You've probably heard of these terms float around the industry with some hype behind them. But what is Big Data? What is Marketing Automation? And how do the two work together? This presentation aims to go beyond the hype words and strike the core of what marketing is all about, whilst leveraging the technologies we have available to us. The objective of defining your customer's lifecycle and current lead management process is within your business will skyrocket your ability to understand the gaps and opportunities for quick wins and drastic improvements to customer experience and bottom line pipeline and revenue. This presentation was developed for Mumbrella's Digital Marketing School in March 2015.

1. Demystifying
Big Data & Marketing Automation
A Guide to Defining a Customer Lifecycle Strategy
gregbeazley.com

2. About Me Surfers In A Dress

3. About Me
• 7+ years Agency & Client-side
• Events > Advertising > Marketing
> Consulting
• Datarati
• Marketing Automation
specialists
• Data-driven Customer
Lifecycle Marketing
• Actionable Insights
• News Corp Australia
• Blog: gregbeazley.com
surfersinadress.com

4. About You

5. Why are you here?
Your big data is all of the response and activity generated by your digital marketing efforts. The problem is,
how do you integrate all of that data in order to make more effective marketing decisions? We look at
best practice in marketing automation and how to better nurture leads through the sales funnel.
Big Data
Marketing
Automation
Improve
the journey
throughout the
Customer
Lifecycle

6. What is “Big Data”?
• Importance of Data
• Access to Technology
• Visualise & Manipulate
• Predict & Automate

7. What is “Big Data”?
• What/who for?
• Complete picture?
• What is Big Data NOT?

8. What is Marketing
Automation?
• An enabler for data-driven marketing
• Connecting the dots to Automate
(API)
• Behavioural data
CRM
Database
Marketing Automation
Database
Customers & Prospects

9. What does Marketing Automation do?
Landing Pages
Forms
Data Management
Segmentations
Measurement Pipeline & Revenue
Cookie Tracking
SMSPURLs for DM

10. What is Marketing Automation
trying to optimise?
• Revenue Cycle Funnel & Customer
Lifecycle
• Bridging the gap between Marketing
& Sales
Marketing Sales
Marketing Automation
Database
CRM
Database

11. Customer Lifecycle
Management
How to take Big Data and use
Marketing Automation to make it
useful

12. Traditional Approach
• Linear path to purchase
• Easy to control
• Drop-offs > Re-acquisition ($$$)
• Disconnect between Marketing
& Sales
Acquisition Conversion
Conversion
Small Conversion
%
Marketing Spend
$
Attract
Engage
Convert
Retain

13. Permission
• Permission to Market cross-channel
• Build a relationship
• Targeted communications (email,
display, social)
Acquisition Conversion
Conversion
Relationship
Permission loop
Permission
Capture

14. Relationship
• Market in a known way (targeted)
• Drive to first-time purchase
• We know who you are and what
you like
Acquisition Conversion
Conversion
Relationship
Permission loop
Permission
Capture
Conversion
Welcome Abandonment
Browsing & Reminders

15. Repurchase
• Buy for a second time
• Up Sell & Cross Sell other
products
• Product life cycle
Conversion
Transaction
e.g. Thank you
Repurchase loop
Cross Sell
Replenishment
e.g. prepaid, vitamins

16. Stickiness
• Brand Preference
• Competitive Differentiation
• Rewarding Loyalty
Conversion
Service Alerts
e.g. flight delays
Stickiness loop
Ratings & Reviews
Referrals

17. Win Back
• Recapture Customers from
Defection
• Avoid re-starting the cycle
Conversion
Win Back loop
Win Back

18. Re-permission
• Maintaining & recapturing
permission across channels
Conversion
Re-permission loop
Relationship
Targeted
• Targeted Campaigns throughout
the lifecycle to increase conversion

19. Customer Lifecycle
• More prescriptive approach
• More effectively map campaigns
against the lifecycle
• Automate customer experience to
help generate pipeline & revenue
Conversion
Re-permission
Relationship
Win Back
Stickiness
Re-purchase
Acquisition Conversion
Conversion
Permission
Conversion
Targeted

20. Customer Lifecycle
Campaign Ideas
1. Engage
2. Educate
3. Convert
4. Excite
5. Renew
6. Reward

21. 5 Key Takeaways for
you to action immediately
1. Understand what your current
lead management process is
• Workshop with Sales &
Marketing
• Map out the journey
(LucidChart, Visio, etc.)
• Identify gaps (why isn’t there
a Welcome Email?)
• Think of logical campaigns to
fill the gaps (what companies
do you think offer a good
customer experience?)

22. 5 Key Takeaways for
you to action immediately
2. Map out what a future state
lead management process
should look like
3. Identify the core stages in
the Customer Lifecycle
4. Identify what fields and
statuses you will need to
trigger campaign activity and
measure success
5. Assess your business’ CRM
& marketing automation
requirements and investment

23. Connect.
/in/gregbeazley
gregbeazley.com
@gregbeazley
gregbeazley@gmail.com
/surfersinadress

24. References
• Big Data:
• Marketing Technology LUMAscape
• Gartner Digital Marketing Transit Map
• Revenue Cycle Funnel:
• Marketo Revenue Cycle Funnel
• Customer Lifecycle:
• Responsys Customer Lifecycle
• Datarati Customer Lifecycle Campaign Ideas