Filed under: Datarati, Marketing Automation, Revenue Performance Management (RPM) | Tags: ADMA, B2B
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.
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Filed under: Datarati, Events, Marketing Automation, Revenue Performance Management (RPM) | Tags: ADMA, B2B
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.
Filed under: #mktgcloud, Datarati, Marketing Automation | Tags: ADMA, Marketing Automation, Trigger based marketing
– Chris Tew, Managing Director – Alterian
Filed under: #mktgcloud, Datarati, Marketing Automation | Tags: ADMA, Analytics, Data
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.
DO NOT USE A MARKETING AUTOMATION SOFTWARE SOLUTION!
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!
Filed under: Analytics, Data, Research, Segmentation, Web Analytics | Tags: ADMA, Camera House, Data Day 2008, Optus, Visa, Woolworths
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.
|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.
Filed under: Data, Visualisation | Tags: ADMA, Data Sets, Data Visualisation
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.