Covering the 5 pillars for future success in marketing based on a research report from HubSpot and Smart Insights - https://offers.hubspot.com/the-future-of-marketing-2019 A webinar from Dave Chaffey for the Smart Insights 2020 Digital Priorities

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Future proofing your marketing:
12 questions to test your digital readiness
Dave Chaffey
Co-founder Smart Insights
Digital Marketing Priorities 2020 brought to you by

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Digital Marketing consultant, trainer and author
since 1997. Creator of the RACE planning model.
Co-host of the What’s New in Marketing podcast.
Co-founder and content director of
SmartInsights.com - a marketing advice
community with > ½ million uniques/month.
Premium members in over 120 countries use our
planning guides, templates and online courses
to Plan, Manage and Optimize their digital
marketing.
About Dave Chaffey and Smart Insights

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Agenda
Free guide download

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Source: Think with Google The Car-Buying Process: One Consumer's 900+ Digital Interactions

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Source: Customer lifecycle guide
Customer lifecycle omnichannel touchpoint review –
filling gaps and optimisation needed!

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Governance
Q. Do you have the right capabilities and competencies in place?
Q. Is your digital marketing strategy and planning process effective?

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Q1. Do we have the digital maturity to compete?
Download for digital marketing benchmarking templates

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How do you rate the current effectiveness of your
inbound marketing in contributing to the goals of
your organization?
• Very successful
• Successful
• Neutral
• Not successful
• Not at all successful

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How do you compare

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Business plan
Marketing plan
1-5 year roadmap
Digital
transformation plan
2-5 year roadmap
Annual digital or
multichannel plan
Always-on
implementation
plan – 90-day
Campaign plans
Q2. Do you have a planned improvement process ?

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Integrated planning is hard…

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Q3. Do you have a data-driven marketing
process and skills?
Source: The Insights-driven business: Forrester – Vision Critical

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Q4. Do you have the relevant skills to compete?

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Q5. Do you have the right martech platforms in place?
Source: BDO, WARC and United Kingdom

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A defined martech stack?
Download our ‘Essential Tools wheel’: http://bit.ly/smartdigitaltools

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Source: BDO, WARC and United Kingdom

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‘Hyperpersonalisation’
AI-based
merchandising
strategy
Source: Apptus

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Experience
Q. Are your website / mobile apps effective?

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Example personas for B2B marketing
automation software
Q6. Do you have a deep understanding of personas on
which to base your inbound marketing?

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Persona details?
Details need for an
effective persona:
• A. Characteristics
• B. Motivations and
Buyer behaviour
• C. Customer journey/
content mapping

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Q7. Do you have an agile approach to improve
your experiences?
Source: Chris Goward - WiderFunnel

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Benchmarking design patterns - Customer list / testimonials

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Media
Q. Is your investment in paid, owned and earned media effective?

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Q8. Are you investing sufficient in always-on media?

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Q. Which advertising element makes the
biggest impact on ad sales?
• Context
• Creative
• Brand
• Reach
• Targeting

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What’s most important to get right?
Source: Nielsen
What’s missing?

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Lifecycle opportunities to use social media marketing

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New school ads to engage target audiences
Facebook ads Banking examples

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Q9. Do you run a continuous
gap analysis for organic and paid search

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The power of digital to grow share for your propositions
Source: Adthena report

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Are you competing in the SERPs on content

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Using Historical Optimization
HubSpot - the blogging tactic no one is talking about

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Reviewing your use of IRM
Source: Onalytica: Influencer marketing guide

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Messaging
Q. Is your use of lifecycle messaging effective?

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Template to plan nurture emails

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Q10 Are you building in tests of your messaging
B2C Email Optimization Example Elisabeth Forsup –
Group Head of CRM
MyOptique
View example

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Example of content module test
Elisabeth Forsup –
Group Head of CRM
MyOptique
View example
B2BOptimisation

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Learn from
Amazon’s mistake
with this
email
style example

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Q11. Are you building in conversation
messaging to website journeys?

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Content
Q. Are your investments in content marketing effective?

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Q12. Do you have a dedicated, resourced and
measured content marketing strategy
Source: Content marketing matrix

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Using customised interactive tools to
engage audiences?
Source: Scott Brinker, The 4th Wave of Content Marketing
Try our free capability grader

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Let’s Connect – Questions and discussion welcome!
https://www.linkedin.com/in/davechaffey