How To Improve Your Business

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5 7: Lifetime Customers

6 Technology Categories Page 6

7 Marketing is Struggling CEO is unhappy with Marketing Inestment, fails to see ROI CMO is tired of reinesting in technology CFO is tired of the oerhaul CIO is tired of retraining his/her staff Page 7

8 CEO Perception of Marketers 72% of CEOs think marketers are always asking for more money, but can rarely explain how much incremental business this money will generate. 70% think marketers bombard their stakeholders with marketing data that hardly relate to or mean anything for the company s P&L. 67% think that, unlike CFOs and Sales Forces, [marketers] don t think enough like business people: they focus too much on the creatie, arty and fluffy side of marketing and not enough on its business science, and rely too much on their ad agencies to come up with the next big idea. Page 8

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10 Marketers opinion of data 78% say their use of data has positiely impacted conersion rates and sales, although most are unsure by how much 71% say they re better able to delier more releant messaging to more finely segmented audiences 68% report and increase in clicks and traffic, with 21% claiming a 5-10% increase 63% claim an increase in media buying efficiency, with about one-third saying that data dries more than a 10% increase *BlueKai Surey of 133 executies on Data-Drien Marketing Page 10

11 ROI Imagine if you could spend $1 and know it will generate $100 in Sales Goals What are your 2013 Marketing Goals? What Insights do you need to drie these goals? What data do you need to inform these Insights? What data sources power this data? Insights Data Goals drien by Data = Insights Test & Measure Data Sources Page 11

12 Associate Marketing Actiity to Sales Iteratie Refinement Score Digital users: 1. Personas 2. Place in the Sales Funnel 3. Likelihood to Purchase Compare to Sales 1. Sales / Buyer Scores / Result Result: 1. Right Algorithm More Marketing 2. Wrong Algorithm Fix it 3. Wrong Marketing Fix it User Sales Buyer Score User 1 $$ 15 XX Wrong Marketing & Wrong Algorithm Fix Strategic Objecties Result Page 12

13 Common Mistakes Failure to execute on the Fundamentals Poor infrastructure for data collection & platform integration points Failure to engage with customers cross-channel with messages releant to that channel Poor focus on strategic Marketing Goals Execution, Execution, Execution Page 13

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15 What is Digital Maturity? As your organization and marketing maturity eoles so will your processes, conersion rate, rebuy, aerage order size. Walking our clients through this maturity model we are able to accomplish measurable results. Page 15

16 Customers at DMM 1 Brochure Look we hae a website! Web Presence Marketing is used, but only in mass mailing Extremely limited iew of basic Site Analytics, Customer Interactions, Customer Voice and Conersion Metrics Page 16

17 Customers at DMM 4 Intelligent Web Presence: Understand isitor behaior through Profiling and Personas Proficient use of Web Testing to Optimize Conersions & Experience KPI s tied to Strategic Objecties and measured towards specific Marketing Objecties Still a manual Engagement Marketing Process Little to no Marketing Automation Early stage personalization Page 17

18 Customers at DMM 7 Predictie Analytics, Data- Drien Marketing Decisions Agile Personalization Marketing cross-channel to indiidual users Automated Reactionary, Preentatie & Predictie Content Marketing Capabilities Clear Customer Centric Strategy Page 18

19 Transform Automate Page 19

20 Moing through the funnel Page 20

21 Marketing Funnel Architecture $ Page 21

22 Execute the Fundamentals Internet Landing Page Goal Traffic: Organic Direct etc. CTA Page 22

23 Maturity Leel ROI Initiate - Radiate - Align Optimize - Automate Page 23

24 Our Assessments hae shown Page 24

25 Total Potential Market Current State of Sales Obstructions (Competition, Sentiment, Lack of Education, etc) Sales & Marketing Funnel Page 25

26 Total Potential Market EDUCATION Sales Through Education Obstructions (Competition, Sentiment, Lack of Education, etc) Sales & Marketing Funnel Page 26

27 Optimize Analytics on Website Assess current GA implementation Setup GA Infrastructure to properly capture user behaior Configure GA for proper campaign tracking Build Analytics strategy for capturing releant data to drie Marketing Decisions Install Analytics on all brand digital properties (Web, Apps, Portal, etc) Page 27

28 Optimize Lead Forms Assess current lead and conersation rates on brand campaigns Use Lead Generation best practices for User- Experience and design Increase leads and conersion rates through form optimization Build scalable lead gen strategy for brand and ultimately GC as a whole Use CRM/Lead Gen best practices to optimize CRM for data storage Page 28

29 Marketing Strategy Assess current brand Marketing Initiaties Assess current user segments and personas against digital strategy Ealuate 2013 Marketing Goals & current Content creation strategy Deelop a plan for a customer centric marketing strategy that would include Sae Strategies, Drip Automation and Content Marketing focused on Sales through Education Page 29

30 SEO/SEM Walk Run Crawl Page 30

31 Master the basics Maximize conersions of your current traffic Take adantage of ; single messages, automation, & blasts Create content releant to your audience Until you are doing the aboe extremely well stop chasing the shiny objects. Social, Mobile, PayPerClick, etc Page 31

32 @ArkeSystems In/arkechris arke.com Page 32