Big Data That Drives Marketing ROI Across All Channels & Campaigns-A Case Study featuring Workday

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  • How Workday went from Good to Great - Winning big with “big data”Traditional “push” campaign concepts are dead.  Last click attribution is irresponsible. Siloed channel marketing will get you fired.  So how do you win?  Learn how Workday, one of Silicon Valley’s fastest growing and most respected companies amplified their inbound marketing efforts by leveraging Customer Intelligence (aka “Big Data”).  This “big data” unearthed customer insights that helped close the marketing loop – launching and tracking campaigns, channels and content from first touch to last, through marketing automation to CRM and ultimately to sale. You’ll learn how Workday closed the marketing loop and won big with big data and a dramatic increase in traffic and leads:  Overall Traffic increased 71% , Organic traffic increased 117%, and Leads increased 33% YOY (2011 to 2010).
  • Found myself frequently answering these questions on behalf of marketersI believe…
  • Data becomes the “introduction, enabler & insight” into those relationships
  • Has changed the way we do business, from Top down…
  • Has changed the way we do business, from Top down…
  • In the past, it we leverage Explicit DATA: focus groups and user surveys,Today, its about leveraging IMPLICIT DATA: online and offline
  • Provides a detailed understanding of customer behavior and experiential trends
  • Needs helpFirst: close the loop then derive insights from the customer journeySecond: attribute what worked what didn’t, use that to score channels, behaviors and conversionsLast- drive improved business outcomes- personalize the customer experience and create more effective and efficient sales team/processNot sure how the stop light is telling the sales effectiveness story?
  • Need to clean a bit- showing measurement from channel to lead (blue arrow)
  • Need to clean a bit- showing;Holistic measurement awareness + usage+ content+ lead + sale = closed loopRe-inform success to re-invest in programs that generate sales
  • Looking to connect the typical marketing funnel to the customer journey.
  • Fix the blue arrow
  • Rules-based approaches. Attribution based on rules — including even-weighted, position based, and time-decay models — allows marketers to assign fractional values to each marketing contact based on predetermined rules (see Figure 2).3 Marketers and their vendors can also create custom weights based on their own analysis and the assumptions of their business and industry. The downside to a rules-based approach? Marketers often view it as an arbitrary way to assign values to each marketing touchpoint, leading some to see it as no better than first-touch/last-touch attribution.Advanced statistical approaches. Advanced attribution approaches leverage statistical or probabilistic models that produce and assign appropriate values to each interaction (see Figure 3). The model is based on past customer interaction behavior data, which drives the appropriate weights for each interaction. Most attribution vendors employ this approach, which typically provides the most accurate picture of the customer journey. The only drawback is that marketers believe they need to be experts to understand this approach and understand how effective their marketing really is. As one marketer put it, “Often, it’s like putting my data into a black box and not understanding the magic formula that generates the results that come out.”
  • Can we make the sale txt cycled on click (not as part of the diagram) want to make a point about lead, pause, to sale
  • ChannelsLead conversion typical metric1)Shows SM at 3.3% channel to lead metric, decent not greatTime to dig a bit deeper2) Lead conversion across the life of the visitor- sm goes up… 7.4%Means don’t convert right away when interacting with SM, but they do convert at some point3) Reached in to CRM to determine quality of lead- look at channels as % qualified leads is higher, and touch point per visitor is higher as a single channel converting to highly qualified lead
  • ChannelsLead conversion typical metric1)Shows SM at 3.3% channel to lead metric, decent not greatTime to dig a bit deeper2) Lead conversion across the life of the visitor- sum goes up… 7.4%Means don’t convert right away when interacting with SM, but they do convert at some point3) Reached in to CRM to determine quality of lead- look at channels as % qualified leads is higher, and touch point per visitor is higher as a single channel converting to highly qualified lead
  • ChannelsLead conversion typical metric1)Shows SM at 3.3% channel to lead metric, decent not greatTime to dig a bit deeper2) Lead conversion across the life of the visitor- sum goes up… 7.4%Means don’t convert right away when interacting with SM, but they do convert at some point3) Reached in to CRM to determine quality of lead- look at channels as % qualified leads is higher, and touch point per visitor is higher as a single channel converting to highly qualified lead
  • How sm interacts with channels1) Definitive flow from Organic branded to SM and SM to OrganicTell SM is not acquiring channel but supporting channel, nurturing2) Look at channel paths, which channels touch on way to leadShows path flow acts as secondary nurturing channel- which channels touch on way to becoming leadOrganic non brand into SM- is the most important channel comboHow sm plays apart of marketing and interacts with other channels
