My view on 7 fundamental pillars of marketing. 1. Mindset - always be helping 2. Usefulness - marketing so useful people would pay for it 3. Trio of Owned, Earned, Paid Media 4. Marketing Automation 5. "Smarketing" - Integrated Sales & Marketing team 6. Continuous Measurement, Testing & Optimization 7. Product that markets itself

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7 Pillars of
Modern
Marketing
Todd Ebert
CMO

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First, Let’s Start with The Customer

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The Customer is in Control Now!
Self-serve, self-educate via
10+ sources of information
Sources: Google ZMOT, 2011 CEB study
Complete 60% of purchase
decision before contact

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So how do you attract and win them now?

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1. Change
in mindset

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What’s Your Mindset?
Wanted
Educates
Provides unique insights
Solves their problems
Always
Be Helping
Unwanted
Interrupts, irritates
Kills trust
Hurts brand
Always
Be Closing

7. 7 Permission statement here Jay Baer @ Dallas Social Media Club Jan 2014

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2. Marketing so
useful they’d
pay for it

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Level 1 – Useful / Educational / Shareable Content
Ebooks Insights Infographics

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Level 2 – Useful Apps & Utilities

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Level 3 – Freemium Products

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3. Trio of Owned,
Earned & Paid
Media

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Need All 3 Working Together to Drive Results

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Build Educational Content Hubs
www.dontleakleads.com.au

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Content Type Monthly
Blog Posts 12
eBooks 2
Infographics 1-2
Social Posts 200+
Testimonial Videos 4
Premium Content Emails 2
Newsletter - Local Marketing Minute 1
Reputation – Reviews 5-10
PR Bylined Articles 2-3
Product/Expert Videos 1-2
How To Guides 5
Feed it with Fresh Content
“Three-fer”
1. SEO / Inbound
2. Sales Sharing
3. Nurture Campaigns

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4. Marketing
automation

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Awareness Campaign Shopper Campaign Buyer Campaign
Automated Lead Nurturing Based on Prospect Actions

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Great Content Is Essential

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Smart Follow-up Based on Lead Scoring & Insights

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5. Integrated
sales & marketing
[truly]

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Integrated
conversation
with the client
from beginning
to close and
beyond
Together, Not Separate
“Smarketing”

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Dedicated Smarketing Team
Key Roles
• Online marketing
• Content marketing
• Channel marketing
• Sales ops
• Data specialist
• SFDC administrator
• Marketo administrator
• Lead intake
• Inside sales
§ One mission & charter
§ One set of SLAs
§ One set of KPIs
§ One feedback loop
§ One dashboard
Jointly accountable & rewarded
1

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0
2 5 8 9
14131110
17 21 22 24
4030 - ?27
91
SMB visit’s
ReachLocal.com,
downloads ebook
SME Both
Nurture email
with guide about
website mistakes
SE listens to social
& engages
SE uses tool to send
email with unique
insight
Checks tool.
Triggering Marketo
lead score
SE calls after
seeing lead in
SFDC
SE email with
video & webinar
about Edge
Watches video
& checks # pages
on blog/website
SE calls
Nurturing email
with Edge
differentiation
First meeting Nurture email
with Edge
case/testimonial
in vertical
SMB replies with
questions
2nd meeting – SE
uses SN to close
AE coordinates Edge
go-live
Calls AE with
questions
Buys LiveChat
ReachLocal
SMB signs agreement
SE sends thanks email
SE email thank
you and proposal
from SFDC
SE schedules
2nd meeting
SMB agrees to meeting
SE emails appointment
confirmation
Integrated “Smarketing” Touches – 9 in 30
90AE uses insights
from Edge to send
upsell email about
need for LiveChat

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6. Continuous
measurement,
testing &
optimization

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Optimization Is Everything & Everything is Optimized
• PPC
• SEO
• Retargeting ads
• Website
• Lading pages
• Blog/Learn Ctr.
• Social pages
• Mobile pages
• Reputation SEO
• Reviews
• Live Chat
• Data sourcing
• Data quality
• Data appending
• List compiling
• Lead scoring
• Directed calls/plays
• MAKE call method
• Insights tool
• IMC sharing
• Tradeshows
• Speaking events
• Intake coverage
• Intake response time
• Nurture campaigns
• Videos - Testimonials
• Sales response time
• Sales response time
• Reference clients
• Solution presentation
• # products
presented
• Navigator tool
• Budget Builder tool
• Product bundles
• Promotional pricing
• Vertical specific offer
• Videos - product
• Sales comp/spiffs
• Freemium products
• Free apps/utilities
• Email marketing
• Webinars
• Social ads
• Display ads
• Traditional ads
• Creative types
• Content types
• A/B Testing
• PR
• QA process/updates
• ACHIEVE method
• IMC email templates
• Appointment setters
• Insights for list builds
• ACHIEVE method
• Live demos
• Web-demos
• Collateral
• Reference clients
• Onboarding
• Nurturing campaigns
• Proactive AE
recommendations
• Special promos
• Upsell emails
• Product insights
delivered via mobile
app
The Devil is in the Details!

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A Quick Example
Optimize PPC
conversions by
testing
• 6 campaigns
• 3 unique offers
• 50 ad groups
• 2000 keywords
• 20 landing pages

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7. Product that
markets itself

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Embedded Product Marketing
Product / UX
automatically
makes
suggestions
based on key
milestones

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Guiding Principles
Always Be Helping
Educate, solve problems, provide freemium products
Integrate Everything
Create series of integrated sales & marketing touches
Automate Everything
Leverage marketing automation for scale and intelligence
Measure Everything
Build culture focused on continuous testing & improvement