How Not to Suck at Marketing - Digital Summit Atlanta - 5.19.15

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Digital marketing is more challenging than it has ever been. And it’s not getting any easier. Between the constant demands to show immediate ROI on every dollar spent to the overwhelming cluster of marketing technology tools, it can be hard just to keep your head above water. But, for a marketer to be successful today, he or she has to cut through the noise and focus on doing fewer things that deliver big results. In this session, Jeff Perkins will talk about how to survive and thrive in this ever-changing digital age.

Marketing

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
QAS Slide

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
@jeffperkins8
www.linkedin.com/in/jeffperkins1
www.slideshare.net/JeffPerkins1
SingleMindedProposition.com

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
PGi
BETTER COLLABORATION.
BETTER RESULTS.

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
PGI HOMEPAGE

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
SITE WAS MANAGED BY IT
WE WERE ON A PRODUCT
RELEASE SCHEDULE

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
SITE WAS DOWN 8% OF THE TIME!

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
SEO
PPC
CPC
CPA
CPM
SAL
MQL
CRM
BOFU
MOFU
BR
TOFU
SQL
TOFU
CTA CLV KPI
NPS LTV
ROI
RT
SLA

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
WHERE DO WE GO NOW?

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
YOU CAN DO ANYTHING, BUT
YOU CAN’T DO EVERYTHING.

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
ADOPT A “QUICK
WIN” STRATEGY

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
AVOID
BOTTLENECKS

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
MARKETERS
TODAY HAVE A
POWERFUL TOOL

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
BUILD THE RELATIONSHIP WITH
SALES
BUILD THE RELATIONSHIP WITH
SALES

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
B2B organizations with tightly aligned sales and marketing
operations achieved 24% faster 3-year revenue growth, and
27% faster 3-year profit growth.
Source: http://gotypea.com/50-statistics-b2b-sales-marketing-misalignment/

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
ONGOING FEEDBACK
Gives daily feedback on leads Optimizes campaigns in real time
Sales Manager Marketing Director
RESULT: MARKETING SPENDS MORE EFFECITVELY
AND SALES GETS HIGHER QUALITY LEADS

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
BE TRANSPARENT

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
WHAT FINANCE THINKS MARKETING
DOES WITH MONEY…

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
HELP NON-
MARKETERS
UNDERSTAND THE
VALUE OF WHAT
YOU ARE DOING.

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
testing
T

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
DRIVE HIGHER CONVERSIONS

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
YOU CAN’T AUTOMATE MARKETING

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
IT’S ALL ABOUT THE TEAM

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
WHEN YOU HAVE THE
RIGHT TEAM, THERE’S
NOTHING YOU CAN’T DO.

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
A MUCH IMPROVED PGI WEBSITE

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
BETTER METRICS
Increased leads by 47%
Decreased cost per lead by 20%
Increased billed revenue by 100%

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
MONTHLY REVENUE GROWTH
Jan-2013 Feb-2013 Mar-2013 Apr-2013 May-2013 Jun-2013 Jul-2013 Aug-2013 Sep-2013 Oct-2013 Nov-2013 Dec-2013 Jan-2014 Feb-2014 Mar-2014 Apr-2014 May-2014 Jun-2014 Jul-2014 Aug-2014 Sep-2014 Oct-2014 Nov-2014 Dec-2014 Jan-2015 Feb-2015

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
1. FOCUS
2. QUICK WINS
3. AVOID BOTTLENECKS
4. BUILD THE RELATIONSHIP WITH SALES
5. BE TRANSPARENT
6. TEST
7. BUILD THE RIGHT TEAM
HOW TO NOT SUCK AT DIGITAL MARKETING

@jeffperkins8 #DSUM15@jeffperkins8 #DSUM15
Thank You Atlanta!
Jeff Perkins
CMO, QASymphony
www.linkedin.com/in/jeffperkins1
@JeffPerkins8

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How Not to Suck at Marketing - Digital Summit Atlanta - 5.19.15

1. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 HOW NOT TO SUCK AT DIGITAL MARKETING JEFF PERKINS DIGITAL SUMMIT MAY 19, 2015

2. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 QAS Slide

3. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15

4. • About me • Pic of kids

5. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 @jeffperkins8 www.linkedin.com/in/jeffperkins1 www.slideshare.net/JeffPerkins1 SingleMindedProposition.com

6. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15

7. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15

8. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15

9. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15

10. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15

11. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15

12. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 PGi BETTER COLLABORATION. BETTER RESULTS.

13. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15

14. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15

15. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15

16. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 PGI HOMEPAGE

17. @jeffperkins8 #DSUM15

18. @jeffperkins8 #DSUM15

19. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 SITE WAS MANAGED BY IT WE WERE ON A PRODUCT RELEASE SCHEDULE

20. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 SITE WAS DOWN 8% OF THE TIME!

21. @jeffperkins8 #DSUM15

22. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15

23. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15

24. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15

25. @jeffperkins8 #DSUM15

26. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 SEO PPC CPC CPA CPM SAL MQL CRM BOFU MOFU BR TOFU SQL TOFU CTA CLV KPI NPS LTV ROI RT SLA

27. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 WHERE DO WE GO NOW?

28. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15

29. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 YOU CAN DO ANYTHING, BUT YOU CAN’T DO EVERYTHING.

30. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 ADOPT A “QUICK WIN” STRATEGY

31. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 AVOID BOTTLENECKS

32. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 MARKETERS TODAY HAVE A POWERFUL TOOL

33. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15

34. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15

35. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 BUILD THE RELATIONSHIP WITH SALES BUILD THE RELATIONSHIP WITH SALES

36. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15

37. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 B2B organizations with tightly aligned sales and marketing operations achieved 24% faster 3-year revenue growth, and 27% faster 3-year profit growth. Source: http://gotypea.com/50-statistics-b2b-sales-marketing-misalignment/

38. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 ONGOING FEEDBACK Gives daily feedback on leads Optimizes campaigns in real time Sales Manager Marketing Director RESULT: MARKETING SPENDS MORE EFFECITVELY AND SALES GETS HIGHER QUALITY LEADS

39. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 BE TRANSPARENT

40. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 WHAT FINANCE THINKS MARKETING DOES WITH MONEY…

41. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 HELP NON- MARKETERS UNDERSTAND THE VALUE OF WHAT YOU ARE DOING.

42. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 testing T

43. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 DRIVE HIGHER CONVERSIONS

44. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15

45. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 YOU CAN’T AUTOMATE MARKETING

46. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 IT’S ALL ABOUT THE TEAM

47. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 WHEN YOU HAVE THE RIGHT TEAM, THERE’S NOTHING YOU CAN’T DO.

48. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 A MUCH IMPROVED PGI WEBSITE

49. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 BETTER METRICS Increased leads by 47% Decreased cost per lead by 20% Increased billed revenue by 100%

50. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 MONTHLY REVENUE GROWTH Jan-2013 Feb-2013 Mar-2013 Apr-2013 May-2013 Jun-2013 Jul-2013 Aug-2013 Sep-2013 Oct-2013 Nov-2013 Dec-2013 Jan-2014 Feb-2014 Mar-2014 Apr-2014 May-2014 Jun-2014 Jul-2014 Aug-2014 Sep-2014 Oct-2014 Nov-2014 Dec-2014 Jan-2015 Feb-2015

51. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 AND YOU CAN READ THE LOGO!

52. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 1. FOCUS 2. QUICK WINS 3. AVOID BOTTLENECKS 4. BUILD THE RELATIONSHIP WITH SALES 5. BE TRANSPARENT 6. TEST 7. BUILD THE RIGHT TEAM HOW TO NOT SUCK AT DIGITAL MARKETING

53. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15

54.

55. @jeffperkins8 #DSUM15@jeffperkins8 #DSUM15 Thank You Atlanta! Jeff Perkins CMO, QASymphony www.linkedin.com/in/jeffperkins1 @JeffPerkins8