Digital Transformation: Importance of a Holistic Digital Marketing Strategy

Augusto Schmidt

Director, Demand Generation - Global Marketing at UnitedLex

Learning Objectives

With e-commerce accelerating, it is important to ensure digital marketing strategies are cohesive across all channels, to create a united customer experience and message. Focusing on digital first strategies in 2021 is key to remain competitive, this session will showcase frameworks to ensure successful digital transformation.

Key Takeaways:

  • Focusing on ‘digital first’ marketing strategy

  • Frameworks to ensure successful digital transformation

  • Creating fusion across all marketing tools/modes/channels

"I'll show here the lead funnel and the lead flow that we use, all the way from nurturing to close one."

Augusto Schmidt

Director, Demand Generation - Global Marketing at UnitedLex


Hello, good morning. Good afternoon everyone. My name is Augusto Schmidt. I’m the Director of Demand Generation for UnitedLex. Today, we are to talk a little bit about digital transformation, and the importance of a holistic digital marketing strategy on frameworks to ensure digital transformation. We’re also talking about creating fusion across all marketings and channels. This will be our main focus for today’s presentation. We are going to be focused more on the b2b strategy, but also on b2c. We’ll touch on some points as they are very similar in some of the touch points. This will be our agenda for today. We’re going to go through defining the situation, the situation analysis, where we are now, and then where we want to go from the transformation and from the digital marketing strategy. Also, we’ll look into a digital first marketing strategy.

Some of the topics that most of you who work with digital marketing, if you do, you will be aware of them. I will guide you to reframe them to see how we’re going to get there. Then, some of the actions and how to create fusion across the topics. At last, we’re going to move into the control, what are the KPIs we should be looking at, and how to better measure them.

Situation analysis. I’m presenting here a maturity assessment with different models to maturity assessments. This is the maturity assessment that we used at UnitedLex. I’ve been using this with different variations, and focusing on the strategy process and skills. The marketing automation, how we mentioned, in this case, Salesforce, but it’s many CRM management. The website blogs in communities, how we are implementing different landing pages for ecommerce, different products, and how to optimize those, the SEO pay search. We do have reseller partnerships programs. Then, how we integrate those together with the campaign measurements and reporting if we have the correct tools, and how we are placed within those campaign measurements and reportings.

This is a simple example on the b2b level. The new business goals on how we are at target for Q1, Q2, any Q, anywhere in the year, throughout the year, the pipeline level, the average deal size, the opportunity to close from new business. Also, if you have recurring revenues from reselling through other different channels should be included. The MQL, we measure the MQL opportunity. We have the top of the pipeline in leads, but we are more focused on when they convert to marketing qualified leads. Then, how quickly, and how many, what is the ratio to move from MQLs to new opportunities. Then, the total numbers so we can measure the volume and our average cost per lead, where we can measure the total as a global overview, but also we are focused on average cost per MQL per channel. These are the key KPIs that we look at the b2b level. On the b2c, there should be a few more different KPIs. Then, it would be more on the mid-level alongside MQL, where it is necessary to have the correct volume for the pipeline and the pipeline of leads as well as the pipeline in terms of add to basket on how many add to basket items or what is the volume of the add to the basket.

Also, it’s important to look into the dropped baskets whenever it’s on ecommerce on how much we are losing from being added to the wishlist or being added to the basket and not not a complete transaction. Those are really key KPIs that should be looked into because it’s an opportunity that can be optimized via emails, via notifications, or if you’re using app, online sales via apps that go to have those KPIs included.

In terms of objectives, normally we do end up when we’re working on digital marketing on digital marketing transformation. Start getting focused on other KPIs and lose the vision of what the key goal for marketing is or digital marketing. At the end of the day, we are all measured by revenue, and we should be, in terms of companies measured by the revenue that are generated from the digital marketing strategy. Normally, I said as the key objectives is to generate revenue, to contribute to what is the percentage that we are going to contribute for that particular year in terms of the revenue goal, what comes from renewals or from existing customers, and what we are net new to bring into the business. That is the core KPI and then, work through new users to website, apps, download, new users from the app, and cross sell, upsell. It’s very important, as we already have the customer and we need to—or the client—and we need to work through to get additional services or additional products to design the same customer base.

