Will Scully-Power

Top 10 Takeaways from ADMA B2B Marketing Seminar
March 1, 2012, 9:27 am
Filed under: Datarati, Marketing Automation, Revenue Performance Management (RPM) | Tags: ,

Hi All,

Here are the top 10 key takeaways from the ADMA B2B Marketing Seminar which I chaired in Sydney today.

1.) Recognise The Problem – You have a leaky funnel.

2.) Identify the cost – What is the cost of the leaky funnel to your business? Use this to create a business case for Marketing Automation.

3.) Define Requirements – look for strategic partners who will help you plan for an effective implementation. Then look at vendors. Here is your marketing automation success formula. 70% people, processes, methodologies. 25% CRM expertise and 5% the actual marketing automation tool.

4.) Marketing & Sales Process Definition & Alignment – define and agree on lead scoring (demographic & behavioural), lead statuses, lead allocation rules, alerts and service level agreements between Marketing & Sales.

5.) Marketing & Sales (Revenue Cycle Model) Definition – define revenue stages in 1 funnel. Start with the organisations revenue target and work backwards to get an understanding of what marketing needs to contribute in terms of marketing sourced and marketing influenced opportunities/pipeline on a monthly basis.

6.) Identify quality sources of qualified inbound leads e.g. Paid Search, Paid Display, Events, Webinars, Social Media etc. What’s driving Sales Accepted Leads (SAL’s) and what’s driving Sales Qualified Leads (SQL’s).

7.) Identify additional data sources to help enrich your inbound lead data. e.g. www.data.com

8.) Develop content based on segments focused on specific roles of buyers within the buying cycle.

9.) Launch lead nurturing campaigns targeting the 95% of leads who are not yet sales-ready. Test & Optimise content types and frequency of communication.

10.) Hold monthly “What’s working What’s Not” sessions with both Sales & Marketing heads in an effort to improves lead quality and internal lead management and lead recycling processes.

Need Help Getting Started? Click Here to Request a Meeting!



Will Scully-Power
Managing Director
+61 400 828 866


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/

FREE ADMA Event: Trigger-Based Marketing Automation

On behalf of the Australian Direct Marketing Association’s Data & Analytics Council, I would like to personally invite you to attend an exclusive Industry Leaders Panel Discussion on trigger-based marketing automation.
Our panel of thought-leaders include:

– Will Scully-Power, Managing Director – Datarati (Moderator)
– Rob Brown, Group Marketing Manager – Navitas
– Regan Yan, Managing Director – Digital Alchemy
– Mella Moore, Customer Marketing Manager, Virgin Mobile
– Jeff Clarke, Managing Director – Silverpop
– Nick Simms, National Channel Manager, H.J Heinz
– Simon O’Day, Vice-President – Responsys
– Chris Tew, Managing Director – Alterian

You will learn:

– Steps involved when Implementing a Marketing Automation Solution
– Resources required (Internal & External)
– Process/Change Management Requirements
– How to overcome the Data Challenges
– Behavioural Scoring, Next Logical Product & Churn Triggers

This panel discussion will uncover actionable insights, learning’s and best practices when implementing trigger-based marketing automation solutions and will help you determine your organisations’ readiness and prepare a plan for taking action!

If acquisition and/or retention based marketing is part of your job description, then this event is NOT to be missed!

Event Details:

Date: Wednesday 27th July 2011
Time: 5:30pm – 7:00pm
Location: Art House Hotel: Level 2, 275 Pitt Street Sydney (Google Map)

RSVP: Please email councils@adma.com.au to register for this event!

Australian Marketers need further education!
August 26, 2010, 1:34 am
Filed under: #mktgcloud, Datarati, Marketing Automation | Tags: , ,

Over the past few months the ADMA Data & Analytics Council conducted an online survey to establish how evolved the direct marketing industry in Australia really is in terms of data and analytics.



Which begs the questions: How can organisations have a single customer view without using a marketing automation solution?

Clearly, we still have quite the task of educating Australian marketers on this topic. When asked “Do you use Marketing Automation Software and which one”? survey respondents came back with vendors who are clearly not in the marketing automation space such as Hitwise & Omniture.

It was great to see our technology partner Marketo (www.marketo.com) the world’s fastest growing marketing automation solution included in the list of vendors being used in Australia!

Please subscribe to the ADMA Councils blog if you would like to hear about research like this in the future or email councils@adma.com.au if you would like to help shape similar future initiatives.

DOWNLOAD RESULTS HERE: https://willscullypower.files.wordpress.com/2010/08/201008-adma-data-analytics-council-survey-results-v2.pptx

Guest speaking ADMA’s Direct Marketing Certificate Course

Tonight and tomorrow night I will be speaking at the Australian Direct Marketing Association’s (ADMA) Direct Marketing Course on the topic of ‘Marketing Automation’.

Topics covered will include:

– The marketing & sales divide

– The leaky funnel

– What is marketing automation?

– How does a marketing automation database (MAD) work?

– What does a marketing automation database do?

– Lead Generation, Scoring, Nurturing

– Website Tracking

– Email Marketing

– Landing Page Optimisation

– Marketing Asset Management

– Progressive Profiling

– CRM Database Integration

– Incoming lead processing

– Stay in Touch campaigns

– Mapping content to buyer stages and roles

– Accelerator campaigns

– Lead lifecycle campaigns

– ROI of lead nurturing

Don’t miss the ADMA Forum this year where I will also be presenting: www.admaforum.com.au

ADMA Data Day 2008
October 20, 2008, 10:54 pm
Filed under: Analytics, Data, Research, Segmentation, Web Analytics | Tags: , , , , ,

Do you believe in the power of data?

Since the origin of marketing, data has been a constant. It underpins all good communication and is critical to campaign success. And, while data was important in the past, it will be even more fervently worshipped by smart marketers in the future on their crusade for improved ROI.

Get your data techniques right and take your results to heavenly levels.

With the right techniques and tools, your data can be a very powerful asset. Data Day 2008 will show you the way to boost results, maintain your competitive advantage and develop almighty relationships. In this one-day, jam-packed conference you’ll hear from expert data strategists and learn inside tips from a diverse range of brands including Optus, Visa, Camera House and Woolworths.

Concurrent afternoon streams allow you to focus on the topics that are most relevant to your area of worship. Lessons on Fundamentals, Advanced Analytics, B2B and Digital all offer valuable insights to help you tackle the challenges your business faces now and in the future.

Plus, an exclusive group of exhibitors will demonstrate innovative tools and solutions to help you practice all that is preached. Discover the most effective resources from leading suppliers including SEMA, Acxiom, Experian, Impact Lists, Sensis, Traction and Veda Advantage.

For more information on the full conference programme and the exhibitors visit www.adma.com.au/dataday.

Dates and Venues
Melbourne Thursday 23 October, 8.30am – 5.00pm
Brisbane Tuesday 28 October, 8.30am – 5.00pm
Sydney Thursday 30 October, 8.30am – 5.00pm
Price $395 for ADMA members
$565 for non-members
To register Download the registration form, visit www.adma.com.au/dataday or contact Victoria Walker on 02 9277 5413

Be enlightened. Book now for ADMA’s Data Day 2008.

Want to visualise your data sets?
October 1, 2008, 12:15 am
Filed under: Data, Visualisation | Tags: , ,

I found this cool site this morning that lets you upload any data set (Excel, CSV or free text) and visualise it in multiple ways.

As an example, I took the free text data from the Australian Direct Marketing Association’s Data Day Conference program and produced a ‘word cloud’ (see below).

Word of advice: Be careful what you upload as this data is publicly available to anyone and can be viewed by anyone.


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