Trafﬁc - Whose media is it anyway?! Paid Owned Earned
Search - Universal Customer Behavior! “ “ 95% of B2B Decision Markers use a search Nearly every member of a purchasing engine when shopping for new products.” commiQee uses a search engine at some point in the buying process.” Virtual Iden-ty AG Gartner Paid Search Organic Search
Media -‐ Holis9c aQribu9on is required Holis9c understanding of customer behavior across all digital channels (Paid/Owned/Earned) is needed to mone9ze eﬀorts Understanding impact by channel will guide investment decisions PAID ORGANIC DISPLAY SEARCH SEARCH AFFILIATE SOCIAL E-‐MAIL Leads
Content – Is it worth registration?! Content Type Free Premium AdverLsing X News and Public RelaLons X Customer TesLmonials X Product Overviews X Customer Videos X X Custom Research -‐ White Papers X X Online Events and Webcasts X Guided Product Demos X SoluLon ConﬁguraLon -‐ Pricing X
Testing - small changes for BIG results! Example
The Impact of Personalized Experience! Example 19
CHANGE MANAGEMENT (AND ASTORY ABOUT THE PLATFORM)!