How Big DataWill
Save Your Funnel
Jason Garoutte
CMO, @Mintigo
@jgaroutte
CONFIDENTIAL
The machines are coming.
Mintigo’s Great Marketers
Marketers Have Best Practices
CRM
Marketing Automation
Nurture tracks
Lead scoring
Content assets
55
4x4 scores
Mapped to ...
Segmentation Drives Success
http://blog.hubspot.com/blog/tabid/6307/bid/32848/Why-List-Segmentation-Matters-in-Email-Marke...
Buyer’s Journey
Segment 1
Segment 2
Segment 3
Segment 4
Segment ?
Your Prospect:
? ?
Geography
Behavior triggers
Content d...
- Write 3,125
pieces of
content
Can’t Automate Dialogue
d“Press 1 if you’re frustrated.”
A/B Testing Has Limitations
Segment
Message A
Message B
Asking Has Limitations
Case study from Marketing Sherpa: http://www.marketingsherpa.com/article/case-study/5-steps29#
• Ma...
Tracking Has Limitations
If machines can win on Jeopardy…
Machines Can Find the Way
webinar
Content marketers
CTR
+157%
Profs & higher edu
Directors & VPs
+170%
-35%
Hubspot users
...
And Machines Deliver Results
Before After Lift
Open 15% 20% +33%
Open-to-click 11% 18% +64%
Total click 1.65% 3.60% +118%
Big Interest in Big Data
Cloud Computing
Big Data
• Websites
• LinkedIn
• Facebook
• Blogs
• Tumblr
A Ton of New Data
• Twitter
• News articles
• Press releases
• Job board...
See Interest and Influence
http://www.smrfoundation.org/2010/05/18/mapping-connections-among-twitter-users-who-tweet-crm-s...
Data is Amazingly Accessible
https://www.facebook.com/about/graphsearch
Playing with Facebook
Playing with Facebook
Playing with Facebook
Playing with Facebook
Selling with Facebook
Selling with Facebook
Even Your Profile Tells a Story
• Smiling people 3.8x more likely to respond to cold email
• People who give LinkedIn reco...
Machines Connect the Dots
Business Model Org chart
SpendingTechnologies
Social Profiles
Machines Learn by Example
Your Examples Data Collection Big Data Analytics
Humans Wouldn’t See This
CONFIDENTIAL
Dinosaur Data is Extinct
• Industry ?
• Revenue ?
• Titles ?
SIC codes established
in 1937
Finding a Hidden Segment
Salesforce
Users
Advanced digital marketers
• Content marketing
• Social links
• JQUERY in websit...
Marketing Can Be Random
Machines find the shortcuts.
…When You Plan Campaigns
Don’t waste an email
inviting execs to
webinars
Webinar Registration
3.8%
1.5%
0.7%
Manager
Direc...
…When You Segment Lists
CTR from 2% to 8%
Ideal
Prospects
80/20
sweet spot
Your
List
…When You Score Inbound
+20% leads
…When You Write Content
Machines find interests
Marketo
Eloqua
Spend on AdWords
Ω
Want the Mintigo eBook?
Jason@mintigo.com
@mintigo
Step by step guide to
finding your personas
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[Mintigo Webinar] How Big Data Will Save Your Funnel

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To watch the full webinar on demand, please visit:
http://www.mintigo.com/how-big-data-will-save-your-funnel/

Don’t dismiss it as hype — Big Data is here and it’s working. New tools are helping marketers search for prospects with just the right interests at just the right time. Marketers can learn about thousands of prospects in real-time, seeing who is likely to buy, and what campaign will best engage each prospect today.

