SaleCycle launches Australian push with appointment of chief revenue officer
Brinkworth: “The supply chain ecosystem of digital marketing is where it’s all happening”
Behavioural marketing company SaleCycle is set to amp up its presence in Australia and Southeast Asia with the appointment of a chief revenue officer to oversee the company’s growth.
Former Ensighten Asia Pacific regional director Chris Brinkworth assumed the new role this week and said he would focus on building the business in the Australian market.
SaleCycle has built its model on supporting businesses using digital to capture more of the 98% of potential customers who are lost at the last click before a sale.
Brinkworth said that with programatic approaches to marketing securing more of the overall marketing spend, many businesses were still losing out on customers by not understanding why some fall away at the last minute.
He said marketers often failed to appreciate the environment in which consumers were interacting with them – particularly mobile – and that such understanding was vital with Google and Facebook soaking up massive amounts of digital marketing spend.
“Where I see a big trend is companies that support this (digital) supply chain, Brinkworth told Mumbrella.
“I really think that’s where it’s all happening, the supply chain ecosystem of digital marketing. Over the next 12 to 18 months you will see a bigger contraction of money, a consolidation of all these technologies, and for me anyone who is in that position to help WPP succeed – Google succeed, Facebook succeed – are going to be in a very healthy position.”
Brinkworth said the biggest challenge for the business in Australia was educating clients and agencies about the digital supply chain and ensuring people understand what SalesCycle does differently to the larger marketing technology stacks.
“Predominantly the clients we have are very performance marketing based so they are clients that have needed to go beyond what they are getting from affiliate marketing, beyond what they are getting from pay-per-click, and convert those other people that are coming in from TV, from radio, to the website,” he said.
While using analytics to chart the behaviour of customers to track when they are at risk of dropping out of a transaction, the company also uses full service-style creative services to help companies move through to the last click, with Australian companies working with the business including Lorna Jane, HP Australia, Officeworks and Sunglass Hut.
Simon Canning
So 98% of customers are lost at the last click before the sale … and in the most targeted medium ever devised?
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