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Better Marketers Ask Better
Questions
Dave Fryer, @davfry
Corporate Executive (CEB) Board Survey of CFOs.
8% of CFOs trust marketing to
spend effectively.
CONFIDENTIAL 3
State of the Future
Challenge #5: Decision Making
CONFIDENTIAL 4
Here’s your problem.
CONFIDENTIAL 5
What should I look at?
CONFIDENTIAL 6
FOUNDATIONAL
RETURN
INDICATOR
CONFIDENTIAL 7
F
I
R
VALU
E
COMPLEXITY
CONFIDENTIAL 8
R
I
F
VELOCITY
CONFIDENTIAL 9
What makes a good
question?
CONFIDENTIAL 10
Effective Questions (Metrics)
Ownership Clarity Action
“Chokable throat”
Why 5 times
Red or Green
CONFIDENTIAL 14
Start with a problem, not a
solution.
CONFIDENTIAL 15
Grab a napkin. Define the
problem.
CONFIDENTIAL 16
You can’t answer questions
that can’t be answered.
CONFIDENTIAL 17
Map it out.
CONFIDENTIAL 18
Domo case study
CONFIDENTIAL 19
Map it out.
MARKETING SALES FINANCE
CONFIDENTIAL 20
Put it all together
MARKETING SALES FINANCE
• Form fills
• Bounce rate
• Open rates
• Unsubscribes
• Clicks
• CPC
• Conversion rate
• Sales cycle
• Avg. deal size
• Dollars and cents
VELOCITY
CONFIDENTIAL 21
Now What?
• Focus on one idea
• Keep it simple
• Explore the things you know best
• Make an impact
Thank You

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Dave Fryer - Ask Your Customers Better Questions to Drive Business Success

Editor's Notes

  1. The Millennium Project 2015-16 State of the Future GLOBAL CHALLENGES 15      1. Sustainable Development and Climate Change 18      2. Water and Sanitation 28      3. Population and Resources 40      4. Democratization 52      5. Global Foresight and Decision Making 66      6. Global Convergence of ICT 78      7. Rich-Poor Gap 88      8. Health Issues 110      9. Education and Learning 132      10. Peace and Conflict 140      11. Status of Women 158      12. Transnational Organized Crime 174      13. Energy 184      14. Science and Technology 196      15. Global Ethics 206
  2. Foundational: Clicks Page Views Impressions Bounce Rate Leads Indicator: Form fills Stage progression Engagement Churn Return: Spend X and get Y
  3. Foundational: What’s your net promoter score? What’s your CSAT score? Indicator: Churn rate AR aging Return: How does customer experience spending effect churn rate? CSAT? Net Promoter score?
  4. Ownership
  5. Clarity Is there significant impact on the organization? Money or Mission?
  6. Action If red, then what?
  7. The problem is the what. The impact/benefit is the why.
  8. Talk about Domo on Linkedin Top 10. This was no mistake. It cost a lot of money to make this list. Not only in sponsored content and advertising, but also in time and energy that was required to produce content and share it out. There are a couple of different ways you can do this – 1 spend a whole lot of money, look at the crude metrics (clicks, impressions, form fills, web views) and hope that you get a return or you can do it the way we did it. We would not have made this list if we were not seeing return on our investment. Let me show you how we did it. There are 2 different ways you can go about this, spend a whole