Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns

Integrated Marketing
Communications
Strategic Development and
Tactical Implementation
#IntegratedMarketing

© 2015 Capstrat, LLC. All Rights Reserved.
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...

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...
Landing Page: www.deliver.capstrat.com/integratedmarketing

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

© 2015 Capstrat, LLC. All Rights Reserved.© 2015 Capstrat, LLC. All Rights Reserved.
Technology 
 
Email down. Password resets. Smartphone not connecting
to Exchange. Internet is slow. Etc. Etc. Etc.  

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

Meetings 
 
37% of employee time is spent in meetings. Managers
attend more than 60 meetings per month. 
 
Source: InfoCom

© 2015 Capstrat, LLC. All Rights Reserved.© 2015 Capstrat, LLC. All Rights Reserved.
Resistance 
 
Only 30% of change programs succeed. 
 
Source: John Kotter

How do we move away from this typical scenario?

Setting Accurate
Measures
How did you do?  
How do you know?

Output
Reach, touch,
click
Business Goals 
Added value
Outcomes
Knowledge,
opinions, attitudes
Organization Targeted groups
Tactics/media/
channels
Total measurement

The total measurement framework
Measurement frameworks help visualize strategic initiatives for
every marketing objective, and how each will be measured to
prove success.

Measure what matters.

Measurement/Analytics

Measurement/Analytics
Loyalty
Sales
Attribution
High Value Behaviors
Completion of Task
Likes/Follows
Page/Video
Views Time
Spent
Clicks
CTR/CPC
Visits

The Funnel
Getting Your Audience From
Point A to Point B

Funnel
• testing/optimization

Sales, New Members, Advocates, etc
The funnel approach
Awareness/Attention
Action
Desire
Interest
Universe of People

Planning/Strategy
Action
Desire
Interest
Universe of People
Audience
Segmentation
Awareness/Attention
Account Planning
Research
Positioning
Messaging
Delivery

Awareness/Attention
Account Planning
Research
Positioning
Messaging
Delivery
Action
Desire
Interest
Universe of People
Audience
Segmentation
Awareness/Attention
Public Relations
Advertising
Social Media

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 Media
Channel Marketing
Digital Experience
Native Advertising

Desire
Account Planning
Research
Positioning
Messaging
Delivery
Social Media
Action
Desire
Interest
Universe of People
Audience
Segmentation
Awareness/Attention
Direct Marketing
Search
Social Media
Digital Experience
Channel Marketing
Native Advertising
Whitepapers
Long Form Video
Events
Webinar

Action
Account Planning
Research
Positioning
Messaging
Delivery
Social Media
Action
Desire
Interest
Universe of People
Audience
Segmentation
Awareness/Attention
Direct Marketing
Search
Social
Digital Experience
Channel Marketing
Long form video
Whitepapers
Events
Webinar
Native Advertising
Conversion Optimization
User Experience
Call Center
Sales Visit

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
2015 Marketing
Generated Revenue Goal
$$$$$$
x $$$$
2%
4%
67%
47%
31%
Closed Deals
Suspects
Prospects
Marketing Qualified Lead
Sales Accepted Lead
Sales Qualified Lead

Content

Content engine

The Campaign Stack:
Mapping communications to
maximize coverage

Air Cover
Demand & 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
The Campaign Stack: A pragmatic approach to
marketing

© 2015 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

(Multi) Media:
Viewing the landscape

Media continues to converge

Integration enhances visibility and mitigates risk
PA I D M E D I A
Strengths
Visibility
Weaknesses
Credibility
O W N E D M E D I AControl Visibility
E A R N E D M E D I ACredibility Control
Visibility
Control
Credibility
Visibility
Credibility Control
LessMore

Where does digital
fit in?
Digital Communications

CMO.com

Technology can’t save a 
bad marketing idea.

PAID
OWNED EARNED

RESEARCH AND INSIGHT
AUDIENCE
PAID
OWNED EARNED

CONTENT
INBOUND
MARKETING
OUTBOUND
MARKETING

AUDIENCE
PAID
OWNED EARNED
CONTENT
INBOUND
MARKETING
OUTBOUND
MARKETING

AUDIENCE
PAID
OWNED EARNED
CONTENT
INBOUND
MARKETING
OUTBOUND
MARKETING
DESTINATIONS COMMUNICATIONS
MEASUREMENT AND OPTIMIZATION #IntegratedMarketing

AUDIENCE
PAID
OWNED EARNED
CONTENT
INBOUND
MARKETING
OUTBOUND
MARKETING
DESTINATIONS COMMUNICATIONS
MEASUREMENT AND OPTIMIZATION

Destinations
Digital Experiences

Origins of Capstrat Digital

And then a few things happened...

Pay attention to mobility,  
context and content

Use current technology

Ensure measurable

The Website
has become the 
Web Experience.

Communications
Outbound and Inbound
Marketing

Same things as you, and...Fragmentation of media channels

Most popular online activities
Social is closing in, but
email and search are still
really strong.

But, when talking about mobile users...

Measurement,
optimization
and testing

A/B/split testing and multivariate testing (MVT)

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”

What can you test?
Processes/ user workflows
Landing pages
Campaigns
Design
Content
Marketing promotions

Thank you
www.deliver.capstrat.com/integratedmarketing
Shane Johnston
e. sjohnston@capstrat.com
t. @shanetjohnston
Jon Barlow
e. jbarlow@capstrat.com
t. @Jon_Barlow

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