Weitere ähnliche Inhalte Ähnlich wie 7 Pillars of Modern Marketing (20) Kürzlich hochgeladen (20) 7 Pillars of Modern Marketing 1. 1 © ReachLocal, Inc. 2014. All Rights Reserved.
7 Pillars of Modern
Marketing
Todd Ebert
CMO
2. 2 © ReachLocal, Inc. 2014. All Rights Reserved.
@ToddEbert
@CeBITAUS #CeBITAUS
Stand B49
3. 3 © ReachLocal, Inc. 2014. All Rights Reserved.
First, Let’s Start with The Customer
4. 4 © ReachLocal, Inc. 2014. All Rights Reserved.
The Customer is in Control Now!
Self-serve, self-educate via
10+ sources of information
Sources: Google ZMOT, 2011 CEB study
Complete 60% of purchase
decision before contact
5. 5 © ReachLocal, Inc. 2014. All Rights Reserved.
So how do you attract and win them now?
7. 7 © ReachLocal, Inc. 2014. All Rights Reserved.
What’s Your Mindset?
Wanted
Educates
Provides unique insights
Solves their problems
Always
Be Helping
Unwanted
Interrupts, irritates
Kills trust
Hurts brand
Always
Be Closing
8. 8 © ReachLocal, Inc. 2014. All Rights Reserved.Jay Baer @ Dallas Social Media Club Jan 2014
9. 9 © ReachLocal, Inc. 2014. All Rights Reserved.
2. Marketing so
useful they’d
pay for it
10. 10 © ReachLocal, Inc. 2014. All Rights Reserved.
Level 1 – Useful / Educational / Shareable Content
Ebooks Insights Infographics
11. 11 © ReachLocal, Inc. 2014. All Rights Reserved.
Level 2 – Useful Apps & Utilities
12. 12 © ReachLocal, Inc. 2014. All Rights Reserved.
Level 3 – Freemium Products
13. 13 © ReachLocal, Inc. 2014. All Rights Reserved.
3. Trio of owned,
earned & paid
media
14. 14 © ReachLocal, Inc. 2014. All Rights Reserved.
Need All 3 Working Together to Drive Results
15. 15 © ReachLocal, Inc. 2014. All Rights Reserved.
Build Educational Content Hubs
www.dontleakleads.com.au
16. 16 © ReachLocal, Inc. 2014. All Rights Reserved.
Content Type Monthly
Blog Posts 12
eBooks 2
Infographics 1-2
Social Posts 200+
Testimonial Videos 4
Premium Content Emails 2
Newsletter - Local Marketing Minute 1
Reputation – Reviews 5-10
PR Bylined Articles 2-3
Product/Expert Videos 1-2
How To Guides 5
Feed it with Fresh Content
“Three-fer”
1. SEO / Inbound
2. Sales Sharing
3. Nurture Campaigns
18. 18 © ReachLocal, Inc. 2014. All Rights Reserved.
Awareness Campaign Shopper Campaign Buyer Campaign
Automated Lead Nurturing Based on Prospect Actions
20. 20 © ReachLocal, Inc. 2014. All Rights Reserved.
Smart Follow-up Based on Lead Scoring & Insights
21. 21 © ReachLocal, Inc. 2014. All Rights Reserved.
5. Integrated
sales & marketing
[truly]
22. 22 © ReachLocal, Inc. 2014. All Rights Reserved.
Integrated
conversation
with the client
from beginning
to close and
beyond
Together, Not Separate
“Smarketing”
23. 23 © ReachLocal, Inc. 2014. All Rights Reserved.
Dedicated Smarketing Team
Key Roles
• Online marketing
• Content marketing
• Channel marketing
• Sales ops
• Data specialist
• SFDC administrator
• Marketo administrator
• Lead intake
• Inside sales
One mission & charter
One set of SLAs
One set of KPIs
One feedback loop
One dashboard
Jointly accountable & rewarded
1
24. 24 © ReachLocal, Inc. 2014. All Rights Reserved.
0
2 5 8 9
14131110
17 21 22 24
4030 - ?27
91
SMB visit’s
ReachLocal.com,
downloads ebook
SME Both
Nurture email
with guide about
website mistakes
SE listens to social
& engages
SE uses tool to send
email with unique
insight
Checks tool.
