The document provides an overview of how to create a scalable and predictable digital marketing strategy. It discusses defining the sales funnel and key metrics, building the necessary infrastructure like CRM and marketing automation, testing top of funnel channels, optimizing conversion rates throughout the funnel via testing and iteration, focusing on retention and upselling/cross-selling existing customers, and how trends like the importance of video and pre-sales research impact digital marketing. The goal is to establish transparency and data-driven decision making to scale digital efforts predictably.

1. Presented by
Seth Hauben
CMO, Intac International

2. Digital Marketing Playbook – How to create scalable, predictable revenue
How to Create Scalable, Predictable
Revenue with Digital Marketing
1. Define Your Funnel
2. Define Your Metrics
3. Build your Infrastructure
4. Transparency Scalability
5. Time to Hunt
6. Bear Trap
7. The Bottom of the funnel is not the end
8. Trends that Matter

3. Digital Marketing Playbook – How to create scalable, predictable revenue
Responsible for Digital Marketing
at a New Start Up?
Tasked with Overhauling Digital Marketing
at an Existing Company?
Rolling Out a New Product?
Whether you are tasked with creating the Digital Marketing Strategy at a
new start up, or if you are tasked with overhauling and implementing a
new Digital Marketing Strategy at an existing business, the steps outlined
on the next few slides will give you the foundation you need to effectively
implement and execute a successful Digital Marketing Strategy.

4. Digital Marketing Playbook – How to create scalable, predictable revenue
What is Digital Marketing?
Digital marketing refers to advertising delivered through
digital channels such as search engines, websites, social
media, email, and mobile apps.
Digital Marketing covers a wide range of Marketing
Channels including but not limited to:
• SEO (Inbound/Content Marketing)
• Social Media Marketing
• SEM (Pay-Per-Click)
• Email Marketing
• PR
• Referral Sites

5. Digital Marketing Playbook – How to create scalable, predictable revenue
The 50,000 ft. view and where
Digital Marketing Fits
Having an effective Digital Marketing Strategy is a critical part of running a
modern, successful business but it is not the only factor for organic growth.
The next slide outlines many of the factors that influence your profits.

6. Organic Factors
Profits
Revenue Costs
Outside Market Factors
that Affect Revenue
•Intensity of Comp
•Threat of New Entry
•Bargaining power of buyers
•Substitute Products
Internal Variables that Affect Revenue
Price x Volume(Q)
Ways to set price
•Industry Baseline
•Value Ad Pricing
•Other
Ways to Affect Volume (Q)
Partners/Channels
•Rev Generating
•Introduction to potential
customers otherwise not
reaching
•Make your product easier to
sell
Sales
• Inbound / Outbound
• More /Less Sales Reps
• Biz Dev / Channel reps
• Commission plans
• Outsource Sales
• Jr Reps/Change Structure
Marketing
•Type: Digital Marketing |
Outbound | ABM | Product
Marketing
•Brand/Product Messaging
•Right Channel Balance
•Bundle products
Product
• New Product Lines
• New Features
• Better usability
• Overall more sellable
• Agile production
• Market Feedback
Long Term
Short Term
• Raise/Lower Price
• Leads/Ops Promos
• Customer upsell + cross-sell
promos/bBundles
• Sales contests
• Payment Options
Variable Costs * (Q) Fixed Costs
• Operational Efficiencies
• Outsource Cheaper labor
• Negotiate better rates
• Headcount Reduction

7. Digital Marketing Playbook – How to create scalable, predictable revenue
Let’s Get Started

8. Digital Marketing Playbook – How to create scalable, predictable revenue
Define Your Funnel
Your funnel will follow the general Attract, Convert, Close but the exact stages will very
based upon your industry, your business model and the make up of your sales team.
Example Funnel
Attract (TOFU)
Convert (MOFU)
Close (BOFU)

9. Digital Marketing Playbook – How to create scalable, predictable revenue
Define your Metrics
Digital Marketing is all about data. Yes, it requires an eye for design,
personas, content, creativity and much more but it is the data that
gives us the ability to constantly track, monitor and optimize our Sales
and Marketing funnel.
Universal Metrics to Track
• Life Time Value (LTV)
• Cost per Customer (COA, CAC)
• Churn
Full list of essential SAAS Metrics to track
Now that we have defined our sales process we want to define our critical
metrics that we want to track. What specifically you will want to track will be
dictated by your business.
• Funnel Conversion Percentages
• Cost Per Lead by Channel
• ROI by Channel

10. Digital Marketing Playbook – How to create scalable, predictable revenue
Build Your Infrastructure - Necessities
CRM – Organize, track, engage leads/opportunities/customers and report on all of your sales activity
Marketing Automation – Email, workflows, landing pages, content, social media lead scoring , reporting
Analytics – Track everything from web activity to, social media activity to application activity and usage
Summary so far: Now that you have defined your Sales and Marketing funnel and metrics you
want to track, it is time to build out your infrastructure to match your funnel. Knowing the
metrics you want to track will help ensure you set up your systems to track the necessary metrics.
Infrastructure Necessities:
Essential tools for transparency and scalability
Examples:
Examples:

11. Digital Marketing Playbook – How to create scalable, predictable revenue
Can be useful for increasing conversions, driving demos, hosting videos, email
marketing, chat, creating content, brand awareness and much, much, more.
Which and what additional digital marketing tools you need will be determined by
what you are trying to solve for and by your business model and industry you
serve. Many of tools can be transformational for your business but there is no one
size fits all answer.
Over the last few years there has been a dramatic increase in the amount of
Digital Marketing tools available. This trend is highlighted on the next three slides.
Build Your Infrastructure – Other Tools
Other Digital Marketing Technologies:

