Flip myfunnel raab v2
Transcript of Flip myfunnel raab v2
Data• Import data• Build profiles• Expose data
Decisions• Predictive models• Message selection• Multi-step campaigns
Delivery• Owned media• Paid / earned media
Function-based Design
From Strategy to StackBusiness Strategy
Marketing Strategy
MarTech Strategy
MarTechArchitecture
MarTechStack
• Focus: Product vs service vs cost• Financial:
Margin vs number of customers vs revenue per customer• Value Prop:
Image vs relationship vs product
• Channels• Spending• Intimacy• User skills• Target metrics
(CPA, LTV, ROI, growth, etc.)
• System scope• Channel
integration• Execution
automation• Program
sophistication• Flexibility • Scalability• Cost• Staffing
• Shared vs siloed • Suite vs. best
of breed• In-house vs
outsource• Owned vs
rented• External
integration (CRM, Web, etc.)
• Database• External data• Data quality• Identity
association• Analytics• Decision engines• Execution
systems (email, Web, social, events)• Management
(content, plan, budget, etc.)
Building RequirementsBusiness Strategy
Marketing Strategy
Marketing Tactics
MarTech Strategy
MarTechArchitecture
MarTechStack
• Focus: Product vs service vs cost• Financial:
Margin vs number of customers vs revenue per customer• Value Prop:
Image vs relationship vs product
• Channels• Spending• Intimacy• User skills• Target
metrics (CPA, LTV, ROI, growth, etc.)
• System scope• Channel
integration• Execution
automation• Program
sophistication• Flexibility • Scalability• Cost• Staffing
• Shared vs siloed • Suite vs. best
of breed• In-house vs
outsource• Owned vs
rented• External
integration (CRM, Web, etc.)
• Database• External data• Data quality• Identity
association• Analytics• Decision
engines• Execution
systems (email, Web, social, events)• Management
(content, plan, budget, etc.)
Functional Requirements
MarketingPrograms
Business Requirements
Requirements MatrixMarketing Program
Business Requirement
Functional Requirement
System
Webinar acquire lists buy and load names marketing database
Webinar send invitations send emails email
Webinar promote on social social posts social
Webinar promote on blog blog posts blogging platform
Webinar advertise place ads media buying
Webinar capture registrations landing page form builder
Webinar send reminders email Webinar
Webinar create content create slides content builder
Webinar deliver Webinar broadcast Webinar Webinar
Webinar post for viewing host recording slide sharing
Webinar send followup import attendee list email
Future RequirementsBusiness Strategy
Marketing Strategy
Marketing Tactics
MarTech Strategy
MarTechArchitecture
MarTechStack
• Focus: Product vs service vs cost• Financial:
Margin vs number of customers vs revenue per customer• Value Prop:
Image vs relationship vs product
• Channels• Spending• Intimacy• User skills• Target
metrics (CPA, LTV, ROI, growth, etc.)
• System scope• Channel
integration• Execution
automation• Program
sophistication• Flexibility • Scalability• Cost• Staffing
• Shared vs siloed • Suite vs. best
of breed• In-house vs
outsource• Owned vs
rented• External
integration (CRM, Web, etc.)
• Database• External data• Data quality• Identity
association• Analytics• Decision
engines• Execution
systems (email, Web, social, events)• Management
(content, plan, budget, etc.)
