For more information about the marcus evans marketing summit series: marketingseries@marcusevanscy.com
Scott Combes, ANZ Commercial Marketing Director at Dell Australia discussing Time to Diversify: Reinventing Common Marketing Channels to Stay Relevant and Produce Positive Change at the CMO ANZ Summit 2015.
Why Digital Marketing Important for our Business.pdf
Time to Diversify: Reinventing Common Marketing Channels to Stay Relevant and Produce Positive Change
1. Next Generation Marketing
Going digital to deliver ground breaking results
Scott Combes
CommercialMarketing Director
DELL Australia and New Zealand
CMO Summit 2015. RACV Royal Pines Resort, Gold Coast. 17-19 August
2015
2. Technology trends are forcing changes
15,000 leads
basedon modelling
customerprofiles
andpropensity
modelling
@decline
with traditional vehicles
such
asemail losing
effectiveness
Competitive
landscape with new
and nimble
competitors and
pricingpressures
ROI
puttingincreasing
pressureon marketing
performance
2
30%of all
pipeline
camefrom these
leads
90%follow up
every lead,every quarter.
3. We are at the intersection of Traditional & New Marketing
6. Early to mid funnel consideration driven by Digital Content
Amplification
Early Stage Mid Stage Late Stage
Consideration
Conversion
SEM&Social Media
(Infographics)
3rd Partywebinars
ContentSynd:Whitepapers,
Analyst reports,Trendreports
Eloqua Nurture&
Lead Concierge
70%
Organic
Search
Webinars
Justkeeping
up to date
Have early indications
of a need and
searching fora solution
Interested in
a solution, researching
vendors
Evaluating solutions
Product
eDMs
Seekingproof points
Webinars
Negotiation and
purchase
Sales
Engagement
Awareness
2013 2015
12. 55% of all digital
leads have
converted into
pipeline
13. NextGen Marketing
Achieving marketing objectives
and strategies (in this new
environment) will require
a much more granular
analysis of customers
and prospects
than ever
before”
-A Marketers Guide to Analytics
14. Data:
Single Customer Universe
Decisions:
Delivering Insight
Execution:
Real-Time
• Consolidated Universe
• Synthesized Identities
• Mapped Marketing Activity
• Agile Learning (CJDM visualization)
• Determines Next Best (Scoring)
• Provide Data to Execute (Masterfile)
• Customer Journey (CRM & Digital)
• Marketing Qualification (Lead
Process)
• Sales Funnel Efficiency (SFDC)
Tablea
u
CJDM
Interfac
e
Lattic
e
Masco
t Eloqu
a
Sale
s
Edg
e
Digital
(Medi
a
math)
MDF
D3
3rd
Part
y
Capti
x ??
CMAP