CRM, Marketing Automation, and a Million Other Ways You Can Boost Your Bottom Line as a Publisher*

Transcription

1 CRM, Marketing Automation, and a Million Other Ways You Can Boost Your Bottom Line as a Publisher* Jeanne Jennings Managing Director, Digital Marketing Digital Prism Advisors

2 Our Goal Increase Profitability

3 Four Strategies for Revenue Growth Create New Products for Existing Audiences Sell More Existing Products to Existing Audiences Develop New Products for New Audiences Sell Existing Products to New Audiences

4 Boost Your Bottom Line PEOPLE

5 Technology alone is not enough. It s technology married with the liberal arts, married with the humanities, that yields us the results that make our hearts sing. Steve Jobs Co-founder and CEO Apple Computer

6 Your Marketing Team Should be Excited About the Promise of Data, CRM and Marketing Automation

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8 Four Team Exercises Best Your Own Organization Additional Budget Additional Data New Products / Audiences

9 Boost Your Bottom Line DATA

10 Important, 25% Not Very Important, 2% The Importance of Data in Understanding the Customer Journey Source: Understanding the Customer Journey: More than Just Online, econsultancy with ResponseTap, April 2015 Critical, 73%

11 Rate Your Company s Ability to Act on Insights Provided by Data 50% 45% 43% 40% 35% 30% 29% 25% 20% 18% 15% 10% 5% 5% 5% 0% Excellent Good Okay Poor Very Poor Source: Understanding the Customer Journey: More than Just Online, econsultancy with ResponseTap, April 2015

12 Big data is about having an understanding of what your relationship is with the people who are most important to you and an awareness of the potential in that relationship. Joe Rospars Chief Digital Strategist, Obama for America

13 Big Data

14 Smart Data is the Information You Need to Build Relationships with Your Prospects and Customers that Motivate Them to Buy

15 4 Ways to Get Data Reported Observed Appended Extrapolated Source: Just Add Data to Boost Your and Digital Marketing Performance, Jeanne Jennings for ClickZ, May 11, 2015

16 Observed Data includes Website Browse Behavior Engagement Live Chat Discussions Social Media Posts Telephone Conversions And More

17 Boost Your Bottom Line CRM

18 We ve spent the last 30 years focusing on the T in IT, and we ll spend the next 30 years focusing on the I. Peter Drucker Considered The Founder of Modern Management

19 CRM is NOT just for the Sales Team! Source: The 20 Most Popular CRM Software [Infographic], Capterra, November 2015

20 Your CRM System Should Not Just Capture Data It Should Allow You to Analyze Data to Better Meet Audience Needs and Drive More Sales

21 For Example Modeling Relevance Recommend

22 Boost Your Bottom Line MARKETING AUTOMATION

23 The first rule of any technology used in a business is that automaton applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency. Bill Gates Co-Founder Microsoft

24 Marketing automation platforms streamline sales and marketing by replacing high-touch, repetitive manual processes with automated solutions. Source: Wikipedia, March 2016

25 Why Automation? 31.0% 52.1% Average Open Rate Business-as-Usual Messages 3.5% Triggered Messages 11.4% 68% Lift Average Click-through Rate Click-through Rate Triggered Messages 228% Lift Business-as-Usual Messages Source: 3Q Trends and Benchmarks, Epsilon, January 2016

26 Your Marketing Automation System Should be Simple to Use But Powerful Enough to Deliver Results

27 Marketing Automation Basic Sign-up Welcome Messages Social Media Posts Reminders (Events, Repurchase, etc.) How to Really Leverage It Standard Marketing Campaigns Renewal Campaigns Reactivation Campaigns Multi-channel Reporting Dashboards CMS Integration CRM Integration Data Lake Integration Website Analytics Integration

28 Prospect Persona Most Effective Marketing Efforts to Date What s Working for Others Automated Control Marketing Program Prospect Journey

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31 Boost Your Bottom Line ADDITIONAL RESOURCES

32 Additional Marketing Resources Free Dprism publishes a weekly newsletter to keep professionals informed on the digital economy to follow Digital to follow Jeanne Get more of Jeanne s take at More Effective Digital Marketing, her Blog and Newsletter Don t forget to give me your business card or me for your free copy of the team exercises we discussed!

33 Additional Marketing Resources Paid The premier marketing association, part of the DMA the annual conference is great! A private community for marketers; look for Jeanne s posts on the blog and join us for the conference in Las Vegas, May

34 CRM, Marketing Automation, and a Million Other Ways You Can Boost Your Bottom Line as a Publisher* Thanks for joining us! Questions? Jeanne Jennings Managing Director, Digital Marketing Digital Prism Advisors JJennings@dprism.com