Session one:
Marketing decision makers:
Stop thinking tactics,
start thinking campaigns
© 2013 Capstrat, LLC. All Rights Reserved.
Session Agenda
• Your distractors
• Your customer’s distractors
• The funnel: B...
© 2013 Capstrat, LLC. All Rights Reserved.
Where does a marketer’s time go?
© 2013 Capstrat, LLC. All Rights Reserved.
Budgets
“I don’t know.” – Response from 50% of marketers
when asked how much th...
© 2013 Capstrat, LLC. All Rights Reserved.
Technology
Email down. Password resets. Smartphone not connecting
to Exchange. ...
© 2013 Capstrat, LLC. All Rights Reserved.
Information
66% of marketers feel overwhelmed by volume of data,
59% are frustr...
© 2013 Capstrat, LLC. All Rights Reserved.
Meetings
37% of employee time is spent in meetings. Managers
attend more than 6...
© 2013 Capstrat, LLC. All Rights Reserved.
Politics
43% of employees say dealing with office politics
is their primary tim...
© 2013 Capstrat, LLC. All Rights Reserved.
Updates/Reports
Knowledge workers spend an average of 41% of their
time on disc...
© 2013 Capstrat, LLC. All Rights Reserved.
Yourselves
The average US adult spends 141 minutes a day
using mobile devices.
...
© 2013 Capstrat, LLC. All Rights Reserved.
What is your customer’s attention
focused on?
© 2013 Capstrat, LLC. All Rights Reserved.
Inundated with brand messages
© 2013 Capstrat, LLC. All Rights Reserved.
Same things as you, and...Fragmentation of media channels
© 2013 Capstrat, LLC. All Rights Reserved.
© 2013 Capstrat, LLC. All Rights Reserved.
Newspapers have lost $40 Billion in
advertising revenue since 2000.
Source: New...
© 2013 Capstrat, LLC. All Rights Reserved.
The number of pieces of mail delivered by
the US postal service dropped from 25...
© 2013 Capstrat, LLC. All Rights Reserved.
Content on the Internet tripled between
2010 and 2013.
Source: GoGlobe & Qmee
© 2013 Capstrat, LLC. All Rights Reserved.
90% of all Internet traffic
in 2017 will be video.
Source: Cisco
© 2013 Capstrat, LLC. All Rights Reserved.
Sharing on social media has
doubled between 2011 and 2013.
Source: KPCB
© 2013 Capstrat, LLC. All Rights Reserved.
The half-life of a piece of content shared
on Twitter and Facebook is 3 hours.
...
© 2013 Capstrat, LLC. All Rights Reserved.
73% of people surveyed wouldn’t care
if the brands they used disappeared
from t...
© 2013 Capstrat, LLC. All Rights Reserved.
42% of global marketers say acquiring
new customers is one of the top three
mar...
© 2013 Capstrat, LLC. All Rights Reserved.
It is 6 to 7 times more expensive to
acquire a new customer than it is to
keep ...
© 2013 Capstrat, LLC. All Rights Reserved.
Title Goes Here
© 2013 Capstrat, LLC. All Rights Reserved.
These customer distractors
can be opportunity.
But with all of this opportunity...
© 2013 Capstrat, LLC. All Rights Reserved.
How can you bring structure
to the chaos?
© 2013 Capstrat LLC. All Rights Reserved.
Funnel
• testing/optimization
© 2013 Capstrat, LLC. All Rights Reserved.
© 2013 Capstrat LLC. All Rights Reserved.
Sales, New Members, Advocates, etc
The funnel approach
Awareness/Attention
Actio...
© 2013 Capstrat LLC. All Rights Reserved.
Planning/Strategy
Action
Desire
Interest
Universe of People
Audience
Segmentatio...
© 2013 Capstrat LLC. All Rights Reserved.
Awareness/Attention
Account Planning
Research
Positioning
Messaging
Delivery
Act...
© 2013 Capstrat LLC. All Rights Reserved.
Interest
Account Planning
Research
Positioning
Messaging
Delivery
Public Relatio...
© 2013 Capstrat LLC. All Rights Reserved.
Desire
Account Planning
Research
Positioning
Messaging
Delivery
Public Relations...
© 2013 Capstrat LLC. All Rights Reserved.
Action
Account Planning
Research
Positioning
Messaging
Delivery
Public Relations...
© 2013 Capstrat LLC. All Rights Reserved.
Relationship cultivation and management
Action
Desire
Interest
Universe of Peopl...
© 2013 Capstrat, LLC. All Rights Reserved.
© 2013 Capstrat, LLC. All Rights Reserved.
© 2013 Capstrat, LLC. All Rights Reserved.
© 2013 Capstrat LLC. All Rights Reserved.
