programmatic marketing in action 2015
TRANSCRIPT
Programmatic
Marketing
in action@lyndonwong
Programmatic 2015
San Francisco
What is
programmatic
marketing?
Two
Defining
Trends
Consumers prefer digital
communications and media
>> generates data stream
Producers aim to provide
more value for less>> via software acting on data
Envision
Your
B2B SaaS
startup
Sales-served purchase
Self-served purchase
Discover Renew & Refer
Customer Journey
to your startup
Visit
Website
Attend
event Request
DemoEvaluate
Negotiate
purchase
Sales-served purchase
Self-served purchase
Discover Renew & Refer
Visit App
Store
Visit
Website
Review
Content
Signup for
free account
Confirm
value
Upgrade /
subscribe
Attend
event Request
DemoEvaluate
Negotiate
purchase
Sales-served purchase
Self-served purchase
Discover Renew & Refer
How to assist
these journeys?
Sales-served purchase
Self-served purchase
Discover Renew & Refer
How to assist
these journeys?
Sales-served purchase
Self-served purchase
Ad
Tech
Mar
Tech
high volume
B2C methods
high service
B2B methods
Discover Renew & Refer
Your Funnel Goals
Visit Website
1M
5% Signup
50K
25% Use
12.5K
25%
Pay
3.1K
50% paid clicks
@ $4 CPC
($2M)
TAC
$2.5M revenue
$0.5M income
$100 monthly subscription
x 8 month avg tenure
$800 avg LTV per subscr
x 3.1K paid upgrades
Discover Renew & Refer
Your Stack
lookalike
Socedo
get clicks
via twitter
Wordpress
present content
accept requests
signup users
Segment
collect
user data
Mixpanel
recognize
patterns
Intercom
engage
users
Salesforce
track rep activity
Sales-served purchase
Self-served purchase
lookalike
Socedo
get clicks
via twitter
Wordpress
present content
accept requests
signup users
Segment
collect
user data
Mixpanel
recognize
patterns
Intercom
engage
users
Salesforce
track rep activity
Stack Traits
Amazon Redshift >> Big Data analysis
Native Ads
Programmatic
Advertising
Export segmented user data
● Closed loop to optimize across customer lifecycle
● Quickly deployed at low cost (total < $1K /month)
● Completely self-service for agile iteration
Stack Merits
Consumers
served by
Producers who
are continuously
Relevant.
Efficient.
Personal.
Responsive.
Programmatic
Promise
@lyndonwong
Thoughts?