Did you hear the joke about the toothbrush salesman? I recently came across this joke and it speaks volumes about the importance of a sales mindset. The joke goes something like this:
A boss asked it’s company’s top toothbrush salesman how he managed to sell so many brushes. The toothbrush salesman replied, “It’s easy” and pulled out a card table, setting his display of brushes on top.
He told his boss “I lay the brushes out like this, and then I put out some potato chips and dip to draw in the customers.”
After the chips and dip were laid out the boss said, “That’s a very innovative approach” and took one of the chips, dipped it, and stuck it in his mouth.
“Yuck, this tastes terrible!” his boss yelled.
The toothbrush salesman replied, “It is? Want to buy a toothbrush?”
If we all took a moment and considered the primary responsibility of marketing, we should all arrive at the same conclusion – sales. This joke illustrates the four points of sales: plan, setup, execution, and results.
At the recent 2016 Chicago AMA MarketingTech Smart event, Matt Bailey presented as one of the expert speakers with his session: “Six Steps to Marketing Automation.” In his session, Bailey alluded that marketers tend to structure their strategies and plans around the tactical use of technology for the purpose of generating likes, follows, friends and building lists. This might not be the right approach. Consider Matt’s critical points on marketing automation: human factor, redefine success metrics, get sales training, define and refine process, and develop customers for life.
#1 – The Human Factor
Matt recommended that we consider “The Human Factor” when we build strategies. The convergence of a mature martech, we now have access to 10,000+ sites, platforms and tools to possibly leverage. To compound the situation, Matt suspects that the current success metrics may be focused on the wrong data points.
#2 – Redefine Success Metrics
Redefining your metrics requires research and the first action item is to listen to your customers. Matt suggests that you start with your internal sales team as they deal with customers on daily basis and have a healthy perspective on the sales funnel and the customer’s journey from lead to advocate.
With your newly gained customer-focused insight, you will likely have an opportunity to redefine your success metrics. With marketing automation tools, you can take the newly defined metrics and start crafting workflows, triggers and responders which can gauge and assist in customer engagement.
#3 – Get Sales Training
To marketers like you and I, sales training may seem unnecessary. However, to truly understand what customers are looking for and how to encourage them to purchase your products, services or information, you will need sales training. Sales training from your sales team will provide you with crucial insights that have the potential to redefine your marketing strategy, plans and tactics. By learning from your sales team, you will have new data points to test out.
#4 – Define and Refine Process (Marketing Automation)
Four steps to identify, define and refine your marketing process:
- Follow Up, Follow Up, Follow Up
Engage customers and subscribers via Automated Drip Campaigns (ADC). ADCs can be designed to trigger automated emails, texts and direct mail pieces customized to the recipient.
Example: If a customer has not visited the site in 30 days, the system can send a reminder of what they previously browsed and ask if they are still interested in completing a purchase.
Key Fact: 80% of sales happen after the 5th contact with the customer. *
- Ask the Right Questions
Each time your reach out to customers and subscribers, ask questions to learn more about them. Segment your audience and measure their responses.
Key Fact: Marketing to a segmented audience increases open rates by up to 57% and click-through rates by 25%.*
- Build the Relationship
Identify key relational objectives for your customers to meet. Help guide the potential customers from initial engagement to becoming advocates.
Key Fact: The process of building a relationship with your audience can drastically increase the health of your marketing effectiveness. However, the objective must clearly be communicated to your audience.*
Examples of call to action messages: Follow us on Twitter, Sign-up for the Webinar, Share the Blog Post, etc.
- Ask for the Sale
Marketing automation and drip campaigns make a difference.
Example: A known user abandons a shopping cart and an automated email to that user is sent asking for the sale. Or, a customer bought coffee 30 days ago; an email reminder is sent to them asking for the sale: “Your supply of coffee may be running low, click here to replenish.”
Key Fact: Asking for the sale is the #1 way to get individuals to buy online and in-store.*
#5 – Develop Customers for Life
Develop customers for life by leveraging lead scoring. As we become more efficient at closing sales, building healthy trusting relationships and having frequent and relevant conversations with our customers, we can develop lifelong customers. Start by collecting customers’ implicit and explicit data.
- Implicit Data (dynamic action): An individual’s interests, status, interaction and responses
- Explicit Data (static information): Name, Location, conversation details and basic facts
- Define how individuals interact with your company and why.
- Compare your collected data and defined interactions with engagement and sales figures. How do they match up? Are you able to segment and identify your company’s most profitable relationships?
- In the process of developing your lead scoring, learn what makes relationships successful for your organization. Next, outline this information in a scoring matrix to compare to your prospects and customers.
- Finally, design marketing messages and campaigns that enhance relationships to the level of lifetime advocates (your most profitable relationship).
