This document discusses how to use big data and close the loop on customer relationships to improve marketing performance. It emphasizes using multiple data sources and analytics tools to track customers throughout their entire journey and attribute success to specific programs and channels. This allows marketers to identify the most effective programs that generate high-quality leads and sales. It also discusses using a validated engagement scoring system to measure individual and company engagement over time in order to personalize experiences and more effectively target prospects.
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The document discusses how Workday, a leading HR and financial software company, improved their digital marketing performance through closing the loop on data and attribution modeling.
Workday faced challenges with their complex B2B sales cycle that involved multiple decision makers over long periods of time. They sought to improve lead generation, close more business faster, and measure ROI.
The strategy started with closing the data loop to attribute the success of different marketing programs from awareness to engagement to conversion and sales. Analytics tools were connected to business tools like CRM to analyze multi-source data and gain insights to optimize performance.
Attribution modeling helped understand what was happening with the customer journey, why, and what actions to take as a
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GS Retail uses smarter analytics to gain insights into customer preferences and behaviors. This allows them to personalize promotions and optimize inventory. Intersport also uses analytics to future-proof their business and gain a competitive advantage through deeper customer understanding. Migros similarly uses analytics to deepen their insights and better respond to customers, achieving business success. Smarter analytics provides retailers with performance and organizational benefits by improving decision making and enabling more targeted strategies.
Confessions of a Marketing Automation Usergetinfo12345
Marketing automation is a great software tool. To make it shine for everyone, you need to build on solid marketing practices, align with people/groups and employ strong demand generation processes.
A strong web presence creates a strong lead generation tool for your business. Your potential customers are looking online for solutions to business problems. You want to connect with them and grow your business. This guide will help map the tactics and tools you require to build an online strategy for your business that helps you attract new customers and nurture existing relationships.
John Kottcamp is the Chief Marketing Strategist at Ascentium, a digital marketing agency. He has over 20 years of experience in strategic marketing and has held executive roles at several large companies. Ascentium has over 600 employees, $80 million in annual revenue, and is focused on strategy, research, experience design, and measurement for its clients. Successful CMOs need to be strategic thinkers who are customer-oriented, results-focused, and able to create and manage change. However, CMOs face challenges like short job tenure and a lack of respect from other C-level executives. To be successful, CMOs must adopt a data-driven, customer-focused approach and ensure marketing efforts are measurable and aligned with
This document discusses using a cloud-based CRM (customer relationship management) system from Salesforce.com to manage sales, marketing, customer service, and reporting. It covers generating and qualifying leads, planning marketing campaigns, tracking opportunities and the sales pipeline, managing accounts and customers, and collaborating across departments. The CRM system provides tools to capture leads from various sources, route them to sales reps, automate follow-up processes, and analyze results to improve performance over time.
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Big Data That Drives Marketing ROI Across All Channels & Campaigns-A Case Stu...Vivastream
The document discusses how Workday, a leading HR and financial software company, improved their digital marketing performance through closing the loop on data and attribution modeling.
Workday faced challenges with their complex B2B sales cycle that involved multiple decision makers over long periods of time. They sought to improve lead generation, close more business faster, and measure ROI.
The strategy started with closing the data loop to attribute the success of different marketing programs from awareness to engagement to conversion and sales. Analytics tools were connected to business tools like CRM to analyze multi-source data and gain insights to optimize performance.
Attribution modeling helped understand what was happening with the customer journey, why, and what actions to take as a
Smarter analytics for retailers Delivering insight to enable business successKun Le
GS Retail uses smarter analytics to gain insights into customer preferences and behaviors. This allows them to personalize promotions and optimize inventory. Intersport also uses analytics to future-proof their business and gain a competitive advantage through deeper customer understanding. Migros similarly uses analytics to deepen their insights and better respond to customers, achieving business success. Smarter analytics provides retailers with performance and organizational benefits by improving decision making and enabling more targeted strategies.
Confessions of a Marketing Automation Usergetinfo12345
Marketing automation is a great software tool. To make it shine for everyone, you need to build on solid marketing practices, align with people/groups and employ strong demand generation processes.
A strong web presence creates a strong lead generation tool for your business. Your potential customers are looking online for solutions to business problems. You want to connect with them and grow your business. This guide will help map the tactics and tools you require to build an online strategy for your business that helps you attract new customers and nurture existing relationships.
