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Marketing in the Cloud
David Cancel
Visit us: www.performable.com Call us: 1-888-268-6035
“In God we trust; all others must bring data.”
- W. Edwards Deming
2
Visit us: www.performable.com Call us: 1-888-268-6035
The Big Problem
3
“The average conversion rate whether
you're selling elephants or iPods.”
2%
Avinash Kaushik - Analytics Evangelist, Google
Visit us: www.performable.com Call us: 1-888-268-6035
Shift from Outbound to Inbound
didn’t fix this problem
4
Visit us: www.performable.com Call us: 1-888-268-6035 5
Visit us: www.performable.com Call us: 1-888-268-6035 6
Visit us: www.performable.com Call us: 1-888-268-6035 7
Visit us: www.performable.com Call us: 1-888-268-6035 8
Next Shift in Marketing is Focused on
Fixing this Problem.
Visit us: www.performable.com Call us: 1-888-268-6035
The Next Paradigm Shift
9
1995 Today
Outbound
• “Visitors” not People
• Display & Search Advertising
• What’s a Conversion?
• Website
• Get more Pageviews
1st Generation
Visit us: www.performable.com Call us: 1-888-268-6035
The Next Paradigm Shift
9
1995 Today
Outbound
• “Visitors” not People
• Display & Search Advertising
• What’s a Conversion?
• Website
• Get more Pageviews
1st Generation
Inbound
• “Leads” not People
• Content Generation
• SEO Black Magic Hacks
• Convert via Brute Force
• Acquisition not Conversion
• Website + Social Media
• Get more Leads
2nd Generation
Visit us: www.performable.com Call us: 1-888-268-6035
The Next Paradigm Shift
9
1995 Today
Outbound
• “Visitors” not People
• Display & Search Advertising
• What’s a Conversion?
• Website
• Get more Pageviews
1st Generation
Inbound
• “Leads” not People
• Content Generation
• SEO Black Magic Hacks
• Convert via Brute Force
• Acquisition not Conversion
• Website + Social Media
• Get more Leads
2nd Generation
Lifecycle
• People & Customers
• The Message is the Product
• Service not Marketing
• Referrals not Affiliates
• Conversion not Acquisition
• Your Brand is Everywhere
• Get more Customers
3rd Generation
Visit us: www.performable.com Call us: 1-888-268-6035 10
Visit us: www.performable.com Call us: 1-888-268-6035 11
Passionate
Company
Visit us: www.performable.com Call us: 1-888-268-6035 12
Passionate
Customer
Visit us: www.performable.com Call us: 1-888-268-6035 13
Passionate
Service
Visit us: www.performable.com Call us: 1-888-268-6035 14
Visit us: www.performable.com Call us: 1-888-268-6035
Pillars of Lifecycle Marketing
15
Relevant
Marketing
Customer
Service
Customer
Analytics
Cloud Foundation
Visit us: www.performable.com Call us: 1-888-268-6035 16
Increasing
Fragmentation
Internal Customer
Database
Visit us: www.performable.com Call us: 1-888-268-6035 17
Internal Customer
Database
Visit us: www.performable.com Call us: 1-888-268-6035 18
Is your Web Analytics Lifecycle Ready?
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Visit us: www.performable.com Call us: 1-888-268-6035 21
Visit us: www.performable.com Call us: 1-888-268-6035 22
Visit us: www.performable.com Call us: 1-888-268-6035 23
Visit us: www.performable.com Call us: 1-888-268-6035 24
The Goal: Happy Customers
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www.performable.com
support@performable.com
Call us: +1 (888) 268-6035

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