data driven marketing - egos & eyeballs dont pay the bills
TRANSCRIPT
egos & eyeballsDON’T PAY THE BILLS
ANASTASIA VALENTINECMO, VERSATURE
DATA-DRIVEN MARKETING:
I’d treat you like a queen and never 404 you.
If I were a landing page, I’d only want to convert you.
MARKETING
WE WISHED ACTUALLY WORKED
pickup lines
Why don’t you opt-in so we can make beautiful business together?
You should have dinner with me. My ROI is through the roof!
MARKETING & NOWthen
SO MANY CHANNELS, SO LITTLE TIME
SOURCE: DIGITAL MARKETING TRENDS FOR 2017 - SMART INSIGHTS DIGITAL MARKETING ADVICE
SO YOU THINK YOU’RE 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!
YOU PROBABLY THINK THIS METRIC IS ABOUT
YOU!
Vanity metrics are anything that doesn’t 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,
HOW DO I KNOW WHAT'S WORKING?
WE SHOULD BE USING THE SAME LENS TO VIEW METRICS
SALES QUALIFIED LEAD(REVENUE-BASED QUALIFICATION)
MARKETING QUALIFIED LEAD(SOFT & EASY QUALIFICATION)
FACT: THERE SHOULDN’T BE A DIFFERENCE.BUSINESS QUALIFIED LEAD = CUSTOMER FIT + REVENUE
WHO ARE THE REAL MARKETING ROCKSTARS?
Data-DrivenRevenue-FocusedPartner with Sales (SERIOUSLY!)Focused on Customer Success
DASHBOARDS: KEEPING MARKETERS HONESTSample: Marketing Campaign Overview
Report generated by
Sample: Individual Campaign Performance
Report generated by
CALCULATING ROISIMPLE CALCULATION COMPLEX CALCULATION
OVERALL MARKETING ROI (ALL CAMPAIGNS)
=REVENUE (ACV, TCV, CLV)
-MARKETING SPEND
=+/- $$$
OVERALL MARKETING ROI (ALL CAMPAIGNS)
=REVENUE (ACV, TCV, CLV)
-MARKETING INVESTMENT
-OVERHEAD (8-10%)
-COST (COST OF GOODS)
=+/- $$$
WHAT ABOUT THE ?DON'T THEY HAVE VALUE?
warm & fuzzies
RelationshipsPRPartnershipsNew Connections
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
MARKETING FLOW & MEASUREMENT
IS LIKE A MARKETER WITHOUT ANALYTICS:
LOST, VISION-LESS, AND CONFUSED.
me without you
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