A marketing campaign is not a press release, advertisement, digital tactic, etc. It’s all of these and more. But how do you determine the right mix of traditional, digital, social, direct response, mobile and more as an integrated marketing campaign? Integrated marketing communications should drive purposeful, cross-functional and organizational collaboration to accomplish stated business objectives. Find out how to bring strategic structure to the chaos in a way that your peers and leadership can clearly understand and support. Develop a strong, integrated campaign that will help you justify your marketing budget – or get a budget – to your organization’s executive leadership.

1. Integrated Marketing
Communications
Strategic Development and
Tactical Implementation
#IntegratedMarketing

2. © 2015 Capstrat, LLC. All Rights Reserved.
Why integrated marketing is better.
• Better response
• Better revenue
• Better retention
• Better branding
• Better lifetime value
• Better serves our audiences
But it’s not easy...

3. © 2015 Capstrat, LLC. All Rights Reserved.
Why integrated marketing is better.
• Better response
• Better revenue
• Better retention
• Better branding
• Better lifetime value
• Better serves our audiences
But it’s not easy...
#IntegratedMarketing
Landing Page: www.deliver.capstrat.com/integratedmarketing

4. © 2015 Capstrat, LLC. All Rights Reserved.
Budgets
“I don’t know.” – Response from 50% of marketers
when asked how much they could increase incremental
profits with a 10% increase in budget.
Source: Lenskold Group and emedia
© 2015 Capstrat, LLC. All Rights Reserved.
#IntegratedMarketing

5. © 2015 Capstrat, LLC. All Rights Reserved.© 2015 Capstrat, LLC. All Rights Reserved.
Technology
Email down. Password resets. Smartphone not connecting
to Exchange. Internet is slow. Etc. Etc. Etc.
#IntegratedMarketing

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Information
66% of marketers feel overwhelmed by volume of data,
59% are frustrated by how long it takes to receive reports,
and 50% said reports lack important information.
Source: DOMO Survey, November 2013
© 2015 Capstrat, LLC. All Rights Reserved.
#IntegratedMarketing

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Meetings
37% of employee time is spent in meetings. Managers
attend more than 60 meetings per month.
Source: InfoCom
© 2015 Capstrat, LLC. All Rights Reserved.
#IntegratedMarketing

8. © 2015 Capstrat, LLC. All Rights Reserved.© 2015 Capstrat, LLC. All Rights Reserved.
Resistance
Only 30% of change programs succeed.
Source: John Kotter
#IntegratedMarketing

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How do we move away from this typical scenario?
#IntegratedMarketing

10. Setting Accurate
Measures
How did you do?
How do you know?
#IntegratedMarketing

11. © 2015 Capstrat, LLC. All Rights Reserved.
Output
Reach, touch,
click
Business Goals
Added value
Outcomes
Knowledge,
opinions, attitudes
Organization Targeted groups
Tactics/media/
channels
Total measurement
#IntegratedMarketing

12. © 2015 Capstrat, LLC. All Rights Reserved.
The total measurement framework
Measurement frameworks help visualize strategic initiatives for
every marketing objective, and how each will be measured to
prove success.
#IntegratedMarketing

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Measure what matters.
#IntegratedMarketing

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Measurement/Analytics
#IntegratedMarketing

15. © 2015 Capstrat, LLC. All Rights Reserved.
Measurement/Analytics
Loyalty
Sales
Attribution
High Value Behaviors
Completion of Task
Likes/Follows
Page/Video
Views Time
Spent
Clicks
CTR/CPC
Visits
#IntegratedMarketing

16. The Funnel
Getting Your Audience From
Point A to Point B
#IntegratedMarketing

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Funnel
• testing/optimization
#IntegratedMarketing

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#IntegratedMarketing

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Sales, New Members, Advocates, etc
The funnel approach
Awareness/Attention
Action
Desire
Interest
Universe of People
#IntegratedMarketing

20. © 2015 Capstrat, LLC. All Rights Reserved.
Planning/Strategy
Action
Desire
Interest
Universe of People
Audience
Segmentation
Awareness/Attention
Account Planning
Research
Positioning
Messaging
Delivery
#IntegratedMarketing

