SLCSEM May 2014 - From Search to CMO

CHUCK SHARP Chief Executive Officer [email protected] 801 244 4382

5/22/14

FROM SEARCH TO CMO

FEWER OF THESE

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MY EXPERIENCE AT ICROSSING

•  We were seen as tactical specialists: a utility •  Good because we did work that no one wanted

to do but that generated results •  Wanted to be a digital agency

–  Started this process in 2007 and they are still struggling to change their brand

USE SEARCH TO PROMOTE STRATEGIC INSIGHT

�Link by link, click by click, search is building possibly the most lasting, ponderous, and significant cultural artifact in the history of humankind: the Database of Intentions.� - John Battelle Author of �The Search: How Google and its rivals rewrote the rules of business and transformed our culture�

LINGUISTIC PROFILE

Industry)Language) Oral care Oral health Locate dental professional Good oral hygiene Oral hygiene Good Oral hygiene Whitening Battery-powered toothbrush Kid�s toothbrush Professional whitening system

148 5,232

10 190

5,155 190

5,075 145 592 670

17,407

Search Volume per

month

Consumer)Language) Dental care Dental health Find a dentist Dental hygiene Dental hygiene Personal hygiene Tooth whitening Electric toothbrush Child toothbrush Tooth whitening system

188,818 74,588 29,525 24,558 24,558 17,670

146,212 16,522

835 6,205

529,491

Search Volume per

month

EXPERIENTIAL MAPPING

•  Objective – Understand the customers� purchase decision process and how search language changes as the process moves forward. Connect with customers using their own language.

•  Methodology - Guided focus group sessions •  Results – deep understanding of your

category�s buying process and the accompanying search language. Knowledge of how to get the consumer to the right place on your site at the right time in the purchase process

Partnerships

Locations

Programs

Career Opportunities

Financial Aid

Profiles

Guidance

News

Corporate

Events

Students

Alumni

Teachers

Admissions

Financial Aid

Corporate

Counselors CONNEC

T)FIND)

Ma2)Hill)–)Directed)High)Schooler)Sample)Customer)Journey)

3*

1*

2*

8*

Ma0�s*Journey:)

Matt searches for vocational and technical schools for mechanics in New Jersey. Finds Lincoln

Matt checks out career placement details (wants to work in Mercedes or BMW)

While online, Matt�s mom asks if it�s a good school, Matt shows her accreditations

Checks out student testimonials and career section to see if he might fit in with Lincoln Tech�s culture

Matt wonders if he can afford school, and visits financial aid

Needs more information, emails rep who replies to schedule appt.

Lincoln rep visits home, speaks with Matt and Mom

Mom goes online to find directions to school

Mom drives son, he visits school and meets with admissions, financial aid, and teachers

Enroll at school

4*

5*

6*

Reputation

7* 9*

10*

11*

12*

Culture Money Change

12*

11*10*9*

8*

7*

6*

4*

5*

3*

2*

1*

Discover Consider Contact Visit Apply

CMO’S PERSPECTIVE

5/22/14 copywrite right intel / proprietary & confidential

Wealth of information creates a poverty of attention- Herbert Simon

)

CREATE A PERFORMANCE FRAMEWORK

Sell more enterprise technology solutions to the Fortune 1000. Increase each customers' lifetime value.

AWARENESS ADVOCACYACTIONCONSIDERATION

Become a legitimate contender for enterprise solutions.

Drive customer learning and cultivate customer relationships.

Increase enterprise packaged solutions sales and maximize customer lifetime value (LTV).

Turn select customers into public advocates for Acme enterprise packaged solutions.