Triggering Marketo
lead score
SE calls after
seeing lead in
SFDC
SE email with
video & webinar
about Edge
Watches video
& checks # pages
on blog/website
SE calls
Nurturing email
with Edge
differentiation
First meeting Nurture email
with Edge
case/testimonial
in vertical
SMB replies with
questions
2nd meeting – SE
uses SN to close
AE coordinates Edge
go-live
Calls AE with
questions
Buys LiveChat
ReachLocal
SMB signs agreement
SE sends thanks email
SE email thank
you and proposal
from SFDC
SE schedules
2nd meeting
SMB agrees to meeting
SE emails appointment
confirmation
Integrated “Smarketing” Touches – 9 in 30
90AE uses insights
from Edge to
send upsell email
about need for
LiveChat
25. 25 © ReachLocal, Inc. 2014. All Rights Reserved.
6. Continuous
measurement,
testing &
optimization
26. 26 © ReachLocal, Inc. 2014. All Rights Reserved.
Optimization Is Everything & Everything is Optimized
• PPC
• SEO
• Retargeting ads
• Website
• Lading pages
• Blog/Learn Ctr.
• Social pages
• Mobile pages
• Reputation SEO
• Reviews
• Live Chat
• Data sourcing
• Data quality
• Data appending
• List compiling
• Lead scoring
• Directed calls/plays
• MAKE call method
• Insights tool
• IMC sharing
• Tradeshows
• Speaking events
• Intake coverage
• Intake response time
• Nurture campaigns
• Videos - Testimonials
• Sales response time
• Sales response time
• Reference clients
• Solution presentation
• # products
presented
• Navigator tool
• Budget Builder tool
• Product bundles
• Promotional pricing
• Vertical specific
offer
• Videos - product
• Sales comp/spiffs
• Freemium products
• Free apps/utilities
• Email marketing
• Webinars
• Social ads
• Display ads
• Traditional ads
• Creative types
• Content types
• A/B Testing
• PR
• QA process/updates
• ACHIEVE method
• IMC email templates
• Appointment setters
• Insights for list builds
• ACHIEVE method
• Live demos
• Web-demos
• Collateral
• Reference clients
• Onboarding
• Nurturing campaigns
• Proactive AE
recommendations
• Special promos
• Upsell emails
• Product insights
delivered via mobile
app
The Devil is in the Details!
27. 27 © ReachLocal, Inc. 2014. All Rights Reserved.
A Quick Example
Optimize PPC
conversions by
testing
• 6 campaigns
• 3 unique offers
• 50 ad groups
• 2000 keywords
• 20 landing pages
28. 28 © ReachLocal, Inc. 2014. All Rights Reserved.
7. Product that
markets itself
29. 29 © ReachLocal, Inc. 2014. All Rights Reserved.
Embedded Product Marketing
Product / UX
automatically
makes
suggestions
based on key
milestones
30. 30 © ReachLocal, Inc. 2014. All Rights Reserved.
Guiding Principles
Always Be Helping
Educate, solve problems, provide freemium products
Integrate Everything
Create series of integrated sales & marketing touches
Automate Everything
Leverage marketing automation for scale and intelligence
Measure Everything
Build culture focused on continuous testing & improvement
31. 31 © ReachLocal, Inc. 2014. All Rights Reserved.
?s
Stop by Stand B49
4:00 – 6:00pm
Beverages & canapes
Hinweis der Redaktion Once you have your team you need to map a series of touches to the customer over the course of a period of time.In our case we try 9 touches in 30 days consisting of emails, direct engagement on Twitter or LinkedIn on an area of interest, more emails and then strategically placed phone calls based on insights from the marketing automation system. If they haven’t engaged or turned into a solid lead after the 30 days then we put them back into the database and continue the lead nurture campaign but stop the calls for a period of time so we don’t completely annoy them. This is an early draft of the funnel score card that we use to track our results. We’ve improved it a quite a bit since then but you can see that we are measuring all aspects of our sales and marketing funnel - from conversion rates all the way down to the lifetime value of a new customer compared to the cost to acquire that customer. Our goal is to get a 3X return on LTV to Cost to Acquire. We’re not quite there yet and are in process of optimizing key elements down the funnel.I’ve listed over 50 here and the trick is to optimize the ones with the greatest impact on your results. That will vary for each of us here in this room but one thing is for sure – optimization is the key to getting ROI since hardly anyone gets everything right the first time.It takes lots of cycles of measuring and optiimizing each aspect. For example….