21. © 2015 Capstrat, LLC. All Rights Reserved.
Awareness/Attention
Account Planning
Research
Positioning
Messaging
Delivery
Action
Desire
Interest
Universe of People
Audience
Segmentation
Awareness/Attention
Public Relations
Advertising
Social Media
#IntegratedMarketing

22. © 2015 Capstrat, LLC. All Rights Reserved.
Interest
Account Planning
Research
Positioning
Messaging
Delivery
Public RelationsAdvertising
Social Media
Action
Desire
Interest
Universe of People
Audience
Segmentation
Awareness/Attention
Direct Marketing
Search
Social Media
Channel Marketing
Digital Experience
Native Advertising
#IntegratedMarketing

23. © 2015 Capstrat, LLC. All Rights Reserved.
Desire
Account Planning
Research
Positioning
Messaging
Delivery
Public RelationsAdvertising
Social Media
Action
Desire
Interest
Universe of People
Audience
Segmentation
Awareness/Attention
Direct Marketing
Search
Social Media
Digital Experience
Channel Marketing
Native Advertising
Whitepapers
Long Form Video
Events
Webinar
#IntegratedMarketing

24. © 2015 Capstrat, LLC. All Rights Reserved.
Action
Account Planning
Research
Positioning
Messaging
Delivery
Public RelationsAdvertising
Social Media
Action
Desire
Interest
Universe of People
Audience
Segmentation
Awareness/Attention
Direct Marketing
Search
Social
Digital Experience
Channel Marketing
Long form video
Whitepapers
Events
Webinar
Native Advertising
Conversion Optimization
User Experience
Call Center
Sales Visit
#IntegratedMarketing

25. © 2015 Capstrat, LLC. All Rights Reserved.
B2B industry benchmark for lead conversions*
Suspects
* Based on industry averages/benchmark developed by Netprospex
Prospects
Marketing Qualified
Lead
Sales Accepted Lead
Sales Qualified Lead
Closed Deals
Avg Size of Sale
2015 Marketing
Generated Revenue Goal
$$$$$$
x $$$$
2%
4%
67%
47%
31%
Closed Deals
Suspects
Prospects
Marketing Qualified Lead
Sales Accepted Lead
Sales Qualified Lead
#IntegratedMarketing

26. © 2015 Capstrat, LLC. All Rights Reserved.
#IntegratedMarketing

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#IntegratedMarketing

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Content
#IntegratedMarketing

29. © 2015 Capstrat, LLC. All Rights Reserved.
Content engine
#IntegratedMarketing

30. The Campaign Stack:
Mapping communications to
maximize coverage
#IntegratedMarketing

31. © 2015 Capstrat, LLC. All Rights Reserved.
Air Cover
Demand & Lead
Generation
Collateral
Training
Commercial offer
Promotions
Print, online, TV, radio, public relations, online banners/
search, podcasts, out-of-home (billboards, airports, etc.)
Direct mail, email, Newsletters, events (real and virtual)
Briefs, presentations, white paper, customer case
studies
Workshops, E-seminars, podcasts, online exams
Preconfigured packages, boxed sets, subscription
service, starter kits
Bundle discounts, partner incentives, rebates, awards
The Campaign Stack: A pragmatic approach to
marketing
#IntegratedMarketing

32. © 2015 Capstrat LLC. All Rights Reserved.
Big whooping mistakes
No call to action
Bad timing between air cover and demand generation
Inconsistent message
No training
Not telling Sales
Telling channel partners before
direct Sales or Field Marketing
#IntegratedMarketing

33. (Multi) Media:
Viewing the landscape
#IntegratedMarketing

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Media continues to converge
#IntegratedMarketing

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Integration enhances visibility and mitigates risk
PA I D M E D I A
Strengths
Visibility
Weaknesses
Credibility
O W N E D M E D I AControl Visibility
E A R N E D M E D I ACredibility Control
Visibility
Control
Credibility
Visibility
Credibility Control
LessMore
#IntegratedMarketing

36. Where does digital
fit in?
Digital Communications
#IntegratedMarketing

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CMO.com
#IntegratedMarketing

