1.
Marketing decision makers:
Stop thinking tactics,
start thinking campaigns
https://deliver.capstrat.com/GETMAD

2.
Introductions
Jon Barlow
SVP, Group Digital Director
jbarlow@capstrat.com
LinkedIn: jbarlow
Shane Johnston
EVP, Client Development
sjohnston@capstrat.com
LinkedIn: shanetjohnston

3.
State of the State
What is the state of integrated marketing communications in your organization?

4.
Why integrated marketing is better.
• Better response
• Better revenue
• Better retention
• Better branding
• Better lifetime value
• Better serves our audiences
But it’s not easy...
4

5.
What’s does a
marketer’s time go?

6.
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

7.
Technology
Email down. Password resets. Smartphone not connecting
to Exchange. Internet is slow. Etc. Etc. Etc.

8.
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

9.
Meetings
37% of employee time is spent in meetings. Managers
attend more than 60 meetings per month.
Source: InfoCom

10.
Politics
43% of employees say dealing with office politics
is their primary time waster.
Source: Salary.com

11.
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

12.
Resistance
Only 30% of change programs succeed.
Source: John Kotter

13.
The Industry
Chasing the next Big Thing.

14.
Yourselves
The average US adult spends 141
minutes a day using mobile devices.
Source: Advertising Age Mobile Fact Pack 2013

15.
What is distracting
your audience from
your message?

16.
Inundated with brand messages

17.
Fragmentation of media channels

18.
Who is multitasking?
18

19.
Newspapers have lost $40 Billion in
advertising revenue since 2000.
Source: Newspaper Association of America

20.
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

21.
So why not just focus 100% on digital?
21

22.
The US adult email audience will
reach 203.8 million by 2017.
Source: eMarketer

23.
Most popular online activities

24.
72% of all internet users
are active on social
media.
Source: Pew Research and KPCB

25.
But, social media extends traditional media
But, social media extends traditional media
HP research found that 72% of sources retweeted
most were from traditional media
Top 9 Retweeted Users

26.
80% of all Internet traffic
in 2019 will be video.
Source: Cisco 2015

27.
It would take an individual over 5 million
years to watch that amount of video.

28.
62% of Millennials feel that online
content drives brand loyalty.
Source: NewsCred

29.
73% of people surveyed wouldn’t
care if the brands they used
disappeared from their life.
Source: Co.Exist

30.
Customer service
interactions are nearly
four times more likely
to lead to brand
disloyalty than loyalty.
Source: CEB Research

31.
Some areas that need extra focus…

32.
32

33.
33

34.
Customer experience and journey
1. The consumer considers an initial
set of brands, based on brand
perceptions and exposure to
recent touch point.
2. Consumers add or subtract
brands as they evaluate what they
want.
3. Ultimately, the consumer
selects a brand at the moment
of purchase.
4. After purchasing a product or
service, the consumer builds
expectations based on experience
to inform the next decision journey.

35.
Strengthen your message through media convergence
35

36.
How do you help your
audience navigate the chaos of
marketing today and provide the
best customer experience?

37.
37

38.
Awareness/Attention
Action
Desire
Interest
Universe of People
Sales, New Members, Advocates, etc
The funnel approach to organizing your campaign
39

39.
Planning/Strategy
Action
Desire
Interest
Universe of People
Audience
Segmentation
Awareness/Attention
Account Planning
Research
Positioning
Messaging
Delivery
40

40.
Awareness/Attention
Audience
Segmentation
Public Relations
Advertising
Social Media
Action
Desire
Interest
Universe of People
Awareness/Attention
Account Planning
Research
Positioning
Messaging
Delivery
41

41.
Interest
Public RelationsAdvertising
Social Media
Audience
Segmentation
Direct Marketing
Search
Social Media
Channel Marketing
Digital Experience
Native Advertising
Action
Desire
Interest
Universe of People
Awareness/Attention
Account Planning
Research
Positioning
Messaging
Delivery
42

42.
Desire
Audience
Segmentation
Direct Marketing
Search
Social Media
Digital Experience
Channel Marketing
Native Advertising
Whitepapers
Long Form Video
Events
Webinar Action
Desire
Interest
Universe of People
Awareness/Attention
Account Planning
Research
Positioning
Messaging
Delivery
Public RelationsAdvertising
Social Media
43

