HighRoad Solution Session at AUC016-Creating the Insight-Driven Content Marketing Program: Mindset & Methodologies
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Outline the approach undertaken by the American Association of Clinical Chemistry, American Payroll Association & the American Dental Association in transforming their email program by moving to an insight-first driven model.
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HighRoad Solution Session at AUC016-Creating the Insight-Driven Content Marketing Program: Mindset & Methodologies
- 1. Insight-Driven Content Marketing for Associations Case Studies & Discussion
- 2. New Marketing Maturity Model
- 3. Role of Content Marketing
- 4. • Capturing & amassing data typically in known locations • Tracking changes in data • Reporting on data points • Retrospective • Data is the output • Data is the input • Apply data to models of thinking (hypotheses) for a business purpose • Identifying which data points are valuable as leading indicators of desired result path • Predictive • Business decisions are the output Data Driven vs. Insight Driven
- 5. Why Move to Insight-Driven? • Find your ideal customers • Lower the cost of customer acquisition • Increase engagement • Increase sales • Decrease churn • Increase expected lifecycle of customer • Decrease cost for product development and go-to-market timeline
- 6. Where Are We Now? Association Metrics Data Driven Insight Driven
- 7. Associations are Maturing! • Increased spend on: • Data warehouses/data marts (Aptify, Reporting+) • Business intelligence tools/dashboards (Association Analytics) • Marketing automation (Marketo, HubSpot, Act-On) • Personalization tools (ICE, Sitefinity)
- 8. Where Orgs Get Stuck • Largely Internal Issues: • Data management (22%) • Advanced analytics (39%) • Process (42%) • Skill (31%) • Culture (27%) • Funding (35%) http://www.marketingprofs.com/opinions/2015/26832/why-moving-from-data-driven-marketing-to-insight-driven-marketing-makes-sense
- 9. • Find your ideal customers • Lower the cost of customer acquisition • Increase engagement • Increase sales • Decrease churn • Increase expected lifecycle of customer • Decrease cost for product development & go-to-market timeline • Data management (22%) • Advanced analytics (39%) • Process (42%) • Skill (31%) • Culture (27%) • Funding (35%) Desired Results: Challenges:
- 10. Case Studies Getting to Insight-Driven Content Marketing
- 11. New Jersey Society of CPAs Personalization Driving Insight
- 12. NJCPA Pulse
- 13. CPE Connection
- 14. Insights and Outcomes • More time on content curation, less time on newsletter creation • Insight into topics of interest based on actual content consumption • Customer behaviors are changing • But the shortcoming is… the personalization currently requires manual customer input.
- 15. Behavioral Data Warehouse 1. Where do our customers come from? • Online and offline referral sources • What behaviors led up to their first transaction (e.g. membership, event registration, e- newsletter subscription)? How many touches does it typically take to convert a prospect to a customer? 2. What are our customers doing that we can [monetize/enhance/change/ prevent/predict]? • What are they looking at? (web pages, articles, videos, event descriptions) • What are they searching for? (search engines, our site search, our event search) • What are they talking about? (online community discussions) • What are they buying? (membership, events) • From all of this, what patterns can we start seeing? 3. Why aren’t we converting/ retaining? What are the characteristics and behaviors (or lack of behaviors) of members who resign? What are some patterns/characteristics of prospects who are least likely to respond to our offers? 4. How healthy is our organization? How are we tracking against goals? (financial, head count, market share) How are programs and initiatives performing compared to history?
- 16. American Payroll Association From Dark to Light
- 17. APA: Marketing Automation • 21,000 members • Certifications, continuing education, publication, conferences/events, advocacy • Vendor relations team tasked with lead generation for sponsorship partners • Went from home grown CRM with mail server and few metrics to Aptify-HubSpot marketing technology stack
- 18. Insights from the Move • Understand which contacts are showing the most desired activity to allow APA to put a membership rep, etc in contact with individual • Understand what content is attracting the most people and on what channel • Understand where users are consuming information and what keywords they’re using to find APA • Can clearly understand how social media is driving buying behavior and can measure ROI
- 20. Behavior in Context of Interest
- 22. American Dental Association Extending the Reach of Insights
- 23. ADA: Extending Reach • 159,000 members • 53 state chapters • 545 local dental societies • All use email marketing to push out information Opportunity: Extend one platform to all chapters to provide efficiency & economies of scale, but moreover, to amass all contact and consumption data in one system integrated to Aptify
- 24. ADA: Extending Reach • Create one integrated marketing technology stack that can be used at any level of the organization • Provide one location for all data collection and reporting—eliminate the black box of chapters • Understand behaviors of users and gain insight into what level is driving traffic and where engagement is happening to better understand user experience with the ADA brand
- 28. American Society of Association Executives User-Driven Content Experiences
- 30. Insights from AN Plus • Number and who opted up/down in terms of frequency • Difference between topics chosen versus consumed (compare with heatmap) • Who are the most loyal readers and how does that compare to buying behavior? • Are the most loyal readers also influencers?
- 31. Panel Discussion Get Real About the Evolution to Insight-Driven Content
- 32. • Find your ideal customers • Lower the cost of customer acquisition • Increase engagement • Increase sales • Decrease churn • Increase expected lifecycle of customer • Decrease cost for product development & go-to-market timeline • Data management (22%) • Advanced analytics (39%) • Process (42%) • Skill (31%) • Culture (27%) • Funding (35%) Desired Results: Challenges:
- 33. Advanced Analytics: Do you have technology to do this? People? Who’s driving the initiative? How is it being discussed internally?
- 34. Process: Are data & insight-driven processes spread across the organization? Who has ownership? How are teams structured?
