CeBIT Australia 2010
Data-Driven Marketing
Using Digital Behavioural Data
Introductions
1.) Name1.) Name
2.) Job Title
3.) Company Name
4.) What do you want to get out of today?
Our Story
500+
Rated #1 globally
100Dec 08
150Apr 09
50July 08
200Jul 09
500+Apr 10
Today’s Agenda
Content
� Marketing & Sales Divide
� The Role of Today’s Marketer
� Lead Generation
� Lead Nurturing
� Email Marketing � Email Marketing
� Website Tracking
� Lead Scoring
� Landing Page Optimisation
� Progressive Profiling
� Customer Contact Preferences
� Content Mapping / Buyer Personas
� CRM Integration
� Conclusion
Marketing & Sales Divide
90% of Leads Are Thrown Away!
Within 24 months leads buy from target company or competitor
Source: Sirius Decisions
Pain: The Leaky Funnel
The Problem for Data Marketers
Disparate Databases
Disparate Technology Vendors
The Role of Today’s Marketer
The Solution?
Centralise the data
How?
+
Marketing Data Sales Data
Marketing Automation Database
Marketing Automation Database
+
CRM Database
How does it work?
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1 line of code
How does it work?
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<script>mktoMunchkin("714-CFZ-249");</script> "
type="text/javascript"></script>
Website & Landing Page
How does it work?
Browser Cookies
Dig
ita
l
Be
ha
vio
ur
Captures & CollectsD
igit
al
Be
ha
vio
ur
Positively or Negatively
Scores Behaviour
Email & SMS Triggers
Automate
Email & SMS Triggers
Subject Lines, Copy, Creative, Call to Actions
Test
Campaign Results
Optimise
Multi-Channel
360 View Dashboard
What do Marketers use it for?
1.) Lead Generation
Objective:
� Make sales happy with more qualified leads
How:How:
� Convert website traffic into leads
� Automate lead development
� Identify when prospects are ‘sales ready’
� Automate sales tasks and track follow up
How to get started?
2.) Lead Nurturing
Objective:
� Drive revenue by nurturing inquiries into ‘sales ready’ leads
How:How:
� Nurture relationships with qualified prospects
� Educate leads before passing them to sales
� Trigger relevant responses to prospect behaviours and
automate repetitive marketing tasks
How to get started?
3.) Email Marketing
Objective:
� Don’t just email prospects, engage them in a dialogue
How:How:
� Deepen relationships with triggered, multi-step
campaigns
� Get to the inbox using the latest deliverability
technology
� Raise open and click rates by targeting segments
� Track and score who opens and clicks on each email
4.) Website Tracking
Objective:
� Know exactly who is visiting your website and where
they go
How:
� Track all prospect interactions online
� Identify which companies are visiting your website
� Monitor known and anonymous visitors and
automatically alert sales reps of new prospect activity on
the website
5.) Lead Scoring
Objective:
� Improve sales effectiveness by passing only qualified
leads to sales
How:
� Automate lead qualification processes
� Measure prospect interest and engagement
� Score leads using demographic data and behavioral data
and focus sales resources on the best opportunities
6.) Landing Page Optimisation
Objective:
� Create, publish and test targeted landing pages
How:How:
� Launch new landing pages in minutes
� Use your own branding and subdomain
� Maximise conversion rates through A/B testing
� Capture leads with smart forms that recognise known
customers and prospects
7.) Progressive Profiling
� Progressive profiling allows you to ask new questions
each time a lead fills out a form
� When you use progressive profiling, a lead may fill out a
form like this on the left:
� Then in a follow up campaign, they are presented with a
slightly different form on the right:
8.) Customer Contact Preferences
� Let prospects customise nurturing communications
� Frequency (weekly, monthly, quarterly)
� Format (HTML, Text)
� Interests (Offers, Research, Best Practice)� Interests (Offers, Research, Best Practice)
� Map content to buying stage
� Awareness
� Consideration
� Research
� Purchase
• Thought leadership and best practice with blogs, social media
• Thought leadership and best practice with blogs, social media
Loosening the status quo
• Selling to their pain points through Webinars, Whitepapers etc
• Selling to their pain points through Webinars, Whitepapers etc
Committing to change
1.
2.
3.
9.) Map Content to Buying Stage
• Research Papers, Analyst reports, PR• Research Papers, Analyst reports, PRExploring possible
solutions
• Awards, Case Studies, Implementation Guides, Events
• Awards, Case Studies, Implementation Guides, Events
Committing to a solution
• Business Case, ROI Model• Business Case, ROI ModelJustifying the
decision
3.
4.
5.
10.) CRM Database Integration
Objective:
� Extend your CRM database to meet the specific needs of the
marketing department
How:How:
� Automate and measure sophisticated marketing programs
� Automate sales tasks and track follow up
� Provide sales with detailed information about prospects interests
and activities
� Measure campaign effectiveness from leads to opportunities to
revenue
Conclusion
Customer Acquisition + Retention
Convert site traffic into sales-ready leads
Lead/Customer Nurturing
Nurture leads into customers through drip marketing
Email Marketing
Deepen relationships with multi-step segmented campaigns
Web Analytics (Individual)
Know exactly who is visiting your site + trigger comms
Lead/Customer Scoring
Automate qualification with demographic + behavioural data
Landing Pages
Maximise conversion rates with pre-population + A/B testing
Progressive Web Form Profiling
Dynamically serve new form fields on each visitor session
Customer Controlled Comms
Frequency + Format + Interests
Results
Questions?
Will Scully-Power
Managing DirectorManaging Director
Michael Loop
Marketing Automation & CRM Director
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