Content
© 2013 Capstrat LLC. All Rights Reserved.
Content engine
© 2013 Capstrat LLC. All Rights Reserved.
The campaign stack: A pragmatic approach to marketing
Air Cover
Demand and
Lead ...
© 2013 Capstrat LLC. All Rights Reserved.
Big whooping mistakes
No call to action
Bad timing between air cover and demand ...
© 2013 Capstrat, LLC. All Rights Reserved.
Measurement/Analytics
Loyalty
Sales
Attribution
High Value Behaviors
Completion...
© 2013 Capstrat LLC. All Rights Reserved.
Analytics framework
Outputs
Contact/response level
Reach, touch, click
Business ...
© 2013 Capstrat, LLC. All Rights Reserved.
Optimization
and testing
© 2013 Capstrat LLC. All Rights Reserved.
Optimization/Testing
Action
Desire
Interest
Universe of People
Audience
Segmenta...
© 2013 Capstrat, LLC. All Rights Reserved.
© 2013 Capstrat LLC. All Rights Reserved.
© 2013 Capstrat LLC. All Rights Reserved.
Tools to support your efforts
• Analytics framework
• Conversion funnel workshee...
© 2013 Capstrat LLC. All Rights Reserved.
Analytics framework
© 2013 Capstrat LLC. All Rights Reserved.
Conversion funnel worksheet
© 2013 Capstrat LLC. All Rights Reserved.
B2B industry benchmark for lead conversions*
Suspects
* Based on industry averag...
© 2013 Capstrat LLC. All Rights Reserved.
Your conversion funnel worksheet
Suspects
Prospects
Marketing Qualified
Lead
Sal...
© 2013 Capstrat LLC. All Rights Reserved.
Return on investment (ROI) calculators
© 2013 Capstrat LLC. All Rights Reserved.
Campaign stack
© 2013 Capstrat LLC. All Rights Reserved.
Messaging matrix
© 2013 Capstrat LLC. All Rights Reserved.
Content engine framework
© 2013 Capstrat, LLC. All Rights Reserved.
Enough with the
theory...
© 2013 Capstrat, LLC. All Rights Reserved.
Thank you
Shane Johnston
e. sjohnston@capstrat.com
t. @shanetjohnston
Jon Barlo...
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Marketing Decision Makers: Stop Thinking Tactics, Start Thinking Campaigns - 2014 AMA Marketing Workshop

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Social advertising, native advertising, content marketing, mobile, marketing automation, CRM, email marketing - today's world of marketing is filled with more opportunity than ever before. But with this opportunity comes the potential inertia of too much – too much to learn, too much data to measure, too many technologies to adopt, too many marketing tactics to integrate – too many decisions overall! Find out how to bring strategic structure to the chaos in a way that your peers and leadership can clearly understand and support. Learn how to develop a strong, integrated campaign that will help you justify your marketing budget - or get a budget - to your organization's executive leadership.

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Marketing Decision Makers: Stop Thinking Tactics, Start Thinking Campaigns - 2014 AMA Marketing Workshop

  1. 1. Session one: Marketing decision makers: Stop thinking tactics, start thinking campaigns
  2. 2. © 2013 Capstrat, LLC. All Rights Reserved. Session Agenda • Your distractors • Your customer’s distractors • The funnel: Bring order to the chaos • Tools to support your efforts
  3. 3. © 2013 Capstrat, LLC. All Rights Reserved. Where does a marketer’s time go?
  4. 4. © 2013 Capstrat, LLC. All Rights Reserved. Budgets “I don’t know.” – Response from 50% of marketers when asked how much they could increase incremental profits with a 10% increase in budget. Source: Lenskold Group and emedia
  5. 5. © 2013 Capstrat, LLC. All Rights Reserved. Technology Email down. Password resets. Smartphone not connecting to Exchange. Internet is slow. Etc. Etc. Etc.
  6. 6. © 2013 Capstrat, LLC. All Rights Reserved. Information 66% of marketers feel overwhelmed by volume of data, 59% are frustrated by how long it takes to receive reports, and 50% said reports lack important information. Source: DOMO Survey, November 2013
  7. 7. © 2013 Capstrat, LLC. All Rights Reserved. Meetings 37% of employee time is spent in meetings. Managers attend more than 60 meetings per month. Source: InfoCom
  8. 8. © 2013 Capstrat, LLC. All Rights Reserved. Politics 43% of employees say dealing with office politics is their primary time waster. Source: Salary.com
  9. 9. © 2013 Capstrat, LLC. All Rights Reserved. Updates/Reports Knowledge workers spend an average of 41% of their time on discretionary activities that offer no satisfaction and could be handled competently by others. Source: Harvard Business Review
  10. 10. © 2013 Capstrat, LLC. All Rights Reserved. Yourselves The average US adult spends 141 minutes a day using mobile devices. Source: Advertising Age Mobile Fact Pack 2013
  11. 11. © 2013 Capstrat, LLC. All Rights Reserved. What is your customer’s attention focused on?
