[Mintigo Webinar] How Big Data Will Save Your Funnel
Transcript of [Mintigo Webinar] How Big Data Will Save Your Funnel
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How Big Data Will Save Your Funnel
Jason GaroutteCMO, @Mintigo@jgaroutte
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CONFIDENTIAL
The machines are coming.
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Mintigo’s Great Marketers
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Marketers Have Best Practices
CRM
Marketing Automation
Nurture tracks
Lead scoring
Content assets
55
4x4 scores
Mapped to track & stage
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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
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Buyer’s Journey
Segment 1
Segment 2
Segment 3
Segment 4
Segment ?Your Prospect:
? ?
GeographyBehavior triggersContent downloadsDecision roleContent interest
But Segmentation is Complex
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- Write 3,125
pieces of
content
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Can’t Automate Dialogue
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d“Press 1 if you’re frustrated.”
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A/B Testing Has Limitations
SegmentMessage A
Message B
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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
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Tracking Has Limitations
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If machines can win on Jeopardy…
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Machines Can Find the Way
webinar
Content marketers
CTR
+157%
Profs & higher edu
Directors & VPs
+170%
-35%
Hubspot users
-30%
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And Machines Deliver Results
Before After Lift
Open 15% 20% +33%
Open-to-click 11% 18% +64%
Total click 1.65% 3.60% +118%
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Big Interest in Big Data
Cloud Computing
Big Data
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• 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
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See Interest and Influence
http://www.smrfoundation.org/2010/05/18/mapping-connections-among-twitter-users-who-tweet-crm-scrm-and-social-graph/
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Data is Amazingly Accessible
https://www.facebook.com/about/graphsearch
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Playing with Facebook
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Playing with Facebook
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Playing with Facebook
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Playing with Facebook
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Selling with Facebook
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Selling with Facebook
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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
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Machines Connect the Dots
Business Model Org chart
SpendingTechnologies
Social Profiles
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Machines Learn by Example
Your Examples Data Collection Big Data Analytics
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Humans Wouldn’t See This
CONFIDENTIAL
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Dinosaur Data is Extinct
• Industry ?
• Revenue ?
• Titles ?
SIC codes establishedin 1937
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Finding a Hidden Segment
Salesforce Users
Advanced digital marketers• Content marketing• Social links• JQUERY in website
15X more likely
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Marketing Can Be Random
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Machines find the shortcuts.
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…When You Plan Campaigns
Don’t waste an email inviting execs to
webinars
Webinar Registration
3.8%
1.5%0.7%
ManagerDirector
Vice President
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…When You Segment Lists
CTR from 2% to 8%
Ideal
Prospects
80/20sweet spot
Your
List
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…When You Score Inbound
+20% leads
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…When You Write Content
Machines find interests
Marketo
Eloqua
Spend on AdWords
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Ω
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