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Building Digital
Ecosystems that Deliver
ROI
Adam Higgins
MarTech Consultant
Agenda
 Define a Ecosystem
 Marketing Strategy Multi vs Omni Channel Marketing
 Buyer’s Journey
 Maximize Channels wit...
Define Ecosystem
How do marketers leverage their digital channels?
What is an Ecosystem?
 A complex network or interconnected system
 Keywords
 Network
 Interconnectivity
Marketing Technology Stack
Integrated Stack
+Plus Connector bridging the network
of marketing applications together to
simplify the flow of buyer’s d...
State of Digital
Marketing
Marketing portfolio consist of dozen
tools.
With associations, email and social
are widely used...
Tools in the Ecosystem
The Tools You Are Using
• Email Marketing
• Landing Pages
• CMS
• eCommerce System
• Webinar System...
Multi-Channel vs Omni-Channel
 Multi and Omni are Not the Same
 Two Different Schools of Thought
 Distinction is With t...
Multi-Channel
One-way silo communication on each
channel that causes inconsistency in
tracking ROI and managing your
overa...
Issues with Multi-Channel
The strategy is operational
and to broadcast
communications through
each channel independently.
...
Omni-Channel
Onmi-channel keeps the user at the
center of the ecosystem and captures
all touchpoints.
Source: http://www.g...
Benefits with Omni-Channel
Strategy is buyer-centric and
creates a two-way
communication between you
and the buyer.
• Answ...
“56% of all customer
interactions happen during a
multi-event, multi-channel
journey”
Research by McKinsey & Company
Digit...
Buyer’s Journey
How do we track multiple touchpoints?
What systems need to be in place?
Marketing’s Role
Marketing’s role is to
generate activity and leads to
generate sales.
More importantly provide a
consiste...
Context
Look for opportunities where
personalization is more than
“Hello <First Name>”:
• Purchased more than 2
products i...
The Buyer’s Journey is Not Linear
 There are Several Touchpoints Before the Buyer Purchases
 Marketing Automation Progra...
Buyers view 8 content
assets on average during
their buying process
IDG Customer Engagement Study
Digital Relevance, Ardat...
Buyer’s Journey
SEO
Imagine I do a search for fundraising
advice and tips. Fundraising advice and tips
Buyer’s Journey
Blog
I stumble upon a couple articles on
your website.
Great articles and get good insight.
I subscribe to...
Buyer’s Journey
Re-Targeting Ads
At lunch, I go onto YouTube.
While watching a video, I see an ad for
“200 Ideas: Raising ...
Buyer’s Journey
Email
An hour later, I get an email
"Fundraising Resources for You". In
the email, is a coupon for “200 Id...
Track the Buyer’s Journey
1. Searched Google
2. Read Blogs
3. Subscribe to Newsletter
4. Clicked Ad
5. Read Email
6. Click...
Life of the Lead
Capture all touchpoints throughout
the life of the lead that converts the
lead to a customer.
Buyer’s Journey
Traffic Source
Marketing automation platform
attributes the source of the lead to the
search engine.
Fundr...
Buyer’s Journey
Page Views
Marketing automation platform tracks
each page visit.
Tracking script on the website sends
info...
Buyer’s Journey
Lead Capture
Marketing automation captures the
email address.
Marketing automation attributes the
email ad...
Buyer’s Journey
Ad Tracking
Google tag manager delivers
contextual ads based on the user
browsing history on your website....
Buyer’s Journey
Email
Marketing automation triggers a email
based on the leads score, browsing
history and probability to ...
Lead Scoring
How do you use the touchpoints to find high valued leads?
Organizations using lead
scoring experience a 77%
increase in lead generation ROI
SharpSpring
Score Touchpoints
Attribute Each Touchpoint to a
Weighted Scoring System.
Profiling Leads
See leads score across touchpoints
and demographics.
On the Bell Curve
Find your Highly Engaged and Least
Engaged for Predictive Analytics.
Score the Buyer’s Journey
1. Searched Google
2. Read Blogs
3. Subscribe to Newsletter
4. Clicked Ad
5. Read Email
6. Click...
Score the Buyer’s Journey
7. Added Product to Cart
8. Viewed Payment Form
9. Submitted Payment Form
10. Viewed Confirmatio...
Reporting
How to attribute marketing activity to the revenue generated?