  12. 12. © 2013 Capstrat, LLC. All Rights Reserved. Inundated with brand messages
  13. 13. © 2013 Capstrat, LLC. All Rights Reserved. Same things as you, and...Fragmentation of media channels
  14. 14. © 2013 Capstrat, LLC. All Rights Reserved.
  15. 15. © 2013 Capstrat, LLC. All Rights Reserved. Newspapers have lost $40 Billion in advertising revenue since 2000. Source: Newspaper Association of America
  16. 16. © 2013 Capstrat, LLC. All Rights Reserved. The number of pieces of mail delivered by the US postal service dropped from 250 Million to 50 Million over the last 6 years. Source: USPS
  17. 17. © 2013 Capstrat, LLC. All Rights Reserved. Content on the Internet tripled between 2010 and 2013. Source: GoGlobe & Qmee
  18. 18. © 2013 Capstrat, LLC. All Rights Reserved. 90% of all Internet traffic in 2017 will be video. Source: Cisco
  19. 19. © 2013 Capstrat, LLC. All Rights Reserved. Sharing on social media has doubled between 2011 and 2013. Source: KPCB
  20. 20. © 2013 Capstrat, LLC. All Rights Reserved. The half-life of a piece of content shared on Twitter and Facebook is 3 hours. (Half-life = 50% of Total clicks) Source: Bit.ly
  21. 21. © 2013 Capstrat, LLC. All Rights Reserved. 73% of people surveyed wouldn’t care if the brands they used disappeared from their life. Source: Co.Exist
  22. 22. © 2013 Capstrat, LLC. All Rights Reserved. 42% of global marketers say acquiring new customers is one of the top three marketing challenges facing their organization. Source: IBM
  23. 23. © 2013 Capstrat, LLC. All Rights Reserved. It is 6 to 7 times more expensive to acquire a new customer than it is to keep a current one. Source: White House Office of Consumer Affairs
  24. 24. © 2013 Capstrat, LLC. All Rights Reserved. Title Goes Here
  25. 25. © 2013 Capstrat, LLC. All Rights Reserved. These customer distractors can be opportunity. But with all of this opportunity comes the potential inertia of too much...
  26. 26. © 2013 Capstrat, LLC. All Rights Reserved. How can you bring structure to the chaos?
  27. 27. © 2013 Capstrat LLC. All Rights Reserved. Funnel • testing/optimization
  28. 28. © 2013 Capstrat, LLC. All Rights Reserved.
  29. 29. © 2013 Capstrat LLC. All Rights Reserved. Sales, New Members, Advocates, etc The funnel approach Awareness/Attention Action Desire Interest Universe of People
  30. 30. © 2013 Capstrat LLC. All Rights Reserved. Planning/Strategy Action Desire Interest Universe of People Audience Segmentation Awareness/Attention Account Planning Research Positioning Messaging Delivery
  31. 31. © 2013 Capstrat LLC. All Rights Reserved. Awareness/Attention Account Planning Research Positioning Messaging Delivery Action Desire Interest Universe of People Audience Segmentation Awareness/Attention Public Relations Advertising Social Media
  32. 32. © 2013 Capstrat LLC. All Rights Reserved. Interest Account Planning Research Positioning Messaging Delivery Public RelationsAdvertising Social Media Action Desire Interest Universe of People Audience Segmentation Awareness/Attention Direct Marketing Search Social Channel Marketing Digital Experience Native Advertising
  33. 33. © 2013 Capstrat LLC. All Rights Reserved. Desire Account Planning Research Positioning Messaging Delivery Public RelationsAdvertising Social Media Action Desire Interest Universe of People Audience Segmentation Awareness/Attention Direct Marketing Search Social Digital Experience Channel Marketing Native Advertising Infographics Video
  34. 34. © 2013 Capstrat LLC. All Rights Reserved. Action Account Planning Research Positioning Messaging Delivery Public RelationsAdvertising Social Media Action Desire Interest Universe of People Audience Segmentation Awareness/Attention Direct Marketing Search Social Digital Experience Channel Marketing Videos Infographics Native Advertising Conversion Optimization User Experience
  35. 35. © 2013 Capstrat LLC. All Rights Reserved. Relationship cultivation and management Action Desire Interest Universe of People Awareness/Attention Customer Segmentation Lead Management Strategy Tactical Execution - Timing - Channels/Tactics Marketing Content Strategy Marketing Automation Analytics Optimization
  36. 36. © 2013 Capstrat, LLC. All Rights Reserved.