43.
Action
Audience
Segmentation
Long form video
Whitepapers
Events
Webinar
Conversion Optimization
User Experience
Call Center
Sales Visit
Action
Desire
Direct Marketing
Search
Social Media
Digital Experience
Channel Marketing
Native Advertising
Interest
Universe of People
Awareness/Attention
Account Planning
Research
Positioning
Messaging
Delivery
Public RelationsAdvertising
Social Media
44

44.
2015 Marketers Stress Report
from MarketingProfs.com
2015 Marketers Stress Report
45

45.
Your conversion funnel is also your budget justifier.
Suspects
* Based on B2B industry averages/ benchmark
developed by NetProspex
Prospects
Marketing Qualified
Lead
Sales Accepted
Lead
Sales Qualified
Lead
Closed Deals
Avg. Size of Sale
2016 Marketing-
Generated Revenue Goal
$$$$$$
x $$$$
2%
4%
67%
47%
31%
Closed Deals
Suspects
Prospects
Marketing
Qualified Lead
Sales
Accepted Lead
Sales Qualified
Lead
46

46.
Content
Content strategy

47.
Precision Content Engine

48.
Content strategy starts with “Why” and is organized to convert
51

49.
Convergence enhances visibility and mitigates risk
52

50.
The campaign stack: A pragmatic approach to marketing
53
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

51.
© 2016 Capstrat, LLC. All Rights Reserved.

52.
Big whooping mistakes
55
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

53.
2015 Marketers Stress Report
2015 Marketers Stress Report
from MarketingProfs.com
56

54.
Measure what matters

55.
Analytics is top of mind
58

56.
But here’s the irony . . .
59

57.
Should everything be measured? Definitely maybe.
Loyalty
Sales
Attribution
High Value Behaviors
Completion of Task
Likes/Follows
Page/Video Views Time
Spent
Clicks
CTR/CPC
Visits
60

58.
Output
Reach, touch, click
Business Goals
Added value
Outcomes
Knowledge, opinions,
attitudes
Organization Targeted groups Tactics/media/channels
Total measurement top-down and bottom-up
61

59.
Measure everything to optimize and realize marketing ROI
62
Many companies can articulate their
objectives.
• $100 million in revenue
• Increase market penetration by 10%
• Expand in to a new geographic market
• Improve customer retention by
1
Few marketers can articulate how the
goals (if any) match the KPIs to the
business objectives.
3
Many marketers know their key metrics.
• New website visitors
• 1,000 inbound calls in March
• 50 sales qualified leads
• Cost per lead < $25
• Whitepaper downloads
• Video views
2

60.
Back up your data with more data
• Secondary research adds new dimension to your
existing data and supports your insights.
Tools you can use:
• Google Trends
• Yahoo! Clues
• eMarketer
• comScore
• Forrester
• Nielsen

61.
Segmentation is key
• Create content for each target group using
messaging that resonates with them
• Reach them WHERE and WHEN they
consume media
Identify your targets. Create personas.

62.
Measure, Refine, Optimize
Optimization cycle
• Measure the success of the campaign.
Are you close to meeting your target
goals?
• If not, what needs to change?
• Make the change, and start over again.

63.
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”
66

64.
What can you test?
• Processes/ user workflows
• Landing pages
• Campaigns
• Design
• Content
• Marketing promotions
67

65.
The “obvious choice” isn’t always the best.
68

66.
Digital Disruption Your marketing strategy
69

67.
CMO.com

68.
Navigate the technologies that will have the biggest impact on digital marketing
© 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
For more information, email info@gartner.com or visit gartner.com.
Gartner for Marketing Leaders provides real-time, personalized digital marketing guidance — from vision through execution. Visit gartner.com/digitalmarketing and follow us @GartnerDigital.
Hype Cycle for Digital Marketing, 2015
71

69.
Technology can’t save a bad marketing idea.
72

70.
Digital Marketing Strategy Pulling it all together.
73

71.
What does a digital strategy
contain?
• Audience insights and data analysis
• Strategy framework
• Digital scope of effort
• Implementation and measurement
• Governance

72.
Audience Insights
• Consumer insights
• Data-driven persona development
• Customer journey mapping

73.
Audit and Data Analysis
• Competitive audit and analysis
• Review of all digital channels and tactics
• Review of past business/brand performance
• Marketing technology audit and analysis
76

74.
Digital strategy framework
• Creating the blueprint for success
• What are we trying to accomplish?
• What’s the big idea?
• How do we align the idea with
corporate objectives?
• What can we improve from past
efforts?
• What are the Key Performance
Indicators (KPIs) that will denote
success?

