Social advertising, native advertising, content marketing, mobile, marketing automation, CRM, email marketing - today's world of marketing is filled with more opportunity than ever before. But with this opportunity comes the potential inertia of too much – too much to learn, too much data to measure, too many technologies to adopt, too many marketing tactics to integrate – too many decisions overall! Find out how to bring strategic structure to the chaos in a way that your peers and leadership can clearly understand and support.

1. Decision Makers:
Stop thinking tactics,
Start thinking campaigns.

2. © 2013 Capstrat, LLC. All Rights Reserved.

3. Newspapers have lost $40 Billion in
advertising revenue since 2000.
Source: Newspaper Association of America
#TotallyAwesome
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4. The number of pieces of mail delivered by
the US postal service dropped from 250
Million to 50 Million over the last 6 years.
Source: USPS
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5. Content on the Internet tripled between
2010 and 2013.
Source: GoGlobe & Qmee
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6. 90% of all Internet traffic
in 2017 will be video.
Source: Cisco
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7. Sharing on social media has
doubled between 2011 and 2013.
Source: KPCB
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8. The half-life of a piece of content shared
on Twitter and Facebook is 3 hours.
(Half-life = 50% of Total clicks)
Source: Bit.ly
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9. The average US adult spends 141
minutes a day using mobile devices.
Source: Advertising Age Mobile Fact Pack 2013
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10. 73% of people surveyed wouldn’t care
if the brands they used disappeared
from their life.
Source: Co.Exist
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11. 42% of global marketers say acquiring
new customers is one of the top three
marketing challenges facing their
organization.
Source: IBM
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12. It is 6 to 7 times more expensive to
acquire a new customer than it is to
keep a current one.
Source: White House Office of Consumer Affairs
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13. Title Goes Here
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14. But with this opportunity comes the
potential inertia of too much...
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15. How can you bring
structure to the chaos?
© 2013 Capstrat, LLC. All Rights Reserved.

16. Funnel
•
testing/optimization
16
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17. Funnel
•
testing/optimization
17
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18. The Approach
Universe of People
Awareness/Attention
Interest
Desire
Action
Sales, New Members, Advocates, etc
18
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19. Planning/Strategy
Research
Account Planning
Positioning
Messaging
Delivery
Audience
Segmentation
Universe of People
Awareness/Attention
Interest
Desire
Action
19
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20. Awareness/Attention
Audience
Segmentation
Advertising
Public Relations
Universe of People
Research
Account Planning
Positioning
Messaging
Delivery
Awareness/Attention
Social Media
Interest
Desire
Action
20
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21. Interest
Audience
Segmentation
Universe of People
Research
Account Planning
Positioning
Messaging
Delivery
Awareness/Attention
Advertising
Social Media
Search
Direct Marketing
Social
Digital Experience
Channel Marketing
Native Advertising
Public Relations
Interest
Desire
Action
21
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22. Desire
Audience
Segmentation
Universe of People
Research
Account Planning
Positioning
Messaging
Delivery
Awareness/Attention
Advertising
Social Media
Public Relations
Interest
Search
Direct Marketing
Social
Video
Infographics
Digital Experience
Channel Marketing
Native Advertising
Desire
Action
22
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23. Action
Audience
Segmentation
Universe of People
Research
Account Planning
Positioning
Messaging
Delivery
Awareness/Attention
Advertising
Social Media
Public Relations
Interest
Search
Direct Marketing
Social
Digital Experience
Channel Marketing
Native Advertising
Desire
Videos
User Experience
Conversion Optimization
Infographics
Action
23
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24. Relationship Cultivation and Management
Customer Segmentation
Universe of People
Lead Management Strategy
Marketing Content Strategy
Tactical Execution
- Timing
- Channels/Tactics
Awareness/Attention
Interest
Marketing Automation
Analytics
Optimization
Desire
Action
24
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25. B2B Industry Benchmark for Lead Conversions*
* Based on industry averages/benchmark developed by Netprospex
Suspects
2%
Prospects
Suspects
Prospects
4%
Marketing Qualified
Lead
Sales Accepted Lead
Marketing Qualified Lead
67%
Sales Qualified Lead
Sales Accepted Lead
Closed Deals
47%
Avg Size of Sale
Sales Qualified Lead
Closed Deals
31%
2014 Marketing
Generated Revenue Goal
x $$$$
$$$$$$
25
© 2013 Capstrat LLC. All Rights Reserved.

26. B2B Industry Benchmark for Lead Conversions*
* Based on industry averages/benchmark developed by Netprospex
Suspects
2%
Prospects
Suspects
Prospects
4%
Marketing Qualified
Lead
Sales Accepted
www.silverpop.com/roi/calculator/ Lead
Marketing Qualified Lead
67%
Sales Qualified Lead
Sales Accepted Lead
Closed Deals
47%
Avg Size of Sale
Sales Qualified Lead
Closed Deals
31%
2014 Marketing
Generated Revenue Goal
x $$$$
$$$$$$
25
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27. © 2013 Capstrat, LLC. All Rights Reserved.

28. © 2013 Capstrat, LLC. All Rights Reserved.

29. Content
28
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30. Content Engine
29
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31. Optimization
and Testing
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32. Optimization/Testing
Audience
Segmentation
Universe of People
Awareness/Attention
Interest
Desire
Action
31
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33. Measurement/Analytics
Clicks
Completion of Task
Loyalty
Attribution
Sales
High Value Behaviors
Page/Video
Views Time
Spent
Likes/Follows
CTR/CPC
Visits
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34. Analytics Framework
Business Goals
Outcomes
Outputs
Organizational level
Perception and
behavioral level
Contact/response level
Added value
Revenue/turnover
Contracts closed
Reputation value
Brand value
Price-earnings Ratio
Market share
Stock price
Employee retention
...
Impact on
the organization
Knowledge, opinions, attitudes
Awareness
Comprehension
Recollection
Recognition
Credibility
Image changes
Recommendations
Purchasing intent
Sales
...
Impact on
targeted groups
Reach, touch, click
Frequency
Visits
Site conversions
Prominence
Message impact
Share of voice
Journalist inquiries
…
Impact on
tactics/media/channels
33
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35. Thank You
Shane Johnston
e. sjohnston@capstrat.com
t. @shanetjohnston
Jon Barlow
e. jbarlow@capstrat.com
t. @Jon_Barlow
www.capstrat.com
© 2013 Capstrat, LLC. All Rights Reserved.