12. Digital Marketing Technologies 2012

13. Digital Marketing Technologies 2014

14. Digital Marketing Technologies 2016

15. Digital Marketing Playbook – How to create scalable, predictable revenue
Digital Marketing Technologies 2017

16. Example Infrastructure at Intac International
Infrastructure Necessities
Other Digital Marketing Technologies

17. Digital Marketing Playbook – How to create scalable, predictable revenue
Why this Matters
Transparency
“If you cannot measure it, you cannot improve it” – Lord Kelvin
Summary so far: We have now defined our funnel, defined the metrics we want to track
and built our sales and marketing infrastructure to mimic our funnel.
We will be able to use data to determine:
•Where to focus resources
•What channels we can scale
•What portion of our funnel is underperforming
•The ability to track and easily report on all of our major marketing KPI’s like, ROI, CAC, LTV, Churn…
This transparency also give us our predictability:
What I mean by predictability is with enough data we should be able to say things like:
•If we spend X we should anticipate Y.
•If my sales guys makes X dials I should expect Y opportunities and Z amount of business
•If I can drive X more leads we should expect Y more results
We now have the transparency and data we need to be able to track and report on all aspects of our funnel
and our business. This allows us to make strategic decisions regarding our Digital/Inbound Marketing.

18. Digital Marketing Playbook – How to create scalable, predictable revenue
Scalability
Summary so far: We have now defined our funnel, defined the metrics we want to
track and built our sales and marketing infrastructure to mimic our funnel.
By selecting the right core platforms for your CRM and Marketing
Automation tool you will have the core foundation that your business can
scale with.
With the right systems it should not matter if we have 5 or 1000 employees
or 5,000 or 1,000,000 contacts.

19. Digital Marketing Playbook – How to create scalable, predictable revenue
Time to Hunt – Attacking the Top of the Funnel
Channels Explained
SEM: Adwords/Bing/Yahoo/Adroll
SEO/Inbound: Blog, Website, Content Offers, Reviews, Mobile Design,
Social Media: Twitter, Linkedin, Facebook, Instagram, Pintrest, SnapChat
Referral Sites: Capterra, Software Advice, Getapp, Technology Advice
Other: Native Advertising/Email Marketing/PR/Direct Traffic
Vertical / Industry Specific Opportunities
Once you have the infrastructure and closed loop reporting test
as many top of the funnel channels as possible.
The Strategy: TEST, ITERATE, TEST, ITERATE, TEST, ITERATE
The Goal: Drive as much web traffic to the top of the funnel as possible

20. Digital Marketing Playbook – How to create scalable, predictable revenue
Bear Trap
The Goal: Build the industries best Bear Trap
The Strategy: TEST, ITERATE, TEST, ITERATE
We want to build a Bear Trap that converts the highest % of Web Visitors to Leads,
the highest % of Leads to Opportunities and the highest % of Opportunities to
Customers.
Your Bear Trap

21. Digital Marketing Playbook – How to create scalable, predictable revenue
Bear Trap – Web to Lead
The Goal: Convert the highest % of Web Visitors to Lead
The Strategy: TEST, ITERATE, TEST, ITERATE
Data is King and A/B test Everything
• Landing Pages
• Website Chat
• Website design
• Content offers
• Video
• Call to Actions
• Relevant Content
Digital ways we can influence Web to Lead conversion %’s

22. Digital Marketing Playbook – How to create scalable, predictable revenue
Bear Trap – Lead to Opportunity
The Goal: Convert the highest % of Leads to Opportunities
The Strategy: TEST, ITERATE, TEST, ITERATE
An opportunity could be defined as a free trial, a live demo, a scheduled call…etc.
• Email Engagement
• Sales outreach
• Videos
• Strong Calls to Action (e.g. Free
Trials, demos, etc.)
• Easy appointment scheduling
• Product/Features
• Price
• Business Model
• Reviews/Referrals/Testimonials
Digital ways we can influence Lead to Opportunity conversion %’s
Data is King and A/B test Everything

23. Digital Marketing Playbook – How to create scalable, predictable revenue
Bear Trap – Opportunity to Customer
The Goal: Convert the highest % of Opportunities to Customers
The Strategy: TEST, ITERATE, TEST, ITERATE
Digital ways we can influence Opportunity to Customer conversion %’s
• Product features and usability
• Product marketing
• Price
• Video’s
• In App Marketing
• In App Chat
• Email Nurturing
• Sales Outreach/Demo’s
• Reviews/Referrals/Testimonials
• Sales offers
Data is King and A/B test Everything

24. Digital Marketing Playbook – How to create scalable, predictable revenue
The Bottom of the Funnel is Not the End
Driving Usage/Retention:
Examples: Onboarding, self help, FAQ, webinars, trainings, in app chat, in app
messaging, support
Your Digital Marketing Strategy is not just about driving new business,
it must also include plans for:
Up Selling/Cross Selling:
Examples: Revenue generating partners, annual plans, additional features, add ons
Creating Brand Advocates:
Examples: Customer surveys, testimonials, referral programs, customer whitepapers,
user group, customer events

25. Digital Marketing Playbook – How to create scalable, predictable revenue
Trends that Matter
70% of the digital buyers journey is completed
before they become a lead or reach out to sales.
By 2019, 80% of content consumed on the
internet will be video.