MEASURE OF EFFECTIVENESS


KPI


KPI


KPIKPI

Q1 Q2 Q3 Q4Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

QUALIFIEDLEADS

VENDORCONSIDERATION

CUSTOMERLIFETIME VALUE

CUSTOMERREFERENCESTORIES

80% 75%CURRENT GOAL

REVENUE

Q1 Q2 Q3 Q4

Views

ROI / TCOCALCULATORS

# Generated

1:1 SALESPRESENTATIONS

# Delivered

CASE STUDIESDELIVERED

Solution BriefDownloads

SOLUTION BRIEF

CUSTOMER SURVEY

8 8.5CURRENT GOAL

Q1 Q2 Q3 Q4

DEALSCLOSED

SHORTENSALES CYCLE

SALES CYCLE

Sales Cycle by Product

1

2

3

4

SALES TRAININGACCOUNTABILITY

SECTION 1

SECTION 2

SECTION 3

SALES PERSONSURVEY

7.5CURRENT GOAL

Did the materials provided by the sales department, simplify the sales process

7

SALES MODEL/INCENTIVES

TARGETCUSTOMERS

NET PROMOTERSCORE

65 70CURRENT GOAL

NEWSLETTERS

Opens/clicks

SUCCESSVIDEOS

Views

CUSTOMERREFERRAL

Leads generated from current customers

CUSTOMERREFERENCERPOGRAM

CUSTOMER EVENTS

EVENT 1

EVENT 2

EVENT 3

EVENT 4

122

156

137

281

ONLINE COMMUNITIES

Unique Visitors

FORUM 1

FORUM 2

FORUM 3

CASESTUDIES

PRESSRELEASES

MOST TRUSTEDTO PROVIDE SERVICES

Enterprise Perspective


Per vertical industry

Video News & Clicks

DIGITAL VIDEOS

VIDEO 1

VIDEO 2

VIDEO 3

VIDEO 4

Leads / Qualified Leads

TRADESHOW& EVENTS

EVENT 1

EVENT 2

EVENT 3

EVENT 4


WEBCASTS/ONLINE EVENTS

EVENT 1

EVENT 2

EVENT 3

EVENT 4

SOLUTIONSOFFERED

MOBILECLINICIAN

CONVERGEDHEALTH MANAGEMENT

VIRTUALVISIT

INDEPENDENTLIVING

Which of the following solutions does Acme offer?

AD 1

AD 2

AD 3

AD 4

Brand traits /Perceptions

TV, PRINT & DIGITAL ADS

Unaided / Aided Awareness


Impressions

VERTICALPRINT

Attendees

PUBLISHERROUNDTABLES

Web Metrics

QUALIFIEDVISITOR ANALYSIS

SALESINTERACTION

Unique visitors

THOUGHTLEADERSHIP

SECTION 1

SECTION 2

SECTION 3

Impressions /Clicks.

VERTICALDISPLAY

# LEADS


VENDORSHORT LIST

Gartner

Forester

PERFORMANCEFRAMEWORK

230 South 500 West, Suite 215Salt Lake City, Utah 84101801 575 6000 PHONE

801 575 6001 FAX

[email protected] EMAIL

www.rightintel.com

PERFORMANCE FRAMEWORK









KPI


KPI


KPIKPI

Q1 Q2 Q3 Q4Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

QUALIFIEDLEADS

VENDORCONSIDERATION



80% 75%CURRENT GOAL

REVENUE

Q1 Q2 Q3 Q4

Views


# Generated


# Delivered



SOLUTION BRIEF

CUSTOMER SURVEY

8 8.5CURRENT GOAL

Q1 Q2 Q3 Q4

DEALSCLOSED

SHORTENSALES CYCLE

SALES CYCLE


1

2

3

4


SECTION 1

SECTION 2

SECTION 3

SALES PERSONSURVEY

7.5CURRENT GOAL


7


TARGETCUSTOMERS

NET PROMOTERSCORE

65 70CURRENT GOAL

NEWSLETTERS

Opens/clicks

SUCCESSVIDEOS

Views

CUSTOMERREFERRAL



CUSTOMER EVENTS

EVENT 1

EVENT 2

EVENT 3

EVENT 4

122

156

137

281

ONLINE COMMUNITIES

Unique Visitors

FORUM 1

FORUM 2

FORUM 3

CASESTUDIES

PRESSRELEASES





Video News & Clicks

DIGITAL VIDEOS

VIDEO 1

VIDEO 2

VIDEO 3

VIDEO 4


TRADESHOW& EVENTS

EVENT 1

EVENT 2

EVENT 3

EVENT 4



EVENT 1

EVENT 2

EVENT 3

EVENT 4

SOLUTIONSOFFERED

MOBILECLINICIAN


VIRTUALVISIT

INDEPENDENTLIVING


AD 1

AD 2

AD 3

AD 4





Impressions

VERTICALPRINT

Attendees


Web Metrics


SALESINTERACTION

Unique visitors

THOUGHTLEADERSHIP

SECTION 1

SECTION 2

SECTION 3


VERTICALDISPLAY

# LEADS


VENDORSHORT LIST

Gartner

Forester



801 575 6001 FAX


www.rightintel.com

One)Objec@ve!)










