automate your marketing and increase roi-final

2014 Creative ForumChange the Conversation

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Automate Your Marketing and Increase ROI

Tom Pytel and John Reints

What is Digital Marketing?

The Digital Marketing Tree

Do you have a Digital Strategy?

Always start with analytics.

The Digital Marketing Tree

Defining the Analytics

• Website Data• All Web based entities• Landing Pages• New vs. Returning Visits• Market Cycle

• This is the When• Email Data

• Open Rates• What content is being viewed• Click through rates

• A/B test results• Subject Lines • Call to Actions

What Analytics are we talking about?

Where are your potential customers located?

PROVE IT. The C-suite demands it.

Understanding the Analytics

The DATA Matters

• Helps show market penetration• Shows EFFECTIVENESS of your

campaigns.• Addresses Segmentation • Shows where you can improve

reach or brand awareness. • Establishes new targeted

marketing opportunities

Your job is to interpret data and fill in the gaps!

The DATA MattersNew vs. Returning Visits

Connect Marketing Touch-Points

Lead GenerationHow big is your net?

Know where your prospects are!

Track Digital Behavior

How many times did your prospect…Visit your website in the last 60 days? What content were they looking at?

Did they download a white paper? Did they submit a form?

Are you tracking this data?

Is this behavior related to a current marketing campaign?

Differentiating Prospects

Lead Scoring

10 150 60

CRM Systems Fill your pipeline with qualified opportunities

CAMICO – 2013 Pipeline: $13,674,000

CRM Systems How Good is Your Data?

If your data isn’t good then you are wasting your time.

Collecting Lead Data

Is this good enough?

Data Points Matter• 38 Data Points Collected

• This is not industry standard• Only do this if your “carrot” is

strong enough• Would having a complete lead

profile help your sales team better qualify a prospect?

• Would you be able to segment your leads into smaller buckets based on the data you collect?

• This creates highly targeted campaigns.

Would you be able to create automated emails programs that deliver personalized content based on the answers provided to your prospect?

Core Objectives

Marketing Automation Statistics

The Ultimate Goal

Takeaways and Questions

• Do your research• Build a short and long term digital strategy• Develop base line metrics – For analytical data comparison – For calculating ROI

• Continue to analyze the DATA– For digital trends and anomalies

• Use everything you’ve learned to Automate your marketing and increase your ROI