Marketing Mashup: Top takeaways of 2013
What we’ve learned from interviewing more than 200 marketers throughout
the year

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Speakers
Black & White
Headshot
Pamela Markey
Daniel Burstein
Senior Director of Marketing
MECLABS
@PamelaMarkey
Director of Editorial Content
MECLABS
@DanielBurstein

Daniel Burstein, Director of
Editorial Content, and Pamela
Markey, Senior Director of
Marketing, MECLABS, discuss the
top takeaways from 2013.
Watch it now
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Related Resources
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• Content Marketing: How MarketingExperiments increased blog traffic by 232%
• Optimization: A discussion about an e-commerce company's 500% sales increase
• Lead Generation: How Adobe generated a 500% lift in conversion by changing its webinar
strategy

Related Resources, continued
• Social Media: How SAP operationalized social for replicated worldwide success
• Search Marketing: Insights on keyword research and customer personas
• Landing Page Optimization: How CRC Health transformed decision-making across 140 sites
• Email Optimization: A discussion about how A/B testing generated $500 million in
donations
• Content Marketing: A discussion about McGladrey's 300% increase in content production
• Testing: A discussion about SAP's 27% lift in incremental sales leads

Poll Question:
How would this webinar best serve you?
A. Go fast and get through as much as possible.
B. Take it slow and cover topics more thoroughly.

Takeaway: Social media connects
people
In summary, LinkedIn isn’t the place for push marketing; it’s a place for peers to
connect with other peers.

Using LinkedIn InMail
•
•
•
1 sponsored message
Every 60 days
3 message series

Sponsored InMail
3 Objectives:
1. Attract
2. Engage
3. Convert

Results: Opens and clickthroughs
Send 1
140
CT
1,700 Opens
1,100
Opens
Send 2
100
CT
1,547
Opens
Send 3
0
200
400
600
50
CT
800
1000
1200
Both sends had approx. 7,000 recipients
1400
1600
1800

Takeaway: Customers should be
the center of your sales strategy
In summary, not just a funnel for sales, but truly connect the customer to the system.

2010
The external lead capture was dependent on
manual sales acceptance. No connection to
systems, no closed-loop feedback.
CUSTOMER
SERVICE
SALES
1,200
400

2010
The external lead capture was dependent on manual sales
acceptance. No connection to systems, no closed-loop feedback.
LEGAL
FINANCE
COMPLIANCE
SALES
400

Debbie’s Approach
1 Audit and Discovery
2 Program and Process Development
3 Change Management

Audit and Discovery
Not Connected to
Service Work Flows
CUSTOMER
No Closed-Loop
SERVICE
SALES
1,200
400
External Website
Outside Oversight

Audit and Discovery
Not into Service
BuildConnected to
Service Work Flows
Work Processes
CUSTOMER
No Closed Loop
Tie to ERP/SAP
SERVICE
SALES
1,200
400
Remove External
External Website
Website
Outside Oversight

The Goal
CUSTOMER
SALES
SERVICE

Results: Leads submitted
2009
2010
2011
2012
2013

Results: Revenue per lead
2009
2010
2011
2012
2013

Takeaway: Treat social media as
single part of a whole strategy
In summary, don’t treat social media as its own separate entity.

Email and Facebook are
strategically, operationally and
tactically aligned
(or should be)

Feature popular Facebook products in email
Integrating social
media into email.
What interests a
customer’s peers?

Image testing
Try email images with high
CTR in Facebook posts
Try images that drive high
Facebook engagement in email

Take what worked in 2013, and create a clear plan
for 2014.
Need help creating the perfect deck for your 2014 marketing plan? Marketo
has a great free customizable PPT template for your marketing plans!
http://marketo.com/planning

Takeaway: Don’t underestimate
the power of useful content
In summary, “free content” isn’t free for your customer. Time is valuable.

Why content marketing?
30%
Trade Shows
DEGREE OF DIFFICULTY
CONTENT
20%
Optimization
Social
Media
SEO
Mobile
Marketing
MarketingSherpa
Lead Generation Benchmark Survey
Fielded January 2012, N=1,915
Webinars
10%
Print
Advertising
0%
10%
PPC
Direct
Mail
Email
Marketing
20%
LEVEL OF EFFECTIVENESS
30%
40%

