the 2017 state of digital marketing in higher education

The 2017 State of Digital Marketing in Higher Education

© SilverTech, Inc. 2016

Introduction

Welcome to The 2017 State of Digital Marketing in Higher Education from SilverTech. We are a digital marketing & technology company. We specialize in helping our clients create valuable digital experiences for their customers.

Introduction

Website & Mobile Development, Digital Marketing & Strategy, User Experience (UX) Design, Salesforce Development & Integration, Marketing Automation, Application Development, and Managed Services & Hosting - all united by our Lead to Loyal™ approach.

Agenda

01. About the 2017 State of Digital MarketingReport

02. A Look at Key Findings in HigherEducation

03. Resources, Challenges, & Top Priorities

04. The Technology & Strategy Practices ofEffective Marketing Teams

05. How to Become a Highly EffectiveMarketing Team

P R E S E N T I N G

MARKETING COORDINATOR

Melissa WoelfleinWith a background in journalism, event planning, sales,

and social media, Melissa landed at SilverTech as a Marketing Coordinator. She is primarily responsible for strategically placing SilverTech at market-focused trade

shows and events around the country.

CONTENT STRATEGIST

Ian HughesAs the main content writer for The SilverTech Blog and the host of the Lead to Loyal™ podcast, Ian

aspires to create content that resonates with SilverTech’s diverse audience of marketers and

technologists.

YOUR HOSTS

P R E S E N T I N G

CHIEF DIGITAL OFFICER

Jeff McPhersonFor more than 15 years, Jeff has helped businesses

connect with their consumers by seeking out trends to attract, engage, and retain customers, ultimately driving profitable customer relationships. His areas of expertise

include e-commerce, financial institutions, and the healthcare space, with a focus on strategy, customer

communications, systems and workflows, and enterprise system strategy.

VICE PRESIDENT, GENERAL COUNSEL

Paul CremeWith over 30 years of experience practicing law, Paul

utilizes his extensive legal knowledge as SilverTech’s Vice President, General Counsel. With a primary focus on business and corporate matters,

Paul works with senior leadership to ensure that SilverTech is consistently pursuing strategic goals as

well as provides day-to-day contract review.

SILVERTECH’S HIGHER EDUCATION SPECIALISTS

PRINCIPAL STRATEGIST

Samantha MaltaisSamantha is a seasoned digital strategist, marketer,

and project manager that has the innate ability to combine marketing and operational requirements

while integrating SEO and SEM as well as UI and UX to deliver top-notch strategies for clients. Her ability to create personas that align with individual client

needs make her a unique and invaluable member of our strategy team.

P R E S E N T I N G

DIGITAL STRATEGIST

Sean HoweSean is a seasoned digital marketer with expertise in

content strategy and development, SEO, social media, and analytics. SilverTech relies heavily on Sean to utilize his knowledge of lead generation, blogging, and social media to develop strong digital marketing strategies.

SENIOR ACCOUNT MANAGER

Griffin LaFleurGriffin is an expert communicator and thrives on finding unique and modern solutions. Working closely with clients to determine ideal digital

strategies to accommodate both business goals and budgets, Griffin always delivers the best digital

solutions.

SILVERTECH’S HIGHER EDUCATION SPECIALISTS

SENIOR DIRECTOR, TECHNOLOGY

Derek BarkaDerek leads the team that helps businesses create

profitable relationships throughout the entire customer lifecycle, from Lead to Loyal™. As a

pioneer in the field, Derek helped create many of the tools marketers use today to manage websites and

digital marketing campaigns.

P R E S E N T I N GSILVERTECH PARTNERS

P R E S E N T I N GSILVERTECH CLIENTS

.01About The 2017 Report

About This Report

CRM

For our second annual “State of Digital Marketing” report, SilverTech surveyed nearly 200 marketing leaders, including 27 directors of marketing, 19 marketing managers, 10 Chief marketing officers, and a variety of social media managers, IT directors, and digital marketing managers from 147 unique companies headquartered in 28 different states.

CRM

Marketing teams, both large (10 or more marketers) and small (less than 10 marketers), from B2B, B2C, and B2B2C companies were surveyed. Teams responsible for all marketing efforts (both traditional and digital), primarily traditional marketing efforts (TV, print, radio, events), primarily digital marketing efforts (social media, ppc, seo), and Information Technology (IT) were also surveyed.