  • How sm interacts with channels1) Definitive flow from Organic branded to SM and SM to OrganicTell SM is not acquiring channel but supporting channel, nurturing2) Look at channel paths, which channels touch on way to leadShows path flow acts as secondary nurturing channel- which channels touch on way to becoming leadOrganic non brand into SM- is the most important channel comboHow sm plays apart of marketing and interacts with other channels
  • Provides a detailed understanding of customer behavior and experiential trends
  • Provides a detailed understanding of customer behavior and experiential trends
  • Traditionally marketers look at the reach and connections and calculate their conversion rates based on those 2 metrics. However, there are a lot more metrics that can indicate higher engagement such as usage and content consumed and should be looked at holistically at the individual level or company level to accurately gauge engagement
  • Need to clean a bit- showing measurement from channel to lead (blue arrow)
  • Provides a detailed understanding of customer behavior and experiential trends
  • Provides a detailed understanding of customer behavior and experiential trends
  • Traditionally marketers look at the reach and connections and calculate their conversion rates based on those 2 metrics. However, there are a lot more metrics that can indicate higher engagement such as usage and content consumed and should be looked at holistically at the individual level or company level to accurately gauge engagement
  • Traditionally marketers look at the reach and connections and calculate their conversion rates based on those 2 metrics. However, there are a lot more metrics that can indicate higher engagement such as usage and content consumed and should be looked at holistically at the individual level or company level to accurately gauge engagement
  • Provides a detailed understanding of customer behavior and experiential trends
  • Provides a detailed understanding of customer behavior and experiential trends
  • Provides a detailed understanding of customer behavior and experiential trends
  • Provides a detailed understanding of customer behavior and experiential trends
  • Needs a little help
  • Provides a detailed understanding of customer behavior and experiential trends
  • Demandbase unlocks the identity of the website visitor through its Real-Time Identification service, which links the IP address to our proprietary Business Resolution Platform.Demandbase delivers up to 40 targetable attributes into your marketing automation system. This standardized data resides content management system and provides marketers with increased capabilities to segment and target content to drive engagement.With this valuable information, rules can be written in the CMS to dynamically serve content based on the visitor’s identity.
  • Objective:Target visitors in the United States Public Sector (USPS) to a USPS version of the Smart Decision page and monitor engagement across both the USPS and the default Smart Decisions landing page.Methodology:The USPS segment included visitors from paid search, email, paid ads, and reverse IP look up of Government, and Education industries. 80% of the USPS segment visitors were targeted to the USPS Smart Decisions landing page. The remaining 20% received the default Smart Decisions landing page.Time Period:Test ran from Nov 8 – Dec 2, 2011Test Results:The targeted version of the page drove a 30% lift in Demo plays and a 39% lift in overall page PDF downloads. Additionally, visitors in the targeted experience were substantially more likely to navigate to the FAS2000 page suggesting higher overall site engagement.Action from results - push the targeted experience to 100% of all USPS visitors. Additionally, use Demandbase and Test & Target integration to identify additional segments to create customized, targeted experiences.
  • The first thing that B2B marketers need to understand is identifying the traffic that matters, the high value traffic that you want to engage with. You will need to leverage analytics to ferret through the traffic and focus on the segments that matter.Marketers must also engage with the right visitor on site with targeted content and strong web design…otherwise confusing usually results in leaving the site and a missed opportunityFinally, marketers are tasked with measuring success and optimizing ROI. Marketerers now have the tools to measure and drive ROI. At the Omniture summit, there was the phrase ‘marketing is the new math’ was coined…this is very true. Marketers have the ability to influence programs like never before.
  • Provides a detailed understanding of customer behavior and experiential trends
  • Company level
  • Needs helpFirst: close the loop then derive insights from the customer journeySecond: attribute what worked what didn’t, use that to score channels, behaviors and conversionsLast- drive improved business outcomes- personalize the customer experience and create more effective and efficient sales team/processNot sure how the stop light is telling the sales effectiveness story?