Comparing difficulty of content marketing
Please indicate the DEGREE OF DIFFICULTY (time, effort and expense required) in creating each type of content
Not Difficult
Somewhat difficult
Very difficult
25%
66%
Press Releases
Social Media
4%
37%
57%
Webpages
2%
29%
73%
Images
57%
37%
54%
Customer Reviews
6%
35%
51%
E-newsletters
Blogs
49%
40%
11%
11%
40%
Microsites
Digital Magazines
53%
50%
37%
Podcasts
37%
Webinars/Webcasts
29%
46%
Whitepapers
Online Video
Mobile Apps
51%
21%
20%
20%
10%
4%
19%
48%
23%
49%
23%
28%
Case Studies
7%
17%
59%
29%
e-books
6%
46%
41%
Articles
12%
43%
44%
Mobile Web Content
6%
52%
26%
54%
26%
54%
26%
MarketingSherpa
Lead Generation Benchmark Survey
Fielded January 2012, N=1,915

You pay with help, you receive attention and trust
Content
Your
Company
Share of Mind
Relevant
Helpful
Entertaining
Customers
Trust

Selling Free Content: Excerpts

Selling Free Content: Excerpts

Takeaway: Use a content strategy
In summary, creating content doesn’t have to be hard; use what you’re already doing
in an intentional way.

Content works.
But it’s hard.
It doesn’t have to be!

Build a Strategy Around Content
See our presentation
and learn about …
Repackaging capabilities/extend use
John, I believe this is an
important article for you
to read …
Maybe you saw us on …
Or
heard our podcast
interview of a client

Industry/LOB
Project Management: Workflow and transparency
Project
Notification
Form submitted
by Nat’l Mktg
Leaders
Multiaspect
GTMS
project?
This is how marketing support requests are
submitted to GTMS. Depending on project
details selected, GTMS team leaders will be
notified of the support request.
Scheduled by
Production
Manager
Yes
Project Kickoff Call and
project brief
completed
Project set up
and assigned in
Project
Management
platform
Go To Market Services team members
brief and/or advise on strategies, and help
refine based on previous data and
experience.
Ongoing approvals from SMEs and
Industry/LOB Leaders throughout
process coordinated by National
Marketing Leaders.
Work Begins: Content &
Graphic Design, Digital Media,
Demand Generation, Social
Media, PR, Advertising, etc.
GTMS
No – Single area of support needed – Small project
Best efforts will be made to align resources to specific LOB/
Industry, this may not always be possible unless teams are willing
to adjust project due dates.
Implementation
MROI
analysis with
industry/LOB
Leaders
Tracking of
Results –
Analytics and
Automation
Software
NOTE: Project Tracker used to manage overall planning. Project
Management platform used to manage GTMS support elements.
GTMS Teams will review Project Tracker reports to plan for
resources and manage workflow.

Starting the Project
• Forms remove poor
communication
• You can educate
• Help requesters think ahead

Takeaway: Orient your customers
In summary, whether it’s email, social media or a landing page, make sure it clicks
for your audience.

Adobe Results: Evolution of webinar marketing
75% Increase in Open Rate
120% Increase in Clickthrough Rate
Average Open Rate
Average CTR
2008
17%
5%
2013
30%
11%
!
Webinars became the second driver of sales behind free trial offers.

Promoting Webinars: Old strategy
Email
Landing Page

Promoting Webinars: New strategy, implementing process
Email
Follow-Up
Landing Page

Promoting Webinars: Down the funnel
eLearning Play
37% eLearning
moved from
“Solution” to
“Product” webinar
Marketing Play
“Best Practices” or “Solution”
webinar
“Product” webinar
Competitive
comparison
Trial/
training
webinars
23% marketing
moved from
“Solution” to
“Product” webinar

Takeaway: Analyze your social
media audience
In summary, determine the best ways to reach out and connect with your
customers.

Understanding how social media works around the world
SAP’s challenge
ACT
LOCALLY

The Social DNA of SAP
• 716,000 fans
(combined)
• 553,000 followers
(combined)
• 270,000 followers
• 77,000 views
SAP Social Engagement in 2012:
• 1.46 million video
views
•140,000 likes, comments, retweets, etc.
•1,400,000 clicks
SAP Community Network:
•2,500,000 members
•20,000 new posts per month
•4,000 new blog posts per day

SAP in Social Business
Sales team
SAP found by utilizing social business
techniques, customers are now
more informed when they
engage with a salesperson.

Example: SAP Slovakia Banking
• SAP team focused on Slovakia Banking, which had its own social media presence with a small
following
• Consolidated into a SAP Finance Channel to promote many conversations and cross-educate on topics
• Steering people away from “small microcosms” and toward broader communities
Before:
Overly specific, alienating
and dividing audiences
After:
Unifying, bringing in people
of diverse interests

Example: Latin America
Language is important, not country
24 accounts shut down over 6
months
34 different social
media accounts
No real strategy
Consolidate to engage with a wider
audience, create good content,
educate
4 Facebook accounts
4 Twitter accounts
2 LinkedIn accounts
20% Promotional material vis-à-vis
80% value added info

Takeaway: Relate to your audience
In summary, use personas to identify with the customers that visit your site.

