CeBIT Australia 2010
Data-Driven Marketing




Using Digital Behavioural Data
Introductions



                1.) Name

              2.) Job Title

           3.) Company Name

4.) What do you want ...
Our Story
Rated #1 globally

                                     500+
                                      Apr 10


              ...
Today’s Agenda
Content
Marketing & Sales Divide
The Role of Today’s Marketer
Lead Generation
Lead Nurturing
Email Marketing
Website Track...
Marketing & Sales Divide
90% of Leads Are Thrown Away!




                                 Within 24 months leads
                                ...
Pain: The Leaky Funnel
The Problem for Data Marketers
Disparate Databases
Disparate Technology Vendors
The Role of Today’s Marketer
The Solution?
Centralise the data
How?
Marketing Automation Database

   Marketing Data                   Sales Data



                                +


Marke...
How does it work?
How does it work?


         1 line of code
 <script src="http://munchkin.marketo.net/munchkin.js
   <script>mktoMunchkin(...
How does it work?




Browser Cookies
Captures & Collects




                          Behaviour
Digital
Positively or Negatively


Scores Behaviour
Automate




Email & SMS Triggers
Subject Lines, Copy, Creative, Call to Actions




Test
Campaign Results




Optimise
Multi-Channel




360 View Dashboard
What do Marketers use it for?
1.) Lead Generation

Objective:
 Make sales happy with more qualified leads

How:
 Convert website traffic into leads
 Aut...
2.) Lead Nurturing

Objective:
 Drive revenue by nurturing inquiries into ‘sales ready’ leads

How:
 Nurture relationships...
3.) Email Marketing

Objective:
 Don’t just email prospects, engage them in a dialogue

How:
  Deepen relationships with t...
4.) Website Tracking

Objective:
  Know exactly who is visiting your website and where
they go

How:
  Track all prospect ...
5.) Lead Scoring

Objective:
  Improve sales effectiveness by passing only qualified
leads to sales

How:
 Automate lead q...
6.) Landing Page Optimisation

Objective:
 Create, publish and test targeted landing pages

How:
 Launch new landing pages...
7.) Progressive Profiling

  Progressive profiling allows you to ask new questions
each time a lead fills out a form
  Whe...
8.) Customer Contact Preferences

Let prospects customise nurturing
communications
  Frequency (weekly, monthly, quarterly...
9.) Map Content to Buying Stage

1.     Loosening the
         status quo
                          • Thought leadership a...
10.) CRM Database Integration

Objective:
 Extend your CRM database to meet the specific needs of the
marketing department...
Conclusion
Customer Acquisition + Retention




     Convert site traffic into sales-ready leads
Lead/Customer Nurturing




Nurture leads into customers through drip marketing
Email Marketing




Deepen relationships with multi-step segmented campaigns
Web Analytics (Individual)




Know exactly who is visiting your site + trigger comms
Lead/Customer Scoring




Automate qualification with demographic + behavioural data
Landing Pages




Maximise conversion rates with pre-population + A/B testing
Progressive Web Form Profiling




Dynamically serve new form fields on each visitor session
Customer Controlled Comms




      Frequency + Format + Interests
Results
Questions?



          Will Scully-Power
         Managing Director
      will.sp@datarati.com.au

            Michael Lo...
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CeBIT Australia Presentation - Data-Driven Marketing using Digital Behavioural Data

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Datarati's Workshop at CeBIT Australia. Standing Room Only.

Topics Covered:

- Marketing & Sales Divide
- The Role of Today’s Marketer
- Lead Generation
- Lead Nurturing
- Email Marketing
- Website Tracking
- Lead Scoring
- Landing Page Optimisation
- Progressive Profiling
- Customer Contact Preferences
- Content Mapping / Buyer Personas
- CRM Integration

More: www.datarati.com.au

Published in: Business, Technology
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CeBIT Australia Presentation - Data-Driven Marketing using Digital Behavioural Data