- 35. Skills: Do you have the right skills? Are you staffing for it vs. outsourcing? How are you training? How are you cross- training?
- 36. Culture: Challenges? How are you moving to being user-centric instead of department-centric? What are the changes in culture you’re seeing occur or needed to move to insights?
- 37. Funding: Who is driving the budget? Is it the right budget? How to justify more spend on new technology? How to handle technology purchases made outside of IT?
- 38. Thank You Please let us know if you have any questions. Ron McGrath, CEO, HighRoad Solution Email: ron@highroadsolution.com
Notes de l'éditeur
- intro - introduce myself - what do you think it means to be an "insight-driven" content marketing association? - as opposed to being what - "data-driven" organization - associations are evolving to be user-centric and the only way you can do this effectively is through applying data to business problems and having an organization that has the agility to change with the changing needs of the user. More importantly, to be user-centric, the organization must be able to work cross-functionally in a insight-driven culture. narratives - IT is responsible for Aptify - but everyone needs to understand how data drives the organization - using the context of our esteemed panelists we going to add insight to how they even got these projects through the door and how you can too - I’d like my esteem and highly respected panelists introduce themselves starting Reggie - most the blocking points are internal as you probably already know - the panelists are going to shed like on how their organizations got pass these blocking points - we think this will help you, as IT professionals, see even further how your work in connected to the organization innovating - our goal is to have a lively discussion and to get you thinking about your own roles and responsibilities within your organization as well as the increasing importance of Aptify to power your organization. - to get you to stop having the thoughts - "i don't know what marketing does" - "we're IT and just respond to requests" - as these types of comments are a good indicator that you're still operating in a siloed culture in order to be a user-centric organization and evolve with your user as their interests change you must work across functional teams and provide the customer experience you'll need to be innovative and competitive now and into the future Welcome to our insight driven content marketing for associations We hope it’s informative and worthy of your valuable time
- http://www.marketingprofs.com/opinions/2015/26832/why-moving-from-data-driven-marketing-to-insight-driven-marketing-makes-sense - new marketing maturity model - phase 1: getting the data - phase 2: discerning and analyzing the data to find patterns, trends and behaviors - Data is most valuable once it is released, shared, consumed, and ultimately applied - It then becomes insight. - phase 3: innovating using the data (predictive) - which we may cover in another session - is about using your data and insights to be predictive
- - role of content marketing - content hooks - using content as a bait - using content marketing to attract new customers - associations have tons of content - will you move from being a “walled” garden to an “open” garden
- Ask are your internal conversations happening on the right side of this slide or the left You want to have more of the conversations on the right side - vanity metrics aren’t the end of the story - start with an ascertain - millenniums are going to be more engaged over social channels like facebook (start with a hypothesis) - rinse and repeat until you get to your hypothesis - want to have more of the conversations on the right side - rachael -> ask about questions that were asked to build behavioral database
- - because you have to if you want to continue to innovate for your customer and be competitive - sales use to be a dirty word, that's change - use to call it membership - are these all goals your organizations have? - how are you using insights from your data to drive some of these goals?
- 290 associatons filled out survey Having a sound data-driven model should demonstrate the entire lifecycle of investment to conversion but many tactical marketers think just because they track digital behavior that the job is done. Tracking behavior is only the beginning of the process This chart reveals that many of the behavioral or channel tactics are important, yet only two represent the business benefit of customer revenue. - these metrics are indicative is where your organization in the maturation continuum to becoming an insight-driven organization
- - associations are moving to the insight driven path
- - Remember most blocking points are internal - And will fit into 1 or more of these 6 categories - one of the categories you don't fall into is data management - data management -> aptify
- Now we’re going to have the panelists talk about how they solved these blocking points and moved further in the direction of being insight-driven
- personalization in the digital world is like good customer interactions in the offline world — like knowing what a particular customer typically orders or that another prefers a specific brand.
- overwhelmed by too many options Curate the experience Based on an Accenture Interactive study Customers like being recognized: 56 percent are more likely to shop at a retailer in store or online that recognizes them by name Customers like relevant recommendations: 58 percent are more likely to make a purchase when a retailer recommends options for them based on their past purchases or preferences Customers like being remembered: 65 percent are more likely to shop at a retailer in store or online that knows their purchase history
- Where do our customers come from? Online and offline referral sources What behaviors led up to their first transaction (e.g. membership, event registration, e-newsletter subscription)? How many touches does it typically take to convert a prospect to a customer? What are our customers doing that we can [monetize/enhance/change/prevent/predict]? What are they looking at? (web pages, articles, videos, event descriptions) What are they searching for? (search engines, our site search, our event search) What are they talking about? (online community discussions) What are they buying? (membership, events) From all of this, what patterns can we start seeing?
- - so here's what we all want - versus, here are the challenges we face and potential blocking points - let's discuss with our panelists the following; - Did they encounter these challenges? - If so, how did they tackle it and what commentary/advice do have for your peers - What are the key considerations you would provide to participants for how to approach challenges in their own organization?
- - i'll start with rachael - what was the impetus behind the behavioral database? - what problem were you trying to solve
- - how do you spread the responsible of data and insight driven processes beyond IT - aptify: association success user conference in the future which will include more functional areas - reggie what are you doing at asae
- - how are you staffing your teams? - where are you getting your new people? - aacc - suranga will be there - got a new cio, steve - he asked why do i have my technology people doing marketing - move email marketing back to the marketing team - mas -> marketing team outsource work to an agency - being a diy isn't always the right for each organization - restaurant/dinner metaphor
- - how to secure the money required for the infrastructure investment to move toward insight driven organization - have to secure new money - rachael -> cpa's are tight with a buck, how did you build the case