  • Provides a detailed understanding of customer behavior and experiential trends
  • Provides a detailed understanding of customer behavior and experiential trends
  • Provides a detailed understanding of customer behavior and experiential trends
  • Provides a detailed understanding of customer behavior and experiential trends
  • Need to clean a bit- showing measurement from channel to lead (blue arrow)
  • Need to clean a bit- showing;Holistic measurement awareness + usage+ content+ lead + sale = closed loopRe-inform success to re-invest in programs that generate sales
  • Need to clean a bit- showing;Holistic measurement awareness + usage+ content+ lead + sale = closed loopRe-inform success to re-invest in programs that generate sales
  • Fix the blue arrow
  • Need to clean a bit- showing;Holistic measurement awareness + usage+ content+ lead + sale = closed loopRe-inform success to re-invest in programs that generate sales
  • Needs helpFirst: close the loop then derive insights from the customer journeySecond: attribute what worked what didn’t, use that to score channels, behaviors and conversionsLast- drive improved business outcomes- personalize the customer experience and create more effective and efficient sales team/processNot sure how the stop light is telling the sales effectiveness story?
  • Can we make the sale txt cycled on click (not as part of the diagram) want to make a point about lead, pause, to sale
  • Provides a detailed understanding of customer behavior and experiential trends
  • Provides a detailed understanding of customer behavior and experiential trends
  • Provides a detailed understanding of customer behavior and experiential trends
  • Provides a detailed understanding of customer behavior and experiential trends
  • Needs a little help
  • Provides a detailed understanding of customer behavior and experiential trends
  • Provides a detailed understanding of customer behavior and experiential trends
  • Provides a detailed understanding of customer behavior and experiential trends
  • Needs helpFirst: close the loop then derive insights from the customer journeySecond: attribute what worked what didn’t, use that to score channels, behaviors and conversionsLast- drive improved business outcomes- personalize the customer experience and create more effective and efficient sales team/processNot sure how the stop light is telling the sales effectiveness story?
  • Needs helpFirst: close the loop then derive insights from the customer journeySecond: attribute what worked what didn’t, use that to score channels, behaviors and conversionsLast- drive improved business outcomes- personalize the customer experience and create more effective and efficient sales team/processNot sure how the stop light is telling the sales effectiveness story?
  • Provides a detailed understanding of customer behavior and experiential trends
  • Provides a detailed understanding of customer behavior and experiential trends
  • Provides a detailed understanding of customer behavior and experiential trends

Transcript

  • 1. How Workday went from Good… to Great! Winning with Big Data
  • 2. Why Big Data, Why now?////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Pace of change… +Companies Large and small… +Industries: Old & young +Customers: b2b or b2c, male or female, rich or poor… +Continue to evolve quickly… and…
  • 3. Greatest Company Asset “Customer Relationship”Not product, not IP, not brand. Data becomesIntroduction, enabler and insight Customer Relationships
  • 4. I’m Thad Kahlow //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////+ CEO BusinessOnline+ 12 years Digital Marketing+ Fortunate to work with some incredible brands+ B2B Magazine Interactive Agency year+ Top Agency: 2008, 2009, 2010@Tkahlow
  • 5. Allow me to Digress… //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////+ GM, +100 years+ 1999 largest market cap US> $50B & stock @$100+ < 10 years… bankruptcy
  • 6. In the same Breadth… //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////+ < 7 YEARS+ MARKET CAP > $80B+ 2x+ Market cap of GM in less ONE decade…
  • 7. CEO: New normal////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// CEOs operate in a substantially more “volatile, uncertain and complex world” -IBM Study, face-to-face conversations with more than 1,500 CEO’s worldwide.
  • 8. Solution CEO ////////////////////////////////////////////////////////////////////////////////By…Re-Invent Customer Relationships:+ Adopt new channels to engage&stay connected with customers.+ Draw more insight from data…make customer “78% CEOs intimacy priority #1 believe #1 goal is to get closer to customer” -IBM Study, face-to-face conversations with more than 1,500 CEO’s worldwide.
  • 9. CMO: New normal //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////CMOs… “Increasing levels of complexity over the next five years in how we market products and services” -IBM Study, face-to-face conversations with more than 1,700 CMO’s worldwide.
  • 10. Solution CMO////////////////////////////////////////////////////////////////////////////////Deliver Value to Empower Customers+ Digital revolution- forever changed balance of power between individual& institutionFoster Lasting Connections+ Cultivate meaningful relationships…throughout entire life cycleCapture Value, Measure Results+ Quantify, analyze andjustifythe financial results of marketing initiatives
  • 11. Simplify please…Why Big Data? Why now?
