View this #sps17 Webcast on-demand here: http://dg-r.co/2xO8oeX
During this session, hear from Feng Hong, Senior Product Marketing Manager at Full Circle Insights, about creating a smarter, more granular marketing plan. Get a step-by-step, metrics-driven walkthrough to learn how to:
Evaluate performance along the 3C’s (Campaign, Channel, Content);
Utilize attribution metrics to optimize next year’s marketing mix; and
Plan campaigns using reverse funnel and deciding between MQL-based or revenue-based planning.
In India, hashtag#Startup funding in 1H 2018 went down by 47% in value terms and 17% in terms of number of transaction. Though hashtag#B2B Startups doing better. Challenges are customer hashtag#acquisition, market expansion, attracting hashtag#talent and sustained profitable hashtag#growth (Source Inc42, Innovencapital, Nasscom). Robust hashtag#Go-To-Market hashtag#strategy and its hashtag#execution could be the answer.
This presentation focuses on the crucial point in every start-up's journey where the goal is to validate product-market fit. This is an essential part of every start-up's Go-To-Market strategy, and without completing this process a start-up cannot scale. Product-market fit is defined as a point in a start-up life when there's a product that is at least sell-able, and ideally a "must have" for its market.
This Slideshare presentations provides examples of Marketing Processes as they are found in Go-to-Market Templates provided by Four Quadrant at http://www.fourquadrant.com/products/
Included in the Powerpoint presentation are slides that cover:
Marketing Process - Go-to-Market Planning
Marketing Process - Demand Creation
Marketing Process - Demand Management
Marketing Process - Website Proposal
Marketing Process – Size of the Market
Marketing Process – Content Messaging
Marketing Process - Buyer Behavior Model
Marketing Process – Lead Follow-up
Marketing Process - Lead Rating Model
Marketing Process - Terminology & Roles
Marketing Process – Sales Conversion
Marketing Process - Compelling Sales Presentation
Marketing Process - Positioning Components
Marketing Process - Differentiation Worksheet
Marketing Process - Differentiation Summary
Marketing Process - Business Canvas
Marketing Process - Sales Process
Marketing Process - Partner Process
See more at Four Quadrant at http://www.fourquadrant.com/products/
The Go-To-Market framework is a related set of activities and processes that connect the company’s product strategy to the customer experience. The Go-To-Market framework is cross-functional, spanning product management, product marketing, and sales. It is a strategy and requires operational efficiency.
In India, hashtag#Startup funding in 1H 2018 went down by 47% in value terms and 17% in terms of number of transaction. Though hashtag#B2B Startups doing better. Challenges are customer hashtag#acquisition, market expansion, attracting hashtag#talent and sustained profitable hashtag#growth (Source Inc42, Innovencapital, Nasscom). Robust hashtag#Go-To-Market hashtag#strategy and its hashtag#execution could be the answer.
This presentation focuses on the crucial point in every start-up's journey where the goal is to validate product-market fit. This is an essential part of every start-up's Go-To-Market strategy, and without completing this process a start-up cannot scale. Product-market fit is defined as a point in a start-up life when there's a product that is at least sell-able, and ideally a "must have" for its market.
This Slideshare presentations provides examples of Marketing Processes as they are found in Go-to-Market Templates provided by Four Quadrant at http://www.fourquadrant.com/products/
Included in the Powerpoint presentation are slides that cover:
Marketing Process - Go-to-Market Planning
Marketing Process - Demand Creation
Marketing Process - Demand Management
Marketing Process - Website Proposal
Marketing Process – Size of the Market
Marketing Process – Content Messaging
Marketing Process - Buyer Behavior Model
Marketing Process – Lead Follow-up
Marketing Process - Lead Rating Model
Marketing Process - Terminology & Roles
Marketing Process – Sales Conversion
Marketing Process - Compelling Sales Presentation
Marketing Process - Positioning Components
Marketing Process - Differentiation Worksheet
Marketing Process - Differentiation Summary
Marketing Process - Business Canvas
Marketing Process - Sales Process
Marketing Process - Partner Process
See more at Four Quadrant at http://www.fourquadrant.com/products/
The Go-To-Market framework is a related set of activities and processes that connect the company’s product strategy to the customer experience. The Go-To-Market framework is cross-functional, spanning product management, product marketing, and sales. It is a strategy and requires operational efficiency.
What is your approach to connect with its customers and how does your business deliver your unique value? How do you go from the start with a potential customer to the fulfilment of customer expectation? To find the answer of these vital questions, you should defines your go-to-market strategy.
Designing a go-to-market strategy framework is all about having a clear vision, getting your team on board, and revising as you go. Your go-to-market strategy brings together all of the key elements that drive your business: sales, marketing, distribution, pricing, brand development, competitive analysis and consumer insights. It provides an action plan that clarifies how to reach your target customers and better compete in your marketplace.
Key Objectives of Your GTM Strategy
Your GTM strategy should have several strategic objectives including to:
• Create awareness of your offering
• Convert your initial customers
• Maximize your market share by encroaching on your competitors, entering new markets, and increasing customer engagement
• Defend your present market share against competitors
• Reinforce your brand position
• Reduce cost and maximize profitability
Benefits of a ‘Go to Market’ strategy
A go-to-market (GTM) strategy has numerous benefits. It helps your business:
• Reduce time to market
• Reduce costs associated with failed product launches
• Increase ability to adapt to change
• Manage innovation challenges
• Ensure effective customer experience
• Ensure regulatory compliance
• Ensure a successful product launch
• Avoid the wrong path
• Establish path for growth
• Clarifies plan and direction for all
Here I am sharing a simple Go-To-Market Plan during Pandemic.
