Will Scully-Power

Top 10 Key Takeaways – ad:tech Sydney 2012

1.) Marketers need to  focus on REVENUE metrics to earn a seat at the revenue table.

2.) Marketers need to move from quantity KPI’s to quality KPI’s.

3.) Marketers need to stop throwing ALL leads over the fence to the sales team as this creates cherry picking from the sales team and tension between both marketing and sales about true “lead quality”.

4.) Marketers need to start their strategic marketing planning with a Revenue target and work backwards. Identity how many leads they need at each stage of the Revenue Cycle to ensure their sales team hit their revenue target.

5.) Marketers need to escape “Excel Hell” by centralising all of their marketing data (email, search, web, mobile, display)  in a Marketing Automation Database and then integrate this database with their internal CRM database.

6.) Marketers need to set up a scoring methodology which allows them to score their prospects and customers explicit data e.g. demographic as well as their implicit data e.g. web, search, email behaviour to ensure they focus on those customers who are highly engaged and prioritise those that need follow up.

7.) Marketers need to take those prospects and customers who are are not yet ready to engage with sales and place them into nurturing campaigns. Marketers need to A/B test the content of these campaigns to ensure they are targeting each prospect and customer with relevant content with is creating action e.g. a click.

8.) Marketers need to analyse the key touchpoints and influences within the prospect and customer lifecycles to identify which marketing channels are having an impact at specific stages of the buyers journey.

9.) Marketers need to focus on identifying trends in their data and taking action on their insights to ensure they optimise what’s working and what’s not.

10.) Marketers need to aim for the end goal of Marketing Automation which is being able to predict marketing’s impact on revenue contribution to an organisation.

Ready to get started?

Will Scully-Power
Managing Director
+ 612 9045 0946


EVENT INVITATION: Tues 29th May 2012
March 7, 2012, 9:16 am
Filed under: CRM, Data, Datarati, Events | Tags: ,

REGISTER HERE: http://www.letstalkbusiness.nsw.gov.au/2012-program/data-strategies/

A New Era in B2B Marketing – ADMA Seminar sponsored by Datarati
February 7, 2012, 3:06 am
Filed under: Datarati, Events, Marketing Automation, Revenue Performance Management (RPM) | Tags: ,

Join some of the country’s leading thought leaders at this year’s B2B Marketing Seminar as they discuss the major marketing themes and state of play for Australia in the year ahead.

This half-day event is designed specifically for marketers who wants to stay abreast of the latest B2B marketing strategies and gain new insights into holistic content marketing, social media lead generation and marketing automation best practices.

Ultimately, this event will help you in excelling in the ever-changing B2B marketing environment with practical strategies you can integrate into your business.

Register Here: http://www.adma.com.au/events/upcoming-events/2012/01/09/b2b-marketing-seminar/

MUST ATTEND: Marketing events in the US
July 18, 2011, 9:57 pm
Filed under: Data, Datarati, Events, Visualisation | Tags: ,

MEET: Shailendra Kumar, Senior Analytics Manager at Accenture
July 18, 2011, 2:25 am
Filed under: Events, Sydney Data Miners | Tags: ,

Hi All,

Come meet Shailendra Kumar ex Head of Data Mining at Woolworths share his insights into the world of Analytics.


Presentation title: 


Analytics: Changing the Way we do business.


Presentation Summary;


In the recent years, Analytics has played a vital role in the way we do business and has greatly influenced customer value proposition for a lot of companies. Various people have different definitions for analytics and so do you. Shailendra will share his experiences and knowledge on how companies around the world have used Analytics to improve their business and customer experience.


Short Bio:


Shailendra is an analytics / data mining professional with over 17 years of experience in various industry verticals including retail, banking and telecom sectors in different countries and cultures like India, Belgium, Netherlands, United Kingdom and Australia. He has worked with  leading organisations to provide competitive advantage with his extensive knowledge of data-driven analytical strategies with a key focus on the customer. He has now joined Accenture to build, grow and lead their Analytics practice in ANZ.

REGISTER TODAY: http://www.meetup.com/datarati/events/25676731/




Event Invitation: The Rise of the Revenue Marketer

Generating revenue is the lifeblood of any business. Too often, sales is viewed as the revenue creator and marketing is considered to be a cost centre that is not fundamental to the revenue creation process. This traditional model has resulted in inefficiencies at every step of the revenue cycle and prevents companies from achieving maximum performance.

However, several key trends – including the rise of online marketing such as Google, emerging social media networks, and a new focus on measurement and accountability in marketing – are creating the opportunity for organisations to rethink how they create revenue.

Join us as one of Australia’s leading experts on marketing automation, Will Scully-Power, shows us how this emerging model transforms the way marketing works.

Full event details and registration: http://www.ami.org.au/Events/States/Details/newcastle_marketing_seminar.asp

Ad:tech Sydney Photos 2011

Presentation: http://www.slideshare.net/Datarati/how-to-use-digital-data-to-drive-predictable-revenue-generation

Here are the two links to our panel discussions from Ad:tech Sydney 2011.

Watch VIDEO Day 1: http://vioca.st/datarati/adtech2011_day1

Watch VIDEO Day 2:  http://vioca.st/datarati/adtech2011_day2

If you have any questions for our panelists, please join our group on Linkedin and post them here: http://www.linkedin.com/groups?mostPopular=&gid=1814198



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