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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How does it work?

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Website & Landing Page

How does it work?

Browser Cookies

Dig

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Be

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vio

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Captures & CollectsD

igit

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Be

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vio

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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

will.sp@datarati.com.au

Michael Loop

Marketing Automation & CRM Director

michael.loop@datarati.com.au