38. © 2015 Capstrat, LLC. All Rights Reserved.
CMO.com
#IntegratedMarketing

40. Technology can’t save a
bad marketing idea.

41. PAID
OWNED EARNED
#IntegratedMarketing

42. RESEARCH AND INSIGHT
AUDIENCE
PAID
OWNED EARNED
#IntegratedMarketing

43. CONTENT
INBOUND
MARKETING
OUTBOUND
MARKETING
#IntegratedMarketing

44. AUDIENCE
PAID
OWNED EARNED
CONTENT
INBOUND
MARKETING
OUTBOUND
MARKETING
RESEARCH AND INSIGHT
#IntegratedMarketing

45. RESEARCH AND INSIGHT
AUDIENCE
PAID
OWNED EARNED
CONTENT
INBOUND
MARKETING
OUTBOUND
MARKETING
DESTINATIONS COMMUNICATIONS
MEASUREMENT AND OPTIMIZATION #IntegratedMarketing

46. RESEARCH AND INSIGHT
AUDIENCE
PAID
OWNED EARNED
CONTENT
INBOUND
MARKETING
OUTBOUND
MARKETING
DESTINATIONS COMMUNICATIONS
MEASUREMENT AND OPTIMIZATION

47. RESEARCH AND INSIGHT
AUDIENCE
PAID
OWNED EARNED
CONTENT
INBOUND
MARKETING
OUTBOUND
MARKETING
DESTINATIONS COMMUNICATIONS
MEASUREMENT AND OPTIMIZATION

48. Destinations
Digital Experiences
#IntegratedMarketing

49. © 2015 Capstrat, LLC. All Rights Reserved.
Origins of Capstrat Digital
#IntegratedMarketing

50. © 2015 Capstrat, LLC. All Rights Reserved.
Origins of Capstrat Digital
#IntegratedMarketing

51. © 2015 Capstrat, LLC. All Rights Reserved.
And then a few things happened...
#IntegratedMarketing

52. © 2015 Capstrat, LLC. All Rights Reserved.
Pay attention to mobility,
context and content
#IntegratedMarketing

53. © 2015 Capstrat, LLC. All Rights Reserved.
Use current technology
#IntegratedMarketing

54. © 2015 Capstrat, LLC. All Rights Reserved.
Use current technology
#IntegratedMarketing

55. © 2015 Capstrat, LLC. All Rights Reserved.
Ensure measurable
#IntegratedMarketing

56. © 2015 Capstrat, LLC. All Rights Reserved.
The Website
has become the
Web Experience.
#IntegratedMarketing

57. Communications
Outbound and Inbound
Marketing
#IntegratedMarketing

58. © 2015 Capstrat, LLC. All Rights Reserved.
Same things as you, and...Fragmentation of media channels
#IntegratedMarketing

59. © 2015 Capstrat, LLC. All Rights Reserved.
Most popular online activities
Social is closing in, but
email and search are still
really strong.
#IntegratedMarketing

60. © 2015 Capstrat, LLC. All Rights Reserved.
But, when talking about mobile users...
#IntegratedMarketing

61. © 2015 Capstrat, LLC. All Rights Reserved.#IntegratedMarketing

62. © 2015 Capstrat, LLC. All Rights Reserved.
Measurement,
optimization
and testing
#IntegratedMarketing

63. © 2015 Capstrat, LLC. All Rights Reserved.
A/B/split testing and multivariate testing (MVT)
#IntegratedMarketing

64. © 2015 Capstrat LLC. All Rights Reserved.
Why test?
Only way to truly know what works and what doesn’t for
your industry, customers and products
No opinions
No “best practices”
No “design for design sake”
#IntegratedMarketing

65. © 2015 Capstrat LLC. All Rights Reserved.
What can you test?
Processes/ user workflows
Landing pages
Campaigns
Design
Content
Marketing promotions
#IntegratedMarketing

66. © 2015 Capstrat, LLC. All Rights Reserved.
Thank you
www.deliver.capstrat.com/integratedmarketing
Shane Johnston
e. sjohnston@capstrat.com
t. @shanetjohnston
Jon Barlow
e. jbarlow@capstrat.com
t. @Jon_Barlow
#IntegratedMarketing