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
RevenueLeakage
Source: Sirius Decisions
70%
Disqualified
80%
Will buy
wi...
60
Qualified
28
Don’t Ever Buy
Opportunity Cost
RevenueLeakage
Source: Sirius Decisions
140
Disqualified
112
Will buy
with...
The Solution
Solution
New Technology: More Capacity
How does it work?
Loyalty!
<script src="http://munchkin.marketo.net/munchkin.js
<script>mktoMunchkin("714-CFZ-249");</script> "
type="text/j...
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!
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eMetrics Melbourne 2010

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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 &amp; 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 of "eMetrics Melbourne 2010"

    1. 1. Welcome to eMetrics Michael Loop Datarati Pty Ltd
    2. 2. The Problem
    3. 3. Disparate Databases
    4. 4. Disparate Technology Vendors
    5. 5. Centralise the data
    6. 6. How?
    7. 7. Marketing Automation Database + CRM Database Marketing Data Sales Data Marketing Automation Database
    8. 8. Marketing & Sales Divide
    9. 9. The Leaky Funnel
    10. 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. 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. 12. The Solution
    13. 13. Solution
    14. 14. New Technology: More Capacity
    15. 15. How does it work?
    16. 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. 17. Loyalty!Browser Cookies + How does it work?
    18. 18. Loyalty! Digital Behaviour = Captures & Collects
    19. 19. Loyalty! Email & SMS Triggers Automate
    20. 20. Content Mapping
    21. 21. Loyalty! Test Subject Lines, Copy, Creative, Call to Actions
    22. 22. Loyalty! Optimise Campaign Results
    23. 23. Positively or Negatively Scores Behaviour
    24. 24. ROI of Lead Scoring
    25. 25. What do clients use it for?
    26. 26. Customer Acquisition + Retention Convert site traffic into sales-ready leads
    27. 27. Lead/Customer Nurturing Nurture leads into customers through drip marketing
    28. 28. Customer Controlled Comms Frequency + Format + Interests
    29. 29. Marketing Automation Database
    30. 30. Marketing Automation Database
    31. 31. Conversion Trends
    32. 32. Old Digital Metrics
    33. 33. Old Digital Metrics How do you optimise your marketing from this data?
    34. 34. New Digital Metrics Total Leads Total Opportunities Closed Won Business!
    35. 35. Stage Based Metrics
    36. 36. Predict the Revenue Forecast
    37. 37. Which Marketer Keeps Their Job?
    38. 38. Who is blind and can’t measure?
    39. 39. Or The Revenue Marketer?
    40. 40. You can prove the ROI
    41. 41. Because if you could…
    42. 42. And you will keep your job!
    43. 43. Thank You!

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