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Transcript of JACO ThtLdrshp ThruLinesPOV Fnl
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8/3/2019 JACO ThtLdrshp ThruLinesPOV Fnl
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A New Landscape,A Change In Perspective:A Point Of View On Methodology For Todays Marketer
By: Tom Jacobs
http://www.jacobsagency.com/ -
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A New Landscape, A Change in Perspective: A Point Of View On Methodology For Todays Marketer
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Marketers have less control due to the fragmentation
of media and the proliferation of inuencers on
purchasing behavior
Companies need to refocus their marketing efforts,
keeping objectives in mind, and being there at
key touch points to ensure their brand is part of the
targets consideration set
Agency partners should be tasked to fulll marketing
objectives vs. simply executing tactics in silos
Consumer and b-to-b marketers should look beyond
their standard set of tactics and view engagement
holistically, understanding that to be part of the
targets decision-making process is to be part of their
everyday world
Key Takeaways
By: Tom Jacobs
A New Landscape,A Change In Perspective:A Point Of View On Methodology For Todays Marketer
Marketing and promotion activities have traditionally
been classied as above the line and below the line,
respectively. According to The Marketing Book,
these terms came into play in the mid 1950s at
Proctor & Gamble. Advertising agencies were paid
differently than companies who undertook activitiesother than advertising, which was above the line.
It was at this time that marketers began to identify
those other activities as an actual but separate
marketing practice, called below the line promotion.
While these terms have Accounting department
origins connected to agency compensation and
commissions, they have evolved into industry
nomenclature. Conventional mass media fell above
the line and the unconventional tactics at the
timesales promotions, events, point of sale, direct
marketing, public relationslanded below. Marketers
had tidy categories in which they could push and pulltarget audiences, and were provided great control over
brand messages. But times have changed. The
evolution of technology, media and communications
usage has blurred this line and necessitated a fresh
look at how to implement the marketing mix.
Above And Below: Yesterdays Simple Reality
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A New Landscape, A Change in Perspective: A Point Of View On Methodology For Todays Marketer
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Technology has changed the frequency, and the way
we communicate with each other, and with brands.
Communication is now a two-way street, and is
traveled by inuencers of all kinds. Every day
intentional and unintentional messages reach
targets directly and indirectly, through an ever-growing tangle of vehicles and tactics.
Campaigns roll out through various
media and are then discussed in
posts and tweets. Companies
and individuals create content,
and in turn bloggers spread the
ideas and their views. Today,
decisions to exclude products/
services from the consideration set
are taking place before the brand
even connects with the target. Thisshift from one-way communications
(from marketers to the target) to lengthier
two-way conversations between the marketer and
target, plus the additional dialogue with numerous
inuencers has taken a portion of the coveted control
away from marketers and put it in the hands of the
consumer. The conversation has changed. The
balance has shifted.
Today consumers also do more investigation on their
own and are very selective (because they can be) of
how and when they wish to receive communications.
According to a McKinsey research study, two-thirds
of touch points in the active-evaluation phase
of decision-making involve audience-driven
activities, such as online reviews, word-of-mouth
recommendations, in-store interaction and pastexperiences. That leaves just a third of
touch points involving company-
driven marketing activities to reach
these targets.
In an effort to help marketers get
a handle on all the ever-growing
options for company-driven activities,
agencies are acquiring or establishing
sub-groups and sub-branded
specializations in various tactics to
demonstrate areas of expert ise. Much of
the time this fragments the communication and
undermines the consumer/brand relationship, while
adding to the already communication-saturated world.
When marketers employ a growing stable of agencies,
each with a specialization in one or a few disciplines,
rarely do the messages and campaigns integrate uidly,
and they run the risk of confusing the target. Its nearly
impossible to penetrate a complex communications
world if you dont have a coordinated plan and
logical approach.
