Will Scully-Power: Managing Director, Datarati


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



Datarati at ad-tech 2010

I will be speaking at Ad-tech 2010 on Tuesday 16th March 2010 from 4:50pm – 5:45pm on the following topic:

“Firsts Steps with Data – Where are you now and where can you go next?”

  • Change management: understanding baby steps that you need to take to start your data journey
  • The five steps of data analytics: where are you now and where can you go next?
  • Determining the areas you should monitor closely: how can you most effectively gather those metrics?
  • Understanding the difference between numbers and trends: interpreting data for your business, your marketing, your campaign
  • Qualitative vs. quantitative analysis: competition or marriage?
  • What’s the ROI on data management, measurement and analysis?
  • How can data analytics service the demand for clearer ROI?
  • How do you get buy in for digital marketing metrics and what difference can it make to your advertising strategy

Other speakers on this panel include:

Leader: Oliver Rees, Managing Director, Torque

Will Scully-Power, Managing Director, Datarati

Simon Hovell, Consumer Marketing Director, Dell

Nicholas Adams, Director of Direct Marketing, Westpac Banking Corporation

Oliver Jarrett, Business Analyst, Roche Products

More: http://www.ad-tech.com/sydney/adtech_sydney_speakers.aspx?Spkid=2781



Nurturing Sales Leads

I’ve already got an email marketing tool, WHY would I need a marketing automation database?

Ok, so as a marketer or digital agency, I’m guessing you have one of the following email marketing tools or use one of the following vendors for you or your clients email marketing campaigns:

- Traction

- Exact Target

- Strategy Mix

- eServices

- Epsilon

- Returnity

- Chimp Mail

- Cheetah Mail

- Dream Mail

- Vertical Response

- Vision 6

- Campaign Monitor

- Campaign Master

- Constant Contact

Here is your problem: You blast out an email campaign and now you’re ask to measure its success. What you do is prepare an excel spreadsheet with metrics such as opens and clicks.

Then you go to either your Google Analytics, Omniture etc and pull your unique visitors for the day you sent that email out.

You then look at the number of click thrus and look at the increase of uniques on that day and attribute those email clicks to that increase in uniques.

So, what you have here is a fundamental break in the click stream data. You are trying to compare individualised data from your email marketing tool at a customer level with aggregate data from your web analytics tool. This simply does not work. Nor is it best practice.

What should you be doing?

Here is your solution.

You should be tracking each lead, contact, prospect or customer at an individual level. That is, if they open an email, click on any link in that email and come to either a landing page or website, their digital behavioural data i.e. what they do on that landing page or website (links they click, content they download etc) should be captured, scored and dropped into an email nurturing campaign.

Let me give you an example.

Holden sends out an email campaign to a list of their existing customers with the objective of getting each customer to open the email, click through to a landing page, check out the new Holden car model and register for a test drive at their nearest dealership.

So lets say that customer opens the email, clicks through to the landing page and plays around with the widget on the landing page which allows them to build the car of their choice. e.g. colours, interiors, sports edition etc.

However, this customer doesn’t register for a test drive, closes their browser and leaves the page. What do you do now. Well, you have a rich set of behavioural data now on what that consumer likes.

This is where you should have a marketing automation database. This rich behavioural data would be captured and stored against each individual customer record in the database. Then you would have a pre-built series of automated trigger based emails that would re-touch that customer over a certain period of time. e.g. 1 email per week for the next 4 weeks. Each email’s content would be targeted, relevant, anticipated and personalised based on the behavioural data captured in the initial campaign.

For years marketers and agencies have put this in the too hard basic because they had this DATA problem. Email data was seperate from the web analytics data.

Well no longer my fellow marketeers. The solution is a marketing automation database.

We have the world’s fastest growing marketing automation database solution here in Australia & New Zealand.

The smart data-driven marketers and agencies get this and are acheiving some outstanding and superior results. We recently had a customer acheive a 4000% ROI in their first email campaign.

Want to know more? Call me on 0400 828 866 or email me will.sp@datarati.com.au



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



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.



Marketing Cloud Presentation – Database Marketing – The New Frontier

Join the ‘Chatter’ in the ‘Marketing Cloud’:  http://www.mktgcloud.com

Join the ‘Marketing Cloud’ marketers on Linkedin: http://www.linkedin.com/groups?about=&gid=2540384&trk=anet_ug_grppro



Marketing Cloud :: Party in San Francisco at Dreamforce
November 16, 2009, 8:29 am
Filed under: Datarati, Marketing Automation, Software as a Service | Tags: , ,

Marketing Cloud

Join us at the Marketing Cloud Party! RSVP for the Marketing Party of the Year @ Dreamforce!

You are invited to join leading marketing thinkers and companies on the rise to learn how marketing in the cloud can drive revenue and marketing impact in your organisation.

Thursday, November 19, 2009 from 6PM to 8:30PM

At the fabulous St. Regis Hotel, Yerba Buena Terrace – 4th Floor (one block north of Moscone Center)

Register Now: http://info.marketing-cloud.com/party.html



Database Marketing – The New Frontier

Breakfast Briefing

Join Australia’s leading digital marketers for the DATA-DRIVEN MARKETING EVENT OF THE YEAR!

At this FREE Breakfast Briefing, hosted by Brad Howarth, the ex-Technology & Marketing Editor of Business Review Weekly (BRW) Magazine,  you will be briefed by the industry’s leading data-driven marketers on how to use digital behavioural data in both acquisition and retention campaigns to generate more revenue faster for your organisation!

To REGISTER for this event, please contact:

Will Scully-Power
E: will.sp@datarati.com.au
M: 0400 828 866




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