Will Scully-Power: Managing Director, Datarati

PRESENTATION: How to use DATA to grow your business?

2012 – The Year for Australian B2B Marketers to Evaluate, Integrate, Automate & Mandate

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.

INFOGRAPHIC: Right brain vs. Left brain marketers
January 8, 2012, 1:32 am
Filed under: #mktgcloud, Actionable Insights, Analytics, Visualisation

Digital Analysts vs. Web Analysts
January 4, 2012, 9:57 pm
Filed under: #mktgcloud, Analytics, Web Analytics | Tags:

Segmentation of the Analytics Industry

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.

More: http://online-behavior.com/analytics/rethinking

INFOGRAPHIC: Marketing Measurement
January 4, 2012, 9:44 pm
Filed under: #mktgcloud, Analytics, Datarati, Marketing Automation, Metrics | Tags: ,

LOOKING: for a Marketo Technical Support Engineer for our Sydney Office
January 3, 2012, 10:09 pm
Filed under: #mktgcloud, Marketing Cloud, Revenue Performance Management (RPM)
As a member of Marketo Support, your goal is to provide fast and friendly world-class support through creative, flexible solutions and empower Revenue Performance Management success. The Technical Support Engineer is expected to take on support cases of moderate complexity and be able to manage your own priorities.
We partner with our employees to provide an exciting work environment that everyone has an opportunity to shape. We value team players who are self-directed and want to influence the next wave in SaaS technology and Service innovation.
This role will be based in Sydney, Australia at Datarati, our exclusive Asia-Pacific partner (http://www.datarati.com.au)
• Be a subject matter expert in Marketo technology and apply it to Marketo customers’ business processes
• Provide business and technical solutions to help customers optimise use of solution
• Communicate clearly and precisely with customers in written and verbal form, and maintain accurate and timely records in our case tracking system
• Maintain ownership of cases until resolution, drive other teams as needed and set customer expectations
• Perform problem characterisation, reproduction, diagnosis, and root cause analysis
• Work with Services and Engineering personnel to resolve product issues or escalating as necessary
• Configure customer systems to meet requirements
• Author Knowledge Base Articles / Technical Notes
• File enhancement requests and work with product management to translate business needs to product requirements
• Meet individual case management, SLA, and C-Sat goals
• BS Computer Science or equivalent experience
• At least 2 years of progressive experience diagnosing and resolving problems in complex software environment.
• Experience providing direct support to external customers by phone, electronically, and face-to-face.
• Demonstrated experience supporting enterprise software solutions, ideally Marketing Automation, CRM, PRM, or SFA applications
• Excellent organizational skills -ability to prioritise, manage, multi-task and execute projects cross-functionally
• Superior communications skills (presentation, written, and verbal) and ability to interact effectively with all levels of professional staff. Ability to explain complex concepts simply.
• Excellent problem-solving skills and ability to navigate challenging situations in a professional manner.
• Demonstrated experience in one or more of the following additional areas a plus: Database technology (SQL); Web technology (HTML, JavaScript, CSS, XML, PHP)
• Familiarity with SaaS solutions a plus
• Fluency in a second Asian Language would be a distinct advantage
Marketo is the revenue cycle management company, transforming how marketing and sales teams of all sizes work —and work together — to accelerate predictable revenue. Marketo’s solutions are both powerful and easy to use, providing explosive revenue growth throughout the revenue cycle from the earliest stages of demand generation and lead management to deal close and continued customer loyalty.
Please contact:
Will Scully-Power
Managing Director

Marketing Automation in Action: Houston, we have Revenue!


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