The Art and Science of Revenue-Centric Marketing in a Digital World
With the digital age upon us, for marketers, the key to driving revenue is all about engaging customers by delivering exceptional omni-channel user experiences throughout the entire buyer's journey. The most effective approach is often one that harnesses the combined power of exercising both sides of the marketing brain'creative and analytical, chaos and order, art and science'to engage your customers on both rational and emotional levels. In this presentation from the 2015 Marketo Marketing Nation Summit in San Francisco, two-time Marketo Champion, Gary DeAsi, shares insights on how the SmartBear marketing team has adopted an 'art and science' digital approach to drive conversion and revenue at every stage of the funnel, including initiatives that earned SmartBear back-to-back Marketo Revvie Awards in 2013 & 2014 for Most Dramatic Business Impact and Most Creative Integrated Marketing Campaign. Topics include: 1. Digital content creation strategies optimized for engagement 2. Integrated multi-channel demand generation campaigns that resonate and move the needle 3. Getting creative with data! Custom, unorthodox applications of data & Marketo objects 4. Utilizing data to understand buyer personas, behaviors and dynamically dictate customer experiences
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The Art and Science of Revenue-Centric Marketing in a Digital World
- 1. Month Day, Year Gary DeAsi Senior Manager, Corporate & Digital Marketing SmartBear Software @gdaz Two-time Marketo Champion 2013 Revvie Award Winner - Most Dramatic Business Impact 2014 Revvie Award Winner - Most Creative Integrated Marketing Campaign The Art & Science of Revenue- Centric Marketing in a Digital World
- 3. Team 3 5
- 4. Page 4 art something that is created with imagination and skill and that is beautiful or that expresses important ideas or feelings skill acquired by experience, study, or observation <the art of making friends> the ability to use one's knowledge effectively and readily in execution or performance
- 5. Page 5 science knowledge about or study of the natural world based on facts learned through experiments and observation > scientific method principles and procedures for the systematic pursuit of knowledge involving the recognition and formulation of a problem, the collection of data through observation and experiment, and the formulation and testing of hypotheses
- 7. Page 7 2009 “From Head to Heart, Paper to Monitor: Rational & Emotional Advertising Content in Digital Media”
- 8. 2015
- 9. Page 9 The Golden Circle What? (Products/Services) How? (Value Prop) Why? (The Cause)
- 10. Page 10
- 11. Page 11 “I have a dream” NOT “I have a plan”
- 12. Page 12 The Golden Funnel What? Products/Services How? Value Prop How? What? Why? Marketing Marketing Automation Marketo
- 16. Page 16 Engaging Digital Content the art and science of…
- 17. Useful Easy Relevant Social Mobile Consumable Quality Anatomy of Engaging Digital Content User Experience Interesting
- 19. Page 19 Digital Content Transformation PDFs Digital, Interactive
- 20. Page 20 Digital Content Transformation Email Landing Page Social
- 22. Content Metrics: Channels/Sources Channel Lead/Opportunity Web/Organic 22.86% Blog 20.00% Paid Media 6.36% Nurture 5.26% Email 4.83% PPC 1.29%
- 23. • Email Engagement • Click-through rate • Program successes • Social Engagement • Inbound search traffic • Conversions (#/%) • Net new leads • Opportunities (#, $) • % Conv/Opp Metrics Content Metrics Variables • Funnel stage/stream • Timing • Age of content • Length of sales cycle • Opportunity stage • Spend • Impressions • Attempts/Casts • Gate or no gate?
- 24. Page 24 events
- 25. Page 25
- 27. “Thanks for stopping by the booth!” Event Follow Up
- 28. Event Metrics • # leads captured • Cost/Lead • % attendees captured • % leads with notes • % leads with grades • Follow-up conversions • Opportunities Influenced
- 29. Page 29 Getting Creative with Data and Marketo Objects!
- 30. Page 30 Smart Campaigns Lists Forms Fields Segmentations Landing Pages Programs
- 31. Page 31 Lead Score +20 “Content Counter Fields” Problem: Scaling nurturing/scoring, efficiency, content reporting. Content Count 2 +
- 32. Page 32 Dynamic Lead Scoring 20 0 100 0 Highest Market Score: API
- 33. Page 33 Tossing the balls together
- 35. Page 35 The Challenge Previous Record Q2 Q4 5 weeks to launch… +25%
- 36. Page 36 Back to the drawing board…
- 37. Page 37 Step 1: Ladies and Gentleman, our Sales Engineers!
- 39. Step 2: Sales Reps “Leak” Internal Marketing Email Prior to Promo Launch FW: 2X
- 40. Page 40 Q2 Promo Conversions Q4 Promo Conversions
- 41. Page 41 Website Social Blog Email PPC Paid Step 3: Widen the Funnel
- 42. Page 42 Most Content Downloads in Quarter
- 43. Impact of Scoring on Conversion
- 44. Revenue: 207% of Goal Q4 2012 Sales Promo Q2 2013 Sales Promo Q4 2013 Sales Promo $
- 45. December 31
- 47. Thank You!
Editor's Notes
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- We actually piloted our first product-specific lead scoring algorithms utilizing basic behavioral and demographic data that quarter to help with targeting and identifying our best bets to convert on the promo for both marketing and sales. The chart here gives an idea of some of the impact that this had – leads with both a positive behavioral and demographic score for this particular product converted on the promo 4200% higher than leads that had shown interest in the product in the past but hadn’t recently engaged. We also used the scoring to setup custom views and reports in SFDC for sales reps and managers to help them focus on their best bets, and setup custom “buying sign” alerts in marketo so they’d be notified when customer exhibit specific purchasing behaviors.