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How Effective Is Your Marketing, Really?
- 1. how effective is your marketing…really?
- 2. are you measuring the right things? 1. Start with Business Goals. Long-term = growth. Short-term = revenue. 2. Create Marketing Objectives for Demand Generation. 2x-3x Pipeline Required. 3. Invest in Analytics. Measure end-to-end marketing from top of the funnel to revenue. 4. Be Data-Driven. Use Incoming Data for better campaigns, products, + customer experience. 2
- 3. remember that there is no more funnel. this is the new buying process. What you measure for marketing must drive continuous improvement in the lifetime experience of your customers and prospects…Not just at the beginning. Because, if you look at that diagram on the right… there is no beginning or end. 3
- 4. start with your ABCs Acquisition Behavior Conversion 4
- 5. start with your ABCs Acquisition 5 How will Prospects Find Me? What Channels are Bringing Qualified Traffic? What Info Can I Get to Further Qualify a Visitor?
- 6. start with your ABCs Acquisition Behavior 6 How will Prospects Find Me? What Channels are Bringing Qualified Traffic? What Info Can I Get to Further Qualify a Visitor? They Found Me. Now, What Info Do they Need? Is My Website Optimized for my Prospect? How Often Do They Visit Before taking Action?
- 7. start with your ABCs Acquisition Behavior Conversion 7 How will Prospects Find Me? What Channels are Bringing Qualified Traffic? What Info Can I Get to Further Qualify a Visitor? They Found Me. Now, What Info Do they Need? Is My Website Optimized for my Prospect? How Often Do They Visit Before taking Action? Am I Converting Prospects to Customers? What is it Costing me for each Convert?
- 8. what does good look like? Benchmark Your Results vs. Competitors so you know what “good” looks like in your industry. 1. Benchmark your online metrics against competitors. 1. Competitive Rankings on Keywords 2. SEO Domain Authority 3. Social Following/Engagement 2. Consider both Direct and Indirect Competitors. 1. Direct Competitors are Obvious. 2. Indirect Competitors include new technology platforms, “adjacent service organizations”, OR anyone that competes for your prospect’s attention or budget 8
- 9. creating leads using online marketing DOWNLOAD our eBook for Microsoft Partners http://tinyurl.com/njpmerf 9
- 10. 10 simplify.
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