Pardot UK Seminar: Jeremy Jones (6/23/2011)


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Pardot UK Seminar: Jeremy Jones (6/23/2011)

  1. 1. How DatanomicMakes MarketingAutomationWork<br />Jeremy JonesVP MarketingDatanomic Limited<br />June 2011<br />
  2. 2. Agenda<br />What is Marketing Automation?<br />About Datanomic<br />Datanomic Marketing<br />What Marketing Automation Offers Us<br />How Datanomic Exploits Automation<br />The Benefits We’ve Achieved<br />
  3. 3. What is Marketing Automation?<br />Technology that helps us work more efficiently and effectively<br />But:<br />Value comes not from point solutions but from an integrated technology approach<br />Aggregate and share accurate data<br />Configurability to your specific business objectives is essential<br />Planning is important - understand how workflow inputs and outputs will benefit your processes<br />
  4. 4. About Datanomic<br />
  5. 5. About Datanomic<br />Datanomic is a leading provider of Enterprise Data Management and Risk & Compliance Screening solutions that help clients:<br />Remain compliant with legislation<br />Save money<br />Streamline business processes<br />Reduce inefficiencies<br />Unlock ROI<br />Ensure their data is Fit for Purpose<br />
  6. 6. About Datanomic<br />What that really means:<br />B2B Software vendor<br />SME scale budgets – ROMI is key<br />High unit cost of sale<br />Potentially long sales cycles<br />2 lines of business, targeting:<br />Heads of Marketing, HR, Finance, Product/Category Management, Logistics, Compliance, AML<br />
  7. 7. Selected Clients<br />
  8. 8. Awards & Accolades<br />
  9. 9. Analyst Endorsements<br />“Visionaries”Quadrant<br />
  10. 10. DatanomicMarketing<br />
  11. 11. Marketing Challenges<br />Pressure to build significant pipeline<br />Small team – limited bandwidth<br />Small budget – in-house wherever necessary<br />High cost of primary lead generation<br />Small sales team – deep qualification of prospects is vital<br />
  12. 12. Integrated Campaign Deployment<br />TM<br />Web<br />PR<br />Emailers<br />Events<br />Google Adwords<br />Marketing Automation<br />Data Mining<br />CRM<br />Collateral<br />
  13. 13. Lead Nurturing Process<br />Campaign<br />Planning<br />Data Inputs<br />Lead Gen<br />Validation<br />Sales Pipeline<br />Qualification<br />QuickStats Workshop<br />Scoping Meeting<br />Webinars, SeminarsEvents, Telemarketing<br />Marketingmix combination<br />Partners, PardotOneSource, Events<br />Brief<br />Approval<br />Mix Assessment<br />Marketing Automation<br />
  14. 14. Manual‘CreepingCommitment’Campaign<br />PR<br />Download<br />Meeting<br />Pipeline<br />Webinar<br />Seminar<br />Trade Event<br />TM<br />Email<br />TM<br />TM<br />TM<br />
  15. 15. What MarketingAutomationOffers Us<br />
  16. 16. Learning from Retail<br />Distinguish browsers from buyers:<br /><ul><li>Allocate sliding-scale prospect scoring to each touchpoint and prioritise key interactions
  17. 17. Identify site visitors searching for specific key phrases within search engines or your site
  18. 18. Prioritise those also downloading collateral
  19. 19. Escalate registrations for events to shortcut the campaign cycle</li></li></ul><li>Learning from Retail<br /><ul><li>Identify larger potential deals
  20. 20. Dedicate greatest efforts to closing
  21. 21. We’re engaged in a sales process – predict and provoke
  22. 22. Keep new customers loyal for ongoing sales
  23. 23. Nurture browsers to retain front-of-mind awareness</li></li></ul><li>What Marketing Automation Offers Us<br />Automate manual, repetitive tasks<br /><ul><li>Automatically create CRM prospects and automatically assign owners
  24. 24. Create library of reusable email templates for tactical and drip e-shots
  25. 25. Central repository for all reports (Adwords, Webstats etc)</li></li></ul><li>What Marketing Automation Offers Us<br />Achieve greater insight per customer<br /><ul><li>Unified record for:</li></ul>Web activity – page views, downloads, searches<br />Telemarketing – call notes, follow-up emails<br />Event attendance – webinars, seminars, trade shows<br />Quotes/SoWs/RFPs<br />Reporting heirarchies<br />Opportunities/Pipeline<br />
  26. 26. What Marketing Automation Offers Us<br />Provide greater qualification detail to sales<br /><ul><li>Identify:</li></ul>Areas of interest - solutions/business issues<br />Level of knowledge – downloads, page views<br />Commitment to engage – completeness of identity details<br />Engagement history – previous opportunities<br />
  27. 27. What Marketing Automation Offers Us<br />Automatically progress suspects to prospects via lead nurturing<br />Sales Mtg<br />TM<br />Emails<br />
  28. 28. How Datanomic ExploitsAutomation<br />
  29. 29. Marketing Automation<br />Pardot offers Datanomic:<br /><ul><li>Bi-directional CRM Integration</li></li></ul><li>Pardot Integration<br />
  30. 30. Marketing Automation<br />Pardot offers Datanomic:<br /><ul><li>‘Anonymous’ browser tracking and conversion
  31. 31. Web form handling</li></li></ul><li>Pardot Prospect Records<br />
  32. 32. Marketing Automation<br />Pardot offers Datanomic:<br /><ul><li>Full, auditable email marketing</li></li></ul><li>Marketing Automation<br />
  33. 33. Marketing Automation<br />Pardot offers Datanomic:<br /><ul><li>Automatic escalation/trigger activities</li></li></ul><li>Marketing Automation<br />Pardot offers Datanomic:<br /><ul><li>Drip program management
  34. 34. Campaign support via automated email</li></li></ul><li>Manual‘CreepingCommitment’Campaign<br />PR<br />Download<br />Meeting<br />Pipeline<br />Webinar<br />Seminar<br />Trade Event<br />Email<br />TM<br />TM<br />TM<br />TM<br />
  35. 35. Auto‘CreepingCommitment’Campaign<br />PR<br />Download<br />Meeting<br />Pipeline<br />Webinar<br />Seminar<br />Trade Event<br />Email<br />TM<br />Email<br />Email<br />Email<br />
  36. 36. The Benefits We’ve Achieved<br />
  37. 37. Benefits to date<br />3-year unweighted pipeline increase of 375%<br />Better qualification of sales meetings – significant reduction in ‘dead’ meetings<br />Single View of Customer/Prospect (in conjunction with dn:Director’s data enhancement)<br />20% reduction in manual efforts in Marketing (~£10k/year)<br />Acquisition by Oracle<br />
  38. 38. Jeremy JonesVP Marketinge: jeremy.jones@datanomic.comt: +44 (0)1223 228418<br /><br />