Top 10 Mistakes CMOs Will Make in 2013 - webinar

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Mike Turner Director, Bus. Dev.

Top 10 Mistakes CMOs Will Make in 2013

Paul Taylor CEO

1/15/2013


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1.  Underestimating the Value of Organic Search 2.  Not Making Content a Top Priority 3.  Measuring Success in Terms of Leads Instead of Revenue 4.  Chasing the Latest Shiny Object Before Mastering the Fundamentals 5.  Ignoring Digital in Emerging Markets 6.  Not Having a Social Media Strategy in Place 7.  Investing in Pricey Marketing Tools without a Strong Lead Generation

Program 8.  Not Knowing When to Keep In-House and When to Get Help 9.  Losing Sight of Key Metrics Due to Data Overload 10.  Tabling Mobile Optimization for Later

Top 10 Mistakes CMOs Will Make in 2013


Underestimating the Value of Organic Search Mistake #1

Your prospects are searching for you.

Every missed search equals a lost opportunity and a consequential win for SEO savvy competitors.

Due to the proliferation of online resources, B2B buyers get as far as 70% of the way through their purchase decision before contacting a sales representative

Searched Visited Site

Read Reviews Checked Pricing

ENGAGED! …!nally.


Underestimating the Value of Organic Search Mistake #1

Understand the amount of missed revenue by calculating the Cost of Not Ranking on Page 1:

Have you identified your company's cost of not owning the web?


Not Making Content a Top Priority Mistake #2

Your website and content should function as a virtual sales force. Educate your consumers at all stages of the buying cycle §  Insightful whitepapers, interesting

webinars, and breaking-news blog posts, etc.

B2B companies with an active content curation strategy generate 67% more leads per month than those who do not. (Hubspot, socialmediab2b.com)

Searched Visited Site

Read Reviews Checked Pricing

ENGAGED! …!nally.


If you are measuring success solely by leads generated, you have a limited understanding of what’s driving revenue.

Which channels, campaigns, or SEO keywords generate the most revenue for your business? Know which themes are working and you can optimize your total marketing mix.

Measuring Success in Terms of Leads instead of Revenue Mistake #3

In order to measure which campaigns generate revenue, set-up your CRM system so that you can track closed deals back to the campaigns that influenced them. Then, you can start allocating your marketing dollars most effectively.


ü  Do you own the search rankings for all relevant keywords?

ü  At what % are you converting website visitors into

new leads? If it’s less than 1%, you have a problem.

ü  Is your website set-up for easy lead acquisition or do visitors have to search for your call-to-action?

Chasing the Latest Shiny Object Before Mastering the Fundamentals

Mistake #4

1) Where am I?

2) What can I do here?

3) Why should I do it?

Answer #1 and #2 in first 7 seconds. After that, every element

of page must answer #3.

Your site must answer the following visitor questions:


If you have distribution in place, digital marketing is an easy, quick, cost-effective way to ramp up demand and fill your emerging market sales pipeline. Emerging markets’ GDP is growing 3 percent faster than the North American GDP, and is expected to contribute two-thirds of the global GDP by 2030.

Make sure to localize content and marketing to the new demographic.

Ignoring Digital in Emerging Markets Mistake #5

For a B2B Fortune 500 Multinational, we generated 21,000+ leads across 3 countries (China, India, and Brazil), 5 operating companies, 20 business units in just 6 months.


81% said posts by friends have directly influenced their purchase decisions. (Wildfire)

80% of Marketers have generated leads or sales from Social Media (2012 State of Digital Marketing Report)

Not Having a Social Media Strategy in Place Mistake #6

Prospects are using Social Media to get information about your company. How are you engaging with them?

Don’t stop at simply having a social media page. Make sure you’re empowering your fans and followers with relevant and shareable content.

Don’t leave social media to the interns.


Don’t put the cart before the horse. Before you invest in a costly marketing automation system, make sure you optimize your lead generation. (Can’t nurture leads you do not have)

Be patient. Digital lead gen programs take time to build and often require fine-tuning in order to achieve optimal results.

Investing in Pricey Marketing Tools without a Strong Lead Gen Program

Mistake #7

Consult with an expert to ensure optimum lead gen performance before splurging on the best automation tool on the market.


Not Knowing When to Keep In-House and When to Get Help

Mistake #8

•  Lead generation •  SEO •  PPC •  website design •  social media •  PR •  content creation •  and more

Your marketing team has a lot on its plate.

Your team may not have the specialized skills or the time needed to accomplish it all effectively, and you may not have the budget to hire more in-house staff.

Before you go with any agency partner, ensure the potential revenue generated is significant enough to warrant the cost. The goal of outsourcing is to move the needle, not to simply scale the marketing machine.


ü  Establish goals ü  Assign benchmarks for each KPI ü  Delegate ownership accordingly ü  Track these metrics over time to view trend lines and make

adjustments frequently

Before you decide to measure anything, make sure the metric is meaningful, and that you can take action based on the intelligence.

Losing Sight of Key Metrics Due To Data Overload

Mistake #9

Scorecards give you more visibility into and control over your campaigns.


‘The fourth screen’ has gone mainstream with 1 in 4 smartphone owners also using tablets (comScore) Mobile traffic as a percentage of total website traffic doubled from 10% to roughly 20% from Q4 2011 to Q4 2012 (BlueTrain Mobile) Mobile commerce to jump from $3 billion in 2010 to $31 billion in 2016. Yet only 23% of B2B marketers consider mobile search as “important” (B2B Magazine)

Tabling Mobile Optimization for Later Mistake #10

An Inside Look:

One of our clients experienced a 808% increase in Mobile Traffic (MOM, December 2010-2012)


Key Takeaways

1.  Understand the amount of missed revenue by calculating the Cost of Not Ranking on Page 1

2.  Make content a top priority and ensure you’re targeting prospects at all stages of the buying cycle

3.  Measure success in terms of the revenue generated, not just leads

4.  Ensure your website is optimized for search and visitors before chasing the latest shiny object

5.  Don’t overlook the valuable role digital marketing can play in emerging markets

6.  Audit your social media presence and ensure you’re using it most effectively

7.  Make sure you establish a lead gen program before investing in costly tools

8. Evaluate your team’s workload and identify potential opportunities for improvement

9. Make sure you identify, measure key metrics and monitor with a KPI scorecard

10. Get ahead of the curve. Optimize for mobile now


Thank you!

Download the 2012 State of Digital Marketing Report Visit the “Insights” page of our website Get a Consultation. Email: seo@webmarketing123 Talk to a digital marketing expert about your: ü  SEO/PPC/Social Media Marketing ü  Measurement/Analytics Approach ü  Lead Gen Effectiveness

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Top 10 Mistakes CMOs Will Make in 2013 - webinar