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The Vulnerable CMO: How to Thrive in the Digital Era

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We drive revenue. Not just clicks and traffic. / About Webmarketing123 Paid Search SEO Content Creation Website Design


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On the Agenda


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“There’s never been a more exciting time to be marketer.” - Overheard at a marketing conference near you. / Master the CMO Survival Guide


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Here’s what that really means… / Master the CMO Survival Guide There’s never been a more stressful time to be a marketer.


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1 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


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1 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


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2 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


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2 Today’s buyer is extremely complex. / Master the CMO Survival Guide B2B decision makers are younger and native to digital.


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2 Today’s buyer is extremely complex. / Master the CMO Survival Guide Cross-device fluency is key. 42% use mobile during the purchasing process.


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2 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.


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On the Agenda


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Measure the money metrics. / Finally Prove Marketing Revenue Marketers have a data problem.


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Here’s why you can’t afford to measure leads alone. Measure the money metrics. / Finally Prove Marketing Revenue


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Tie 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


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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.


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On the Agenda


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The 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.


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And, 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.


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Ace 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.


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1 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


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1 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


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Make 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


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2 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


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2 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.


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Align Sales & Marketing 3 Make the sales chief your new best friend. / Win the New Digital Path to Purchase


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Align 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


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Align 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.


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On the Agenda


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QUESTIONS? ASK AWAY!


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e: 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 Let’s Talk!


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