5 WAYS FOR DIGITAL MARKETERS TO IMPRESS …mediacontent.sitecore.net/webinars/5WaysToImpressAU/5...5...

5 WAYS FOR DIGITAL MARKETERS TO IMPRESS THEIR CMO & CEO — Fall 2011

5 WAYS FOR

DIGITAL MARKETERS TO

IMPRESS THEIR CMO & CEO

Paul Markun, CMO, Sitecore


Reminders for

Today’s Webinar

Webinar recording & slides:

will be emailed to you within 48

hours after the event

Discussion: visit the twitter

hashtag: #showvalue

Questions: type your questions

in the chat window to be

answered during the Q&A or

after the event


Presenters Background

Entrepreneur – started 7 companies, some

of which were acquired by very large

companies

Executive- multiple rapid growth

high tech companies

CMO of Sitecore

Has worked with many CEOs

and investors


About Sitecore

• Leader in enterprise-class web content management

software (CMS) and marketing platform

• Presence

Offices in 10 countries worldwide, with Partners serving over 50 countries

• Customers

Over 2,500 customers managing over 30,000 web sites worldwide

• Recognized

Gartner 2010 WCM Magic Quadrant “Leader”

Forrester Wave “Strong Performer”

Gartner “Cool Vendor in WCM” 2008

Microsoft ISV Partner of the Year 2003/2004, Microsoft Gold Partner

• Supported

Over 700 Sitecore Certified Partners worldwide


Some of Sitecore’s other customers

http://www.mccormick.com/


Most (73%*) CEOs think marketers lack business credibility

because they fail to quantify the success

of their campaigns.

CEOs wants less brand talk and more “revenue cycle metrics”

from marketing

Marketers need to increase their marketing ROI

Todays’ Webinar suggests an approach, a ‘mindset’

and perspective of the CMO and CEO

Why Impressing Your

CEO or CMO Matters

* Fournaise Marketing Group survey of 600 CEOs


User Poll Question


Show ROI of Initiatives

See Hidden Behaviors

Measure Engagement

Put a number on Social and PR

Start Myth Busting

We’ll Discuss How To:


My First Job


Think about the ROI of your effort


Warren Buffet’s Paper Route


SHOW ROI OF INITIATIVES

Our Discussion: SECTION 1


Analyze by Region

Show a global perspective

Look beyond your geography — your CMO and CEO do

SHOW INITIATIVE ROI


Keep Score Consistently But this is Activity vs Effectiveness

SHOW INITIATIVE ROI


Leads Globally by Type (Activity)

SHOW INITIATIVE ROI


Funnel Metrics

Cost per Lead

Opportunities Created per Initiative type

SHOW INITIATIVE ROI


Getting to Attribution. What Worked Best.

SHOW INITIATIVE ROI


Complex ROI Studies

SHOW INITIATIVE ROI


Complex ROI Studies

SHOW INITIATIVE ROI


Complex ROI Studies

SHOW INITIATIVE ROI


Simple ROI summaries are best for CXOs

For Americas Region, Q1 2011

SHOW INITIATIVE ROI


Start with actual revenue events

Collect Monthly

Have a dialogue with Sales , even if your

customer database has attribution information

Phase 1- Start with original attribution first

Phase 2- ‘Major Contributors’ or highly correlated

events next.

Implementation Tips

SHOW INITIATIVE ROI


Collect the Data

Opportunities and Source Channel

SHOW INITIATIVE ROI


Push Online Activity into your

Customer Database

SHOW INITIATIVE ROI


Understandable ROI

Earn the trust to deserve

more budget.

Show what works.

And doesn’t.

SHOW INITIATIVE ROI


SEE HIDDEN BEHAVIORS



Demonstrate curiosity

Search for actions that aren’t obvious

Challenge the status quo with facts

Ask questions of your community

See Hidden Behaviors



Website Visitors, Beyond Anonymous

Lead Report

IP: 67.171.54.XXX

IP Owner: Global Brand Inc.

