How Big Data Will Save Your Funnel

Jason GaroutteCMO, @Mintigo@jgaroutte

CONFIDENTIAL

The machines are coming.

Mintigo’s Great Marketers

Marketers Have Best Practices

CRM

Marketing Automation

Nurture tracks

Lead scoring

Content assets

55

4x4 scores

Mapped to track & stage

Segmentation Drives Success

http://blog.hubspot.com/blog/tabid/6307/bid/32848/Why-List-Segmentation-Matters-in-Email-Marketing.aspx

3% CTR

8% CTR

General email sends

Targeted and segmented nurture

Buyer’s Journey

Segment 1

Segment 2

Segment 3

Segment 4

Segment ?Your Prospect:

? ?

GeographyBehavior triggersContent downloadsDecision roleContent interest

But Segmentation is Complex

- Write 3,125

pieces of

content

Can’t Automate Dialogue

d“Press 1 if you’re frustrated.”

A/B Testing Has Limitations

SegmentMessage A

Message B

Asking Has Limitations

Case study from Marketing Sherpa: http://www.marketingsherpa.com/article/case-study/5-steps29#

• Mandatory opt-in tracks

• 40% of subscribers purchased

• But only 4% opt-in

Tracking Has Limitations

If machines can win on Jeopardy…

Machines Can Find the Way

webinar

Content marketers

CTR

+157%

Profs & higher edu

Directors & VPs

+170%

-35%

Hubspot users

-30%

And Machines Deliver Results

Before After Lift

Open 15% 20% +33%

Open-to-click 11% 18% +64%

Total click 1.65% 3.60% +118%

Big Interest in Big Data

Cloud Computing

Big Data

• Websites• LinkedIn• Facebook• Blogs• Tumblr

A Ton of New Data

• Twitter• News articles• Press releases• Job boards• Databases

2.5 quintillion bytes per day

90% created in last 2 years

- IBM

See Interest and Influence

http://www.smrfoundation.org/2010/05/18/mapping-connections-among-twitter-users-who-tweet-crm-scrm-and-social-graph/

Data is Amazingly Accessible

https://www.facebook.com/about/graphsearch

Playing with Facebook

Playing with Facebook

Playing with Facebook

Playing with Facebook

Selling with Facebook

Selling with Facebook

Even Your Profile Tells a Story

• Smiling people 3.8x more likely to respond to cold email• People who give LinkedIn recommendations 4.2x more likely to respond

Machines Connect the Dots

Business Model Org chart

SpendingTechnologies

Social Profiles

Machines Learn by Example

Your Examples Data Collection Big Data Analytics

Humans Wouldn’t See This

CONFIDENTIAL

Dinosaur Data is Extinct

• Industry ?

• Revenue ?

• Titles ?

SIC codes establishedin 1937

Finding a Hidden Segment

Salesforce Users

Advanced digital marketers• Content marketing• Social links• JQUERY in website

15X more likely

Marketing Can Be Random

Machines find the shortcuts.

…When You Plan Campaigns

Don’t waste an email inviting execs to

webinars

Webinar Registration

3.8%

1.5%0.7%

ManagerDirector

Vice President

…When You Segment Lists

CTR from 2% to 8%

Ideal

Prospects

80/20sweet spot

Your

List

…When You Score Inbound

+20% leads

…When You Write Content

Machines find interests

Marketo

Eloqua

Spend on AdWords

Ω

Want the Mintigo eBook?

Jason@mintigo.com

@mintigo

Step by step guide to finding your personas