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Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
Marketing Automation in a Social World!
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Marketing Automation in a Social World!

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How to use DATA to drive REVENUE!

How to use DATA to drive REVENUE!

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  • 1. Data-Driven Marketing in a Social World!‘How to use DATA to drive REVENUE’ … billions of dollars of it!
  • 2. It’s All About the Data!http://www.youtube.com/watch?v=t_Ryd9d30Ws
  • 3. Today1. Brief history – computing cycles2. Social Revolution3. Data Divide4. Buyers Journey5. Content Marketing6. How to Score Customer Behaviour7. How to Generate Actionable Insights8. How to Measure Influence & Attribution9. How to Predict Revenue10. Questions
  • 4. 10 Year Computing CycleSource: Salesforce.com
  • 5. Social Users Surpass Email UsersSource: Salesforce.com
  • 6. Facebook Driving EngagementSource: Salesforce.com
  • 7. Facebook Consuming UsersSource: Salesforce.com
  • 8. Mobile Apps Over BrowsersSource: Salesforce.com
  • 9. Next Generation DevicesSource: Salesforce.com
  • 10. Employees Forcing ChangeSource: Salesforce.com
  • 11. The Data DivideSource: Salesforce.com
  • 12. How to Access Social Data?Source: Salesforce.com
  • 13. Capture Data & Trigger CommsSource: Marketo
  • 14. Where is the buyer in their lifecycle? MQL AWARENESS SAL Prospect & All Names Recycled Engaged SQL Sales Lead Lead Opportunity Customer Nurturing Database Names are just names. Marketing SDR SalesSource: Marketo
  • 15. Target them with Direct Communications MQL AWARENESS SAL Prospect & All Names Recycled Engaged SQL Sales Lead Lead Opportunity Customer Nurturing Database Meaningful interaction with you. Marketing SDR SalesSource: Marketo
  • 16. Engage them with Relevancy MQL AWARENESS SAL Prospect & All Names Recycled Engaged SQL Sales Lead Lead Opportunity Customer Nurturing Database Qualified, engaged potential buyers. Marketing SDR SalesSource: Marketo
  • 17. Define Clear Process with Sales MQL AWARENESS SAL Prospect & All Names Recycled Engaged SQL Sales Lead Lead Opportunity Customer Nurturing Showing buying signs or significant Database engagement. Marketing SDR SalesSource: Marketo
  • 18. Automation + Manual = Success MQL AWARENESS SAL Prospect & All Names Recycled Engaged SQL Sales Lead Lead Opportunity Customer Nurturing Database Qualified as sales-ready by a human. Marketing SDR SalesSource: Marketo
  • 19. Prove ROI Effectiveness & Revenue MQL AWARENESS SAL Prospect & All Names Recycled Engaged SQL Sales Lead Lead Opportunity Customer Nurturing Database Accepted and actively worked by sales. Marketing SDR SalesSource: Marketo
  • 20. How? Content Marketing
  • 21. Results of Educating Your BuyersSource: Marketo
  • 22. Testing Content is Critical!Source: Salesforce.com
  • 23. Give Them Ability to Share
  • 24. A Framework for ScoringSource: Marketo
  • 25. Scoring ExamplesSource: Marketo
  • 26. Marketing’s Handoff to SalesSource: Marketo
  • 27. Actionable Insights for SalesSource: Marketo
  • 28. Measure Social Media InfluenceSource: Marketo
  • 29. Campaign Influence & Attribution First-touch allocation, multi-touch allocation, investment, volume, etc.Source: Marketo
  • 30. Campaign Data Mining Key topic areas: • Balance • Flow • Conversion • Velocity Trends over time Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc. SLA violationsSource: Marketo
  • 31. Marketing Predicting Revenue! Marginal Conversion Cumulative Conversion 70 2,000 1,800 60 1,600 y = 50.749x-0.571 50 1,400 R² = 0.4301 y = 994.2x0.1352 40 1,200 R² = 0.9551 1,000 30 800 20 600 400 10 200 0 - 3 13 23 33 43 53 63 73 3 13 23 33 43 53 63 73Source: Marketo
  • 32. Summary1. Educate yourself – Congratulations!2. Have a plan to engage socially with customers3. Embrace ALL the social channels4. Capture your social media data5. Use your social data to drive targeted comms6. Invest in content marketing7. Score Your Customers Behaviours (On/Offline)8. Produce Actionable Insights to make decisions9. Measure Campaign Influence & Attribution10.Learn how to Predict Revenue Generation
  • 33. Good Luck!
  • 34. Questions?
  • 35. Contact Will Scully-Power Managing Director Datarati will.sp@datarati.com.au +61 400 828 866 Twitter: @willscullypowerBlog: willscullypower.wordpress.com

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