  • 12. Because… 2. Barriers to entry are minimal, competition can enter and win quickly… 1. Customers have control &fundamentals have changed…4. Data becomesthe “introduction,enabler & insight” into those 3. Customer Relationships relationships become your largest asset
  • 13. “Companies that leverage data to have one-to-one conversationswith customers at scale… will win.” - John Battelle Federated Media
  • 14. How Workday went from Good to Great: Winning big with “big data” -Top 5
  • 15. B2B (Workday) Challenge//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Workday +B2B leading HR and financials software company +Complex and long sales cycle with +multiple decision making roles: CEO, CIO, CFO, CHRO +Founded in 2005 with more than 650 employees and 200 customers +Competitors: Taleo, SucessFactors, Lawson and Oracle Complexity of B2B Sales Cycle + Length: 1 Month – 5 Years + Roles: 1 >10 + Research to purchase cycle: “lots of touch points” + Channels & Media + Content & Campaigns Desired Outcome + Improve Digital and Marketing Performance + Close the loop: lead to sale + Close more business faster + Measure and improve ROI
  • 16. Marketers primaryChallengePrograms that Majority ofefficiently and marketers do not effectively know whichgenerate leads yet programs that turn into produce the sales… leads that turn into sales.
  • 17. Strategy starts w/ DataData Framework//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Close the Loop More Effective Customer Sales Journey Close the Loop Drive Business Outcomes Attribute Success Attribute Personalize Validated Score
  • 18. Start with Closing the Loop
  • 19. CommonApproach to measurement Awareness: PPC , SEO, Display, Social, Email… Awareness Usage Engagement: Bounce, Page Views, Visits, Frequency Content Engagement: Engagement Newsletters, Blogs, Videos, Webcasts, product pages Conversion: Conversion Request a quote, contact, dealer locator, initiated lead, completed lead, registration, #800 SALE Measured in isolation: -Single Channel to Lead : CPL -Silo Engagement: Avg page views
  • 20. IdeallyClosed loop measurement Awareness: PPC , SEO, Display, Social, Email… Usage Engagement: Awareness Bounce, Page Views, Visits, Frequency Engagement Content Engagement: Newsletters, Blogs, Videos, Webcasts, product pages Conversion Conversion: Request a quote, contact, dealer locator, initiated lead, completed lead, registration, #800 SALE Complete Measurement: +Cost per Sale +Marketing/Program ROI
  • 21. Don’t Forget “The” Customer Journey/Loop//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Non-linear Reciprocity
  • 22. Collect & Connect Technically- How to close the Loop?//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Marketing Programs Use closed loop insights to optimize Analytics Tools Business Tools Web CRM Search, Social Data Mktg Automation Email Warehouse Call Center (ETL) API or Direct Call> < API or Direct Call Multi-Source Analysis Tool(s) http://www.businessol.com/blog_posts/close-loop-part-1/
  • 23. Closed the loop, next?What’s Happening?Why it’s Happening?What to do about it?
  • 24. Attribute Success
  • 25. ForresterAttribution models////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
  • 26. What & whyAttribution//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// D F G 1. Track Success @ the Customer Level 2. Analyze what 2 5 channels, content and campaigns delivered success III 3. Connect to Sale 4. Measure Program ROI SALE
  • 27. Channel Attribution Last Click Channel to Lead//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 3.3% + Last click, single channel to lead measurement (booo) + SM = 3.3% conversion, decent not great + Time to dig a bit deeper…
  • 28. Channel to Lead Life of the visitor//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// LIFE OF VISITOR > LEAD 7.4%+ Single channel + life of visitor to lead = 7.4% conversion (double) + SM is nurturing channel, don’t convert first instance, but down the road
  • 29. Holistic Attribution//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 34%+ Tapped CRM determine quality of lead+ Analyze: Channels + Content Engagement = Quality Lead (CRM)+ Social Media = largest # of qualified leads CEO+ 10x more likely to convert when touched SM Blog
  • 30. How Social Feeds other channels//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// +Definitive flow from Organic branded to SM and SM to Organic +SM is not acquiring channel but supporting channel, nurturing
  • 31. Channel Path Attribution//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Channel paths, at the visitor level, measure channel path to lead + Organic non brand into SM- is the most important channel combo + Insight: Reinvest in SEO & SM content optimization- blogs, 3rd party reviews, video + Lead Channels vs Nurturing Channels + SOURCES for Research B2B: Search most leveraged, most sought after = WOM
  • 32. Validated Scoring
  • 33. What is Validated Engagement Scoring? ////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////+ Track at Visitor (aggregate company) Level: + Channel, Campaign and Content activities into a single “Score” that quantifies behavior.+ Weigh activities + Correlate success factors so visitors with the highest scores become the most valuable, “ready to convert”+ Outcome: Focus Efforts + Evaluate customer scores in real time, + Personalization & Segmentation- create a better experience + Sales Alerts