About This Report

CRM

Respondents shared what marketing-related activities their teams are responsible for as opposed to using outside partners or contractors to execute.

About This Report

.02Key Findings in Higher Education

Key Findings

In this constantly evolving digital ecosystem, if you aren’t looking ahead you are already behind. The most effective marketing teams are using customer journey strategies, personas, and technology roadmaps to plan, execute, and measure digital marketing projects and ensure that those projects support the strategic goals of their organization.

KEY FINDING

Large Marketing Teams (10 or more marketers) are 2.1x more likely than Small Marketing

Teams (less than 10 marketers) to identify brand awareness as very important to how they are

measured for effectiveness.

KEY FINDING

Large Marketing Teams are 1.5x more likely to utilize personas, 1.4x more likely to utilize a

customer journey strategy, and 1.4x more likely to utilize a technology roadmap than Small

Marketing Teams.

KEY FINDING

Marketing teams that rate their website performance as effective are 1.5x more likely to

have redesigned their website within the last year than marketing teams that rate their

website performance as ineffective.

CRM

Focus on Your Core Audience


Griffin LaFleurDIGITAL STRATEGIST

Sean Howe

You want to create a unique experience for each of those people at different steps in their particular journey.

KEY INSIGHT

“It’s really hard to develop a strategy, content, information architecture if you are trying to be

all things to all people.”

KEY FINDING

Marketing teams that rate their inbound marketing as effective are 1.5x more likely to utilize a marketing automation platform than

marketing teams that rate their inbound marketing as ineffective.

KEY FINDING

Marketing teams that rate their email marketing as effective are 1.4x more likely to utilize a

customer relationship management (CRM) tool than marketing teams that rate their email

marketing as ineffective.

KEY FINDING

Effective marketing teams, both large and small, are using what we at SilverTech call the

Lead to Loyal™ approach.

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The Lead to Loyal™ approach couples marketing technology pillars with strategic cornerstones to ensure that marketing teams can create valuable digital experiences for their leads so that they continue the journey all the way to loyal.

What is Lead to Loyal™?

CHIEF DIGITAL OFFICER

Jeff McPhersonPRINCIPAL STRATEGIST

Samantha Maltais

THE LEAD TO LOYAL PHILOSOPHY

Valuable, relevant digital experiences lead to loyal relationships with your audience.

Digital Marketing Strategy

Application Development

Web & Mobile

UX Design

Salesforce Integration & Development

.03Resources, Challenges, & Top Priorities

CRM

Small Marketing Teams more often rate budget and team resource constraints as major challenges than Large Marketing Teams. While Large Marketing Teams are more likely to identify “ability to keep up with latest trends” as a major challenge.

Resources, Challenges, & Top Priorities

The Americans with Disabilities Act (ADA)

1990The ADA gives civil rights protections to individuals with disabilities similar to those provided to individuals on the basis of race, color, sex, national origin, age, and religion.

2018

The Americans with Disabilities Act Amendments Act (ADAAA) was signed into law and became effective on January 1, 2009. The ADAAA made a number of

significant changes to the definition of “disability.”

The DOJ to issue regulations regarding website accessibility

2008

“The Americans with Disabilities Act (ADA) is a civil rights law that prohibits discrimination against individuals with disabilities in all areas of public life, including jobs, schools, transportation, and all public and private places that are open to the general public.”

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“It is a certainty that at some point you may want to make your website ADA compliant.”

ADA Website Compliance

VICE PRESIDENT, GENERAL COUNSEL

Paul CremeENGINEERING & UX MANAGER

Andrew Eddy

CRM

Large Marketing Teams are increasing their website budgets in 2017 despite going through a website redesign in the past year. Perhaps indicating an eagerness to deploy the more advanced capabilities of their CMS such as personalization and contextual marketing.


PARTNER INSIGHT

“Most B2B sites don’t get refreshed as often as they should. We should probably be thinking of it as often as we update our

phones. Every year and a half to two years; you want to get the most current software underneath and you want to take

advantage of the hardware upgrades that go along with it.”

Kevin Cahill, Regional Alliance Director, Sitecore

CRM

Governance Recommendations



Sean Howe

Everyone is fighting for real estate...align who owns what and reflect back to your institution’s goals.

KEY INSIGHT

“It’s important to always reflect back on the goal of your website.”

