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How Big Data Will Save Your Funnel
Jason GaroutteCMO, @Mintigo@jgaroutte
CONFIDENTIAL
The machines are coming.
Mintigo’s Great Marketers
Marketers Have Best Practices
CRM
Marketing Automation
Nurture tracks
Lead scoring
Content assets
55
4x4 scores
Mapped to track & stage
Segmentation Drives Success
http://blog.hubspot.com/blog/tabid/6307/bid/32848/Why-List-Segmentation-Matters-in-Email-Marketing.aspx
3% CTR
8% CTR
General email sends
Targeted and segmented nurture
Buyer’s Journey
Segment 1
Segment 2
Segment 3
Segment 4
Segment ?Your Prospect:
? ?
GeographyBehavior triggersContent downloadsDecision roleContent interest
But Segmentation is Complex
- Write 3,125
pieces of
content
Can’t Automate Dialogue
d“Press 1 if you’re frustrated.”
A/B Testing Has Limitations
SegmentMessage A
Message B
Asking Has Limitations
Case study from Marketing Sherpa: http://www.marketingsherpa.com/article/case-study/5-steps29#
• Mandatory opt-in tracks
• 40% of subscribers purchased
• But only 4% opt-in
Tracking Has Limitations
If machines can win on Jeopardy…
Machines Can Find the Way
webinar
Content marketers
CTR
+157%
Profs & higher edu
Directors & VPs
+170%
-35%
Hubspot users
-30%
And Machines Deliver Results
Before After Lift
Open 15% 20% +33%
Open-to-click 11% 18% +64%
Total click 1.65% 3.60% +118%
Big Interest in Big Data
Cloud Computing
Big Data
• Websites• LinkedIn• Facebook• Blogs• Tumblr
A Ton of New Data
• Twitter• News articles• Press releases• Job boards• Databases
2.5 quintillion bytes per day
90% created in last 2 years
- IBM
See Interest and Influence
http://www.smrfoundation.org/2010/05/18/mapping-connections-among-twitter-users-who-tweet-crm-scrm-and-social-graph/
Data is Amazingly Accessible
https://www.facebook.com/about/graphsearch
Playing with Facebook
Playing with Facebook
Playing with Facebook
Playing with Facebook
Selling with Facebook
Selling with Facebook
Even Your Profile Tells a Story
• Smiling people 3.8x more likely to respond to cold email• People who give LinkedIn recommendations 4.2x more likely to respond
Machines Connect the Dots
Business Model Org chart
SpendingTechnologies
Social Profiles
Machines Learn by Example
Your Examples Data Collection Big Data Analytics
Humans Wouldn’t See This
CONFIDENTIAL
Dinosaur Data is Extinct
• Industry ?
• Revenue ?
• Titles ?
SIC codes establishedin 1937
Finding a Hidden Segment
Salesforce Users
Advanced digital marketers• Content marketing• Social links• JQUERY in website
15X more likely
Marketing Can Be Random
Machines find the shortcuts.
…When You Plan Campaigns
Don’t waste an email inviting execs to
webinars
Webinar Registration
3.8%
1.5%0.7%
ManagerDirector
Vice President
…When You Segment Lists
CTR from 2% to 8%
Ideal
Prospects
80/20sweet spot
Your
List
…When You Score Inbound
+20% leads
…When You Write Content
Machines find interests
Marketo
Eloqua
Spend on AdWords
Ω
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