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7 Deadly Sins of Marketing

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Hana Abaza
Hana Abaza

My presentation about the 7 Deadly Sins if Marketing at Target Marketing Mag's virtual conference. We cover a ton of stuff including: - Metrics Driven Marketing - Audience Segmentation - Selling vs. Nurturing

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7 DEADLY SINS OF MARKETING Hana Abaza, Director of Marketing @HanaAbaza
7 DEADLY SINS OF MARKETING @HANAABAZA 1. MARKETING WITHOUT METRICS *80% of CEOs don’t trust marketers. Marketer need to be adept in collecting and identifying the metrics that matter. 1. Engagement metrics 2. Business metrics *Source: Fournaise Group
7 DEADLY SINS OF MARKETING @HANAABAZA Engagement metrics can be valuable indicators in social and content marketing, telling you how well your content is resonating with your audience. ENGAGEMENT METRICS Time on site Pages per visit Social shares Bounce rate Search rankings
7 DEADLY SINS OF MARKETING @HANAABAZA Understanding your business metrics will help you figure out and boost your marketing ROI. BUSINESS METRICS CTA / Form conversion rate Visitor to lead conversion Lead to customer conversion Cost per lead / customer Customer retention (churn)
7 DEADLY SINS OF MARKETING @HANAABAZA 2. MARKETING IN A SILO If you don’t talk to your customers and your internal teams (sales, customer service and product) you’re missing out! Get insights from everyone so you can pack a bigger marketing punch.
7 DEADLY SINS OF MARKETING @HANAABAZA QUESTIONS FOR SALES 1. What are the main objections you hear? 2. What is the biggest pain point for our customers? 3. What is the top non-product related question you get?
7 DEADLY SINS OF MARKETING @HANAABAZA QUESTIONS FOR CUSTOMERS 1. Exit surveys: why didn’t they buy? 2. New customer surveys: what do they love? 3. Are you a “must-have”? 4. Would they recommend you? (NPS)
7 DEADLY SINS OF MARKETING @HANAABAZA 3. NO AUDIENCE SEGMENTATION Not segmenting your audience is like sending your grandmother and your husband the exact same birthday card!
7 DEADLY SINS OF MARKETING @HANAABAZA WHY SEGMENT? Increase conversion rates Create a better experience Increase customer retention Increase revenue!
7 DEADLY SINS OF MARKETING @HANAABAZA HOW TO SEGMENT Behavioral: what actions have they taken? Demographic: who are they, what’s their situation?
7 DEADLY SINS OF MARKETING @HANAABAZA 4. NO EXPERIMENTATION PROCESS There is ALWAYS room for improvement! Foster a culture of testing and experimentation. It’s okay to fail in order to find a big win.
7 DEADLY SINS OF MARKETING @HANAABAZA TEST TEST TEST! Try new messaging A/B tests (landing pages, emails etc.) Multivariate testing (landing pages) Channel testing (social, paid etc.) So much more!
7 DEADLY SINS OF MARKETING @HANAABAZA WHEN THE RESULTS ARE IN 1. Kill the experiment – if it’s not working 2. Optimize for a while longer – if it might work 3. Scale it – if it’s working really well
7 DEADLY SINS OF MARKETING @HANAABAZA 250% increase in conversion Traditional Landing Page Uberflip CTA Overlay Example: Monetate’s marketing team tested a traditional landing pages against an Uberflip overlay CTA and saw a 250% increase in conversion. All marketers need a process for testing and experimentation.
7 DEADLY SINS OF MARKETING @HANAABAZA 5. SPRAY & PRAY MARKETING Definition: “Spraying” large groups of potential customers with your message without targeting the right message to the right person at the right time. Experimentation > discover effective new channels Spray & pray > waste time, money and resources
7 DEADLY SINS OF MARKETING @HANAABAZA 6. “SELLING” NOT “NURTURING” Most prevalent in content and email marketing Avoid low-value content or rushing straight to “the pitch” Nurture leads at every stage of the buyer journey
7 DEADLY SINS OF MARKETING @HANAABAZA 7. “SET IT AND FORGET IT” ABO – Always be Optimizing It’s easy to set up a PPC or email nurture campaign and just let it run. Set up a process for evaluation and iteration.
7 DEADLY SINS OF MARKETING @HANAABAZA WHAT TO OPTIMIZE How is it performing? Will optimizing have a business impact? Website funnel Email campaigns Email subject lines And more…
7 DEADLY SINS OF MARKETING @HANAABAZA Thank you! Let’s keep in touch. Connect with Hana