John Kottcamp is the Chief Marketing Strategist at Ascentium, a digital marketing agency. He has over 20 years of experience in strategic marketing and has held executive roles at several large companies. Ascentium has over 600 employees, $80 million in annual revenue, and is focused on strategy, research, experience design, and measurement for its clients. Successful CMOs need to be strategic thinkers who are customer-oriented, results-focused, and able to create and manage change. However, CMOs face challenges like short job tenure and a lack of respect from other C-level executives. To be successful, CMOs must adopt a data-driven, customer-focused approach and ensure marketing efforts are measurable and aligned with
This document discusses using a cloud-based CRM (customer relationship management) system from Salesforce.com to manage sales, marketing, customer service, and reporting. It covers generating and qualifying leads, planning marketing campaigns, tracking opportunities and the sales pipeline, managing accounts and customers, and collaborating across departments. The CRM system provides tools to capture leads from various sources, route them to sales reps, automate follow-up processes, and analyze results to improve performance over time.
Presentation Best Practices To Drive Effective Business Process Change In T...TriSynergyConsultingLLC
This document discusses best practices for measuring voice of the customer feedback in contact centers. It addresses key questions like who to measure, what to measure, where to measure, and how to measure. It also discusses how to design and implement a customer feedback solution, and how to manage and communicate results. The goal is to understand customer satisfaction, identify areas for improvement, and drive better business process change.
This document provides an overview of competitive advantage in software-as-a-service (SaaS) models. It discusses two main sources of competitive advantage for SaaS businesses: 1) achieving low costs through internet-enabled economies of scale by aggregating customers onto a single infrastructure, and 2) differentiation through internet-enabled processes like automating support and enabling network effects. It also covers topics like alignment of business models with technology and customer needs, and examines how data can both lower adoption costs and raise switching costs over time through application discovery. The document aims to help SaaS entrepreneurs understand the economic fundamentals needed to create successful long-term SaaS businesses.
Digital analyst with over 10 years of experience in web and user behavior analytics. Specializes in defining key performance indicators and metrics to continuously improve websites and measure success. Provides data-driven recommendations by analyzing user flows, goals, and interactions to increase sales, customer satisfaction, and reduce costs.
A comprehensive overview of B2B lead gen using social media. Covers: skills needed, traditional marketing role, landing pages/homepages, tips and tricks, getting started, the buyers' journey,trends, strategies, lead generation, lead nurturing, content, content marketing
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E-commerce for the Imaging Supplies Industry: Part 2 of 3dconstan
As the business
environment becomes more and more complex and our industry continues to rapidly evolve, it is becoming more important than ever that as a business
owner you don’t ignore the obvious opportunities
that e-commerce has to offer.
Christi Samuelian, Webmaster/Internet Marketing at Windsor Communities, presents a real case study on Windor's online marketing and operations efforts.
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How B2B Technology Companies Effectively Syndicate White Papers for Lead Gene...MarCom Ink
Compel technology buyers to contact your software, hardware, or IT services company by using these strategies, tips, and resources for syndicating white papers
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The document discusses various tactics for B2B lead generation, including maintaining relationships through a CRM database, direct marketing campaigns like email and direct mail, online marketing through websites and search engine optimization, telemarketing, attending industry events, and educational seminars. The overall message is that using a variety of lead generation tactics provides a stable flow of qualified leads.
Big Data That Drives Marketing ROI Across All Channels & Campaigns-A Case Stu...Vivastream
Workday is a leading HR and financial software company that faces challenges in its complex and long B2B sales cycles. To improve its digital marketing performance and close more business faster, Workday started measuring marketing programs holistically by closing the loop between channels, content, and sales. This allowed the company to attribute success more accurately and focus efforts on the most effective programs. Workday implemented a validated engagement scoring system to quantify individual and company engagement throughout the customer journey. This personalized outreach and helped optimize campaigns, leading to improved marketing ROI and increased sales.
BusinessOnline on Big Data at SES Chicago 2013BusinessOnline
Big Data Uncovered: How to Gather, Analyze, and React to New Customer Behavior
You may not know it yet, but your greatest asset is not your product; it's your customer relationships. Your data is what offers insight in the minds of your customers. As a marketer, you need to foster lasting connections with consumers and truly quantify the ROI of your initiatives.
