ADMA Forum 2010

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What Type of Marketer are You?

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

Today How marketing can capture & use digital behavioral data to help sales interact with the hottest leads!

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

Problem: Disparate Data

Pain: Leaky Revenue Cycle

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

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

Divide: Marketing & Sales

+ Marketing Data Opportunity: Marketing Automation Sales Data

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

Example: Aggregate Data Generate 23% More Revenue

Example: Individual Data From Log Files to Simple Insight

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

Example Sales can take action on the road

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

Example Provide Sales with Access to Marketing

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

Example Access Linkedin & Jigsaw

How do you capture all this data? 1 line of Javascript code in your web site

How do you capture all this data? Browser Cookies

Positively or Negatively Score Behaviour

Automate Email, SMS, DM, Call Centre Triggers

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

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%

Forecast Predictable Revenue

Questions?

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

ADMA Forum 2010

by Datarati Pty Ltd

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