  • 34. B2B Company vs. Visitor ////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////+ From Individual to Company + Compile a company score based on the aggregate score of the individuals in a company+ From Noise to Focus + From 4,000 leads to 400 qualified leads + Based on behaviors (past success) + company attributes (size, vertical, etc)
  • 35. Our algorithm Validated Engagement Model (VEM)///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// VEM: +Moves beyond measuring traditional channel to lead measurement or best guess weighted averages… to +A weighted points algorithm, based on past success, throughout customer journey all the to sale (SF Integration). VEM output: + Self Learning: past success = new weights + Measure & improve program ROI
  • 36. Recall- CommonApproach to measurement Awareness: PPC , SEO, Display, Social, Email… Awareness Usage Engagement: Bounce, Page Views, Visits, Frequency Content Engagement: Engagement Newsletters, Blogs, Videos, We bcasts, product pages Conversion: Conversion Request a quote, contact, dealer locator, initiated lead, completed lead, registration, #800 SALE Measured in isolation: -Single Channel to Lead : CPL -Silo Engagement: Avg page views
  • 37. VEM Example //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Source (Awareness) Channel: Social Media > Display 10% Usage (Engagement) Depth of Interaction: Page views, clicks, login etc. (> 10 20% clicks) Content (Engagement) Product Preview, Case Study, Datasheet, video, Webinar, 30% whitepaper (Product demo video + Client Testimonial CS) Connection Sales contact request, partner information, connects with 40% (Conversion) leadership team, demo, attends an event 40% total 10% 20% 30% scoresource usage content connection
  • 38. Sample report: Cookie = 321548979797641313123154////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////Score = Source + Usage + Content + Connections145.6 = 18.8 + 22 + 38.4 + 66.4 Usage value Connection value Content value Reach value Contact us 88 Video 50 Lp count 55 Page count 20 Request price 78 demo 78 Lp recent 82 Page views 40 Campaign ad 51 Time on site 50 Reach total Usage weight 30% 188 .10 10% total Usage Usage weight 20% 110 .20 Connection total Usage weight 40% 166 .40 Content total Usage weight 128 .30 Usage score 18.8 Usage score 66.4 Usage score 22 Usage score 38.4
  • 39. Clearly determine Which Visitor is more valuable///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Visitor 1 Visitor 2 Reach : 20 Reach : 15 Usage : 40 Usage : 85 Content :60 Content : 160 Connections: 85 Connections 89 Score : 89 Score : 250
  • 40. Compare Campaigns/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////Education- “Why SaaS” campaign Closer- “Total Cost of Ownership” campaign Equal # conversions, -yet- One outperforms Score : 289 Score : 140 +Business value +Shift from tracking leads per channel +To tracking true Campaign/Program ROI +Based on aggregate roll up of “valuable visitors/companies”
  • 41. Now lets get Personal
  • 42. Create a tailored experiencePersonalize//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Serve the Right : Experience, Message, Content + To the Right Person + In the Right: Role, & Industry + At the Right time + On the right device + Based on past success (Validated) SALEGeneral experience Personal experience Convert Increase sales
  • 43. First - Turn individual unknown visitor into aKnown visitor (look back)//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 1st Visit to site 2st Visit to site 3rd Visit to site Score 67 Score 40 Score 23 Cookie ID 12345 Cookie ID 12345 Cookie ID 12345 James Smith Anonymous score based on behavioral data such as : Known user score based on prior history, new behavior , plus - Pageviews profile data: - Search terms - Time on site - Pageviews - Referring keyword - Search terms - Campaign Type - Segment -Frequency - Title - Persona All anonymous browsing data is mapped back to the contact level
  • 44. Go from unknown toKnown Companies////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////+ B2B sales cycle + Many prospects from a single company research + yet in different BUs, or departments+ Small % become known: fill out a form, call you- self identify+ Turn unknown visitors into known visitors in a specific company
  • 45. How?Known Company visitors////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////+ Email domain (ex: Demandbase)+ Form field with a company specification+ IP look up (Demandbase)+ Referring Domain (ex: Demandbase)+ Connect and Correlate
  • 46. ExampleIndividual vs. Company//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 7 visitors vs. 173 visitors= +17,200% For all Marketers- give us our true credit”
  • 47. FinallyPersonalize the customer journey//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// “Amazon for B2B” +Someone in your vertical +Someone in your role +At this stage of research +Looking for to solve this problem +Has found this piece of information valuable
  • 48. Tactical Personalization & Segmentation Examples
  • 49. Deliver Targeted Content, at the Right Time Web Visitor 69.38.209.30
  • 50. Adobe Targets the Verticals – Same Content!1
