Top Takeaways of MarketingSherpa Summit 2016

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Top Takeaways of MarketingSherpa Summit 2016

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#Sherpa16

Ask questions and join the conversation:

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319 Applications

16 Hours

of Content 4 Award Winners

1 hour distilled from …

Daniel BursteinDirector of Editorial Content

MarketingSherpa

@DanielBurstein

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Courtney EckerleEditorial Content Manager

MarketingSherpa

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Shelby Dorsey Reporter

MarketingSherpa

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The 7 Most Challenging Issues for Marketing Departments

Most challenging

Source: MarketingSherpa Marketer Practices SurveyN = 434

Less challenging

1 Size of marketing budget

2 Inadequate staffing resources and expertise

3 Acting on data to improve marketing performance

4 Limited ability to develop content

5 Ability to target recipients

6 Technology

7 Design and management of experiments and A/B tests

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Source: MarketingSherpa Consumer Purchase Preference SurveyN = 2,021

Preferred Ways of Receiving Updates and Promotions

8%

9%

15%

17%

20%

24%

28%

38%

49%

54%

I prefer not to receive any company updates orpromotions

Attend local events

Download a mobile app

Receive via text messages

Follow on social media

Subscribe to receive emails at a predeterminedfrequency (chosen by the brand)

Receive at the physical store

Visit the company's website when I want updatesand promotions

Subscribe to receive emails at a frequencyI choose

Receive in the mail

60 % total*

*We asked participants to “Select all thatapply,” which allowed them to pick morethan one option. The total number reflectsunique responses.

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Top 7 Ways of Discovering New Products

26%

27%

27%

34%

47%

57%

59%

Customer reviews on the company's site

Through online advertising

Through offline advertising (e.g., ad in the newspaper,billboard, TV ad)

Articles in print magazines/newspapers

Using a search engine

Word-of-mouth from friends, family, colleagues

In-store browsing

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15%

15%

17%

20%

24%

37%

47%

In-person conversations

None

Billboards

Text message

Radio ads

Email on my smartphone

Print ads


Top 7 Preferred Methods of Communicating With CompaniesWhen Away From Computer

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Abby SeeSenior Director, Online MarketingSunrise Senior Living

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The Sunrise Senior Living community

• 26,000 residents in North America

• 3,000 residents in the United Kingdom

• 304 senior living communities total

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50%of customers have an urgent or immediate need …

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… And have to move their loved one into senior living within

30 days.

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The approach

1234

Convert website to responsive design

Conduct user testing to discover pain points

Launch a ‘Care Questionnaire’

Integrate lead generation campaigns

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Quality

Patient Access

Medical Necessity

Reimbursement

Financial andClinical Analytics

Population HealthManagement

AlignedIncentives

Providing Care

ClinicalCare

Coding andDocumentation

Care DeliveryModel

Managing Health

Preparefor Change

OptimizePerformance

InvestNew Capital

Patient Satisfaction

Cost

Navigating the journey from providing care to managing health

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Client learning and relationships

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Landing Pages

PRIMARY CONTENT

Banner Ads

Blog Series

Email Templates

Optum.com/PURL

Reimagining content

SUPPLEMENTAL CONTENT

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Torin GilkeyManager of Digital MarketingBoston Children’s Hospital

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The Challenge – Complexity of website

• 15,000+ pages

• 4 blogs

• 200+ content editors

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Before and After – Improved navigation

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New mobile experience

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Bruce DuesterhoeftManager, Online Fundraising

Consumer Reports

Dawn NelsonDirector, Fundraising

Consumer Reports

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Blog challenge

• Contest posted on MarketingExperiments and Convince & Convert blogs

• Followers were challenged to craft value messaging for the first email test

• We received 54 submissions from marketers around the world

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Tested value factors1 Honest and unbiased reporting

3

Personal impact2

Quality of research 4

?????

Audience-submitted focus

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Tested value factors1 Honest and unbiased reporting

3

Personal impact2

Quality of research 4 Consumer empowerment

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Test 1: TreatmentsControl: Mixed value proposition Treatment 1: Honest and unbiased

reportingTreatment 3: Quality of researchTreatment 2: Personal impact Treatment 4: Consumer

empowerment

Discover BlueHornet

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Test 1: Results

Every treatment underperformed against the Control

Clickthrough Rate Relative Difference Level of Confidence

Control – Mixed value proposition 1.2% N/A N/A

Treatment 1 – Honest/unbiased reporting 0.9% -25.2% 99%

Treatment 2 – Personal impact 1.0% -22.0% 99%

Treatment 3 – Quality of research 1.2% -6.7% 85%

Treatment 4 – Consumer empowerment 0.9% -29.2% 99%

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Best-performing treatment

3 Quality of research

Ahnna PildyshProduct marketing freelancer

Malaspina Labs

Congratulations to…

“Since Treatment 3 themed around ‘quality of research’ was second to the control in terms of clickthroughs and donations, I learned that this theme resonates and is one we haven't emphasized as much in past communications and perhaps could emphasize more in our future messages, along with product testing.”

– Dawn Nelson, Director of Fundraising, Consumer Reports

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Challenge the status quo

“Challenge what you think you know… You can learn as much from the ‘losers’ as you can from the ‘winners.’”

– Dawn Nelson Director of Fundraising, Consumer Reports

“Marketers need to leave their ego at the door and look at their messaging with a different eye. Our instincts are not always the consumers’.”

– Bruce DuesterhoeftProgram Manager, Online Fundraising, Consumer Reports

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Session Title

Takeaway #2: Reward your customers

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Charles DuhiggAuthor of “The Power of Habit” and Senior Editor at The New York Times

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Flint McGlaughlinManaging Director and CEO

MECLABS Institute

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Get Paid to Take FREE Surveys

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Get Paid to Fill Out Online Surveys

Get Rewarded for Your Opinion

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You’re Invited to Join the SurveySpot Community and to Earn Rewards For Your Opinions

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10.44%

8.87%

7.46%

7.23%

5.67%

5.12%

5.03%

4.24%

3.36%

2.95%

POINTLAST

POINTFIRST

Customer Logic“What I Get”

Company Logic“What I Do”

The marketer’s blind spot is SELF-INTEREST.

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10.44%

8.87%

7.46%

7.23%

5.67%

5.12%

5.03%

4.24%

3.36%

2.95%

POINTLAST

POINTFIRST



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10.44%

8.87%

7.46%

7.23%

5.67%

5.12%

5.03%

4.24%

3.36%

2.95%

POINTLAST

POINTFIRST



The marketer’s blind spot is SELF-INTEREST.

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Julia FoxMarketing ManagerNakedWines.com

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First OrderAngel

Waiting ListImmature

AngelMature Angel

NakedWines.com funnel

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First OrderAngel

Waiting ListImmature

AngelMature Angel

NakedWines.com funnel

Perfect training ground for driving desired behavior

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Landing page

Summarize steps

Replicate progress bar

Incentive reminder

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Historical view of December mailings

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Danny GavinVice President, Director of MarketingBrian Gavin Diamonds

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Jewelry Suppliers

Big-Box Retailers

Department Stores

Ecommerce Stores

Chain Jewelry Stores

Local Jewelry Stores

How can we compete with our established online and local

competitors?

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We needed a cost-effective method that could help us stand out amongst the competition.

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Vine strategies

1

2

3

Don’t oversell

Be true to the platform

Be timely and relevant

Distill4

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Top Takeaways of MarketingSherpa Summit 2016

Marketing

Transcript of Top Takeaways of MarketingSherpa Summit 2016