Will Scully-Power: Managing Director, Datarati


Seeking Speakers/Panelists for Data-Driven Digital Marketing Webcast Series

Datarati is now seeking panelists for its upcoming monthly webcast series on ‘Data-Driven Digital Marketing’.

Each month we will be hosting a LIVE webcast with the industry’s leading senior marketing executives, sharing their experience, best practices and case studies.

If you’re interested in joining our webcast series as a panelist, please submit your details below and we’ll be in touch shortly with more details.

Don’t miss out on this opportunity to be showcased to your industry peers as a digital marketing thought leader!

Panel topics will include:

- Lead Generation
- Lead Nurturing
- Individual Website Behaviour
- Trigger-Based Email Marketing
- Web Forms
- Landing Page Optimisation
- A/B + Multivariate Testing
- Marketing Asset Management
- ROI/Measurement/Analytics

REGISTER NOW: www.marketingcloud.com.au



TOP 5 LESSONS LEARNT IN DATA @ AD:TECH 2010


Here are the top 5 lessons learnt in Data at Ad:Tech 2010:

1.) DATA CAPTURE: Have a strategy of what data you plan to collect and why? i.e. Explicit data e.g. demographic data, profile data etc as well as Implicit data e.g. behavioural data (what people click on, pages they view, content they interact with and/or download. How do you plan to use that data? When do you plan to use that data? In what channel will you take action on that data e.g. email, sms, direct mail, social media, telemarketing etc.

2.) CENTRALISE ALL DATA POINTS: Centralise all your digital data into a centralised marketing automation database. This includes, paid search data, paid display data, email marketing, landing pages, web analytics data and social media data. Digital marketers are tired of living in EXCEL HELL www.excelhell.com.au Client side marketers should NOT have to live with excel spreadsheets of basic digital metrics e.g. impressions, click thrus etc.

3.) STREAMLINE METRICS & MEASUREMENT: Educate yourself to understand the metrics you’re using and why you are using them? Do these metrics relate to bottom line business metrics such as closed sales, revenue etc. With the rapid innovation of technology in the digital space, digital marketers are finding it hard to keep up with the new metrics that are being created as these new sets of digital data have never existed before. Keep it simple. Do your impressions, click thrus, conversions etc add to the bottom line revenue of your organisation? Can you prove it? Can you prove which channel is most effective and why? And most importantly, what are the variables responsible for improved conversions and sales e.g. creative, publisher, time of day, offer, channel, etc.

4.) OPTIMISE ALL CAMPAIGNS: If you don’t test EVERY paid search campaign, paid display campaign, email marketing campaign or landing page, YOU SHOULD NOT BE IN DIGITAL MARKETING. There is no more excuses for blaming this on process, time, inefficiencies etc both internal on client side or on agency side. A/B & Multivariate testing takes minutes to set up and can have an enormous impact on the success or failure of your campaigns.

5.) AUTOMATE COMMUNICATIONS: If a prospect or customer indicates some type of behaviour, either explicitly e.g. they have told you they are interested in a product or service or implicitly e.g. they have behaved in a specific way to your campaign through searching a particular keyword, clicking on a particular link in an email, downloading a specific piece of content on your website etc you must automate a dynamic message back to that individual in real-time. Prospects and customers will no longer wait. They want instant gratification, with targeted, anticipated, relevant and personalised communications in an automated way through whichever channel they have requested to receive it in.

NEXT STEPS: Need help with any of the above – contact the Datarati to get started right away!

(02) 8003 7343

www.datarati.com.au



VIDEO: Datarati at Ad:Tech Day 1

Watch VIDEO NOW!: http://cli.gs/eER5zT



Visit Datarati at Ad:Tech this week!

Come down and visit us at Ad:Tech this week!

Booth #15 – Tuesday & Wednesday, March 16-17  (8:30am – 5:30pm)

We will be demoing ‘Marketo’, the world’s fastest growing marketing automation database solution which is now used by 400+ digital marketers for trigger based acquisition and retention campaigns.

You will learn how to use digital behavioural data (email data + web data) along with your customer data to micro-target your prospects and customers!

I will also be speaking on ‘The First Steps with Data’ – Where are you now and where can you go next? Details Here: http://www.ad-tech.com/sydney/session_detail.asp?refad=1&session=1327

Follow our tweets throughout the Ad:Tech event at: #datarati  #mktgcloud

I looking forward to seeing you at Ad:Tech!

Will Scully-Power
Managing Director
Datarati Pty Ltd.


Come see us at Ad-tech 2010 in Sydney!

Come and see us at Ad-tech 2010! We’ve got something very exciting to show our fellow Australian & New Zealand digital marketers.

We will be demoing the world’s fastest growing marketing automation software solution which is used by digital marketers for trigger-based acquisition and retention campaigns.

