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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.

Published in: Business, Technology

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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
  • Transcript

    • 1. Welcome to eMetrics Michael Loop Datarati Pty Ltd
    • 2. The Problem
    • 3. Disparate Databases
    • 4. Disparate Technology Vendors
    • 5. Centralise the data
    • 6. How?
    • 7. Marketing Automation Database + CRM Database Marketing Data Sales Data Marketing Automation Database
    • 8. Marketing & Sales Divide
    • 9. The Leaky Funnel
    • 10. 30% Qualified 20% Don’t Ever Buy Opportunity Cost RevenueLeakage Source: Sirius Decisions 70% Disqualified 80% Will buy within 24 months if they are nurtured 20% Followed Up 80% No Follow Up RevenueLeakage Plug the revenue leakage!
    • 11. 60 Qualified 28 Don’t Ever Buy Opportunity Cost RevenueLeakage Source: Sirius Decisions 140 Disqualified 112 Will buy within 24 months if they are nurtured 200 Followed Up 800 No Follow Up RevenueLeakage Plug the revenue leakage!
    • 12. The Solution
    • 13. Solution
    • 14. New Technology: More Capacity
    • 15. How does it work?
    • 16. Loyalty! <script src="http://munchkin.marketo.net/munchkin.js <script>mktoMunchkin("714-CFZ-249");</script> " type="text/javascript"></script> 1 line of code Website & Landing Page How does it work?
    • 17. Loyalty!Browser Cookies + How does it work?
    • 18. Loyalty! Digital Behaviour = Captures & Collects
    • 19. Loyalty! Email & SMS Triggers Automate
    • 20. Content Mapping
    • 21. Loyalty! Test Subject Lines, Copy, Creative, Call to Actions
    • 22. Loyalty! Optimise Campaign Results
    • 23. Positively or Negatively Scores Behaviour
    • 24. ROI of Lead Scoring
    • 25. What do clients use it for?
    • 26. Customer Acquisition + Retention Convert site traffic into sales-ready leads
    • 27. Lead/Customer Nurturing Nurture leads into customers through drip marketing
    • 28. Customer Controlled Comms Frequency + Format + Interests
    • 29. Marketing Automation Database
    • 30. Marketing Automation Database
    • 31. Conversion Trends
    • 32. Old Digital Metrics
    • 33. Old Digital Metrics How do you optimise your marketing from this data?
    • 34. New Digital Metrics Total Leads Total Opportunities Closed Won Business!
    • 35. Stage Based Metrics
    • 36. Predict the Revenue Forecast
    • 37. Which Marketer Keeps Their Job?
    • 38. Who is blind and can’t measure?
    • 39. Or The Revenue Marketer?
    • 40. You can prove the ROI
    • 41. Because if you could…
    • 42. And you will keep your job!
    • 43. Thank You!