Digital Marketing 4.0

Digital
Marketing
Marketing Innovation Workshop
Professor Chad A. Sims, MBA
Marketing Manager

Before We Start
Where we
Where we are
Where we are

Before We Start
You need to know...
Where we were!
Where we are now!
Where we are going!

1980’s - History of Digital Marketing
• 1981 IBM launches first personal computer
• 1986 AQL was adopted by the ANSI
– First database marketing software “digital rolodex”
• 1989 100mb is the storage capacity of computers
This shift in technology corresponded with a shift in mindset from pushing
product to “relationship marketing,” prioritizing customer connections.
Telephone and field sales channel welcomed automation, and gave
everyone a taste of the first true forms of marketing analytics.

• 1995 16 million internet users worldwide
• 1996 30 minutes was the avg. time Americans spent online
• 1998 Users checked AOL.com regularly
• 1999 the birth of the first Software-as-a-Service (SaaS)
company, Salesforce.com
In the 1990’s CRM’s and eCRM’s exploded on to the scene, vendors like
Oracle, SAP and Baan for example. The CRM landscape painted
marketers with rich data and poor information.
You could track and store customer info but lacked support to makes
sense of it all.

• 2000 the dotcom bubble hit’s its peak then burst
• 2002 558 million internet users worldwide
• 2004 Google goes public
– Social Media starts taking shape
• 2007 the iPhone is born
• 2007 Marketing Automation takes shape
Marketing automation, enables marketers to launch multi-channel
campaigns, segment their audiences, and offer personalized content to
consumers. This is really the first technology built by marketers for
marketers!

2000’s – Getting Social
• 2002 LinkedIn founded
• 2004 Yelp launches
• 2004 Facebook is born
• 2004 Gmail is launched
• 2005 YouTube founded
• 2006 Twitter hatches into the market
This decade shaped a whole new generation of channel-specific needs
of marketers, new, highly-specialized software companies transformed the
technology landscape.
By 2010 marketers had solutions for social, mobile, search, and analytics.

2010’s and on – How we use!
• 2014 11 Hours avg. Americans spend online
• 2014 250 Milliseconds Users load time expectation
– 6 seconds on a web page looking for answers
– 67% people who check their phone without a notification
• Today – Digital marketing integration and innovation
– Customer behavior and characteristics analytics
– Mobile marketing
– 10x Content marketing
60% of marketers expect their companies will invest in marketing
technology this year, that investment is not matched by confidence.
96% of marketers most desirable function is fully integrated marketing
technology to help help the organization reach their goals.

Plagued with a paradox of choice
Currently, the diversification rate far-surpasses the consolidation
rate. Within 3 years, the number of marketing technology vendors
has grown from 100 to 1,876 {and growing}.

“The business will be won by those
who will serve consumers best” –
Jeff Bezos
Founder, Chairman and CEO of
Amazon.com

TRAFFIC
online search • paid sponsorships
•print ads
word of mouth • email marketing •
trade shows direct marketing •
events • PR • lead generation
CONVERSIONS
optimization • remarketing • lead
nurturing
white papers • infographics • product
samples education • email marketing •
reviews • a/b testing
AOV/LTV
service • product quality • pricing •
referrals
surveys • post purchase marketing
remarketing • PR
HOW TO GROW REVENUE
There are three things a business can dial up to grow revenue:
Traffic, Conversions and Average Order Value/Lifetime Value.

WEBSITE RESPONSIVE TESTING
WHAT IS RESPONSIVE
DESIGN?
Responsive design recognizes the device the
person is using and automatically
“responds,” making it look great on wide
screens, laptops, tablets or mobile
phones. With responsive design, there is
no need for a separate mobile version and
SEO is maintained across devices.
WHAT’S YOUR
OPPORTUNITY?
Better conversion rate! When a website
“doesn’t work right” on the device it’s
being viewed on, the viewer is highly likely
to simply close it, meaning you lose that
chance to make a conversion.
Better search rankings! Google has begun
including whether a site is responsive or
not in its ranking algorithms.
95% of mobile users use their
phone for local search
46% of
consumers
will NOT
return if a
mobile site is
not working
Google has officially released a Mobile Responsive Algorithm
update giving mobile responsive sites more ranking authority.
(April 21, 2015)

