Data-Driven Marketing in a Social World!‘How to use DATA to    drive REVENUE’                   … billions of dollars of it!
It’s All About the Data!http://www.youtube.com/watch?v=t_Ryd9d30Ws
Today1. Brief history – computing cycles2. Social Revolution3. Data Divide4. Buyers Journey5. Content Marketing6. How to S...
10 Year Computing CycleSource: Salesforce.com
Social Users Surpass Email UsersSource: Salesforce.com
Facebook Driving EngagementSource: Salesforce.com
Facebook Consuming UsersSource: Salesforce.com
Mobile Apps Over BrowsersSource: Salesforce.com
Next Generation DevicesSource: Salesforce.com
Employees Forcing ChangeSource: Salesforce.com
The Data DivideSource: Salesforce.com
How to Access Social Data?Source: Salesforce.com
Capture Data & Trigger CommsSource: Marketo
Where is the buyer in their lifecycle?                                                              MQL        AWARENESS  ...
Target them with Direct Communications                                                                  MQL        AWARENE...
Engage them with Relevancy                                                                MQL        AWARENESS            ...
Define Clear Process with Sales                                                                   MQL        AWARENESS    ...
Automation + Manual = Success                                                                   MQL        AWARENESS      ...
Prove ROI Effectiveness & Revenue                                                               MQL        AWARENESS      ...
How? Content Marketing
Results of Educating Your BuyersSource: Marketo
Testing Content is Critical!Source: Salesforce.com
Give Them Ability to Share
A Framework for ScoringSource: Marketo
Scoring ExamplesSource: Marketo
Marketing’s Handoff to SalesSource: Marketo
Actionable Insights for SalesSource: Marketo
Measure Social Media InfluenceSource: Marketo
Campaign Influence & Attribution          First-touch allocation, multi-touch         allocation, investment, volume, etc....
Campaign Data Mining                                      Key topic areas:                                      • Balance ...
Marketing Predicting Revenue!                Marginal Conversion                                   Cumulative Conversion  ...
Summary1. Educate yourself – Congratulations!2. Have a plan to engage socially with customers3. Embrace ALL the social cha...
Good Luck!
Questions?
Contact     Will Scully-Power    Managing Director          Datarati will.sp@datarati.com.au           +61 400 828 866    ...
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Marketing Automation in a Social World!

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How to use DATA to drive REVENUE!

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Marketing Automation in a Social World!

  1. 1. Data-Driven Marketing in a Social World!‘How to use DATA to drive REVENUE’ … billions of dollars of it!
  2. 2. It’s All About the Data!http://www.youtube.com/watch?v=t_Ryd9d30Ws
  3. 3. Today1. Brief history – computing cycles2. Social Revolution3. Data Divide4. Buyers Journey5. Content Marketing6. How to Score Customer Behaviour7. How to Generate Actionable Insights8. How to Measure Influence & Attribution9. How to Predict Revenue10. Questions
  4. 4. 10 Year Computing CycleSource: Salesforce.com
  5. 5. Social Users Surpass Email UsersSource: Salesforce.com
  6. 6. Facebook Driving EngagementSource: Salesforce.com
  7. 7. Facebook Consuming UsersSource: Salesforce.com
  8. 8. Mobile Apps Over BrowsersSource: Salesforce.com
  9. 9. Next Generation DevicesSource: Salesforce.com
  10. 10. Employees Forcing ChangeSource: Salesforce.com
  11. 11. The Data DivideSource: Salesforce.com
  12. 12. How to Access Social Data?Source: Salesforce.com
  13. 13. Capture Data & Trigger CommsSource: Marketo
  14. 14. Where is the buyer in their lifecycle? MQL AWARENESS SAL Prospect & All Names Recycled Engaged SQL Sales Lead Lead Opportunity Customer Nurturing Database Names are just names. Marketing SDR SalesSource: Marketo
  15. 15. Target them with Direct Communications MQL AWARENESS SAL Prospect & All Names Recycled Engaged SQL Sales Lead Lead Opportunity Customer Nurturing Database Meaningful interaction with you. Marketing SDR SalesSource: Marketo
  16. 16. Engage them with Relevancy MQL AWARENESS SAL Prospect & All Names Recycled Engaged SQL Sales Lead Lead Opportunity Customer Nurturing Database Qualified, engaged potential buyers. Marketing SDR SalesSource: Marketo
  17. 17. Define Clear Process with Sales MQL AWARENESS SAL Prospect & All Names Recycled Engaged SQL Sales Lead Lead Opportunity Customer Nurturing Showing buying signs or significant Database engagement. Marketing SDR SalesSource: Marketo
  18. 18. Automation + Manual = Success MQL AWARENESS SAL Prospect & All Names Recycled Engaged SQL Sales Lead Lead Opportunity Customer Nurturing Database Qualified as sales-ready by a human. Marketing SDR SalesSource: Marketo
  19. 19. Prove ROI Effectiveness & Revenue MQL AWARENESS SAL Prospect & All Names Recycled Engaged SQL Sales Lead Lead Opportunity Customer Nurturing Database Accepted and actively worked by sales. Marketing SDR SalesSource: Marketo
  20. 20. How? Content Marketing
  21. 21. Results of Educating Your BuyersSource: Marketo
  22. 22. Testing Content is Critical!Source: Salesforce.com
  23. 23. Give Them Ability to Share
  24. 24. A Framework for ScoringSource: Marketo
  25. 25. Scoring ExamplesSource: Marketo
  26. 26. Marketing’s Handoff to SalesSource: Marketo
  27. 27. Actionable Insights for SalesSource: Marketo
  28. 28. Measure Social Media InfluenceSource: Marketo
  29. 29. Campaign Influence & Attribution First-touch allocation, multi-touch allocation, investment, volume, etc.Source: Marketo
  30. 30. Campaign Data Mining Key topic areas: • Balance • Flow • Conversion • Velocity Trends over time Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc. SLA violationsSource: Marketo
  31. 31. Marketing Predicting Revenue! Marginal Conversion Cumulative Conversion 70 2,000 1,800 60 1,600 y = 50.749x-0.571 50 1,400 R² = 0.4301 y = 994.2x0.1352 40 1,200 R² = 0.9551 1,000 30 800 20 600 400 10 200 0 - 3 13 23 33 43 53 63 73 3 13 23 33 43 53 63 73Source: Marketo
  32. 32. Summary1. Educate yourself – Congratulations!2. Have a plan to engage socially with customers3. Embrace ALL the social channels4. Capture your social media data5. Use your social data to drive targeted comms6. Invest in content marketing7. Score Your Customers Behaviours (On/Offline)8. Produce Actionable Insights to make decisions9. Measure Campaign Influence & Attribution10.Learn how to Predict Revenue Generation
  33. 33. Good Luck!
  34. 34. Questions?
  35. 35. Contact Will Scully-Power Managing Director Datarati will.sp@datarati.com.au +61 400 828 866 Twitter: @willscullypowerBlog: willscullypower.wordpress.com

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