Marketing Decision Makers: Stop Thinking Tactics, Start Thinking Campaigns - 2014 Fall AMA Marketing Workshop

Marketing decision makers:
Stop thinking tactics,
start thinking campaigns

© 2014 Capstrat, LLC. All Rights Reserved.
Session Agenda
• Your distractors
• Your customer’s distractors
• The funnel: Bring order to the chaos
• Tools to support your efforts

Where does a marketer’s time go?

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

Technology
Email down. Password resets. Smartphone not connecting
to Exchange. Internet is slow. Etc. Etc. Etc.

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

Meetings
37% of employee time is spent in meetings. Managers
attend more than 60 meetings per month.
Source: InfoCom

Politics
43% of employees say dealing with office politics
is their primary time waster.
Source: Salary.com

Updates/Reports
Knowledge workers spend an average of 41% of their
time on discretionary activities that offer no satisfaction
and could be handled competently by others.
Source: Harvard Business Review

Yourselves
The average US adult spends 141 minutes a day
using mobile devices.
Source: Advertising Age Mobile Fact Pack 2013

What is your customer’s attention
focused on?

Inundated with brand messages

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Newspapers have lost $40 Billion in
advertising revenue since 2000.
Source: Newspaper Association of America

The number of pieces of mail delivered by
the US postal service dropped from 250
Million to 50 Million over the last 6 years.
Source: USPS

Content on the Internet tripled between
2010 and 2013.
Source: GoGlobe & Qmee

90% of all Internet traffic
in 2017 will be video.
Source: Cisco

Sharing on social media has
doubled between 2011 and 2013.
Source: KPCB

The half-life of a piece of content shared
on Twitter and Facebook is 3 hours.
(Half-life = 50% of Total clicks)
Source: Bit.ly

73% of people surveyed wouldn’t care
if the brands they used disappeared
from their life.
Source: Co.Exist

42% of global marketers say acquiring
new customers is one of the top three
marketing challenges facing their
organization.
Source: IBM

It is 6 to 7 times more expensive to
acquire a new customer than it is to
keep a current one.
Source: White House Office of Consumer Affairs

These customer distractors
can be opportunity.
But with all of this opportunity comes
the potential inertia of too much...

How can you bring structure
to the chaos?

© 2014 Capstrat LLC. All Rights Reserved.
Funnel
• testing/optimization

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

Universe of People
Interest
Desire
Planning/Strategy
Action
Audience
Segmentation
Awareness/Attention
Research
Account Planning
Positioning
Messaging
Delivery

Universe of People
Research
Positioning
Interest
Desire
Awareness/Attention
Account Planning
Messaging
Delivery
Action
Audience
Segmentation
Awareness/Attention
Advertising
Public Relations
Social Media

Universe of People
Research
Positioning
Interest
Desire
Interest
Account Planning
Messaging
Delivery
Advertising Public Relations
Social Media
Action
Audience
Segmentation
Awareness/Attention
Search
Direct Marketing
Social
Digital Experience
Channel Marketing
Native Advertising

Universe of People
Research
Positioning
Interest
Search
Social
Desire
Desire
Account Planning
Messaging
Delivery
Social Media
Action
Audience
Segmentation
Awareness/Attention
Direct Marketing
Digital Experience
Channel Marketing
Native Advertising
Video
Infographics

Universe of People
Research
Positioning
Interest
Search
Social
Desire
Native Advertising
Action
Account Planning
Messaging
Delivery
Social Media
Action
Audience
Segmentation
Awareness/Attention
Direct Marketing
Digital Experience
Channel Marketing
Videos Infographics
User Experience
Conversion Optimization

Relationship cultivation and management
Universe of People
Awareness/Attention
Interest
Desire
Action
Customer Segmentation
Lead Management Strategy
Marketing Content Strategy
Tactical Execution
- Timing
- Channels/Tactics
Marketing Automation
Analytics
Optimization

Content

Content engine

The campaign stack: A pragmatic approach to marketing
Air Cover
Demand and
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

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

Measure what matters.

Page/Video
Views Time
Spent
Measurement/Analytics
Loyalty
Sales
Completion of Task
Attribution
High Value Behaviors
Likes/Follows
Clicks
CTR/CPC
Visits

Output
Reach, touch,
click
Business Goals
Added value
Outcomes
Knowledge,
opinions, attitudes
Organization Targeted groups Tactics/media/
channels
Total measurement

Optimization
and testing

A/B/split testing and multivariate testing (MVT)

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”

What can you test?
Processes/ user workflows
Landing pages
Campaigns
Design
Content
Marketing promotions

Universe of People
Interest
Desire
Where to start?
Action
Audience
Segmentation
Awareness/Attention

Testing tools
www.conversion-rate-experts.com/split-testing-software/

The role of marketing automation

What is marketing automation?
Marketing automation is software
that automates your marketing
efforts. As a result, your
sales and marketing teams
can work in tandem with
one another.

Marketing automation features
This allows many marketing practices to take shape,
including:
• Lead generation (Create interest in product or service)
• Segmentation, dynamic content, personalization (divide target
market into subset of customers with common variables)
• Lead nurturing (process use to build relationship)
• Lead scoring (methodology to rank prospects)
• Relationship marketing (emphasize customer retention & satisfaction)
• Customer retention (loyalty)
• ROI measurement (investment vs revenue)
• Landing page A/B testing (refinement of message)
• Anonymous visitor tracking (user tracking)

Marketing automation benefits
• Businesses of all sizes can properly utilize marketing
automation.
• It increases the operational
efficiency of your business
while driving revenue.
• Better leads = increased
business and revenue

Tools to support your efforts
• Analytics framework
• Conversion funnel worksheet
• ROI calculators
• Campaign stack
• Messaging matrix
• Content engine framework

Analytics framework

Conversion funnel worksheet

B2B industry benchmark for lead conversions*
* Based on industry averages/benchmark developed by Netprospex
x $$$$
Suspects
Prospects
Marketing Qualified
Lead
Sales Accepted Lead
Sales Qualified Lead
Closed Deals
Avg Size of Sale
2014 Marketing
Generated Revenue Goal
$$$$$$
2%
4%
67%
47%
31%
Closed Deals
Suspects
Prospects
Marketing Qualified Lead
Sales Accepted Lead

x $$$$
Your conversion funnel worksheet
Suspects
Prospects
Marketing Qualified
Lead
Sales Accepted Lead
Closed Deals
Avg Size of Sale
2014 Marketing
Generated Revenue Goal
$$$$$$
?%
?%
?%
?%
?%
Closed Deals
Suspects
Prospects
Marketing Qualified Lead
Sales Accepted Lead

Return on investment (ROI) calculators

Campaign stack

Messaging matrix

Content engine framework

Thank you
Shane Johnston
e. sjohnston@capstrat.com
t. @shanetjohnston
Jon Barlow
e. jbarlow@capstrat.com
t. @Jon_Barlow
www.capstrat.com

Marketing Decision Makers: Stop Thinking Tactics, Start Thinking Campaigns - 2014 Fall AMA Marketing Workshop

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Marketing Decision Makers: Stop Thinking Tactics, Start Thinking Campaigns - 2014 Fall AMA Marketing Workshop