The strategy. I’ll present here now the strategy that I am working with from the dimension orchestration strategy. This is an overview of what we were working on on a daily basis to implement, and this is just a print of the full strategy. From the shop to online, focusing on generating vouchers, generating visitors that are from the shop, promoting them to go to the online as having them online first, bringing them from the online. Once they are online, offering all those advantages of having them to promote our business via sharing discount vouchers to third parties to use our vouchers going through the SEO optimization of the website, the content syndication, if we do have even on the ecommerce, most people says is not much to do on content syndication, but I think there are from product sheets to how to use the product on the How to sheets, there is a lot to be implemented in terms of new content, and optimizing those contents to be there, and to be shown via Google or [inaudible] syndications and platforms. That said, implementing the search ads, it’s crucial to have the ecommerce and to have the digital strategy implemented, and to transform from just an online basic shop or the online strategy to a full orchestration strategy.

The display ads and then, the social media. Social media is double folded into what we have on social media sharing, as well as on the social media campaigns. If you are on the b2b, the APM solutions that are in the market, it’s very key, very important. They are more expensive investments, but compared to all the others where the platform is, most of them are free of charge. It is a key benefit for the full strategy. Focusing on the intent base that can be measured throughout the website or throughout different tools like Bombora that give you some of the insight from other networks. Once implemented the campaigns to be focused on the multi page, multi product, and relevant products being associated to be recommended to each of the different products.

The marketing automation, it’s a crucial part to automate the emails, to automate the lead nurturing and the lead scoring. We use lead enrichment, lead scoring, and lead nurturing in a very advanced way by having all the marketing automation implemented with the different lead scoring per sector and per region. As a global company, we do have different implementations for different sectors and for different countries. Then, focus on the outreach, on the intent based, and core based. I’ll share a little bit more about that. Then, the industry product to have campaigns focused on those different products and different personas. Defining the personas in larger groups, we do have the individuals, but then we group them together into a bulk of different personas, and would be passing over to the insights, in our case, is a b2b to inside sales or to the business team. On ecommerce, b2c would go for the following nurturing process.

We have the revenue attribution where we can use different tools to analyze what are the business lines, what are the services or products that we are having better revenue, where we can increase the budget for those. We evaluate those low performance activities. We do measure very much. Our lead generation is directly related with the website visitors and the in-market audiences where we can convert and how can we convert faster, because the speed to sales is also very important.

In terms of topics, we’ll run through a few of the topics. A few of the activities that we run, starting with video. Video is crucial to any ecommerce strategy. I think that a video in many products—the demo videos that explain how to video. Same way, as I mentioned, for the content syndication from how to sheets, it’s also important to have the videos, which can be shared in social media and blogs on the website, and to be as an additional tool for the ecommerce platform within the product. You can see the product, and you can watch the video on how to or adjust the video showing the product itself. The topics related to the influencer, the blogger—it’s also very important. Having journalists, editors talking about—we do have a person dedicated for this, as it does generate enormous amount of leads, having third parties talking about and enforcing the brand towards the internet.

In terms of social media, we use all the bench, all the social media activities measured and controlled. I would say, in our case, it’s very much focused on LinkedIn, but also Twitter. For b2c and for ecommerce, most likely for product based, should be shown on all different networks on social media: Facebook, Twitter, LinkedIn, YouTube. They all work very well together with Instagram, where we can see for the b2c especially, but also on b2b, where Instagram can be a really awesome space where you can have can generate visitors and good traffic to the website and good conversions.

In terms of SEO search optimization, we do have a good story on having social media and SEO together as signals from social media can be valid for SEO link building. We should focus on SEO, from page optimization for lead generation from the SEO and have SEOs on Channel from lead to lead generation. We do focus on relevant keywords, SEO, internal links from the page where we will look into how many links within the same page. Normally, we do find that there are too many links where we can optimize the pages, removing non relevant links. Then, the SEO social media sign signals, as I’ve mentioned, and then the backlinks in the off page optimization. Search engine optimization is one of the key factors of digital transformation. It’s been a long time in the market. Everyone’s talking about, everyone’s saying that they know about, but very few really implemented the full SEO services. They have the tools and the human resources that are necessary to implement a full SEO revenue gain from implementing the SEO strategy.

We also looked into conversion optimization. Having the page optimization, having the landing pages, and having different versions for having them into optimizing for mobile. The mobile first has been on the market for a while, but not everyone. We can see a lot of ecommerce and a lot of business to business, operating just on standard PC versions of the landing pages and website. The landing page, we do focus on having both versions or having it well optimized for mobile first, as the traffic for mobile, it’s really relevant from a lead generation as well as from an ecommerce standpoint. On the A/B testing, it’s also important to focus on the e-commerce for AB testing, all the different landing pages and having different results. We focused on SEO optimization on all the pages, and then also having a multi variant testing, testing multiple different combinations from 1, 2, 3, 4 any combinations. We do have some [unintelligible] up to 8 or 10 different combinations.

