Find our latest blogs here: http://resources.salespanda.com

1. 1© KRONOS INCORPORATED May 20, 2014© KRONOS INCORPORATED May 20, 2014© KRONOS INCORPORATED May 20, 2014
Leveraging Technology to Gain
Marketing Edge
Brought to you by SalesPanda
Sumeet Doshi
Head of Marketing & Alliances - India at Kronos

2. 2© KRONOS INCORPORATED May 20, 2014
Obama and the Power of A/B Test
• Obama on campaign trail in 2007
• Hires Dan Siroker from Google to run campaigns
• Campaign’s greatest challenge – turning site visitors into
subscribers
• A luminous turquoise photo of Obama and a bright red
“Sign Up” button
• Siroker provided alternatives - ”Learn More,” “Join Us
Now,” and “Sign Up Now”. Learn More up by 18.6%
• Black-and-white photo of the Obama family
outperformed the default turquoise image by 13.1%
• Using both the family image and “Learn More,” signups
increased by a thundering 40 percent

3. 3© KRONOS INCORPORATED May 20, 2014
The Result?
• By the end of the campaign, it was estimated
that a
– full 4 million of the 13 million addresses in the
campaign’s email list,
– and some $75 million in money raised, resulted from
Siroker’s careful experiments.
Source: Wired
I am a big believer in reason and facts and evidence
and science and feedback—everything that allows
you to do what you do. That’s what we should be
doing in our government. – Obama

4. 4© KRONOS INCORPORATED May 20, 2014
A/B Testing
• First tried by Google in 2000
• Today A/B is Ubiquitous
• In 2011 Google ran more than 7000 A/B tests on its
search algorithm
• Amazon, eBay etc also perform A/B tests regularly
A/B testing is a powerful tool for
marketers. But that’s only the tip of the
iceberg

5. 5© KRONOS INCORPORATED May 20, 2014
Its All About Data

6. 6© KRONOS INCORPORATED May 20, 2014
Marketers Feel Underprepared

7. 7© KRONOS INCORPORATED May 20, 2014
Who are you?

8. 8© KRONOS INCORPORATED May 20, 2014
What can they sell you?

9. 9© KRONOS INCORPORATED May 20, 2014
The Fundamental Shift In Buying Behavior
696K
The Discovery Call The Webvs.
Tech buyers now conduct 3/4 of all research on-line

10. 10© KRONOS INCORPORATED May 20, 2014
Based on this shift, Companies require
a way to track and react to “Digital
Body Language”
Digital Body Language =
the aggregate of all the
digital activity collected
on an individual.
Digital Body
Language
email
opened
or
clicked
web
visit
form
submit
search
on
Google
referral
from a
social
media
webinar
attend

11. 11© KRONOS INCORPORATED May 20, 2014

12. 12© KRONOS INCORPORATED May 20, 2014
Marketing Automation Platforms

13. 13© KRONOS INCORPORATED May 20, 2014
• Know what your prospects are interested in
• Target your communications
• Accelerate the Sales Process!
Why MAP?

14. 14© KRONOS INCORPORATED May 20, 2014
Eloqua for Marketing
Digital Body
Language
Campaign Management
•Batch & Blast Communication
•Segmentation Marketing
•Event-triggered Marketing
•One-to-one personalization
•Real-time, multi-channel marketing
•Tactical metrics
•Segment analysis
•Conversion metrics
•Pipeline and influenced Revenue
Marketing Effectiveness
Contact Management
•Data Profiling
•Data Cleanse/Append
•Data Acquisition
•Inline/Real-time Data Mgmt
•Segment/Permission Mgmt
Lead Management
•Lead Management
•Lead Scoring
•Lead Routing
•Lead Nurturing
•Real Time Lead Alerts

15. 15© KRONOS INCORPORATED May 20, 2014
What if you had all that direct insight
into your customers’ interests?
And you
could view a
profile of
your current
prospects
directly from
CRM?

16. 16© KRONOS INCORPORATED May 20, 2014
To Summarise
Technology Makes “Classic Marketers” the
Neanderthals of Digital World
Classic Marketer has two choices
- Embrace and Adapt
- Become Irrelevant and Unemployed

17. 17© KRONOS INCORPORATED May 20, 2014
To find the right solutions for your
automation needs, please visit
www.salespanda.com
or write to info@salespanda.com for
a free consultation