75.
Digital strategy framework
• How will we get there?
• What’s the optimal ratio between
generating demand (Communications)
and personalized customer
experience (Destinations) that will
achieve our objectives?
• How will we measure and optimize our
conversion funnel and the content that
flows through it?

76.
Digital scope of effort
• The blueprint has been drawn, so now
how do we build the house?
• Identify the right digital tactics and
channels
Don’t forget about your content
strategy. You should also be focusing
on filling the funnel with content
• Who, what, how and when

77.
Most common digital tactics
• Website/Mobile application
development
• Digital advertising and SEM
• SEO
• Email/CRM
• Social
80

78.
Paid search (PPC), social and display advertising
81

79.
Benefits
• Display and PPC benefits
• Cost effective
• Relevant
• Controllable
• Measurable campaign
• People based advertising (Personalization)
• Real-Time
82

80.
Organic Search
83
Data
via
Google’s
occasional
public
statements
and
some
inference
(for
2006
+
2009)
In
2011
there
are
more
than
3
billion
searches/day
on
Google
2015
Greater than 1.1 trillion
searches per year

81.
84

82.
SEO Benefits
• More targeted traffic
• Higher ROI
• Greater visibility
• Increased accessibility
• Better user experience
85

83.
Social Media is not a fad. It’s a fundamental shift in the way we
communicate.
• So don’t treat it like a fad.
• Focus on ACHIEVING GOALS.
86

84.
Potential social media goals
• Establish thought leadership
• Build brand awareness
• Generate leads/increase sales
• Drive traffic to destination
• Recruitment
• Build community
• Improve SEO
• Improve public relations
• Launch new products and services
• Fan engagement and growth
87

85.
Five recommendations for
social success
• Content is still king
• 4-1-1 rule
• Social signals
• Advocates
• Inbound is not enough
88

86.
Permission Marketing
89

87.
Permission marketing benefits
• Establish a solid reputation with customers
• Improved reputation and solidified brand image
• Zero in on a niche
• Personal connection
90

88.
Implementation
and measurement
• Did we make an impact?
• Measurement framework
• Visualize your conversion funnel and look
for leaks
• Test and optimize

89.
Marketing Automation Software
• Prevents waste marketing effort
• Prevents a leaky funnel
• As a result, your sales and marketing
teams can work in tandem with
one another.
92

90.
Perfect Tool For Digitally Integrated Campaign Management
93

91.
Marketing Automation Features
• Technology used to track, prioritize and analyze (leads, customers and
accounts)
• Platform for rapid development, testing and implementation of content
programs
• Provides the ability to continue conversations across marketing channels,
and to hand off those relationships to sales teams
94

92.
Marketing Automation
Customer Relationship
Management
Customer Life Stage
Acquire Maintain /
grow
Retain /
recapture
Users
Marketing
Sales
Support
Source: David Raab, http://customerexperiencematrix.blogspot.com
How Does CRM Relate To Marketing Automation?
95

93.
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
96

94.
97

95.
Governance
• Oversight and management are keys
to long-term sustainability and success
of the strategy
• Key aspects of a digital marketing
governance plan include:
• Team structure and individual member
roles
• Established policies and SOPs
• Policies and SOPs are about managing
risk and budget
• Set standards and guidelines (i.e.,
design, development, content,
technology)

96.
Thank You
Landing Page: https://deliver.capstrat.com/GETMAD
Shane Johnston
e. sjohnston@capstrat.com
t. @shanetjohnston
Jon Barlow
e. jbarlow@capstrat.com
t. @Jon_Barlow