Brand to Demand - 5 Tenants of Strategic Digital Marketing
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Transcript of Brand to Demand - 5 Tenants of Strategic Digital Marketing
5 Tenets of Strategic Digital MarketingOmniture Marketing Online Campaign Case Study
Mikel Chertudi VP Demand & Online Marketing
Omniture
April 10, 2023
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Handouts - Education
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Omniture
• Leader in Online Business Optimization• Public Company (NASDAQ: OMTR)• ~$355M+ Revenue in 2009; Over 5,200 customers• Global Reach; 1,200 Employees; 15 Countries
• Media: 5 of top 10• Retail: 6 of top 10• CPG: 7 of top 10
COMPANY
INDUSTRYLEADERSHIP • Auto: 11 of top 15
• Travel: 4 of top 5• Banking: 4 of top 5
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Advertising Budgets Not Balanced with Media Consumption
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Forecast: US Interactive Marketing Spend ‘09- ‘14
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Omniture
Acquisition Conversion Retention
Social Media
Closed Loop Dashboard
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1. SALES ENGAGEMENT PROCESSAlignment Around Sales Goals, Organization, Terminology
Average Sales Price
Sales Close Rate
Pre-Sales Conv. Rate
Mktg Conv. Rate
Marketing ViewSales ViewSales Metrics for Marketing
Meeting Happens
Meeting Scheduled
Amt of SalesContribution
# Deals
# SALs
#MQLs
# Responses
Amt of Budget# SQLs
# Imps
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“Audit” Key Model Assumptions
• Sales• Average sales price• Marketing conversion ratio• Sales close ratio• Time-to-Close
2. FINANCIAL WATERFALL TARGETSCommit with the Finance & Sales Team % Systematic Review with Sales Management
DIV New/InstallPRODGEO
By Key Business Segments
Responses
Impressions
SALs
Deals
Revenue
Over 60% of New Sales $ Pipeline is generated through Demand Marketing
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Offer Creation • Mktg Guru Webinars
• Best Practice Guides
• Benchmark Surveys and Reports
• Action-Oriented Workbooks
3. AUDIENCE- DRIVEN ORGANIZATION
Integrated Demand Programs• Sales Pipeline Targets
• Audience Requirements
• Solution Categories
Channel Execution• Site and Optimization
• Targeted Nurture eMails
• Search
• Display Banners
• eMail (internal & external)
• Social Networks
• Field Events
Marketing Ops Execution
• Database Building and Maintenance
• Closed-Loop Reporting
• Database Marketing
• Technology Apps (Online Mktg Suite, CRM, Nurturing, Sales Dashboards, etc.)
Demand Marketing Team
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4. ONLINE TECHNOLOGY AUTOMATIONTargeting, Relevance, Productivity, Measurement
VISITORACQUISITION
APPS
CONVERSIONAPPS
ONLINEANALYTICS
APPS
CHANNELANALYTICS
APPS
CMO DASHBOARD
CRM
Kiosks
Call Center
POS
Teller
Search
Ad Networks
Ad Exchange
Mobile
Video
ONLINE MARKETING SUITE
OPEN BUSINESS ANALYTICS PLATFORMData Warehouse and APIs
Internet Enterprise
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5. INTEGRATED DEMAND CAMPAIGNS (ISE)Integrated ,Solution-Oriented, Educational : 16 Unique/Quarter
AnalystsOnline
Acquisition Marketers
Online Conversion Marketers
CMOs / Marketing Execs
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Omniture Digital Marketing Strategy – Other 4Ps
13
• Operations• Educational Conversion• Site: A/B, MVT, &
Targeting, Site Search
• Search & Media• eMail, Direct Mail, Tele• Nurturing Automation
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Fueling Sales Growth “In Action”Omniture Marketing Online Campaign Case Study
Pipeline Opportunities
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Demand to BrandA Philosophy Where the Design Center Is Lead Generation
Lead Generation
BrandAwareness
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Integrated Demand Program Management
• Direct & execute program through Interaction with Sales, Demand, Product Mktg, PR, Creative
• Determined Pipeline Sales Goals using key assumptions
Pipe Metric Values
Sales $1,000,000
Closed Deals 20
SQLs 100
Responses 1,050
Impressions 525,000
Budget $100,000
Key Assumptions Values
Ave Deal $ $50K
Closed Ratio 20%
Resp to MQL 9%
Imp to Resp 0.2%
Impressions 525,000
Cost/MQL $1,000
Total Budget $100,000
Program Offer Creation
Integrated DemandProgram
Mgr
ChannelExecution
Demand Marketing Ops Execution
Demand Marketing Team
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Integrated Demand Program Management
Program Offer Creation
Integrated DemandProgram