Sales Impact Academy Coach, Mark Walker gives a preview of this foundational course.
You will learn:
1. How to identify the real pain points in your target market.
2. Which go-to-market model is best suited to your businesses.
3. Learn about the key success metrics you need to track.
Key Points:
1. Don’t be a solution in search of a problem - Consider the demand in the market first and then build a product for that pain.
2. Frame your key competitors as villain’s - it is a great way of identifying a problem and rallying people behind your product.
3. Be a pill not a vitamin - Is your product a ‘must have’ or a ‘nice to have’?
4. Your ICP should be narrow enough that you are able to streamline your entire operation and make your capital more efficient - you will have to say no to people.
5. A genuine go-to-market model considers every stage of the funnel.
Planning a Product launch ? Here is a guideline/template for Defining a Go To Market Strategy. The deck would be more apt for Technology Product / Solution launch. Feel free to download and customize the deck for your needs.
Use this modern go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept.
Use this go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept. The six stages include research, plan, approve, develop, prepare and launch. Within each stage there are a series of essential activities that need to be performed to ensure alignment between product features and customer needs, and alignment with organizational objectives and priorities.
Download for FREE here: http://www.demandmetric.com/content/modern-go-market-framework
Creating content is easy. But creating good content that makes an impact, and to do so consistently time over time, requires building a competency and understanding content marketing in a broader context.
The elements of the marketing plan build the course of action for a company.
To help you succeed, we have put together the key components of a successful Marketing Plan.
Go to market strategy ppt kapil rawal (1).1SomnathShah1
News media includes all those facts which had happened around us or has been happening around us these are very important for us because we must have knowledge about it so what's the problem we are going to share you those facts, let's begin.
Watch This Free Webinar On-Demand: http://dg-r.co/2gpuzfT - From Napkin To Blueprint: Mapping A Marketing Plan With Your Metrics
Learn how to measure your marketing performance metrics to discover what works
Planning for the upcoming year means getting a complete picture of how marketing impacts revenue. During this webinar, Full Circle Insights will show you how to track and measure marketing performance to discover what is paying off — and what it isn’t — so you can spend your money with a focus on revenue-generating marketing activities.
Learn how to:
• Set goals and optimize your marketing mix;
• Gain complete visibility into funnel metrics;
• Measure a campaign’s contribution to revenue; and
• Invest your marketing budget strategically.
SaaStrU 201: Revenue Marketing: Build for Scale with Podium's SVP, Revenue Ma...saastr
Jess Weimer / Senior Vice President, Revenue Marketing / Podium
Demand Generation is the staple function for any organization looking to increase “Demand”. Over the last decade, the function of Demand Generation gears to being a silo - where the function has its own KPIs, and often times vanity metrics, that cloud the picture. In this session, we will talk through the evolution of Demand Generation to Revenue Marketing, and how Revenue Marketing is critical to building for scale.
What is your approach to connect with its customers and how does your business deliver your unique value? How do you go from the start with a potential customer to the fulfilment of customer expectation? To find the answer of these vital questions, you should defines your go-to-market strategy.
Designing a go-to-market strategy framework is all about having a clear vision, getting your team on board, and revising as you go. Your go-to-market strategy brings together all of the key elements that drive your business: sales, marketing, distribution, pricing, brand development, competitive analysis and consumer insights. It provides an action plan that clarifies how to reach your target customers and better compete in your marketplace.
Key Objectives of Your GTM Strategy
Your GTM strategy should have several strategic objectives including to:
• Create awareness of your offering
• Convert your initial customers
• Maximize your market share by encroaching on your competitors, entering new markets, and increasing customer engagement
• Defend your present market share against competitors
• Reinforce your brand position
• Reduce cost and maximize profitability
Benefits of a ‘Go to Market’ strategy
A go-to-market (GTM) strategy has numerous benefits. It helps your business:
• Reduce time to market
• Reduce costs associated with failed product launches
• Increase ability to adapt to change
• Manage innovation challenges
• Ensure effective customer experience
• Ensure regulatory compliance
• Ensure a successful product launch
• Avoid the wrong path
• Establish path for growth
• Clarifies plan and direction for all
Here I am sharing a simple Go-To-Market Plan during Pandemic.
Sales Impact Academy Coach, Mark Walker gives a preview of this foundational course.
You will learn:
1. How to identify the real pain points in your target market.
2. Which go-to-market model is best suited to your businesses.
3. Learn about the key success metrics you need to track.
Key Points:
1. Don’t be a solution in search of a problem - Consider the demand in the market first and then build a product for that pain.
2. Frame your key competitors as villain’s - it is a great way of identifying a problem and rallying people behind your product.
3. Be a pill not a vitamin - Is your product a ‘must have’ or a ‘nice to have’?
4. Your ICP should be narrow enough that you are able to streamline your entire operation and make your capital more efficient - you will have to say no to people.
5. A genuine go-to-market model considers every stage of the funnel.
Planning a Product launch ? Here is a guideline/template for Defining a Go To Market Strategy. The deck would be more apt for Technology Product / Solution launch. Feel free to download and customize the deck for your needs.
Use this modern go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept.
