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The Vulnerable CMO: How to Thrive in the Digital Era презентация
Содержание
- 2. We drive revenue. Not just clicks and
- 3. On the Agenda
- 4. “There’s never been a more exciting time
- 5. Here’s what that really means… / Master
- 6. 1 CMOs are in the C-Suite hot
- 7. 1 CMOs are in the C-Suite hot
- 8. 2 Today’s buyer is extremely complex. Before,
- 9. 2 Today’s buyer is extremely complex. /
- 10. 2 Today’s buyer is extremely complex. /
- 11. 2 Today’s buyer is extremely complex. /
- 12. On the Agenda
- 13. Measure the money metrics. /
- 14. Here’s why you can’t afford to measure
- 15. Tie digital performance to revenue.
- 16. With closed-loop reporting you can attribute
- 17. On the Agenda
- 18. The linear funnel is obsolete. / Win
- 19. And, your best bet is search. /
- 20. Ace inbound with smart SEO. 1 /
- 21. 1 Awareness Evaluation Purchase Educate prospects on
- 22. 1 Capture the right leads and direct
- 23. Make a team to-do list based on
- 24. 2 Use inbound success to guide outbound.
- 25. 2 Use inbound success to guide outbound.
- 26. Align Sales & Marketing 3 Make the
- 27. Align Sales & Marketing 3
- 28. Align Sales & Marketing 3 By 2017,
- 29. On the Agenda
- 30. QUESTIONS? ASK AWAY!
- 31. e: results@webmarketing123.com t: 800. 619. 1570
We drive revenue.
Not just clicks and traffic. / About Webmarketing123 Paid Search SEO Content Creation Website Design
Слайд 2We drive revenue.
Not just clicks and traffic.
/ About Webmarketing123
Paid
Search
SEO
Content Creation
Website
Design
Слайд 4“There’s never been a more exciting time to be marketer.”
- Overheard
at a marketing conference near you.
/ Master the CMO Survival Guide
Слайд 5Here’s what that really means…
/ Master the CMO Survival Guide
There’s never
been a more stressful time to be a marketer.
Слайд 61
CMOs are in the C-Suite hot seat.
80% of CEOs don’t believe
marketing chiefs add value to the business.
Fournaise Marketing Group
90% of the same CEOs value the work of CFOs and CIOs.
/ Master the CMO Survival Guide
Слайд 71
CMOs are in the C-Suite hot seat.
Just 26% of marketers are
capable of determining their impact on the business.
VisionEdge Marketing
& ITSMA
/ Master the CMO Survival Guide
Слайд 82
Today’s buyer is extremely complex.
Before,
Now,
prospects needed to talk to sales.
the last
thing they do is talk to sales.
67% of the new buyer’s journey happens online.
Source: SiriusDecsions
/ Master the CMO Survival Guide
Слайд 92
Today’s buyer is extremely complex.
/ Master the CMO Survival Guide
B2B decision
makers are younger and native to digital.
Слайд 102
Today’s buyer is extremely complex.
/ Master the CMO Survival Guide
Cross-device fluency
is key. 42% use mobile during the purchasing process.
Слайд 112
Today’s buyer is extremely complex.
/ Master the CMO Survival Guide
On average,
B2B buyers do 12 searches before engaging on a brand’s site.
Слайд 14Here’s why you can’t afford to measure leads alone.
Measure the money
metrics.
/ Finally Prove Marketing Revenue
Слайд 15Tie digital performance to revenue.
We get it. That’s often easier said
than done.
Let’s say Suzie searches for “marketing automation software”.
Google serves an organic listing for your site linking to your latest eBook.
Suzie clicks on the link, but then decides to go to lunch.
While she’s at lunch, browsing the NY Times on her phone, she sees a display ad for your eBook.
Suzie clicks on the ad and downloads the eBook.
Sales gives Suzie a call a few hours later, and sets up a demo appointment.
A month later Suzie buys your software!
/ Finally Prove Marketing Revenue
Слайд 16
With closed-loop reporting you can attribute credit properly within your CRM.