Here, we talked a little bit about the tactics of remarketing, where we do have a focus on retargeting or remarketing, that users that come from our website, passing them into a different set of campaigns to retarget them in having better results than the normal standard campaigns.

Let’s have a quick look into the actions. I’ll show here the lead funnel and the lead flow that we use, all the way from nurturing to close one. I’m not going to go through all the details here. As you can see on the image, we’ll have the brand awareness top of the funnel from the social media visitors. Awareness into inbound and outbound marketing qualified leads. The BDR Business Development reps that get the qualified pass over to sales. In our case, we do sales offline. Then, opening those different opportunities. That’s where, in terms of digital transformation, is the importance of having different teams working all together. It’s not just about implementing tools, it’s not just about implementing a new technology, it is about teamwork, getting different teams to work together, and then having the different tools implemented to have the correct workflow with them. This simple file represents quite a lot in terms of the flows and different team members that are part of of the ecommerce order lead generation plan.

This is how we do the lead scoring, differentiating them by revenues, by locations, and by different industries, as well as identifying those that should be disqualified in terms of leads for the best b2b qualification. That can also be implemented in terms of different different personas, where we do have a persona focused by different job titles, different levels, and different positions. Also, we do have the intent. We also have the rules defined by the intent level where we see depending on the activity how much engagement they have in our website, in our app, and in our social media. We get all those signals and integrate them into qualifying the leads to become marketing qualified leads.

These are the playbooks that we use. New leads from different sources automated banned, or the BDR, where we have a person qualifying them over the phone or via email interaction and website inquiries demos. We do offer a demo, so we qualified them, and existing customers who come over to our website to have an inquiry. This is the typical, a banned qualification lead, where we do identify those different questions by a webform in our website, where we can focus on the budget authority needs and time. Most often via campaigns, we only use the need and time because our campaigns are targeted, and we can already identify the authority. If they have the authority and they have, in this case, they need [inaudible] they will find the budget. Normally, from a campaign standpoint, try to focus on the needs and time, and on the different quantities from SEO, from direct social media, then we go through the full event qualification.

These are in terms of the MarTech on our technologies. I’m showing some examples. We don’t use them all. We use some of them that are a lot more from Google ads, the different platforms that also support, different social media platforms, as well as from the CRM. For ABM tools, SEO tools, I just suggested here a few, you have to have a full MarTech to get the best digital transformation. We can work with the digital marketing transformation, but we have to be focused on getting the right tools in the right places together with the right resources.

In terms of control implementation, we do collect the data. We focus on the marketing attribution to transform that data into information, having those KPIs from the goals, the initial objectives into more KPIs, where we focused on gathering the data that can be analyzed and transformed and measured to create the online strategy. As I’ve mentioned earlier on, [inaudible] which are the products or the landing pages that are not converting, or what is the product that is not going through where we have that needs to be optimized. Then, based on data, we do the optimizations necessary.

Here, I will show a little bit on marketing activation. On the KPIs that we were talking about, unique visitors, bounce rate, number of MQLs, revenue per MQL, number of MQLs, number of sales, and then, active customers. These are the key KPIs that we use. Obviously, you can adapt them to your reality and to your market.

Finally, I just wanted us to present here the lead management lifecycle, where we do focus from the demand gen to the lead definition, lead scoring. Here is where we look into this cycle to see where our bottleneck is: where we’ve had too many stops, where the lifecycle is taking too long to pass to the next phase. Then, we focus on optimizing each of them whenever necessary. If we do not have enough demand, we’re looking into optimizing the campaigns. If we do have a lot of demand, but they are not with the correct scoring, how can we optimize the lead scoring or those leads that are there by email nurturing, by retargeting campaigns? How can we re-qualify them by sending a survey or by sending a suggestion of a related product within those same databases? This is what we worked with to get the best out of our digital marketing and transformation. We’ve been working on this from the last a year and a half, in order to have the playbooks, in order to have all the processes in place.

This is all I had to share today. It is a pleasure to have you all here. I hope you liked it. I hope you have learned a few things. I’m ready and available for questions. Please reach out at any time. Thank you very much for your time. Thank you very much for your interest in this presentation. Thank you. Goodbye.

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