Location: San Francisco California USA

Number of pages viewed: 8

Top Goals – View Session Report

Visits to Website: 3

Classify / Subscribe / Link to CRM Account


http://www.sitecore.net/sitecore/shell/applications/analytics/default.aspx?r=AF4FC15A-1BAA-4F7A-94A4-01CFDC9D257F&sessionid=388b2ac8-1b3e-4070-972c-642840871a4b

http://www.sitecore.net/sitecore/shell/applications/analytics/default.aspx?r=AF4FC15A-1BAA-4F7A-94A4-01CFDC9D257F&sessionid=388b2ac8-1b3e-4070-972c-642840871a4b

http://www.sitecore.net/sitecore/shell/~/xaml/Sitecore.Shell.Applications.Analytics.VisitorIdentification.aspx?ipownerid=1811d2d1-1dc3-47e5-b710-f85a070bcd04

http://www.sitecore.net/sitecore/shell/~/xaml/Sitecore.Shell.Applications.Analytics.Subscription.aspx?ipownerid=1811d2d1-1dc3-47e5-b710-f85a070bcd04&curr_state=Subscribe

http://www.sitecore.net/sitecore/shell/applications/analytics/reportrunner/crmintegration/AccountSearch/AccountSearchPage.aspx?ipownerid=1811d2d1-1dc3-47e5-b710-f85a070bcd04


Get Prospect Website Behavior

in your Customer Database



Session Detail



Evaluate your Content: Videos,

White papers, Brochures, other assets



Regional Preferences



Conduct Surveys

Leap over convention.

Interact with your entire

organization’s universe.



To Discover What's Going On

• Understand motivations

To Provide An Opportunity To Discuss Key Topics

within Community

• Great feedback from experienced users

To Prioritize Actions Based on Objective Data

• Beyond ‘urban legends’ and convention

To Provide a Benchmark

• Year to year comparisons

Key Reasons for Conducting Surveys



User Poll Question


MEASURE ENGAGEMENT



Communication

Trust

Commitment

Engagement Value

MEASURE ENGAGEMENT


Points of Engagement

• Registration 25 points

• Request for Quote 50 points

• Demo 100 points

Proportional to

Communication, Trust and Commitment

Track Points

Easy to Understand

MEASURE ENGAGEMENT


Engagement Value Points Accumulate Only at Transaction Points

1

2

5

Webinar “7

Habits”

1

0

0 2

5 5

0

Registration

Quote

Demo

2

5

Organic

Search

Email

“Whitepaper”

2

5 25

50

100

2

5

5

0

1

7

5

7

5

1

0

0

1

5

0

2

5

0

MEASURE ENGAGEMENT


Top Campaigns Worldwide

Ads, Email, Webinars, etc.

MEASURE ENGAGEMENT


Once We Know Engagement Value…

Relevance

• Marketing effectiveness

• Relevance to visitor’s interests

• Value per Visitor

Potential

• Does this marketing campaign/asset reach its potential?

• Is this a great opportunity for improvement?

Information To Act On…

MEASURE ENGAGEMENT


Which Campaigns are Most Effective?

Where and How Do We Spend Our Next Dollar?


Standard Approach • Code pasted on each page

• Aggregate data and calculate weights with custom formulas

Coremetrics • Insert custom code with value weight

• Service

Google Engagement Analytics • Insert code with a value weight

• Owner sends Form ID to Google; Google returns engagements

• Cost per month basis

Sitecore DMS • One click

• View results

• Pre-Integrated with Web Content Management System

Implementation Tips

SEEHIDDEN BEHAVIORS


Analyzing Regional Success

MEASURE ENGAGEMENT


Global Marketing Effectiveness

0

20000

40000

60000

80000

100000

120000

140000

160000Ja

n

Feb

Mar

Apr

May

Ju

n

Ju

l

Au

g

Se

p

Oct

No

v

De

c

Visits

Value

MEASURE ENGAGEMENT



PUT A NUMBER ON SOCIAL AND PR


Avoid This — By Measuring Social!



Unify Your Websites’ Business Goals With Your Social Media

Strategy

Engagement Value is ideal for Social

Measure and compare to other campaigns

Demonstrate Marketing Contribution to revenue

Social and PR

Influence on your Web Properties



Metrics / KPIs to Consider

• Owned and Paid Media

• Can Measure Engagement and ROI

Revenue

• Earned Media- more indirect in influence Advocacy

Reach

Soft ROI

Hard ROI


Metrics / KPIs to Consider

•Unique offers on social media and in the community hub

•Opt-in list growth (as applicable with community materials with original URLs)

•Sales leads (inbound calls and tied to community; spikes in calls around certain community activities)

•Customer pre-sales/post-sales touchpoints

•Social or sales referral

•Sales influence over time (holistic increase in leads, sales, calls over time)

Revenue

•Twitter sentiment

•Media share of voice

•Customer validation (mentions in media, profiles, council, speaking etc.)