Get Past the Vanity Metrics
Vanity
• Open
• Clicks
• Page Views (Hits)
Insights
• Conversion Rate
• Campaign Revenue
• ROI
State of Digital
Marketing
Page views, clicks and opens
demonstrate activity.
Vs.
Conversion and ROI align with
revenue, a...
Campaign Insights
Campaigns is Omni-channel and
encompasses all touchpoints.
Attribute revenue to sources and
touchpoints.
Attribute Revenue from Email
Going beyond the click, and
determine if the email
generated revenue.
• Email Campaign Genera...
Campaigns Align with Goals
Attribute campaigns to
organization and
departments goals
Organization Goal
• Grow Products Sal...
Questions
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HighRoad U Webinar: Building Digital Ecosystems that Deliver ROI

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This month we'll explore the topic of Building Digital Ecosystems that Deliver ROI. Join us for this webinar as we get an overview of how important building digital ecosystems that deliver ROI is for your organization.

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HighRoad U Webinar: Building Digital Ecosystems that Deliver ROI

  1. 1. Building Digital Ecosystems that Deliver ROI Adam Higgins MarTech Consultant
  2. 2. Agenda  Define a Ecosystem  Marketing Strategy Multi vs Omni Channel Marketing  Buyer’s Journey  Maximize Channels with Context  Lead scoring  Reporting Conversions and ROI on Marketing Activity
  3. 3. Define Ecosystem How do marketers leverage their digital channels?
  4. 4. What is an Ecosystem?  A complex network or interconnected system  Keywords  Network  Interconnectivity
  5. 5. Marketing Technology Stack
  6. 6. Integrated Stack +Plus Connector bridging the network of marketing applications together to simplify the flow of buyer’s data for marketers. AMSEMS Email EPC Email MA +Plus Connector +Plus Connector Landing Page CMS
  7. 7. State of Digital Marketing Marketing portfolio consist of dozen tools. With associations, email and social are widely used. There’s a lot of tools and you need software to track all the channels to keep your brand and voice consistent.
  8. 8. Tools in the Ecosystem The Tools You Are Using • Email Marketing • Landing Pages • CMS • eCommerce System • Webinar System What the Customer Sees and Does • Reading a Newsletter • Downloading eBook • Reading your Blog • Buying a Product • Attending a Webinar
  9. 9. Multi-Channel vs Omni-Channel  Multi and Omni are Not the Same  Two Different Schools of Thought  Distinction is With the Strategy of Your Ecosystem
  10. 10. Multi-Channel One-way silo communication on each channel that causes inconsistency in tracking ROI and managing your overall voice. Source: http://www.guided-selling.org/omni-channel- vs-multichannel-customer-experience/
  11. 11. Issues with Multi-Channel The strategy is operational and to broadcast communications through each channel independently. • Doesn’t answer: • How is the ecosystem connected? • What if a buyer has multiple touchpoints (they always do)? • How do we buy, implement and measure each one? • Silo communication between departments.
  12. 12. Omni-Channel Onmi-channel keeps the user at the center of the ecosystem and captures all touchpoints. Source: http://www.guided-selling.org/omni-channel- vs-multichannel-customer-experience/
  13. 13. Benefits with Omni-Channel Strategy is buyer-centric and creates a two-way communication between you and the buyer. • Answers • Ecosystem connects through all software application and channels • Buyers journeys tracked regardless of the channel • Measure each channels performance • Communications have a consistent voice.
  14. 14. “56% of all customer interactions happen during a multi-event, multi-channel journey” Research by McKinsey & Company Digital Relevance, Ardath Albee
  15. 15. Buyer’s Journey How do we track multiple touchpoints? What systems need to be in place?
  16. 16. Marketing’s Role Marketing’s role is to generate activity and leads to generate sales. More importantly provide a consistent voice across all channels. 1. Create Contextual Content for the Audience 2. Attract the Right Audience 3. Generate User Impulses to React
  17. 17. Context Look for opportunities where personalization is more than “Hello <First Name>”: • Purchased more than 2 products in the last 6 months? • Registered as an early-bird for the past 3 years? • Upcoming membership renewal?
