Time to Diversify: Reinventing Common Marketing Channels to Stay Relevant and Produce Positive Change
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For more information about the marcus evans marketing summit series: marketingseries@marcusevanscy.com Scott Combes, ANZ Commercial Marketing Director at Dell Australia discussing Time to Diversify: Reinventing Common Marketing Channels to Stay Relevant and Produce Positive Change at the CMO ANZ Summit 2015.
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Time to Diversify: Reinventing Common Marketing Channels to Stay Relevant and Produce Positive Change
- 1. Next Generation Marketing Going digital to deliver ground breaking results Scott Combes CommercialMarketing Director DELL Australia and New Zealand CMO Summit 2015. RACV Royal Pines Resort, Gold Coast. 17-19 August 2015
- 2. Technology trends are forcing changes 15,000 leads basedon modelling customerprofiles andpropensity modelling @decline with traditional vehicles such asemail losing effectiveness Competitive landscape with new and nimble competitors and pricingpressures ROI puttingincreasing pressureon marketing performance 2 30%of all pipeline camefrom these leads 90%follow up every lead,every quarter.
- 3. We are at the intersection of Traditional & New Marketing
- 4. © 2015 Forrester Research, Inc. Reproduction Prohibited 4 Imagine you are a retailer Then, imagine your customers walking into your store, pulling out their smartphone, then turning around and running out of your store….
- 6. Early to mid funnel consideration driven by Digital Content Amplification Early Stage Mid Stage Late Stage Consideration Conversion SEM&Social Media (Infographics) 3rd Partywebinars ContentSynd:Whitepapers, Analyst reports,Trendreports Eloqua Nurture& Lead Concierge 70% Organic Search Webinars Justkeeping up to date Have early indications of a need and searching fora solution Interested in a solution, researching vendors Evaluating solutions Product eDMs Seekingproof points Webinars Negotiation and purchase Sales Engagement Awareness 2013 2015
- 8. The Result: 6000 conversations Key decision makers Over 18 months
- 10. Content Download MRL Lead Nurture Lead Converted (100%) Sales Follow-up MRL to Converted revenue: 160 days
- 11. 3 $ 28
- 12. 55% of all digital leads have converted into pipeline
- 13. NextGen Marketing Achieving marketing objectives and strategies (in this new environment) will require a much more granular analysis of customers and prospects than ever before” -A Marketers Guide to Analytics
- 14. Data: Single Customer Universe Decisions: Delivering Insight Execution: Real-Time • Consolidated Universe • Synthesized Identities • Mapped Marketing Activity • Agile Learning (CJDM visualization) • Determines Next Best (Scoring) • Provide Data to Execute (Masterfile) • Customer Journey (CRM & Digital) • Marketing Qualification (Lead Process) • Sales Funnel Efficiency (SFDC) Tablea u CJDM Interfac e Lattic e Masco t Eloqu a Sale s Edg e Digital (Medi a math) MDF D3 3rd Part y Capti x ?? CMAP
- 16. BACKUP SLIDES
- 17. For more information about the marcus evans marketing summit series: marketingseries@marcusevanscy.com