Far From Tidy: Todays Marketing Chaos
To cut through the complexities of todays
communication-saturated world, marketers need to
redirect their efforts towards objectives and align
them with customer decision-making processes. Then
companies can focus on the core goal of reaching
targets at the critical moments of inuence and
decision. To not get caught in the tangled world of
tactics and vehicles, its important that marketers
deliver messages how, where and when they need to
be delivered, and not where they dont.
At Jacobs Agency, we have experienced that by
keeping our clients marketing objectives as our guide,
we have helped them successfully navigate this new
landscape with efforts that engage and produce
results. Marketers feel pressure now to be everywhere
and execute every tactic available. Our proprietary
philosophy, Through the LinesSM engagement, helps us
maintain perspective. This philosophy also helps the
companies with whom we work stop and think about
the right strategy to fulll objectives, and not just
jump into executing an online promotion or social
media initiative or whatever other emerging tactic
happens to be in todays RSS feed.
A Reocus Is Required
Deliver messages how, where and
when they need to be delivered, and
not where they dont.
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A New Landscape, A Change in Perspective: A Point Of View On Methodology For Todays Marketer
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Building Targeted Awareness
Awareness still matters in this new era of customer
engagement. Brands that are in the initial consideration
set can be up to three times more likely to be
purchased eventually than brands that arent in it.
However, what marketer doesnt have a budget that
they need to spend efciently? What have traditionally
been viewed as awareness building tactics are not
always the surest and most cost-effective way to get
on the targets radar today. Its become less about time
and place, and more about timing and relevance. Yes,
today targets are in more places, often simultaneously,
and they have more brands competing for their
attention. But the good news is there are more ways to
nd out where targets are, and when. Marketers should
investigate where concentrated audience segments are
during the phase of active evaluation in order to have
a more targeted and precise approach to raising
awareness. This knowledge also provides insight into
what the targets interests and preferences are, so
marketers and agencies can provide something of value
and relevance at these
key touch points.
When your product
or service shows up
where your target is,
with something they
nd interesting, youve
established that you get
them. Your brand has their
interest. Now, you just need to keep it.
Creating Audience Engagement
Audience engagement is very closely tied to building
targeted awareness. Successful awareness is about
getting their attention. Successful engagement is
about earning their conviction. Basically the desired
outcome of engaging the target is to nudge them
along, secure the sale and encourage repurchase.
At Jacobs Agency, we dont see engagement as simply
meaning experiential or social. Engagement
For some marketers, navigating a message through todays noisy vehicle-laden and tactic-crazy
world can seem dauntingespecially when the recipient is on the move. For us, understanding we
need to engage Through the Lines is only part of the equation. How we actively get through those
lines is even more important. Weve always found that keeping marketing objectives (not the tactical
execution) as the focus, ensures campaigns stay on course and deliver results. With an Objectives-
Based Approach, marketers and agencies can develop goal-oriented strategies based on the audiences
decision-making process and communication preferences. If you start with a particular marketing
vehicle, you only end up backing into a strategy that might not accomplish the goal at hand. And
with tactics being trendy, and trends being what they are, you are stuck zigging when your audience
decides that they now prefer to zag.
Beyond Tactical Execution: An Approach Based On Objectives
When your product or servi
shows up where your target
is, with something they nd
interesting, youve establishe
that you get them.
Share o Purchases, % Average Number o Brands
Sector Initial Consideration Active Evaluation Loyalty Loop*In InitialConsideration Set
Added in ActiveConsideration
Autos 3.8 2.2
Personal Computers 1.7 1.0
Skin Care 1.5 1.8
Telecom Carriers 1.5 0.9
Auto Insurance 3.2 1.4
63
49
38
38
13
7
27
25
42
78
30
24
37
20
9
The Consumer Decision Journey from McKinsey Quarterly
Your Objectives Are Your North Star
* For skin care, includes consumers who purchased their current brand two or more times in past three months and for whom current brand made up at least 70% of total categorypurchases in past three months; for all others, includes consumers who purchased same brand on current occassion as on previous occassion and did not consider any other brands.