•Social community conversation (comments, re-tweets, etc.)

Advocacy

•Measure social media followers

•Media coverage/ impressions

•Link tracking (unique links in comms. materials)

•SEO results / Web site traffic (evaluate motion metrics to determine the why)

•Blog impressions

•Event reach (leads, opt-ins, people in the room, etc.)

Reach

Soft ROI

Hard ROI


Executive Insight Dashboards









Harder to link to Engagement and your goals

Valuable for competitive comparisons

Measure for growth or decline in awareness

Monitor your brand

Social and PR

“Earned Media” and Reach



Monitoring Social



Many other Social Media

Tracking Options available…







Summary on Social

Owned and Paid –

Engagement and

ROI

Earned Media –

Understand where

you are with

external

monitoring

Source: Forrester




START MYTH BUSTING


Define your target prospects

Establish a consistent basis for all your communications with

them

How?

With Personas

Myth Busting

START MYTH BUSTING


Persona Method and How It Works

Personas focus your target audience

START MYTH BUSTING


Personas Are…

Personas are fictional characters

Marketing has been using them for years

START MYTH BUSTING


A Persona is An Abstraction…

The word "persona" comes from

the Greek word for the large masks

that early Greek actors would use

to portray their characters.

…but it should feel real

Persona should have enough

resemblance with the real

person to invoke empathy and

to provide enough insight

START MYTH BUSTING


Persona Centered:

Website design and personalization

Content authoring

Email, Event, and advertising campaigns

Social and PR focus

Persona Project Ultimate Outcomes

START MYTH BUSTING


Persona Implementation Tips

Interview your sales team, partners,

and customers

Internal workshop to analyze and create

Define and roll out

Test and Adjust

Resources:

The Essential Persona Lifecycle Tamara Adlin & John Pruitt

The User is Always Right Steve Mulder with Ziv Yarr

START MYTH BUSTING


Persona Development and Birth

Skeleton:

• Goals

• Needs

• Functional Role

Persona:

• Identifying attributes

• Product evaluation needs

• Persona story

• Make-real details

START MYTH BUSTING


Marketing Personas – Auto Example

Name Martina

Stephanie Dan Jerry

Type Environmental Activist Safety-Oriented Family

Nester

Exhibitionist and Thrill

Seeker

Practical provider

Auto

Goals Eco Friendly

Superior Gas Mileage

Unique personality of the

vehicle

Functionality

Value

Practicality

Performance

Modern

Eco-cool

Reliability

Mileage

Features

Value

Main

evaluation

interests /

needs

Professional Dealership

High integrity sales and

service

Brand known for eco

innovation

Local references

Convenient locations for

service

All upgrades available from

the same dealer

Technical Specifications

Strong online community of

performance-centric

customers

Hassle free test drives

Consumer Reviews

Convenient Service

options

START MYTH BUSTING


START MYTH BUSTING



Quickly categorize

START MYTH BUSTING


START MYTH BUSTING


START MYTH BUSTING


START MYTH BUSTING


START MYTH BUSTING


START MYTH BUSTING


START MYTH BUSTING



Personas uncover and define your prospects

Drive consistency globally

They scale

First key step in ‘Personalization’

With digital marketing technology, much easier to integrate

this across channel

Driving or influencing this success is impressive

Myth Busting Take Aways

START MYTH BUSTING


Summary

Pattern your methods

Think scalability

Find ways to:

Show ROI

Measure engagement

Discover hidden behaviors

Put a number on social

Bust myths with Personas


Questions & Answers

Questions: type your questions

in the chat window

Webinar recording & slides:

will be emailed to you within

48 hours after the event

Your feedback: we’d love your opinion on today’s

presentation! Please visit www.surveymonkey.com/showvalue

More educational resources: visit www.sitecore.net/resources for

white papers, eBooks, videos and more.

http://www.surveymonkey.com/showvalue

http://www.sitecore.net/resources

http://www.sitecore.net/resources

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