4 must-have ingredients for higher campaign roi

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4 must-have ingredients for higher campaign roi

intelligent campaigns


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!


why campaign roi

Campaigns are the vehicle for demand, acquisition, & revenue


80% of marketing executives surveyed say they need to restructure marketing

to better support the business Economist/Marketo

why campaign roi


Just 6% are effective at developing compelling messages and executing

measurable campaigns CMO Council

why campaign roi


73% marketing executives now carry performance quotas

Demand Gen Report

why campaign roi


58% are unable to accurately attribute success across the funnel

B2B MAGAZINE

why campaign roi


roadmap for our presentation

SEGMENT TARGET PERSONALIZE MEASURE ➪ ➪ ➪


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


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


ideal customer profile beyond internal data

market segmentation Total-addressable-markets

Identify prospects

Develop new marketing campaigns


Source: Slideshare, Humans are predictable


who looks similar? who is most likely to convert? customer segmentation


richer segmentation = better targeting customer segmentation


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


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


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.


segment & target for smarter campaigns

customer segmentation market segmentation campaign

intelligence


The Audience : State of Salesforce 2015


The Channels : State of Salesforce 2015 Advertising Email

Partners


How to get the right metrics

Partner Tracking

Campaign Tracking


How to measure campaign influence

Johnny ROI [email protected] 415-555-5555Metrics Matter

Jane ROI [email protected] 415-444-4444 EvaluatorMetrics Matter


How to measure campaign influence

›  Attribution Models •  Single Touch

•  Multi Touch


The campaign influence model you choose needs to work for

your business.

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Q&A


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