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Leveraging technology to gain marketing edge
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Transcript of Leveraging technology to gain marketing edge
1 © KRONOS INCORPORATED May 20, 2014 © KRONOS INCORPORATED May 20, 2014 © KRONOS INCORPORATED May 20, 2014
Leveraging Technology to Gain Marketing Edge
Brought to you by SalesPanda
Sumeet Doshi
Head of Marketing & Alliances - India at Kronos
2 © KRONOS INCORPORATED May 20, 2014
Obama and the Power of A/B Test
• Obama on campaign trail in 2007
• Hires Dan Siroker from Google to run campaigns
• Campaign’s greatest challenge – turning site visitors into subscribers
• A luminous turquoise photo of Obama and a bright red “Sign Up” button
• Siroker provided alternatives - ”Learn More,” “Join Us Now,” and “Sign Up Now”. Learn More up by 18.6%
• Black-and-white photo of the Obama family outperformed the default turquoise image by 13.1%
• Using both the family image and “Learn More,” signups increased by a thundering 40 percent
3 © KRONOS INCORPORATED May 20, 2014
The Result?
• By the end of the campaign, it was estimated that a
– full 4 million of the 13 million addresses in the campaign’s email list,
– and some $75 million in money raised, resulted from Siroker’s careful experiments.
Source: Wired
I am a big believer in reason and facts and evidence
and science and feedback—everything that allows
you to do what you do. That’s what we should be
doing in our government. – Obama
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A/B Testing
• First tried by Google in 2000
• Today A/B is Ubiquitous
• In 2011 Google ran more than 7000 A/B tests on its search algorithm
• Amazon, eBay etc also perform A/B tests regularly
A/B testing is a powerful tool for
marketers. But that’s only the tip of the
iceberg
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Its All About Data
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Marketers Feel Underprepared
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Who are you?
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What can they sell you?
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The Fundamental Shift In Buying Behavior
696K
The Discovery Call
The Web
vs.
Tech buyers now conduct 3/4 of all research on-line
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Based on this shift, Companies require a way to track and react to “Digital Body Language”
Digital Body Language = the aggregate of all the digital activity collected on an individual.
Digital Body Language
email opened
or clicked
web visit
form submit
search on
referral from a social media
webinar attend
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Marketing Automation Platforms
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• Know what your prospects are interested in
• Target your communications
• Accelerate the Sales Process!
Why MAP?
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Eloqua for Marketing
Digital Body
Language
Campaign Management
•Batch & Blast Communication
•Segmentation Marketing
•Event-triggered Marketing
•One-to-one personalization
•Real-time, multi-channel marketing
•Tactical metrics
•Segment analysis
•Conversion metrics
•Pipeline and influenced Revenue
Marketing Effectiveness
Contact Management
•Data Profiling
•Data Cleanse/Append
•Data Acquisition
•Inline/Real-time Data Mgmt
•Segment/Permission Mgmt
Lead Management
•Lead Management
•Lead Scoring
•Lead Routing
•Lead Nurturing
•Real Time Lead Alerts
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What if you had all that direct insight into your customers’ interests?
And you could view a profile of your current prospects directly from CRM?
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To Summarise
Technology Makes “Classic Marketers” the Neanderthals of Digital World
Classic Marketer has two choices
- Embrace and Adapt
- Become Irrelevant and Unemployed
17 © KRONOS INCORPORATED May 20, 2014
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or write to [email protected] for
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