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??

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