CRM

Top priorities for Large Marketing Teams in 2017 are personalization and one-to-one messaging. Small Marketing Teams are prioritizing social media effectiveness.


KEY INSIGHT

“If you don’t have a really smart, user-friendly website on your mobile phone, you are going to

be in trouble...if you’re not ready to go in a mobile environment...you may lose prospective

students.”

CRM

In our first State of Digital Marketing report, it was clear that marketing efforts could be clearly measured and their effectiveness determined. In 2017, organizations have clear expectations that that their marketing teams will perform as drivers of revenue rather than cost centers.


KEY INSIGHT

“Overall, we’ve broken down the focus areas or silos that we’ve always been stuck in and we

focus more on lead cultivation or lead generation as a whole to get us to that end goal of increasing

enrollment.”

INDUSTRY INSIGHT

“The realignment of, or new investment in, technology and business models to more

effectively engage digital customers at every touchpoint in the customer experience lifecycle.”

Definition of Digital Transformation:Brian Solis, Altimeter (@briansolis)

CRM

As primary end-users of the core marketing technologies, marketing teams, both large and small, are often at the vanguard of driving digital transformation within their organizations.


CRM

Large Marketing Teams are 1.5x more likely to utilize personas than Small Marketing Teams.


Large Marketing Teams Small Marketing Teams

CRM

Large Marketing Teams are 1.4x more likely to utilize a customer journey strategy than Small Marketing Teams.



CRM

Large Marketing Teams are 1.4x more likely to utilize a technology roadmap than Small Marketing Teams. With more resources, Large Marketing Teams are able to plan ahead while remaining flexible enough to adjust as priorities shift.



.04The Technology & Strategy

Practices of Effective Marketing Teams

The Technology Pillars of Lead to Loyal™

DIGITAL CUSTOMER EXPERIENCE

MA

CMS

CRM

CRM

It’s important that before beginning your search that your organization has a thorough understanding of exactly what you’re looking to get out of your new CMS.

How to Choose the Right CMS for Your College or University

SENIOR DIRECTOR, TECHNOLOGY

Derek Barka

KEY INSIGHT

“To achieve Personalization...segment users based upon explicit or implicit data.”

Introduction

Website & Mobile Development, Digital Marketing & Strategy, User Experience (UX) Design, Salesforce Development & Integration, Marketing Automation, Application Development, and Managed Services & Hosting - all united by our Lead to Loyal™ approach.

We have partnerships with some of the most recognizable and reputable CMS providers on the market.

Our goal is always to empower clients to make informed decisions based on individual business needs – and unite this with strategic and educated assessments of available platforms -- before ever committing to a solution.

The Strategy Cornerstones of Lead to Loyal™

MACRM


MACRM

Personas: Since there are a number of customer groups, or personas, interacting with an organization, each with their own set of user requirements, it is essential to understand who these personas are. The creation of well thought out personas will help you identify the problems you are hoping to solve for your customers.


MACRM

A customer journey strategy enables you to map your customer’s journey to create appropriate click paths, provide strategy and workflow for both internal and external audiences, and develop interactive prototypes for iterative user testing and validation -- all to create a seamless experience to the end-user. A customer journey strategy is critical to creating an optimized user experience (UX), one that removes barriers and heightens usability.


MACRM

In order to leverage technology to support and scale customer and partner success teams, it is critical that organizations use utilize a technology roadmap. This document is adaptable and intended to act as a roadmap for planning, executing, and measuring customer service and digital marketing projects. All successful roadmaps contain the following: goals, milestones, gaps and barriers, action items, and priorities and timelines.

CRM

Personas help you identify needs, motivations, pain points, expectations, and goals.

The Value of Personas



Sean Howe

KEY INSIGHT

“Personas help set up the ideal path for your users.”

KEY TAKEAWAY

A persona-based website saw a 210% increase in website traffic, a 97% increase in website

generated leads, and a 124% increase in website generated sales.

(MarketingSherpa)

PARTNER INSIGHT

“When businesses think about customer journeys, they need to think about it from an outside-in perspective. This means moving

away from the idea that the customer journey is a controllable process. Customers are ultimately in charge of the interactions

they have with a business.”

Pat Coyne, Thunderhead, VP of Sales for North America

Effective Marketing Teams

In our analysis of the survey responses, it quickly became clear that effective marketing teams are those that integrate the marketing technology pillars and utilize the strategy cornerstones.

