4. Marketing has more influence
on the buying journey
Marketing has control
over the buying funnel
Marketing has more influence than it ever did
5. To engage the new buyer, marketing needs to focus on revenue
and marketing performance needs to be tied to revenue
Revenue has become the most important
metric
Source: altryx report on metrics
6. 5
Marketers cannot co-
ordinate across
channels
Unable to measure
82%
of enterprise marketers have no
synchronized view of customer data.
Source: Forrester
Technology is not integrated and
doesn’t
enable marketers
85%
CMOs say their efforts at implementing an
Omni-channel customer strategy are thwarted by a
lack of access to data and/or inadequate tools.
Source: Mckinsey
Marketers are
unable
to drive great
customer
experiences
Marketers struggle to engage customers and
drive great experiences
Customer
Experience
is poor
94% of customers have
discontinued communication
with a company because of
irrelevant messages.
— Blue Research
7. 6
Lack of insights, integrated marketing
and a bad customer experience has a
specific impact on revenue
8. A revenue
roadmap
Measurement
driven approach
Integrated digital
technology
Exceptional
customer experience
Organizations need a variety of strategies and tactics to drive revenue
An Integrated
Revenue Gen strategy
Revenue Generation
9. 8
eDynamic, Monday, June 8, 2015
An integrated
Revenue Gen strategy
A revenue
roadmap
Demand Gen Strategy & Roadmap
10. Revenue strategy
• Revenue Roadmap
• Top funnel lead gen
• Conversion and optimization
• Funnel acceleration
• Customer retention and loyalty
Revenue Strategy
11. 10
eDynamic, Monday, June 8, 2015
DefineYourRevenue
Strategyinto
achievablesteps
Withclearownership
&accountability
Revenue Strategy Development
DefineYour RevenueMarketingFunnel
Source: Marketo
12. 11
eDynamic, Monday, June 8, 2015
STRATEGY
Drive traffic
Top funnel initiatives
like SEO, etc.
Lead
Generation
STRATEGY
Generate leads and
opportunities
Operations – cross
channel campaigns
Measures – number of
customers/engagement
Technology – CMS ,
marketing automation,
analytics, CRM with no
integrations
Results – high
investment, inadequate
results
Demand
Generation
STRATEGY
Increase leads volume
and funnel velocity
Operations –
campaigns optimized
across customer
journey
Measures – cost/lead,
cost/customer
Technology –
integrated ecosystem
Results – improved
measurement leads to
optimized campaigns
Optimization
1
2
3
4
STRATEGY
Increase leads
volume and funnel
velocity
Operations –
demand center
Measures –
revenue
Technology –
integrated
ecosystem
Results – increase in
revenue
Revenue Engine
Operations – limited
resources
Measures – leads,
website traffic
Technology – CMS
without integrations
Results – leads but not
enough customers-
Revenue Roadmap
23. 22
eDynamic, Monday, June 8, 2015
Funnel Acceleration
Utilize marketing automation and content marketing
to improve quality leads and accelerate
through the funnel
24. 23
eDynamic, Monday, June 8, 2015
45%
COMPANIES USING MARKETING
AUTOMATION SOURCE 45%
MORE PIPELINE THAN THOSE
WHO DON’T USE MARKETING
AUTOMATION
Marketo
25. 24
eDynamic, Monday, June 8, 2015
70%
Companies that invest in
marketing automation solutions
see 70% faster sales cycle times
and 54% improvement in quota
achievement.
Bulldog Solutions
29. 28
eDynamic, Monday, June 8, 2015
Understand your
Buying Cycle
Segment
your audience
Map the
Messages
Implement
the Platforms
Target the buying lifecycle
30. 29
eDynamic, Monday, June 8, 2015
Focus on copy
Adopt a problem-solution approach to copy
Speak directly to the reader
Concentrate on decision points
Re-think Lead Gen forms/CTAs
Un-gate some copy as a preview
Add visual cues
Focus the reader on your goals
Best-in-Class Content :
Usethewebsitetoconverttheunknowntotheknown
31. 30
eDynamic, Monday, June 8, 2015
Best-in-Class Content :
DevelopThoughtLeadership
Target content for specific audiences
Repurpose existing material
Add graphic elements
Use tools and calendars to streamline production
Promote on multiple channels (COPE)
Focus on distribution
Understand this is an iterative process; you get what you put in
34. 33
eDynamic, Monday, June 8, 2015
Exceptional
customer experience
Organizations need a variety of strategies and tactics to drive revenue
Exceptional Customer Experience
35. 34
eDynamic, Monday, June 8, 2015
34
Source: Watermark Consulting
• 2X customer retention
- Aberdeen Group
• 89% retention for
companies with
strongest omni-
channel strategies
-Aberdeen Group
• By 2020 customer
experience > price &
product
- Customers 2020
Report
WhyCustomer Experience Matters toRevenue
Generation
36. 35
eDynamic, Monday, June 8, 2015
94%
of customers have
discontinued communication
with a company because of
irrelevant messages.
Blue Research
39. Relevant, personalized communication across
all channels drives revenue
Cross channel,
multi device
Personalized to a
customer journey
87%
OF TOP-PERFORMING MARKETERS SAY TARGETING CAMPAIGNS TO
AUDIENCE SEGMENTS IS THE LARGEST VALUE DRIVER, WITH 78%
LISTING SEGMENTATION AS THE #1 MARKETING-AUTOMATION
CAPABILITY THEY CAN’T LIVE WITHOUT.
