Marketer or Revenue Performance Officer
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Learn how to conjure the right mix of people, process and technology to drive revenue growth through marketing.
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Marketer or Revenue Performance Officer
- 1. A Digital Solutions Firm delivering Marketing and Technology Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi MarketerorRevenuePerformanceOfficer? Whatdoesyourdemandgenmakeyoulook like?
- 2. 11 1 2 3 4 DEMAND GEN – THE ‗IDEAL‘ DEMAND GEN – THE ‗MIRAGE‘ ENTERPRISE COMMON DENOMINATOR DEMAND GEN – THE ‗THREESOME‘!
- 4. 3 THE MARKETER’S PERSPECTIVE WEB MOBILE EMAIL SOCIAL Cross-channel Engagement YOUR FIRM: WEB EXPERIENCE YOUR FIRM: MOBILE EXPERIENCE YOUR FIRM: EMAIL EXPERIENCE YOUR FIRM: SOCIAL EXPERIENCE
- 5. 4 YOUR FIRM: ONE BRAND AND CONTENT EXPERIENCE THE CUSTOMER’S PERSPECTIVE COMMUTING IN MEETINGS AT LUNCH AT THEIR DESK AT HOME Device: Tablet Device: Desktop Device: PhoneDevice: TabletDevice: Tablet Channel: Web Channel: Email Channel: Twitter Channel: Web Channel: Email
- 6. 5 78% 78 PERCENT OF MARKETERS INTERVIEWED BY FORRESTER BELIEVE THAT CROSS-CHANNEL MARKETING IS ―IMPORTANT‖ OR ―VERY IMPORTANT‖ TO THEIR BUSINESS.Forrester, 2012
- 7. 6 54% 54% OF MARKETERS WHO HAVE IMPLEMENTED WEB PERSONALIZATION GENERATED POSITIVE ROI WITHIN MONTHS OF IMPLEMENTATIONNeolane Survey, 2013
- 8. 7 69% 69 PERCENT OF SENIOR MARKETERS BELIEVE THAT WEBSITE PERSONALIZATION IMPROVES CLIENT CONVERSION. eMarketer, 2011
- 9. 8 72% 72% OF MARKETERS SEE THE IMPORTANCE OF ONLINE PERSONALIZATION BUT DON‘T KNOW HOW TO INCORPORATE IT. eConsultancy, Realities of Online Personalization, 2013
- 10. 9 PERSONALIZATION—MARKETERS ARE DOING A LOTOFIT NOW PERSONALIZATION IS BEING TAKEN FROM ANY OR ALL OF THE FOLLOWING SOURCES OF INSIGHT 1. Users' profiles and preferences: everything they‘ve told you about themselves (if you already know them). 2. Customers' history with you: using intelligence from what they‘ve done on your site, in your community, in response to your emails, etc. 4. How they found you: the search terms that delivered them, or a tagged campaign URL that they clicked on. 5. Their immediate behaviors: what they‘re doing in the current session (clickstreams, site searches, etc.). 6. Customer life stage: leveraging insight - a new prospect reading up on you, a past/inactive customer or an existing customer looking to do more with you.
- 11. 10 RIGHT MESSAGE RIGHT TIME RIGHT DEVICE
- 12. 11 SIMPLE EXAMPLES LOCATION BASED PERSONALIZATION THAT MAKES SENSE CLIENT-DRIVEN PRACTICE PAGES—SPECIFIC TO LOCATION AND INDUSTRY
- 13. 12 SIMPLE EXAMPLES DEVICE BASED PERSONALIZATION THAT PROVIDES BETTER EXPERIENCES Web Version Tablet Version Mobile Version
- 14. 13 MARKETERS ARE MOVING DOWN THE RIGHT PATH Returning customers are bring treated like returning customers. Even the smallest acknowledgement that you know who they are goes a long way. Geography is providing a simple start to targeting. One hotel chain improved bookings by serving up different offers to visitors from different countries. For B2B (business to business) firms, starting with vertical industry targeting is a no-brainer. Marketers are using IP-lookup plug-ins (e.g. DemandBase) to find out customer/prospect whereabouts and personalizing, in real time. STARTING SMALL AND GROWING BIG
- 15. 14 MARKETERS GETTING MORE SOPHISTICATED CONTEMPORARY CONTENT MANAGEMENT TECHNOLOGY IS DELIVERING WHAT MARKETERS NEED 1. Rules based personalization—the visitors behavior triggers personalization 2. Persona based personalization—the visitor ―looks like a…‖ is informing personalization 3. Cross-channel personalization (contextualization)—broad analytics from web, email, social and other channels
- 16. 15 CONTENT MARKETING WITH CONTEXT SMART MARKETERS ARE ENTICING CUSTOMERS TO REACT AT VARIOUS POINTS SUPERIOR DEMAND GEN BEING DRIVEN BY REDUCING THE GAP IN ADOPTION OF CONTENT
- 17. 16 DOVETAILING CONTENT TO AUDIENCE AND STAGE SMART MARKETERS ARE WEARING THEIR CUSTOMERS’ HATS WITH CONTENT SUPERIOR DEMAND GEN BEING DRIVEN BY OVERCOMING THE FUD’S OF PROSPECTS AT STAGES THROUGH CONTENT
- 18. 17 BASIS OF CONTEXT AND PERSONALIZATION MARKETERS ARE USING DATA FROM ONE SYSTEM TO POWER ANOTHER Web CMS, Video Delivery platform, Content Posting platform Social Marketing Management Marketing Automation CRM Common Customer Context
- 19. 1818 1 2 3 4 DEMAND GEN – THE ‗IDEAL‘ DEMAND GEN – THE ‗MIRAGE‘ ENTERPRISE COMMON DENOMINATOR DEMAND GEN – THE ‗THREESOME‘!
