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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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0

2 5 8 9

14131110

17 21 22 24

4030 - ?

27

91

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