7 Pillars of Modern Marketing
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Transcript of 7 Pillars of Modern Marketing
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7 Pillars of Modern
MarketingTodd Ebert
CMO
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@ToddEbert@CeBITAUS #CeBITAUS
Stand B49
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First, Let’s Start with The Customer
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The Customer is in Control Now!
Self-serve, self-educate via
10+ sources of information
Sources: Google ZMOT, 2011 CEB study
Complete 60% of purchase decision before contact
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So how do you attract and win them now?
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1. Change in mindset
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What’s Your Mindset?
Wanted
Educates
Provides unique insights
Solves their problems
AlwaysBe Helping
Unwanted
Interrupts, irritates
Kills trust
Hurts brand
AlwaysBe Closing
8 Permission statement here Jay Baer @ Dallas Social Media Club Jan 2014
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2. Marketing so useful they’d pay for it
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Level 1 – Useful / Educational / Shareable Content
Ebooks Insights Infographics
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Level 2 – Useful Apps & Utilities
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Level 3 – Freemium Products
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3. Trio of owned, earned & paid media
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Need All 3 Working Together to Drive Results
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Build Educational Content Hubs
www.dontleakleads.com.au
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Content Type Monthly
Blog Posts 12
eBooks 2
Infographics 1-2
Social Posts 200+
Testimonial Videos 4
Premium Content Emails 2
Newsletter - Local Marketing Minute
1
Reputation – Reviews 5-10
PR Bylined Articles 2-3
Product/Expert Videos 1-2
How To Guides 5
Feed it with Fresh Content
“Three-fer”
1.SEO / Inbound
2.Sales Sharing
3.Nurture Campaigns
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4. Marketing automation
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Awareness Campaign Shopper Campaign Buyer Campaign
Automated Lead Nurturing Based on Prospect Actions
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Great Content Is Essential
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Smart Follow-up Based on Lead Scoring & Insights
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5. Integrated sales & marketing [truly]
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Integrated conversation with the client from beginning to close and beyond
Together, Not Separate
“Smarketing”
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Dedicated Smarketing Team
Key Roles• Online marketing
• Content marketing
• Channel marketing
• Sales ops
• Data specialist
• SFDC administrator
• Marketo administrator
• Lead intake
• Inside sales
One mission & charter
One set of SLAs
One set of KPIs
One feedback loop
One dashboard
Jointly accountable & rewarded
1
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4030 - ?
27
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SMB visit’sReachLocal.com,downloads ebook
SME Both
Nurture emailwith guide aboutwebsite mistakes
SE listens to social& engages
SE uses tool to send email with unique insight
Checks tool.Triggering Marketolead score
SE calls after seeing lead inSFDC
SE email with video & webinar about Edge
Watches video& checks # pageson blog/website
SE calls
Nurturing emailwith Edgedifferentiation
First meeting Nurture email with Edgecase/testimonialin vertical
SMB replies withquestions
2nd meeting – SEuses SN to close
AE coordinates Edge go-live
Calls AE with questions
Buys LiveChat
ReachLocal
SMB signs agreementSE sends thanks email
SE email thankyou and proposalfrom SFDC
SE schedules2nd meeting
SMB agrees to meeting
SE emails appointmentconfirmation
Integrated “Smarketing” Touches – 9 in 30
90AE uses insights from Edge to send upsell email about need for LiveChat
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6. Continuous measurement, testing & optimization
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Optimization Is Everything & Everything is Optimized
• PPC • SEO• Retargeting ads• Website• Lading pages• Blog/Learn Ctr.• Social pages• Mobile pages• Reputation SEO• Reviews• Live Chat
• Data sourcing• Data quality• Data appending• List compiling• Lead scoring• Directed calls/plays• MAKE call method• Insights tool• IMC sharing• Tradeshows• Speaking events
• Intake coverage• Intake response
time• Nurture campaigns• Videos -
Testimonials• Sales response time• Sales response time• Reference clients• Solution
presentation• # products
presented • Navigator tool• Budget Builder tool
• Product bundles• Promotional pricing• Vertical specific
offer• Videos - product• Sales comp/spiffs
• Freemium products• Free apps/utilities• Email marketing• Webinars• Social ads• Display ads• Traditional ads• Creative types• Content types• A/B Testing• PR
• QA process/updates• ACHIEVE method• IMC email
templates• Appointment
setters• Insights for list
builds• ACHIEVE method• Live demos• Web-demos• Collateral• Reference clients• Onboarding• Nurturing
campaigns
• Proactive AE recommendations
• Special promos• Upsell emails • Product insights
delivered via mobile app
The Devil is in the Details!
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A Quick Example
Optimize PPC
conversions by
testing
• 6 campaigns
• 3 unique offers
• 50 ad groups
• 2000 keywords
• 20 landing
pages
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7. Product that markets itself
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Embedded Product Marketing
Product / UX
automatically
makes
suggestions
based on key
milestones
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Guiding Principles
Always Be HelpingEducate, solve problems, provide freemium products
Integrate EverythingCreate series of integrated sales & marketing touches
Automate EverythingLeverage marketing automation for scale and intelligence
Measure EverythingBuild culture focused on continuous testing & improvement
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?sStop by Stand B49
4:00 – 6:00pm
Beverages & canapes