7 Pillars of Modern Marketing
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7 Pillars of Modern Marketing, Presented by ReachLocal Chief Marketing Officer Todd Ebert at CeBIT Australia 2014. This presentation provides an overview of seven successful marketing strategies businesses need to take advantage of.
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7 Pillars of Modern Marketing
- 1. 1 © ReachLocal, Inc. 2014. All Rights Reserved. 7 Pillars of Modern Marketing Todd Ebert CMO
- 2. 2 © ReachLocal, Inc. 2014. All Rights Reserved. @ToddEbert @CeBITAUS #CeBITAUS Stand B49
- 3. 3 © ReachLocal, Inc. 2014. All Rights Reserved. First, Let’s Start with The Customer
- 4. 4 © ReachLocal, Inc. 2014. All Rights Reserved. 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
- 5. 5 © ReachLocal, Inc. 2014. All Rights Reserved. So how do you attract and win them now?
- 6. 6 © ReachLocal, Inc. 2014. All Rights Reserved. 1. Change in mindset
- 7. 7 © ReachLocal, Inc. 2014. All Rights Reserved. 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
- 8. 8 © ReachLocal, Inc. 2014. All Rights Reserved.Jay Baer @ Dallas Social Media Club Jan 2014
- 9. 9 © ReachLocal, Inc. 2014. All Rights Reserved. 2. Marketing so useful they’d pay for it
- 10. 10 © ReachLocal, Inc. 2014. All Rights Reserved. Level 1 – Useful / Educational / Shareable Content Ebooks Insights Infographics
- 11. 11 © ReachLocal, Inc. 2014. All Rights Reserved. Level 2 – Useful Apps & Utilities
- 12. 12 © ReachLocal, Inc. 2014. All Rights Reserved. Level 3 – Freemium Products
- 13. 13 © ReachLocal, Inc. 2014. All Rights Reserved. 3. Trio of owned, earned & paid media
- 14. 14 © ReachLocal, Inc. 2014. All Rights Reserved. Need All 3 Working Together to Drive Results
- 15. 15 © ReachLocal, Inc. 2014. All Rights Reserved. Build Educational Content Hubs www.dontleakleads.com.au
- 16. 16 © ReachLocal, Inc. 2014. All Rights Reserved. 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
- 17. 17 © ReachLocal, Inc. 2014. All Rights Reserved. 4. Marketing automation
- 18. 18 © ReachLocal, Inc. 2014. All Rights Reserved. Awareness Campaign Shopper Campaign Buyer Campaign Automated Lead Nurturing Based on Prospect Actions
- 19. 19 © ReachLocal, Inc. 2014. All Rights Reserved. Great Content Is Essential
- 20. 20 © ReachLocal, Inc. 2014. All Rights Reserved. Smart Follow-up Based on Lead Scoring & Insights
- 21. 21 © ReachLocal, Inc. 2014. All Rights Reserved. 5. Integrated sales & marketing [truly]
- 22. 22 © ReachLocal, Inc. 2014. All Rights Reserved. Integrated conversation with the client from beginning to close and beyond Together, Not Separate “Smarketing”
- 23. 23 © ReachLocal, Inc. 2014. All Rights Reserved. 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
- 24. 24 © ReachLocal, Inc. 2014. All Rights Reserved. 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
- 25. 25 © ReachLocal, Inc. 2014. All Rights Reserved. 6. Continuous measurement, testing & optimization
- 26. 26 © ReachLocal, Inc. 2014. All Rights Reserved. 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!
- 27. 27 © ReachLocal, Inc. 2014. All Rights Reserved. A Quick Example Optimize PPC conversions by testing • 6 campaigns • 3 unique offers • 50 ad groups • 2000 keywords • 20 landing pages
- 28. 28 © ReachLocal, Inc. 2014. All Rights Reserved. 7. Product that markets itself
- 29. 29 © ReachLocal, Inc. 2014. All Rights Reserved. Embedded Product Marketing Product / UX automatically makes suggestions based on key milestones
- 30. 30 © ReachLocal, Inc. 2014. All Rights Reserved. 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
- 31. 31 © ReachLocal, Inc. 2014. All Rights Reserved. ?s Stop by Stand B49 4:00 – 6:00pm Beverages & canapes
Notes de l'éditeur
- Once you have your team you need to map a series of touches to the customer over the course of a period of time.In our case we try 9 touches in 30 days consisting of emails, direct engagement on Twitter or LinkedIn on an area of interest, more emails and then strategically placed phone calls based on insights from the marketing automation system. If they haven’t engaged or turned into a solid lead after the 30 days then we put them back into the database and continue the lead nurture campaign but stop the calls for a period of time so we don’t completely annoy them.
- This is an early draft of the funnel score card that we use to track our results. We’ve improved it a quite a bit since then but you can see that we are measuring all aspects of our sales and marketing funnel - from conversion rates all the way down to the lifetime value of a new customer compared to the cost to acquire that customer. Our goal is to get a 3X return on LTV to Cost to Acquire. We’re not quite there yet and are in process of optimizing key elements down the funnel.I’ve listed over 50 here and the trick is to optimize the ones with the greatest impact on your results. That will vary for each of us here in this room but one thing is for sure – optimization is the key to getting ROI since hardly anyone gets everything right the first time.It takes lots of cycles of measuring and optiimizing each aspect. For example….