the art and science of revenue-centric marketing in a digital world
Post on 13-Apr-2017
714 Views
Preview:
TRANSCRIPT
Month Day, Year
Gary DeAsi Senior Manager, Corporate & Digital MarketingSmartBear Software@gdaz
Two-time Marketo Champion2013 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
Page 2
7M+downloads
2M+users
25K+organizations
90countries
12+products
Team
3 5
Page 4
artsomething 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
Page 5
scienceknowledge about or study of the natural world based on facts learned through experiments and observation> scientific methodprinciples 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
Page 6
“rational”(cognitive)
“emotional” (affective)
Page 7
2009“From Head to Heart, Paper to Monitor: Rational & Emotional Advertising Content in Digital Media”
2015
Page 9
The Golden Circle
What?(Products/Services)
How?(Value Prop)
Why?(The Cause)
Page 10
Page 11
“I have a dream”NOT
“I have a plan”
Page 12
The Golden Funnel
What?Products/Services
How?Value Prop
How?
What?
Why?Marketing
Marketing Automation
Marketo
Page 13
Early Stage
Page 14
Middle Stage
Page 15
Late Stage
Page 16
EngagingDigital Content
the art and science of…
UsefulEasy
Relevant
Social
Mobile
Consumable
Quality
Anatomy of Engaging Digital Content
User Experience
Interesting
Page 19
Digital Content TransformationPDFs Digital, Interactive
Page 20
Digital Content TransformationEmail Landing Page Social
Page 21
Website
Social
BlogEmail
Advertising
PPC
PR Events
Automated Nurture
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%
• Email Engagement • Click-through rate• Program successes• Social Engagement• Inbound search traffic• Conversions (#/%)• Net new leads• Opportunities (#, $)• % Conv/Opp
Metrics
Content MetricsVariables
• Funnel stage/stream• Timing• Age of content• Length of sales cycle• Opportunity stage• Spend• Impressions• Attempts/Casts• Gate or no gate?
Page 24
events
Page 25
“Thanks for stopping by the booth!”
Event Follow Up
Event Metrics
• # leads captured• Cost/Lead• % attendees captured• % leads with notes• % leads with grades• Follow-up conversions• Opportunities Influenced
Page 29
Getting Creative with Data and Marketo Objects!
Page 30
Smart Campaigns
ListsForms Fields Segmentations
Landing Pages
Programs
Page 31
Lead Score
+20
“Content Counter Fields”Problem: Scaling nurturing/scoring, efficiency, content reporting.
Content Count
2+
Page 32
Dynamic Lead Scoring
20 0 100 0
Highest Market Score:
API
Page 33
Tossing the balls together
Page 35
The Challenge
Previous Record Q2 Q4
5 weeks to launch…
+25%
Page 36
Back to the drawing board…
Page 37
Step 1: Ladies and Gentleman, our Sales Engineers!
Step 2: Sales Reps “Leak” Internal Marketing Email Prior to Promo Launch
FW: 2X
Page 40
Q2 Promo Conversions Q4 Promo Conversions
Page 41
Website
Social
Blog
PPC
Paid
Step 3: Widen the Funnel
Page 42
Most Content Downloads in Quarter
Impact of Scoring on Conversion
Revenue: 207% of Goal
Q4 2012 Sales Promo Q2 2013 Sales Promo Q4 2013 Sales Promo
$
December 31
Page 46
Takeaways
Thank You!
top related