We’ll look at real examples of B2B marketers who are doubling or tripling lead-flow by:

- developing optimal personas
- sending different offers to different titles
- matching prospects to the best content
- scoring leads for inside sales

Published in: Business, Technology
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  • The best practices are evolving, as people realize that automation is a waste if it automates the wrong decisions.
  • (pull best Mintigo customers from here: http://www.mintigo.com/customers/ )
  • The best practices are clear and we are all working to attain this. Just like Meagen has at Docusign. Doubled pipeline in 3 months.Tripled pipeline in 6 months.But in 2 yrs, this system will be obsolete. Why?
  • Marketing Sherpa also found that companies with segmented campaigns produced 50% more opens and 30% more clicks.And they reported that “4 out of 10 subscribers reported that they've marked emails as spam simply because they were irrelevant.”
  • A matrix of 2 dimensions is common: buyer’s journey and segment/track.That is really hard. Just to know who falls into what segment is hard: 52% of marketers say they have a great need to improve email database segmentation.Marketing Sherpa 2012 Email Marketing Benchmark ReportBY THE WAY---this is a lot harder for Inbound marketing!And here’s the worst part---this is just the beginning.Imagine all the ways you could segment prospects if your goal is to have a relevant conversation:GeographyIndustryTitleRole in decision processBuying stageExplicit preferencesBehavior triggersContent interests
  • Segment off of 5 attributes, each with 5 values…that’s 5 to the power of 5. 3,125 combinations.
  • When we use automation to script a conversation, we aren’t listening. We aren’t matching up a person to what they need next. We’re just sending our next message and hoping.You can’t set up a dialog with IF-THEN rules.It’s choosing ignorance in the name of scale. Ignorance may be bliss, but when it comes to prospects, ignorance is also the cause of your 0.7% response rate.Image from http://test.hollebone.ca/marketo-advanced-lead-nurturing-with-traffic-cop-and-programs/
  • It looks a lot like I-V-R systems in customer service—not exactly a model of success.
  •  In March, the managing editor of MarketingProfs published anarticle entitled “Why Aren’t Most Marketers Running Tests? (It’s Not That Hard)”. According to eConsultancy’s2012 Email Marketing Industry Census, 66% of email marketers test subject lines regularly. 44% test the time & day that email is send. Marketing Sherpa ran a survey finding 72% test email subject lines and 61% test message content. 50% test layout, images, and CTA. We are awash in analytics.
  • Indianapolis Symphony OrchestraMandated their list to re opt-in by identifying their interests. (examples) They told people, if you don’t pick an interest, you will be removed from the list. Bold, right?See their amazing results.Some questions, of course, are hard to ask. “Are you interested in increasing revenue?” “Are you the decision-maker?” “How much budget do you have?” “Have you spoken to any of our competitors?”The symphony got only 4% to respond, and that was with a threat. So there are definitely limits on what you can gain by asking.
  • Meagen realized that she neededsomething more. She needed to route each prospect into the track, and the stage, that will best engage.It required data she didn’t have before.It required predictions she didn’t have before.So, why did she make that change, and why are all of us going to follow her lead?
  •  In March, the managing editor of MarketingProfs published anarticle entitled “Why Aren’t Most Marketers Running Tests? (It’s Not That Hard)”. According to eConsultancy’s2012 Email Marketing Industry Census, 66% of email marketers test subject lines regularly. 44% test the time & day that email is send. Marketing Sherpa ran a survey finding 72% test email subject lines and 61% test message content. 50% test layout, images, and CTA. We are awash in analytics.
  • http://www-01.ibm.com/software/data/bigdata/
  • http://www.smrfoundation.org/2010/05/18/mapping-connections-among-twitter-users-who-tweet-crm-scrm-and-social-graph/
  • You can see the potential for a wild goose chase in social data.
  • Having lots of connections didn’t seem to matter
  • Social signals about Mintigo prospects@MarketingProfs@TechCrunch 43 2551809 TechCrunch 157.7@WSJ 40 2411662 Wall Street Journal 149.0@hootsuite 32 4155370 HootSuite 101.8@ConanOBrien 38 7525469 Conan O'Brien 98.3@forrester 15 171388 Forrester Research 95.5
  • It’s not that they’re smarter than us. But they can check all possibilities and never forget. Everytime you run a campaign, you’re generating lots of data from which a machine can learn.
  • I put this first just because it is low-hanging fruit, and I see many companies making the same mistake.
  • The #1 challenge for content marketers is “producing enough content”. 64% cite it.2013 B2B Content Marketing Benchmarks published by CMIContent asset got hundreds of tweetsStill today if you type MarketoEloqua into Google, we’re the #4 result.
  • If you’re interested in segmetnation and how data can help…. This new ebook. Write to me.Once I have your email address, do you suppose my company will put you in a drip track?Maybe…. We’ll just have to see what the machines say about you!If anyone wants to chat, I’ll be over here at the side of the room. Thanks for listening.
  • [Mintigo Webinar] How Big Data Will Save Your Funnel

