Automate your Marketing and Increase ROI-final
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Transcript of Automate your Marketing and Increase ROI-final
2014 Creative ForumChange the Conversation
#IMCACreative
www.imcanet.com
@IMCAnet #IMCACreative
Thank You
#IMCACreative
Automate Your Marketing and Increase ROI
Tom Pytel and John Reints
What is Digital Marketing?
The Digital Marketing Tree
Do you have a Digital Strategy?
Always start with analytics.
The Digital Marketing Tree
Defining the Analytics
• Website Data• All Web based entities• Landing Pages• New vs. Returning Visits• Market Cycle
• This is the When• Email Data
• Open Rates• What content is being viewed• Click through rates
• A/B test results• Subject Lines • Call to Actions
What Analytics are we talking about?
Where are your potential customers located?
PROVE IT. The C-suite demands it.
Understanding the Analytics
The DATA Matters
• Helps show market penetration• Shows EFFECTIVENESS of your
campaigns.• Addresses Segmentation • Shows where you can improve
reach or brand awareness. • Establishes new targeted
marketing opportunities
Your job is to interpret data and fill in the gaps!
The DATA MattersNew vs. Returning Visits
Connect Marketing Touch-Points
Lead GenerationHow big is your net?
Know where your prospects are!
Track Digital Behavior
How many times did your prospect…Visit your website in the last 60 days? What content were they looking at?
Did they download a white paper? Did they submit a form?
Are you tracking this data?
Is this behavior related to a current marketing campaign?
Differentiating Prospects
Lead Scoring
10 150 60
CRM Systems Fill your pipeline with qualified opportunities
CAMICO – 2013 Pipeline: $13,674,000
CRM Systems How Good is Your Data?
If your data isn’t good then you are wasting your time.
Collecting Lead Data
Is this good enough?
Data Points Matter• 38 Data Points Collected
• This is not industry standard• Only do this if your “carrot” is
strong enough• Would having a complete lead
profile help your sales team better qualify a prospect?
• Would you be able to segment your leads into smaller buckets based on the data you collect?
• This creates highly targeted campaigns.
Would you be able to create automated emails programs that deliver personalized content based on the answers provided to your prospect?
Core Objectives
Marketing Automation Statistics
The Ultimate Goal
Takeaways and Questions
• Do your research• Build a short and long term digital strategy• Develop base line metrics – For analytical data comparison – For calculating ROI
• Continue to analyze the DATA– For digital trends and anomalies
• Use everything you’ve learned to Automate your marketing and increase your ROI