Building Digital Ecosystems that Deliver

ROIAdam Higgins

MarTech Consultant

Agenda Define a Ecosystem Marketing Strategy Multi vs Omni Channel Marketing Buyer’s Journey Maximize Channels with Context Lead scoring Reporting Conversions and ROI on Marketing Activity

Define EcosystemHow do marketers leverage their digital channels?

What is an Ecosystem? A complex network or interconnected system Keywords

Network Interconnectivity

Marketing Technology Stack

Integrated Stack+Plus Connector bridging the network of marketing applications together to simplify the flow of buyer’s data for marketers.

AMSEMS

EmailEPC

Email

MA+Plus Connector +Plus Connector

Landing Page

CMS

State of Digital MarketingMarketing portfolio consist of dozen tools.With associations, email and social are widely used. There’s a lot of tools and you need software to track all the channels to keep your brand and voice consistent.

Tools in the Ecosystem

The Tools You Are Using• Email Marketing• Landing Pages• CMS• eCommerce System• Webinar System

What the Customer Sees and Does• Reading a Newsletter• Downloading eBook• Reading your Blog• Buying a Product• Attending a Webinar

Multi-Channel vs Omni-Channel Multi and Omni are Not the Same Two Different Schools of Thought Distinction is With the Strategy of Your Ecosystem

Multi-ChannelOne-way silo communication on each channel that causes inconsistency in tracking ROI and managing your overall voice.

Source: http://www.guided-selling.org/omni-channel-vs-multichannel-customer-experience/

Issues with Multi-ChannelThe strategy is operational and to broadcast communications through each channel independently.

• Doesn’t answer:• How is the ecosystem connected?• What if a buyer has multiple

touchpoints (they always do)?• How do we buy, implement and

measure each one?• Silo communication between

departments.

Omni-Channel Onmi-channel keeps the user at the center of the ecosystem and captures all touchpoints.

Source: http://www.guided-selling.org/omni-channel-vs-multichannel-customer-experience/

Benefits with Omni-ChannelStrategy is buyer-centric and creates a two-way communication between you and the buyer.

• Answers• Ecosystem connects through all

software application and channels• Buyers journeys tracked regardless

of the channel• Measure each channels

performance• Communications have a consistent

voice.

“56% of all customer interactions happen during a multi-event, multi-channel journey”Research by McKinsey & CompanyDigital Relevance, Ardath Albee

Buyer’s JourneyHow do we track multiple touchpoints? What systems need to be in place?

Marketing’s RoleMarketing’s role is to generate activity and leads to generate sales.

More importantly provide a consistent voice across all channels.

1. Create Contextual Content for the Audience

2. Attract the Right Audience

3. Generate User Impulses to React

ContextLook for opportunities where personalization is more than “Hello <First Name>”:

• Purchased more than 2 products in the last 6 months?• Registered as an early-

bird for the past 3 years?• Upcoming membership

renewal?

The Buyer’s Journey is Not Linear There are Several Touchpoints Before the Buyer

Purchases Marketing Automation Programs Tracks the Touchpoints Trigger Contextual Content Based on the Touchpoints Context Drives the Purchase Marketing Automation Provides ROI on Activity

Buyers view 8 content assets on average during their buying processIDG Customer Engagement StudyDigital Relevance, Ardath Albee

Buyer’s JourneySEOImagine I do a search for fundraising advice and tips. Fundraising advice and tips

Buyer’s JourneyBlogI stumble upon a couple articles on your website.Great articles and get good insight.I subscribe to the newsletter.Then, I went about my day to meetings, responding to emails, and work.

Enter email…

SUBSCRIBE

Buyer’s JourneyRe-Targeting AdsAt lunch, I go onto YouTube. While watching a video, I see an ad for “200 Ideas: Raising Revenue". I click the ad, and view the product detail.

Looks like its exactly what I need at the moment. But I jump back to YouTube to finish watching the video.

Buyer’s JourneyEmailAn hour later, I get an email "Fundraising Resources for You". In the email, is a coupon for “200 Ideas: Raising Revenue".

I click the link, and purchase the book.

Track the Buyer’s Journey1. Searched Google2. Read Blogs3. Subscribe to Newsletter4. Clicked Ad5. Read Email6. Click CTA in Email7. Viewed Product Page

7. Added Product to Cart8. Viewed Payment Form9. Submitted Payment Form10.Viewed Confirmation Page11.Lead Converted to

Customer

Life of the LeadCapture all touchpoints throughout the life of the lead that converts the lead to a customer.

Buyer’s JourneyTraffic SourceMarketing automation platform attributes the source of the lead to the search engine.

Fundraising advice and tips

Buyer’s JourneyPage ViewsMarketing automation platform tracks each page visit.Tracking script on the website sends information to marketing automation platform

Enter email…

SUBSCRIBE

Buyer’s JourneyLead CaptureMarketing automation captures the email address.Marketing automation attributes the email address to previous anonymous browsing history to the now known lead.Lead scoring happens to the lead based on demographics from the AMS and recent activity

Enter email…

SUBSCRIBE

Buyer’s JourneyAd TrackingGoogle tag manager delivers contextual ads based on the user browsing history on your website.The page view attributes the ad as the source.Marketer sees ad click history in marketing automation platform

Buyer’s JourneyEmailMarketing automation triggers a email based on the leads score, browsing history and probability to purchase.The email produces dynamic content based on browsing history.Call to Action is dynamic to the previous visited URL.

Lead ScoringHow do you use the touchpoints to find high valued leads?

Organizations using lead scoring experience a 77% increase in lead generation ROISharpSpring

Score TouchpointsAttribute Each Touchpoint to a Weighted Scoring System.

Profiling LeadsSee leads score across touchpoints and demographics.

On the Bell CurveFind your Highly Engaged and Least Engaged for Predictive Analytics.

Score the Buyer’s Journey1. Searched Google2. Read Blogs3. Subscribe to Newsletter4. Clicked Ad5. Read Email6. Click CTA in Email7. Viewed Product Page

0+ 10+ 50+ 80+ 10+ 30+ 10

Score the Buyer’s Journey7. Added Product to Cart8. Viewed Payment Form9. Submitted Payment Form10.Viewed Confirmation Page11.Lead Converted to

Customer

+ 20+ 30+ 150

ReportingHow to attribute marketing activity to the revenue generated?

Get Past the Vanity Metrics

Vanity• Open• Clicks• Page Views (Hits)

Insights• Conversion Rate• Campaign Revenue• ROI

State of Digital MarketingPage views, clicks and opens demonstrate activity.Vs.Conversion and ROI align with revenue, and demonstrate real value of your activity.

Vanity Metrics

ROI

Campaign InsightsCampaigns is Omni-channel and encompasses all touchpoints.

Attribute revenue to sources and touchpoints.

Attribute Revenue from EmailGoing beyond the click, and determine if the email generated revenue.

• Email Campaign Generated $1400.• Email Types of Fundraising

Generated $20,000 over the last Year

Campaigns Align with GoalsAttribute campaigns to organization and departments goals

Organization Goal• Grow Products Sales by

5% in the next Year

Questions