The key to marketing success is not the number of likes, follows, friends and lists but rather, the key to marketing success is, and should always be linked to sales figures. Sales are the lifeblood of any organization. Without sales, organizations would cease to operate. We need to make marketing relevant, engaging and sales-focused.
*Key Facts: Presented at 2016 MarketingTech Smart Conference
Matt Bailey has taught Google employees how to use Google Analytics. He has shown Experian how to present data. And he has led workshops in digital marketing at Disney/ABC/ESPN, HP, P&G and IBM, to name a few.
A recognized digital marketing expert, Matt is an instructor for the Direct Marketing Assn., Market Motive, and the Online Marketing Certified Professional program. He is also founder and president of SiteCore, a marketing consultancy, and he has published three books.
The Direct Marketing Association said of him, “No one else has approached the plain-English demystification of building an effective online presence as cost-effectively and time-effectively as has Matt.”
About the Author: Nick Rich is an Enterprise Architect and Thought Leader on web, social, and mobile based technologies. Nick currently consults and advises clients on content, collaboration, communication technology, and how to foster corporate adoption.
On March 22nd, Chicago AMA members and guests gathered at 1871 to hear from Google Analytics expert, Andy Crestodina. In addition to being the Co-Founder and Strategic Director at Orbit Media, he also serves as a mentor at 1871, an Adjunct Professor at Loyola; and was named in the “Top 10 Online Experts I’m Following in 2015” by Forbes Magazine. The night’s topic was “Applied Google Analytics: Insights and Actions,” a presentation that he will be giving as a keynote speaker at an upcoming conference–and we were lucky enough to hear it first!
A well-seasoned speaker, Crestodina breezed through his slides with the ease of a professor teaching his most passionate subject. In fact, he joked that if his soon-to-be-born child could learn one thing, he hoped it would be Search Engine Optimization (SEO) and Conversion Rate Optimization (CRO). His over-arching statement is this: Traffic times your Conversion Rate is what will equal success for your website.
Let’s take a look at how he illustrated this throughout the evening. The broad topics covered were:
- Reporting vs. Analysis: How most marketers get Analytics wrong
- Turning ideas into questions
- Analytics Insights
- Audience Insights: WHO is visiting?
- Acquisition Insights: WHERE are they coming from?
- Behavior Insights: WHAT are they doing here?
- Conversion Insights: WHICH pieces of content are successful?
Before diving into the tips and tricks of Google Analytics, Crestodina ensured that the group was on the same playing field by quizzing the audience on the difference between data (pages of reports) and analytics (words written about those reports).
Analytics are KEY to your business, and he likened them to being the driving wheel of your company–you wouldn’t just hand that over to anyone, would you? He encouraged each of us to take the driver’s wheel and learn to run these reports, perform the analytics and cautioned against outsourcing the analytics 100% to an outside firm.
Additionally, once you have the analytics in front of you, he encouraged the asking of questions, putting the answers into actionable tasks and performing a series of tests to ensure the path taken was helpful, fruitful and profitable to your company.
The reports sections included and discussed in his presentation were: Audience, Aquisition, Behavior and Conversion. These four sections of Google Analytics contain reports that can unlock the mystery of who is visiting your website, where they are coming from, what they are doing once they are there, and which content is getting them to stay. Let’s take a look at a small sample of the reports discussed.
Audience & Acquisition – Mobile vs Not
Within three clicks in Google Analytics, you can discover what percentage of your website traffic is fed from mobile devices. That’s interesting. Take it a step further. Combine Traffic data with a CRO analysis and you can find out if your mobile audience is less or more engaged than your non-mobile audience. Now you have somewhere to start, questions to ask and answers to test.
Behavior – “The Report of Broken Dreams”
Again, with just a few clicks within Google Analytics, you can see the terms that users searched for and then the amount of people that left your website because they couldn’t find what they were searching for. The insight? Write about that topic! Crestodina says to think about your website as if it were a city. Put your “Billboards” where your “Traffic” is. Know your most popular road (or paths, on your site) and load it up with your best and most searched for content.
Towards the end of his presentation, Crestodina quoted Barry Feldman: “Your website is a mouse trap, your content is the cheese.” He asked the audience: “Are you writing content that your audience desires?” And added, “Strong websites have a conversion rate of 1-3%. Below that, you aren’t going to make any money; over that, you’re going to be a millionaire.”
The message was clear: Traffic times Conversion Rate equals success. Crestodina provided clear steps on how to run a good set of reports that any business owner can start with to help he or she analyze why a piece or a side of that formula is not working for his or her business. The presentation ended a joyful applause and a few whispers of “I wish I could go work on these reports right NOW!”
About the Author
Ms. Ramsey is the owner of Besty Bash, LLC, a creative social media & digital marketing firm in Chicago. In her free time, she enjoys listening to live music and chatting about it on her blog, www.LaurenIgnited.com.
