The Marketing Performance Blueprint : Strategies and Technologies to Build and Measure Business Success

**Discover what's possible when the art and science of marketing collide**__The Marketing Performance Blueprint__ is an actionable and innovative guide to unlocking your potential as a marketer and accelerating success for your business. With an eye toward the marketing industry's rapid evolution, this book focuses on the processes, technologies, and strategies that are redefining the marketing environment. Step by step, you will learn how to build performance-driven organizations that exceed ROI expectations and outpace the competition. Companies are demanding a more technical, scientific approach to marketing, and this guide provides the key information that helps marketing professionals choose the right tools and recruit the right talent to more effectively build brand, generate leads, convert sales, and increase customer loyalty. Marketers are facing increased pressure to connect every dollar spent to bottom-line results. As the industry advances, the tremendous gaps in talent, technology, and strategy leave many professionals underprepared and underperforming. __The Marketing Performance Blueprint__ helps bridge those gaps: * Align marketing talent, technology, and strategy to reach performance goals * Drive digital marketing transformation within your organization * Recruit, train, and retain a modern marketing team * Propel growth through digital-savvy marketing agency partners * Adapt more quickly to marketing technology advancements * Create connected customer experiences * Turn marketing data into intelligence, and intelligence into action * Devise integrated marketing strategies that deliver real business results The marketers who will redefine the industry in the coming months and years will never stop challenging conventional knowledge and solutions. Whether in terms of evolved talent, advanced technology, or more intelligent and integrated strategies, these driven professionals will be in demand as the pioneers of the new marketing era. __The Marketing Performance Blueprint__ helps marketers blaze a trail of their own by providing a roadmap to success. THE MARKETING PERFORMANCE BLUEPRINT 3 Contents 9 Foreword 13 Acknowledgments 17 Introduction 19 Underprepared and Underperforming 19 Build a Performance-Driven Organization 20 Accelerate Success 21 Section I: The Backstory 22 Section II: Marketing Talent 22 Section III: Marketing Technology 23 Section IV: Marketing Strategy 23 SECTION I The Backstory 25 Chapter 1 Mind the Gaps 27 The Marketing Talent Gap 27 In Search of the Unicorns 27 Fill Marketing Talent Gaps 29 The Marketing Technology Gap 30 Fill Marketing Technology Gaps 32 The Marketing Strategy Gap 33 B2C and B2B Consumers Take Control 33 Going Inbound 35 Fill Marketing Strategy Gaps 36 The Marketing Performance Gap 38 Fill the Marketing Performance Gap 38 Chapter 2 Commit to Digital Transformation 41 Adoption and Adaptation 41 Obstacles to Evolution 42 Accountability 43 Complacency 43 Conservative Culture 44 Lack of Knowledge and Talent 45 Power Struggles and Politics 46 Silos 46 Legacy Systems and Technology Fatigue 47 The Exposed Brand 47 The Underdog Opportunity 48 SECTION II Marketing Talent 53 Chapter 3 Build a Modern Marketing Team 55 A Talent War Has Begun 55 Transformation of a Traditional Marketer 56 Anatomy of the Modern Marketing Team 58 The Marketing Organization Chart 67 Rise of the Hybrids 68 The Science of Recruiting 70 Step 1: Map Skills Gaps 71 Step 2: Define Candidate Personas 71 Step 3: Adjust Brand Positioning 71 Step 4: Create Candidate-Focused Content 72 Step 5: Build Landing Pages with Profiling Questions 72 Step 6: Score and Segment Candidates Using Behavior-Based Signals 72 Step 7: Activate Automated Email Workflows 73 Chapter 4 Construct an Internal Marketing Academy 77 Keeping Pace or Falling Behind? 77 Outliers and Innovators 79 The Role of Online Education 80 An Internal Academy Model 83 Step 1: Appoint an Academy Leader 84 Step 2: Define Academy Goals 85 Step 3: Conduct a Skills Assessment 85 Step 4: Build the Curriculum 86 Step 5: Map Standard Paths 89 Step 6: Personalize Individual Assessment Plans 89 Step 7: Establish a Feedback Loop 90 Step 8: Develop Support Systems 90 Step 9: Automate Management Emails 90 Step 10: Create a Measurement and Recognition System 91 Step 11: Conduct Performance Reviews 91 Chapter 5 Propel Growth through Agency Partners 93 The Marketing Agency Ecosystem 93 Finding Your Match 94 1. Partner with Performance-Driven Firms 95 2. Assess the Account Team 96 3. Find Tech-Savvy Firms 96 4. Demand That Digital Is Ingrained in Their DNA 96 5. Invest in the Doers 97 6. Seek Systems for Success 97 7. Find Partners, Not Providers 97 Turn to Partner Programs and Marketplaces 98 Managing the Outsourced Team 100 Agency-Side Factors 101 Client-Side Factors 103 SECTION III Marketing Technology 109 Chapter 6 Create a Connected Customer Experience 111 It Is Their Journey, Not Yours 111 The Impact of Automation 112 Automation at Work 113 Algorithms and Artificial Intelligence 116 Origins of the Intelligence Engine 120 Meet Watson, Your New Machine Overlord 121 Lets Get Contextual 122 Marketing in a Multiscreen World 123 When the Cookie Crumbles 125 Chapter 7 Manage the Marketing Technology Matrix 131 Into the Cloud 131 Marketing Technology Consolidation and Diversification 132 Brinkers Marketing Technology Landscape 133 Map Your Marketing Technology Strategy 136 1. Appoint Someone to Own Marketing Technology 136 2. Facilitate