Sample slides from our latest research on Mastering Digital Marketing Structure and Strategy and how it helped the commissioning client transform their multi-channel marketing function. How to Register? Other Questions? Give us a call or simply fill in the "Get in touch" form and we will be in touch to discuss further.

1. Best Practices, LLC Digital Marketing – Accessing Intelligence
Our company works on the principle that organizations can chart a course to superior
economic performance by studying the best business practices, operating tactics and
winning strategies of world-class organizations.
• 400,000 Business Professionals
• 86% of Fortune 100 Companies
• $40 million in proprietary
benchmarking analysis, insights
and findings
Digital Brand Market Regulatory Competitive
Marketing Management Research Affairs Intelligence
Copyright © Best Practices, LLC  6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517  Ph.: 919-403-0251  www.best-in-class.com

2. Best Practices Digital Marketing Consortium
Our business model is geared to address your critical issues. You set the research
agenda. We design and deliver benchmark tools across many different companies to
identify your specific performance gaps and growth opportunities.
How do we make the most of Digital Marketing?
Learn
Objectives Structure Success
Compare
• How do you • What is the • What are the
align your optimal attributes of
Digital structure for successful
Marketing Digital Digital Decide
strategy to Marketing Marketing
Company Success? Professionals?
Objectives?
Execute
Copyright © Best Practices, LLC  6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517  Ph.: 919-403-0251  www.best-in-class.com

3. Best Practices Digital Marketing Consortium
Find out why the consortium will be helpful for you:
Research and Insights Advisory Support
Consortium
• Customized Analysis of how these • Ongoing support from your BP Offerings:
insights affect your organization Advisory Team to help you
moving forward understand how to incorporate the
 Participate in 3-part
• Customized Executive summary to findings.
series on Digital
provide to your team or to help build • The ability to have our team Marketing Excellence
the business case for change. personally advise you and your
team to help develop your strategy  Virtual Briefings by
based on your customized results. Digital Marketing
A deeper, richer analysis Live and Online Learning Executives from leading
companies
• Not only are your insights Events
personalized, all members of the • Scheduled learning sessions where  3 Report Deliverables
consortium will receive analysis that you and executives can probe for throughout the Year
comprises intelligence from in depth, further insights on the data you
intensive interviews with key digital receive  Customized “Health”
marketing executives Check within Each
• Conveniently scheduled so that Report
you or a member of your team can
attend  Access to Best
Theme Creation Executive Networking Practices Research
Advisors
• You help create the path of the study. • Access to leading peer executives
• Your main issues become our main from around the world who you  Monthly Newsletter
issues as we look to you for guidance can share and learn best practices collecting key Insights
on how we look to find the from from the World of
information important to you Digital Marketing
Copyright © Best Practices, LLC  6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517  Ph.: 919-403-0251  www.best-in-class.com

4. Mastering Digital Marketing– Project Methodology
Here’s How We Helped a Previous Digital Marketing Client:
Client Issue: This research was designed for our client to probe winning strategies for
digital marketing and the different ways of structuring digital marketing groups in
companies of different sizes with global service requirements.
Field Research Process
Best Practice
Lessons Learned
Project Shaping Benchmark Survey Blueprint for
Interviews
Excellence
• Identify industry • Engineer key issues • Conduct interviews • Integrate qualitative
business Issue into operational with high performers & and quantitative
• Identify industry needs questions with leaders of failed insights
& objectives • Combine performance launches • Conduct Analysis
metrics with process • Probe soft factors that • Prepare key
• Articulate key issues to drive success and recommendations
probe in field research • Engage many failure • Integrate “best of the
• Scope and scale companies • Process insights best” practices
project • Engineer for ease of • What would you do • Identify key pitfalls to
• Engage all constituents response differently? avoid failure
• Use to screen higher • Lessons Learned • Share lessons learned
performers
Copyright © Best Practices, LLC  6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517  Ph.: 919-403-0251  www.best-in-class.com

5. Mastering Digital Marketing – Universe of Learning
Copyright © Best Practices, LLC  6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517  Ph.: 919-403-0251  www.best-in-class.com

6. Mastering Digital Marketing – Client Issue
The Client Must Do More with Less as Their Investment Levels Stagnate Compared to the
Benchmark Class
How has your investment changed over the How will your structure change over the
past two years? next two years?
0‐10%
Decrease
3%
0‐10% Our Client
Our Client Decrease
12%
No Change
No Change 19%
15%
More than
10% More than
Growth 10%
0‐10%
50% Growth
0‐10% Growth
53%
Growth 25%
23%
(n=34)
Copyright © Best Practices, LLC  6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517  Ph.: 919-403-0251  www.best-in-class.com