Twitter: @TweetsByBetsy / @LaurenIgnited
By Jessica Schaeffer, Director of Marketing, LaSalle Network
A clear theme emerged at 22 West Washington Street on April 28th as some of the biggest minds in marketing gathered to share insights around the brands they manage. The theme: the new wave of marketing: the power of storytelling to build relationships and trust with your consumers and clients.
Chicago American Marketing Associaton’s BrandSmart offered a smattering of perspectives from not-for-profits, ad agencies, big brands and up and coming brands.
Here’s a peek at the day in case you missed it, or just want to compare notes.
Session 1: Marketing for Tomorrow Starting Today – First Session
The day kicked off with a tag team effort by Ron Bess of Havas Worldwide and Zain Raj of Shapiro + Raj. Their message? Great brands (both your personal brand and an organization’s brand) build enduring bonds by fulfilling relationship expectations and sharing brand control.
Raj highlighted eight actionable relationships a consumer has with a brand – the best being a devoted relationship and the worst being a passable relationship. While every brand should strive to achieve devoted relationships with their customers, a mere 12% of customers say they have a devoted relationship with a brand.
So how do you deepen attachment and improve the experience? Raj shared five tips:
- Create a new focus: Begin with your most devoted customers to convert your most attractive prospects. Stop going after customers who don’t LOVE your brand.
- Try a new approach: Treat customers with respect, trust and loyalty
- Adopt a new mindset: Brands need to be perpetually evolving and try to improve
- Build a new model: Every company needs to be focused on cutting costs and producing faster
- Solve a new equation: Values x Authenticity: The strongest brands know they have to have commendable values, and LIVE those values
Bess closed out the session by drawing parallels between Raj’s presentation and personal branding. Just like a company’s brand, your personal brand is tied to the results you produce and the relationships you build. As a professional, you need to be focused on building trust, respect and loyalty.
Session 2: Transforming the Cubs Brand
Director of Marketing at the Chicago Cubs, Allison Miller, gave attendees a glimpse into the challenges the Cubs’ brand has faced during her tenure. Chief among them understanding and honing in on their target market.
Miller joined the Cubs and realized quickly they were selling a bad product. The Cubs had an aging team, the third highest payroll in the league and amenities that were deteriorating. They had a large, diverse fan base, and yet they knew nothing about them. They were marketing to everyone, without a clear focus of who would really move the needle for the brand.
Miller began the process by segmenting their customers and creating a fan and brand promise. The Cubs took time to understand the different brand personas and talk with these customers. Then, they worked to develop a brand message, campaigns and experiences they wanted these customers to have.
The findings helped the Cubs narrow their marketing, target their messaging around changes within the organization and bridge what the community wanted to do with the stadium with what the Cubs needed to do to advance the organization.
Session 3: Redefining a brand through a cause partnership
Chuck Gitkin, SVP of Brand Marketing at Smithfield Foods gave attendees a glimpse into a strategic partnership with Operation Homefront. Operation Homefront assists military families during difficult financial times by providing food assistance, moving assistance and financial assistance among other things.
If you aren’t familiar with Smithfield Foods, Gitkin says you probably aren’t alone….packaged meats isn’t the sexiest or most well-known industry, and that’s one of the primary reasons behind partnering with Operation Homefront. Not only does Smithfield Foods believe in giving back and supporting those and their families who protect our country, but the partnership helps bring visibility to both organizations.
Gitkin explained that cause marketing has allowed the company, which has a limited marketing budget, to create more exposure for less. They’ve brought in spokespeople to help champion Operation Homefront, and by default, Smithfield Foods. They’ve also created special packaging that a portion of the proceeds is donated directly to Operation Homefront.
Session 4: Panel Discussion: Getting Creative with the B2C agency of the future
Maybe you’ve seen this commercial. What you may not know is that Wrigley and ad agency, Energy BBDO worked collaboratively to create it. The two companies, which have been working together for years, gave us a glimpse into their relationship with John Starkey, VP, Gum, Mints and Media at Wrigley talking with Lianne Sinclair and Andres Ordonez of Energy BBDO.
The trio shared how their relationship has evolved over the years – emphasizing the fact that Energy BBDO is an extension of the Wrigley team, and explaining that now Energy BBDO is brought in earlier in Wrigley’s process. Wrigley is also exposed to Energy BBDO’s “unfinished product” to gauge their temperature and get their input on a project before it’s nearly complete.
Session 5: Hear the Brand: The Rise of Audio Branding: How to get the Most from Your Sound
Colleen Fahey sang, hummed and tapped her way to her main message on Thursday: leave an earprint with every piece of brand communication.
