Accelerate Revenue with

Lean Digital Strategy

Oct 17th, 2013

Paul Taylor

CEO

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Agenda

Since 2004, we’ve employed a

metrics-based approach to

converting online visibility into

measurable business results

1 The Modern CMO Challenge Tackling the New B2B Sales Funnel

2 Lean Tools for the Digital FrontierFueling Revenue with Lean Marketing

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ModernCMO Challenge

Image Source: Salesforce & Pardot, ‘The Modern Marketer’

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The Modern B2B Marketer

Part Artist Part Scientist Creative Content

Visual Media

Social Media

Email Marketing

Tracked Performance

Operations

Analytics

Return on Investment

All of this boils down to 2 MAJOR CMO Challenges:

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All of this boils down to 2 MAJOR CMO Challenges:

“2/3 of CMOs will be held accountable for ROIby 2015. But, HALF feel insufficiently prepared to provide hard numbers.”

- IBM 2013 CMO Study

Increasing ROI Accountability 1 CMOs are expected to pioneer digital with calculated certainty.

Increasing ROI Accountability

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All of this boils down to 2 MAJOR CMO Challenges:

1 CMOs are expected to pioneer digital with calculated certainty.

Proliferation of new digital channels magnifies the problem.

- Webmarketing123, 2013 State of Digital Marketing Report

1 in 4 marketers don’t know which

channel delivers the highest quality leads.

1 in 3 don’t know which channel generates

the most revenue.

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Then Now

Increasing Funnel Complexity2 Navigating the ‘hidden’ sales cycle of the new B2B buyer.

Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010

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Increasing Funnel Complexity2 Navigating the ‘hidden’ sales cycle of the new B2B buyer.

Buyers are moving 60%of the way through the sales funnel before they engage with sales reps.

Source: Corporate Executive Board, The Most Important Number in Marketing, Aug. 2011

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Increasing Funnel Complexity2 Navigating the ‘hidden’ sales cycle of the new B2B buyer.

Are you on their radar, especially in the EARLY stages of the sales cycle?

Contacts sales rep directly.

Google searches services.

Reads peer reviews.

Sees competitor display ads.

Discovers blog covering vendor differentiators.

That means nearly 2/3 of the customer journey is completed BEFORE they appear on your radar.

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So, What’s a Modern CMO to Do?

Build a data-driven digital marketing strategy that delivers with lean execution.

Here’s how to get started:

Image Source: Salesforce & Pardot,‘The Modern Marketer’

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Agenda

Since 2004, we’ve employed a

metrics-based approach to

converting online visibility into

measurable business results

1 The Modern CMO Challenge Tackling the New B2B Sales Funnel

2 Lean Tools for the Digital FrontierFueling Revenue with Lean Marketing

“Agencies that apply lean tools

get 33% Better Results.”

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Why all the hype about lean tools?

- Boston Consulting Group, ‘Cutting Complexity Adding Value’, May 2013.

Real Client Results

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Lean Digital Marketing enables

our clients to:

1 Get results 66% faster.

2 Cut cost per lead in half.

3 Experience 2X lead volume.

4 Gain $8 pipeline revenue for every $1 spent.

Case Study: $16B Manufacturing Company

Dominated offline market, but lacked cohesive onlinepresence and lead gen.

Decentralized BUs focused on vanity metrics.

Developed kaizens to implement programs and accelerate lead gen from search.

Standardized scorecards, benchmarks, & projections.

Lead 23 Operating Companies across 5 countries through 25+ Kaizen Workshops to accelerate global digital marketing lead gen growth.

Case Study: $16B Manufacturing Company

BOTTOM LINE: 38,000 Sales Leads Worldwide in 18 Months.

Case Study: Zenprise

Extremely competitive, mobile industry keywords.

Internal team lacked bandwidth. Needed to increase lead

volume.

Implement lean accelerator launch.

Set benchmarks w/ scorecard accountability.

Create decisive action plan.

Case Study: Zenprise

BOTTOM LINE: 8X Return on Search Investment

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Where does lean fit in?

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Accelerate the B2B sales funnel with

3 Steps:

1 Calculate your revenue opportunity from search.

2 Measure channel effectiveness with multi-touch

attribution.

3 Get better & faster results with the Lean Process.

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Calculate Search Opportunity1 Quantify Digital Marketing Opportunity in Terms of Dollars.

Example: “As a channel, search is worth nearly

$1.6 BILLION for us.”

- Raj Rao, 3M VP Global eTransformation

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Keywords Monthly Search Volume

Resource management 673,000

Portfolio management 207,000

Project management software 59,200

It governance 27,600

Software project management 15,700

Project management tools 14,800

It project management 12,100

Project management office 8,700

Project portfolio management 6,600

Total Monthly Searches 1,024,700

Monthly Cost of Not Ranking on these Keywords

Click Through Rate

(7%, page 1 average)71,729 new website visitors

Visitor to Lead Rate

(1-3%, B2B average)1,793 new leads

Raw Lead to Qualified Rate

(15%)269 new qualified leads

Lead to Sale Rate

(10%)27 new deals

Average sale price $100,000

$2,700,000 monthly revenue

Annual Cost of Not Ranking $32,400,000 annual revenue

A simple calculation can inform you how much revenue you are missing by not ranking on search engines for top keywords:

Cost of Not Ranking Formula

Calculate Search Opportunity1 Quantify Digital Marketing Opportunity in Terms of Dollars.

Cross Channel Attribution2 Streamline campaign optimization w/ multi-touch attribution.

Close the gap by tying SEO, SEM, & Social visitor data to won deals in CRM.

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Optimization

Feedback

Loop

Cross Channel Attribution2 Streamline campaign optimization w/ multi-touch attribution.

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Fuel Revenue with Lean Tools3 Applying traditional lean process to digital marketing.

Research,

Competitive Audit

and

Opportunity Analysis

Accelerator Launch Implementation Tracking & Adjustment

Research,

Competitive Audit

and

Opportunity Analysis

Reporting with

KPI Scorecard,

Attribution

and Optimization

KeywordsSelection and

Mapping

ContentBlog, Press Releases,

White Papers,

“How-To”, News

Inbound

Links

Social

Signals

Meta

ContentPage Titles, URL’s

Site

Architecture

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Fuel Revenue with Lean Tools3 Applying traditional lean process to digital marketing.

Kaizen Accelerator Workshop

1. Establish cross departmental commitment.

2. Detail accountability.

3. Complete all pre-launch tasks.

Accelerator Launch

Example Workshop Deliverable: Action Plan with Owners

Fuel Revenue with Lean Tools3 Applying traditional lean process to digital marketing.

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Fuel Revenue with Lean Tools3 Applying traditional lean process to digital marketing.

Execute on Action Plan

1. Launch SEO, SEM, & Social campaign components.

2. Optimize for continuous improvement based on scorecard benchmarks.

Implementation

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Fuel Revenue with Lean Tools3 Applying traditional lean process to digital marketing.

Scorecard AccountabilityMeasurement

1. Focus only on the best

leading metrics to

revenue.

2. Adjust with Root Cause

Counter Measure.

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Use Lean Tools to Realize

3 Key Takeaways:

1 Quantify your revenue opportunity from search to

inform your digital marketing strategy.

2 Measure channel effectiveness by revenue with

multi-touch attribution.

3 Get better & faster results w/ accelerated Lean

Process.

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Thank you!

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