ARR04'08 PLAGIARISM Anti-Copy/Paste Campaign Allan Roi Roño.
4 Must-Have Ingredients for Higher Campaign ROI
Transcript of 4 Must-Have Ingredients for Higher Campaign ROI
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4 must-have ingredients for higher campaign roi
intelligent campaigns
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audio check Use the chat window if you can’t hear or we
cut out! recording & slide deck Both will be sent within 24 hrs post-
webinar! questions Answers at the end–don’t miss chance for
free consulting from the experts!
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why campaign roi
Campaigns are the vehicle for demand, acquisition, & revenue
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80% of marketing executives surveyed say they need to restructure marketing
to better support the business Economist/Marketo
why campaign roi
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Just 6% are effective at developing compelling messages and executing
measurable campaigns CMO Council
why campaign roi
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73% marketing executives now carry performance quotas
Demand Gen Report
why campaign roi
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58% are unable to accurately attribute success across the funnel
B2B MAGAZINE
why campaign roi
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roadmap for our presentation
SEGMENT TARGET PERSONALIZE MEASURE ➪ ➪ ➪
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precision v. spray
Segmentation: Process of dividing markets into distinct subsets with common needs and characteristics.
● Select one or more segments to target Mass Marketing: Same product and marketing mix for everyone. ● Efficient ● Cost per unit is inexpensive ● Low market research cost
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two types of segmentation
customer segmentation Who buys, and who doesn’t
Which are campaigns most effective
Which leads should be prioritized
market segmentation Total-addressable-markets
Identify prospects
Develop new marketing campaigns
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ideal customer profile beyond internal data
market segmentation Total-addressable-markets
Identify prospects
Develop new marketing campaigns
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Source: Slideshare, Humans are predictable
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who looks similar? who is most likely to convert? customer segmentation
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richer segmentation = better targeting customer segmentation
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1. Analyze current customers 2. Define firmographic criteria 3. Buy & crawl a multitude data sets
4. Merge, dedupe, append CSV files 5. Have analyst run reports
6. Upload files to CRM 7. Build out lists & custom reports 8. Rinse & Repeat….
traditional market segmentation is complex market segmentation
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targeting the largest market opportunity
SEGMENT A
Converted 7x as o7en
SEGMENT B
Converted 5x as o7en
100 Share of Market (Customers)
100 Known Market (In CRM)
1000 Total-‐Addressable-‐Market
market segmentation
SEGMENT A SEGMENT B
100 Share of Market (Customers)
1000 Known Market (In CRM)
8,000 Total-‐Addressable-‐Market
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case study high-grow software firm discovers gold
SEGMENT A SEGMENT A
Avg. Lead-‐to-‐Opportunity: 12% Only 3.5k
Simultaneous customer segmenta@on with market segmenta@on enabled marke@ng to iden@fy & priori@ze markets with 3x the available market and with 40% liU in predicted conversion.
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segment & target for smarter campaigns
customer segmentation market segmentation campaign
intelligence
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The Audience : State of Salesforce 2015
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The Channels : State of Salesforce 2015 Advertising Email
Partners
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How to get the right metrics
Partner Tracking
Campaign Tracking
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How to measure campaign influence
Johnny ROI [email protected] 415-555-5555Metrics Matter
Jane ROI [email protected] 415-444-4444 EvaluatorMetrics Matter
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How to measure campaign influence
› Attribution Models • Single Touch
• Multi Touch
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The campaign influence model you choose needs to work for
your business.
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Q&A
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