Modern Marketing Maturity Model

Transcription

1 @annroskey BOSTON

2 Modern Marketing Maturity Model What s your level? Ann Roskey Sr. Marketing Strategist

3 3

4 5 Tenets of Modern Marketing Targeting Engagement Conversion Analysis Marketing Technology

5 B2B MODERN MARKETING MATURITY MODEL TARGETING ENGAGEMENT CONVERSION ANALYTICS TECHNOLOGY LEVEL 2 LEVEL 3 LEVEL 4 LEVEL 5 1:1 Granular Behavioral Demographic Right Time, Message & Channel Con;nuous Conversa;on Dynamic Personalized Content Logic Driven Funnel Mastery Funnel Fluidity Funnel Alignment Lead Qualifica;on Revenue Predictability One View of the Truth Data Driven Decisions Marke;ng Dashboards Systems Unifica;on Scalability & Data Warehouse Diverse Connec;vity Automated Campaign & Lead Management LEVEL 1 Impersonal Batch and Blast Lead Dumping Basic Metrics Engine

6 The Path to the Maturity MARKETING M5

7 Win a Mini Maturity Assessment GAME: What s the Customers Maturity Level? 7

8 Success Factors Transformation requires change in people, process and technology Engagement Conversion Analytics Targeting Technology People Process Technology 8

9 Targeting Level 1 IMPERSONAL Technical limitations Ad hoc s to everyone No understanding of interest Granular 1:1 Behavioral Demographic Impersonal 9

10 Targeting Level 2 DEMOGRAPHIC Broad segments Standardized forms Few data standards Granular 1:1 Behavioral Demographic Impersonal 10

11 Targeting Level 3 BEHAVIORAL Segments accessible Segment by data + behavior Defined personas Granular 1:1 Behavioral Demographic Impersonal 11

12 Targeting Level 4 GRANULAR MVPs identified Multiple data sources Internal + external Granular 1:1 Behavioral Demographic Impersonal 12

13 Targeting Level 5 1:1 Unique needs identifiable Real time segmentation Unified digital experience Granular 1:1 Behavioral Demographic Impersonal 13

14 Targeting Story What level is this company? Welcome, Ann Segment$by$Spend A B C D E Total $$$$$$$$$$$ 7,888 $$$$$$$$$$ 6,546 $$$$$$$$$$ 9,090 $$$$$$$$$$ 5,289 $$$$$$$$$$ 4,328 $$$$$ 33,141 $$$$$$$$$$$ 7,333 $$$$$$$$$$ 5,462 $$$$$$$$$$ 8,261 $$$$$$$$$$ 2,342 $$$$$$$$$$ 6,538 $$$$$ 29,936 $$$$$$$$$$$ 2,444 $$$$$$$$$$ 2,089 $$$$$$$$$$ 3,356 $$$$$$$$$$ 6,542 $$$$$$$$$$ 3,567 $$$$$ 17,998 $$$$$$$$$$$ 1,262 $$$$$$$$$$ 1,800 $$$$$$$$$$ 2,345 $$$$$$$$$$ 1,854 $$$$$$$$$$ 8,997 $$$$$ 16,258 $$$$$$$$$$$ 2,367 $$$$$$$$$$ 3,265 $$$$$$$$$$ 1,826 $$$$$$$$$$ 1,245 $$$$$$$$$$ 1,345 $$$$$ 10,048 $$$$$$$$$ 21,294 $$$$$$$$ 19,162 $$$$$$$$ 24,878 $$$$$$$$ 17,272 $$$$$$$$ 24,775 $$ 107,381 Tier%1 % 19, % Tier%2 % 32, % Tier%3 % 46, % 14

15 Targeting Level 4: Granular Customer behavior patterns are understood Multiple data sources are used for segmentation and personalization Segments are optimized Customer understands linkage between data and revenue generation Social not part of the strategy yet 15

16 Engagement Level 1 BATCH & BLAST One message, one channel for all Product focused communications No frequency management Continuous Conversation Right Time, Message & Channel Logic Driven Personalized Dynamic Content Batch & Blast 16

17 Engagement Level 2 LOGIC DRIVEN Campaigns are automated Time sequencing in place Understand need for different messaging Continuous Conversation Right Time, Message & Channel Logic Driven Personalized Dynamic Content Batch & Blast 17

18 Engagement Level 3 PERSONALIZED DYNAMIC CONTENT Customer Journey mapped out Personas used for messaging Data + behavior drive experience Continuous Conversation Right Time, Message & Channel Logic Driven Personalized Dynamic Content Batch & Blast 18

19 Engagement Level 4 CONTINUOUS CONVERSATION Always On marketing Communicate by Funnel Stage Connect through multiple channels Continuous Conversation Right Time, Message & Channel Logic Driven Personalized Dynamic Content Batch & Blast 19

20 Engagement Level 5 RIGHT TIME, MESSAGE & CHANNEL Response is in real time Response by channel & source Content is unique to contact Continuous Conversation Right Time, Message & Channel Logic Driven Personalized Dynamic Content Batch & Blast 20

21 Engagement Story What level is this company? Marketing Manager pulls lists from CRM based on the Lifecycle stage of their community Awareness, Consideration, Purchase, Retention and Win Back Marketing creates a specific per list Auto responders exist to help deliver follow-up messages based on Lifecycle stage, but all receive the same message Awareness Consideration Life Cycle Stage Purchase Retention Win Back Trade Advertising Webinars Onboarding Monthly NL Prospecting campaigns Advertorials Pre-Show Campaign Broker Survey Premium gift for MVPs Personalized Postcard 21