Use this go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept. The six stages include research, plan, approve, develop, prepare and launch. Within each stage there are a series of essential activities that need to be performed to ensure alignment between product features and customer needs, and alignment with organizational objectives and priorities.
Download for FREE here: http://www.demandmetric.com/content/modern-go-market-framework
Creating content is easy. But creating good content that makes an impact, and to do so consistently time over time, requires building a competency and understanding content marketing in a broader context.
The elements of the marketing plan build the course of action for a company.
To help you succeed, we have put together the key components of a successful Marketing Plan.
Go to market strategy ppt kapil rawal (1).1SomnathShah1
News media includes all those facts which had happened around us or has been happening around us these are very important for us because we must have knowledge about it so what's the problem we are going to share you those facts, let's begin.
Watch This Free Webinar On-Demand: http://dg-r.co/2gpuzfT - From Napkin To Blueprint: Mapping A Marketing Plan With Your Metrics
Learn how to measure your marketing performance metrics to discover what works
Planning for the upcoming year means getting a complete picture of how marketing impacts revenue. During this webinar, Full Circle Insights will show you how to track and measure marketing performance to discover what is paying off — and what it isn’t — so you can spend your money with a focus on revenue-generating marketing activities.
Learn how to:
• Set goals and optimize your marketing mix;
• Gain complete visibility into funnel metrics;
• Measure a campaign’s contribution to revenue; and
• Invest your marketing budget strategically.
SaaStrU 201: Revenue Marketing: Build for Scale with Podium's SVP, Revenue Ma...saastr
Jess Weimer / Senior Vice President, Revenue Marketing / Podium
Demand Generation is the staple function for any organization looking to increase “Demand”. Over the last decade, the function of Demand Generation gears to being a silo - where the function has its own KPIs, and often times vanity metrics, that cloud the picture. In this session, we will talk through the evolution of Demand Generation to Revenue Marketing, and how Revenue Marketing is critical to building for scale.
Check out this presentation to learn how Jessica Kao used Marketo’s Revenue Cycle Analytics (RCA) at two different companies, Fluidigm and GuideSpark, to help marketing speak the language of business. Learn how she did it, where to begin, and expert tips for overcoming obstacles in your own measurement journey.
Leveraging Measurement for Effective Audience Targeting and OptimizationTinuiti
Measuring the success of your marketing efforts is crucial for optimizing your campaigns. In this session, we’ll guide you through the process of reaching the right audience across multiple channels. Learn how to develop an effective media mix, understand incrementality, and leverage retargeting techniques.
Tinuiti’s Marketing Science expert will join App store optimization and app marketing tool, MobileAction, and leading mobile analytics and attribution provider, Singular. Say goodbye to guesswork and gain the insights you need to make data-driven decisions.
Demand Gen Report - Stuck in the Middle - Strategies for Turbocharging Your F...Full Circle Insights
www.fullcircleinsights.com
Part of the Demand Get Report Lead Lifecycle Series.
In the middle of the funnel, the stakes are high and the potential opportunity is great. There are plenty of places to clear bottlenecks, improve marketing-to-sales alignment, and drive growth. Learn about common problems in the middle of the funnel, how to diagnose them, and ways to solve them. See how Vidyard built its revenue operations organization and diagnosed MOFU problems.
With guest Joe Gelata, Head of Global Revenue Operations at Vidyard.
What happens when your leads move down the funnel only to get stuck in the middle? See how one organization identified the tools and tactics to break through the bottleneck and learn how targeted engagement with prospects and timely hand-offs from marketing to sales makes all the difference by watching this #LLS16 webinar with Full Circle Insights: http://dg-r.co/2aYDLb3
Integrating Sales & Marketing to Create a Conversion Driven CultureSmartTouch Interactive
Are your Sales and Marketing teams NOT at it again? When home sales are down, is it Marketing's fault for not generating quality leads or is it Sale's fault for not working the leads and following up?
As marketers head into the third straight anomalous Q4 holiday season, you can no longer call it “unprecedented.” With anxiety about the economy, inflation, and supply chain challenges, this Q4 promises to be yet another period that will bring unique challenges and be hard to plan for.
Our experts have been collecting data-driven insights on how to navigate these challenges in order to see a successful Q4. In our Q4 Playbook, we'll cover everything you need to know, from Retail Media planning and holistic Marketplace operations to using Influencer, Affiliate and Lifecycle Marketing to reach and activate your ideal customers.
Creating a Demand Generation Budget From ScratchSaasMQL
In these slides you'll learn how to draft a demand generation budget starting from your revenue goals. These include funnel metrics, Customer Acquisition Costs (CAC), what line items should be considered when creating the budget, how to forecast your ROI, and what tools can help you in the process.
AGENDA
- "Introduction - Why you are not spending enough on customer acquisition" (Franco Caporale - Founder - SaasMQL)
- "Accurately measuring ad spend ROI against actual revenue generation" (Sahil Jain - CEO & Co-Founder - AdStage)
- "Leveraging your funnel metrics to build an effective demand gen plan" (Steve Arentzoff- VP of Demand Generation - Medallia)
- "Building a demand generation budget from scratch" (Jack Foster - Sr. Director, Demand Generation - SurveyMonkey)
Penetrating Industries with an Integrated Sales and Marketing Strategy Marketo
Financial Services. Healthcare. Higher Education. Technology. Why is it important to market to industries? Because it’s effective, focused and strategic. By developing and executing on a vertical marketing strategy - from advertising on niche publisher networks to sponsoring industry tradeshows- you can drastically improve your response rates and drive revenue. View our webinar to learn how Marketo utilizes a cross-channel approach to generate interest throughout various stages of the funnel from the right buyers in the right industries.
