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What are you doing with all that Digital Data? -  How to earn a seat at the Revenue Table
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What are you doing with all that Digital Data? - How to earn a seat at the Revenue Table

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You're problem is simple. You have multiple streams of behavioural data from multiple sources including email, social, search, display, mobile and the web, being generated in different formats, stored ...

You're problem is simple. You have multiple streams of behavioural data from multiple sources including email, social, search, display, mobile and the web, being generated in different formats, stored in multiple locations all using different metrics to measure success. More often than not marketers KPIs are still measured on useless vanity campaign metrics such as open & click thru rates, webform submissions and unique visitors to a landing page or website. It's no longer good enough to report on these types of metrics. You need to talk in the language of your CEO to gain respect as a marketer these days e.g. Revenue, Profit, etc.
Welcome to the new world of the revenue driven marketer.

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  • - CEO’s still looking for top line revenue growth, doing more with less in a tough economy. *
  • - Marketing Directors need to fill the top end of the revenue cycle in an effort to drive more qualified sales opportunities. *
  • - Sales directors are forced to drive more sales opportunities in an effort to hit that revenue growth target. *
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  • * - Each Client to introduce themselves, their company, their role and how long they have been using Marketo for.
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What are you doing with all that Digital Data? -  How to earn a seat at the Revenue Table What are you doing with all that Digital Data? - How to earn a seat at the Revenue Table Presentation Transcript

  • Marketing Automation & CRMHow to integrate your digital data to drive REVENUE!Will Scully-PowerManaging DirectorDatarati@willscullypower
  • Welcome It’s True!
  • Chief Executive Officer How do we grow top line REVENUE by 20%?
  • Marketing Director How manyMarketing Qualified Leads (MQL’s) do I need to generate to hit our revenue target?
  • Sales Director How many Sales Qualified Leads (SQL’s) do I need to close to hit our revenue target?
  • Marketing and Sales
  • Data Silos Multiple Locations + Agencies
  • Anonymous and Aggregate Data Guesswork!
  • Excel Hell
  • Metrics Vanity & Fluffy Campaign Metrics
  • KPI’s Stop Hiding Under A Rock
  • Marketing Hands Over to Sales Vicious Cycle Driven by KPIs
  • Cherry Picking Wasted Marketing Investment!
  • Sales & Marketing Divide You don’t follow them up!You’re leads are Junk!
  • How To Fix?
  • Start with Revenue Target Marketing & Sales Alignment!
  • Build Marketing and Sales Process Revenue Cycle Funnel
  • Integrate Marketing + Sales Data
  • Score Online and Offline Behaviour Explicit & Implicit Data
  • Focus Those Highly Engaged Hi-Value Customers & Prospects
  • Prioritised Followed Up Who. What. When. Where. Why. How.
  • Nurture Those Not Engaged Triggered & Behavioural Marketing
  • Test Campaign Variables Emails + Landing Pages + PURLs
  • Analyse Touchpoints and Influences Understand Your Buyers Journey
  • Measure Campaign Attribution Campaign Influence & Investment
  • Identify Trends Over Time 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
  • Predict Marketing’s Impact Predictive Analytics & Real Marketing Automation
  • Reporting / Dashboards 50% More MQL’s from Lead Nurturing
  • Get Started: Evaluate Your Funnel www.marketo.com/marketing- automation-roi-calculator
  • Summary 1. Recognise this change is here to stay 2. Focus on quality vs. quantity KPI’s 3. Focus on REVENUE as your key marketing metric 4. Integrate your marketing & sales data 5. Social + Web Analytics + Email + CRM 6. Define a combined REVENUE target 7. Build a combined marketing/sales process (SLA’s) 8. Analyse touch points, influences, attributions 9. Talk Revenue & Profit not Clicks & Impressions 10. Plan, Plan, Plan + always use the 75/20/5 Rule Success Formula!
  • Thank You! Will Scully-Power Managing Director Datarati will.sp@datarati.com.au +61 400 828 866 Twitter @willscullypower www.datarati.com.au