals 5/month
Email
marke3ng,
list
management
Contract
renewals
sample
campaign
center
@paulroetzer
55. “The
ability
to
create
algorithms
that
imitate,
be`er,
and
eventually
replace
humans
is
the
paramount
skill
of
the
next
one
hundred
years.
As
the
people
who
can
do
this
mul3ply,
jobs
will
disappear,
lives
will
change,
and
industries
will
be
reborn.”
!
—
Christopher
Steiner,
Automate
This
60. what if there
was
a
marke2ng
strategy
and
management
system
that
enabled
dynamic
performance-‐driven
campaigns
and
resource
alloca3on
(talent,
budgets,
3me)?
data
>
intelligence
>
ac2on
>
outcomes
@paulroetzer
67. “Marketing is now, as it has
always been, an art form.
But the next generation of
marketers understands it
can be so much more.
These innovators are
rewriting what is possible
when the art and science
of marketing collide.”
paul roetzer (@paulroetzer)
aug. 19, 2014#MarTech