Mgr
ChannelExecution
Demand Marketing Ops Execution
Demand Marketing Team
• Determined audience / messaging requirements
• Segmented database to determine relevant “online marketer” audience size
David
Web Analyst
Mark
Online Marketer
Jennifer
Marketing Exec
41%
31%
21%
7%Online Marketer
Marketing Executive
Analyst
Search Marketer
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As Online Marketing Manager, Mark plans and executes go-to-market strategies for the online and interactive channels. Mark plays a key role in the design of the website with a few objectives constantly in mind - represent the brand, increase lead conversion, and prove ROI. Using a variety of channels, including display banners, email offers and search marketing, Mark is responsible for casting a broad, yet targeted net to attract new visitors to the site. Once on the site, Mark is responsible for getting them to provide contact info for additional content, which means that the lead gen process needs to be very relevant. Recently Mark has been charged with lowering the cost of converting leads. He is exploring how to use tactics like targeted email to stay top of mind, rather than having existing prospects deplete his search marketing budget to find their way back to the site. Regardless of the marketing initiative, Mark is responsible for reporting results and make decisions based on the facts, although he is constantly getting pressure to do what his boss the VP of marketing "feels." In fact he is often frustrated that executive suggestions take priority over his other projects, regardless of their "business sense.”
For the past 8 years Mark has been focused on his career and still certainly is, but he's experiencing more life balance tension with the recent birth of his second daughter. Balancing his desire to be the best dad possible with paying the mortgage on their new home has Mark consistently thinking about driving results professionally while having quality time at home with the family. Overall, Mark would describe himself as a happy guy who's confident in his career growth prospects as an online marketer - it is the wave of today and the future after all. He and his wife are both educated, have money in the bank, and have started to build a nice investment portfolio for the future. His ideal Saturday is a lazy breakfast with fresh OJ, quickly taking care of a few "honey-do's" like mowing the lawn and then taking the family to a nearby park - both he and his wife towing a child behind their mountain bikes.
Mark is an avid reader and likes to read before bed to decompress. It doesn't really matter what he's reading as long as it's not forced email! On his nightstand, next to his iPod full of 90's alternative music, Mark currently has a dog-eared copy of Seth Godin’s most recent book and stacks of a few of his favorite magazines, Fast Company and Wired. He would love to subscribe to others but knows they would just get a quick flip through and recycled. After the kids are put to bed is when he's able to watch a bit of TV. Mark doesn't spend much time with local or national news at night since he gets most of his news via his iPhone. Rather, Mark navigates recorded programs on DVR like a pro selecting unviewed episodes of Heroes. On the weekends, he catches a bit of sporting action on ESPN. At work, Mark knows he must remain well connected with the online marketing world and chooses a variety of online media outlets, including eMarketer, MarketingSherpa, ClickZ, Media Post, DM News.
Name: Mark Online Experience: 8 Years
Age: 34 WA Experience: 2 Years
Income: $90,000 Degree: BA, Business
Daily Goal: Generate Leads
Media and Publications
Attitudes & Activities
Role: Online Marketing Manager
Increasing Conversion Rates through better personalization/ targetingAnalyzing and reporting ROAS/campaign performanceInefficient manual processes and huge volumes of dataIdentifying variances in the business and knowing what actions to takeProving ROI and obtaining more budget
Top 5 Business PainsDMA/ IABAdWords CertifiedWeb Analytics AssociationAdTech / SESOmniture Summit
Professional Events and Affiliations
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Mark: Marketing Do’s and Don’ts
Mark has strong preferences around marketing communication methods.
Don't #1. First, the number one rule: Don’t cold call! You’re doing yourself a disservice if you think you’ll get Mark to do business with a phone call. This is his least preferred means of contact. In fact, over 70% of Mark’s peers feel exactly the same way.