Future Business Future Marketing Future MarTech
Functional Requirements
MarketingPrograms
Business Requirements
MarketingTrends
MarTech / AdTechRequirements
Social & Tech Trends
Constant context
Message overload
Subscription economy
Marketing to machines
Trust-based relationships
Data/Decisions/Delivery
Autonomous devices
Mobile & wearable
Augmented & virtual
reality
Internet of Things &
Places
Sharing economy
Social stratification
Omni channel
interactions
Automatedprocesses
Segment & Customize
Advanced analytics
High value expectations
Where We’re Headed
MarTech AdTech MadTech Data •Identifiable
individuals•Advanced association
Decisions •Journey tracking•Advanced attribution
Delivery •Personalized messages in owned media
MarTech + AdTech = MadTech
Data •Identifiable individuals•Advanced association
•External data pools•Aggregated sources•Thing data
•External pools of aggregated data tied to individuals & things
Decisions •Journey tracking•Advanced attribution
•Real time bidding•Behavior-based recommendations
•AI-based bidding, message selection, and content generation
Delivery •Personalized messages in owned media
•Targeted messages in paid media
•Personalized messages across all media
Future Requirements MatrixMarketing Program
Business Requirement
Functional Requirement
System
trust-based relationships
use all available data integrate 3rd party data
marketing database
trust-based relationships
build cross-channel profiles
advanced identity association
marketing database
trust-based relationships
target effectively AI-based decisions content creation, predictive analytics, message selection
trust-based relationships
optimize marketing spend
bidding across channels
attribution, bidding, optimization
trust-based relationships
use all available channels
format messages across channels
content management
trust-based relationships
use all available channels
insert external messages across channels
cross-platform personalization
Efficiency Checklist
Complete functionsNo redundant functionsNo isolated functions Integrated data Integrated decisionsEasily extendedSwappable componentsLow operating cost
Data• Import data• Build profiles• Expose data
Decisions• Predictive models• Message selection• Multi-step campaigns
Delivery• Owned media• Paid / earned media
Challenging the Status Quo:Stack Design by Function & Flow
Sample Stacks: ABM vs Inboundlevel ABM InboundMarketing Strategy
build deep relationships with known targets across lifecycle
find and qualify interested prospects to send to Sales
Programs/ Requirements
focus: triggered email, ad targeting / retargeting, site personalization, phone, Webinars, content
reach: blogging, paid search, display ads, organic search, trade shows, email nurture, influencers, publicity, Webinars, content
MarTech Strategy
high touch: tightly coordinated, low volume, deep personalization
broad reach: channel focus, highly automated, high volume, basic programs
MarTech Architecture
closely shared, maybe suite, tight Web/CRM integration
loosely coupled, best of breed, limited Web/CRM integration
MarTech Stack• data accounts, third party enrichment,
identity associationprospects, third party net new & enrichment, identity association
• decisions personalization, sales support, customer success, churn model, content creation
nurture flows, surveys, lead scoring, analytics, attribution, optimization, content creation
• execution email, Web, retargeting, phone, CRM, Webinars, customer success
email, Web, blogs, social, SEO, SEM, display, publicity, Webinars, influencers
Sample Stacks: ABM vs InboundABM Inbound
1st party
enrichment
Web email Sales Support
content creation
best actions
churn models
sales forecast
campaign mgmt
1st party
blogssocial
enrichmentnet new
Web email Sales Support
content creation
best actions
churn models
sales forecast
lead scoring
campaign mgmt
blogssocial
Sample Stacks: ABM vs InboundABM Inbound
1st party
enrichment
Web email Sales Support
content creation
best actions
churn models
sales forecast
campaign mgmt
1st party
blogssocial
enrichmentnet new
Web email Sales Support
content creation
best actions
churn models
sales forecast
lead scoring
campaign mgmt
blogssocial
Transition Planning
• Document current state• Define target future state• Build change plan– Which systems, what sequence– Dependencies are critical– Functional intermediate stages– New abilities vs. old problems
• Future is a moving target
Change Plan – Function LevelBenefits (programs)
Functional Gaps (stack change)
target account visit alerts
intent-based emails
Web site personalization
intent-based Web messages
Database: flag target accounts x x xDatabase: import intent data x xDecisions: auto-create content xDecisions: select best message x xemail: run trigger campaigns xWeb site: identify anonymous visitors x xWeb site: display individual messages x x
Change Plan – System LevelBenefits (programs)
System Upgrades(stack change)
target account Web visit alerts
Web site personalization
intent-based Web messages
intent-based emails
Customer Data Platform x x xWeb CMS x x xAutomated Recommendations x xAdd Intent Data x xAutomated Content Creation xMarketing Automation xPredictive Lead Scoring
How to Win at MarTech Jenga
• Define strategy-based business requirements, including future vision
• Design MarTech strategy, architecture and stack that meets requirements
• Check for efficiency• Build incremental change plan
Questions to Consider
• What is the target customer experience?• How did they balance coordination vs
silos?• How did they balance suite vs. best of
breed?• What were their system selection criteria?• How did they measure success?