400+ companies are now running all of their digital campaigns on this solution.

We will show you how you can use behavioural data for micro-targeting and as a result improve your campaign performance, conversion and ROI.

I will also be speaking at Ad-tech on ‘The First Steps with Data – Where are you now and where can you go next?’

Details here: http://www.ad-tech.com/sydney/session_detail.asp?refad=1&session=1327

Follow our tweets throughout this event: Twitter Hashtags will be: #atsyd #mktgcloud #datarati



Nurturing Sales Leads

Why tie marketing compensation to revenue?

I thought this piece from Christine Crandell was great, and is shaping how we as marketers will be measured in the very near future.

Today, most Marketing compensation plans are comprised of a base salary and a performance bonus. However, in well-aligned companies performance bonuses are comprised of two elements; a quantified marketing-generated revenue objective and a longer-term qualitative marketing goal.

Marketing team members need to recognise that directly producing revenue is a central part of their job, though not their only responsibilities.

The Marketing roles which have the greatest direct impact on revenue are product marketing, sales/channel enablement, demand generation programs, field marketing and channel marketing and their compensation plans should reflect those responsibilities.

As a result, performance plans should include metrics specific to that role and to each individual team members’ function in it. The metrics I use in developing performance plans are:

Marketing Role Alignment Metrics
Qtr/Qtr and Yr/Yr
Product marketing
  • Pipeline and close rate by product line
  • Revenue booked
  • Margin by product line
Field marketing
  • New lead follow-up days outstanding by AE and territory
  • Field-produced pipeline production
  • Associated close rate by region
Marketing programs
  • Demand generation conversion ratios
  • Marketing-produced pipeline production
Sales training
  • Percent of sales force current on training
  • Role-based proficiency scores on key soft skills (i.e., discovery, negotiation, etc.)
Sales/field enablement
  • Response time to field requests
  • Sales force satisfaction and effectiveness scores
Customer Advocacy
  • Renewal rates
  • Customer satisfaction scores
  • Percentage of customers serving as references and evangelists

Marketing’s contribution to revenue goals, as reflected in performance bonuses, should be both measurable and time bound.

For example: “produce leads that result in $20M in Marketing-generated pipeline each quarter,” or “deliver sales training that shortens the new hire productivity ramp so they close their first sales opportunity within 90 days of hire date”.

Full Story: http://cli.gs/rd8AXj



What does the term ‘Marketing Automation’ actually mean?

Another open letter to all Australia, New Zealand & the wider Asia-Pacific digital, direct and data-driven marketers.

As we start 2010, I thought it is critical for all marketers to understand the basics of the term ‘Marketing Automation’, as there STILL seems to be confusion in the market as to what the term means, why’s marketers need it, how it works, and what will happen if they don’t start using it.

What does the term ‘Marketing Automation’ mean:

‘Marketing automation’ is the termed used in the industry to describe the use of a marketing automation database to manage and automate the process of converting prospective customers into actual buyers.

By automating the various tasks and workflows involved in demand generation, lead management, and sales and marketing alignment, a marketing automation database contributes to shorter sales cycles, increased revenue, and better marketing ROI.

A Marketing Automation Database allows a marketer to execute and manage the following all in one centralised database:

- Lead nurturing
- Lead scoring
- Lead generation
- Website monitoring
- Email marketing
- Web Forms
- Landing page creation/optimisation
- A/B + Multivariate Testing
- Marketing asset management
- ROI/Analytics

What A Marketing Automation Database is Not:

A Marketing Automation Database is NOT a customer relationship management (CRM) database. A Marketing Automation Database is a SEPERATE  marketing database that holds all of the above marketing and behavioural data and integrates with a customers CRM database which holds the customer’s sales and customer service and support data.

The term ‘Marketing Automation’ is designed to meet the specific needs of marketers and involves a holistic approach to generating, nurturing, and converting leads into customers by automating a variety of marketing techniques (e.g. email, Website\monitoring, landing page optimisation, and more) and ensuring marketing and sales alignment throughout the process.

(See previous post on Marketing Automation Database vs. Customer Relationship Management Database)

In the last 2 weeks here is a list of questions that I’ve heard from digital and direct marketers and their agencies:

1.)

Q. Why should I change? What will happen if I don’t?

Your email marketing, paid search, paid display and web analytics data is all sitting in disparate databases and typically in an aggregate data format. So how can you possible determine what a prospect or customer is doing down to an individual level.

For example, lets say you want to run an email campaign. You segment your data in your email marketing database, dump in your creative and then hit the send button. What comes back is metrics on opens and click-thrus. Where this fundamentally FAILS is that once that prospect or customer clicks from a link in your email to either a landing page or your website you lose complete visibility at the individual level. So now you look at the number of click-thrus from your email blast and compare that with the aggregate web analytics data of unique visitors and assume the spike in traffic is as a direct result of your email blast.

