1. Connect Content
to Revenue
Becoming a Revenue Centric
Digital Marketer
#ektron
Adam Smith
Director, Product Marketing
adam.smith@ektron.com
@DrDesmo

2. Agenda
1. The case for becoming a revenue centric
digital marketer
2. Five steps to connect content to revenue
3. About Ektron
4. Resources and next steps
5. Questions

3. Why Connect Content to Revenue?
1. Current worldwide
economic
environment demands
revenue growth
2. Marketing leaders
being held
accountable for
revenue

4. Revenue is the top Marketing
Priority
Q: From among the following, what do you expect your organization's top three
marketing priorities to be?
Acquiring new customers 74%
Increasing market share 42%
Improving customer retention 40%
Supporting sales 34%
Improving the customer experience 30%
Preparing for growth 25%
Increasing customer share of wallet 20%
Improving brand loyalty 17%
More online marketing activities 12%
Implementing marketing IT systems 6%
Other 2%
0% 20% 40% 60% 80%
Sum of mean percentages of top three
Source Gartner

5. Achieve Business Outcomes
To Build Revenue a measurable activity
that has a quantifiable
impact on revenue

7. Exercise:
Identify the business outcomes that move the
needle for your company

8. How to Connect Content to Revenue
Content
Websites, landing pages, microsites

9. Web Content Management
for Digital Marketers
Management
Web Content
Deploy

10. How to Connect Content to Revenue
Context
Behavior, device, social graphs, environment, location
Content
Websites, landing pages, microsites

11. If Content is King. Context is Queen.
• Content is King

12. Where does context come from?
Source
Site Behavior  Referring domain
Context  Search keyword
 Product interest
 Visit patterns  Traffic type
 Previous purchases
 Campaign
responses Social Graph
 Twitter
 Facebook
 LinkedIn
Environment
 Google
 Location
 Time zone
 Device type CRM
 Browser
 Salesforce
 Dynamics

13. How to Connect Content to Revenue
Experience
Websites, mobile devices, communities, landing pages, email
Context
Behavior, device, social graphs, environment, location
Content
Websites, landing pages, microsites

14. Customer journeys happen
across channels

15. August 2011 “Harnessing The Convergence Of Customer Experience Management Solutions”
Delivering Cross Touchpoint Customer Experiences Drives Need For New Capability

16. How to Connect Content to Revenue
Optimization
SEO, personalization, conversion rate optimization
Experience
Websites, mobile devices, communities, landing pages, email
Context
Behavior, device, social graphs, environment, location
Content
Websites, landing pages, microsites

18. Personalization isn’t happening

19. Example: Flights to London

20. Where’s Boston?
Where’s London?
Useless promotion

21. Relevant imagery
Pre-selected
London destination Pre-selected Boston
origination

22. Types of Conversion Rate Optimization
■ A|B Testing
■ Test Broader Page Concepts
■ “Low Hanging Fruit”
■ Lower Traffic Requirements
■ Difficult to Control External Factors
■ Multivariate Testing
■ More Learning
■ More Complexity, Planning, Traffic

23. Which Test Won?
A B
A) Delivered 18% more purchases
Source: whichtestwon.com

24. “Continuous improvement is better than delayed
perfection”
– Mark Twain

25. How to Connect Content to Revenue
Business Outcome
Sale, Page View, Member, Lead, Admission, Donation
Loyalty, Awareness, Reputation, Advocacy
Optimization
Search engine optimization, personalization, conversion optimization
Experience
Websites, mobile devices, communities, email
Context
Behavior, device, social graphs, environment, location
Content
Websites, landing pages, microsites

26. Lead generation at Lloyds TSB
■ Full range of banking
and financial services
■ 5th largest bank in
Europe
■ Results:
■ 90% increase in visitors
■ 150% increase in leads
■ 30% increase in visitor
to registered lead
conversion rate

27. Ad revenue & engagement at
NASDAQ
■ Largest U.S.
electronic stock
market5
■ Results:
■ Grew community
by 3000%
■ Tripled ad revenue

28. Revenue growth at Valassis
■ Leading Media &
Marketing Services
Company
■ Results:
■ Decreased
publishing time by
30%
■ Doubled
conversion rates on
key CTAs

29. About Ektron
Ektron empowers organizations to fully realize their digital marketing
potential by connecting content to revenue
￭ Founded in 1998
￭ Headquarters in Nashua, NH
￭ - Worldwide Offices in Australia, Canada and the United
Kingdom
￭ - Regional Offices in Denver, Richmond and San Francisco
￭ 270+ Employees
￭ Over 3,000 customers and 12,000 sites including The Home
Depot, Kodak, Microsoft, and NASDAQ

30. Mission
Empower Marketers to Connect Content to Revenue
Provide the most Empower marketers to
scalable, extensible, mobile, create contextually
partner friendly, .NET WCM relevant customer
platform for the Enterprise experiences
Deliver a Create vibrant social
seamless, social, cross- communities for
channel shopping employees and customers.
experience

31. Resources + Next Steps
■Slides available at http://slideshare.net/ektron
■Webinar recording available shortly on
http://ektron.com
■Suggested reading - http://whichtestwon.com
■Follow @ektron & @DrDesmo on Twitter
■We have an eBook available for attendees –
stop by our booth to register (right outside!)
■Sign up for a personalized demonstration at
http://ektron.com

32. Summary
■ Marketing must be viewed as a profit
center, not a cost center
■ Connecting Content to Revenue requires:
■ A strong platform for managing content
■ Context for understanding
■ The ability to deliver experiences across all digital
channels
■ Processes for ongoing optimization
■ The ability to tie content to the business
outcomes that move the needle for your business

33. Questions?
Continue the conversation at #ektron