Filed under: #mktgcloud, Behavioural Targeting, Marketing Automation, Marketing Cloud, Revenue Performance Management (RPM)
Filed under: #mktgcloud, Data, Datarati, Marketing Automation, Revenue Performance Management (RPM) | Tags: Data, Datarati, Marketing Automation, Marketo, Revenue Performance Management
Filed under: #mktgcloud, Marketing Automation, Revenue Performance Management (RPM)
As we start the New Year in the Australian Direct Marketing Industry, here are 4 key steps to generate revenue for your organisation.
1.) Evaluate – Having access to a marketing automation database will allow you to automate trigger-based acquisition and retention campaigns. It is no longer cost-effective to launch campaigns manually every time.
2.) Integrate – To measure your true return on marketing investment (ROMI) you will need to integrate your marketing automation database (which houses your email, web, search and social data) with your CRM database (which houses your sales/transactional, customer service and support data).
3.) Automate – Think about your top 5 manually produced campaigns and automate them. By using a marketing automation database, you can monitor a customer or prospects email, web, search or social behaviour and use that data to trigger off targeted, anticipated, relevant and personalised one-to-one communications in an effort to drive them further down the marketing funnel.
4.) Mandate – Senior level executive sponsorship, buy-in and support. For marketers to earn a seat at the revenue table, they need to firstly align their marketing and sales teams, define metrics that matter to executives and prove marketing’s contribution to the organisations revenue generation.
Marketing Automation is a journey. Start with the end goal first which is generally: “Sales needs to hit X target this month, this quarter, this year”, then work your marketing funnel numbers backwards. Here is an example calculator to help you get started:http://www.datarati.com.au/index.php/resources/roi-calculator/
Good luck and enjoy the ride!
Will Scully-Power is the Managing Director of Datarati, which deals with Marketing Automation, Revenue Performance Management (RPM), Analytics and Optimisation.
Hear more from Will at the upcoming ADMA B2B Marketing Seminar – Melbourne 28 February and Sydney 1 March.
Digital Analytics is the measurement, collection, analysis and reporting of digital data for the purposes of understanding and optimizing business performance.
Let’s estimate there are 20,000,000 Google Analytics accounts. Of those, let’s assume 60% of the accounts are active and 70% of the active accounts are small and mid size businesses. That leaves 8,400,000 companies. That’s a lot.
Taking a US focused view… According to Google only about 37% of American small businesses have a website. That means that there are 63% of small businesses don’t have a website. It’s probably safe to say they don’t know about web analytics either!
Let’s just agree that there are a LOT of people out there that don’t know what web analytics is or how to do it.
On the other hand, group number 1, the group that talks about Digital Analytics, is relatively small. Just look at the number of unique folks on twitter posting under the #measure hash tag.
We have a massive number of businesses that are doing Web Analytics while our core industry is focusing on Digital Analytics.
Filed under: #mktgcloud, Analytics, Datarati, Marketing Automation, Metrics | Tags: Infographic, Measurement