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Marketing decision makers:
Stop thinking tactics,
start thinking campaigns

© 2015 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

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

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

The Industry
Chasing the next
Big Thing.

Technology can’t save a
bad marketing idea.

What is your customer’s attention
focused on?

Inundated with brand messages

Same things as you, and...Fragmentation of media channels

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?

© 2015 Capstrat LLC. All Rights Reserved.
Funnel
• testing/optimization

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

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

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

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

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

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

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.

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

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

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

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

Where to start?
Action
Desire
Interest
Universe of People
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

Measurement framework

Conversion funnel worksheet

B2B industry benchmark for lead conversions*
Suspects
* Based on industry averages/benchmark developed by Netprospex
Prospects
Marketing Qualified
Lead
Sales Accepted Lead
Sales Qualified Lead
Closed Deals
Avg Size of Sale
2015 Marketing
Generated Revenue Goal
$$$$$$
x $$$$
2%
4%
67%
47%
31%
Closed Deals
Suspects
Prospects
Marketing Qualified Lead
Sales Accepted Lead
Sales Qualified Lead

Creative Brief

Messaging matrix

Content engine framework

Campaign stack

Return on investment (ROI) calculators

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

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Marketing Decision Makers: Stop Thinking Tactics, Start Thinking Campaigns - 2015 Spring AMA Marketing Workshop

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Marketing Decision Makers: Stop Thinking Tactics, Start Thinking Campaigns - 2015 Spring AMA Marketing Workshop