To use big data effectively, you must combine the science of data analysis with the art of relationships. This session will help you get started and show you which approach is right for your company. It will examine:
THE SCIENCE
How to use big data to close the loop and track awareness, engagement, and conversion all the way through to sale. The top three marketing attribution models and how to identify the best one for you. How to unite many interactions and data systems to uncover real value.
THE ART
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Getting to company-level attribution by identifying unknown visitors and creating opportunities and success metrics based on companies, not individuals.
THE DATA
-When to use your own data versus when to use third-party data for customer segmentation, personalized messaging, and media targeting.
Kondiment How To Measure Online SuccesOnlyWords.ro
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www.innovationfundxpo.com
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Introduction to curve interactive i pad versiongrahamrstevens
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Øg konverteringen gennem personalisering og dialog påtværs af kanaler, Christ...FDIH
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This document provides an overview of competitive advantage in software-as-a-service (SaaS) models. It discusses two main sources of competitive advantage for SaaS businesses: 1) achieving low costs through internet-enabled economies of scale by aggregating customers onto a single infrastructure, and 2) differentiation through internet-enabled processes like automating support and enabling network effects. It also covers topics like alignment of business models with technology and customer needs, and examines how data can both lower adoption costs and raise switching costs over time through application discovery. The document aims to help SaaS entrepreneurs understand the economic fundamentals needed to create successful long-term SaaS businesses.
Digital analyst with over 10 years of experience in web and user behavior analytics. Specializes in defining key performance indicators and metrics to continuously improve websites and measure success. Provides data-driven recommendations by analyzing user flows, goals, and interactions to increase sales, customer satisfaction, and reduce costs.
A comprehensive overview of B2B lead gen using social media. Covers: skills needed, traditional marketing role, landing pages/homepages, tips and tricks, getting started, the buyers' journey,trends, strategies, lead generation, lead nurturing, content, content marketing
This document discusses features of a cloud-based customer relationship management (CRM) system for managing customer service and knowledge. It describes how the CRM allows customers to log cases, view case status, search knowledge bases for solutions, and view reports and dashboards. It also discusses how the system streamlines the case resolution process, provides a customer portal for self-service support, and enables reports and dashboards.
B2B marketing is dead. Long live marketingSteve Kemish
Presentation from TFM&A London in Feb 2013 - looking at why traditional b2b marketing is dead. Goodbye single-channel blast and hope, hello to multi-channel marketing, for ever!
E-commerce for the Imaging Supplies Industry: Part 2 of 3dconstan
As the business
environment becomes more and more complex and our industry continues to rapidly evolve, it is becoming more important than ever that as a business
owner you don’t ignore the obvious opportunities
that e-commerce has to offer.
Christi Samuelian, Webmaster/Internet Marketing at Windsor Communities, presents a real case study on Windor's online marketing and operations efforts.
“Am I falling behind?” These peer case studies will highlight the marketing efforts made by different-sized companies with differing resources and profiles. Presenters will share the story of how they got where they are, what they do, and where they hope to take their efforts to attract and transact with renters online.
How B2B Technology Companies Effectively Syndicate White Papers for Lead Gene...MarCom Ink
Compel technology buyers to contact your software, hardware, or IT services company by using these strategies, tips, and resources for syndicating white papers
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The document discusses various tactics for B2B lead generation, including maintaining relationships through a CRM database, direct marketing campaigns like email and direct mail, online marketing through websites and search engine optimization, telemarketing, attending industry events, and educational seminars. The overall message is that using a variety of lead generation tactics provides a stable flow of qualified leads.
Big Data That Drives Marketing ROI Across All Channels & Campaigns-A Case Stu...Vivastream
Workday is a leading HR and financial software company that faces challenges in its complex and long B2B sales cycles. To improve its digital marketing performance and close more business faster, Workday started measuring marketing programs holistically by closing the loop between channels, content, and sales. This allowed the company to attribute success more accurately and focus efforts on the most effective programs. Workday implemented a validated engagement scoring system to quantify individual and company engagement throughout the customer journey. This personalized outreach and helped optimize campaigns, leading to improved marketing ROI and increased sales.