Don't #2. Mark and 63% of his peers also don’t want to get invited to a large group seminar presentation and demonstration. These are impersonal and he knows that he’ll be getting a sales pitch.
Don't #3. Mark and 57% of his peers also don’t want the face to face sales meeting and demo!
Where does that leave us?!??!
DO NOT: (Source – MarketingSherpa / Three Deep Marketing)
Do #1. Today, most online marketers like Mark prefer web-based guides, research, and presentations that help them understand how to do their jobs better. Mark and 87% of his peers would prefer to learn more via a link to a web site with relevant expertise information. Relevance of course is all about illustrating an understanding of what his problems are. First on the list is determining payback on dollars spent.
Do #2. Mark and 86% of his peers are also receptive to email – to receive and share information
Do #3. In our on-demand world, online marketers like Mark and 75% of his peers prefer to learn more about a product or service offering via on-demand web based “How To…” seminars that can be accessed from any computer. Co-present with a well known and respected online marketing practitioner and soften the sales pitch, and you have a winning recipe.
Do #4. When making a marketing technology buying decision, Mark and his peers are most likely to consider return on investment, value based discussion vs. features and functions, and customer success stories.
DO: (Source – MarketingSherpa / Three Deep Marketing)
Key Theme: How to…
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Contact Discovery Requirements for DB building
Program Offer Creation
Integrated DemandProgram
Mgr
ChannelExecution
Demand Marketing Ops Execution
Demand Marketing Team
• List acquisition & data append - added 150K additional Marketers
• Jigsaw• Hoovers• Zoom Info• InsideView
• Contact Discovery:• Sales Build• Catapult Direct
Mark
Online Marketer
• InfoUSA / OneSource• Salesgenie• Melissa Data
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Program Offer Creation
Program Offer
Creation
Integrated Demand Program
ChannelExecution
Marketing Operations Execution
Demand Marketing Team
WebinarBest Practices
Benchmark SurveyHeightens Need• Determined best offer and related
messaging to engage
• Wrote survey questions, best practices, and vetted with Sales and Product Marketing
Success StoriesProve ROI
Product OverviewBenefits & Features
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Overview – Conversion Benchmark Survey“ISE” Demand Program for Online Marketer Audience
Integrated• Personalized from Sales Rep with
dynamic, real-time survey results• Integrated Success Stories – Prove
ROI• Heightens Need: Oppty Areas
Educational Value Benchmark to Industry PeersBenchmark to All TakersBest Practices for Topic – Conversion
Solution Selling Methodology (Qualify>Discover>Negotiate>Close)
Qualify Budget: Insights into SpendDiscover Need: Insights into Apps
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Closer Look
Personalized from their ADM
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Survey
Success Story Validation
3rd Party Validation
Question heightens need
Best Practice reinforces need for automated conversion application
Highlights area of opportunity
Section Analysis
Benchmark against industry & overall
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5 Key Findings-Supports OMTR Conversion Value Prop
1) 47% are spending less than 5 hrs. per week optimizing site conversion
2) 80% of respondents do not promote content based on performance metrics
3) Nearly 50% are using manual processes to test promotional content
4) 80% of respondents do not serve personalized content to visitors
5) Of those that do target, 72% are targeting manually
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Ops Technology Enablement
Offer Creation Integrated Demand Program
ChannelExecution
Marketing Operations Execution
Demand Marketing Team
Custom CMS Survey App
• Created Dynamic Real-Time Results Survey App
• Built Mash-up in Salesforce.com• Individual Results accessible via .pdf to Sales• Print on-demand to prospect or sales rep for in-
person meeting creation
• Call Down Views for Lead Qual. Team
“Mash Up”
Call Down View
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Scoring Implemented by Ops
Demographic (Explicit)
Behavior (Implicit)
A Excellent 1
B Very Good 2
C Good 3
D Average 4
How well do they fit our Ideal
Customer Profile?
Do their activities indicate sales-
ready behavior?
