Bob Canaway, Vice President of Marketing – Ektron. In the new arena of digital marketing, what's important is to focus on the buyer's journey, not the seller's aagenda.

1. Bob Canaway
Vice President of Marketing – Ektron
bob.canaway@ektron.com – @bobcanaway
The Changing
Face of Digital
Marketing

2. Copyright © 2013 Ektron, Inc.
IT ALL STARTED WITH THIS GENT
• Born 1948
• First internetworked
computers 1950
• ARPANET Carries
Packets in 1969
• Email starts in the
70s and takes off in
80s

3. Copyright © 2013 Ektron, Inc.
THEN IT STARTED GETTING
INTERESTING
Invented the first Web
browser, editor and Web
server
Invented the World Wide
Web
• Developed it to
“share information”
Sir Tim Berners-Lee

4. Copyright © 2013 Ektron, Inc.

5. Copyright © 2013 Ektron, Inc.
THE AGE OF ANY-NEW-
MARKETING WORKS
Fortunes are made
Domain names gobbled up
Email becomes a force
Message groups
SEO
My Space
Social

6. Copyright © 2013 Ektron, Inc.
MASS CONSUMERIZATION
The first video on YouTube, uploaded
at 8:27 P.M. on Saturday April 23rd, 2005. The
video was shot by Yakov Lapitsky at the San
Diego Zoo.

7. Copyright © 2013 Ektron, Inc.
FAST FORWARD

8. Copyright © 2013 Ektron, Inc.

9. Copyright © 2013 Ektron, Inc.
THE BUYER HAS CHANGED
• Savvy, noise resistant, information
seekers
• Informed, social, & earned vs. bought
 78% start their research with
search
 78% view vendor websites
 4+ pieces of content
 5576 emails ~ Exec 10x

10. Copyright © 2013 Ektron, Inc.
CONVERSION: WHAT YOU WANT TO
HAPPEN
Awareness
Consideration
Close
Visitor

11. Copyright © 2013 Ektron, Inc.
CONVERSION: WHAT REALLY HAPPENS
Awareness
Consideration
Close
Visitor

12. Copyright © 2013 Ektron, Inc.
FOCUS ON THE BUYER’S JOURNEY
Not the seller’s process
Content
Marketing
Drives
Engagement

13. Copyright © 2013 Ektron, Inc.
INBOUND WEBSITE
Attract Unknown Blog Keywords
Social
Media
Convert Visitors
Targeted
CTAs
Landing
Pages
Forms
Close Leads
MAP + CRM
Integration
Targeted
Content
Social
Networking
Delight Customers
Targeted
CTAs
MAP + CRM
Integration
Customer
Service

14. Copyright © 2013 Ektron, Inc.

15. Copyright © 2013 Ektron, Inc.

16. Copyright © 2013 Ektron, Inc.

17. Copyright © 2013 Ektron, Inc.

18. Copyright © 2013 Ektron, Inc.

19. Copyright © 2013 Ektron, Inc.
Data
Scientist
ROLES ARE BLENDING
Content
Author
Digital
Marketer

20. Copyright © 2013 Ektron, Inc.
AVAILABLE DATA IS GROWING
CMS CRM Marketing
Automation
Analytics
ERP Enterprise
Repositories
Does this look familiar?

21. Copyright © 2013 Ektron, Inc.
HOW TO GET THERE
Unified
Data
Intent
Actionable
view of your
customer

22. Copyright © 2013 Ektron, Inc.
Must Have Attributes
• Is a customer
• With X products
• In Canada
Nice to have
• Responded to upgrade
campaign
Must Have Attributes
• Is a prospect
• In the Healthcare
industry
Target content
“Great web experiences
in your patient portal”
webinar
Target content
“Getting the most out of your
CMS” eBook
Personas

23. Copyright © 2013 Ektron, Inc.
PERSONA BEST PRACTICES
• Understand the visitor’s attributes, goals &
behaviors
• Interview + Observe
• What is the target buyer’s role within an organization?
• Which of their business goals are relevant to your
products & expertise?
• What current industry issues could impact their ability
to reach their goals?
• Design personas based on the current stage in
their decision making process
• Build personalized set of site features and content
to guide them through the buying journey

24. Copyright © 2013 Ektron, Inc.

25. Copyright © 2013 Ektron, Inc.
CONTENT TARGETING
Verb – Using data
about your visitors to
provide relevant,
contextual content to
move them along in
the buyer journey

26. Copyright © 2013 Ektron, Inc.
TARGET THAT CONTENT
Content targeting
Desired
business
results

27. Copyright © 2013 Ektron, Inc.
WAYS TO TARGET CONTENT
Anonymous Visitors
• Geo-location
• Search term
• Industry
• Company
• Device type
Known Visitors
• Geolocation
• Search terms
• Industry
• Company
• Title
• Role
• Customer status
• Social graph
• Behavioral attributes
Personas

28. Copyright © 2013 Ektron, Inc.
AMPLIFY!

29. Copyright © 2013 Ektron, Inc.

30. Bob Canaway
Vice President of Marketing – Ektron
bob.canaway@ektron.com – @bobcanaway
Questions