(Marketo Marketing Nation Summit, 2014) How to use marketing automation to collect and utilize custom, critical data for your business to multiply engagement levels, conversion rates and ROI with database segmentation and dynamic content, through outbound email, lead nurturing and scoring.
Key Takeaways include:
A) Intelligent database segmentation and targeting with custom fields and custom scoring
B) Utilizing demographic and behavioral data to dictate marketing initiatives and dynamic content, and ensure that every lead you generate will receive the right content, at the right time, throughout every stage of the buyer's journey
C) Building a lead nurturing machine (and "ecosystem") that will work for you to identify and capitalize on key characteristics and behaviors, and move leads down the funnel accordingly, in an automated fashion
D)Concrete action items for Marketo users and marketing leaders on how you can implement all of the above to optimize your funnel, achieve greater results with a lesser investment, and quantify its impact on the bottom line
Maximizing the ROI of Every Lead: Advanced Lead Nurturing, Segmentation, and Dynamic Targeting
1. Maximizing the ROI of Every Lead:
Advanced Lead Nurturing, Database Segmentation and
Dynamic Targeting
Gary DeAsi
-Senior Marketing Manager, Marketing Operations Lead 2012-2014, SmartBear
Software
-Marketo Champion
-2013 Revvie Award Winner for Most Dramatic Business Impact
-2014 Revvie Award Winner for Most Creative Integrated Marketing Campaign
@smartbear @gdaz
“The best statistical graphic ever drawn“, is how statistician Edward Tufte described this chart in his authoritative work ‘The Visual Display of Quantitative Information’.
Six Different Sets of Data:• Geography• The army’s course• The number of soldiers • Temperature• Time
“The best statistical graphic ever drawn“, is how statistician Edward Tufte described this chart in his authoritative work ‘The Visual Display of Quantitative Information’.
Six Different Sets of Data:• Geography• The army’s course• The number of soldiers • Temperature• Time
Unsubscribed
Invalid Data
Incomplete Data
Lead Disposition
Lead Source
Lead Age
Inactivity (Web, forms, email)
Public Domain Email
Out of Territory
Black listed
Ask your Customers (It takes one to know one)
Surveys: NPS, market/product research, TOFU/demand gen
Interviews
Events
Ask Sales/Product/Support
Surveys
Interviews
Encourage internal sharing and content contribution
Ad hoc conversations
Study
Keep your ears and eyes glued to “the interwebs”
Demographic and Behavioral Analyses
Binge read/watch case studies, existing content
No Fit, No Interest
Emails Delivered: 80,000
Average CTR: 0.5%
Responses: 400
Fit OR Interest
Emails Delivered: 16,000
Average CTR: 2.0%
Responses: 320
Fit AND Interest
Emails Delivered: 4,000
Average CTR: 6.0%
Responses: 240
Total
Emails Delivered: 100,000
Average CTR: 0.9%
Responses: 960