Presentation made by Jeff Linton from Act-On Software at the DRI Marketing Automation event (http://marketing.automation.pt/) on October 30th 2014.
There are several key considerations to successfully navigate the customer lifecycle. Act-On's goal is to optimize each step of the customer's experience through all stages of the funnel, from lead generation to closed deals and repeat sales. Jeff will take attendees through an in depth tour of each step of buyer's journey to help you better engage your customers.
Applying growth frameworks to regional marketingVWO
If you struggle to grow broad, sub-regional markets like EMEA for your brand, or are working with resource constraints, and ever-changing, sub-regional localization demands, our next #MastersofConversion session is definitely for you.
Sold on marketing automation, but having trouble getting the C-suite on board? Sometimes all you need is a well-planned strategy — and this presentation template can help you show upper management that you've thought ahead. Check out our blog post to download the editable template: prd.to/1kVo1pF
Similar to Smarter And Granular Marketing Planning With Goals And Attribution (20)
The First Annual Killer Content Awards recognize organizations that have raised the
bar in content marketing tactics. Winners were formally honored at an awards ceremony
April 24, 2012 in New York City at The Times Center, during DemandGen Report’s B2B Content2Conversion Conference, an industry-first educational and networking event focused on helping B2B marketers develop, map, measure and optimize content marketing strategies.
Experiential Retail: New Data Reveals the Opportunities (and Challenges) of T...G3 Communications
Access the full event here: https://event.on24.com/wcc/r/1943213/38846AF00F46D5307C0D6A919EC74D9C
"Retailers across categories are rethinking their brick-and-mortar strategies, shifting from pushing sales to building communities. In fact, new data from Retail TouchPoints and TimeTrade reveals that more brands are experimenting with pop-ups, product launch events, influencer events and classes to drive in-store traffic, build local engagement and even drive bottom-line results. During this webinar, RTP and TimeTrade will provide an exclusive first look at the results, delving into:
• Trends in experiential retail, including top tactics, promotion and amplification trends, and more;
• Common challenges in experiential strategy and execution; and
• Missed opportunities and areas where retailers can improve."
Building Customer Success With Enhanced Employee EngagementG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1956171/6FBD87FB123A769E1C9499F4CDC6E922
"Successful retailers recognize that their front-line employees are much more than just shelf-stockers and cashiers: they are absolutely critical to creating the kind of unique, memorable customer experiences that differentiate a retail brand. Unless their employees feel that they are an engaged, vital part of the shopping experience, retailers are finding that it’s nearly impossible for them to execute on customer experience (CX) initiatives.
By tapping into the Voice of the Employee (VoE) — which involves collecting, managing and acting on employee feedback — and by linking it to Voice of the Customer (VoC) programs, retailers can get the data they need to enhance employee engagement. And with Millennials and Gen Z employees entering the workforce, their desire for finding connection and purpose at their jobs increases the necessity and value of such programs.
This Retail TouchPoints Connected Consumer Series webinar, sponsored by Medallia, will use real-world retailer examples to explore how VoE and VoC can be successfully linked, and how retailers can use the data and insights generated by these communication initiatives to build employee engagement, enhance the customer experience and boost the bottom line. Additionally, attendees will learn what’s needed to establish a VoE program; what to look for in a partner; and how best to use the information that the program generates to achieve desired business results."
Learn How Top Retailers are Winning the Last Mile With Delivery Experience Ma...G3 Communications
Access the full event here: https://event.on24.com/wcc/r/1959223/858371423C975CB61D19288C605A108C
"The last mile has become a customer experience battleground for retailers, but it’s one that brands can win. While Amazon has raised consumer expectations around delivery speed, what shoppers really want are delivery options tailored to their needs — including self-service options; visibility into where and how their delivery will arrive; and no-hassle resolution when issues do occur. Retailers that focus on last-mile improvements reap benefits such as higher NPS scores, increased AOV and greater customer loyalty.
In this Connected Consumer Series webinar from Retail TouchPoints, sponsored by Convey, attendees will learn how Delivery Experience Management (DEM) provides the single source of last-mile data and tools needed so that retailers can actively manage deliveries efficiently, at scale. Nearly 12% of all shipments encounter some kind of issue, from delays to damaged packages — retailers can either head off problems before they occur, or quickly resolve them to the customer’s satisfaction. With DEM, retailers can ensure customers get their orders how and when they expect, taking intelligent action to correct issues along the way and uphold brand promises.
DEM best practices from retailers including Grove Collaborative, Uncommon Goods and Neiman Marcus will illustrate how retailers can proactively turn around negative shipping experiences, and often avoid them altogether. Expert commentary from a leading industry analyst will identify key last mile challenges and reveal what retailers can do to address them, resulting in efficient transportation, top line growth, and happier customers."
Leveraging Omnichannel Trends for E-Commerce Marketplace SuccessG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1963090/8D083B7B55462D75E842E96A689457C3
"From Amazon opening physical stores to Facebook opening a marketplace, the retail world is changing. Fast. And consumer behavior is the driving force behind much of that change. Brands and retailers have shifted toward “omnichannel” strategies across the retail landscape to target the increasing number of consumer touchpoints as well as the convergence of channels, business models and customer experiences. But e-commerce marketplaces are still a vital part of this changing landscape.