  • 51. Industry Level Personalization •35% Lift in PDF and Play Demo Clicks •83% Lift in Visitors navigating to the Product Pages
  • 52. Real Time Identification Forms Solution + Problem + Removing the friction with long forms, without losing data + Solution: RTID-FORMS + Real Time Identification Forms solution accelerates the engagement and form completion process through shortening forms. + Form completion results in increased leads, stronger data, and more effective marketing programs, resulting in increased revenue. + Pillars + Increase conversions + Standardize and validate data + Improve visitor experience
  • 53. Optimize Your Forms and Strengthen Your Database John Stevens Mgr js@oracle.com Ora| $35,622,000,000 Software and Technology 105,000 500 Oracle Parkway Redwood Shores CA 94065 Enterprise
  • 54. Create Sales Effectiveness
  • 55. SalesEffectiveness//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Give sales the right information to close more business in less time + Sales alerts + Predict who will buy SALE in the future + validated engagement scoring + Establishes predictable, efficient sales path that takes less time
  • 56. Future…Predictive Modeling////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
  • 57. In Sum
  • 58. Remember theData Framework//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Close the Loop More Effective Customer Sales Journey Close the Loop Drive Business Outcomes Attribute Success Attribute Personalize Validated Score
  • 59. MarketersSolution Create Marketersprograms thatefficiently and KNOW effectively whengenerate leads which programs that turn into produce the leads that turn sales… into sales.
  • 60. 33%costs
  • 61. Thank You! @tkahlow For DMA participants////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////+ Card, or email: thad.kahlow@businessol.com
  • 62. A likely sales story…
  • 63. San Francisco | August 13–17, 2012 | #sessf I really need to findthat solution that will solve everything!
  • 64. San Francisco | August 13–17, 2012 | #sessf We Rule!YOU happen to develop andmarket an enterprise softwaresolution that solves everything
  • 65. San Francisco | August 13–17, 2012 | #sessf(but you have competitors)
  • 66. San Francisco | August 13–17, 2012 | #sessfSo…what happens at XYZCompany?
  • 67. San Francisco | August 13–17, 2012 | #sessf“XYZ” assigns Jim and Susan to lead theinvestigation and vendor selection process.Jim – Marketing manager: early research Conducts some non branded searches like “Software solutions that solve everything” Clicks an organic link to your site Ignores the PPC links – expects he would be presented with a landing page and some kind of call to action – he’s just researching Reads some analyst reviews and learns that your company is a leader in the space. Reviews your products and value proposition on your web site.
  • 68. “XYZ” assigns Jim and Susan toSan Francisco | August 13–17, 2012 | #sessf lead theinvestigation and vendor selection process.Susan – part of investigation and vendor selection process Conducts some searches which lead to some blogs and other social networking sites for you and your competitors. Starts following you and your competitor’s twitter handle. Sees your company sprinkled across the blogs and reviews and the sentiment appears positive. Clicks on a link from a blog to your site and starts browsing.
  • 69. San Francisco | August 13–17, 2012 | #sessfJim and Susan call a meeting with key stakeholders to startdiscussing things – you are in their list of possibilities. They all take actions to research further… Has concerns on the security and maintenance behind some of the solutions. Wants to make sure the solution will fulfill the long term needs to solve everything forever. IT Manager CFO My people will be using the system – need to ensure training and support are available and the system is easy to use. Operations Manager
  • 70. San Francisco | August 13–17, 2012 | #sessfA group of IT, Operations and Financial staff go to your site(via mostly branded search – PPC and Organic) Reports that he has been getting emails from your company each month with various topics, whitepapers etc. He saw you at an event last year and left his card. Reports that she has seen some display advertising for your company and that you must be a big player in the space. Fills out a form on your site to get to a whitepaper. Also fills out a form after a PPC search.
  • 71. San Francisco | August 13–17, 2012 | #sessfYour sales people reach out to the people who filled out theforms and start the direct sales process.In the mean time… IT personnel download some white papers on the technical solution. Jim starts to build a competitive matrix with information from your web site.. The CFO attends a sales pitch and goes back to the web site to check out the management team – he also goes to LinkedIn. Operations staff download some product demos and watch some videos to understand how the product is going to work for them.
  • 72. You become shortlisted and are asked to conduct a small pilot. 13–17, 2012 | #sessf San Francisco | AugustThe audience for the summary presentation is around 20 people.Before the presentation most of the audience researches you on the web site.A couple of key people read a whitepaper that clearly differentiates your solution.
