Leveraging technology to gain marketing edge

255 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
255
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Leveraging technology to gain marketing edge

  1. 1. 1© KRONOS INCORPORATED May 20, 2014© KRONOS INCORPORATED May 20, 2014© KRONOS INCORPORATED May 20, 2014 Leveraging Technology to Gain Marketing Edge Brought to you by SalesPanda Sumeet Doshi Head of Marketing & Alliances - India at Kronos
  2. 2. 2© KRONOS INCORPORATED May 20, 2014 Obama and the Power of A/B Test • Obama on campaign trail in 2007 • Hires Dan Siroker from Google to run campaigns • Campaign’s greatest challenge – turning site visitors into subscribers • A luminous turquoise photo of Obama and a bright red “Sign Up” button • Siroker provided alternatives - ”Learn More,” “Join Us Now,” and “Sign Up Now”. Learn More up by 18.6% • Black-and-white photo of the Obama family outperformed the default turquoise image by 13.1% • Using both the family image and “Learn More,” signups increased by a thundering 40 percent
  3. 3. 3© KRONOS INCORPORATED May 20, 2014 The Result? • By the end of the campaign, it was estimated that a – full 4 million of the 13 million addresses in the campaign’s email list, – and some $75 million in money raised, resulted from Siroker’s careful experiments. Source: Wired I am a big believer in reason and facts and evidence and science and feedback—everything that allows you to do what you do. That’s what we should be doing in our government. – Obama
  4. 4. 4© KRONOS INCORPORATED May 20, 2014 A/B Testing • First tried by Google in 2000 • Today A/B is Ubiquitous • In 2011 Google ran more than 7000 A/B tests on its search algorithm • Amazon, eBay etc also perform A/B tests regularly A/B testing is a powerful tool for marketers. But that’s only the tip of the iceberg
  5. 5. 5© KRONOS INCORPORATED May 20, 2014 Its All About Data
  6. 6. 6© KRONOS INCORPORATED May 20, 2014 Marketers Feel Underprepared
  7. 7. 7© KRONOS INCORPORATED May 20, 2014 Who are you?
  8. 8. 8© KRONOS INCORPORATED May 20, 2014 What can they sell you?
  9. 9. 9© KRONOS INCORPORATED May 20, 2014 The Fundamental Shift In Buying Behavior 696K The Discovery Call The Webvs. Tech buyers now conduct 3/4 of all research on-line
  10. 10. 10© KRONOS INCORPORATED May 20, 2014 Based on this shift, Companies require a way to track and react to “Digital Body Language” Digital Body Language = the aggregate of all the digital activity collected on an individual. Digital Body Language email opened or clicked web visit form submit search on Google referral from a social media webinar attend
  11. 11. 11© KRONOS INCORPORATED May 20, 2014
  12. 12. 12© KRONOS INCORPORATED May 20, 2014 Marketing Automation Platforms
  13. 13. 13© KRONOS INCORPORATED May 20, 2014 • Know what your prospects are interested in • Target your communications • Accelerate the Sales Process! Why MAP?
  14. 14. 14© KRONOS INCORPORATED May 20, 2014 Eloqua for Marketing Digital Body Language Campaign Management •Batch & Blast Communication •Segmentation Marketing •Event-triggered Marketing •One-to-one personalization •Real-time, multi-channel marketing •Tactical metrics •Segment analysis •Conversion metrics •Pipeline and influenced Revenue Marketing Effectiveness Contact Management •Data Profiling •Data Cleanse/Append •Data Acquisition •Inline/Real-time Data Mgmt •Segment/Permission Mgmt Lead Management •Lead Management •Lead Scoring •Lead Routing •Lead Nurturing •Real Time Lead Alerts
  15. 15. 15© KRONOS INCORPORATED May 20, 2014 What if you had all that direct insight into your customers’ interests? And you could view a profile of your current prospects directly from CRM?
  16. 16. 16© KRONOS INCORPORATED May 20, 2014 To Summarise Technology Makes “Classic Marketers” the Neanderthals of Digital World Classic Marketer has two choices - Embrace and Adapt - Become Irrelevant and Unemployed
  17. 17. 17© KRONOS INCORPORATED May 20, 2014 To find the right solutions for your automation needs, please visit www.salespanda.com or write to info@salespanda.com for a free consultation

×