In this webinar, we’ll talk about recent consumer trends and specifically how brands and retailers can leverage e-commerce marketplaces to capitalize on them.
You’ll learn:
• An overview of omnichannel 2.0: Stores, delivery, mobile and voice
• Why marketplaces fit in well with current omnichannel trends
• Which domestic and international marketplaces you should consider
• How to win on marketplaces through more visibility
• And more"
The Store is Media: Reengineering Frontline Teams for the New Age of RetailG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1963727/632C5E2064B82920B10916ACEA80499E
"The physical store is by far the most powerful media channel your brand has - a living, breathing, experiential story about your brand, your values and the things you sell. The new role of stores is not simply to distribute products, but to distribute remarkable and memorable experiences. The question is, who are the people entrusted with bringing your brand story to life? What cultural onboarding, training, skills and tools do your frontline staff need in order to be your stand-out storytellers - the trusted voice and face of your brand.
Join us on April 2 to learn how pioneering brands are reengineering their frontline teams for the new age of retail where the customer is king and experience is everything."
Access the full event here: https://event.on24.com/wcc/r/1828218/4A38B85D06648AB3305659E6CBC56924
This session will provide a blueprint of how top brands are integrating ecommerce, POS and order management to provide seamless a shopping experience across channels. By providing scenarios of real-life shopping journeys, the session would highlight how retail brands are using cloud systems to innovate and keep up with fast-moving market dynamics.
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...G3 Communications
Access the full event here: https://event.on24.com/wcc/r/1830314/96CA67060DE107FBB5BB20AE05F86E56
"Let’s face it, customers don’t care about ""omnichannel"" - they just want a seamless and unified experience relevant to their needs. To meet customer expectations, retailers must consider the entire customer journey in their acquisition and retention strategies to optimize life time value. In this session, we will explore how to use customer journey mapping to design differentiated experiences across all customer-facing channels and share best practices for achieving a truly unified and seamless retail approach.
During this webinar we will discuss:
• The importance of customer journey mapping in today's retail world
• When and how to use customer journey mapping
• Architecting your customer journey map - the structure, data and process "
Location Intelligence - A Critical Tool in Retail Performance ManagementG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1816077/DFF9ECD078983862B13E8F3DA3C7144A
Retailers have more data at their disposal than ever before. Every day new sources and types of data become available. It is critical that retailers are able to consume and analyze this data in order to understand the discrete success factors that drive store success. Location Intelligence combined with leading edge data science is how best in class retailers are finding insights they need to drive growth in today’s Unified Commerce environment. Join Gary Sankary from Esri and Joe Whitley from Environics Analytics to learn how advances in GIS technology and DataScience are enabling retailers to create interactive management decision support tools that that drive top line growth and bottom line performance.
Holiday Predictions: What to Expect Based on Data From 500 Million ShoppersG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1817452/02D1B9BC132DB9B7D2D14665CC4B815D
The first in a succession of monthly holiday-focused webcasts, this session will help retailers prepare for the holiday shopping season ahead. Stay tuned for related online events in Q4 2018 and the anticipated Holiday Wrap Up in Q1 2019!
It’s the happiest time of the year, but it’s the busiest too, particularly for retailers. Every year, Salesforce analyzes data from 500 million shoppers to develop insights related to shopping behaviors during the holiday season. Last year, shoppers favored mobile to search for and purchase holiday gifts. AI-powered product recommendations demonstrated their value, driving a lift in overall transaction size for digital commerce. And every holiday season brings an element of surprise, such as the growing adoption of mobile combined with physical stores opting out of store hours on Thanksgiving Day or Black Friday.
Tune in to hear about what’s in store for retailers this holiday season and what retailers must do to capture the hearts, minds and wallets of today’s sophisticated shoppers. Listen to Salesforce’s Rick Kenney, Sr. Director, Industry Strategy and Insights and Caila Schwartz, Business Intelligence Senior Analyst, discuss shopper research trends and how to create impactful shopping experiences to set your business up for holiday success.
How to Leverage Funnel Metrics and Attribution Data for Your 2019 PlanningG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1857248/435508AB175DDF720B1F0B902B23DB52
Believe it or not, it’s that time of year again.
Annual planning is a huge undertaking - laying out strategy and tactics to achieve your goals in the new year. But where should you start?
Start with the Full Circle Method: Planning, Achieving, Optimizing, and Evaluating. At the intersection of strategy, planning, and measurement, these four steps will help you study your breakthroughs and busts in 2018 and use those insights to plan for an amazing 2019. Come learn how successful companies have leveraged this data-driven framework to optimize their strategy, powered by funnel metrics and attribution data.
After this session, you will be ready to:
Derive insights from past campaign performance to plan next year’s campaigns
Layout a 4-part strategy to reach your goals
Create a marketing budget to support your 2019 objectives
With these tools, dive into your 2019 planning with confidence - following practical next steps and a proven success strategy.
Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...G3 Communications
Access the full event here: https://event.on24.com/wcc/r/1851123/DEA043797F4B69BB82731C9B36A9B172
Everyone talks about the importance of personalizing the customer experience. But what does that really mean? Sure, you can greet people by name in email, but that feature has been around for a decade already. Today’s customer experience is bigger than email, and to your customer, true personalization is about
so much more than seeing their name.