LEAD GENERATION
Use outbound marketing tactics to reach your ideal
customers. By creating a systematic – yet personalized -
approach to lead generation, you’re able to play the
numbers game. Our campaigns are designed to build
interest in the services that you provide.
WHAT HAPPENS WHEN I RUN A LEAD
GENERATION CAMPAIGN?
• Sales talks to prospects who WANT to talk to them
• You’ll have data that can be used to predict future
results
• Lead generation efforts fill the marketing pipeline with
contacts that can be nurtured
• By using a systematic approach, you’re able to
increase the number of prospects you can target
• By keeping your campaigns personalized, you stand
out from your competitors

LEAD WARM-UP
We will we re-engage your list of past contacts AND use
this campaign to nurture leads from our System the
Game efforts. Your sales team will be able to speak with
leads who are “warmed up” after we have provided
quality content to these contacts.
Through the act of lead scoring, reps will be able to
focus their time on leads marketing qualified leads that
are ready to speak to them.
BENEFITS OF USING A NURTURE SYSTEM:
• Sales can focus on engaged/interested leads
• Save time by pushing contacts through a workflow
(no manual follow ups)
• Provide the right content to your leads at the right time

Search Engine Optimization (SEO)
The next slide goes over a July 2014 report by Moz. They conducted a study to determine the Click Through Rate for
each organic position in Google (desktop searches only).
Their findings show just how important the top rankings of Google are to the amount of organic traffic a company
receives.
What is offsite SEO?
Offsite SEO deals with the elements of SEO-based marketing that are done outside of your site, often times referred to as SEM
(search engine marketing).
These elements can include:
-Back-linking or inbound linking
-Article directory submissions
-Social network marketing
-Press releases
-Guest blogging
What is onsite SEO?
Onsite SEO is any form of SEO that can be done on your website without exterior elements.
This can include the use of:
-Internal linking
-301 redirects
-Fresh content
-Keyword density
-Alt text on images

Sharing is caring and inbound is about creating and sharing content with the world as an industry thought leader. By
creating additive manufacturing or 3D print content specifically designed to appeal to your dream customers, inbound
attracts qualified prospects to your business and keeps them coming back for more. Inbound marketing implemented
correctly will become the largest asset to your marketing efforts.

+
When you use the HubSpot Salesforce integration, every interaction your sales team has with a lead is informed by
HubSpot Lead Intelligence. This gives your sales team a chance to have better calls with leads, making them more
likely to be successful.
Every interaction marketing has with a lead - email sends, opens, and clicks, form submissions, and more are rolled
up to the contact record to keep your sales team in the loop. Through the act of lead scoring, reps will be able to focus
their time on leads marketing qualified leads that are ready to speak to them.
BENEFITS OF HUBSPOT AND
SALESFORCE CRM:
• HubSpot collects data about your lead’s
interests, behaviors, level of activity on your
website, and more.
• Lead scoring provides your sales reps
qualified leads to call on
• HubSpot reports back on revenue data
when a sales rep closes new accounts,
providing the marketing team with
information to improve campaigns

WHY USE SOCIAL MEDIA?
• 84% of US online adults use some form of social media networking
• 83% of B2B marketers use content marketing for lead generation
• 54% of the most effective B2B Marketers publish content daily or multiple times per week
• 61% of global internet users research products online
• Social media has a 100% higher lead-to-close rate than outbound marketing
• Multi-platform use is on the rise: 52% of online adults now use two or more social media sites, a significant
increase from 2013, when it stood at 42% of internet users
• According to HubSpot, 92% of marketers in 2014 claimed that social media marketing was important for their
business, with 80% indicating their efforts increased traffic to their websites
• According to Social Media Examiner, 97% of marketers are currently participating in social media—but 85% of
participants aren’t sure what social media tools are the best to use

EMAIL MARKETING STRATEGIES
NEW CUSTOMERS EMAIL DRIP
New customers may have questions about how your products/services work. A series of short welcome emails
can give new customers an idea of what to expect, introduce them to key people at ALCOA and nurture your new
business relationship. Communication is one of the biggest drivers for increasing the LTV of your customers.
OUTBOUND EMAILS
Outreach to prospects who match your ideal customer profile. The primary goals: to kick off a relationship with
ALCOA and to gather marketing intelligence within their organization.
NURTURE EMAILS
The longer your sales cycle, the more important it is for your sales team to have a nurture system in place. Don’t
let your outbound efforts go to waste! Continue to build upon relationships with prospects who are not ready to buy
at this time, but could become a customer at a later date.