We as marketers should be embarrassed if this is the way we are still measuring the performance of our digital campaigns. Why? Because the technology to do this exists and there are many companies in Australia & New Zealand using it!! Its called a Marketing Automation Database!

So what happens if you don’t embrace it? The Marketer will eventually lose their job or the agency will lose the client as their level of measurement and analytics are not up to scratch with the industry’s best practice.

2.)

Q. How does the issue impact my industry? What are my peers and competitors doing?

A marketing automation database is a fundamental requirement for every digital marketer who want to effectively track, score, measure and optimise their campaigns. The companies who use this technology and the actionable data insight to optimise their campaigns will simple produce better conversions and campaign ROI.

A number of your peers and competitors are already using this technology here in Australia & New Zealand producing ROI numbers as high as 4000%.

3.)

Q. Are there best practices I can refer to? Which experts can help me think strategically?

Yes, we here at Datarati use our aggregate customer and campaign data insights across multiple industry verticals to provide our customers with industry best practices in Email marketing, Lead nurturing, Lead scoring, Lead generation, Website monitoring, Web Forms, Landing page creation/optimisation, A/B + Multivariate Testing, Marketing asset management and ROI/Analytics.

Remember THIS: Data drives Insight. Insight drives Strategy. Strategy drives Creative. Creative drives Response. Response drives Revenue. Revenue drives ROI.

4.)

Q. What are the options or alternatives? Who can add the most value to the project?

There are multiple options on the market today, but one clear winner in the marketing automation space here in Australia & New Zealand but also globally. The marketing automation database vendor leading this charge is Marketo. They added 110 new customers in Q4 2009 alone, dominating the marketing automation category globally. In fact, more companies choose and switch to Marketo than any other marketing automation vendor: http://www.marketo.com/about/news/marketo_adds_110_new_customers_in_q4_2009_dominates_marketing_automation_category.php

Success breeds success. So who is going to add the most value to your project. Quite simply, the stand out leaders in the space.

5.)

Q. What if? What if end users won’t adopt the new process?

With any new technology comes the adoption issue. Historically, this issue was very big a few years ago because the marketing automation software vendors that existed back then had developed user interfaces that were very difficult for a marketer to navigate through, thus creating an adoption problem.

What we’ve seen change dramatically in the last 12 months is new marketing automation databases on the market like Marketo who’s user interface is by far the leader in usability as well as functionality.

Lastly, with any new implementation change management is critical. Therefore, regardless of what type of solution you end up selecting it is critical for the vendor or their partner to provide you with a change management plan and approach to ensure success.

6.)

Q. Why should I trust your company? How long will it take me to get an ROI?

You should trust the company and the team that has the most experience and successful track record in this space.

Results will always speak for themselves.

Your ROI can be acheived within 1 email campaign as we recently saw with a customers first email campaign. There first campaign generated such a high ROI that they were able to pay for the marketing automation database for the next two years.

- ONLINE DEMO: Value of a marketing automation database to marketing teams: http://www.marketo.com/demo/new-extended-demo/
- ONLINE DEMO: Value of a marketing automation database to sales teams: http://www.marketo.com/demo/sales-insight-demo/

Are you ready to get started?

These types of results are awaiting you…

Give us a call to arrange a meeting!

Other resources to check out: www.mktgcloud.com & www.datarati.tv

Will Scully-Power
Managing Director
Datarati Pty Ltd

Level 1, 111 Elizabeth Street
Sydney, NSW 2000
Australia

m: +61 400 828 866
p: +61 (2) 8003 7343
e: will.sp@datarati.com.au
w: datarati.com.au
t: twitter.com/willscullypower
b: willscullypower.wordpress.com

——————————————————-
Michael Loop
Marketing Automation & CRM Director
Datarati Pty Ltd.

Level 1, 111 Elizabeth Street
Sydney, NSW 2000
Australia

m: +61 410 159 085
p: +61 (2) 8003-7343
e: michael.loop@datarati.com.au
w: datarati.com.au
t: twitter.com/michaelloop



Datarati launches YouTube Channel: www.youtube.com/datarati

Stay tuned throughout 2010 for the latest best practices in:

- Database marketing
- Marketing automation
- Email marketing
- Lead management
- Lead scoring
- Lead nurturing
- Testing
- Analytics
- Optimisation
- Triggers
- Web Analytics

Check it out: www.youtube.com/datarati



The Datarati Launch Datarati.TV

Today, we announced the official launch of www.Datarati.TV

Check out our first video stream from our launch event ‘Database Marketing’ – The New Frontier.




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