Diving into a market-centric, multi-channel, full funnel approach to digital marketing. Continue the buyer's progression by creating solution-oriented paths delivered through multiple channels in synchrony. Leverage multiple attribution models to track performance and make decisions.
3. Meet Your Presenters
Amy Bishop
– Director of Digital Marketing, ZirMed
– Love cat memes. Okay, any memes.
– Search Engine Land Columnist
– @hoffman8
4. Meet Your Presenters
Will Larcom
– Account Manager at Hanapin
Marketing
– PPC Hero Blogger
– @Will_Larcom
– Spirit Animal: Husky
6. Session Objectives
Understand the buying cycle to leverage a market-centric strategy
Implement a nuanced, data supported remarketing strategy
Align the buying cycle with milestones and micro-conversions
Determining goals & assessing the value of different milestones
throughout the complete buyer's journey
7. Embracing The Full Funnel
Mindset
• A major draw of PPC is its direct, real time attribution
• With this benefit, comes an adverse impact on industry mindset
• Last click attribution leads to an over emphasis on bottom of the funnel
• Movie Promotion Analogy
• Release Date -> First Images -> First Poster -> Teaser Trailer -> Trailer #1 ->
Trailer #2 –> Trailer #3 -> Movie Finally Attended
9. Taking a Market Centric Approach
1. Understanding who your market is and why they care
10. Taking a Market Centric Approach
1. Understanding who your market is and why they care
2. Allowing the message and path to be defined by the market
16. What’s the problem?
• Need a vehicle that gets good gas mileage
• Need a vehicle with good safety ratings
• Need the ability to tow
• Need a low-cost, reliable vehicle
• Need third row seating
17. Market Driven Strategycontext
Understanding
the problem
allows you to
understand
their interests
relevance
With context,
you can ensure
that you are
creating
relevant
responses,
messages &
content
relationships
With
relevance, you
can dig deeper
into their
needs, build
trust & guide
their journey
18. Aligning the Buyer’s Journey with
the Sales Cycle
Prospecting &
Initial Contact
Qualification
Presentation
Objection
Handling
Closing
Awareness
ConsiderationEvaluation
Decision
&
Purchase
27. The Lead Gen Journey
Unaware/Prospecting
Problem Acknowledged
Seeking Solution
Brand
Interest
Customer
Expose target audience to brand content
Explain issue & reveal solution oriented offer
28. The Lead Gen Journey
Unaware/Prospecting
Problem Acknowledged
Seeking Solution
Brand
Interest
Customer
Expose target audience to brand content
Explain issue & reveal solution oriented offer
Demonstrate value to MQL with micro-conversions
29. The Lead Gen Journey
Unaware/Prospecting
Problem Acknowledged
Seeking Solution
Brand
Interest
Customer
Expose target audience to brand content
Explain issue & reveal solution oriented offer
Demonstrate value to MQL with micro-conversions
Audience actively seeking your product type/service
30. The Lead Gen Journey
Unaware/Prospecting
Problem Acknowledged
Seeking Solution
Brand
Interest
Customer
Expose target audience to brand content
Explain issue & reveal solution oriented offer
Demonstrate value to MQL with micro-conversions
Audience actively seeking your product type/service
SQL becomes customer
32. How do you know what stage
they are in?
• With a CRM, you can leadscore and set statuses based upon explicit and
implicit data
• Search terms can provide insight into the buying cycle
• Look at your attribution model to understand the impact of different
channels
• You can observe intent based upon implicit data from actions
33. How do you know what stage
they are in?
• With a CRM, you can leadscore and set statuses based upon explicit and
implicit data
• Search terms can provide insight into the buying cycle
• Look at your attribution model to understand the impact of different
channels
• You can observe intent based upon implicit data from actions
Enter: micro-conversions.
34. Leveraging Micro-Conversions
If you can’t get the sale right now, get something that will
help you market.
What is their current
buying cycle stage?
What problem are
they solving?
What is needed to get
to the next step in the
buying cycle?
What is needed to get
to the next step in the
sales cycle?
35. Potential Content Offering
Video eBook
White
paper
Case Study Infographic
Blog Posts Fact Sheet FAQ
Webinar
By The
Numbers
Sheet
36. Multi-Channel, Market-Centric
Approach
High Funnel Micro-Conversion – Identify the Prospect’s Problem
What the customer gets: better
understanding of the problem and
how to get started on a solution
What you get: better understanding
of the problem!
Mid-Funnel Micro-Conversion: Reviewing Options
What the customer gets: better
understanding of potential solutions
in more depth and the pros and cons
What you get: continued and
increased understanding of their path
and considerations
Low-Funnel Micro-Conversion:
Differentiation & Decision
What the customer gets: peace of
mind in their decision
What you get: the chance to give
your value prop when they are most
likely to hear and absorb it.
38. E-Commerce Map
Adoption
Decision
Advocacy
Objective KPI Platforms
Maximize reach and video/ad
views
Cost per view, CPM, CTR,
Reach
Site traffic, engaged visitors
CPC, On-site behavior,
ad engagements
Drive conversion CPA, ROAS, ROI
Construct brand affinity
Social interaction, Repeat
Customers
Inspire influencers
Earned impressions, earned
views, earned reach
39. Lead Generation Map
Brand Interest
Seeking
Solution
Customers
Objective KPI Platforms
Connect with target audience CPM, CPC
Establish a need for a solution
Site engagement, blog traffic,
infographic downloads/views
Demonstrate value
CPA
Micro-conversion: Case Study
Generate specific brand
interest
CPA
Micro-conversion: Demo
Turn leads into customers Lead to live rate, retention
41. Remarketing Obstacles
“Why do advertisers remarket? Aren’t those
the people that have already decided they
don’t want your product?”
