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Connect the Dots in Marketing Using Data

Anish Jariwala

Anish Jariwala

Informatica

@anishj

There are ONLY 2 things that really matter in B2B Marketing

Content Analytics & Insights

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B2B Marketing is way more complex than B2C Marketing

90% of customer buying decisions are starting online. —2011 by Forrester Research

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60% of the buyers’ journey is

complete when they pick up

the phone and call you.

74% of buyers are choosing the sales professional and company that was first to add value and insight in the buying journey. Source: Forrester, January 27, 2014

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79% of Social Sellers achieved quota in their last calendar fiscal year, compared to the 58% non–Social Sellers who were Average to Laggard in their industry. This had a 16.3% increase in their companies’ overall revenue. Source:Aberdeen Group, https://business.linkedin.com/content/dam/business/salessolutions/global/en_US/site/pdf/ti/linkedin_social_selling_impact_aberdeen_report_us_en_130702.pdf May 2012

There are now on average 5.4 decision-makers, champions

and influencers, that are all part of the buying decision.

Source: CEB, October 22, 2014, https://www.cebglobal.com/blogs/sales-why-you -should-teach-customers-how-to-buy/

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Identify the buying team that makes sales (purchase) decisions.

It is imperative that we identify the buying team members digitally and influence them in order to win a deal.

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End-to-End Buyers’ Journey in a digital world

Paid Media

- Search

- Display

- Retargeting

- Social

- …

Earned

- SEO

- Social

- Web

Events

- Industry

- …

Web

- Known

- Anonymous

- Form fills

- Trials

- …

Email

- Campaign

- Nurture

- Reactivation

- …

Lead Score

- A

- B

- C

- D

Sales Stages

- Opportunity

- Pipeline

- Forecast

- Revenue

Paid Media

- Search

- Display

- Retargeting

- Social

- …

Earned

- SEO

- Social

- …

Events

- Industry

- …

Web

- Known

- Anonymous

- Form fills

- Trials

- …

Email

- Campaign

- Nurture

- Reactivation

- …

Lead Score

- A

- B

- C

- D

Sales Stages

- Opportunity

- Pipeline

- Forecast

- Revenue

End-to-End Buyers’ Journey in digital world

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Are you in B2B?

Buying Team

Company A

The Challenge

How to generate

actionable insights

from our customers

that we can use to

develop and

accelerate the sales

pipeline.

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How do we solve this problem?

Do our prospects/customers care? How can we connect these disparate data sources to stitch a single view at prospect/customer/account level?

Islands and data silos in Marketing and Sales

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Need/Purpose Tools

Web Tracking - Anonymous

Marketing Automation

(Known Visitors Tracking)

Customer Relationship Management (CRM)

Social Analytics (Influencers & WOMs)

Account Identification & Targeting

Predictive Marketing (Lead Scoring)

What is our Marketing Stack @ Informatica?

Current Data Sources & BI

MKTO ID SFDC ID

Big Data Management

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Foundation of Our Work – sales and marketing alignment

Envision the end – work our way backwards. Take care of Sales first and then others. Create a first quick win for Sales so they are excited. Collect feedback from Sales.

3 Use Cases for Today

Account Base Marketing (ABM) Campaign Performance and Effectiveness Influencer Marketing

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3 Use Cases for Today

Account Base Marketing (ABM) Campaign Performance and Effectiveness Influencer Marketing

Questions Answered

How do all these things work?

Which Company visited our site?

What Products have they shown interest in?

Who are the folks (email) visiting our site?

Where are these folks located?

What else can you tell me?

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Anonymous Visitors to Becoming a Known

Combining various data sources increases business value Adobe Analytics + Marketo + CRM + Social

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Demo

It’s the intersection of Demand Base, Adobe Analytics, and Marketo

How all these things work?

DemandBase Omniture/

Adobe

Marketo &

SFDC

Demand Base is the reverse IP

look-Up technology detects

corporate visitors (Anonymous)

Omniture – Web tracking tool

to track Web/online

behaviors (Anonymous)

Marketo – captures email and other pertinent

Information for the Visitor (Known)

Area of Interest

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3 Use Cases for Today

Account Base Marketing (ABM) Campaign Performance and Effectiveness Influencer Marketing

Campaign Performance and Effectiveness

What marketing campaigns are working and NOT working?

Campaigns that are working, what is their secret sauce?

Can you repurpose the content from campaigns that are

working well?

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3 Use Cases for Today

Account Base Marketing (ABM) Campaign Performance and Effectiveness Influencer Marketing

A Framework to Identify a Buying Team Influencers and Word-of-Mouth (WOMs)

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A Framework to Identify a Buying Team Influencers and Word-of-Mouth (WOMs) How it works:

Kathy: Shares a relevant link from www.informatica.com to Sally or in Social Media

Sally: Clicks on a link that was shared by Kathy

Influencer

Word-of-Mouth

Maggie: Clicks on a link that was forwarded by Sally

Word-of-Mouth

& Influencer

Key Takeaways

Envision the end – work our way backwards. Take care of Sales first and then others in B2B Marketing. Create a first quick win for Sales so they are excited. Collect feedback from Sales on an ongoing basis.

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The Book

Ask me anything at the Post-Presentation Huddle!

Anish Jariwala

Anish Jariwala

Informatica

@anishj

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BACK-UP

Account Level Dashboard

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Which Industry/Company and What timeframe?

Industry Classifications are the Demandbase way of classifying Industries.

Show the tread chart of the web metrics – Visits and Visitors

What Products and Solutions are of interest?

Which Assets and Content are getting attention?

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Who are these People?

Where are these People located?

1% of Informatica’s influencers bring 6-8% of word-of-mouth to our site.

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The State of Marketing Analytics in 2015

Source: Insight.venturebeat.com

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In Summary: • We are very focused on knowing who the influencers are at each of our

accounts.

• We actively reach out to them for soliciting feedback and to determine how Informatica can help them.

• At times, Influencers and WOMs are unknown to us. Their activity tells us where opportunites are brewing at the account level.

Field Marketers /SDRs - Before (2015) and After (2016)

• End to end view into web activities at

the account level.

• Consolidated and targeted field

marketing initiatives.

• Identify cross-sell and upsell product

interests.

• Selectively and intelligently engage

with your customers and prospects.

After

(2016):

• Fragmented view of web activities

at the account level.

• Guessing the buying team at the

initial stages of engagement.

• Difficult to discern product(s)

interests upfront.

• Hard to generate marketing impact

@ account level.

Before

(2015):