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Triangle AMA Marketing Workshop

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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Triangle AMA Marketing Workshop

  1. 1. Marketing decision makers: 
 Stop thinking tactics, 
 start thinking campaigns
  2. 2. Introductions Jon Barlow SVP, Group Digital Director LinkedIn: jbarlow Shane Johnston
 EVP, Client Development
 LinkedIn: shanetjohnston
  3. 3. State of the State What is the state of integrated marketing communications in your organization?
  4. 4. Why integrated marketing is better. • Better response • Better revenue • Better retention • Better branding • Better lifetime value • Better serves our audiences But it’s not easy... 4
  5. 5. What’s does a 
 marketer’s time go?
  6. 6. 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
  7. 7. Technology
 Email down. Password resets. Smartphone not connecting to Exchange. Internet is slow. Etc. Etc. Etc. 

  8. 8. 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
  9. 9. Meetings
 37% of employee time is spent in meetings. Managers attend more than 60 meetings per month.
 Source: InfoCom
  10. 10. Politics
 43% of employees say dealing with office politics is their primary time waster.
  11. 11. 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
  12. 12. Resistance
 Only 30% of change programs succeed.
 Source: John Kotter
  13. 13. The Industry
 Chasing the next Big Thing. 

  14. 14. Yourselves
 The average US adult spends 141 minutes a day using mobile devices. 
 Source: Advertising Age Mobile Fact Pack 2013
  15. 15. What is distracting 
 your audience from
 your message?
  16. 16. Inundated with brand messages
  17. 17. Fragmentation of media channels
  18. 18. Who is multitasking? 18
  19. 19. Newspapers have lost $40 Billion in advertising revenue since 2000. Source: Newspaper Association of America
  20. 20. 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
  21. 21. So why not just focus 100% on digital? 21
  22. 22. The US adult email audience will reach 203.8 million by 2017. Source: eMarketer
  23. 23. Most popular online activities
  24. 24. 72% of all internet users are active on social media. Source: Pew Research and KPCB
  25. 25. But, social media extends traditional media But, social media extends traditional media HP research found that 72% of sources retweeted 
 most were from traditional media Top 9 Retweeted Users
  26. 26. 80% of all Internet traffic in 2019 will be video. Source: Cisco 2015
  27. 27. It would take an individual over 5 million years to watch that amount of video.
  28. 28. 62% of Millennials feel that online content drives brand loyalty. Source: NewsCred
  29. 29. 73% of people surveyed wouldn’t care if the brands they used disappeared from their life. Source: Co.Exist
  30. 30. Customer service interactions are nearly four times more likely to lead to brand disloyalty than loyalty. Source: CEB Research
  31. 31. Some areas that need extra focus…
  32. 32. 32
  33. 33. 33
  34. 34. Customer experience and journey 1. The consumer considers an initial set of brands, based on brand perceptions and exposure to
 recent touch point. 2. Consumers add or subtract brands as they evaluate what they want. 3. Ultimately, the consumer selects a brand at the moment of purchase. 4. After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey.
  35. 35. Strengthen your message through media convergence 35
  36. 36. How do you help your
 audience navigate the chaos of
 marketing today and provide the
 best customer experience?