Lead Scoring
• Build into Lead Scoring Program
• Insert prospects into Conversion Survey program based on lead score
Offer Creation Integrated Demand Program
ChannelExecution
Marketing Operations Execution
Demand Marketing Team
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Reporting, Tracking & AttributionDemonstrated ROI – $34:1 Pipeline/Mktg $1
Channel
Conversion
• Closed Loop measurement with Salesforce.com Integration: from ad to close
• Compare results among other “offers” and execution channels to optimize marketing portfolio
Offer Creation Integrated Demand Program
ChannelExecution
Marketing Operations Execution
Demand Marketing Team
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Actionable Sales Intelligence
Pipeline Acceleration
Whom to Call
What to Talk About
Real-time Alerts
• 5,600+ Enterprise Sales Visitor Alerts/month Globally
• Increasing contact ratios up to 100x and increasing opportunities generated by 21x
Offer Creation Integrated Demand Program
ChannelExecution
Marketing Operations Execution
Demand Marketing Team
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Channel Execution
Channel Allocation
Channels % of Pipeline Contribution
Omniture.com 25%
SEO 15%
Paid Search 15%
eMail (Nurture & DB) 20%
eMail (3rd Party) 10%
Online Display 5%
Online Newsletters 3%
Tradeshows / Events 7%
TOTAL 100%
• Allocate pipeline goals among channels based on historical ROI
Offer Creation Integrated Demand Program
ChannelExecution
Marketing Operations Execution
Demand Marketing Team
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Channels – Lead NurturingDynamic Nurturing
Subject Line Test
How do You Stack Up? Take the Online Conversion Survey Now
Find Out How Your Peers are Increasing Online Conversion
Winner +28% lift
Offer Creation Integrated Demand Program
ChannelExecution
Marketing Operations Execution
Demand Marketing Team
• Insert prospects into Conversion Survey program based on lead score
• Tested Subject Line to Optimize
• Sending over thousands of nurture emails:• Persona• Sales Cycle• Solution Interest
• Industry• Key Business Requirements• Personalized from Sales Rep
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Optimizing Online Conversion: Landing Page Best Practices
Title
Representation of What Getting
Exact Description of What Getting
Benefit Statement
Lead Form Instructions – with additional benefit
Detailed Description
Lead Form
Privacy Statement
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Test Landing Pages (i.e. form)
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Personalized & Relevant 1:1 Nurturing
Chris Swallow
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Nurturing Example: Months 1-12
Month 1 MarketingSherpa Conversion Best Practices
Month 2 Forrester Report for Site Targeting
Month 3 In-Touch Experts-On-Demand High-Tech Lead Gen Webinar
Month 4 MarketingExperiments Webinar - Landing Page Optimization
Month 5 Complimentary Lead Gen Site Assessment via Omniture Digital
Month 6 Invitation to Local User Group
Month 7 3rd party article on Conversion Apps via e-mail
Month 8 Discount to Landing Page Optimization Certification
Month 9 Product Overview & Tour
Month 10 Forrester Report – 3 Ways to Increase Conversion
Month 11 Link to High-Tech Customer Success Story for Conversion
Month 12 Link to 10, 45 second demos of Conversion Marketing Automation
High Tech / Conversion Solution Example (1 of 7 Verticals)
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Channels
• Test and optimize banners on Omniture.com and product login pages
• 400% conversion lift via combining segmented behavioral testing in all placements
• Used to drive Omniture & Trade events
Home Page Banners
e-Mails & NewslettersEvent Attendance
SAAS Product Login Placements
Display Media Buys with Test & TargetOffer Creation
Integrated Demand Program
ChannelExecution
Marketing Operations Execution
Demand Marketing Team
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Integrated Demand Program
OfferCreation
ChannelExecution
Demand Marketing Ops Execution
Demand Marketing Team
Corporate Marketing
Product Marketing
Rest of Marketing
And the Rest of Marketing
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Press Pick Ups
Hundreds of press pick ups
Integrated Demand Program
OfferCreation
ChannelExecution
Demand Marketing Ops Execution
Demand Marketing Team
Corporate Marketing
Product Marketing
Rest of Marketing
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Interviews & Articles• 4 Interviews with Leading Trade Pubs