-
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A New Landscape, A Change in Perspective: A Point Of View On Methodology For Todays Marketer
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happens any time you solicit a target audience
to interact with a brand. Its a slightly different
perspective, and the difference is in the way the
connection is made; the way the impression is
created; the way feelings are evoked; the way
dialogue is established. These days, keeping a
targets attention and turning that into
conviction requires a ner focus. A morepinpointed plan of contact. The shot-gun blast
is no longer effective or efcient. Connecting
with the right who at the right when and
with the right what is the key to establishing
brand activation and advocacy with your target.
But even in todays new era of marcom, one
thing is still true: one should not assume that
a brand with high awareness, already under
consideration will always remain that way.
Companies need to identify when audiences
scratch them off the list to help pinpoint
when and where marketing needs to play a
stronger role.
McKinsey uncovered that the number of brands
under consideration during the active-evaluation
phase may now actually expand rather than
narrow as consumers seek information and shop
a category. Brands may interrupt the decision-
making process by entering into the consideration
set and possibly even push out rivals. This change
in behavior creates tremendous opportunities formarketers by allowing them the opportunity to
add touch points at key times when brands can
sway and inuence decisions.
Designing Eective Lead Generation
And Prospect Nurturing Programs
Marketers familiar with b-to-b segments
understand the importance of lead generation
and nurturing activities to move prospects
through their decision-making processes. The key
is to strike the right balance. Forrester Researchnds companies that excel at lead nurturing are
able to generate 50% more sales-ready leads at
33% lower cost per lead. Nurtured leads also
deliver 47% higher average order values than
non-nurtured leads. Adding to the marketing
challenge of rst opening the line of
communication, and then creating relevant
Click to view this infographic on the web
http://mashable.com/2011/06/09/media-agency-budgetshttp://mashable.com/2011/06/09/media-agency-budgetshttp://mashable.com/2011/06/09/media-agency-budgets -
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A New Landscape, A Change in Perspective: A Point Of View On Methodology For Todays Marketer
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touches at the right trigger points, there are also
growing numbers of inuencers that impact the nal
outcome. According to MarketingSherpa, even at small
companies (100-500 employees), the average number
of people involved in a decision is 6.8and that
number goes as high as 21 individuals on a buying
committee at larger companies. Todays marketersshould re-evaluate how they ll the pipeline by
reviewing their product/service sales process rst. Then
mine and cultivate compelling content and incentives
and determine the right time to employ themto
prospects as well as inuencersthroughout the
nurturing process. Jacobs Agency has seen too often
that the quantity of content/incentive is the sole focus
vs. identifying and creating the appropriate content to
move a prospect to the next stage of a sale.
Historically, incentives were offered via standard means
and targets either accepted or didnt, based on their
need or interest. Today, the opportunities for incentives
are much richer. The ipside is there are also many
more incentives being offered in many more places. But
now we can craft specic
subject matter, serve it up in
a way the target prefers, even
communicate with that target
in a more relevant manner.
By employing behavioral
tracking technologies,
content marketing, and otherpull strategies available
todayfrom PURLs, to
webinars, to thought
leadershipwe can
incentivize when and where
the targets want incentives.
With this ability, advancing
the buying cycle and
targeting the target is much
more targeted.
Ensuring Sales Is
Enabled And Aligned
Marketing can optimally
impact an organization when
Sales and Marketing are
aligned and collaborating.
Often companies diminish
their own marketing
investments by leaving Sales
out of the loop and unable to
continue the dialogue thatMarketing has started. With
so many more channels
available today, marketers
have ample opportunities to
present their brands to an
audience and set their
expectations. Once the
audience is nodding along,
HOT!
SALESREADYSALESREADY
IS IT BREATHING?
YES = LEAD
WANTEDBIG?
CLOSE?
PURDY?
TAKEEM
ALIVE!
ALIEN METHODOLOGY
LEAD
SALESREADYSALESREADY
Marketing
Ready for Round-Up?
Findingthe PrimeCuts.
