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1 © KRONOS INCORPORATED May 20, 2014 © KRONOS INCORPORATED May 20, 2014 © KRONOS INCORPORATED May 20, 2014 Leveraging Technology to Gain Marketing Edge Brought to you by SalesPanda Sumeet Doshi Head of Marketing & Alliances - India at Kronos

Leveraging technology to gain marketing edge

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Page 1: Leveraging technology to gain marketing edge

1 © KRONOS INCORPORATED May 20, 2014 © KRONOS INCORPORATED May 20, 2014 © KRONOS INCORPORATED May 20, 2014

Leveraging Technology to Gain Marketing Edge

Brought to you by SalesPanda

Sumeet Doshi

Head of Marketing & Alliances - India at Kronos

Page 2: Leveraging technology to gain marketing edge

2 © KRONOS INCORPORATED May 20, 2014

Obama and the Power of A/B Test

• Obama on campaign trail in 2007

• Hires Dan Siroker from Google to run campaigns

• Campaign’s greatest challenge – turning site visitors into subscribers

• A luminous turquoise photo of Obama and a bright red “Sign Up” button

• Siroker provided alternatives - ”Learn More,” “Join Us Now,” and “Sign Up Now”. Learn More up by 18.6%

• Black-and-white photo of the Obama family outperformed the default turquoise image by 13.1%

• Using both the family image and “Learn More,” signups increased by a thundering 40 percent

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3 © KRONOS INCORPORATED May 20, 2014

The Result?

• By the end of the campaign, it was estimated that a

– full 4 million of the 13 million addresses in the campaign’s email list,

– and some $75 million in money raised, resulted from Siroker’s careful experiments.

Source: Wired

I am a big believer in reason and facts and evidence

and science and feedback—everything that allows

you to do what you do. That’s what we should be

doing in our government. – Obama

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4 © KRONOS INCORPORATED May 20, 2014

A/B Testing

• First tried by Google in 2000

• Today A/B is Ubiquitous

• In 2011 Google ran more than 7000 A/B tests on its search algorithm

• Amazon, eBay etc also perform A/B tests regularly

A/B testing is a powerful tool for

marketers. But that’s only the tip of the

iceberg

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5 © KRONOS INCORPORATED May 20, 2014

Its All About Data

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6 © KRONOS INCORPORATED May 20, 2014

Marketers Feel Underprepared

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Who are you?

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8 © KRONOS INCORPORATED May 20, 2014

What can they sell you?

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9 © KRONOS INCORPORATED May 20, 2014

The Fundamental Shift In Buying Behavior

696K

The Discovery Call

The Web

vs.

Tech buyers now conduct 3/4 of all research on-line

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10 © KRONOS INCORPORATED May 20, 2014

Based on this shift, Companies require a way to track and react to “Digital Body Language”

Digital Body Language = the aggregate of all the digital activity collected on an individual.

Digital Body Language

email opened

or clicked

web visit

form submit

search on

Google

referral from a social media

webinar attend

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11 © KRONOS INCORPORATED May 20, 2014

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12 © KRONOS INCORPORATED May 20, 2014

Marketing Automation Platforms

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13 © KRONOS INCORPORATED May 20, 2014

• Know what your prospects are interested in

• Target your communications

• Accelerate the Sales Process!

Why MAP?

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14 © KRONOS INCORPORATED May 20, 2014

Eloqua for Marketing

Digital Body

Language

Campaign Management

•Batch & Blast Communication

•Segmentation Marketing

•Event-triggered Marketing

•One-to-one personalization

•Real-time, multi-channel marketing

•Tactical metrics

•Segment analysis

•Conversion metrics

•Pipeline and influenced Revenue

Marketing Effectiveness

Contact Management

•Data Profiling

•Data Cleanse/Append

•Data Acquisition

•Inline/Real-time Data Mgmt

•Segment/Permission Mgmt

Lead Management

•Lead Management

•Lead Scoring

•Lead Routing

•Lead Nurturing

•Real Time Lead Alerts

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15 © KRONOS INCORPORATED May 20, 2014

What if you had all that direct insight into your customers’ interests?

And you could view a profile of your current prospects directly from CRM?

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16 © KRONOS INCORPORATED May 20, 2014

To Summarise

Technology Makes “Classic Marketers” the Neanderthals of Digital World

Classic Marketer has two choices

- Embrace and Adapt

- Become Irrelevant and Unemployed

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17 © KRONOS INCORPORATED May 20, 2014

To find the right solutions for your

automation needs, please visit

www.salespanda.com

or write to [email protected] for

a free consultation