BUYER PERSONAS
Buyer personas are representations of different people
in your market. We use personas to examine the
behaviors, attitudes, pains, needs and wants of specific
demographics you want to reach. This information helps
us develop messaging and choose tactics that speak to
the needs of your audience, in the communication
method they prefer. Buyer personas are crucial in
inbound marketing and lead scoring.
BUYER PERSONAS SHOULD INCLUDE:
• Psychographics - how do your customers think?
• Goals - what are they trying to accomplish?
• Pain points - what problems are they experiencing?
• Desired experience - how do they want to be treated?
• Objections - what mental obstacles need to be
overcome?

TYPES OF NURTURE CAMPAIGNS -
PROSPECTS
WARM LEADS
These people are interested, but need a little more time or information. Send them a small item every 3 weeks over a 9
week period to keep you top of mind.
HOT LEADS
Send these people something within a week. Including a handwritten note from the sales rep gives a personal touch.
LET’S TALK LATER LEADS
Put these people into a system to receive a “reminder” item from you about a week before your scheduled time to “talk
later.”
CONSULTANTS / SALES REPS
For representatives or consultants who refer business to you, consider a separate nurture campaign to reach out to
these people 2 to 4 times per year.
• Nurtured leads make 47% larger purchases than non-nurtured leads
• 48% of B2B companies have a nurture program in place
• Companies with mature lead generation and management practices have a 9.3% higher sales quota
achievement rate

NURTURE CAMPAIGN ITEMS
You can spend a lot or a little, depending on the average lifetime
value of signing a new customer. Try to think beyond everyday
items like pens and send them something that relates to the
value your services will bring them. Don’t be afraid to send
something crazy! You can have a lot of fun with nurture
campaigns and stand out as a company people will want to work
with.
ITEMS WE HAVE SENT FOR OUR OWN
NURTURE CAMPAIGNS AND THOSE
OF OUR CLIENTS INCLUDE:
• Industry relevant books with custom bookmark
• Book safes with hidden bottle of bourbon
• Custom greeting cards
• Custom-branded popcorn
• Mini gumball machines with brand-color gumballs
• Fortune cookies with custom messages
• Branded mugs with hot cocoa mix for a “fireside” webinar
• Branded notebooks with stickers
• Painted pumpkins

REMARKETING
GENERATING REPEAT TRAFFIC
Remarketing lets you show ads to users who've previously
visited your website as they browse the Web.
It’s cheap, easy and effective. It’s foolish not to do it!
WHAT’S YOUR OPPORTUNITY?
Reinforce Brand Awareness! Even if they don’t click,
people will be reminded of your business, keeping you “top
of mind.”
Drive Traffic! Remarketing can bring prospects back to
you.
Better Conversion Rate! Remarketing can re-engage
prospects who are still undecided.
Target Audience
Searches Online
Visits Your Website Your Audience Sees Your
Ads on Other Sites
Visitor Clicks Your Ad
and Returns to Your
Website

SEARCH RETARGETING
GENERATING REPEAT TRAFFIC
We can even use Remarketing Lists for Search Ads (RLSA). This is a feature that lets us customize your search
ad campaigns for people who have previously visited your site, and tailor your bids and ads to these visitors when
they’re searching on Google.
WHY IT’S EVEN MORE AWESOME THAN REGULAR RETARGETING:
You want to show up when a prospect searches for “3D printing” but you know that far too many disqualified
people search for that keyword on a monthly basis. Well, since you know this person has visited your website,
opened an email or visited a landing page, you can advertise on that keyword with a specific message tailored to
that prospect that stands out from the competition.
Two for one.
Retargeting not only increases traffic to your website, but it helps increase your conversion rates (which will be talked
about in the next section).

A/B TESTING… EVERYTHING
How do you know what works unless you test it?
The answer? You don’t!
Whether it’s the homepage of your website, an email blast, a nurture campaign, or a landing page, we believe in
testing it all. Our approach to A/B testing can be broken down into 4 categories:
• Forest: Very broad testing. Example: While testing a landing page we would decide whether short form or long
form landing pages convert best.
• Trees: More specific testing. Example: On that landing page, we find out whether people would rather call or fill
out a form/email your company.
• Branches: Even more specific testing. Example: What colors and wordings in the call to actions generate the
greatest results.
• Leaves: The best way to describe this kind of testing? OCD. Every small detail is tested on the page.

