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Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
Pardot UK Seminar: Jeremy Jones (6/23/2011)
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Pardot UK Seminar: Jeremy Jones (6/23/2011)

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  • 1. How DatanomicMakes MarketingAutomationWork<br />Jeremy JonesVP MarketingDatanomic Limited<br />June 2011<br />
  • 2. Agenda<br />What is Marketing Automation?<br />About Datanomic<br />Datanomic Marketing<br />What Marketing Automation Offers Us<br />How Datanomic Exploits Automation<br />The Benefits We’ve Achieved<br />
  • 3. What is Marketing Automation?<br />Technology that helps us work more efficiently and effectively<br />But:<br />Value comes not from point solutions but from an integrated technology approach<br />Aggregate and share accurate data<br />Configurability to your specific business objectives is essential<br />Planning is important - understand how workflow inputs and outputs will benefit your processes<br />
  • 4. About Datanomic<br />
  • 5. About Datanomic<br />Datanomic is a leading provider of Enterprise Data Management and Risk & Compliance Screening solutions that help clients:<br />Remain compliant with legislation<br />Save money<br />Streamline business processes<br />Reduce inefficiencies<br />Unlock ROI<br />Ensure their data is Fit for Purpose<br />
  • 6. About Datanomic<br />What that really means:<br />B2B Software vendor<br />SME scale budgets – ROMI is key<br />High unit cost of sale<br />Potentially long sales cycles<br />2 lines of business, targeting:<br />Heads of Marketing, HR, Finance, Product/Category Management, Logistics, Compliance, AML<br />
  • 7. Selected Clients<br />
  • 8. Awards & Accolades<br />
  • 9. Analyst Endorsements<br />“Visionaries”Quadrant<br />
  • 10. DatanomicMarketing<br />
  • 11. Marketing Challenges<br />Pressure to build significant pipeline<br />Small team – limited bandwidth<br />Small budget – in-house wherever necessary<br />High cost of primary lead generation<br />Small sales team – deep qualification of prospects is vital<br />
  • 12. Integrated Campaign Deployment<br />TM<br />Web<br />PR<br />Emailers<br />Events<br />Google Adwords<br />Marketing Automation<br />Data Mining<br />CRM<br />Collateral<br />
  • 13. Lead Nurturing Process<br />Campaign<br />Planning<br />Data Inputs<br />Lead Gen<br />Validation<br />Sales Pipeline<br />Qualification<br />QuickStats Workshop<br />Scoping Meeting<br />Webinars, SeminarsEvents, Telemarketing<br />Marketingmix combination<br />Partners, PardotOneSource, Events<br />Brief<br />Approval<br />Mix Assessment<br />Marketing Automation<br />
  • 14. Manual‘CreepingCommitment’Campaign<br />PR<br />Download<br />Meeting<br />Pipeline<br />Webinar<br />Seminar<br />Trade Event<br />TM<br />Email<br />TM<br />TM<br />TM<br />
  • 15. What MarketingAutomationOffers Us<br />
  • 16. Learning from Retail<br />Distinguish browsers from buyers:<br /><ul><li>Allocate sliding-scale prospect scoring to each touchpoint and prioritise key interactions
  • 17. Identify site visitors searching for specific key phrases within search engines or your site
  • 18. Prioritise those also downloading collateral
  • 19. Escalate registrations for events to shortcut the campaign cycle</li></li></ul><li>Learning from Retail<br /><ul><li>Identify larger potential deals
  • 20. Dedicate greatest efforts to closing
  • 21. We’re engaged in a sales process – predict and provoke
  • 22. Keep new customers loyal for ongoing sales
  • 23. Nurture browsers to retain front-of-mind awareness</li></li></ul><li>What Marketing Automation Offers Us<br />Automate manual, repetitive tasks<br /><ul><li>Automatically create CRM prospects and automatically assign owners
  • 24. Create library of reusable email templates for tactical and drip e-shots
  • 25. Central repository for all reports (Adwords, Webstats etc)</li></li></ul><li>What Marketing Automation Offers Us<br />Achieve greater insight per customer<br /><ul><li>Unified record for:</li></ul>Web activity – page views, downloads, searches<br />Telemarketing – call notes, follow-up emails<br />Event attendance – webinars, seminars, trade shows<br />Quotes/SoWs/RFPs<br />Reporting heirarchies<br />Opportunities/Pipeline<br />
  • 26. What Marketing Automation Offers Us<br />Provide greater qualification detail to sales<br /><ul><li>Identify:</li></ul>Areas of interest - solutions/business issues<br />Level of knowledge – downloads, page views<br />Commitment to engage – completeness of identity details<br />Engagement history – previous opportunities<br />
  • 27. What Marketing Automation Offers Us<br />Automatically progress suspects to prospects via lead nurturing<br />Sales Mtg<br />TM<br />Emails<br />
  • 28. How Datanomic ExploitsAutomation<br />
  • 29. Marketing Automation<br />Pardot offers Datanomic:<br /><ul><li>Bi-directional CRM Integration</li></li></ul><li>Pardot Salesforce.com Integration<br />
  • 30. Marketing Automation<br />Pardot offers Datanomic:<br /><ul><li>‘Anonymous’ browser tracking and conversion
  • 31. Web form handling</li></li></ul><li>Pardot Prospect Records<br />
  • 32. Marketing Automation<br />Pardot offers Datanomic:<br /><ul><li>Full, auditable email marketing</li></li></ul><li>Marketing Automation<br />
  • 33. Marketing Automation<br />Pardot offers Datanomic:<br /><ul><li>Automatic escalation/trigger activities</li></li></ul><li>Marketing Automation<br />Pardot offers Datanomic:<br /><ul><li>Drip program management
  • 34. Campaign support via automated email</li></li></ul><li>Manual‘CreepingCommitment’Campaign<br />PR<br />Download<br />Meeting<br />Pipeline<br />Webinar<br />Seminar<br />Trade Event<br />Email<br />TM<br />TM<br />TM<br />TM<br />
  • 35. Auto‘CreepingCommitment’Campaign<br />PR<br />Download<br />Meeting<br />Pipeline<br />Webinar<br />Seminar<br />Trade Event<br />Email<br />TM<br />Email<br />Email<br />Email<br />
  • 36. The Benefits We’ve Achieved<br />
  • 37. Benefits to date<br />3-year unweighted pipeline increase of 375%<br />Better qualification of sales meetings – significant reduction in ‘dead’ meetings<br />Single View of Customer/Prospect (in conjunction with dn:Director’s data enhancement)<br />20% reduction in manual efforts in Marketing (~£10k/year)<br />Acquisition by Oracle<br />
  • 38. Jeremy JonesVP Marketinge: jeremy.jones@datanomic.comt: +44 (0)1223 228418<br />www.datanomic.com<br />

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