Suzie
Smith
First touch source: Organic Search
First touch page: /eBook/marketing-automation
Last touch source: Paid Search
Last touch page: /eBook/marketing-automation
Revenue commitment: $100,000
/ Finally Prove Marketing Revenue
Tie digital performance to revenue.
Слайд 18The linear funnel is obsolete.
/ Win the New Digital Path to
Purchase
Email
Social
SEO
SEM
Awareness
Evaluation
Purchase
It’s essential to be first in influencing the always-on, B2B buyer.
Слайд 19And, your best bet is search.
/ Win the New Digital Path
to Purchase
71% of B2B buyer research begins with a search engine.
Source: Google/Miller Brown, B2B Path to Purchase Study, 2014.
Слайд 20Ace inbound with smart SEO.
1
/ Win the New Digital Path to
Purchase
Acquire leads.
Nurture leads.
Sell leads..
Effective content is the backbone of modern SEO.
Слайд 211
Awareness
Evaluation
Purchase
Educate prospects on the value of your product & foster thought
leadership.
Build the business case for why the prospect needs to invest in your product or service.
Give the prospect a reason to choose you over your competitors.
“The Definitive Guide to Display Advertising”
“Why our Strategy is Better than the Other Guys”
“How to Close More Deals via Digital Demand Gen”
Repurpose Content
Segment & Nurture
Get Sales Involved!
Create and optimize content for each stage of the buyer’s journey.
Ace inbound with smart SEO.
/ Win the New Digital Path to Purchase
Слайд 221
Capture the right leads and direct them to your most relevant
landing page.
You must have a keyword mapping doc!
Ace inbound with smart SEO.
/ Win the New Digital Path to Purchase
Слайд 23Make a team to-do list based on the following questions:
1
Do we
have a target keyword list? When’s the last time it was updated?
2
How are we doing compared to our competitors?
3
Have we segmented keywords by stage of the buyer’s journey? Do we have content/offers to match?
4
Is there an opportunity to convert on every page of our website?
1
Ace inbound with smart SEO.
/ Win the New Digital Path to Purchase
Слайд 242
Use inbound success to guide outbound.
Use top converting organic keywords
and content to amplify results.
Source: SEER Interactive
Ad CTR rises from 5.66% to 18%.
Organic CTR rises from 6% to 38%.
/ Win the New Digital Path to Purchase
Слайд 252
Use inbound success to guide outbound.
Retarget prospects to accelerate the
path to purchase.
/ Win the New Digital Path to Purchase
Source: Wishpond
Example retargeting ad from Freshdesk. This was shown to a prospect that landed on their free demo page and left without signing up.
Слайд 26Align Sales & Marketing
3
Make the sales chief your new best friend.
/
Win the New Digital Path to Purchase
Слайд 27Align Sales & Marketing
3
Email
Social
SEO
SEM
Awareness
Evaluation
Purchase
BU acquires Marketing Qualified Lead via form fill
out.
BU determines lead as Sales Qualified.
BU qualifies the lead for direct follow up or forwards to field sales.
Field sales calls directly or sends the lead to distributor.
Over half of highly effective marketers have marketing automation in place.
Source: Webmarketing123; 2015 State of Digital Marketing Survey
/ Win the New Digital Path to Purchase
Слайд 28Align Sales & Marketing
3
By 2017, Gartner predicts the CMO will spend
more on IT than the CIO.
Source: Gartner; By 2017 the CMO Will Spend More on IT Than the CIO, 2012.
/ Win the New Digital Path to Purchase
Over 60% of marketers use 5 or more tools for just one campaign.
Source: Marketing Pilgrim, 2012.
Слайд 31e: results@webmarketing123.com
t: 800. 619. 1570
Get a custom search assessment from our
team!
Sign up today and we’ll cover:
Where you rank in relation to competitors
Measure revenue opportunity from Search
What you can do to accelerate results now
Mike Turner, Webmarketing123
Director of Business Development
Thanks!
results@webmarketing123.com
800. 619. 1570
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