  • 73. San Francisco | August 13–17, 2012 | #sessfThey select you! … its due diligence time and contracting time.They research the web looking for negative sentiment.They read your customer use cases online and ask to speak to those customers. The contract is signed!
  • 74. San Francisco | August 13–17, 2012 | #sessfDid your reporting and analysis say…• Search drove one lead and one lead came from a bookmark or typed url.Or did your reporting and analysis say…• This $1M sales was assisted by… • Non branded organic search driving initial awareness • Social marketing driving awareness and nurturing the prospects • Events, display and email driving brand recognition • Web site general content educating the prospect • Branded SEO and PPC making leading to engagement and prospect nurturing • Technical web content dealing with specific objections • Product demos and videos helping late in the sales cycle • Leadership bio’s and case studies acting as references • Over 20 people, all influencers, engaging with multiple marketing channels and web site assets
  • 75. Thank You! @tkahlow For DMA participants////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////+ Card, or email: thad.kahlow@businessol.com
  • 76. Appendix
  • 77. Marketers primaryChallengePrograms that Majority ofefficiently and marketers do not effectively know whichgenerate leads yet programs that turn into produce the sales… leads that turn into sales.
  • 78. San Francisco | August 13–17, 2012 | #sessf Use Case – Demonstration of the Key PrinciplesGet the attribution right. • Use the data to understand the attribution • Apply the correct model • Model may be different depending on intent • Pay attention to cross channel
  • 79. The big why? Outcome//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Build deeper… long lasting relationships with your customers + your only REAL long term ASSET. 2. Drive Business: a) Marketing ROI b) Sales Efficiency
  • 80. Workday Results//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Detailed stats
  • 81. CommonApproach to measurement dan Awareness: PPC , SEO, Display, Social, Email… Usage Engagement: Awareness Bounce, Page Views, Visits, Frequency Content Engagement: Engagement Newsletters, Blogs, Videos, Webcasts, product pages Conversion: Conversion Request a quote, contact, dealer locator, initiated lead, completed lead, registration, #800 SALE Measured in isolation -Channel to Lead : CPL -Silo Engagement: Avg page views
  • 82. What should look like danClosed loop measurement Awareness: PPC , SEO, Display, Social, Email… Awareness Usage Engagement: Bounce, Page Views, Visits, Frequency Content Engagement: Newsletters, Engagement Blogs, Videos, Webcasts, product pages Conversion: Conversion Request a quote, contact, dealer locator, initiated lead, completed lead, registration, #800 SALE Complete Measurement: +Cost per Sale +Marketing ROI +Program ROI
  • 83. What should look likeClosed loop measurement +Re-apply knowledge Awareness + Re-inform success to re-invest in programs that generate increased sales Engagement Conversion SALE
  • 84. Collect & Connect Technically- How to close the Loop? dan//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Marketing Programs Use closed loop insights to optimize Analytics Tools Business Tools Web CRM Search Data Mktg Automation Social Warehouse Call Center Email etc. Multi-Source Analysis Tool(s) http://www.businessol.com/blog_posts/close-loop-part-1/
  • 85. What should look likeClosed loop measurement +Re-apply knowledge Awareness + Re-inform success to re-invest in programs that generate increased sales Engagement Conversion SALE
  • 86. 30,000 Data Progression dan ////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////Close theLoop Close the Loop Customer JourneyAttributeSuccess Attribute Validated ScoreDriveBusiness Personalize Effective & Efficient Sales team
  • 87. What & whyAttribution//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// D F G 1. Track- Customer level- holistic funnel measurement 2 5 2. Explore- What channels, content and campaigns III delivered success 3. All the way to Sale 4. = Program ROI SALE Dan
  • 88. Score,Then personalize//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Then personalize + Right content, right person, right role, right time…need explan Dan around this on Score : 289 Score : 296 SALE Score : 312 Campaign Score Personalize Apply Online
  • 89. Go from unknown toKnown////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////+ In the B2B sales cycle, many visitors from a prospective company interact with your digital presence+ Only a small percentage of these visitors will become known (fill out a form, call you etc) and get into your CRM+ Turn unknown visitors into known visitors- act on this
  • 90. First - Turn individual unknown visitor into aKnown visitor//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 1st Visit to site 2st Visit to site 3st Visit to site Score 67 Score 40 Score 23 Cookie ID 12345 Cookie ID 12345 Cookie ID 12345 James Smith Anonymous score based on behavioral data such as : Known user score based on prior history, new behavior , plus - Pageviews profile data: - Search terms - Time on site - Pageviews - Referring keyword - Search terms - Campaign Type - Segment - Recency - Title - Frequency - Persona Determine where contact is in the sales cycle All anonymous browsing data is mapped back to the contact level
  • 91. Then, turn individual unknowns intoCompany Known visitors//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Use email domain, and form field with a company specification or – for most of them – their company can be determined based on their IP address. + Analyzing the behavior of the group and correlating it to success (the company buying your product) will give you the picture you need to understand which marketing is working and which is not.
