This document discusses how integrated marketing and culture change can help drive online traffic conversion to leads. It emphasizes the need for a personalized digital customer experience and highlights key challenges around structure, complexity and focus. It then outlines a path to digital accountability through analyzing traffic, conversion and using a centralized platform. This platform allows for testing, attribution learning and delivering optimized, personalized experiences. The document stresses that digital accountability requires change management and adopting a centralized, global approach with clear objectives and parameters. Business results are said to drive investment priorities to optimize marketing spend.

1. Integrated Marketing & Culture Change
Driven by Converting Online Traffic to
Leads!
Shawn
Burns
Global
VP,
Digital
Marke9ng
Slavi
Samardzija
EVP
and
Chief
Analy9cs
Officer,
KBM
Group

4. Customers expect a personalized digital
experience!
Past
-­‐
One
Experience
for
Present
-­‐
Personalized
All
Experience
for
One

5. KEY CHALLENGES!

6. Structure!

7. Complexity!

8. Focus!

9. PATH TO DIGITAL
ACCOUNTABILITY!

10. Traffic Conversion PlaJorm

11. Traffic Conversion PlaJorm

12. Traffic - Whose media is it anyway?!
Paid
Owned
Earned

13. Search - Universal Customer Behavior!
“
“
95%
of
B2B
Decision
Markers
use
a
search
Nearly
every
member
of
a
purchasing
engine
when
shopping
for
new
products.”
commiQee
uses
a
search
engine
at
some
point
in
the
buying
process.”
Virtual
Iden-ty
AG
Gartner
Paid
Search
Organic
Search

14. Media
-­‐
Holis9c
aQribu9on
is
required
 Holis9c
understanding
of
customer
behavior
across
all
digital
channels
(Paid/Owned/Earned)
is
needed
to
mone9ze
efforts
 Understanding
impact
by
channel
will
guide
investment
decisions
PAID
ORGANIC
DISPLAY
SEARCH
SEARCH
AFFILIATE
SOCIAL
E-­‐MAIL
Leads

15. Attribution Learning!
Example

16. Traffic Conversion PlaJorm

17. Content – Is it worth registration?!
Content
Type
Free
Premium
AdverLsing
X
News
and
Public
RelaLons
X
Customer
TesLmonials
X
Product
Overviews
X
Customer
Videos
X
X
Custom
Research
-­‐
White
Papers
X
X
Online
Events
and
Webcasts
X
Guided
Product
Demos
X
SoluLon
ConfiguraLon
-­‐
Pricing
X

18. Testing - small changes for BIG results!
Example

19. The Impact of Personalized Experience!
Example
19

20. CHANGE MANAGEMENT (AND A
STORY ABOUT THE PLATFORM)!

21. Traffic Conversion PlaJorm

22. Digital Accountability requires a lot of
CHANGE!
Awareness
Interest
Desire
Ac9on
“AIDA”
model
to
be
employed
to
take
employees
through
the
change
required
in
ramping
a
digital
organiza9on.

23. Centralized/Global Approach!
Parameters
Pipeline
Management
Priori9za9on
Implementa9on

24. Clear Objectives!
Example

25. How it all works – The Platform!
25

26. Anchor Point!

27. Business Results Drive Priorities !
Example

28. Optimized Marketing Investment!
SALES
MARKETING
INVESTMENT

29. THANKS AND QUESTIONS!