    1. 1. How Big DataWill Save Your Funnel Jason Garoutte CMO, @Mintigo @jgaroutte
    2. 2. CONFIDENTIAL The machines are coming.
    3. 3. Mintigo’s Great Marketers
    4. 4. Marketers Have Best Practices CRM Marketing Automation Nurture tracks Lead scoring Content assets 55 4x4 scores Mapped to track & stage
    5. 5. Segmentation Drives Success http://blog.hubspot.com/blog/tabid/6307/bid/32848/Why-List-Segmentation-Matters-in-Email-Marketing.aspx 3% CTR 8% CTR General email sends Targeted and segmented nurture
    6. 6. Buyer’s Journey Segment 1 Segment 2 Segment 3 Segment 4 Segment ? Your Prospect: ? ? Geography Behavior triggers Content downloads Decision role Content interest But Segmentation is Complex
    7. 7. - Write 3,125 pieces of content
    8. 8. Can’t Automate Dialogue
    9. 9. d“Press 1 if you’re frustrated.”
    10. 10. A/B Testing Has Limitations Segment Message A Message B
    11. 11. Asking Has Limitations Case study from Marketing Sherpa: http://www.marketingsherpa.com/article/case-study/5-steps29# • Mandatory opt-in tracks • 40% of subscribers purchased • But only 4% opt-in
    12. 12. Tracking Has Limitations
    13. 13. If machines can win on Jeopardy…
    14. 14. Machines Can Find the Way webinar Content marketers CTR +157% Profs & higher edu Directors & VPs +170% -35% Hubspot users -30%
    15. 15. And Machines Deliver Results Before After Lift Open 15% 20% +33% Open-to-click 11% 18% +64% Total click 1.65% 3.60% +118%
    16. 16. Big Interest in Big Data Cloud Computing Big Data
    17. 17. • Websites • LinkedIn • Facebook • Blogs • Tumblr A Ton of New Data • Twitter • News articles • Press releases • Job boards • Databases 2.5 quintillion bytes per day 90% created in last 2 years - IBM
    18. 18. See Interest and Influence http://www.smrfoundation.org/2010/05/18/mapping-connections-among-twitter-users-who-tweet-crm-scrm-and-social-graph/
    19. 19. Data is Amazingly Accessible https://www.facebook.com/about/graphsearch
    20. 20. Playing with Facebook
    21. 21. Playing with Facebook
    22. 22. Playing with Facebook
    23. 23. Playing with Facebook
    24. 24. Selling with Facebook
    25. 25. Selling with Facebook
    26. 26. Even Your Profile Tells a Story • Smiling people 3.8x more likely to respond to cold email • People who give LinkedIn recommendations 4.2x more likely to respond
    27. 27. Machines Connect the Dots Business Model Org chart SpendingTechnologies Social Profiles
    28. 28. Machines Learn by Example Your Examples Data Collection Big Data Analytics
    29. 29. Humans Wouldn’t See This CONFIDENTIAL
    30. 30. Dinosaur Data is Extinct • Industry ? • Revenue ? • Titles ? SIC codes established in 1937
    31. 31. Finding a Hidden Segment Salesforce Users Advanced digital marketers • Content marketing • Social links • JQUERY in website 15X more likely
    32. 32. Marketing Can Be Random
    33. 33. Machines find the shortcuts.
    34. 34. …When You Plan Campaigns Don’t waste an email inviting execs to webinars Webinar Registration 3.8% 1.5% 0.7% Manager Director Vice President
    35. 35. …When You Segment Lists CTR from 2% to 8% Ideal Prospects 80/20 sweet spot Your List
    36. 36. …When You Score Inbound +20% leads
    37. 37. …When You Write Content Machines find interests Marketo Eloqua Spend on AdWords
    38. 38. Ω
    39. 39. Want the Mintigo eBook? Jason@mintigo.com @mintigo Step by step guide to finding your personas

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