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Month Day, Year
Gary DeAsi
Senior Manager, Corporate & Digital Marketing
SmartBear Software
@gdaz
Two-time Marketo Champion
2013 Revvie Award Winner - Most Dramatic Business Impact
2014 Revvie Award Winner - Most Creative Integrated Marketing Campaign
The Art & Science of Revenue-
Centric Marketing in a Digital World
Page 2
7M+
downloads
2M+
users
25K+
organizations
90
countries
12+products
Team
3 5
Page 4
art
something that is created with imagination and skill and
that is beautiful or that expresses important ideas or
feelings
skill acquired by experience, study, or
observation <the art of making friends>
the ability to use
one's knowledge
effectively and
readily in execution
or performance
Page 5
science
knowledge about or study of the natural world based on
facts learned through experiments and observation
> scientific method
principles and procedures for the systematic pursuit of
knowledge involving the recognition and formulation of a
problem, the collection of data through observation and
experiment, and the formulation and testing of hypotheses
Page 6
“rational”
(cognitive)
“emotional”
(affective)
Page 7
2009
“From Head to Heart, Paper to Monitor:
Rational & Emotional Advertising Content in Digital Media”
2015
Page 9
The Golden Circle
What?
(Products/Services)
How?
(Value Prop)
Why?
(The Cause)
Page 10
Page 11
“I have a dream”
NOT
“I have a plan”
Page 12
The Golden Funnel
What?
Products/Services
How?
Value Prop
How?
What?
Why?
Marketing
Marketing
Automation
Marketo
Page 13
Early Stage
Page 14
Middle Stage
Page 15
Late Stage
Page 16
Engaging
Digital
Content
the art and
science of…
Useful
Easy
Relevant
Social
Mobile
Consumable
Quality
Anatomy of Engaging Digital Content
User Experience
Interesting
The Art and Science of Revenue-Centric Marketing in a Digital World
Page 19
Digital Content Transformation
PDFs Digital, Interactive
Page 20
Digital Content Transformation
Email Landing Page Social
Page 21
Website
Social
BlogEmail
Advertising
PPC
PR
Events
Automated Nurture
Content Metrics: Channels/Sources
Channel Lead/Opportunity
Web/Organic 22.86%
Blog 20.00%
Paid Media 6.36%
Nurture 5.26%
Email 4.83%
PPC 1.29%
• Email Engagement
• Click-through rate
• Program successes
• Social Engagement
• Inbound search traffic
• Conversions (#/%)
• Net new leads
• Opportunities (#, $)
• % Conv/Opp
Metrics
Content Metrics
Variables
• Funnel stage/stream
• Timing
• Age of content
• Length of sales cycle
• Opportunity stage
• Spend
• Impressions
• Attempts/Casts
• Gate or no gate?
Page 24
events
Page 25
The Art and Science of Revenue-Centric Marketing in a Digital World
“Thanks for
stopping by
the booth!”
Event Follow Up
Event Metrics
• # leads captured
• Cost/Lead
• % attendees captured
• % leads with notes
• % leads with grades
• Follow-up conversions
• Opportunities Influenced
Page 29
Getting Creative
with Data and
Marketo Objects!
Page 30
Smart Campaigns
Lists
Forms Fields Segmentations
Landing Pages
Programs
Page 31
Lead Score
+20
“Content Counter Fields”
Problem: Scaling nurturing/scoring, efficiency, content reporting.
Content Count
2
+
Page 32
Dynamic Lead Scoring
20 0 100 0
Highest Market Score:
API
Page 33
Tossing the
balls together
The Art and Science of Revenue-Centric Marketing in a Digital World
Page 35
The Challenge
Previous Record Q2 Q4
5 weeks to launch…
+25%
Page 36
Back to the drawing board…
Page 37
Step 1: Ladies and Gentleman,
our Sales Engineers!
The Art and Science of Revenue-Centric Marketing in a Digital World
Step 2: Sales Reps “Leak” Internal
Marketing Email Prior to Promo Launch
FW: 2X
Page 40
Q2 Promo Conversions Q4 Promo Conversions
Page 41
Website
Social
Blog
Email
PPC
Paid
Step 3: Widen the Funnel
Page 42
Most Content Downloads in Quarter
Impact of Scoring on Conversion
Revenue: 207% of Goal
Q4 2012 Sales Promo Q2 2013 Sales Promo Q4 2013 Sales Promo
$
December 31
Page 46
Takeaways
Thank You!

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Dhanuka Agritech Limited - Sales and Marketing Intern
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The Art and Science of Revenue-Centric Marketing in a Digital World

Hinweis der Redaktion

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  3. We actually piloted our first product-specific lead scoring algorithms utilizing basic behavioral and demographic data that quarter to help with targeting and identifying our best bets to convert on the promo for both marketing and sales. The chart here gives an idea of some of the impact that this had – leads with both a positive behavioral and demographic score for this particular product converted on the promo 4200% higher than leads that had shown interest in the product in the past but hadn’t recently engaged. We also used the scoring to setup custom views and reports in SFDC for sales reps and managers to help them focus on their best bets, and setup custom “buying sign” alerts in marketo so they’d be notified when customer exhibit specific purchasing behaviors.