  18. 18. The Buyer’s Journey is Not Linear  There are Several Touchpoints Before the Buyer Purchases  Marketing Automation Programs Tracks the Touchpoints  Trigger Contextual Content Based on the Touchpoints  Context Drives the Purchase  Marketing Automation Provides ROI on Activity
  19. 19. Buyers view 8 content assets on average during their buying process IDG Customer Engagement Study Digital Relevance, Ardath Albee
  20. 20. Buyer’s Journey SEO Imagine I do a search for fundraising advice and tips. Fundraising advice and tips
  21. 21. Buyer’s Journey Blog I stumble upon a couple articles on your website. Great articles and get good insight. I subscribe to the newsletter. Then, I went about my day to meetings, responding to emails, and work. Enter email… SUBSCRIBE
  22. 22. Buyer’s Journey Re-Targeting Ads At lunch, I go onto YouTube. While watching a video, I see an ad for “200 Ideas: Raising Revenue". I click the ad, and view the product detail. Looks like its exactly what I need at the moment. But I jump back to YouTube to finish watching the video.
  23. 23. Buyer’s Journey Email An hour later, I get an email "Fundraising Resources for You". In the email, is a coupon for “200 Ideas: Raising Revenue". I click the link, and purchase the book.
  24. 24. Track the Buyer’s Journey 1. Searched Google 2. Read Blogs 3. Subscribe to Newsletter 4. Clicked Ad 5. Read Email 6. Click CTA in Email 7. Viewed Product Page 7. Added Product to Cart 8. Viewed Payment Form 9. Submitted Payment Form 10. Viewed Confirmation Page 11. Lead Converted to Customer
  25. 25. Life of the Lead Capture all touchpoints throughout the life of the lead that converts the lead to a customer.
  26. 26. Buyer’s Journey Traffic Source Marketing automation platform attributes the source of the lead to the search engine. Fundraising advice and tips
  27. 27. Buyer’s Journey Page Views Marketing automation platform tracks each page visit. Tracking script on the website sends information to marketing automation platform Enter email… SUBSCRIBE
  28. 28. Buyer’s Journey Lead Capture Marketing automation captures the email address. Marketing automation attributes the email address to previous anonymous browsing history to the now known lead. Lead scoring happens to the lead based on demographics from the AMS and recent activity Enter email… SUBSCRIBE
  29. 29. Buyer’s Journey Ad Tracking Google tag manager delivers contextual ads based on the user browsing history on your website. The page view attributes the ad as the source. Marketer sees ad click history in marketing automation platform
  30. 30. Buyer’s Journey Email Marketing automation triggers a email based on the leads score, browsing history and probability to purchase. The email produces dynamic content based on browsing history. Call to Action is dynamic to the previous visited URL.
  31. 31. Lead Scoring How do you use the touchpoints to find high valued leads?
  32. 32. Organizations using lead scoring experience a 77% increase in lead generation ROI SharpSpring
  33. 33. Score Touchpoints Attribute Each Touchpoint to a Weighted Scoring System.
  34. 34. Profiling Leads See leads score across touchpoints and demographics.
  35. 35. On the Bell Curve Find your Highly Engaged and Least Engaged for Predictive Analytics.
  36. 36. Score the Buyer’s Journey 1. Searched Google 2. Read Blogs 3. Subscribe to Newsletter 4. Clicked Ad 5. Read Email 6. Click CTA in Email 7. Viewed Product Page 0 + 10 + 50 + 80 + 10 + 30 + 10
  37. 37. Score the Buyer’s Journey 7. Added Product to Cart 8. Viewed Payment Form 9. Submitted Payment Form 10. Viewed Confirmation Page 11. Lead Converted to Customer + 20 + 30 + 150
  38. 38. Reporting How to attribute marketing activity to the revenue generated?
  39. 39. Get Past the Vanity Metrics Vanity • Open • Clicks • Page Views (Hits) Insights • Conversion Rate • Campaign Revenue • ROI
  40. 40. State of Digital Marketing Page views, clicks and opens demonstrate activity. Vs. Conversion and ROI align with revenue, and demonstrate real value of your activity. Vanity Metrics ROI
  41. 41. Campaign Insights Campaigns is Omni-channel and encompasses all touchpoints. Attribute revenue to sources and touchpoints.
  42. 42. Attribute Revenue from Email Going beyond the click, and determine if the email generated revenue. • Email Campaign Generated $1400. • Email Types of Fundraising Generated $20,000 over the last Year
  43. 43. Campaigns Align with Goals Attribute campaigns to organization and departments goals Organization Goal • Grow Products Sales by 5% in the next Year
  44. 44. Questions

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