Audience
K12
Education
Creating a page structure that
accommodates customer interest

“Spock Project”: The four personas
http://www.flickr.com/photos/x-ray_delta_one
Humanistic
http://www.flickr.com/photos/kt
Methodical
http://www.flickr.com/photos/kt
http://www.flickr.com/photos/x-ray_delta_one
www.openroadmedia.com
Competitive
Spontaneous

Audience: Personas
Buy now
Case studies; White papers
Pricing information;
Industry articles
Testimonials
Education

Targeting content for personas
http://www.flickr.com/photos/x-ray_delta_one

Targeting content for personas
http://www.flickr.com/photos/kt

Targeting content for personas
http://www.flickr.com/photos/x-ray_delta_one

Takeaway: Test your email sends
In summary, there is always something to improve, optimize or eliminate – never
stop improving.

What impact can testing have?

Testing = Constant Improvement
Little improvements add up
• Improving 1% here and 2% there isn’t a lot at first, but over time, it adds up

Test Every Element
Question: What footer language should we use to reduce unsubscribes?
Variation:
Recipients
Unsubscribes
Unsubscribe/
Recipient
Significant difference in
unsubscribe/recipient
578,994
195
0.018%
None
578,814
79
0.014%
Smaller than D4
578,620
86
0.015%
Smaller than D4
580,507
115
0.020%
Larger than 3D and 4D

No, really. Test every element.
Running tests in the background via personalized content

Example: Subject lines
Test sends
version
v1s1
v1s2
v1s3
v2s1
v2s2
v2s3
v3s1
v3s2
v3s3
v4s1
v4s2
v4s3
v5s1
v5s2
v5s3
v6s1
v6s2
v6s3
Subject line
Hey
Two things:
Your turn
Hey
My opponent
You decide
Hey
Last night
Stand with me today
Hey
This is my last campaign
[NAME]
Hey
There won't be many more
of these deadlines
What you saw this week
Hey
Let's win.
Midnight deadline
Each draft was tested with three subject
lines
One subject line would usually be
common across all drafts, to help make
comparisons across messages

Example: Best vs. worst versions
Full send (in millions)
Test sends
version
v1s1
v1s2
v1s3
v2s1
v2s2
v2s3
v3s1
v3s2
v3s3
v4s1
v4s2
v4s3
v5s1
v5s2
v5s3
v6s1
v6s2
v6s3
Subject line
donors money
Hey
263 $17,646
Two things:
268 $18,830
Your turn
276 $22,380
Hey
300 $17,644
My opponent
246 $13,795
You decide
222 $27,185
Hey
370 $29,976
Last night
307 $16,945
Stand with me today
381 $25,881
Hey
444 $25,643
This is my last campaign
369 $24,759
[NAME]
514 $34,308
Hey
353 $22,190
There won't be many more
of these deadlines
273 $22,405
What you saw this week
263 $21,014
Hey
363 $25,689
Let's win.
237 $17,154
Midnight deadline
352 $23,244
$4
$3
$2
$1
$0
ACTUAL
($3.7m)
IF SENDING IF SENDING
AVG
WORST
$2.2 million additional revenue
from sending best draft vs. worst,
or $1.5 million additional from
sending best vs. average

Takeaway: Use words strategically
In summary, study the psychology behind the words you use in PPC ads to ensure
that you’re relating to your customers.

Effects of psychological mapping on paid advertising
… highly empathetic, social, caring, worried. Thus, wanting a more formal, highly
educated service with high interaction.

Testing Phase: Behavioral Psychology
Highest Performing Branded Ads (>1000
Impressions
Ad
Bayside Marin - Recovery
Not Your Ordinary Health Program.
Health Recovery Center. Call Now.
CTR
21.84%
Lowest Performing Branded Ads (>1000
Impressions
Ad
Bayside Marin Clinic
Rehab Shouldn't Stop Your Career.
For Top Executives Seeking Comfort.
CTR
0.97%
Bayside Marin Center
We Provide Private, VIP Recovery.
Your Own Room, Beautiful Facility.
6.98%
Bayside Marin Clinic
Rehab Shouldn't Stop Your Career.
Your Own Room, Beautiful Facility.
1.09%
Bayside Marin Center
Rehab Shouldn't Stop Your Career.
For Top Executives Seeking Comfort.
6.18%
Bayside Marin Clinic
Alternative Health Recovery Center.
Very Private & Exclusive. Call Now.
1.11%
Bayside Marin Center
Everything You Need to Recover.
Private Room, Chef, Healthy Living.
4.97%
Bayside Marin - Official
Exclusive Treatment Recovery Center
Private Chef, Pool, Gym Call Now.
1.14%
Bayside Marin Center
Alternative Health Recovery Center.
Very Private & Exclusive. Call Now.
4.32%
Bayside Marin Treatment
Everything You Need to Recover.
Private Room, Chef, Healthy Living.
1.23%