BusinessOnline on Big Data at SES Chicago 2013BusinessOnline
Big Data Uncovered: How to Gather, Analyze, and React to New Customer Behavior
You may not know it yet, but your greatest asset is not your product; it's your customer relationships. Your data is what offers insight in the minds of your customers. As a marketer, you need to foster lasting connections with consumers and truly quantify the ROI of your initiatives.
To use big data effectively, you must combine the science of data analysis with the art of relationships. This session will help you get started and show you which approach is right for your company. It will examine:
THE SCIENCE
How to use big data to close the loop and track awareness, engagement, and conversion all the way through to sale. The top three marketing attribution models and how to identify the best one for you. How to unite many interactions and data systems to uncover real value.
THE ART
Deep-channel optimization.
Getting to company-level attribution by identifying unknown visitors and creating opportunities and success metrics based on companies, not individuals.
THE DATA
-When to use your own data versus when to use third-party data for customer segmentation, personalized messaging, and media targeting.
Kondiment How To Measure Online SuccesOnlyWords.ro
This document discusses how to measure and optimize online success through data-driven methods. It recommends defining quantifiable success metrics, testing different content variations, and focusing on outcomes rather than clicks. It also suggests creating visibility for data insights with executives, empowering analysts, and integrating analytics across customer touchpoints. The goal is to make decisions based on contextualized behavioral data and insights. The document is presented by Kondiment Group GmbH, a digital marketing agency with offices in Europe.
Product Management by Numbers: Using Metrics To Optimize Your Product by Dan ...Dan Olsen
Best practices in using metrics to optimize your web product. I gave this webinar on Dec 17, 2008, as part of FeaturePlan's series "The Product Management View".
Startup camp chalmers innovation 19 september 2014sahlinas
This document discusses business models and customer development for startups versus established companies. It begins by defining companies as organizations that sell products or services for profit, organized around business models. Startups are defined as temporary organizations designed to search for a repeatable and scalable business model. The document then discusses how companies execute business plans while startups search for their business model through customer development. It advocates that startups focus on searching for the right business model rather than executing a predetermined plan.
The document discusses setting up an e-commerce website, including determining business needs, researching competition, developing a business plan, choosing a domain name and web hosting, designing static and dynamic website pages, integrating the website with operational databases, and registering the website with search engines to improve search engine optimization.
InnovationFundXpo is the world's 1st all-in-1 entrepreneur expo marketplace with built-in marketing automation, and online training.
www.innovationfundxpo.com
Cloudforce Essentials 2012 - Salesforce on Salesforce - Optimising Your Sales...Salesforce_APAC
The document discusses optimizing a high performance sales team using Salesforce tools and programs. It describes how Salesforce accelerates productivity and revenues by improving sales metrics like productivity, win rates, and new hire ramp time. Sales managers are empowered with tools in the Salesforce platform to monitor team performance, review deals, and prepare for customer meetings. Salesforce also drives certification programs to train reps on latest techniques and transform selling approaches using their own social collaboration technology.
Introduction to curve interactive i pad versiongrahamrstevens
This document provides an overview of the services offered by Curve Integrated marketing including: creative media services such as video, graphic design, and branding; digital marketing services such as websites, social media, search engine optimization, and email marketing; offline marketing services such as direct mail and press advertising; and campaign management services such as concept development, landing pages, and analytics. It also includes testimonials from satisfied clients and examples of projects completed for companies like 3M, RAC, BSkyB, and PruProtect.
Øg konverteringen gennem personalisering og dialog påtværs af kanaler, Christ...FDIH
This document discusses how most e-commerce sites are unable to have relevant dialogs with visitors in real-time or fully leverage technology to increase conversions. It notes that marketing channels are often siloed and there is a tidal wave of unused customer data. The Sitecore Customer Engagement Platform allows tracking customers across channels to understand behavior and deliver personalized experiences aimed at increasing engagement and conversions.
AutoSuccess addresses the specific, researched needs of new car and light truck dealerships by providing entrepreneurial, cutting-edge, solution-based editorials to increase dealership profits and reduce expenses
AutoSuccess, magazine, sales, new, used, selling, salespeople, vehicle, dealer, dealership, leadership, marketing
For Similar content visit http://www.autosuccesssocial.com/
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The document discusses building customer advocacy by transforming customers into advocates through innovative customer experiences. It outlines that most companies fall short in customer experience by having transactional, fragmented experiences. It then provides a 10 step blueprint for customer advocacy, focusing on gaining a complete view of customer data, excelling at interactions, and providing connected personalized journeys. Examples are given of companies innovating in customer experience. The document promotes Oracle's customer experience software and services.
