ADMA Forum 2010


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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

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

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  • Sales data Customer service data Support data
  • Sales data Customer service data Support data
  • ADMA Forum 2010

    1. 1. Welcome #datarati #mktgcloud
    2. 2. What Type of Marketer are You?
    3. 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. 4. Today How marketing can capture & use digital behavioral data to help sales interact with the hottest leads!
    5. 5. Agenda <ul><li>Problem </li></ul><ul><ul><li>Disparate data </li></ul></ul><ul><li>Pain </li></ul><ul><ul><li>Leaky revenue cycle </li></ul></ul><ul><ul><li>Lost revenue </li></ul></ul><ul><li>Divide </li></ul><ul><ul><li>Sales & marketing </li></ul></ul><ul><li>Opportunity </li></ul><ul><ul><li>Invest in a marketing automation solution </li></ul></ul><ul><li>Result </li></ul><ul><ul><li>Higher quality leads </li></ul></ul><ul><ul><li>Larger deal sizes </li></ul></ul><ul><ul><li>Faster sales cycles </li></ul></ul>
    6. 6. Problem: Disparate Data
    7. 7. Pain: Leaky Revenue Cycle
    8. 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. 9. Conversion Rate <ul><li>How much revenue are you leaving on the table? </li></ul><ul><li>112 will buy from you or competitor within 24 months </li></ul><ul><li>Avg. lead conversion rate = 50% </li></ul><ul><li>50% x 112 leads = 56 </li></ul><ul><li>Avg. deal size = $30,000 </li></ul><ul><li>$30,000 x 56 leads </li></ul>Total: $1,680,000
    10. 10. Divide: Marketing & Sales
    11. 11. + Marketing Data Opportunity: Marketing Automation Sales Data
    12. 12. Benefit: Prioritise Your Leads <ul><li>Sales reps get instant alerts when leads open and click on emails and fill out web forms on your website or landing pages </li></ul><ul><li>Sales can identify when prospects visit the website and see what specific pages they look at </li></ul><ul><li>Marketing can highlight behaviors that indicate buying interest, such as specific keywords , frequent website visits or tweets </li></ul><ul><li>Sales can get Facebook-style “status updates” from the leads and contacts they are following </li></ul><ul><li>Sales can identify when accounts are engaged, and what they are interested in discussing </li></ul>
    13. 13. Example: Aggregate Data Generate 23% More Revenue
    14. 14. Example: Individual Data From Log Files to Simple Insight
    15. 15. Benefit: Mobile Access <ul><li>Marketing can send automated and customised alerts to sales via any mobile device </li></ul><ul><li>Sales receive real-time email or SMS notifications when prospects show key buying signs </li></ul><ul><li>Sales can see a continuous feed of “Facebook-style” status updates from your leads and contacts </li></ul><ul><li>Sales know instantly when prospects open emails or view their proposals </li></ul><ul><li>Sales can review lead insight on a Blackberry, iPhone, or other mobile smartphone </li></ul>
    16. 16. Example Sales can take action on the road
    17. 17. Benefit: Turn Insight Into Action <ul><li>Sales can send individual emails or entire campaigns to multiple recipients </li></ul><ul><li>Sales can work directly inside Outlook or their existing CRM – no new tools to learn </li></ul><ul><li>Sales use best practice, approved marketing email templates </li></ul><ul><li>Sales can add prospects to complete lead nurturing flows and other marketing approved campaigns </li></ul><ul><li>Sales can recycle non ‘sales-ready’ leads and send them back to marketing for further nurturing </li></ul>
    18. 18. Example Provide Sales with Access to Marketing
    19. 19. Benefit: Anonymous Web Data <ul><li>Sales can turn anonymous web visitors into leads </li></ul><ul><li>Sales can define the territory they want to monitor </li></ul><ul><li>Sales can see names of companies visiting the website </li></ul><ul><li>Sales can use LinkedIn to find connections at visiting companies </li></ul><ul><li>Sales can research companies and buy business contacts using Jigsaw </li></ul>
    20. 20. Example Access Linkedin & Jigsaw
    21. 21. How do you capture all this data? 1 line of Javascript code in your web site
    22. 22. How do you capture all this data? Browser Cookies
    23. 23. Positively or Negatively Score Behaviour
    24. 24. Automate Email, SMS, DM, Call Centre Triggers
    25. 25. Opportunity: Investment <ul><li>How much does Marketing Automation cost? </li></ul><ul><li>Workshop = $6,000 </li></ul><ul><li>Software = $84,000 </li></ul><ul><li>Implementation = $64,000 </li></ul><ul><li>Campaign Support = $54,000 </li></ul><ul><li>Year 1 = $208,000 & Year 2 = $138,000 </li></ul>2 Year Total = $346,000
    26. 26. Return on Investment <ul><li>How much money am I making on this investment? </li></ul><ul><li>Revenue – Investment = Return </li></ul><ul><li>$1,680,000 - $346,000 = $1,334,000 </li></ul><ul><li>Return ÷ Investment x 100 (Expressed as a %) </li></ul><ul><li>$1,334,000 ÷ $346,000 x 100 </li></ul>ROI: 385%
    27. 27. Forecast Predictable Revenue
    28. 28. Questions?
    29. 29. Contact Will Scully-Power Managing Director Datarati [email_address] +61 400 828 866 STAND 127 TWITTER: @willscullypower & @datarati BLOG: SLIDESHARE: YOUTUBE: FLICKR: FACEBOOK: HASHTAGS: #datarati #mktgcloud