We have all scene this before
• Market: past, present, & future
– Review changes in market share, leadership,
players, market shifts, costs, pricing,
competition
Early Adopters/
Pioneers
Mass Market/
Followers
End of Life
Time
Number
of
customers

Digital Marketing 4.0
In the next era sales will organize and
optimize themselves based on the
business rules within a smart
marketing ecosystem.
The driver behind change is usability

Usability
the time to reach a specific goal
If you can make it faster you will be their hero

Sensitize + Inspire = Think New
What is Happening For the Huge
Potential
Digital Business
Transformation

“It’s all about people and changing
their minds” –
Steve Jobs
Founder, Chairman and CEO of
Apple

Welcome to a Data Driven
Business
• Data is the new oil
• Taking object/product that knows exactly
when it will be needed
• The future of marketing becomes invisible

Product Centric Marketing
We have a product. Now go sell it!
“If you build it, they will come.”

Customer Centric Marketing
We have a customer. Now what do they want?
“If you build the approach, they will read reviews, shop
around and educate themselves.”

Example of a data driven
business

Digital Marketing Transformation
• Google can make more than 100 billion dollars per
year just from data driven services
“Imagination is more important
than knowledge”
-Albert Einstein

Think Customer Centric
Think User Experience
Think Usability
Think Smart Automation
Think Data Relevant
Be Memorable

Innovation Workshop

Our Marketing Challenge
Let’s deliver better results by thinking 4.0
1. Think about a data driven marketing approach and
user-centric positioning
2. Make it a smart solution to attract customers (4.0)
3. Sketch the smart marketing ecosystem
4. Create a user journey of your idea that you will
present on stage later
5. List arguments why the audience should agree to
your marketing approach

Limitations:
1. It should be(come) a digital marketing
campaign
– Must be wearable technology ie. Fitbit, athletic
sensor shoes, heart rate monitor, clothing
2. The timeframe is within the next 6 -12
months to implement

Brainstorm on possible ideas.
Brainstorming rules:
• Go for quantity – as many ideas as possible, first collect
• Encourage wild ideas – think beyond the teller and
envision the future
• Refer judgment – no yes but...
• Build on the ideas of others – follow an idea and enrich it
• Number each idea – so you are sure you have 30
• One idea per post-it

Think data driven
Think user centric
Think workflow
Limitations:
1. It should be(come) a digital marketing campaign
– Must be wearable technology ie. Fitbit, athletic
sensor shoes, heart rate monitor, clothing
2. The timeframe is within the next 6 -12 months
15:00
minutes
30
ideas

Select one idea that you think will be good
to reach the given requirements and will
convince the audience to agree.
Selection:
• You have 3 points – use a board marker to pinpoint your
favorite ideas (3 points)
• Discuss and evaluate these ideas – which one would be the
best
• End up with the one idea – that will be the idea you want to
go for
• Give your campaign distinctive name
10:00
minutes
1
idea

Present your team’s idea to the others
Audience:
• Please give feedback
• Play the devil’s advocate
• Challenge the team and their idea
• Enrich the idea
• Give comments where the team should focus on
3:00
minutes

Empathy
Map your target groups
Name 5 target groups that will want to have
(adore) your campaign. Target groups could
come from families, single mothers, government
employees, children etc.
5:00
minutes
5
groups

Empathy
Sketch 5 buyer personas and their
characteristics out of your target groups.
20:00
minutes
5
target groups

Empathy
List applicable problems of your personas
that you want to solve with your marketing
campaign.
Write at least 5 significant problems next to each
group that they have today. The more wicked
the problem is the better your campaign will
work.
15:00 minutes
5
personas
problems

Empathy
Present your target groups and personas
and their problems to the others.
Audience:
• Please give feedback
• Play the devil’s advocate
• Challenge the team and their idea
• Enrich the idea
• Give comments where the team should focus on
5:00 minutes
Each team

Empathy
Sketch 5 buyer personas and their
characteristics out of your target groups.
20:00
minutes
Campaign
sketches

COFFEE BREAK
or
POTTY BREAK
15 MINUTES

Ideate
Sketch your product.
Sketch what kind of ads, banners, social outlets,
web item’s, collateral pieces, etc, your campaign
will look like.
30:00
minutes
Campaign
sketches

Ideate
Create and sketch your campaign.
• Envision and map what the campaign elements will look
like
• Who would be possible stakeholders in your campaign
• Remember to be user centric
• Sketch how the data will flow
• Sketch possible visibility
• Forecast the type volume your campaign will attract
15:00
minutes
Campaign
sketches

Present
1. You should start with your idea (why it would make
the business better)
2. Show your target groups and
3. The mutual benefits they will get from your
idea/solution
4. List the sales problems you want to solve with your
campaign
5. Argue why somebody should invest in your team’s
campaign and don’t forget the “one more thing”
5:00 minutes
each team

Digital Marketing 4.0

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