Transformative Marketing Megan Duncan Director of Marketing ANZ

Transformative Marketing

Megan DuncanDirector of Marketing ANZ

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Global NW / TT Marketing…

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What is Transformative marketing?• Transformative Marketing by lead gen function

Why is Transformative Marketing important?Learnings from global wins are driving our strategy

• Predictive Analytics• Content Marketing• Lead Management

Why you should get excited!

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What is Transformative Marketing?

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• Assisted Outbound “Determining the Best Call to Make”• Data, Scoring, Warm, Integrated, Email, Telemarketing

• Paid Media “Determining the Most Effective Lead to Buy”• PPC, Lead Buying, Transactional Lead Optimization

• Content Marketing “Amplifying and Creating Market-Ready Content”• Content Syndication, Social, SEO, Organic, Call-Ins

• Assisted Self-Gen “Engaging Brand Positive Interaction”• Referrals, Tradeshow Leads, Partner Marketing

Transformative Marketing by Lead Gen Function

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43%

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“Investigate and adopt predictive analytics applications to increase sales productivity, opportunity close rates, deal size, margins, retention, and add-on revenue.” Gartner

• Using a scoring system based on lead interaction to predict close rate• Trialed by US Team in 2014, 2015 rolling out to other regions

Infer Grade Close Rate # Lead Dist.

A (75-100) 7.4% 31.7% B (60-74) 5.1% 32.8% C (30-59) 1.9% 33.4%

D (<30) 0.0% 2.1%

Predictive Analytics

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• Dedicated team with KPI’s around SEO and sales enablement• Knowledge Tree - reps see when a prospect engages with

content and this is tracked in SFDC• Strong focus on winning awards to provide content for

syndication• Marketing gets data on content utility & behavior to pull into

marketing models

Content is king

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• Educate and fill the funnel• Tire kickers turn into

customers as interest becomes a need

• Nurturing tire kicker leads is therefore important

Tire kickers are important!

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Our key focus……

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Lead Management….

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Lead Management….

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Lead Management….

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Lead Management….

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• Navman Wireless and Danaher understand the value of the AU market and growth opportunity

• More focus on marketing globally and for the AU region =• More leads• More sales training & best practice• More resources

= more sales and more commissions

So as a Navman Wireless dealer why should I be excited?

Thank You