Continuous Collaboration between Marketing and IT 137 3. Start with the Core Technologies 137 4. Consider User Reviews 138 5. Become More Agile 139 6. Focus Your Investments 139 7. Put Technology to Work 139 8. Prepare for Real-Time Marketing 140 9. Test and Revise 140 Core Technologies Snapshot 140 Analytics 140 Call Tracking 141 Content Management System (CMS) 141 Customer Experience Management (CEM) 142 Customer Relationship Management (CRM) 143 Email Marketing 143 Internal Social Networks 143 Marketing Automation 144 Project Management 144 Search Engine Optimization (SEO) 145 Social Media 145 SECTION IV Marketing Strategy 149 Chapter 8 Perform a Marketing Assessment 151 Potential for Success 151 Foundation 152 Reach 152 Expectations 153 Potential 153 The Marketing Score Model 154 How Professionals Rate Their Potential and Performance 155 Business and Marketing Cores 159 Business Cores 160 Marketing Cores 163 The Strategy Gateway 166 Chapter 9 Develop a Marketing Scorecard 171 Metrics That Matter 171 Scorecard Process 172 Step 1: Prioritize Marketing Goals 173 Step 2: Identify KPIs 174 Step 3: Customize Your Funnel 179 Step 4: Input and Analyze Data 179 Step 5: Establish Benchmarks and Prime Goals 181 Step 6: Update and Activate the Scorecard 181 Getting Started with Google Analytics 182 Define a Measurement Plan Based on Business Objectives and KPIs 183 Establish Properties and Views Structure 183 Install Filters 183 Create Account Users and Set Access at the View Level 183 Set Goals and Goal Values 184 Determine Attribution Report Preferences and System 184 Set Up Ecommerce Tracking (If Applicable) 185 Integrate AdWords (If Applicable) 185 Connect Webmaster Tools 186 Define the Events Tracking System 186 Establish the UTM Tagging Process 186 Create and Schedule Custom Reports 187 Build Custom Dashboards 188 Automate and Visualize Intelligence 188 Chapter 10 Strategize a Marketing Game Plan 191 e3 Model Snapshot 191 Evaluate 192 Step 1: Complete a Marketing Assessment 193 Step 2: Conduct Discovery Research 193 Establish 194 Step 3: Calculate Marketing Budgets 194 Step 4: Build a Marketing Scorecard 196 Step 5: Set Prime Goal Values 196 Step 6: Define and Segment Audiences 197 Step 7: Profile Personas 200 Step 8: Catalog Accelerators 202 Step 9: Establish Milestones 203 Step 10: Construct the Campaign Center 203 Step 11: Develop the Project Center 210 Step 12: Integrate into a Project Management System 212 Step 13: Set Up Campaign Tracking 214 Execute 215 Step 14: Launch Builder and Driver Campaigns 215 Step 15: Adapt Activities Based on Performance 215 Conclusion 219 Resources 231 Visit performance.PR2020.com 231 Complete a Marketing Score Assessment 231 Connect 232 Notes 233 About the Author 243 Index 245 EULA 254 Discover what's possible when the art and science of marketing collide The Marketing Performance Blueprint is an actionable and innovative guide to unlocking your potential as a marketer and accelerating success for your business. With an eye toward the marketing industry's rapid evolution, this book focuses on the processes, technologies, and strategies that are redefining the marketing environment. Step by step, you will learn how to build performance-driven organizations that exceed ROI expectations and outpace the competition. Companies are demanding a more technical, scientific approach to marketing, and this guide provides the key information that helps marketing professionals choose the right tools and recruit the right talent to more effectively build brand, generate leads, convert sales, and increase customer loyalty. Marketers are facing increased pressure to connect every dollar spent to bottom-line results. As the industry advances, the tremendous gaps in talent, technology, and strategy leave many professionals underprepared and underperforming. The Marketing Performance Blueprint helps bridge those gaps: Align marketing talent, technology, and strategy to reach performance goals Drive digital marketing transformation within your organization Recruit, train, and retain a modern marketing team Propel growth through digital-savvy marketing agency partners Adapt more quickly to marketing technology advancements Create connected customer experiences Turn marketing data into intelligence, and intelligence into action Devise integrated marketing strategies that deliver real business results The marketers who will redefine the industry in the coming months and years will never stop challenging conventional knowledge and solutions. Whether in terms of evolved talent, advanced technology, or more intelligent and integrated strategies, these driven professionals will be in demand as the pioneers of the new marketing era. The Marketing Performance Blueprint helps marketers blaze a trail of their own by providing a roadmap to success. The marketing industry is advancing at an unprecedented rate, creating seemingly insurmountable gaps in marketing talent, technology, and strategy. At a time when marketers face increasing pressure to connect every dollar spent to bottom-line results, they are largely underprepared and underperforming. But with obstacles come opportunities. The marketers who will redefine the industry in the coming months and years, and be in high demand, take a technical, scientific approach. They never stop seeking better talent, enhanced technology, and more intelligent and integrated strategies. The Marketing Performance Blueprint is a modern marketer's guide to maximize return on investment through hybrid talent, advanced technology, and inbound strategy