22 Engagement Level 2 Logic Driven The customer has some logic behind their execution and automation Little dynamic content is used to differentiate what each person gets Nor using known data points to create richer digital experiences: Size of customer, Average # of proposals 22

23 Conversion Level 1 LEAD DUMPING All responses go to Sales No standard follow up Leads fall through cracks Funnel Fluidity Funnel Mastery Funnel Alignment Lead Dumping Lead Qualification 23

24 Conversion Level 2 LEAD QUALIFICATION Shared definition of a qualified lead Scoring model in place to rank leads Can measure journey up until MQL Funnel Alignment Funnel Fluidity Funnel Mastery Lead Dumping Lead Qualification 24

25 Conversion Level 3 FUNNEL ALIGNMENT Trusted lead scoring process Preliminary funnel definitions with ability to report on funnel S&M agree to a single unified LM process Funnel Alignment Funnel Fluidity Funnel Mastery Lead Dumping Lead Qualification 25

26 Conversion Level 4 FUNNEL FLUIDITY Sales & Marketing have SLAs & expirations in place Regular evaluation of funnel performance Pass backs in place & no lead left behind Funnel Alignment Funnel Fluidity Funnel Mastery Lead Dumping Lead Qualification 26

27 Conversion Level 5 FUNNEL MASTERY Conversion is optimized at each stage Volume & Velocity are controlled CLR information is leveraged to set strategy. Funnel Alignment Funnel Fluidity Funnel Mastery Lead Dumping Lead Qualification 27

28 Conversion Story What level is this company? Post event process in place Not always followed Funnel is defined and measured Can t predict closed/won 28

29 Conversion - Level 3 Funnel Alignment Cross functional team is focused on process End to end lead management process is documented Lead Scoring is in place and is trusted Funnel definitions are established and reporting confirms # of contacts by stage Op management adopted Visibility to buyer 29

30 Analytics Level 1 BASIC METRICS Asset response rates are known Reporting is ad hoc No optimization occurs Basic Metrics Marketing Dashboards Data Driven Decisions One View of the Truth Revenue Predictability 30

31 Analytics Level 2 MARKETING DASHBOARDS Automated comprehensive reports exist Departmental metrics exist Other tools may still be used for validation Basic Metrics Marketing Dashboards Data Driven Decisions One View of the Truth Revenue Predictability 31

32 Analytics Level 3 DATA DRIVEN DECISIONS Customizable dashboards Optimization drives a continuous state of improvement Spend is adjusted accordingly Marketing Dashboards Data Driven Decisions One View of the Truth Revenue Predictability Basic Metrics 32

33 Analytics Level 4 ONE VIEW OF THE TRUTH Sales & Marketing agree to one set of data Multiple funnel stages are analyzed and acted on Analysis bears out justification for spend Basic Metrics Marketing Dashboards Data Driven Decisions One View of the Truth Revenue Predictability 33

34 Analytics Level 5 REVENUE PREDICTABILITY MA & CRM have same view of buyer Revenue performance dynamics can be measured Cross functional team focused on predicting ROI Basic Metrics Marketing Dashboards Data Driven Decisions One View of the Truth Revenue Predictability 34

35 Analytics Story What level is this company? Reports are run inconsistently and are manual No one reads them Not used for optimization, just proof of delivery Learn how engineering services save time and money 35

36 Analytics - Level 1 Basic Metrics No clear responsibility and reporting is not a priority No campaign analysis No benchmarks or trending Non-standardized reporting No optimization Excel is primary tool 36

37 Marketing Technology Level 1 ENGINE No marketing automation in place Manual processes with no standardization Overlapping technologies exist Diverse Connectivity Scalability & Data Warehouse Systems Unification Engine Automated Campaign & Lead Management 37

38 Marketing Technology Level 2 AUTOMATED CAMPAIGN & LEAD MANAGEMENT Marketing automation in place Some manual 3rd party data is integrated Power user in place Diverse Connectivity Scalability & Data Warehouse Systems Unification Engine Automated Campaign & Lead Management 38

39 Marketing Technology Level 3 DIVERSE CONNECTIVITY MA platform and CRM are fully integrated bi-directionally Internal standards are established and followed MA is marketing hub Diverse Connectivity Scalability & Data Warehouse Systems Unification Engine Automated Campaign & Lead Management 39

40 Marketing Technology Level 4 SCALABILITY & DATA WAREHOUSE Data mart exists APIs are in place with multiple systems Org is highly dependent on infrastructure Diverse Connectivity Scalability & Data Warehouse Systems Unification Engine Automated Campaign & Lead Management 40

41 Marketing Technology Level 5 SYSTEMS UNIFICATION All technologies aligned to impact to the buyer, productivity and revenue Multiple systems are integrated to deliver cohesive customer experience Diverse Connectivity Scalability & Data Warehouse Systems Unification Engine Automated Campaign & Lead Management 41

42 Marketing Technology Story What level is this company? Multiple syncs via API Sales receives an Eloqua lead score and a predictive analytics score Platform is managed by marketing operations CMO knows the yield of $x spent to $x new revenue 42

43 Marketing Technology - Level 5 Systems Unification The ability to make the connection to revenue as a result of integration is known Multiple systems drive the customer experience and identify new revenue opportunities Specialized roles around the technology 43

44 @annroskey BOSTON