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??

BACKUP SLIDES