THE 10 Ways that Digital Marketing + Big Data =

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1 1 Ways that Digital Marketing + Big Data = Sales Productivity The best global companies are transforming the way they market and sell. Here s how! Evolves into Digital TOP 10

2 about us MarketBridge is a leading global provider of digital marketing, sales enablement, and customer analytics solutions for Fortune 1000 and emerging growth companies. We help companies scale revenue growth and increase sales productivity by increasing digital customer engagement (social, mobile, on-line communities, e-commerce) and building robust customer analytics engines that focus marketing investments and sales activity on the right customers, with the right messaging and solution, through the right marketing and sales channels. Our core solutions include RevenueEngines TM digital marketing automation and sales enablement programs, DemandAnalytics TM predictive analytics and reporting solutions, MarketBlueprint TM implementation playbooks for fully leveraging digital technologies, and SQ Index TM for social media performance tracking and competitive benchmarking. Visit our website at Market-Bridge.com Go-To-MKT Bethesda, MD San Francisco, CA

3 in this guide s across every industry are changing the way they engage with your brand. They are increasingly adopting online, social, and mobile ways of finding about products and solutions, comparing options, and completing a purchase. 1 This guide contains 10 ways you can connect marketing to sales to fuel your revenue growth: The best companies are transforming the way they market and sell, to not only respond to this change but also capture valuable data along the customer s journey. When the right digital marketing and business intelligence tools are applied correctly, the result can be dramatically improved customer engagement, deeper analytic insights, and faster growth in salesforce productivity Evolves Evolves into Digital into Digital Digital Marketing Mix can Now Be Optimized 03 Social Media Data enhances targeted search marketing 04 Lead Generation Becomes the Beginning, Not the End Goal 05 Digital Audience Engagement Nurtures the 95% Lead Scoring is the Key to Sales Productivity Marketing Insights Produces Better Sales Enablement Up-Sell and Cross-Sell s Uniquely with Analytics Connecting Marketing and Sales Insights to Achieve Loyalty Tomorrow s CEOs are Today s Marketing Technologists

4 1 Evolves into Digital For years, customer segmentation was mainly based on demographics, actual purchase transactions, and (inconsistently) documented CRM interactions by sales reps. Now, marketing automation platforms like Marketo and Eloqua deliver breakthrough marketing behavioral data on interactions with demand generation and lead nurturing campaigns before purchase consideration. Not only is this new data in substantially higher volume than CRM or purchase history data, but this data delivers new insights into preferences that can inform future campaigns and sales calls. Evolving your segmentation into new digital personas with this data allows for custom messages and timing based on preferences, resulting in much greater productivity than ever before possible.

5 12 Digital Marketing Mix Evolves can Now Be into Optimized Digital For the first time, cutting edge online media buying and optimization platforms are using big data to offer digital marketers the opportunity to use real-time ad response data across multiple online publishers, ad networks, customized promotional messages, and customer personas to dynamically adjust media buying patterns to optimize ROI. Firms like DataXu offer innovative digital media buying platforms that collect and optimize millions of online interactions with display ads, websites, s, and mobile platforms. These new big data algorithms lower the cost of lead acquisition and conversion across your owned and paid digital properties.

6 3 1 Social Media Data enhances Search Marketing Evolves into 4Digital Lead Generation Becomes the Beginning, Not the End Goal The challenge to marketers with Search Engine Marketing is targeting your message to specific, well defined customer profiles versus anonymous surfers whose search terms match your Google AdWords keywords. But with social media follower data, you can extend beyond the implied need and profile prospects and customers based on actual and intentional behavior. Growing an owned social following offers insight into who the prospect is, their preferences, Traditionally, marketers were tasked with generating more leads. The end game was to put more prospects into the top of the funnel for sales to close. But with only 5% of leads closing for any given campaign, the need to refill the top of the funnel with the next campaign was never ending. Now, the wide gap between a new marketing-generated lead and a sales-ready lead can be effectively and what they want. Marketing Automation providers are making progress on delivering on the promise of Social CRM. We can now begin to link social and traditional CRM demographics, response behavior, social influence networks, and purchase history together for greater insights than ever before for more targeted, and impactful demand generation, lead nurturing campaigns and salesforce productivity. managed with marketing automation platforms. This is no small change for marketers though, as the real work now begins once a lead is generated. Nurturing and engaging that prospect until they are a sales-ready lead is Marketing s new obligation. Only then will the returns on marketing automation investments and increases in sales productivity be realized.

