data driven marketing - egos & eyeballs dont pay the bills

egos & eyeballsDON’T PAY THE BILLS

ANASTASIA VALENTINECMO, VERSATURE

DATA-DRIVEN MARKETING:

I’d treat you like a queen and never 404 you.

If I were a landing page, I’d only want to convert you.

MARKETING

WE WISHED ACTUALLY WORKED

pickup lines

Why don’t you opt-in so we can make beautiful business together?

You should have dinner with me. My ROI is through the roof!

MARKETING & NOWthen

SO MANY CHANNELS, SO LITTLE TIME

SOURCE: DIGITAL MARKETING TRENDS FOR 2017 - SMART INSIGHTS DIGITAL MARKETING ADVICE

SO YOU THINK YOU’RE A ROCK STAR MARKETER?

My budget is bigger than your budget!

My blog post got 100 million views!

Our latest digital campaign got 10 billion clicks!

My social share had 32 kajillion impressions!

YOU PROBABLY THINK THIS METRIC IS ABOUT

YOU!

Vanity metrics are anything that doesn’t directly contribute to generating revenue for the company.

Are vanity metrics even valuable?

As a marketer, what do they tell you?

you're so vain,

HOW DO I KNOW WHAT'S WORKING?

WE SHOULD BE USING THE SAME LENS TO VIEW METRICS

SALES QUALIFIED LEAD(REVENUE-BASED QUALIFICATION)

MARKETING QUALIFIED LEAD(SOFT & EASY QUALIFICATION)

FACT: THERE SHOULDN’T BE A DIFFERENCE.BUSINESS QUALIFIED LEAD = CUSTOMER FIT + REVENUE

WHO ARE THE REAL MARKETING ROCKSTARS?

Data-DrivenRevenue-FocusedPartner with Sales (SERIOUSLY!)Focused on Customer Success

DASHBOARDS: KEEPING MARKETERS HONESTSample: Marketing Campaign Overview

Report generated by

Sample: Individual Campaign Performance

Report generated by

CALCULATING ROISIMPLE CALCULATION COMPLEX CALCULATION

OVERALL MARKETING ROI (ALL CAMPAIGNS)

=REVENUE (ACV, TCV, CLV)

-MARKETING SPEND

=+/- $$$

OVERALL MARKETING ROI (ALL CAMPAIGNS)

=REVENUE (ACV, TCV, CLV)

-MARKETING INVESTMENT

-OVERHEAD (8-10%)

-COST (COST OF GOODS)

=+/- $$$

WHAT ABOUT THE ?DON'T THEY HAVE VALUE?

warm & fuzzies

RelationshipsPRPartnershipsNew Connections

CHECK OUT OUR STACK!

PROSPECT MANAGEMENT

LEAD NURTURING, SCORING,

AUTOMATION, EMAIL MARKETING

CUSTOMER RELATIONSHIP MANAGEMENT

(CRM)

WEB MONITORING CAMPAIGN PHONE METRICS

PROJECT MANAGEMENT

COLLABORATION (SDRs, SALES, MARKETING)

DASHBOARDS, METRICS

MANAGEMENT

BILLING

MARKETING FLOW & MEASUREMENT

IS LIKE A MARKETER WITHOUT ANALYTICS:

LOST, VISION-LESS, AND CONFUSED.

me without you

VISIT VERSATURE AT BOOTH 419 FOR EXPERT CHATS ON:

• CALL ANALYTICS MASHUPS WITH GA, SALESFORCE, AND MORE• CAMPAIGN OPTIMIZATION• MARKETING STRATEGIES & OUR STACK• 5-MINUTE MARKETING TUNE-UPS• JENGA STRATEGIES GET YOUR LINK TO OUR

"ELEVATING YOUR BRAND WITH UNIFIED COMMUNICATIONS"

WHITEPAPER!

ENTER TO WIN A VERSATURE BUSINESS SOS PACK!