  37. 37. 37
  38. 38. Awareness/Attention Action Desire Interest Universe of People Sales, New Members, Advocates, etc The funnel approach to organizing your campaign 39
  39. 39. Planning/Strategy Action Desire Interest Universe of People Audience Segmentation Awareness/Attention Account Planning Research Positioning Messaging Delivery 40
  40. 40. Awareness/Attention Audience Segmentation Public Relations Advertising Social Media Action Desire Interest Universe of People Awareness/Attention Account Planning Research Positioning Messaging Delivery 41
  41. 41. Interest Public RelationsAdvertising Social Media Audience Segmentation Direct Marketing Search Social Media Channel Marketing Digital Experience Native Advertising Action Desire Interest Universe of People Awareness/Attention Account Planning Research Positioning Messaging Delivery 42
  42. 42. Desire Audience Segmentation Direct Marketing Search Social Media Digital Experience Channel Marketing Native Advertising Whitepapers Long Form Video Events Webinar Action Desire Interest Universe of People Awareness/Attention Account Planning Research Positioning Messaging Delivery Public RelationsAdvertising Social Media 43
  43. 43. Action Audience Segmentation Long form video Whitepapers Events Webinar Conversion Optimization User Experience Call Center Sales Visit Action Desire Direct Marketing Search Social Media Digital Experience Channel Marketing Native Advertising Interest Universe of People Awareness/Attention Account Planning Research Positioning Messaging Delivery Public RelationsAdvertising Social Media 44
  44. 44. 2015 Marketers Stress Report from 2015 Marketers Stress Report 45
  45. 45. Your conversion funnel is also your budget justifier. Suspects * Based on B2B industry averages/ benchmark developed by NetProspex Prospects Marketing Qualified Lead Sales Accepted Lead Sales Qualified Lead Closed Deals Avg. Size of Sale 2016 Marketing- Generated Revenue Goal $$$$$$ x $$$$ 2% 4% 67% 47% 31% Closed Deals Suspects Prospects Marketing Qualified Lead Sales Accepted Lead Sales Qualified Lead 46
  46. 46. Content Content strategy
  47. 47. Precision Content Engine
  48. 48. Content strategy starts with “Why” and is organized to convert 51
  49. 49. Convergence enhances visibility and mitigates risk 52
  50. 50. The campaign stack: A pragmatic approach to marketing 53 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
  51. 51. © 2016 Capstrat, LLC. All Rights Reserved.
  52. 52. Big whooping mistakes 55 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
  53. 53. 2015 Marketers Stress Report 2015 Marketers Stress Report from 56
  54. 54. Measure what matters
  55. 55. Analytics is top of mind 58
  56. 56. But here’s the irony . . . 59
  57. 57. Should everything be measured? Definitely maybe. Loyalty Sales Attribution High Value Behaviors Completion of Task Likes/Follows Page/Video Views Time Spent Clicks CTR/CPC Visits 60
  58. 58. Output Reach, touch, click Business Goals
 Added value Outcomes Knowledge, opinions, attitudes Organization Targeted groups Tactics/media/channels Total measurement top-down and bottom-up 61
  59. 59. Measure everything to optimize and realize marketing ROI 62 Many companies can articulate their objectives. • $100 million in revenue • Increase market penetration by 10% • Expand in to a new geographic market • Improve customer retention by 1 Few marketers can articulate how the goals (if any) match the KPIs to the business objectives. 3 Many marketers know their key metrics. • New website visitors • 1,000 inbound calls in March • 50 sales qualified leads • Cost per lead < $25 • Whitepaper downloads • Video views 2
  60. 60. Back up your data with more data • Secondary research adds new dimension to your existing data and supports your insights. Tools you can use: • Google Trends • Yahoo! Clues • eMarketer • comScore • Forrester • Nielsen
  61. 61. Segmentation is key • Create content for each target group using messaging that resonates with them • Reach them WHERE and WHEN they consume media Identify your targets. Create personas.
  62. 62. Measure, Refine, Optimize Optimization cycle • Measure the success of the campaign. Are you close to meeting your target goals? • If not, what needs to change? • Make the change, and start over again.
  63. 63. Why Test? • Only way to truly know what works and what doesn’t for your industry, customers and products • No opinions • No “best practices” • No “design for design sake” 66
  64. 64. What can you test? • Processes/ user workflows • Landing pages • Campaigns • Design • Content • Marketing promotions 67
  65. 65. The “obvious choice” isn’t always the best. 68
  66. 66. Digital Disruption Your marketing strategy 69
  67. 67.