Fahey runs Sixieme Son, an audio branding company that strives to express brand values through sound. The audio brand of a company, Fahey explained, is everything from its on-hold music, to its app sounds, TV and radio spots and sales presentations.
Fahey argued a few key reasons why every company needs to consider its audio DNA.
- Music is a language that is universally understood
- Music moves behavior
- Sounds lead to sales
- Sounds speeds search
- Audio branding builds brand value
Session 6: Insurance Agents are Rock Stars
Assurance Agency has been recognized by Fortune Magazine as one of the Top 100 Places to Work in the Country. This is one of dozens of awards the company has won throughout its tenure, and VP of Marketing, Steve Handmaker argues it’s been good for business, too….but it hasn’t always been this way.
Assurance wasn’t always a great place to work. In fact, staff was disengaged and profits were suffering as a result. In 1998, Assurance brought on new leadership to right the ship. They decided to focus on people.
Their philosophy was simple. Happy employees = happy clients. Handmaker borrowed from fellow marketer Seth Godin’s theory of purple cows, explaining that Assurance’s culture was their purple cow, the one thing that makes them truly remarkable and sets them apart from competitors in the insurance industry.
Since that decision, not only has Assurance invested in staff to build an incredible culture, they’ve also effectively marketed employee engagement programs to ensure the country knows they are a purple cow.
“Our culture doesn’t automatically mean we win, but its’ getting us to the finish line and helping make us a part of the conversation.” – Steve Handmaker
Session 7: Brand Building and Data Driven Demand Generation
How do we overcome this? We have to better understand our customers and what they want. We have to identify customer intent before they want express it. As marketers, we can do this by measuring time on site, bounce rates, coupon downloads, the list goes on and on….any piece of content that captures data about our audience.
If you don’t have the data you want, Greenfield says to identify needed data, then create audiences, design experiences and then plan, launch, test and learn.
Session 8: The Impact of Content Creativity with Always on Brands
In typical Leo Burnett fashion, Vincent Geraghty, EVP and Head of Production at Leo Burnett, wowed us showing some incredible campaigns, with one of the most poignant being the Runlikeagirl campaign created for Always.
This was about as conventional as it got though, as Geraghty discussed how his greenhouse team is changing the way Leo Burnett does business. The greenhouse content team is run like a newroom. They’ve adopted a “maker mentality,” where concepting is no longer good enough. They are executers, doers, creators.
This team has allowed Leo Burnett to streamline the approval process, execute on trending ideas quickly and efficiently.
The Greenhouse team is focused on telling great stories that are finely crafted full of human insights. Their goal is to deliver content that entertains, resonates, and weaves the brand into the insight and story.
Session 9: Panel: Getting Creative with the B2B Agency of the Future
According to Linda McGovern, SVP Global Marketing at USG, and Mike Hensley, President at Gyro, the B2B agency of the future is one that understands how to curate brand touchpoints, one that is able to expand and shrink based on the needs of its client, and one that is insanely focused on user experience and content creation.
Like speakers before them, McGovern and Hensley echoed the need to create experiences, not just compelling messages. They touched on the importance emotion plays in the decision making process, and how marketing today needs to connect with the customer.
Session 10: Think Differently: Opportunity Identification or Breakthrough Ideas
After Lindsay Avner stepped off the stage, there may not have been a dry eye in the house. Avner, who founded BrightPink, shared her story of undergoing a risk reducing double mastectomy at the age of 22 to help prevent a future seemingly inevitable diagnosis of breast and ovarian cancer.
As Avner shared her passion for education and getting one step ahead of cancer, it was clear that her powerful message was reaching the right audience because of unique marketing tactics.
Avner explained that she borrows the equity and brand recognition of powerful partners like Arie and Paul Mitchell to communicate BrightPink’s message. The not-for-profit has created highly visible campaigns around Mother’s Day, with the most recent being the #goaskyourmother campaign which urged young women to talk about family history of breast and ovarian cancer.
BrightPink created an online assessment that allows women to assess their risk of breast and ovarian cancer quickly and easily.
Avner’s philosophy is: awareness doesn’t save lives, action does…and all of BrightPink’s marketing efforts are judged based on that simple premise. Has our content, our partnerships caused people to make a change?
Session 11: LUV Lessons: Building a Brand from the Inside Out
He may be retired, but Dave Ridley definitely still has it….the former head of marketing at Southwest Airlines reminded the audience of our biggest brand advocates, our employees.
A few key quotes from his speech sum up his message:
- “The business of business is people” –Herb Kelleher
- To develop a great brand, start from the inside out.
- “I still bleed canyon blue” – as marketers we need more of that diehard marketing. That commitment and dedication to our brands
- It is a privilege to lead people – you get to invest in the hearts and minds of people
- Everyone is a CEO…a chief encouragement officer, that’s the number one way to make a difference in people’s lives