After this session, you’ll be able to:
Identify new ways to personalize across your entire customer experience, including and beyond email
Maximize the most valuable customer data that exists in your different tools and systems
Strategize and coordinate with your internal teams to deliver more relevant, accurate, and productive customer and lead nurturing
The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...G3 Communications
Access the full event here: https://event.on24.com/wcc/r/1861706/5433650BDB199FF227EC5D4E2F2E72BC
"Does the task of identifying what existing content you can use for a new campaign bring on a cold sweat? Can you justify the cost of new content, without knowing exactly what you’ve got on hand? Content audits are the gifts that keep on giving, unwrapping new opportunities as you analyze the results and identify opportunities for targeting existing and new personas; diversifying your formats; and identifying neglected buying stages. The results of a custom audit can go further to give you laser focus on a specific campaign, a trending topic, or a new theme or persona. Presenting the results of a content audit can also help educate stakeholders and gain support for making investments in content marketing best practices.
Join Content4Demand and JLL to see how JLL examined its existing content to mine the gems it could use for its upcoming Future of Work (FOW) campaign.
Christine Elliott and Dana Harder will walk viewers through JLL’s successful custom content audit and discuss its value, including:
The importance of an audit as a foundational element for a cost-effective and best-in-class content strategy
The importance of identifying critical audit criteria to align to the desired outcomes
Content to be used for upcoming demand generation campaign
Providing data and insights on how content aligns to five campaign dimensions, service lines, and other strategic initiatives (like client maturity)
How the audit helped align existing content to the five Future of Work campaign dimensions and used scoring to determine depth of relevance
How applying additional custom criteria can create audit results that become a strategic weapon in advancing key marketing initiatives
JLL was able to instantly see where to allocate budget for new content development to achieve multiple campaign objectives.
Ready to uncover the secret treasures in your content library? Register for the webinar and learn to mine your content for a complete campaign.
Access the full event here: https://event.on24.com/wcc/r/1800767/5BE4BCB5AE64B938308E14343DA3B309
Learn how taking a truly partner-first approach pays off in the channel. Channel marketing and management expert Cameron Avery shows you how to engage and enable partners across their journey with modern digital marketing tactics that put their business in the spotlight. Join us to see how purpose-built tech plus a partner-first approach from start to finish delivers more revenue and ROI for you.
Accelerate Your Partners' Digital Transformation With Point-Based RewardsG3 Communications
Access the full event here:
https://event.on24.com/wcc/r/1812978/8E56FF06B70D20F23162F0F26D49402F
In the digital age, the partner is in the driver's seat as they build the full solutions the customers are expecting. If you are looking to recruit, engage, empower, motivate, manage and support solution provider partners to grow sales, you'll need to adopt a lifecycle approach.
Mimicking the customer journey, the partner journey is defined as the complete sum of experiences partners go through when interacting with a vendor. Also like the customer buying-decision, data shows about 60% of a solution provider’s decision on what products to market, sell and support is completed before they engage in a vendor’s enrollment process.
Join us to discuss data around the partner journey:
Awareness: 70% of partners learn about new technologies via vendor events;
Consideration: On average partners consider 2 - 3 vendors against each other;
Decision: Technical evaluation is the most important element in their decision to bring on a new vendor;
Experience: People affect the experience the most (infrastructure second); and
Growth: On average, partners drop 10% of their vendors each year.
Access the full event here:
https://event.on24.com/wcc/r/1812978/8E56FF06B70D20F23162F0F26D49402F
In the digital age, the partner is in the driver's seat as they build the full solutions the customers are expecting. If you are looking to recruit, engage, empower, motivate, manage and support solution provider partners to grow sales, you'll need to adopt a lifecycle approach.
Mimicking the customer journey, the partner journey is defined as the complete sum of experiences partners go through when interacting with a vendor. Also like the customer buying-decision, data shows about 60% of a solution provider’s decision on what products to market, sell and support is completed before they engage in a vendor’s enrollment process.
Join us to discuss data around the partner journey:
Awareness: 70% of partners learn about new technologies via vendor events;
Consideration: On average partners consider 2 - 3 vendors against each other;
Decision: Technical evaluation is the most important element in their decision to bring on a new vendor;
Experience: People affect the experience the most (infrastructure second); and
Growth: On average, partners drop 10% of their vendors each year.
How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...G3 Communications
Access the full webcast here: https://dg-r.co/2L5QdrM
Data fuels every marketer’s strategy, but not all data is created equal. To be successful today, marketers need to be able to effectively analyze, optimize and maintain data accuracy as the first steps to gaining true insight. This is particularly true for account-based programs, where visibility into key decision makers is imperative. As the saying goes, “Garbage in, garbage out.” If the data going into your CRM is incomplete, incorrect or simply not the right data, any programs that rely on that data will deliver disappointing results.
During this webinar, David Cowings, Chief Marketing Data Scientist at RingCentral, and Chris Lynde, CEO of SaleScout Data Solutions, will share the steps needed to optimize buyer contact data and sales intelligence, with real-life insights from RingCentral’s demand gen data optimization process.
Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...G3 Communications
Access the full webcast here: https://dg-r.co/2uiS82A
Fluke used AI-based insights to identify the right target accounts and engage them with hyper-personalized nurture and outbound using a combination of Lattice, Conversica and Eloqua – resulting in 48% higher engagement and greater opportunity creation in their target accounts.
Join our distinguished speakers to learn how Fluke used AI and data to improve segmentation and engage across different channels with hyper-personalized messaging.
Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...G3 Communications
Access the full webcast here: https://dg-r.co/2LhxSVI
In this session, David Fortino, SVP of Audience and Product at NetLine, will discuss his observations on content consumption and demand based on findings from the company’s 2018 State of B2B Content Consumption and Demand Report. Fortino will dissect some of the stand-out data, such as consumption gap trends with C-level professionals and the significance of appealing to the larger active audience comprised of Individual Contributors.
The webcast will also feature Valerie Riley, Director of Marketing for ITProTV, who will share her experience and perspective on the efficacy of content syndication. Specifically, she will discuss:
* The challenges she faced to pilot a new, successful lead generation program prior to launching campaigns; and
* The winning strategy that led to over 1,500% ROI that can help other B2B marketers discover or expand their lead gen tactics.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
7. Your Presenters Today
Feng Hong
Sr. Product Marketing Manager,
Full Circle Insights
7
• Finance and analytical
background in investment
banking and VC (recovering
spreadsheet addict)
• Adtech and martech industry
focus
• Will always espouse analytical
approach as key to audience
and performance growth
9. Today’s Agenda
• The (Repeated) Pitfalls of Marketing Planning
• A Template for Building a Marketing Foundation
• Starting with Revenue Goals
• Creating the Marketing Plan
• Keys to Using the Plan to Get Smarter Over Time
• Q&A
9
11. The (Repeated) Pitfalls of Marketing Planning
11
The data does
not reflect
reality
The math does
not actually
work
Plan was not
built for
learning for
optimization
12. Data vs Reality
12
• Do you have closed-loop
reporting?
• Does it reflect exits and re-
entries into the funnel?
• Are your funnel metrics
accurate for the full lead
lifecycle?
13. Math Without Sanity Checks
13
Last Year Next Year
Events
$1M
500 MQLs
Emails
$1M
200 MQLs
Events
$1.5M
750 MQLs
Emails
$500K
100 MQLs
Next year’s 850 MQLs > 700 MQLs last year right? What if Events MQLs are different?
14. Lack of Learning for Optimization
14
Metric 2015 2016 2017
Revenue $0.20M $0.51M $0.88M
Average Deal Size $20K $20K $25K
Won Deals 10 25 35
Overall Conversion Rate (MQL-to-Won) 0.75% 1.50% 1.25%
Volume (MQLs) 1,333 1,667 2,800
Why did these
numbers go up
and down?
What resulted
from team’s
tactics versus
external factors?
16. Three Keys to Foundational Marketing Plan
16
• Key 1: comprehensively captures inputs and outputs
• Key 2: makes sense and works mathematically
• Key 3: enables you to understand gaps
21. Start with Overall Inputs and Assumptions
21
Metric
Prior
Year
Revenue
Average Deal Size
Won Deals
Overall Conversion Rate (MQL-to-Won)
Volume (MQLs)
22. Obtaining Your Annual Goals:
The Funnel
22
Volume
Conversion
Deal Size$
Revenue = Volume x Conversion Rate x Average Deal Size
24. The Reverse Funnel Math
24
Metric
Prior
Year
Revenue $0.88M
Average Deal Size $25K
Won Deals 35
Overall Conversion Rate (MQL-to-Won) 1.25%
Volume (MQLs) 2,800
25. The Reverse Funnel Math
25
Metric Prior Year
Revenue $0.88M
Average Deal Size $25K
Won Deals 35
Overall Conversion Rate (MQL-to-Won) 1.25%
Volume (MQLs) 2,800
Next Year’s Goal
$2.1M
26. The Reverse Funnel Math
26
Metric Prior Year
Revenue $0.88M
Average Deal Size $25K
Won Deals 35
Overall Conversion Rate (MQL-to-Won) 1.25%
Volume (MQLs) 2,800
Next Year’s Goal
$2.1M
$25K
84
1.25%
6,720
27. Next Year’s Goal
$2.1M
$30K
71
2.5%
2,840
The Reverse Funnel Math: Improved
Inputs
27
Need 2x
conversion
Metric Prior Year
Revenue $0.88M
Average Deal Size $25K
Won Deals 35
Overall Conversion Rate (MQL-to-Won) 1.25%
Volume (MQLs) 2,800
Need bigger
deals
28. Inputs into the Annual Plan Template
28
Estimated Metrics Per Campaign Estimated Annual Outcomes
MQL
Volume
Conversion
Rate
Average
Deal Size
Revenue per
Campaign
# of
Campaigns
Total
Revenue
Total
Cost
Channel 1
Campaign 1
Campaign 2
Channel 2
Campaign 1
Campaign 2
Campaign 3
Etc.
Campaign 1
Campaign 2
29. Goal of the Annual Plan
29
Estimated Metrics Per Campaign Estimated Annual Outcomes
MQL
Volume
Conversion
Rate
Average
Deal Size
Revenue per
Campaign
# of
Campaigns
Total
MQLs
Total
Revenue
Total
Cost
Channel 1
Channel 2
Etc.
Totals
Goals $2.12M $250K
31. Question of Methodology
31
• Question: Simplify planning to create MQL goals? Or
create a plan to achieve Revenue goals?
32. A Tale of Two Plans: MQL-Based
32
Estimated Annual Outcomes
Estimated MQL
Volume per Campaign
# of
Campaigns
Total
MQLs Total Cost
Channel 1
Channel 2
Etc.
Totals
Goals 2,840 $250K
33. A Tale of Two Plans: Revenue-Based
33
Estimated Annual Outcomes
Estimated MQL
Volume per Campaign
# of
Campaigns
Total
MQLs Total Cost
Channel 1
Channel 2
Etc.