  • 92. Collect allCompany activities dan//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Lookup based on: Lookup based on IP +IP +Referring domain +Inferred company +e-mail 7 visitors vs. 173 visitors=+17200%
  • 93. SalesEffectiveness//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Increase efficiency + Give sales more information to close more business in less time + Predictive modeling + Sales alerts
  • 94. What is predictive modeling?A methodology for knowing a company or individuals…… 1 level of interest in what products, services likelihood to purchase, whenthey will purchase, and how 2 much they will purchase relative to past purchase history 3 profile… who your visitors, customer and prospects are. (geography, company size of biz, vertical, industry, annual sales, etc.)
  • 95. How do we use the model?When purchase intent, product interest, and who visitors (companies) are is known we can:1 Do better targeted marketing: Personalization, trigger-based marketing, generate leads and telemarketing lists (relevant “product” messages)2 Alert sales, partners, resellers with leads and opportunities (shorten sales cycle, and close more business) Measure marketing effectiveness:3 ONE benchmark metric to evaluate channels, campaigns content, tools, features, innovations, etc.
  • 96. Why Score? Web Analytics Interactive Analytics Purchase Intent Reviewable Data Actionable Data ScoreAnalysis Aggregated data Contact and Heat maps company-level data + Backward looking Real-time behavior Area and segment Segmented based on of interest Scores sales need (Ratings based on 60 predefined topicsOutput Content optimization Predictive – of interest) Historical trends personalization, Overall traffic next touch patterns and flow Multichannel coordination Triggered alerts based on changes in behavior
  • 97. Aggregated Customer ProfileHistoric Profile Propensity models Cisco lifetime value Wallet share Sales history + Recent Behavior Engagement score Technology areas of interest Example John Smith, ABC Company Engagement score: 57 Interests: UC & Data Center Lifetime Value: Champion Propensity to Buy: High
  • 98. Create a tailored experiencePersonalize//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Serve the right experience to the right person at the right time, based on past success + Apply validated engagement scoring (A+B+1+2+V+X) + Use engagement scoring to personalize online experience SALEGeneral experience Personal experience Convert Increase sales
  • 99. Fourth - lastEfficient & effective sales//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Help Sales become more efficient & effective + Once you’ve delivered a more: + Relevant experience, + With more relevant content + Leveraging the most effective channels + FOR CUSOMERS… Efficient & Effective + You deliver more qualified leads, + and closing business just became easier SALES + Yes I said it. + In addition to more qualified leads, give the sales team more assets: + SF Alerts: alert the sales team when high activity should trigger physical outreach, just at the right time, when the customer wants to hear from sales (when does that happen?!) + Predict Future Sales: + OUCOME: close more business in less time
  • 100. 30,000Data Progression//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Close the Loop More Effective Customer Sales Journey Close the Loop Drive Business Attribute Success Attribute Personalize Validated Score
  • 101. 30,000Data Progression//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Close the Loop More Effective Customer Sales Journey Close the Loop Drive Business Attribute Success Attribute Personalize Validated Score
  • 102. Score firstThen Personalize//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Insight into success & sales, improve business outcomes 1. Validated engagement scoring: + Reverse engineer success 2. Personalization & Segmentation: + Role based segmenting: HR, CFO, CIO Score + Vertical based messaging- Company IP +OUTCOME: right information at the right time to the right person = shorten sales cycle & improve conversion rates Personalize
  • 103. SegmentationBased on Role//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Validated Score + Demandbase (Company Vertical) + Test & Target (Personalization Engine) + Deliver personalized experience Past Success for CFO Deliver new experience for CFO’s demonstrating similar behaviors
  • 104. FinallyPersonalize the customer journey//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// “Amazon for B2B” Interest score Content +Someone in your Research<20 vertical whitepapers +Someone in your role Interest >20 Product +At this stage of Previews research Engaged 20-50 Webinars +Looking for to solve this problem Ready for purchase >54 Total cost of ownership +Has found this piece of calculators information valuable. Each group receives the optimal content based on known segmentation