new frontier in digital marketing - southstart conference adelaide 2016

New Frontier in Digital MarketingPresented by: Pieter S Verasdonck

http://www.linkedin.com/in/psverasdonck

http://www.linkedin.com/in/psverasdonck

Pieter S Verasdonck:Digital Marketing ConsultantCo-Run: “Online Marketing Sydney” Meetup Group (2,200+ Members)Panel Judge: Growth Hacking CompetitionFeatured in:• Industry Expert Roundups & Blog Articles• StartupSmart Magazine• SEMRush Webinars

Spoke at: • Online Retailer 2015• SMX Sydney 2014 - Bootcamp• Advanced Online Marketing Events• Numerous Meetups

http://salescycle.agency/

Our team has experience working with…

Future of MarketingWelcome to the Technological Revolution Age

Slides: bit.ly/SouthStart2016


Credit: shutterstock.com

Future Predictions:

• Software will disrupt most traditional industries in the next 5-10 years. (Uber, Xero, AirBnB, etc)

• Computers become exponentially better in understanding the world. IBM Watson gives legal advice with 90% accuracy. (vs. 70% of humans)

• Autonomous Cars: Around 2020, the complete industry will start to be disrupted.

• By 2027, 10% of everything that's being produced will be 3D printed.

• Agricultural Robots & Health Diagnose Devices.

• 70% World will have access to information & mobile devices



Future Predictions:



What the industry thought leaders say:• Data-Driven & Predictive Analysis• Personalised (1:1 marketing)• Integrated

• Native (Doesn't feel like marketing• Mobile (Geo location triggered & targeted)

Source: Six Visionaries Speak - The Economist Intelligence Unit


Aiming for Digital Marketing Excellence

Credit: smartinsights.com

Source: getitcomms.com

Customer Segments & Buyer Persona’s:

Companies who segment customers into persona’s benefit from highly targeted and successful strategies for persuasive messaging, content marketing, product or solution launches, campaigns and sales alignment.

Key questions to ask:Who: As a (buyer persona)What: I want or need to (goal)What: The information I need (topic)When: And is most helpful when (preference)Why: So that I know or in order to (solve/value)



Source: http://www.clickz.com/clickz/column/2293905/creating-an-inbound-marketing-content-strategy

B2B Buying Funnel Stages

B2B Marketing Channel Mix Selection Criteria


Effective B2B Content Marketing Channels

Source: contentmarketinginstitute.com


ContentMatrix• What is the

purpose of the content?

• What type of content works?

https://www.distilled.net/blog/the-content-matrix/

Sales and Marketing Alignment Checklist:• Define shared metrics,

processes, rules and objectives

• Agree on a single view of the truth and embrace quality data

• Partner together to deploy and use content effectively

• Use and share technology, but only after laying a solid foundation

• Appoint separate departmental leaders with equal power reporting to an objective CEO

• Engage sales when building personas

• Respect sales and marketing quotas for mutual accountability

• Trust outsource agencies• Encourage sales and

marketing team bondingSlides: bit.ly/SouthStart2016


Data Gathering & Tracking:• Google Search Console & Bing Webmaster Tools• Google Analytics:

• Enable eCommerce Tracking• Use UTM tracking in URLs

• Google Tag Manager:• Set Goals & Events

• Facebook Tracking Pixel• A/B Testing



Business KPIs


Marketing Metrics that Matter:

Slides: bit.ly/SouthStart2016 Source: pardot.com


Its All About ROI



Things to help you out:• Resource hub/directory of free tools, templates, articles,

video & podcasts: http://jetpack.myperk.com.au/• List of Online Marketing Tools:

http://www.stephenesketzis.com/marketing-tools-list/• Work Collaboration & Project Management:

Teamwork.com, Wrike.com, Smartsheet.com• Marketing Automation Platforms:

https://www.g2crowd.com/categories/marketing-automation



http://www.visualcapitalist.com/startup-idea-already-taken/


Q & A

eMail: [email protected]

Tel: 1300 88 54 28
