With the digital age upon us, for marketers, the key to driving revenue is all about engaging customers by delivering exceptional omni-channel user experiences throughout the entire buyer's journey. The most effective approach is often one that harnesses the combined power of exercising both sides of the marketing brain'creative and analytical, chaos and order, art and science'to engage your customers on both rational and emotional levels.
In this presentation from the 2015 Marketo Marketing Nation Summit in San Francisco, two-time Marketo Champion, Gary DeAsi, shares insights on how the SmartBear marketing team has adopted an 'art and science' digital approach to drive conversion and revenue at every stage of the funnel, including initiatives that earned SmartBear back-to-back Marketo Revvie Awards in 2013 & 2014 for Most Dramatic Business Impact and Most Creative Integrated Marketing Campaign.
Topics include:
1. Digital content creation strategies optimized for engagement
2. Integrated multi-channel demand generation campaigns that resonate and move the needle
3. Getting creative with data! Custom, unorthodox applications of data & Marketo objects
4. Utilizing data to understand buyer personas, behaviors and dynamically dictate customer experiences
Dhanuka Agritech Limited - Sales and Marketing Intern
The Art and Science of Revenue-Centric Marketing in a Digital World
1. 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
4. 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
5. 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
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.