programmatic marketing in action 2015

Programmatic

Marketing

in action@lyndonwong

Programmatic 2015

San Francisco

What is

programmatic

marketing?

Two

Defining

Trends

Consumers prefer digital

communications and media

>> generates data stream

Producers aim to provide

more value for less>> via software acting on data

Envision

Your

B2B SaaS

startup

Sales-served purchase

Self-served purchase

Discover Renew & Refer

Customer Journey

to your startup

Visit

Website

Attend

event Request

DemoEvaluate

Negotiate

purchase




Visit App

Store

Visit

Website

Review

Content

Signup for

free account

Confirm

value

Upgrade /

subscribe

Attend

event Request

DemoEvaluate

Negotiate

purchase




How to assist

these journeys?




How to assist

these journeys?



Ad

Tech

Mar

Tech

high volume

B2C methods

high service

B2B methods


Your Funnel Goals

Visit Website

1M

5% Signup

50K

25% Use

12.5K

25%

Pay

3.1K

50% paid clicks

@ $4 CPC

($2M)

TAC

$2.5M revenue

$0.5M income

$100 monthly subscription

x 8 month avg tenure

$800 avg LTV per subscr

x 3.1K paid upgrades


Your Stack

lookalike

Socedo

get clicks

via twitter

Wordpress

present content

accept requests

signup users

Segment

collect

user data

Mixpanel

recognize

patterns

Intercom

engage

users

Salesforce

track rep activity



lookalike

Socedo

get clicks

via twitter

Wordpress

present content

accept requests

signup users

Segment

collect

user data

Mixpanel

recognize

patterns

Intercom

engage

users

Salesforce

track rep activity

Stack Traits

Amazon Redshift >> Big Data analysis

Native Ads

Programmatic

Advertising

Export segmented user data

● Closed loop to optimize across customer lifecycle

● Quickly deployed at low cost (total < $1K /month)

● Completely self-service for agile iteration

Stack Merits

Consumers

served by

Producers who

are continuously

Relevant.

Efficient.

Personal.

Responsive.

Programmatic

Promise

@lyndonwong

Thoughts?