• Dozens of Articles written regarding the findingsInterviews & Articles in Pubs
Integrated Demand Program
OfferCreation
ChannelExecution
Demand Marketing Ops Execution
Demand Marketing Team
Corporate Marketing
Product Marketing
Rest of Marketing
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Social Media
BlogFacebook
Twitter & Tweeting
Integrated Demand Program
OfferCreation
ChannelExecution
Demand Marketing Ops Execution
Demand Marketing Team
Corporate Marketing
Product Marketing
Rest of Marketing
• Posted via Social – Blog, Twitter, FaceBook
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Customer Relationship Marketing
Customer Success Story
Integrated Demand Program
OfferCreation
ChannelExecution
Demand Marketing Ops Execution
Demand Marketing Team
Corporate Marketing
Product Marketing
Rest of Marketing
• Secured customer references & testimonials
• Secured customer success stories as ROI proof points for survey
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CreativeEditing
Digital Asset Creation – 100s
Integrated Demand Program
OfferCreation
ChannelExecution
Demand Marketing Ops Execution
Demand Marketing Team
Corporate Marketing
Product Marketing
Rest of Marketing
• Conducted final editing of benchmark survey findings and best practices
• Created all digital and print assets including banners, emails, landing pages, and print layout of final report
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Product MarketingPosted on Sales Portal
Contributed to Analysis and BP
Integrated Demand Program
OfferCreation
ChannelExecution
Demand Marketing Ops Execution
Demand Marketing Team
Corporate Marketing
Product Marketing
Rest of Marketing
• Collaborated on Survey Questions and Best Practices
• Posted on Sales Portal for Sales to Send
• Assisted in Training Sales Org
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Sales Is Happy, Marketing is GREAT
Closed
Pipeline
BURP! Results• Overachieved pipeline goals
• $34 Pipeline Return for
every $1 invested
Sample Pipeline Opportunities
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Interactive Marketing
“Interactive marketing is the ability to address the customer, remember what the customer says and address the customer again in a way that illustrates that we remember what the customer has told us.” John Deighton, HBS
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Questions and Answers
Thank YouMikel Chertudi
801 589-1408
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Appendix
• Demand Marketing Campaign Calendar• Highlighted Demand Marketing Models• Demand Marketing Online Testing Examples
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Demand Waterfall Metrics
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2009 Enterprise and Cross Sell Campaign Calendar Month Solution
CampaignLead Product
Secondary Products Offer/Message Owner
January Conversion T&T Is 15% of your 09 Budget allocated to optimization? T&T Forrester Guide Jason
Acquisition SearchCenter SEM readiness survey Laura
Analytics SiteCatalyst Competitor: Issue based pain point message: Core metrics Laura
February Conversion Merchandising/SiteSearch
SiteSearch & Merchandising product overview Laura
Analytics SiteCatalyst Discover Winning offer from previous month LauraMarch Conversion T&T Merchandising/SiteSearch
RecommendationsTBA Jason
Analytics SiteCatalyst Discover / DOP Winning offer from previous month LauraApril Acquisition SearchCenter Genesis (email / ad serving) Leverage new summit offers Jason
Analytics DOP SiteCatalyst / Discover Puzzle campaign: data from different sources, all fits together with Omniture Laura
May Conversion T&T Merchandising/SiteSearchRecommendations
Leverage new summit offers Jason
Omniture Suite All Products Road to the Online Marketing Suite (Forrester Report) Laura
June Conversion T&T Merchandising/SiteSearchRecommendations
Leverage new summit offers Jason
Analytics SiteCatalyst Discover / DOP Winning offer from previous month Laura
Acquisition SearchCenter Genesis (email / ad serving) Leverage new summit offers Jason
July Analytics SiteCatalyst Discover / DOP Cards: Top 10 Rules for Marketers - Best Practice Thoughts/Themes with PURLs for corresponding downloads
Laura
Conversion Merchandising/SiteSearch
T&TRecommendations
Leverage new summit offers Jason
August Acquisition SearchCenter Genesis (email / ad serving) Leverage new summit offers Laura
Analytics SiteCatalyst Discover / DOP Leverage new summit offers LauraSeptember Conversion T&T Merchandising/SiteSearch
RecommendationsLeverage new summit offers Jason
