Data Driven Marketing - Egos & EyeBalls Dont Pay the Bills

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    22-Jan-2018

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  1. 1. egos & eyeballs DONT PAY THE BILLS ANASTASIA VALENTINE CMO, VERSATURE DATA-DRIVEN MARKETING:
  2. 2. Id treat you like a queen and never 404 you. If I were a landing page, Id only want to convert you. MARKETING WE WISHED ACTUALLY WORKED pickup lines Why dont you opt-in so we can make beautiful business together? You should have dinner with me. My ROI is through the roof!
  3. 3. MARKETING & NOWthen
  4. 4. SO MANY CHANNELS, SO LITTLE TIME SOURCE: DIGITAL MARKETING TRENDS FOR 2017 - SMART INSIGHTS DIGITAL MARKETING ADVICE
  5. 5. SO YOU THINK YOURE A ROCK STAR MARKETER? My budget is bigger than your budget! My blog post got 100 million views! Our latest digital campaign got 10 billion clicks! My social share had 32 kajillion impressions!
  6. 6. YOU PROBABLY THINK THIS METRIC IS ABOUT YOU! Vanity metrics are anything that doesnt directly contribute to generating revenue for the company. Are vanity metrics even valuable? As a marketer, what do they tell you? you're so vain,
  7. 7. HOW DO I KNOW WHAT'S WORKING?
  8. 8. WE SHOULD BE USING THE SAME LENS TO VIEW METRICS SALES QUALIFIED LEAD (REVENUE-BASED QUALIFICATION) MARKETING QUALIFIED LEAD (SOFT & EASY QUALIFICATION)
  9. 9. FACT: THERE SHOULDNT BE A DIFFERENCE. BUSINESS QUALIFIED LEAD = CUSTOMER FIT + REVENUE
  10. 10. WHO ARE THE REAL MARKETING ROCKSTARS? Data-Driven Revenue-Focused Partner with Sales (SERIOUSLY!) Focused on Customer Success
  11. 11. DASHBOARDS: KEEPING MARKETERS HONESTSample: Marketing Campaign Overview Report generated by Sample: Individual Campaign Performance
  12. 12. CALCULATING ROI SIMPLE CALCULATION COMPLEX CALCULATION OVERALL MARKETING ROI (ALL CAMPAIGNS) = REVENUE (ACV, TCV, CLV) - MARKETING SPEND = +/- $$$ OVERALL MARKETING ROI (ALL CAMPAIGNS) = REVENUE (ACV, TCV, CLV) - MARKETING INVESTMENT - OVERHEAD (8-10%) - COST (COST OF GOODS) = +/- $$$
  13. 13. WHAT ABOUT THE ? DON'T THEY HAVE VALUE? warm & fuzzies Relationships PR Partnerships New Connections
  14. 14. CHECK OUT OUR STACK! PROSPECT MANAGEMENT LEAD NURTURING, SCORING, AUTOMATION, EMAIL MARKETING CUSTOMER RELATIONSHIP MANAGEMENT (CRM) WEB MONITORING CAMPAIGN PHONE METRICS PROJECT MANAGEMENT COLLABORATION (SDRs, SALES, MARKETING) DASHBOARDS, METRICS MANAGEMENT BILLING
  15. 15. MARKETING FLOW & MEASUREMENT
  16. 16. IS LIKE A MARKETER WITHOUT ANALYTICS: LOST, VISION-LESS, AND CONFUSED. me without you VISIT VERSATURE AT BOOTH 419 FOR EXPERT CHATS ON: CALL ANALYTICS MASHUPS WITH GA, SALESFORCE, AND MORE CAMPAIGN OPTIMIZATION MARKETING STRATEGIES & OUR STACK 5-MINUTE MARKETING TUNE-UPS JENGA STRATEGIES GET YOUR LINK TO OUR "ELEVATING YOUR BRAND WITH UNIFIED COMMUNICATIONS" WHITEPAPER! ENTER TO WIN A VERSATURE BUSINESS SOS PACK!