The Advocacy BluePrint: Building Innovative Experiences That Transform Custom...Bill Hobbib
The document discusses building customer advocacy by transforming customers into advocates through innovative customer experiences. It outlines that most companies still have broken, transactional, and fragmented customer experiences. It then provides a 10 step blueprint for customer advocacy, focusing on gaining a complete view of customer data, excelling at interactions, providing connected personalized journeys, and instituting cultural change around customer obsession. Finally, it discusses Oracle's customer experience solutions and platforms that can help implement this advocacy approach.
AutoSuccess addresses the specific, researched needs of new car and light truck dealerships by providing entrepreneurial, cutting-edge, solution-based editorials to increase dealership profits and reduce expenses
AutoSuccess, magazine, sales, new, used, selling, salespeople, vehicle, dealer, dealership, leadership, marketing
For similar content visit http://www.autosuccesssocial.com/
Speed to Advocacy: The New Measure of Customer Experience ExcellenceBill Hobbib
This document discusses building customer advocacy by connecting customer interactions across channels and departments. It provides examples of companies engaging customers through social media, interactive gaming, and proactive customer service. The document advocates gaining a complete view of customer data, delivering personalized journeys, and instituting a culture of customer obsession. It also discusses technology considerations like connecting marketing, sales, service and more through standardized APIs and a universal customer master.
This document discusses building customer advocacy by connecting customer interactions across channels and departments. It provides examples of companies engaging customers through social media, interactive gaming, and proactive customer service. The document advocates gaining a complete view of customer data, delivering personalized journeys, and instituting a culture of customer obsession. It also discusses technology considerations like connecting marketing, sales, service and more through standardized APIs and a universal customer master.
Customer Acquisition & Monetization - Keys to your Business ModelDavid Skok
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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 becomes
Introduction, 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…
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+ GM, +100 years
+ 1999 largest market cap US > $50B & stock @$100
+ < 10 years… bankruptcy
6. In the same
Breadth…
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+ < 7 YEARS
+ MARKET CAP > $80B
+ 2x+ Market cap of GM in less ONE decade…
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.
12. Because… 2. Barriers to entry are minimal,
competition can enter and win quickly…
1. Customers have control &
fundamentals have changed…
4. Data becomes
the “introduction,
enabler & insight”
into those 3. Customer Relationships
relationships become your largest asset
13. “Companies that leverage data
to have one-to-one conversations
with 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 primary
Challenge
Programs that Majority of
efficiently and marketers do not
effectively know which
generate leads yet programs
that turn into produce the
sales… leads that turn
into sales.
17. Strategy starts w/ Data
Data Framework
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Close the Loop
More
Effective Customer
Sales Journey
Close the
Loop
Drive
Business
Outcomes
Attribute
Success
Attribute
Personalize
Validated Score
22. Collect & Connect
Technically- How to close the Loop?
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Marketing Programs
Analytics Tools Business Tools
Web CRM
Search, Social Data Mktg Automation
Email Warehouse Call Center
(ETL)
API or Direct Call> < API or Direct Call
Use closed loop insights to optimize
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?
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
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- Common
Approach 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
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
10% total
20% 30% score
source
40%
usage
content
connection
38. Sample report:
Cookie = 321548979797641313123154
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Score = Source + Usage + Content + Connections
145.6 = 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
Connection total 166 Content total 128
Reach total 188 Usage
10% total 110
30% 20%
Usage weight .40
Usage weight .10 Usage weight .20
40% Usage weight .30
Usage score 18.8 Usage score 66.4
Usage score 22 Usage score 38.4
42. Create a tailored experience
Personalize
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
+ 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)
SALE
General experience Personal experience Convert Increase sales
43. First - Turn individual unknown visitor into a
Known 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 to
Known 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
47. Finally
Personalize 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
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
59. Marketers
Solution
Create Marketers
programs that
efficiently and KNOW
effectively when
generate leads which programs
that turn into produce the
leads that turn
sales…
into sales.