Next Generation Marketing
Going digital to deliver ground breaking results
Scott Combes
Commercial Marketing Director
DELL Australia and New Zealand
CMO Summit 2015. RACV Royal Pines Resort, Gold Coast. 17-19 August 2015
Technology trends are forcing changes
based on modelling customer profiles and propensity modelling
15,000 leads
30% of all pipeline putting increasing pressure
on marketing performance
ROI
90% follow up@ declinewith traditional vehicles such as email losing effectiveness
landscape with new and nimble competitors and pricing pressures
Competitive
2
came from these leads
every lead, every quarter.
We are at the intersection of Traditional & New Marketing
Early to mid funnel consideration driven by Digital Content Amplification
Early Stage Mid Stage Late Stage
Consideration
Conversion
SEM & Social Media
(Infographics)
3rd Party webinars
Content Synd: Whitepapers,
Analyst reports, Trend reports
Webinars
Eloqua Nurture &
Lead Concierge
70%
Product
eDMs
Organic
Search
Webinars
Just keeping
up to date
Have early indications
of a need and
searching for a solution
Interested in
a solution, researching
vendors
Evaluating solutions
Seeking proof points
Negotiation and
purchase
Sales Engagement
Awareness
2013 2015
The Result:
6000 conversations Key decision makers Over 18 months
MRL to Converted revenue: 160 days
Content Download
MRL Lead Nurture Lead
Converted (100%)
Sales Follow-up
3
$
28
55% of all digital leads have
converted into pipeline
NextGen Marketing
Achieving marketing objectives and strategies (in this new environment) will require
a much more granular analysis of customers
and prospects than ever
before”-A Marketers Guide to Analytics
Data: Single Customer Universe
Decisions: Delivering Insight
Execution: Real-Time
• Consolidated Universe
• Synthesized Identities
• Mapped Marketing Activity
• Agile Learning (CJDM visualization)
• Determines Next Best (Scoring)
• Provide Data to Execute (Masterfile)
• Customer Journey (CRM & Digital)
• Marketing Qualification (Lead Process)
• Sales Funnel Efficiency (SFDC)
TableauCJDM Interface
LatticeMascotEloqua
CMAP
SalesEdge
Digital (Mediamath)
MDF
D3
3rd
Party
Captix??
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