Totals
Goals 2,840 $250K
Estimated Metrics Per Campaign Estimated Annual Outcomes
MQL
Volume
Conversion
Rate
Average
Deal Size
Revenue per
Campaign
# of
Campaigns
Total
MQLs
Total
Revenue
Total
Cost
Channel 1
Channel 2
Etc.
Totals
Goals $2.12M $250K
34. A Tale of Two Plans: Revenue-Based
34
Estimated Annual Outcomes
Estimated MQL
Volume per Campaign
# of
Campaigns
Total
MQLs Total Cost
Channel 1
Channel 2
Etc.
Totals
Goals 2,840 $250K
Estimated Metrics Per Campaign Estimated Annual Outcomes
MQL
Volume
Conversion
Rate
Average
Deal Size
Revenue per
Campaign
# of
Campaigns
Total
MQLs
Total
Revenue
Total
Cost
Channel 1
Channel 2
Etc.
Totals
Goals $2.12M $250K
35. Quick MQL vs Revenue Planning Comparison
35
MQL-Based Planning Revenue-Based Planning
Definition of
Process
• Filling in a campaign calendar with a focus on meeting the MQL
goal, predicting an MQL volume generated from each
campaign while assuming an overall marketing conversion rate
and average deal size to impute revenue
• Filling in a campaign calendar by creating an assumption of MQL
volume, conversion rate, and average deal size for each
campaign (or each channel) to estimate a more custom revenue
per campaign (or channel) figure
Pros • Simpler planning
• One target KPI to track and calibrate for throughout the year
• MQL is a leading indicator of performance, no need to wait for
long sales cycle to finish to track MQL goals
• Potentially more precise if there has been distinctly different
conversion rates and/or average deal sizes for different
campaigns / channels
• Likely leads to a habit of more frequent and closer tracking of
other KPIs and revenue (especially by campaign) throughout the
year
Cons • Less predictability and confidence in meeting revenue goal
• Can potentially create a narrow focus on MQL count, and less
likely to form habit of tracking other KPIs, especially by
campaign
• More complex planning
• Requires more upfront investment of time to get the configuration
of KPIs that will hit the revenue target
• Revenue lags behind MQL for a gauge of marketing performance,
especially if sale cycle is long
Company Profile • Usually smaller company with fewer resources to invest in
planning and metrics
• Earlier stage company that benefits heavily from generating
reach but will eventually shift over to a greater revenue focus
• Usually larger company with more resources to invest in planning
and metrics
• Later stage company that does not benefit as much from
generating reach and increasingly values optimizing conversion
rates and average deal size
Marketing Mix
and Segments
• Less variety in marketing mix and segments, and therefore
likely less variance in conversion rates and average deal sizes
• More variety in marketing mix and segments, benefits from better
precision in estimations of conversion rates and average deal
sizes by campaign / channel
For further details and step-by-step
methodologies, grab our MQL- vs Revenue-
Based Campaign Calendar Planning guide
39. Revenue Impact of Campaign Channels
39
Best Channels: Event (Sponsored), Partner Marketing, Website, Email
40. Start Filling in the Channels for Annual Plan
40
Estimated Metrics Per Campaign Estimated Annual Outcomes
MQL
Volume
Conversion
Rate
Average
Deal Size
Revenue per
Campaign
# of
Campaigns
Total
Revenue
Total
Cost
Event (Sponsored)
Partner Marketing
Website
Nurture Emails
42. Start Filling in Campaigns for the Annual Plan
42
Estimated Metrics Per Campaign Estimated Annual Outcomes
MQL
Volume
Conversion
Rate
Average
Deal Size
Revenue per
Campaign
# of
Campaigns
Total
Revenue
Total
Cost
Event (Sponsored)
Annual Big Event 300 4.0% $30K $360K 1 $360K $100K
Partner Marketing
Website
Nurture Emails
47. 47
• Same principles as annual
planning: boulders, rocks, and
pebbles
• Boulders can be channels
• Rocks would be campaigns
and events that are standard
for you and your competitors
for reaching your audience
• Pebbles would be small areas
of optimization (content)
Transforming Annual to Monthly
49. 49
Finalizing Your Monthly Plan
Remember the three key
components of a successful
plan:
• 1) Captures inputs and
outputs comprehensively
• 2) Makes sense and
works mathematically
• 3) Enables you to
understand gaps
1 3
2
50. Odds and Ends
50
• Filling in the “pebbles”
• Find content areas of optimization (a whole topic in
and of itself!)
• Velocity (build in delay into the plan)
51. Odds and Ends: The Pebbles (Content)
51
Segmented Engagement Metrics Optimized Engagement
52. Odds and Ends: Velocity
(Timing of Receiving Revenue from an MQL)
52
Sale cycle of 0 days
(immediate MQL-to-Won
velocity)
Sale cycle of 30 days (one
month MQL-to-won velocity)
Note the $30K delayed to
next year’s financials
54. Your Plan, Over Time
54
• Plan vs Actual
• Optimization throughout year = course correction
• See Full Circle Insights’ webinar on second-half planning,
Leveraging Campaign Insights to Crush Your 2017
Targets
55. Final Takeaways
55
Maintain clean
performance data to have
the right baseline reality
(with technology from Full
Circle Insights!)
Dig into data to find the
right insights for direction
and actions
Set your plan of record’s
assumptions “on paper”
to enable you to iterate
and optimize with
learnings over the year