  1. 1. CeBIT Australia 2010
  2. 2. Data-Driven Marketing Using Digital Behavioural Data
  3. 3. Introductions 1.) Name 2.) Job Title 3.) Company Name 4.) What do you want to get out of today?
  4. 4. Our Story
  5. 5. Rated #1 globally 500+ Apr 10 200 150 Jul 09 50 100 Dec 08 Apr 09 July 08
  6. 6. Today’s Agenda
  7. 7. Content Marketing & Sales Divide The Role of Today’s Marketer Lead Generation Lead Nurturing Email Marketing Website Tracking Lead Scoring Landing Page Optimisation Progressive Profiling Customer Contact Preferences Content Mapping / Buyer Personas CRM Integration Conclusion
  8. 8. Marketing & Sales Divide
  9. 9. 90% of Leads Are Thrown Away! Within 24 months leads buy from target company Source: Sirius Decisions or competitor
  10. 10. Pain: The Leaky Funnel
  11. 11. The Problem for Data Marketers
  12. 12. Disparate Databases
  13. 13. Disparate Technology Vendors
  14. 14. The Role of Today’s Marketer
  15. 15. The Solution?
  16. 16. Centralise the data
  17. 17. How?
  18. 18. Marketing Automation Database Marketing Data Sales Data + Marketing Automation Database CRM Database
  19. 19. How does it work?
  20. 20. How does it work? 1 line of code <script src="http://munchkin.marketo.net/munchkin.js <script>mktoMunchkin("714-CFZ-249");</script> " type="text/javascript"></script> Website & Landing Page
  21. 21. How does it work? Browser Cookies
  22. 22. Captures & Collects Behaviour Digital
  23. 23. Positively or Negatively Scores Behaviour
  24. 24. Automate Email & SMS Triggers
  25. 25. Subject Lines, Copy, Creative, Call to Actions Test
  26. 26. Campaign Results Optimise
  27. 27. Multi-Channel 360 View Dashboard
  28. 28. What do Marketers use it for?
  29. 29. 1.) Lead Generation Objective: Make sales happy with more qualified leads How: Convert website traffic into leads Automate lead development Identify when prospects are ‘sales ready’ Automate sales tasks and track follow up How to get started?
  30. 30. 2.) Lead Nurturing Objective: Drive revenue by nurturing inquiries into ‘sales ready’ leads How: Nurture relationships with qualified prospects Educate leads before passing them to sales Trigger relevant responses to prospect behaviours and automate repetitive marketing tasks How to get started?
  31. 31. 3.) Email Marketing Objective: Don’t just email prospects, engage them in a dialogue How: Deepen relationships with triggered, multi-step campaigns Get to the inbox using the latest deliverability technology Raise open and click rates by targeting segments Track and score who opens and clicks on each email
  32. 32. 4.) Website Tracking Objective: Know exactly who is visiting your website and where they go How: Track all prospect interactions online Identify which companies are visiting your website Monitor known and anonymous visitors and automatically alert sales reps of new prospect activity on the website
  33. 33. 5.) Lead Scoring Objective: Improve sales effectiveness by passing only qualified leads to sales How: Automate lead qualification processes Measure prospect interest and engagement Score leads using demographic data and behavioral data and focus sales resources on the best opportunities
  34. 34. 6.) Landing Page Optimisation Objective: Create, publish and test targeted landing pages How: Launch new landing pages in minutes Use your own branding and subdomain Maximise conversion rates through A/B testing Capture leads with smart forms that recognise known customers and prospects
  35. 35. 7.) Progressive Profiling Progressive profiling allows you to ask new questions each time a lead fills out a form When you use progressive profiling, a lead may fill out a form like this on the left: Then in a follow up campaign, they are presented with a slightly different form on the right:
  36. 36. 8.) Customer Contact Preferences Let prospects customise nurturing communications Frequency (weekly, monthly, quarterly) Format (HTML, Text) Interests (Offers, Research, Best Practice) Map content to buying stage Awareness Consideration Research Purchase
  37. 37. 9.) Map Content to Buying Stage 1. Loosening the status quo • Thought leadership and best practice with blogs, social media 2. Committing to change • Selling to their pain points through Webinars, Whitepapers etc 3. Exploring possible solutions • Research Papers, Analyst reports, PR 4. Committing to a solution • Awards, Case Studies, Implementation Guides, Events 5. Justifying the decision • Business Case, ROI Model
  38. 38. 10.) CRM Database Integration Objective: Extend your CRM database to meet the specific needs of the marketing department How: Automate and measure sophisticated marketing programs Automate sales tasks and track follow up Provide sales with detailed information about prospects interests and activities Measure campaign effectiveness from leads to opportunities to revenue
  39. 39. Conclusion
  40. 40. Customer Acquisition + Retention Convert site traffic into sales-ready leads
  41. 41. Lead/Customer Nurturing Nurture leads into customers through drip marketing
  42. 42. Email Marketing Deepen relationships with multi-step segmented campaigns
  43. 43. Web Analytics (Individual) Know exactly who is visiting your site + trigger comms
  44. 44. Lead/Customer Scoring Automate qualification with demographic + behavioural data
  45. 45. Landing Pages Maximise conversion rates with pre-population + A/B testing
  46. 46. Progressive Web Form Profiling Dynamically serve new form fields on each visitor session
  47. 47. Customer Controlled Comms Frequency + Format + Interests
  48. 48. Results
  49. 49. Questions? Will Scully-Power Managing Director will.sp@datarati.com.au Michael Loop Marketing Automation & CRM Director michael.loop@datarati.com.au

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