-Random friend that believes I am a Paper Clip Marketer
50. Next Step: Illustrating The Path
• We already have the path length & time lag for two separate conversions
• Cohort Analysis will allow us to illustrate the delay between the two
56. Measuring Success: Balancing
Volume & Cost
• Age old question: ROI or Revenue?
• If possible, let cost per sale – not cost per lead – drive
your marketing decisions
• Understand the value of leads even if they don’t close
right away
• Analyze performance accordingly
57. Determining Your Acceptable
Cost per Sale
At some point, capping CPA also caps volume.
Sometimes CPA increases could also lead to volume
increases, which can mean PROFIT increases. That should
be the focus.
Make sure you understand where the threshold is.
60. Measuring Success
Conversions CPL Total Cost Close Rate Cost Per Sale Sales
Phone Call 47 $27.26 $1,280.99 34.5% $79 16
Video View 283 $9.07 $2,567.38 5.4% $168 15
Infographic 143 $14.57 $2,083.28 9.5% $154 14
Quiz 314 $18.05 $5,668.49 12.5% $145 39
Calculator 254 $10.73 $2,725.42 14.5% $74 37
Demo Request 92 $22.19 $2,041.30 25.8% $86 24
Even with a relatively low close rate, the cost per sale of the
calculator is still pretty low – thanks to the sheer volume of
conversions at such a low CPL.
63. Pushing High Funnel Consumers
Who Aren’t Ready
Clicks
Conversion
Rate Conversions CPL Total Cost Close Rate
Cost Per
Sale Sales
Phone Call 154 1.9% 3 $87.30 $254.10 34.5% $253 1
Video View 254 14.0% 36 $11.64 $413.93 5.4% $218 2
Infographic 274 9.3% 25 $17.19 $437.96 9.5% $181 2
Demo Request 183 2.3% 4 $71.74 $301.95 25.8% $278 1
64. Pushing High Funnel Consumers
Who Aren’t Ready
Clicks
Conversion
Rate Conversions CPL Total Cost Close Rate
Cost Per
Sale Sales
Phone Call 154 1.9% 3 $87.30 $254.10 34.5% $253 1
Video View 254 14.0% 36 $11.64 $413.93 5.4% $218 2
Infographic 274 9.3% 25 $17.19 $437.96 9.5% $181 2
Demo Request 183 2.3% 4 $71.74 $301.95 25.8% $278 1
65. Aligning the Buyer’s Journey with
the Sales Cycle
Awareness
ConsiderationEvaluation
Decision
&
Purchase
Prospecting &
Initial Contact
Qualification
Presentation
Objection
Handling
Closing
66. Pushing High Funnel Consumers
Who Aren’t Ready
Clicks
Conversion
Rate Conversions CPL Total Cost Close Rate
Cost Per
Sale Sales
Phone Call 154 1.9% 3 $87.30 $254.10 34.5% $253 1
Video View 254 14.0% 36 $11.64 $413.93 5.4% $218 2
Infographic 274 9.3% 25 $17.19 $437.96 9.5% $181 2
Demo Request 183 2.3% 4 $71.74 $301.95 25.8% $278 1
Bonus: we have this many more leads in our CRM that
we now know something about to help us market
more intelligently.
68. The Importance of Attribution
Modeling
Know how each
channel & campaign
contributes
Align channels with
appropriate actions
and micro-
conversions
Create a better
organized multi-
channel experience
Measure
effectiveness
accordingly
69. Moving Beyond Last Click
• Measuring higher funnel campaigns solely from a last click perspective
will yield underwhelming and inaccurate results.
• But….but…how???
• Multiple Methods
• Attribution models in Analytics or AdWords
• Conversion paths in Analytics
• Before/after analysis when launching high funnel or remarketing
efforts
75. Concluding Thoughts
• Conversions paths are becoming increasingly complex
• Take a market centric approach – market solutions, not just products
• Align strategy with your specific sales funnel
• Leverage micro-conversions to align remarketing with buyer journey data
• Measure success based on the both the value and cost of the sale
• View performance in a broader scope than simply last click performance
76. Thank Your For Joining Us!
Amy
BishopDirector – Digital
Will Larcom
Account
Hinweis der Redaktion
These problems may not even be mutually exclusive. Maybe they need a low-cost, reliable vehicle with third row seating.
Then you’ll overlay demographic information and firmographics to even further break these problems down into smaller more targeted buckets but the key is that if you can understand the problem that they are trying to solve – then you can respond to their needs with helpful and beneficial content as they make their way through the buyer’s journey.
You’ve heard people say “don’t lead with features” – this is why. Maybe you have an SUV with incredible towing power but if you’re selling it to someone who is interested in the third row seating and safety features specifically because they have 3 kids and one on the way, they don’t care about the towing power.
Then you’ll overlay demographic information and firmographics to even further break these problems down into smaller more targeted buckets but the key is that if you can understand the problem that they are trying to solve – then you can respond to their needs with helpful and beneficial content as they make their way through the buyer’s journey.
You’ve heard people say “don’t lead with features” – this is why.
These two things are not the same – but you can’t think only through the lens of one. You have to find a way to bridge the two so that they work in synch
Filter for your KPI metric – in this situation, it is transactions/sales
Also available
These two things are not the same – but you can’t think only through the lens of one. You have to find a way to bridge the two so that they work in sync