The application of the pillars and cornerstones, what we at SilverTech call the Lead to Loyal approach™, gives marketers dramatic insight into the buying habits and needs of their customers.

CRM

The Technology & Strategy Practices of Effective Marketing Teams

CRM

Website Presence: Effective Marketing Teams are 1.5x more likely to utilize personas than Ineffective Marketing Teams.

Website Presence is mostly or very effective

Website Presence is ineffective or only somewhat effective


CRM

Website Presence: Effective Marketing Teams are 1.4x more likely to utilize customer journey strategy than Ineffective Marketing Teams.




CRM




Website Presence: Effective Marketing Teams are 1.2x more likely to utilize technology roadmaps than Ineffective Marketing Teams.

CRM


CRM

Inbound Marketing: Effective Marketing Teams are 1.2x more likely to utilize personas than Ineffective Marketing Teams.

Inbound Marketing is mostly or very effective

Inbound Marketing is ineffective or only somewhat effective


CRM

Inbound Marketing: Effective Marketing Teams are 1.1x more likely to utilize customer journey strategy than Ineffective Marketing Teams.




CRM




Inbound Marketing: Effective Marketing Teams are 1.2x more likely to utilize technology roadmaps than Ineffective Marketing Teams.

CRM


CRM

Email Marketing: Effective Marketing Teams are 1.4x more likely to utilize personas than Ineffective Marketing Teams.

Email Marketing is mostly or very effective

Email Marketing is ineffective or only somewhat effective


CRM

Email Marketing: Effective Marketing Teams are 1.3x more likely to utilize customer journey strategy than Ineffective Marketing Teams.




CRM




Email Marketing: Effective Marketing Teams are 1.7x more likely to utilize technology roadmaps than Ineffective Marketing Teams.

CRM

SEO: Effective Marketing Teams are 1.4x more likely to utilize personas than Ineffective Marketing Teams.

SEO Marketing is mostly or very effective

SEO is ineffective or only somewhat effective


CRM

SEO: Effective Marketing Teams are 1.5x more likely to utilize customer journey strategy than Ineffective Marketing Teams.


SEO is mostly or very effective


CRM


SEO is mostly or very effective


SEO: Effective Marketing Teams are 1.3x more likely to utilize technology roadmaps than Ineffective Marketing Teams.

CRM

Digital Advertising: Effective Marketing Teams are 1.4x more likely to utilize personas than Ineffective Marketing Teams.

Digital Advertising is mostly or very effective

Digital Advertising is not or only somewhat effective


CRM

Digital Advertising: Effective Marketing Teams are 1.5x more likely to utilize customer journey strategy than Ineffective Marketing Teams.



Digital Advertising is ineffective or only somewhat effective

CRM



Digital Advertising is ineffective or only somewhat effective

Digital Advertising: Effective Marketing Teams are 1.2x more likely to utilize technology roadmaps than Ineffective Marketing Teams.

CRM

Social Media Marketing: Effective Marketing Teams are 1.5x more likely to utilize personas than Ineffective Marketing Teams.

Social Media Marketing is mostly or very effective

Social Media Marketing is not or only somewhat effective


CRM

Social Media Marketing: Effective Marketing Teams are 1.4x more likely to utilize customer journey strategy than Ineffective Marketing Teams.



Social Media Marketing is ineffective or only somewhat effective

CRM



Social Media Marketing is ineffective or only somewhat effective

Social Media Marketing: Effective Marketing Teams are 1.5x more likely to utilize technology roadmaps than Ineffective Marketing Teams.

.05How to Become a Highly Effective Marketing Team

Key Findings

Large Marketing Teams and Effective Marketing Teams collaborate with the engineering/development side of their organization or partner with an agency to ensure that their core marketing and sales technologies, CMS, MA, and CRM, are fully integrated to allow a free flow of data that facilitates of full understanding of the customer and their journey from Lead to Loyal™.

CRM

Personas are key to creating a “good” user experience.

User Experience is Paramount



Sean Howe

KEY INSIGHT

“It isn’t enough to just have a website anymore, the experience needs to be immediately valuable

and relevant to visitors or they will leave to find one that is.”

KEY FINDING

Effective marketing teams, both large and small, are using what we at SilverTech call

the Lead to Loyal™ approach.

P R E S E N T I N GSILVERTECH CLIENTS

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