Content Management & Web Analytics Theatre; Becoming a revenue centric digital marketer
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
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
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
A business outcome is a measurable activity that has a quantifiable impact on revenue. All businesses’ have the goal of building brand awareness, increasing conversions, furthering engagement, and personalizing the experience to each customer. And all want more customers. Most organizations also measure business outcomes unique to their industry. For example, Colleges and Universities will want to increase applicants, and Non-Profits and Associations will want to increase memberships and donations.
After defining the desired business outcome, the challenge, of course, is actually achieving that outcome. A business wants to generate more leads, but is facing low conversion rates. A nonprofit is trying to increase memberships and donations, but their website isn’t engaging. A government website wants to offer self-service features, but visitors can’t easily find the information they need. A university site renders poorly on a Smartphone and tablet, so mobile visitors choose to visit another school’s site.These pain points are not new. If your customers can’t accomplish their goals …
Story of Billy Beane and the 2002 Oakland A’s.Yankees had a $125 payrollOakland had $41mSpeculationHiPPO (Art Howe)
a result is called statistically significant if it is unlikely to have occurred by chance.