- 20. 19 THE MODERN MARKETER…INTERRUPTED PROCESS: PITFALL? CONTENT: COMPLIANCE ? AUTOMATION: SLAVE OR ENABLER? FOUNDATION: BAD DATA?
- 21. 20 5% OF THE MARKETERS INTERVIEWED, ONLY 5 PERCENT SAID THEY WERE ―VERY PREPARED‖ TO EXECUTE A CROSS CHANNEL STRATEGY.Forrester, 2012
- 22. 21 10% ―WE BELIEVE THAT FEWER THAN 10 PERCENT OF BRANDS ARE EXECUTING TRUE CROSS-CHANNEL COMMUNICATIONS INFORMED BY ONE VIEW OF THE CUSTOMER, BUT THAT MOST MARKETERS RECOGNIZE THE NEED TO GET THERE.‖Experian, 2013
- 23. 22 50% 50 PERCENT OF MARKETING SPEND IS MISALIGNED WITH CLIENT NEEDS WITHIN THEIR DECISION JOURNEY (LIFE CYCLE). McKinsey & Company, April 2013
- 24. 23 EYE OPENERS CONSIDERATIONS 1. Which channels are most effective at initially bringing your best clients to your brand? 2. Which ones are strongest at delivering a conversion? 3. Which channels or platforms are customers using conjointly? 4. What path did clients take to conversion, and when did each of those interactions occur? ACCORDING TO FORRESTER, 57 PERCENT OF MARKETERS MEASURE EACH OF THEIR CHANNELS, BUT ONLY 28 PERCENT MEASURE THE INFLUENCE OF ONE INTERACTIVE CHANNEL ON ANOTHER.
- 25. 24 DEMAND CREATION LEADERS HAVE LITTLE CHOICE BUT TO FLOOD THE WATERFALL WITH HAND RAISERS FROM OUTBOUND EFFORTS CONTENT DOES NOT EQUATE TO CONVERSION Source: MarketingSherpa,SiriusDecisionsandProperlGrowth Top of the Funnel Inquiries to MQLs
- 26. 25 MOVING PEOPLE FROM CONSIDERATION TO COMMITMENT IS THE MOST IMPORTANT PATH OF THE SALES PROCESS DOING IT RIGHT BUT SEEING SLOW PROGRESS?
- 27. 26 PROCESS LEADS TECHNOLOGY BUT CAN ALSO BE ITS BANE PROCESS DEFEATS TECHNOLOGY
- 28. 27 GOLDEN HANDSHAKES MAY BE UNREAL – ‘AND’ & ‘OR’ GATES MAYBE REALISTIC MQL SAL SQL Win/Loss/ ND Marketing Qualified Lead Sales Accepted Lead Sales Qualified Lead LEAD A//unknown prospect Raw Lead Source: SiriusDecisions Parameter Check Website visit +1 Website download +1 Email open +1 Email click through +1 Twitter follower +1 LinkedIn Shared group member +1 Company revenue, location +2
- 29. 28 IT CAN GET DOWN TO TYPOS AND MISCOMMUNICATION OF STRATEGIC MESSAGING HONEY IT IS ALL ABOUT PEOPLE! Content Migration Best Practices @datamigration 5 steps to content migration success Data migration – listen to the leaders Content Migration Best Practices MISPLACED PEDAGOGY CAN HAVE SEVERE PIPELINE RAMIFICATIONS
- 30. 2929 1 2 3 4 DEMAND GEN – THE ‗IDEAL‘ DEMAND GEN – THE ‗MIRAGE‘ ENTERPRISE COMMON DENOMINATOR DEMAND GEN – THE ‗THREESOME‘!
- 31. 30 THE MODERN MARKETER…PART DEUX PROCESS: DEFINING BASELINES COLLABORATI ON: COMPLIANCE CREATIVITY: TRUE DIFFERENTIA TOR AUTOMATION: DELIVERABILI TY
- 32. 31 MODERN MARKETERS HAVE SO MUCH MORE TO DO THAT EVERYTHING‘S SIMPLY IMPOSSIBLE BASELINES THAT WORK
- 33. 32 EVERYBODY NEEDS TO CONTRIBUTE TO MARKETING BUT IN A WAY THAT MARKETING DEFINES COLLABORATIVE COMPLIANCE
- 35. 34 DON‘T LET BAD DATA TROUNCE YOUR CREATIVITY AND HIT YOUR REVENUE IMPACT PREVENTING ‘BAD DATA OVERLOAD’
- 36. 35 REVENUE IS SHARED RESPONSIBILITY SALES IS NOT CONSUMER/BUYER FOR MARKETING
- 37. 3636 1 2 3 4 DEMAND GEN – THE ‗IDEAL‘ DEMAND GEN – THE ‗MIRAGE‘ ENTERPRISE COMMON DENOMINATOR DEMAND GEN – THE ‗THREESOME‘!
- 45. 44 KEY STEPS TO TAKE DEMAND GEN CIRCA 2013+: REVENUE IMPACT IS MUST HAVE AND MARKETERS ALONE CANNOT DO EVERYTHING Creativityistheonlysecret sauce: Truedifferentiation isaresultofstrategicand creativemessaging Tablestakesarehigher: Technologyshouldenable youtodeliverwhatyour customersneedwherever theyare Revenueiseverybody’s business: Marketingsets therulesbutSalesand everybodyelseneedto complytocontributeto revenue DemandGenisathreesome!: Anorgyof creativity/people,process andtechnologythat definesmodernmarketing