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

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