Gleanster
40. 39
eDynamic, Monday, June 8, 2015
Multi-channel 1:1 Journey
SVP Marketing
in an Insurance
company
looking for a
new CMS
platform
Finds landing
page with
white paper
by ‘So Easy’
CMS
Posts on
Twitter
Receives email on
why ‘So Easy’ CMS
is so easy to use
Speaks to Sales and
starts having
presentations and
meetings
Registers for
downloading Downloads
white paper
on how to
select a new
CMS
Reads white
paper on
mobile device
via cloud
After becoming
customer
becomes an
advocate
Sees display ad with So
Easy CMS
customer Testimonial
Becomes
known
Love the “So Easy” CMS!
41. 40
eDynamic, Monday, June 8, 2015
Insights driven by a single view of the
customer
Insights driven by a single
view of the customer
42. 41
eDynamic, Monday, June 8, 2015
77%
Marketers indicated
improvement in revenue
by gathering customer
intelligence.
Forrester Customer Intelligence Survey
43. 42
eDynamic, Monday, June 8, 2015
42
A single view of the customer is
essential for marketers to deliver 1:1
marketing – to deliver the right
message to the right person at the
right time, and now, on right
channel.
90%
Customers say SVC is
essential to cross-
channel success
Source: Signal Report
45. • Closing the loop - getting ROI reporting
• Reporting across the entire funnel
• Understanding how marketing influences pipeline and closed deals
• Lack of integration
• Lack of a clear path on which reports demonstrate "success". This may
be due to lack of focus on defining metrics
Challenges to calculating marketing ROI
46. 1. Define the insights needed
2. Establish metrics to measure ROI
3. Map the data Sources
4. Understand your customer journey and Revenue Attribution Model
5. Understand the cost metrics
6. Establish reporting & insights
6 Steps to Marketing ROI
47. Integratedata,providesingleviewofcustomerandcustomizereportingto
trackrevenueattributedtorightchannelandimprovecustomerexperience
DEFINE INSIGHTS NEEDED:
What information do you need to know to
answer the question?
Which campaigns drove the most
qualified leads?
Which campaigns delivered the
highest return?
Which campaign type drives the
most engagement?
DEFINE METRICS:
Which metrics or data points help you
required insight?
Tool MQLs by campaign Total
SALs by campaign
Cost per lead by channel
Total revenue by campaign type
ROI by campaign
Website visits by campaign
Form conversion by campaign
Click-to-open rate by campaign
Customer
MAP DATA SOURCES
Where can the metrics and data
points be found?
Check if External
CRM
Marketing Automation
CRM Marketing Automation
Agency and vendor
Internal financial systems
Marketing Automation
Marketing Automation
Web Analytics
51. 1. Last Interaction attribution model, the last touchpoint would
receive 100% of credit for the sale.
2. First Interaction attribution model, the first touchpoint would
receive 100% of credit for the sale.
3. Linear attribution model, each touchpoint in the conversion
path would share equal credit (25% each) for the sale.
4. Time Decay attribution model, the touchpoints closest in time
to the sale get most of the credit.
Attributionmodelistherule,orsetofrules,thatdetermineshowcredit
forconversionsisassignedto achannel duringcustomerjourney
53. 52
eDynamic, Monday, June 8, 2015
Technologiesimpactonrevenue
The Revenue Engine Elements
Key Marketing Revenue Engine
Components include a holistic
integration of the following;
How PreparedAre You ?
54. 53
eDynamic, Monday, June 8, 2015
Customer Experience Platform
Orchestrate individual experiences across every channel
CMS Marketing
Automation
Analytics
Actionable
Customer Profile
Insight
Optimize
Identify ideal customer
attributes, behaviors and
preferences
Analyze performance and
tie back to revenue goals
Optimize cross channel
experiences with data and
insight
CRM
55. Unifying three technology platforms delivers an customer experience
based on a common context
The Trifecta for Richer Engagement
58. 57
eDynamic, Monday, June 8, 2015
A revenue
roadmap
Measurement
driven approach
Integrated digital
technology
Exceptional
customer experience
Focus on creating an integrated marketing strategy that drives your revenue
engine
An integrated
Revenue Gen strategy
Conclusion: Integrated strategy leads to a
revenue engine
Hinweis der Redaktion
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
Let’s you know what your site can do (and tell you how much money you are leaving on the table) – Your site may be working ok – how do you know?
The only place you can measurably change your revenue/move the demand curve in a concrete way, using the assets you already have.
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
And customer experience matters: leaders in delivering customer experience show consistently better performance than those that don’t.
This makes intuitive sense: treat customers well, and they’ll stay your customers. Here are some facts:
Look at the stock performance of Forrester’s Customer Experience Index leaders versus Laggards – which bucket do you want to be in?
[CLICK]
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
Step 2: change into an actual visual of a paper to download: Done
Step 4: Show an image of a person. You can download from shutterstock.com where we have access: Done. Took it from Google
Step 8: change banner to an image with So Easy and a customer smiling: Done
Step 9: show a post on Twitter that ‘he likes how easy So Easy CMS is’: Done
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
Edits: Add CRM next to Analytics
We provide our clients the ability to orchestrate experiences across every touch-point. In a coordinated manner.
We integrate your technology so that you can consistently and relevantly delivery experiences.
We create a central profile of the customer that captures data from every touchpoint – website, mobile, social, email, customer portals and offline data such as events. With this rich profile you can engage with customers like never before.
We provide analytics insight through reports and dashboarding to ensure that your marketing capaigns deliver performance
Finally we provide you tools to optimize experience.
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.