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eMetrics Melbourne 2010

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Michael Loop, Marketing Automation & CRM Director at Datarati.

Michael Loop, Marketing Automation & CRM Director at Datarati.

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  • Sales data Customer service data Support data
  • Sales data Customer service data Support data
  • Sales data Customer service data Support data
  • Sales data Customer service data Support data
  • Sales data Customer service data Support data
  • Sales data Customer service data Support data
  • Objective: More qualified leads & more valuable customers How: Convert website traffic into leads Identify ‘sales ready’ leads Track follow up
  • Objective: Drive new revenue by nurturing raw inquiries into ‘sales ready’ leads/customers How: Nurture relationships with drip marketing campaigns Educate leads before passing them to sales Trigger communications based on behaviour
  • 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

eMetrics Melbourne 2010 eMetrics Melbourne 2010 Presentation Transcript

  • Welcome to eMetrics Michael Loop Datarati Pty Ltd
  • The Problem
  • Disparate Databases
  • Disparate Technology Vendors
  • Centralise the data
  • How?
  • Marketing Automation Database + CRM Database Marketing Data Sales Data Marketing Automation Database
  • Marketing & Sales Divide
  • The Leaky Funnel
  • 30% Qualified 20% Don’t Ever Buy Opportunity Cost Revenue Leakage Source: Sirius Decisions 70% Disqualified 80% Will buy within 24 months if they are nurtured 20% Followed Up 80% No Follow Up Revenue Leakage Plug the revenue leakage!
  • 60 Qualified 28 Don’t Ever Buy Opportunity Cost Revenue Leakage Source: Sirius Decisions 140 Disqualified 112 Will buy within 24 months if they are nurtured 200 Followed Up 800 No Follow Up Revenue Leakage Plug the revenue leakage!
  • The Solution
  • Solution
  • New Technology: More Capacity
  • How does it work?
  • Loyalty! <script src=&quot;http://munchkin.marketo.net/munchkin.js <script>mktoMunchkin(&quot;714-CFZ-249&quot;);</script> &quot; type=&quot;text/javascript&quot;></script> 1 line of code Website & Landing Page How does it work?
  • Loyalty! Browser Cookies + How does it work?
  • Loyalty! Digital Behaviour = Captures & Collects
  • Loyalty! Email & SMS Triggers Automate
  • Content Mapping
  • Loyalty! Test Subject Lines, Copy, Creative, Call to Actions
  • Loyalty! Optimise Campaign Results
  • Positively or Negatively Scores Behaviour
  • ROI of Lead Scoring
  • What do clients use it for?
  • Customer Acquisition + Retention Convert site traffic into sales-ready leads
  • Lead/Customer Nurturing Nurture leads into customers through drip marketing
  • Customer Controlled Comms Frequency + Format + Interests
  • Marketing Automation Database
  • Marketing Automation Database
  • Conversion Trends
  • Old Digital Metrics
  • Old Digital Metrics How do you optimise your marketing from this data?
  • New Digital Metrics Total Leads Total Opportunities Closed Won Business!
  • Stage Based Metrics
  • Predict the Revenue Forecast
  • Which Marketer Keeps Their Job?
  • Who is blind and can’t measure?
  • Or The Revenue Marketer?
  • You can prove the ROI
  • Because if you could…
  • And you will keep your job!
  • Thank You!