7 5 Digital Audience Engagement Nurtures the 95% If only 5% of prospects from any given campaign are ready to buy or engage with Sales, what do you do with the other 95%? Continue to reserve them content in the next campaign until they re ready to be the next 5% (which may be never)? NO! You now have an opportunity to build online communities for well defined affinity groups (sub-segments of your target audience based on common persona characteristics). These online communities should be branded, member-based mobile and desktop websites and social channels where your target audience can regularly access relevant content before they re ready to buy. Additionally, the content you serve should follow each buyer persona s path and lead your audience from the learning stage to the ready to buy stage. JOIN THE COMMUNITY

8 16 Lead Scoring is the Key Evolves to Sales into Productivity Digital Not all leads are created equal some need to be disqualified, some need to be nurtured and some need to be sent to sales immediately. To effectively adjudicate new and nurtured leads, you need to have qualification and scoring system in place. A Marketing Automation system like Marketo linked to a CRM system like salesforce.com is a requirement to nurture, score, and feed your sales reps qualified prospects only when they re ready to be engaged. For marketers, this requires a highly quantified approach to increasing and decreasing a prospect s readiness score over time and multiple interactions. While there initially may be some trial-and-error to the optimal scoring formula, in time Sales will thank you. Sales will close more deals this way because the scored prospects that Marketing triggers for Sales to call in the CRM system will be more ready to consider purchase.

9 7 1 Marketing Insights Produces Better Sales Enablement Evolves into Digital 8 Up-Sell and Cross-Sell s Uniquely with Analytics Sales wants to close more deals. The more your sales reps know about a prospect s preferences and intentions the better they ll be at engaging to close that deal. By analyzing interaction data from marketing programs and purchase history, you can deliver insights to Sales on which prospects are likely to respond the different sales messages and the timing of when those messages produce the best close rates. Those Analyzing customer purchase behavior to find buying patterns can produce immediate revenue growth. At the moment of sale (or soon thereafter) growing deal size and transaction margins is possible (and even likely) with the right predictive analytics around next relevant offer based on past, like-customer buying behavior data. Not only can sales reps increase productivity by adding on options that other similar customers most often purchased customer insights and buying behavior data can and should be pushed to sales reps automatically via CRM. By leveraging the customer preference data generated from your marketing automation and CRM systems, you can now serve all of your content, down to the sales call, tailored to the individual. (think of Amazon.com s customers who bought this also bought that ) but marketers can now serve custom messages, at pre-defined times, through preferred mediums (e.g., mobile, social, ) to stimulate additional engagement and pipeline potential.

10 19 Connecting Marketing Evolves and Sales into Insight Digital to Achieve Loyalty Traditionally, once a new customer was acquired, Sales would own the relationship with only periodic demand generation support from Marketing. But the rapid adoption of digital engagement technologies by customers now requires Marketing to continually gain more knowledge and 1-to-1 intimacy of an existing customer s needs from all sources. It is now Marketing and Sales joint responsibility to analyze customer data from social media channels, marketing automation platforms, CRM systems, and purchase history databases to identify drivers of loyalty and the highly specific programs needed to target customers with diverse purchase requirements, history, and needs to deepen that loyalty.

11 10 1 Tomorrow s CEOs are Evolves Today s into Marketing Digital Technologists Perhaps the biggest impact that digital marketing and big data analytics will have on sales productivity will be the changing role and importance of the sophisticated marketing technologist. The fastest growing firms today are lead by visionaries that are the quickest to respond to changing customer preferences, capitalize on the exponentially growing access to sales and marketing data, and link these insights to fuel revenue growth. The next generation of business leaders will require deep knowledge of how to engage customers digitally and leverage data analytics to create differentiation and long-term competitive advantage.

12 solutions for scalable revenue growth MarketBridge is a leading global provider of digital marketing, sales enablement, and customer analytics solutions for Fortune 1000 and emerging growth companies. marketbridge solutions We help companies scale revenue growth and increase sales productivity by increasing digital customer engagement (social, mobile, on-line communities, e-commerce) and building robust customer analytics engines that focus marketing investments and sales activity on the right customers, with the right messaging and solution, through the right marketing and sales channels. marketblueprint Go-to-Market Strategy and Resource Planning Plan Measure Execute revenueengines Digital Relationship Marketing and Sales Enablement Contact us at or Market-bridge.com. demandanalytics Performance Reporting and Predictive Analytics clients