The document discusses how organizations can transform their digital marketing programs into a revenue engine. It emphasizes that marketing now has more influence over the buying journey than ever before, and that revenue has become the most important metric. However, many marketers struggle to engage customers and drive revenue due to an inability to coordinate across channels or properly measure performance. The document recommends that organizations implement an integrated demand generation strategy using various tactics like content marketing, personalization, and analytics to optimize the customer journey. It also stresses the importance of an integrated digital technology platform to support marketing efforts at each stage of the revenue funnel.
4. Marketing has more influence than it ever
did
Marketing has more influence
on the buying journey
Marketing has control
over the buying funnel
5. Revenue has become the most important
metric
To engage the new buyer, marketing needs to focus on revenue
and marketing performance needs to be tied to revenue
6. 5
BUT!, Marketers struggle to engage
customers and drive great experiences
Marketers cannot
co-ordinate
across channels
Unable to measure
82% report they are hindered by the
inability to measure cross-channel engagement and
performance. Source: Mckinsey
Technology is broken,
not integrated and doesn’t
enable marketers
85% of surveyed
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
eDynamic, Friday, September 26, 2014
Marketers are unable
to drive great revenue
7. Organizations need to re-align
their marketing strategy,
processes and technology
to drive revenue
8. Organizations need a variety of strategies and tactics to drive revenue
A revenue
roadmap
Measurement
driven approach
Integrated digital
technology
An integrated
Demand Gen strategy
Exceptional
customer experience
Revenue Generation
9. 8
Demand Gen Strategy & Roadmap
eDynamic, Friday, September 26, 2014
An integrated
Demand Gen strategy
A revenue
roadmap
10. Revenue Strategy
Revenue strategy
• Revenue Roadmap
• Top funnel lead gen
• Conversion and optimization
• Funnel acceleration
• Customer Lifecycle Management
11. 10
Revenue Strategy Development
Define Your Revenue Marketing Funnel
Define Your
Revenue Strategy
into achievable
steps
With clear
ownership &
accountability
eDynamic, Friday, September 26, 2014
12. 11
Revenue Roadmap
Lead
Generation
STRATEGY
Drive traffic
Top funnel initiatives
like SEO, etc.
Demand
Generation
eDynamic, Friday, September 26, 2014
STRATEGY
Generate leads and
opportunities
Operations – cross
channel campaigns
Measures – number of
customers/engagemen
t
Technology – CMS ,
marketing automation,
analytics, CRM with no
integrations
Results – high
investment, inadequate
results
Optimization
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
1
2
3
4
Revenue Engine
STRATEGY
Increase leads
volume and funnel
velocity
Operations –
demand center
Measures –
revenue
Technology –
integrated
ecosystem
Results – increase
in revenue
Operations – limited
resources
Measures – leads,
website traffic
Technology – CMS
without integrations
Results – leads but not
enough customers-
17. Conversion and Optimization
Personalized Communications
Right Message
Right Time
Right Channel
Right Device
Website Optimization
Marketing Channel Optimization
Content Marketing
18. Contextual Engagement drives Conversion
17
• 82% of prospects say content targeted to
their specific industry is more valuable
• 67% say content targeted to their job
function is more valuable
*MarketingSherpa2012
eDynamic, Friday, September 26, 2014
19. 18
Your Website with a Conversion
Engine.
Content + Strategy + Testing = Leads = Revenue
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20. 19
Call to action tips the prospects
Call to action is key to
driving conversion
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•Merchandise your
product
•Create Scent
•Simple and persuasive
content
•Obvious and Engaging
call to action
•Relevance, value and
what happens next
23. 22
Funnel Acceleration
Utilize marketing automation and content marketing
to improve quality leads and accelerate
eDynamic, Friday, September 26, 2014
through the funnel
24. 23
45%
COMPANIES USING
MARKETING AUTOMATION
SOURCE 45% MORE PIPELINE
THAN THOSE WHO DON’T
USE MARKETING
AUTOMATION
Marketo
eDynamic, Friday, September 26, 2014
25. 24
70%
Companies that invest in
marketing automation solutions
see 70% faster sales cycle times
and 54% improvement in quota
achievement.