Sales
Dont Go Chasin Jackalope
Whos Minding the Herd?
of leads that are not being tended to (by marketing OR sales)
will eventually buy within the next 24 months usually from
someone else! In the case of nurturing, An open-door policy is
completely and utterly unacceptable...
Source: DemandGenReport
Can the Cowboys and Aliens learn to work together and save the
ranch from bad ROI and unrealized revenue? Find out in our exclusive
eBook Lead Nurturing: The Intergalactic Partnership
Available for download at marketstar.com
HostileTerritory
The Infamous FunnelMarketing resides in the far reaches of space, beaming
everything with the slightest resemblance of a lead to earth.
Sales people roam the range, wrangling the large, juicy leads
with little regard to their sales-readiness.
BUT, is either group alone properly enabled to ensure
that each cow is actually a cow, to raise and edu-
cate the young calves, and to differentiate the
sales-ready cattle from the rest of the herd?
Hovering above the funnel, these mysterious,
technologically advanced creatures possess
powers most people dont understand.
Marketers probe forintelligence and insight,
and then build a lethal and strategic plan to
unleash a swift and effective attack aimed
at elevating demand. They are
eccentric outsiders many dont
believe are real, but the evidence
of their existence is proven by
years of purported
sightings andout-of-this world
campaigns.
Most demand generation activities bring in
all sorts of prospects. But these prospects
typically lack any sort of quantiable data,
leading to a pool of prospects that are often
immature or simply the wrong breed.
Technology Enabled
Tools and Trickery
Exceptional Strength and
Skill for Forceful Manipulation
Just because its big,
doesnt mean itsa Grade A Prime lead!
Sales people rarely
have enough data on the activity and
relevance of a lead to determine
if it is fully mature and ready for round up.
Allowing internal factors like quota pressure
to dictate lead ow further compromises
the process.
Roaming the wide open spaces at the
bottom of the funnel, these heroic range
riders are quick talkers with roping and riding
skills few can match. Sales people live for the
moment, herding only the largest cattle with a
carefree attitude and uninching focus on their nextobjective. They are an ardent bunch who live life on
the range alone, taking care of business for the
highest bidders and working for one thing
bringing the herd home.
75%
80%
80%
of all new leads generated by Marketing teams
are not yet receptive to contact from the Sales team,
which means they may as well be imaginary creatures!Source: RainToday.com
of leads generated by marketing are
ignored and die because sales does
not believe they are sufciently
ready for herding!
Is there hope on the range?
Source: MarketingMaven
ILLUSTRATIONBYADAM GUNN
Click to view this infographic on the web
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8/3/2019 JACO ThtLdrshp ThruLinesPOV Fnl
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A New Landscape, A Change in Perspective: A Point Of View On Methodology For Todays Marketer
7
the sale should easily follow. But sometimes thats
where things fall short. Marketers spend time crafting
and honing the message, ensuring it is tted into the
appropriate channels to be heard and received at the
right place and time. However, they dont account for
the Sales team being able to articulate that message
or being focused on the in-market activities at thetime. Jacobs Agency has seen best-in-class
organizations begin to recognize that Sales is a critical
secondary audience in any marketing initiative, and
that they need to invest in the creation of internal
materials for the success of their campaigns.
According to Aberdeen Group, companies with the
most alignment between Sales and Marketing reported
47% of their forecasted pipeline as the result of
marketing efforts, while the least aligned companies
reported only 5%. Sales enablement is often
overlooked as an objective, but addressing it can
signicantly maximize the impact of your marcom
efforts. Basically, Marketing can set them up, but Sales
cant knock them down unless they can complement
and reinforce the marketing message. Well informed
and well-armed sales forces can successfully take the
company in the right direction. Forward.
