Will Scully-Power: Managing Director, Datarati

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:


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.


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%.


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.


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.


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.


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

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

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.

FREE: 31 Conversion Optimisation Tips

Here are 31 fantastic optimisation tips from the Widerfunnel Conversion Optimisation Blog.

  1. Have you tested your Call-to-Action on right vs. left side of the page?
  2. What are the top 3 components of your Value Proposition? Are they immediately obvious on your landing page?
  3. Have you tested adding credibility indicators to your website; testimonials, reviews, awards, stats
  4. Can your landing page be any more specific? Can you drive to a product page instead of category page?
  5. How can you reduce Distraction on your pages? How many links can you eliminate?
  6. Improve Clarity with larger product images on your category pages
  7. How many options does your product have? Can it be reduced to one or two?
  8. Increase Clarity with high contrast text on white background
  9. Is your privacy policy increasing Anxiety? Can it be shortened?
  10. Your customer buys emotionally and defends the purchase rationally. Get her excited.
  11. Your privacy policy link should not open a new page. Try a popup.
  12. You don’t sell features. You sell solutions to problems. Value Proposition is relative.
  13. Have you tested embedding lead generation forms on the page vs. new page vs. popup form?
  14. Have you tested swapping right column with left? Worked for BabyAge.com
  15. Do you have large blocks of white copy on dark background? Try black text on white
  16. Can you move optional form fields to the Thank You page with additional benefit for filling them?
  17. Try replacing rotating offer banners with static images and value proposition copy
  18. Do your images have “action captions”? Include your CTA link
  19. Do your category pages include relevant & easy filters?
  20. Have you tested a two-column vs. three-column layout?
  21. Have you tested removing the navigation bar from landing pages?
  22. How strong is your CTA scent trail? Your key terms through the funnel should match.
  23. Do your landing page headlines match the words in your PPC ads?
  24. Select testimonials to support each product page’s main value proposition points.
  25. Does your home page offer visitors self-segmentation to increase funnel Relevance?
  26. Category pages offer huge opportunities. Try list vs grid view.
  27. Test category images vs. subcategory images on store pages
  28. Have you tested animation vs. static content. Worked for Hair Club
  29. Have you tested a Big Orange Button? We call him BOB. He works hard.
  30. Test a “factual” approach vs. an “emotive”. Worked for Sytropin
  31. Test Calls to Action; Order Now vs. Get a Quote vs. Instant Quote, etc.

More: http://www.widerfunnel.com/conversion-rate-optimization/31-conversion-optimization-tips-and-counting

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

Typical testing conversation
November 30, 2009, 2:02 am
Filed under: A/B Testing, Actionable Insights, Testing | Tags: ,


Beyond Web Analytics – PODCAST
November 30, 2009, 1:58 am
Filed under: Actionable Insights, Testing, Web Analytics | Tags: , ,

Listen to this great podcast with Gary Angel the Co-Founder and President of Semphonic on ‘Moving from Web Reporting & Tagging to real Web Analytics’.

Listen Now: http://www.beyondwebanalytics.com/2009/11/24/beyond-web-analytics-episode-2/

Eyetracking data without the use of eyes

Eye tracking studies can be a very valuable tool that can help identify significant problems with your website or landing page. Unfortunately, eye tracking requires expensive and specialised hardware and software to be used, and live test subjects to observe and measure.

Not any more. Welcome AttentionWizard.com – using behavioural (click + scroll) data which can be used to simulate where people will look during the first few seconds of interacting with your site and create a detailed attention heatmap of your landing page.

Very cool. Now being able to score that data and trigger off automated communications i.e. email, dm, sms etc as a result would be very very nice.

More: http://sitetuners.wordpress.com/2009/11/06/attentionwizard-eye-tracking-without-the-eyes/

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

What do the Datarati do… in 30 seconds?

Elevator Pitch


I got asked this morning at an Ad-tech event in Sydney what our company ‘Datarati’ does in 30 seconds or less so here goes the elevator pitch:

Datarati helps smart marketers unlock the value of digital behavioral data, by allowing them to execute more personalised and effective email marketing and web personalisation through the use of a marketing automation database (MAD).

Today’s smart data-driven marketers use a MAD to leverage the wealth of demographic/profile data and implicit/behavioural data that online visitors and customers generate as they react to a company’s digital marketing campaigns and interact with its landing pages, microsites and websites.

By centralising all this data into a MAD, marketers can now access and have full visibility into all multi-channel campaign data including:

- Email Marketing data
– Paid Search data
– Paid Display data
– Landing Page, Microsite, Website data
– Social Media data (twitter, facebook, linkedin)
– Telemarketing data (customer service + support)

Why is this so exciting for marketers?

Well today, marketers are living in Excel Hell! They try to collect and collate multiple data sets in Microsoft Excel which are delivered to them by their multiple rostered agencies and or vendors.

With all of these data silios created how can marketers know which channels are most effective in driving leads, opportunities and ultimate conversions/revenue for their organisations?

With a MAD all of this data is centralised into one database where the marketer can execute digital campaigns from end-to-end including:

- Data Segmentation aka List building (Demographic + Behavioural) data
– Email, Form + Landing page creation & execution
– Data Scoring
– Data Nurturing (Drip based Acquisition, Retention, Loyalty Campaigns Campaigns)
– Data Testing / Optimisation
– Reporting & Analytics
– Integration into their CRM database for closed loop ROI reporting & analysis e.g. Salesforce.com, Netsuite, Microsoft, Oracle, Siebel, SAP,  etc.

Oh and P.S you need no IT involvement or support as the MAD is delivered as Software as a Service (SaaS) over a web browser :) and payable by the number of records you have in your database.

I speak quickly, so there goes my 30 seconds :)

Also, we are holding the “DATA”‘ event of the year for all Digital Marketers and their Digital Agencies in Sydney in a few weeks time.

Email me if you’re interested in attending!

More: http://www.datarati.com.au


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