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The State of Digital MarketingAssociation Innovation Day
@DemandMetric
In Partnership with:
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Today’s Session @DemandMetric
Simple Question - What grade would the CEO give Marketing?
Discussion - What separates the best-in-class from the rest of the pack.
Review - The State of Digital Marketing in Associations.
Action Plan - How to get an “A” in Marketing.
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About me… @DemandMetric
CMO & Partner (2007)
Responsibilities Include:
Lead Generation
Product Development
Partner Programs
Connect with John:
https://ca.linkedin.com/in/johnrfollett
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A Few Member Organizations @DemandMetric
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What Grade would the CEO give Marketing?
A
B
C
D
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How Marketers Measure Up @DemandMetric
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What separates the best-in-class? @DemandMetric
C U L T U R E
M
E
A
S
U
R
E
P
L
A
N
ALIGNMENT
OPERATIONS
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Foundation - Culture @DemandMetric
Culture as a Barrier
Work on what’s urgent
Punish mistakes
Trust intuition
Political environment
Culture as a Catalyst
Work on what’s important
Learn from mistakes
Trust data
Transparent environment
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Pillar #1 - Measurement @DemandMetric
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Pillar #2 - Plan @DemandMetric
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Pillar #3 - Alignment @DemandMetric
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Pillar #4 - Operations @DemandMetric
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Common Marketing Ops Functions @DemandMetric
Campaign analysis & reporting
Data management
Marketing technology & automation
Budgeting & planning
Talent & skills development
Customer, market & competitive intel.
Workflow process development
Benchmarking
Project management
Strategic planning
Analytics & predictive modeling
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How do Associations stack up? @DemandMetric
2015 Report is Coming Soon!
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Video Infographic Summary @DemandMetric
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Overall Effectiveness @DemandMetric
Effectiveness Perception Rating
Percentage
High or Somewhat – 73%
Low or Below – 27%
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Communication Efforts @DemandMetric
Communication Effectiveness Rating
Percentage
“Always Relevant & Professional”
6% Decline
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Capabilities @DemandMetric
3 New Capabilities in 2015
Marketing Communications
Graphic Design & Production
Event Planning & Coordination
Takeaway
Membership Retention
15% YOY Increase
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Strategy & Planning Gap @DemandMetric
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Tactics & Usage @DemandMetric
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Marketing Tactics – Effectiveness Gap @DemandMetric
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Skills @DemandMetric
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Digital Marketing & Budgets @DemandMetric
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Metrics & Reporting @DemandMetric
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Budgets and Resources @DemandMetric
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Action Plan @DemandMetric
How to get an “A” in Marketing
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Focus #1 – Executive Leadership @DemandMetric
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Focus #2 – Strategic Orientation
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Focus #3 – Customers @DemandMetric
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Focus #4 – Skills
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Track & measure performance
Use data to improve marketing processes
Use data to improve business processes
Focus #5 – Metrics
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The Payoff
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Thank You for Attending!
@DemandMetric