Effects of psychological mapping on paid advertising
Connotation creates a 3X
difference in CTR.
“Clinic”
Quick
Cheap Informal
Less educated personnel
“Center”
Formal
Expertise
Research
Educated personnel
The difference is understanding the psychology of the words.

Experiment: Sierra Tucson (value proposition)
Experiment ID: Sierra Tucson
Testing Phase: Value Proposition
Research Notes:
Background: An addiction and mental health rehabilitation facility.
Objective: To increase the clickthrough rate.
Primary Research Question: Which PPC ad will obtain the most clickthroughs?
Test Design: A/B split test

Experiment: Controls
Company Logic
We have the most doctors,
therefore we have the best care.
Branded
Sierra Tucson Care Center
Considered a Top Recovery Clinic
Get a Free Assessment. Call Now!
Non-branded
AZ Alcohol Detox Facility
Exclusive, Luxury Rehab Facility.
1 Clinical Staff Per 3 Patients.

Experiment: Treatments
Customer Logic
I am afraid to send my husband
away to someone who will not
care for him like I will.
Branded
Sierra Tucson Care Center
Considered a Top Depression
Clinic. Traditional & Alternative
Therapies
Non-branded
AZ Alcohol Detox Facility
Considered a Top Addiction Clinic
Traditional & Alternative
Therapies

Experiment: Results
• 14,000 % Increase in CTR for Branded Ads
• 3,300 % Increase in CTR for Non-branded Ads
Branded PPC Ads
Conversion Rate
Non-Branded PPC Ads
Conversion Rate
Control
0.31%
0.13%
Treatment
44.2%
4.41%
14,000%
3,300%
Relative Difference
By incorporating customer logic into PPC ads, the clickthrough rate on PPC
ads, both branded and non-branded, skyrocketed.

Takeaway: Start small on website
redesign
In summary, even small changes on your website can make a big impact.

firstSTREET Radical Redesign
Little budget
Little time
No coding or graphic skills
500% Increase in sales using split testing on website redesign

The Redesign
“firstSTREET meets Apple”
• Where, what and why answered
• Big visuals, big type (old eyes)
• Thought sequence subheadings (benefit phrasing)
• Strong call-to-action
• Incentive and ROI
• Minimize anxiety
• Long page layout

Control
• Navigation options
• Subheader copy
• Image on left or right
• Longer copy
• Different copy
• Guarantee seal vs. words
• Incentive and ROI
• Minimize anxiety
• Thought sequence
Oops!

The Results
The treatment
is a winner!
• Crushed a very
weak control
Up 3,566%
• Conversion rate
now acceptable
in the absolute

Compounding Success
Einstein said the compounding power of money is the eighth wonder of the world
• Pessimist
What a difference a year can make
•
•
•
•
•
•
•
Initial sales rate per period
Original site testing gains
Radical redesign (only counting 1X)
Price disclosure
Add-to-cart buttons
Thought sequence
Headline test
30%
100%
no gain
15%
46%
30%
10
13
26
26
30
44
57
Over a 5x increase in one year … and still growing!

Takeaway: Optimize thought
processes
In summary, use your resources to test and optimize thought processes for your
customers.

SAP Testing Results
27% Increase in incremental sales leads
20% Digital marketing budget savings
“
“
My passion is ensuring digital adds measurable value to sales pipeline and revenue – if not, what's the point?
– Shawn Burns

Team
Testing Resources

In-Market Tests
Control
Spotlights section on
SAP.com

In-Market Tests
Treatment
62% more engagement (aggregate results
across tests in 7 different countries)
Regional Preferences
433% better engagement in China than in
the U.S.

Thank You!
Pamela Markey
Senior Director of Marketing
MECLABS
@PamelaMarkey
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein

Marketing Mashup: Top takeaways of 2013
What we’ve learned from interviewing more than 200 marketers
throughout the year