CMO presentation Aug15
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Transcript of CMO presentation Aug15
Next Generation Marketing
Going digital to deliver ground breaking results
Scott Combes
Commercial Marketing Director
DELL Australia and New Zealand
CMO Summit 2015. RACV Royal Pines Resort, Gold Coast. 17-19 August 2015
Technology trends are forcing changes
based on modelling customer profiles and propensity modelling
15,000 leads
30% of all pipeline putting increasing pressure
on marketing performance
ROI
90% follow up@ declinewith traditional vehicles such as email losing effectiveness
landscape with new and nimble competitors and pricing pressures
Competitive
2
came from these leads
every lead, every quarter.
We are at the intersection of Traditional & New Marketing
Early to mid funnel consideration driven by Digital Content Amplification
Early Stage Mid Stage Late Stage
Consideration
Conversion
SEM & Social Media
(Infographics)
3rd Party webinars
Content Synd: Whitepapers,
Analyst reports, Trend reports
Webinars
Eloqua Nurture &
Lead Concierge
70%
Product
eDMs
Organic
Search
Webinars
Just keeping
up to date
Have early indications
of a need and
searching for a solution
Interested in
a solution, researching
vendors
Evaluating solutions
Seeking proof points
Negotiation and
purchase
Sales Engagement
Awareness
2013 2015
The Result:
6000 conversations Key decision makers Over 18 months
MRL to Converted revenue: 160 days
Content Download
MRL Lead Nurture Lead
Converted (100%)
Sales Follow-up
3
$
28
55% of all digital leads have
converted into pipeline
NextGen Marketing
Achieving marketing objectives and strategies (in this new environment) will require
a much more granular analysis of customers
and prospects than ever
before”-A Marketers Guide to Analytics
Data: Single Customer Universe
Decisions: Delivering Insight
Execution: Real-Time
• Consolidated Universe
• Synthesized Identities
• Mapped Marketing Activity
• Agile Learning (CJDM visualization)
• Determines Next Best (Scoring)
• Provide Data to Execute (Masterfile)
• Customer Journey (CRM & Digital)
• Marketing Qualification (Lead Process)
• Sales Funnel Efficiency (SFDC)
TableauCJDM Interface
LatticeMascotEloqua
CMAP
SalesEdge
Digital (Mediamath)
MDF
D3
3rd
Party
Captix??
BACKUP SLIDES