Refning A Brand
Often companies nd that refreshing their brand and
establishing more relevant messaging is necessary
before they embark into new communication
channels. Customers no longer separate marketing
from the product/servicemarketing is the product/
service and when targets interact with the brand, theyare also interacting with the company. Todays brands
no longer live in only the marketers hands. Brands
are expressed through company and employee
communications; through interactions with target
audiences; through behavior and experience. Online
and social activities have emerged on the landscape
and have added huge opportunity to the overall brand
experience. A brand image still evokes expectations
and communicates the promises a company makes,
and today there are a whole lot more places those
expectations need to be met and places those promisesneed to be kept. Whether youre launching a new
brand, or repositioning one, consistency is essential
internally and externally. Brands that have benetted
from a refreshed look and messaging have successfully
covered all communication channels with the right
messages at the right times to ensure brand alignment.
Theres A Fine Line Between Engaging The Target
And A Missed OpportunityTodays marketers need to refocus on their objectives instead of chasing the sprawl of ever-growing
tactics. Marketing objectives will help drive the appropriate mix and spend of integrated vehicles.
Companies should task agency partners to fulll marketing objectives vs. executing tactics if they
hope to deliver messages how, where and when they need to be delivered and not where they dont.
And today there is much to be learned from the models
and approaches of both sides. Consumer marketers can
certainly learn how to manage inuencers, as well as
create valuable content and peer experiences from their
b-to-b marketing counterparts. Brands have controlled
the conversation for so long that it is hard to fathom
that today blogger-moms control the target more than
your GRPs. Consumers are now seeking content and
advice on their own, mirroring more traditional b-to-b
decision experiences.
Marketers engaging in b-to-b communications often
forget the value in some of the more traditional
consumer activities like awareness building. Awareness
increases your upfront credibility and likelihood to be
in the consideration set. Thought leadership and
nurturing activities often need air cover support to
ensure prospects even know you are there and have a
valid reason to care about engaging in your content.
Spend due diligence getting to know
your audience and their decision-making
processes. Then, with your objectives as
your guide, and the right mix of vehicles and
tactics, you can watch the numbers tick up.
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8/3/2019 JACO ThtLdrshp ThruLinesPOV Fnl
8/8
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A New Landscape, A Change in Perspective: A Point Of View On Methodology For Todays Marketer
Jacobs Agency helps clients untangle their business problems. While their industries vary, the reason clients
come to us is the same: they need sharp thinking, superior creative and the ability to reach targets on multiple
levels. Todays communications landscape has complexities that can immobilize even the brightest marketers. We
are undaunted. Our proprietary marketing model, Through the LinesSM engagement, allows us to expertly navigate
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Sources/Further ReadingBaker, Michael John. The Marketing Book Butterworth-Heinemann, 2007.
Court, David, Dave Elzinga, Susan Mulder, and Ole Jrgen Vetvik. The consumer decision journey. McKinsey
Quarterly. June 2009. https://www.mckinseyquarterly.com/Marketing/Strategy/The_consumer_decision_
journey_2373.
Forrester Research, North American Technographics Benchmark Survey, 2007, 2009, and 2010
French, Tom, Laura LaBerge, and Paul Magill. Were all marketers now. McKinsey Quarterly. July 2011.
https://www.mckinseyquarterly.com/Marketing/Strategy/Were_all_marketers_now_2834.
Houpis, Chris. Sales and Marketing Alignment: Collaboration + Cooperation = Peak Performance. AberdeenGroup. September 2010.
Marketing Sherpa. B2B Marketing Benchmark Survey August 2010.
Rietzsch, Manuel. Sales and Marketing IS Like Cowboys vs. Aliens. Changing the Channel Blog. MarketStar Corp.
http://www.marketstar.com/blog/var-channel/sales-and-marketing-is-like-cowboys-vs-aliens/#.TrMNzXHByHk .
Scott, David Meerman. Whats New With the New Rules of Marketing and PR? MarketingProfs. September 9,
2011. http://www.marketingprofs.com/articles/2011/5863/whats-new-with-the-new-rules-of-marketing-and-
pr#ixzz1XxGzIYuT.
Waananan, Lisa. How Agencies Are Spending Online Media Budgets [Infographic]. Mashable Business. June 9,
2011. http://mashable.com/2011/06/09/media-agency-budgets.
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