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Using Digital Behavioral Data to Help Your Sales Team Understand, Prioritise and Interact with the Hottest leads and Opportunities to Close Business Faster …

Using Digital Behavioral Data to Help Your Sales Team Understand, Prioritise and Interact with the Hottest leads and Opportunities to Close Business Faster

Will Scully-Power, Managing Director, DATARATI

- Building customer relationship to deliver more and higher quality sales leads

- Collaborating marketing with sales teams to define sales-ready leads

- Developing a system for rating 'qualified' and 'warm' leads

More in: Technology
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  • Sales data Customer service data Support data
  • Sales data Customer service data Support data

Transcript

  • 1. Welcome #datarati #mktgcloud http://www.youtube.com/watch?v=AnL98lQdqa8&feature=related
  • 2. What Type of Marketer are You?
  • 3. Data-Driven Marketers Left Brain Functions Right Brain Functions uses logic uses feeling detail oriented “ big picture” oriented facts rule imagination rules words and language symbols and images present and past present and future maths and science philosophy & religion can comprehend can “get it” (i.e. meaning) knowing believes acknowledges appreciates order/pattern perception spatial perception knows object name knows object function reality based fantasy based forms strategies presents possibilities practical impetuous safe risk taking
  • 4. Today How marketing can capture & use digital behavioral data to help sales interact with the hottest leads!
  • 5. Agenda
    • Problem
      • Disparate data
    • Pain
      • Leaky revenue cycle
      • Lost revenue
    • Divide
      • Sales & marketing
    • Opportunity
      • Invest in a marketing automation solution
    • Result
      • Higher quality leads
      • Larger deal sizes
      • Faster sales cycles
  • 6. Problem: Disparate Data
  • 7. Pain: Leaky Revenue Cycle
  • 8. 30% (60) Qualified 20% (28) Never Buy Cost: How Much Lost Revenue? Lost Revenue Source: Sirius Decisions 70% (140) Disqualified 80% (112) Will buy from you or a competitor within 24 months if nurtured using marketing automation 20% (200) Followed Up 80% (800) No Follow Up Lost Revenue 1,000 Leads Per Year
  • 9. Conversion Rate
    • How much revenue are you leaving on the table?
    • 112 will buy from you or competitor within 24 months
    • Avg. lead conversion rate = 50%
    • 50% x 112 leads = 56
    • Avg. deal size = $30,000
    • $30,000 x 56 leads
    Total: $1,680,000
  • 10. Divide: Marketing & Sales
  • 11. + Marketing Data Opportunity: Marketing Automation Sales Data
  • 12. Benefit: Prioritise Your Leads
    • Sales reps get instant alerts when leads open and click on emails and fill out web forms on your website or landing pages
    • Sales can identify when prospects visit the website and see what specific pages they look at
    • Marketing can highlight behaviors that indicate buying interest, such as specific keywords , frequent website visits or tweets
    • Sales can get Facebook-style “status updates” from the leads and contacts they are following
    • Sales can identify when accounts are engaged, and what they are interested in discussing
  • 13. Example: Aggregate Data Generate 23% More Revenue
  • 14. Example: Individual Data From Log Files to Simple Insight
  • 15. Benefit: Mobile Access
    • Marketing can send automated and customised alerts to sales via any mobile device
    • Sales receive real-time email or SMS notifications when prospects show key buying signs
    • Sales can see a continuous feed of “Facebook-style” status updates from your leads and contacts
    • Sales know instantly when prospects open emails or view their proposals
    • Sales can review lead insight on a Blackberry, iPhone, or other mobile smartphone
  • 16. Example Sales can take action on the road
  • 17. Benefit: Turn Insight Into Action
    • Sales can send individual emails or entire campaigns to multiple recipients
    • Sales can work directly inside Outlook or their existing CRM – no new tools to learn
    • Sales use best practice, approved marketing email templates
    • Sales can add prospects to complete lead nurturing flows and other marketing approved campaigns
    • Sales can recycle non ‘sales-ready’ leads and send them back to marketing for further nurturing
  • 18. Example Provide Sales with Access to Marketing
  • 19. Benefit: Anonymous Web Data
    • Sales can turn anonymous web visitors into leads
    • Sales can define the territory they want to monitor
    • Sales can see names of companies visiting the website
    • Sales can use LinkedIn to find connections at visiting companies
    • Sales can research companies and buy business contacts using Jigsaw
  • 20. Example Access Linkedin & Jigsaw
  • 21. How do you capture all this data? 1 line of Javascript code in your web site
  • 22. How do you capture all this data? Browser Cookies
  • 23. Positively or Negatively Score Behaviour
  • 24. Automate Email, SMS, DM, Call Centre Triggers
  • 25. Opportunity: Investment
    • How much does Marketing Automation cost?
    • Workshop = $6,000
    • Software = $84,000
    • Implementation = $64,000
    • Campaign Support = $54,000
    • Year 1 = $208,000 & Year 2 = $138,000
    2 Year Total = $346,000
  • 26. Return on Investment
    • How much money am I making on this investment?
    • Revenue – Investment = Return
    • $1,680,000 - $346,000 = $1,334,000
    • Return ÷ Investment x 100 (Expressed as a %)
    • $1,334,000 ÷ $346,000 x 100
    ROI: 385%
  • 27. Forecast Predictable Revenue
  • 28. Questions?
  • 29. Contact Will Scully-Power Managing Director Datarati [email_address] +61 400 828 866 STAND 127 TWITTER: @willscullypower & @datarati BLOG: http://willscullypower.wordpress.com SLIDESHARE: http://www.slideshare.net/datarati YOUTUBE: http://www.youtube.com/datarati FLICKR: http://www.flickr.com/datarati FACEBOOK: http://www.facebook.com/datarati HASHTAGS: #datarati #mktgcloud