KPI


KPI


KPIKPI

Q1 Q2 Q3 Q4Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

QUALIFIEDLEADS

VENDORCONSIDERATION



80% 75%CURRENT GOAL

REVENUE

Q1 Q2 Q3 Q4

Views


# Generated


# Delivered



SOLUTION BRIEF

CUSTOMER SURVEY

8 8.5CURRENT GOAL

Q1 Q2 Q3 Q4

DEALSCLOSED

SHORTENSALES CYCLE

SALES CYCLE


1

2

3

4


SECTION 1

SECTION 2

SECTION 3

SALES PERSONSURVEY

7.5CURRENT GOAL


7


TARGETCUSTOMERS

NET PROMOTERSCORE

65 70CURRENT GOAL

NEWSLETTERS

Opens/clicks

SUCCESSVIDEOS

Views

CUSTOMERREFERRAL



CUSTOMER EVENTS

EVENT 1

EVENT 2

EVENT 3

EVENT 4

122

156

137

281

ONLINE COMMUNITIES

Unique Visitors

FORUM 1

FORUM 2

FORUM 3

CASESTUDIES

PRESSRELEASES





Video News & Clicks

DIGITAL VIDEOS

VIDEO 1

VIDEO 2

VIDEO 3

VIDEO 4


TRADESHOW& EVENTS

EVENT 1

EVENT 2

EVENT 3

EVENT 4



EVENT 1

EVENT 2

EVENT 3

EVENT 4

SOLUTIONSOFFERED

MOBILECLINICIAN


VIRTUALVISIT

INDEPENDENTLIVING


AD 1

AD 2

AD 3

AD 4





Impressions

VERTICALPRINT

Attendees


Web Metrics


SALESINTERACTION

Unique visitors

THOUGHTLEADERSHIP

SECTION 1

SECTION 2

SECTION 3


VERTICALDISPLAY

# LEADS


VENDORSHORT LIST

Gartner

Forester



801 575 6001 FAX


www.rightintel.com

One)Objec@ve)and)KPI)for)each)part)of)the)funnel)










KPI


KPI


KPIKPI

Q1 Q2 Q3 Q4Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

QUALIFIEDLEADS

VENDORCONSIDERATION



80% 75%CURRENT GOAL

REVENUE

Q1 Q2 Q3 Q4

Views


# Generated


# Delivered



SOLUTION BRIEF

CUSTOMER SURVEY

8 8.5CURRENT GOAL

Q1 Q2 Q3 Q4

DEALSCLOSED

SHORTENSALES CYCLE

SALES CYCLE


1

2

3

4


SECTION 1

SECTION 2

SECTION 3

SALES PERSONSURVEY

7.5CURRENT GOAL


7


TARGETCUSTOMERS

NET PROMOTERSCORE

65 70CURRENT GOAL

NEWSLETTERS

Opens/clicks

SUCCESSVIDEOS

Views

CUSTOMERREFERRAL



CUSTOMER EVENTS

EVENT 1

EVENT 2

EVENT 3

EVENT 4

122

156

137

281

ONLINE COMMUNITIES

Unique Visitors

FORUM 1

FORUM 2

FORUM 3

CASESTUDIES

PRESSRELEASES





Video News & Clicks

DIGITAL VIDEOS

VIDEO 1

VIDEO 2

VIDEO 3

VIDEO 4


TRADESHOW& EVENTS

EVENT 1

EVENT 2

EVENT 3

EVENT 4



EVENT 1

EVENT 2

EVENT 3

EVENT 4

SOLUTIONSOFFERED

MOBILECLINICIAN


VIRTUALVISIT

INDEPENDENTLIVING


AD 1

AD 2

AD 3

AD 4





Impressions

VERTICALPRINT

Attendees


Web Metrics


SALESINTERACTION

Unique visitors

THOUGHTLEADERSHIP

SECTION 1

SECTION 2

SECTION 3


VERTICALDISPLAY

# LEADS


VENDORSHORT LIST

Gartner

Forester



801 575 6001 FAX


www.rightintel.com

Keep)track)of)other)measures)

TELL STORIES WITH DATA

PRESIDENTIAL DAILY BRIEF

5/22/14 copywrite right intel / proprietary & confidential

Presidential Daily Brief )

FBI DEFINES INTELLIGENCE AS

•  Data that has been analyzed + refined •  Conclusions drawn about implications

FBI Defines Intelligence as: - Data that has been analyzed + refined - Conclusions drawn about implications )

CYCLING CASE STUDY: DATA

INTRO DATA VISUALIZATION

TAKE OFF THE BLINDERS

TO MOVE FROM SEARCH TO CMO

•  Use Search to highlight strategic insight •  Create a Performance Framework •  Take off the blinders •  Tell stories with data

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SLCSEM May 2014 - From Search to CMO

Marketing

Transcript of SLCSEM May 2014 - From Search to CMO