This session was presented at the LSA19 event in Dana Point, California, February 25-27, 2019.

1. INCREASE SMB SALES GROWTH
DIGITAL MARKETING ADOPTION LEVEL

2. ONE Thing that Changes EVERYTHING
Value
Trust Adoption?
Barriers:
 Knowledge
 Expertise
 Terminology
 Bad experiences

3. Customer Acquisition Cost
CAC
Customer
Acquisition
Cost
CLV
Customer
Lifetime
Value
Barriers Add To Cost

4. Digital MarketingAdoption Level: DMAL
Beginning
the
Modern
Marketer
Journey
Perceives
value, begins
Operating as a
Modern
Marketer
Managing
as a
Modern
Marketer,
realizing value

5. Digital Marketing Adoption Level: Measurements
Website
SocialDMAL
Listing
Reputation
Online Ads
Technology
PEERS
COMPETITORS

6. Digital Marketing Adoption Level: User Guide
Segmentation Lead Ranking
Insights Messaging
DMAL
Value
Trust

7. Digital Marketing Adoption Level: Insights
• 4 Star Review
average
• Ranked #1 in organic
search
• Social Media has very
Positive Sentiment
• Business Listings
inaccurate
• Website missing
conversion elements
• Beat top competitor
w/additional
keywords
• Leverage Social
Media sentiment
with a larger spend
• Losing potential
Customers to
competitors on
Listings sites
• Two new local
competitors
increasing PPC
spend
Example:

8. Digital Marketing Adoption Level: Messaging
 Using specific language and insights for a business location
 Using SWOT data, integrating Peers and Competitors
 Adds value with each message

9. Case Study: Prospect Optimization
Large North American Home Services Marketplace – Blind Test 1060 leads
Digital Marketing Adoption Level Worked Undeveloped Appointment In Progress Sold
Awareness 397 96 16 0 0
Understanding 394 111 9 1 5
Positive Perception 243 65 4 1 0
Buy-in 25 6 1 0 0
Participation/Hands-on 1 0 0 0 0
Learnings:
 “Understanding” was the most productive segment
 “Awareness” was the most COSTLY segment
 Experienced Customers needed a more mature product to engage

10. Concerns with Customer Acquisition Techniques
*Worse, its not sustainable

11. Discussion Topics
‘Culture eats strategy for breakfast.’
- Peter Drucker