7. Mastering Digital Marketing – Sample Recommendation
Outsourcing is a Cost Management Opportunity for the Client
Competitors outsource nearly 30% on average
Our Client
100% % Insourced % Outsourced
100
%
75%
66%
47%
28% 29%
10% 0% 0%
75th Percentile Mean Median 25th Percentile (n=8) Mean
(n=35)
Copyright © Best Practices, LLC  6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517  Ph.: 919-403-0251  www.best-in-class.com

8. Mastering Digital Marketing – Sample Insight
Benchmark Class Trending Towards Centralized Structures for Increased Effectiveness
Percentage of Respondents Rating Each Structure “Highly Effective” for Each Category:
Centralized CoE Decentralized Hybrid A Hybrid B
Blogs 40% 0% 11% 11% 50%
Corp. Strategy 53% 20% 0% 0% 33%
Digital Analytics 27% 25% 0% 0% 0%
Bus. Unit Strategy 42% 20% 0% 0% 17%
Email Marketing 33% 100% 18% 20% 20%
Mobile Technology 29% 0% 0% 0% 25%
Online Content
Development 64% 0% 8% 10% 17%
Online Videos 42% 0% 0% 0% 29%
Press Releases 53% 60% 0% 0% 25%
SEO 56% 40% 14% 14% 33%
Social Media 50% 0% 0% 0% 29%
Webcasts 56% 33% 8% 10% 0%
- Most Effective Structure per Category
Copyright © Best Practices, LLC  6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517  Ph.: 919-403-0251  www.best-in-class.com

9. Mastering Digital Marketing – How Best Companies Succeed
Organizations struggle to find correct balance between centralization and decentralization
Centralized CoE Hybrid Decentralized
- Elite Performing Segment
VOICES FROM THE FIELD
“Customers need language, promotional
Lessons from Elite Performing DM Groups:
offers, and lifestyle images customized by
country.
1 Innovative organizations tend to be more centralized –
and focused But they do not need differing websites or
marketing vehicles by country. It is more
2 Deeper use of tracking and metrics key to success of efficient and brand savvy to use common
DM activities source messaging, images, product copy and
video for multiple vehicles (online, email,
social, etc.) than to create by vehicle.
3 Patterns which emerge in high‐ performing
organizations include: Leaders need to value and recognize
•Greater investment in Digital Marketing operational efficiency for the organization to
•Higher leadership reporting relationships improve.”
–Marketing Director, Elite Performing
Company
Copyright © Best Practices, LLC  6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517  Ph.: 919-403-0251  www.best-in-class.com

10. Turning Insights into Successful Opportunities & Strategies
Our benchmarking research services provide clients with access and intelligence to
achieve performance excellence. Using the winning strategies, lessons learned, and best
practices of your competitors, your organization will achieve performance breakthroughs
and become more productive and efficient.
Review Insights
& Lessons "The Best Practices research team was able to
Learned
conduct this important field research rapidly and
with true global reach. The insights and findings
Align with will help us to focus and accelerate our
Strategy performance management systems that are so
important to excellence."
‐‐ Vice President, Top 20 Pharma
Identify Key
Improvement
Areas
Rank According
to Priority
Outline Short‐
term & Long‐
term Plan
Copyright © Best Practices, LLC  6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517  Ph.: 919-403-0251  www.best-in-class.com

11. Best Practices Digital Marketing Consortium
To learn more or to become an Early Advisor:
Click on the Yellow “ ” Envelope Below
Or Directly Contact:
Marty Daniel
Client Services Manager
(919) 767‐9223 direct
mdaniel@best‐in‐class.com
Copyright © Best Practices, LLC  6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517  Ph.: 919-403-0251  www.best-in-class.com

12. DIFFERENT BENCHMARKS YIELD DIFFERENT INSIGHTS
Benchmarking is #1 Most Used Global Mgt. Tool
(Source: Bain & Co. 2011 Mgt. Tools & Trends Census)
• 1) STRATEGY 2) STRUCTURE 3) LEADERSHIP
• 4) COST 5) INVESTMENT 6) BUSINESS ECONOMICS
• 7) STAFFING 8) SKILLS 9) TALENT 10) SOURCING
• 11) SERVICES 12) ACTIVITIES 13) IMPACT ANALYSIS
• 14) TECHNOLOGY 15) INNOVATION 16) FUTURE TRENDS
• 17) QUALITY 18) CYCLE TIMES 19) YIELDS 20) PRODUCTIVITY
• 21) BEST PRACTICE INSIGHTS 22) PROCESS EXCELLENCE
• 23) ANALOGS 24) LAUNCH PLANNING 25) LIFECYCLE INSIGHTS
Marty Daniel, Client Services Manager
(919) 767‐9223 direct
mdaniel@best‐in‐class.com