  68. 68. Navigate the technologies that will have the biggest impact on digital marketing © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates. For more information, email or visit Gartner for Marketing Leaders provides real-time, personalized digital marketing guidance — from vision through execution. Visit and follow us @GartnerDigital. Hype Cycle for Digital Marketing, 2015 71
  69. 69. Technology can’t save a bad marketing idea. 72
  70. 70. Digital Marketing Strategy Pulling it all together. 73
  71. 71. What does a digital strategy contain? • Audience insights and data analysis • Strategy framework • Digital scope of effort • Implementation and measurement • Governance
  72. 72. Audience Insights • Consumer insights • Data-driven persona development • Customer journey mapping
  73. 73. Audit and Data Analysis • Competitive audit and analysis • Review of all digital channels and tactics • Review of past business/brand performance • Marketing technology audit and analysis 76
  74. 74. Digital strategy framework • Creating the blueprint for success • What are we trying to accomplish? • What’s the big idea? • How do we align the idea with corporate objectives? • What can we improve from past efforts? • What are the Key Performance Indicators (KPIs) that will denote success?
  75. 75. Digital strategy framework • How will we get there? • What’s the optimal ratio between generating demand (Communications) and personalized customer experience (Destinations) that will achieve our objectives? • How will we measure and optimize our conversion funnel and the content that flows through it?
  76. 76. Digital scope of effort • The blueprint has been drawn, so now how do we build the house? • Identify the right digital tactics and channels Don’t forget about your content strategy. You should also be focusing on filling the funnel with content • Who, what, how and when
  77. 77. Most common digital tactics • Website/Mobile application development • Digital advertising and SEM • SEO • Email/CRM • Social 80
  78. 78. Paid search (PPC), social and display advertising 81
  79. 79. Benefits • Display and PPC benefits • Cost effective • Relevant • Controllable • Measurable campaign • People based advertising (Personalization) • Real-Time 82
  80. 80. Organic Search 83 Data  via  Google’s  occasional  public  statements  and  some  inference  (for  2006  +  2009) In  2011  there  are  more  than  
 3  billion  searches/day  on  Google 2015 Greater than 1.1 trillion 
 searches per year
  81. 81. 84
  82. 82. SEO Benefits • More targeted traffic • Higher ROI • Greater visibility • Increased accessibility • Better user experience 85
  83. 83. Social Media is not a fad. It’s a fundamental shift in the way we communicate. • So don’t treat it like a fad. • Focus on ACHIEVING GOALS. 86
  84. 84. Potential social media goals • Establish thought leadership • Build brand awareness • Generate leads/increase sales • Drive traffic to destination • Recruitment • Build community • Improve SEO • Improve public relations • Launch new products and services • Fan engagement and growth 87
  85. 85. Five recommendations for social success • Content is still king • 4-1-1 rule • Social signals • Advocates • Inbound is not enough 88
  86. 86. Permission Marketing 89
  87. 87. Permission marketing benefits • Establish a solid reputation with customers • Improved reputation and solidified brand image • Zero in on a niche • Personal connection 90
  88. 88. Implementation 
 and measurement • Did we make an impact? • Measurement framework • Visualize your conversion funnel and look for leaks • Test and optimize
  89. 89. Marketing Automation Software • Prevents waste marketing effort • Prevents a leaky funnel • As a result, your sales and marketing 
 teams can work in tandem with 
 one another. 92
  90. 90. Perfect Tool For Digitally Integrated Campaign Management 93
  91. 91. Marketing Automation Features • Technology used to track, prioritize and analyze (leads, customers and accounts) • Platform for rapid development, testing and implementation of content programs • Provides the ability to continue conversations across marketing channels, and to hand off those relationships to sales teams 94
  92. 92. Marketing Automation Customer Relationship Management Customer Life Stage Acquire Maintain / grow Retain / recapture Users Marketing Sales Support Source: David Raab, How Does CRM Relate To Marketing Automation? 95
  93. 93. Marketing Automation Benefits • Businesses of all sizes can properly utilize marketing automation. • It increases the operational efficiency of your business while driving revenue. • Better leads = increased business and revenue 96
  94. 94. 97
  95. 95. Governance • Oversight and management are keys 
 to long-term sustainability and success 
 of the strategy • Key aspects of a digital marketing governance plan include: • Team structure and individual member roles • Established policies and SOPs • Policies and SOPs are about managing risk and budget • Set standards and guidelines (i.e., design, development, content, technology)
  96. 96. Thank You Landing Page: Shane Johnston e. t. @shanetjohnston Jon Barlow e. t. @Jon_Barlow