  37. 37. © 2013 Capstrat, LLC. All Rights Reserved.
  38. 38. © 2013 Capstrat, LLC. All Rights Reserved.
  39. 39. © 2013 Capstrat LLC. All Rights Reserved. Content
  40. 40. © 2013 Capstrat LLC. All Rights Reserved. Content engine
  41. 41. © 2013 Capstrat LLC. All Rights Reserved. The campaign stack: A pragmatic approach to marketing Air Cover Demand and Lead Generation Collateral Training Commercial offer Promotions Print, online, TV, radio, public relations, online banners/search, podcasts, out-of-home (billboards, airports, etc.) Direct mail, email, Newsletters, events (real and virtual) Briefs, presentations, white paper, customer case studies Workshops, E-seminars, podcasts, online exams Preconfigured packages, boxed sets, subscription service, starter kits Bundle discounts, partner incentives, rebates, awards
  42. 42. © 2013 Capstrat LLC. All Rights Reserved. Big whooping mistakes No call to action Bad timing between air cover and demand generation Inconsistent message No training Not telling Sales Telling channel partners before direct Sales or Field Marketing
  43. 43. © 2013 Capstrat, LLC. All Rights Reserved. Measurement/Analytics Loyalty Sales Attribution High Value Behaviors Completion of Task Likes/Follows Page/Video Views Time Spent Clicks CTR/CPC Visits
  44. 44. © 2013 Capstrat LLC. All Rights Reserved. Analytics framework Outputs Contact/response level Reach, touch, click Business Goals Organizational level Added value Outcomes Perception and behavioral level Knowledge, opinions, attitudes Frequency Visits Site conversions Prominence Message impact Share of voice Journalist inquiries … Awareness Comprehension Recollection Recognition Credibility Image changes Recommendations Purchasing intent Sales ... Revenue/turnover Contracts closed Reputation value Brand value Price-earnings Ratio Market share Stock price Employee retention ... Impact on tactics/media/channels Impact on targeted groups Impact on the organization
  45. 45. © 2013 Capstrat, LLC. All Rights Reserved. Optimization and testing
  46. 46. © 2013 Capstrat LLC. All Rights Reserved. Optimization/Testing Action Desire Interest Universe of People Audience Segmentation Awareness/Attention
  47. 47. © 2013 Capstrat, LLC. All Rights Reserved.
  48. 48. © 2013 Capstrat LLC. All Rights Reserved.
  49. 49. © 2013 Capstrat LLC. All Rights Reserved. Tools to support your efforts • Analytics framework • Conversion funnel worksheet • ROI calculators • Campaign stack • Messaging matrix • Content engine framework
  50. 50. © 2013 Capstrat LLC. All Rights Reserved. Analytics framework
  51. 51. © 2013 Capstrat LLC. All Rights Reserved. Conversion funnel worksheet
  52. 52. © 2013 Capstrat LLC. All Rights Reserved. B2B industry benchmark for lead conversions* Suspects * Based on industry averages/benchmark developed by Netprospex Prospects Marketing Qualified Lead Sales Accepted Lead Sales Qualified Lead Closed Deals Avg Size of Sale 2014 Marketing Generated Revenue Goal $$$$$$ x $$$$ 2% 4% 67% 47% 31% Closed Deals Suspects Prospects Marketing Qualified Lead Sales Accepted Lead Sales Qualified Lead
  53. 53. © 2013 Capstrat LLC. All Rights Reserved. Your conversion funnel worksheet Suspects Prospects Marketing Qualified Lead Sales Accepted Lead Sales Qualified Lead Closed Deals Avg Size of Sale 2014 Marketing Generated Revenue Goal $$$$$$ x $$$$ ?% ?% ?% ?% ?% Closed Deals Suspects Prospects Marketing Qualified Lead Sales Accepted Lead Sales Qualified Lead
  54. 54. © 2013 Capstrat LLC. All Rights Reserved. Return on investment (ROI) calculators
  55. 55. © 2013 Capstrat LLC. All Rights Reserved. Campaign stack
  56. 56. © 2013 Capstrat LLC. All Rights Reserved. Messaging matrix
  57. 57. © 2013 Capstrat LLC. All Rights Reserved. Content engine framework
  58. 58. © 2013 Capstrat, LLC. All Rights Reserved. Enough with the theory...
  59. 59. © 2013 Capstrat, LLC. All Rights Reserved. Thank you Shane Johnston e. sjohnston@capstrat.com t. @shanetjohnston Jon Barlow e. jbarlow@capstrat.com t. @Jon_Barlow www.capstrat.com

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