Bulldog Solutions
eDynamic, Friday, September 26, 2014
26. 25
70%
70% OF BUYERS PURCHASE A
MARKETING AUTOMATION
SOFTWARE FOR BETTER
REPORTING / MARKETING
ANALYTICS
Gleanster
eDynamic, Friday, September 26, 2014
30. 29
Understand your
Buying Cycle
eDynamic, Friday, September 26, 2014
Segment
your audience
Map the
Messages
Implement
the Platforms
Target the buying lifecycle
31. 30
Best-in-Class Content :
Use the website to convert the unknown to the known
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
eDynamic, Friday, September 26, 2014
32. 31
Best-in-Class Content :
Develop Thought Leadership
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
eDynamic, Friday, September 26, 2014
36. 35
Exceptional Customer Experience
Organizations need a variety of strategies and tactics to drive revenue
eDynamic, Friday, September 26, 2014
Exceptional
customer experience
37. 36
Why Customer Experience Matters to Revenue
Generation
eDynamic, Friday, September 26, 2014
36
• 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
Source: Watermark Consulting
38. 94%
of customers have
discontinued communication
with a company because of
irrelevant messages.
Blue Research
42. 41
Target the buying lifecycle
Understand your
Buying Cycle
eDynamic, Friday, September 26, 2014
Segment
your audience
Map the
Messages
Implement
the Platforms
43. Relevant, personalized communication across all
channels drives revenue
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.
Cross channel,
multi device
Gleanster
Personalized to a
customer journey
45. 77%
Marketers indicated
improvement in revenue
by gathering customer
intelligence.
Forrester Customer Intelligence Survey
46. 45
Use analytics to perform financially better and execute
decisions faster
Research: http://www.bain.com/publications/articles/big_data_the_organizational_challenge.aspx
eDynamic, Friday, September 26, 2014
47. Challenges to calculating marketing ROI
• 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
48. 6 Steps to Marketing ROI
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
49. Integrate data, provide single view of customer and customize reporting to
track revenue attributed to right channel and improve customer experience
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
52. 51
Key measures and alignment
eDynamic, Friday, September 26, 2014
Define a Common
Definition of a Lead
53. Attribution model is the rule, or set of rules, that determines how credit
for conversions is assigned to a channel during customer journey
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.
54. 53
Technology drives revenue
eDynamic, Friday, September 26, 2014
Integrated digital
technology
55. 54
The Revenue Engine Elements
How Prepared Are You ?
eDynamic, Friday, September 26, 2014
Technologies impact on revenue
Key Marketing Revenue Engine
Components include a holistic
integration of the following;
56. 55
Customer Experience Platform
Orchestrate individual experiences across every channel
CMS Marketing
eDynamic, Friday, September 26, 2014
Automation Analytics
Actionable
Customer Profile
Insight
Optimize
CRM
Identify ideal customer
attributes, behaviors and
preferences
Analyze performance and
tie back to revenue goals
Optimize cross channel
experiences with data and
insight
57. The Trifecta for Richer Engagement
Unifying three technology platforms delivers an customer experience
based on a common context
58. 57
Align revenue strategy with technology
eDynamic, Friday, September 26, 2014
60. 59
Connect with us
www.edynamic.net
contact@edynamic.net
1-877-339-6264
eDynamic, Friday, September 26, 2014
twitter.com/edynamic
youtube.com/1999dynamic
facebook.com/edynamic.net
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.
However CX in most organizations is broken
Marketers cant coordinate across channels.
They are unable to measure experience as data, content and technology is siloed.
Technology is broken.
Design
-
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.
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.
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.
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.