Your big data is all of the response and activity generated by your digital marketing efforts. The problem is, how do you integrate all of that data in order to make more effective marketing decisions? In this presentation, I look at best practice in marketing automation and how to better nurture leads through the sales funnel. This presentation was developed for Mumbrella's Digital School (http://mumbrella.com.au/events/mumbrella-digital-school) on the topic of Marketing Automation and Big Data. Presented on Monday 10th March 2014. gregbeazley.com

1. Marketing Automation
Demystifying Big Data
gregbeazley.com

2. About Me
Surfers In A Dress

3. /surfersinadress
About Me
•
6 years Agency & Client-side
•
Events > Advertising >
Marketing > Consulting
•
Datarati
•
•
Data-driven Customer
Lifecycle Marketing
•
•
Marketing Automation
specialists
Actionable Insights
Blog: gregbeazley.com

4. About You

5. Why are you here?
Big Data
Better
Efforts &
Decisions
Marketing
Automation
Your big data is all of the response and activity generated by your digital marketing efforts. The problem is,
how do you integrate all of that data in order to make more effective marketing decisions? We look at best
practice in marketing automation and how to better nurture leads through the sales funnel.

6. •
What is “Big Data”?
•
•
•
Importance of Data
Access to Technology
Visualise & Manipulate
Predict & Automate

7. What is “Big Data”?
•
•
•
What/who for?
Complete picture?
What is Big Data NOT?

8. Marketing Automation
Database
CRM
Database
Customers & Prospects
What is Marketing
Automation?
•
•
•
Connecting the dots to Automate
(API)
An enabler for data-driven marketing
Behavioural data

9. Marketing
Marketing Automation
Database
Revenue Cycle Funnel
Sales
CRM
Database
Bridging the gap between
Marketing & Sales

10. What does Marketing Automation do?
Landing Pages
Forms
Cookie Tracking
PURLs
Measurement
Segmentations
Pipeline & Revenue
Data Management
SMS via Webhook

11. Engage
Attract
Conversion
Acquisition
Conversion
Marketing Spend
$
Retain
•
Traditional Approach
Convert
•
•
•
Small Conversion
%
Linear path to purchase
Easy to control
Drop-offs > Re-acquisition ($$$)
Disconnect between Marketing
& Sales

12. Permission loop
Permission
Capture
Conversion
Acquisition
Relationship
Conversion
•
Permission
•
•
Permission to Market cross-channel
Build a relationship
Targeted communications (email,
display, social)

13. Permission loop
Permission
Capture
Conversion
Acquisition
Conversion
Conversion
Relationship
Welcome
Abandonment
Browsing & Reminders
•
Relationship
•
•
Market in a known way (targeted)
Drive to first-time purchase
We know who you are and what
you like

14. Repurchase loop
Transaction
e.g. Thank you
Cross Sell
Conversion
Replenishment
e.g. prepaid, vitamins
•
Repurchase
•
•
Buy for a second time
Up Sell & Cross Sell other
products
Product life cycle

15. Stickiness loop
Service Alerts
e.g. flight delays
Ratings & Reviews
Conversion
Referrals
•
Stickiness
•
•
Brand Preference
Competitive Differentiation
Rewarding Loyalty

16. Win Back loop
Win Back
Conversion
•
Win Back
•
Recapture Customers from
Defection
Avoid re-starting the cycle

17. Re-permission loop
Relationship
Targeted
Conversion
•
Re-permission
•
Maintaining & recapturing
permission across channels
Targeted Campaigns throughout
the lifecycle to increase conversion

18. Re-permission
Permission
Win Back
Conversion
Acquisition
Stickiness
Conversion
Relationship
Conversion
Targeted
Re-purchase
Conversion
•
Customer Lifecycle
•
•
More prescriptive approach
More effectively map campaigns
against the lifecycle
Automate customer experience to
help generate pipeline & revenue

19. Customer Lifecycle
Campaign Ideas
1.
2.
3.
4.
5.
6.
Engage
Educate
Convert
Excite
Renew
Reward

20. 8 Key Takeaways
1. Buyer’s are now in control, so think about the customer experience
2. Digital fingerprints are being created across email, web, search and social media
3. Marketing must align with sales objective: revenue
4. Connect your Marketing database with your Sales/CRM database for Revenue
and ROI tracking
5. Set up a scoring model to track engagement levels to ensure you are following up
with those most likely to convert
6. Set up automated campaigns that trigger on specific types of behaviour via email,
web, search, social media and purchase activities
7. Report on campaign effectiveness by channel, by frequency, by ROI
8. Test and optimise!

21. What next?
•
What are your business
objectives?
•
What campaigns should you
be prioritising?
•
What data are you capturing
and what do you need to
capture?
•
How healthy is your data?
•
What resources would you
need to put some level of CRM
& Marketing Automation in
place?

22. /in/gregbeazley
gregbeazley.com
Connect.
@gregbeazley
gregbeazley@gmail.com

23. References
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Big Data:
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•
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Marketing Technology LUMAscape
Gartner Digital Marketing Transit Map
Revenue Cycle Funnel:
•
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Marketo Revenue Cycle Funnel
Customer Lifecycle:
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Responsys Customer Lifecycle
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Datarati Customer Lifecycle Campaign Ideas