Analytics DOP SiteCatalyst /Discover Winning offer from previous month Laura
October Omniture Suite All Products Suite case studies Jason
Acquisition SearchCenter Genesis (email / ad serving) Leverage new summit offers LauraNovember Conversion T&T Merchandising/SiteSearch
RecommendationsLeverage new summit offers Jason
Analytics SiteCatalyst Discover / DOP Book: Super Crunchers or Groundswell LauraDecember Acquisition SearchCenter Genesis (email / ad serving) Leverage new summit offers Laura
Analytics SiteCatalyst Discover Winning offer from previous month Laura
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Marketing Activity Hierarchy
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Campaign ComponentsMarketing Function Programs Coordinated Tactics
Corporate MarketingPrograms
Press Customer MarketingSocial Media Analyst Relations
Press ReleasesSuccess StoriesInternal BlogsExternal BlogsAnalyst Mtgs/Reports
Demand Marketing Programs
OffersMediaSearchOn-SiteEnterprise and Cross SellNurturingField EventsTradeshows
Guides, Surveys, Webinars, Analyst Reports3rd-Party eMail, Newsletters, BannersPaid SearchSEOOnsite Targeting, TestingLanding PagesHouse List – Prospect emailHouse List – Direct MailPhone Script Development
Partner Marketing TradeshowsSeminars
TradeshowsCustomer EventsSeminar SeriesPartner Events
Product Marketing Sales Training and Collateral Product Overviews, Feature SpotlightsProduct ToursProduct Vignettes
Sales Account Development TeamAccount Team Leads
Follow Up Phone Calls/Voice MailsAutomated Voice Mails
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Product Mapping to Demand Type and Buying CycleDemand
TypeKey Characteristics
Key Requirement
Omniture Product & Offer Creation
Buy Cycle Stage*
Selling & Marketing Style
Knowledge Source & Depth
Buy Cycle Decision Milestone
CustomerSourced
VendorSupplied
Key Customer Decision Point
Decision Outcomes
Depth of Knowledge
New Concept
•Disruptive product•No budgetary line item•Requires issue creation
Market Leadership
•Test&Target•Recommend
1 – 6 Issue Creation (Provocative Selling - HBR)
Minimal Detailed
Break Status Quo / Create Problem
•Sell Solution•Maintain Status Quo•Select a vendor
General
New Paradigm
•Retools existing process•Solves current problem better•Replaces current line item
Process / Solution Change
•SearchCenter•Insight•Merch / SiteSearch
3 – 6 Solution Selling
ModerateModerat
e
Re-evaluate Solution
•Maintain Status Quo•Upgrade / bolt on•Replace incumbent
Market
Established Market
•Necessary product/service•Highly contested market•Trying to steal market share
Competitive Positioning
•SiteCatalyst•Discover•Publish•Survey
5 – 6 Product or Solution Selling Detailed Minimal
Incentive (Value or Cost)
•Maintain status Quo•Replace Incumbent
Customer
Sirius Decisions
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Department New Concept New Paradigm Established Market
Marketing
Message Foundation Change Disruption Vendor
Resource Skew 80/20 75/25 65/35
Lead Profile Interest Need Ready
Lead Level/BANT L1/L2_A__ L2/L3_AN_ L4/L5 BANT
Knowledge Business Environments Competitors
Sales
Sales Style Transactions Products Solutions
Processes Customer Facing Opportunity Account
Skills Prospecting Relationship Consultative
Knowledge Features Vertical Client
Tools Content References Justification
Adaptive Planning Model for Sales & Marketing
*Sirius DecisionsResource Skew: lead sourcing vs. knowledge
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#3: 2.19% #6: 0.75%
#7: 0.0%
#2: 2.62%
#4: 1.86%
#5: 1.52%
Home Page Targeting: 253%1000% Increase#1: 4.0%
Offer Targeting & Testing
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Find Segments for Targeting
Demographic Segments: • Titles: Managers vs. CMOs
• Function: Search vs. Email
• Verticals: Retail vs. High Tech
• GEO: EMEA vs. Americas
Behavioral Segments: • Visitors: Anonymous vs.
Customers
• Customers: SiteCatalyst vs SearchCenter
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Conversion Rate: 0.29%Impressions: 15,203Lift: -11.99%
WINNER FOR 4 MonthsConversion Rate: 0.33%Impressions: 15,205
Background Color Testing
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Title Testing (Webinars)
Conversion: 1.14%
Lift: 40%
Impressions: 22,250
Responses: 254
Conversion: 0.82%
Impressions: 22,250
Responses: 182
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+ 400%
Original Control
Call to Action Testing
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Creative Treatment Testing
Baseline
+24%
Baseline
+9%
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Easy Testing Management