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7 Deadly Sins of Marketing

  • 1. 7 DEADLY SINS OF MARKETING Hana Abaza, Director of Marketing @HanaAbaza
  • 2. 7 DEADLY SINS OF MARKETING @HANAABAZA 1. MARKETING WITHOUT METRICS *80% of CEOs don’t trust marketers. Marketer need to be adept in collecting and identifying the metrics that matter. 1. Engagement metrics 2. Business metrics *Source: Fournaise Group
  • 3. 7 DEADLY SINS OF MARKETING @HANAABAZA Engagement metrics can be valuable indicators in social and content marketing, telling you how well your content is resonating with your audience. ENGAGEMENT METRICS Time on site Pages per visit Social shares Bounce rate Search rankings
  • 4. 7 DEADLY SINS OF MARKETING @HANAABAZA Understanding your business metrics will help you figure out and boost your marketing ROI. BUSINESS METRICS CTA / Form conversion rate Visitor to lead conversion Lead to customer conversion Cost per lead / customer Customer retention (churn)
  • 5. 7 DEADLY SINS OF MARKETING @HANAABAZA 2. MARKETING IN A SILO If you don’t talk to your customers and your internal teams (sales, customer service and product) you’re missing out! Get insights from everyone so you can pack a bigger marketing punch.
  • 6. 7 DEADLY SINS OF MARKETING @HANAABAZA QUESTIONS FOR SALES 1. What are the main objections you hear? 2. What is the biggest pain point for our customers? 3. What is the top non-product related question you get?
  • 7. 7 DEADLY SINS OF MARKETING @HANAABAZA QUESTIONS FOR CUSTOMERS 1. Exit surveys: why didn’t they buy? 2. New customer surveys: what do they love? 3. Are you a “must-have”? 4. Would they recommend you? (NPS)
  • 8. 7 DEADLY SINS OF MARKETING @HANAABAZA 3. NO AUDIENCE SEGMENTATION Not segmenting your audience is like sending your grandmother and your husband the exact same birthday card!
  • 9. 7 DEADLY SINS OF MARKETING @HANAABAZA WHY SEGMENT? Increase conversion rates Create a better experience Increase customer retention Increase revenue!
  • 10. 7 DEADLY SINS OF MARKETING @HANAABAZA HOW TO SEGMENT Behavioral: what actions have they taken? Demographic: who are they, what’s their situation?
  • 11. 7 DEADLY SINS OF MARKETING @HANAABAZA 4. NO EXPERIMENTATION PROCESS There is ALWAYS room for improvement! Foster a culture of testing and experimentation. It’s okay to fail in order to find a big win.
  • 12. 7 DEADLY SINS OF MARKETING @HANAABAZA TEST TEST TEST! Try new messaging A/B tests (landing pages, emails etc.) Multivariate testing (landing pages) Channel testing (social, paid etc.) So much more!
  • 13. 7 DEADLY SINS OF MARKETING @HANAABAZA WHEN THE RESULTS ARE IN 1. Kill the experiment – if it’s not working 2. Optimize for a while longer – if it might work 3. Scale it – if it’s working really well
  • 14. 7 DEADLY SINS OF MARKETING @HANAABAZA 250% increase in conversion Traditional Landing Page Uberflip CTA Overlay Example: Monetate’s marketing team tested a traditional landing pages against an Uberflip overlay CTA and saw a 250% increase in conversion. All marketers need a process for testing and experimentation.
  • 15. 7 DEADLY SINS OF MARKETING @HANAABAZA 5. SPRAY & PRAY MARKETING Definition: “Spraying” large groups of potential customers with your message without targeting the right message to the right person at the right time. Experimentation > discover effective new channels Spray & pray > waste time, money and resources
  • 16. 7 DEADLY SINS OF MARKETING @HANAABAZA 6. “SELLING” NOT “NURTURING” Most prevalent in content and email marketing Avoid low-value content or rushing straight to “the pitch” Nurture leads at every stage of the buyer journey
  • 17. 7 DEADLY SINS OF MARKETING @HANAABAZA 7. “SET IT AND FORGET IT” ABO – Always be Optimizing It’s easy to set up a PPC or email nurture campaign and just let it run. Set up a process for evaluation and iteration.
  • 18. 7 DEADLY SINS OF MARKETING @HANAABAZA WHAT TO OPTIMIZE How is it performing? Will optimizing have a business impact? Website funnel Email campaigns Email subject lines And more…
  • 19. 7 DEADLY SINS OF MARKETING @HANAABAZA Thank you! Let’s keep in touch. Connect with Hana