Planning and launching Digital

Marketing campaigns

Presented by Steve Gold

2

The Foundation

Search(Search Engine Optimization,

Paid Search)

Social(Facebook, YouTube, Twitter,

Integration)

Traditional and Digital Media

(Planning, Banners, Advertising, Print, Sponsorships, Direct Mail,

Email, Retargeting)

Tech/Creative(Websites, Applications, Landing

Pages, CRM, Marketing Automation)

Marketing Strategy &

Metrics

3

The Traditional & Digital Lines Are Blurring

Search Engine

Optimization

Paid Search Management

Online Media

Social MediaCreative, Website

Development

Email, Marketing

Automation

Integrated

Analyisis

Direct

Marketing

4

OptimizeTrack, Report and Respond

Search Engine Marketing

Organic

Paid

Online PR/Linking

Online Media

Sponsorships

Banner Campaigns

Product Listings

White Paper Syndication

Social Media

Social Networks

Content Channels

Blogs

Dir. Marketing & Media

• Mail/Email

• ATL Advertising

• Print

Drive

Call Center

Site NetworkMain and Mini Sites

Landing PagesData CaptureApplications and Incentives

Capture

SalesMaterials

DatabaseMarketing Automation/Nurture

CRM/LeadDatabase

Telemarketing

eAlerts

Social/Viral

Direct Mail

SalesTeam

Convert

5

The Trick is to Always be Asking…

What is the next step in escalating a

prospect through the sales process?

“And Then What?”

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And Then What…

User sees a keyword ad with an offer and clicks

Users arrives on a targeted landing page with form and coupon

Set tracking and retargeting cookies

Google Analytics, Dart, Google Network Retargeting, Eloqua

User fills out data capture form

System kicks out personalized auto-reply email with coupon

User presented with additional offers

User also present with more engagement options

Engaging video, relevant links, more materials, etc.

User is encouraged to share the report via Facebook, Twitter, email or other means

Consumer data is sent into Eloqua for lead scoring and future marketing

automation

Online and retail sales are tracked and reported for ROI and campaign

optimization

Future promotions and offers are sent to consumer via marketing automation

platform

7

The Brand Embrace is….

Sum Total of Customer Connections

Customer

Email

Facebook

Twitter

LinkedInRetargeting

Snail Mail

Marketing Automation

Site

Engagement

8

Multi-Level Message Development

• Big idea

• Universally appealing

• Instantly understood

• Portable across all marketing and advertising

Brand Messaging

• Accommodate the target, the time and medium

• Communicate benefits and offers

• Encourage action now

Campaign Messaging • Hyper-targeted and

personalized

• Escalate the sales process

• Encourage real dialogue

Nurture Messaging

9

Access the Critical Moment Where

Targeting & Timing Intersect

High conversion rates:

The Critical Moment is when a

customer or prospect is actively

seeking your offerings or

information about your offerings

Branding value:

Creates extremely meaningful

brand impressions and drives

valuable brand interactions when

consumers are most receptive to

your marketing messages

Critical Moment

Tim

ing

Targeting

10

Purpose Driven Creative

Instantly resonates

Meaningful messaging that seems familiar

Leverage what people need

Leverage what people already know

Encourage action

Don’t just look good

Facilitate the user’s online objectives

Encourage the marketer’s desired outcomes

11

Convert Inbound Traffic to Outbound Nurture

OBTM

12

A Few Marketing Automation and CRM Platforms

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Nurture ROI Optimization

Assumptions: average customer value $2,000 per year

Evaluate all nurture steps and assets at funnel escalation conversion

points including:

Scoring and segmenting, pain-point and messaging, content and offers

Email, site calls to action, call scripts, direct mail

User flow, timing, frequency and cadence

Improvement Form Lead CVR Opps. CVR Sales RevenueRenewal

Rate 2 Year Revenue Inc. Rev.%

Increase

Benchmark 30,000 40.00% 12,000 25% 3000 $6,000,000 60% $9,600,000 N/A N/A

10% Improvement 30,000 44.00% 13,200 28% 3630 $7,260,000 66% $12,051,600 $2,451,600 26%

20% Improvement 30,000 48.00% 14,400 30.00% 4320 $8,640,000 72% $14,860,800 $5,260,800 55%

30% Improvement 30,000 52.00% 15,600 32.50% 5070 $10,140,000 78% $18,049,200 $8,449,200 88%

14

Quick Start Nurture Campaigns: Triggers

Segment

- Persona/Pain

- Score/Stage

- Vertical/Horizontal

- Product/Service

- Geography

Create

- Sequence/Plan

- Msg./Offers

- Emails/CTAs

- Landing Pages

- Call Scripts/DM

Launch

- Implement

- QC

- Train

- Track/Report

- Optimize

Triggers

- Form Fill

- Asset Download

- Return Visitor

- Manual

- Drumbeat

15

Triggered Events / Marketing Automation Components

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Nurture Track: High Value Customer or Prospect

1 time track only, local, high touch offers encouraging face to

face

If prospect schedules meeting then outbound nurture ends

If prospect engages with content and triggers CRM alert then

sales rep may call

If prospect doesn’t engage in 60 days then transfer to

drumbeat nurture track

Site CTA and CRM alerts stay active as long as possible to

append and score

Retargeting media nurture live for 120 days or more

660 Days

Intro Intro

PresCase

Asset

Free

Assess

Free

AssessIncentive

Offer 1

Webinar

Video

Award

Offer

Saving

Offer

Relevant

Incentive 1Sales Rep

Call or Email

Outbound

Nurture

Website

Nurture

Media

Nurture

Banner A Banner B Banner C Banner D Banner E Banner F

Relevant I

Incentive 2

Relevant

Award 1

Relevant

Award 2

17

Retargeting Brand Embrace

18

Retargeting Brand Embrace (community of customers & prospects)

19

Track what

matters!

20

Digital and Direct Marketing Call Tracking

21

Data Escalation and Enterprise Wide Optimization

SEM

SEO

Online

Media

Offline:

• Print

• DM

• Broadcast