THE 10 Ways that Digital Marketing + Big Data =

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THE 10 Ways THaT

DigiTal MarkETing +

Big DaTa =

salEs ProDucTiviTy

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 RevenueEnginesTM

digital marketing automation and sales enablement programs, DemandAnalyticsTM _{predictive analytics}

and reporting solutions, MarketBlueprintTM

implementation playbooks for fully leveraging

digital technologies, and SQ IndexTM _{for social media}

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Customers 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.

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.

This guide contains 10 ways you can connect marketing to sales to fuel your revenue growth:

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CeOS Are TODAY’S mArkeTing

TeCHnOlOgiSTS

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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

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DigiTAl

mArkeTing mix

CAn nOW be

OPTimizeD

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, emails, and mobile platforms. These new big data algorithms lower the cost of lead acquisition and conversion across your owned and paid digital

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SOCiAl

meDiA DATA

enHAnCeS

SeArCH

mArkeTing

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,

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.

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leAD

generATiOn

beCOmeS THe

beginning, nOT

THe enD gOAl

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

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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 re-serve them content in the next email 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.

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leAD SCOring

iS THe keY

TO SAleS

PrODuCTiviTY

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

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mArkeTing

inSigHTS

PrODuCeS

beTTer SAleS

enAblemenT

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uP-Sell AnD

CrOSS-Sell

CuSTOmerS

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

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.

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

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COnneCTing

mArkeTing

AnD SAleS

inSigHT TO

ACHieve

CuSTOmer

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,

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10

TOmOrrOW’S

CeOS Are

TODAY’S

mArkeTing

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

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.

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.

Contact us at 888-468-6658 or Market-bridge.com.

marketbridge solutions

Go-to-Market Strategy and

Resource Planning Digital Relationship Marketingand Sales Enablement

Performance Reporting and Predictive Analytics

lien

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mArkeTbluePrinT™ revenueengineS™