Pardot UK Seminar: Jeremy Jones (6/23/2011)

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© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic1

How DatanomicMakes Marketing

AutomationWork

June 2011

Jeremy JonesVP Marketing

Datanomic Limited

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic2

Agenda

• What is Marketing Automation?• About Datanomic• Datanomic Marketing• What Marketing Automation Offers Us• How Datanomic Exploits Automation• The Benefits We’ve Achieved

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic3

What is Marketing Automation?

• Technology that helps us work more efficiently and effectively

• But:– Value comes not from point solutions but

from an integrated technology approach– Aggregate and share accurate data– Configurability to your specific business

objectives is essential– Planning is important - understand how

workflow inputs and outputs will benefit your processes

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic4

About Datanomic

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic5

About Datanomic

• Datanomic is a leading provider of Enterprise Data Management and Risk & Compliance Screening solutions that help clients:– Remain compliant with legislation– Save money– Streamline business processes– Reduce inefficiencies– Unlock ROI– Ensure their data is Fit for Purpose

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic6

About Datanomic

• What that really means: – B2B Software vendor– SME scale budgets – ROMI is key– High unit cost of sale– Potentially long sales cycles

• 2 lines of business, targeting:– Heads of Marketing, HR, Finance,

Product/Category Management, Logistics, Compliance, AML

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic7

Selected Clients

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic8

Awards & Accolades

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic9

Analyst Endorsements

“A comprehensive platform built on modern technology with an attractive user interface. Datanomic scored top marks for Innovation, R&D and Creative Energy.”

“This makes dn:Director arguably the most flexible data quality product on the market.”

“A complete and integrated solution…and it looks great.”

“Butler Group believes dn:Director to be an impressive solution for companies looking to bolster their data quality and associated processes and practices.”

“Visionaries” Quadrant

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic10

DatanomicMarketing

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic11

Marketing Challenges

• Pressure to build significant pipeline• Small team – limited bandwidth• Small budget – in-house wherever

necessary• High cost of primary lead generation• Small sales team – deep qualification of

prospects is vital

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic12

Integrated Campaign Deployment

Google Adwords

WebEmailers

Collateral

EventsPR

TM

Marketing Automation

Data Mining CRM

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic13

Lead Nurturing Process

Data InputsCampaignPlanning Lead Gen Validation Sales Pipeline

Brief

Approval Mix Assessment

Marketing Automation

QualificationQuickStats WorkshopScoping Meeting

Webinars, SeminarsEvents, Telemarketing

Marketingmix combination

Partners, PardotOneSource, Events

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic14

Manual ‘Creeping Commitment’

Campaign

Email

TMMeeting PipelineWebinar Seminar Trade Event

PR Download

TM TM TM

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic15

What Marketing

AutomationOffers Us

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic16

Learning from Retail

• Distinguish browsers from buyers:• Allocate sliding-scale prospect

scoring to each touchpoint and prioritise key interactions

• Identify site visitors searching for specific key phrases within search engines or your site

• Prioritise those also downloading collateral

• Escalate registrations for events to shortcut the campaign cycle

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic17

Learning from Retail

• Identify larger potential deals• Dedicate greatest efforts to

closing• We’re engaged in a sales

process – predict and provoke• Keep new customers loyal for

ongoing sales• Nurture browsers to retain

front-of-mind awareness

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic18

What Marketing Automation Offers Us• Automate manual, repetitive tasks

• Automatically create CRM prospects and automatically assign owners

• Create library of reusable email templates for tactical and drip e-shots

• Central repository for all reports (Adwords, Webstats etc)

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic19

What Marketing Automation Offers Us• Achieve greater insight per customer

• Unified record for:• Web activity – page views, downloads,

searches• Telemarketing – call notes, follow-up emails• Event attendance – webinars, seminars,

trade shows• Quotes/SoWs/RFPs• Reporting heirarchies• Opportunities/Pipeline

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic20

What Marketing Automation Offers Us• Provide greater qualification detail to sales

• Identify:• Areas of interest - solutions/business issues• Level of knowledge – downloads, page views• Commitment to engage – completeness of

identity details• Engagement history – previous opportunities

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic21

What Marketing Automation Offers Us• Automatically progress suspects to

prospects via lead nurturing

Sales Mtg

TM

Emails

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic22

How Datanomic

ExploitsAutomation

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic23

Marketing Automation

• Pardot offers Datanomic:−Bi-directional CRM Integration

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic24

Pardot Salesforce.com Integration

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic25

Marketing Automation

• Pardot offers Datanomic:−‘Anonymous’ browser tracking

and conversion−Web form handling

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic26

Pardot Prospect Records

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic27

Marketing Automation

• Pardot offers Datanomic:−Full, auditable email marketing

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic28

Marketing Automation

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic29

Marketing Automation

• Pardot offers Datanomic:−Automatic escalation/trigger activities

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic30

Marketing Automation

• Pardot offers Datanomic:−Drip program management−Campaign support via automated email

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic31

Manual ‘Creeping Commitment’

Campaign

TM TM TM

Email

TM

Meeting PipelineWebinar Seminar Trade Event

PR Download

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic32

Auto ‘Creeping Commitment’

Campaign

Email

TM

Meeting PipelineWebinar Seminar Trade Event

PR Download

Email Email Email

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic33

The Benefits We’ve

Achieved

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic34

Benefits to date

• 3-year unweighted pipeline increase of 375%

• Better qualification of sales meetings – significant reduction in ‘dead’ meetings

• Single View of Customer/Prospect (in conjunction with dn:Director’s data enhancement)

• 20% reduction in manual efforts in Marketing (~£10k/year)

• Acquisition by Oracle

© Datanomic 2011 Confidential – Not to be distributed without prior written authorization from Datanomic35

Jeremy JonesVP Marketing

e: jeremy.jones@datanomic.comt: +44 (0)1223 228418

www.datanomic.com