Data Driven Marketing: Can We Clone George Clooney in Oceans 11?
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Transcript of Data Driven Marketing: Can We Clone George Clooney in Oceans 11?
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CAN WE USE BIG DATA TO CLONE GEORGE CLOONEY IN OCEANS 11?
Abner Germanow
@AbnerG
Wrongless.tumblr.com
Director, WW Marketing
Juniper Networks
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JUNIPER AT A GLANCE
2012 Revenue: $4.5 Billion
124 Offices In 45 Countries: 16 24x7 Support Centers: 5 R&D Centers
9000 Employees
#3 In Edge Routing, Ethernet Switching
#2 In CoreRouting, SP Routing, Network Security
#1 In High-end Firewall & Mobile VPN
20,000+ Customers, Including 96 Of Fortune 100
Powering 6 Of The World’s 7 Largest Stock Exchanges
Juniper Is Deployed In More Than 380 Federal Government Agencies
1997: Service Provider Core
2004: Secure Enterprise Edge
2008-13: Switch, WLAN, Mobile Security
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TRIBAL KNOWLEDGE
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THE CHALLENGE
First P
urch
ase
Secon
dThir
d
Fourth
0
2
4
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A TALE OF TWO REPS
1,200 Accounts
Knows some people
Knows some organizations
1 Account
Knows all the key people
Knows the organization
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GEORGE KNOWS:HUMAN BEHAVIORS
Product or training certificationsSocial media activity & engagement Competitor product or training certificationsWork history Event attendance and interactionRole and responsibilitiesBrowsing historyContent consumption / engagementTitle / job responsibilityIncentives / bonus structure
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GEORGE KNOWS:ORGANIZATIONAL BEHAVIORS & ATTRIBUTES
Prior purchase historyDeployed technologies Industry Financial healthEmployee population changesReal estate moves, adds, and changesSocial media buzz Credit scoresTechnical support eventsGeographic footprintExecutive changesMerger & Acquisition activityPrivate equity investmentInformation intensity of businessTechnology investment personaCustomer segmentation attributesCompetitor Investments
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A TALE OF TWO LEADS
Lead 1 Lead 2
Attended a Data Center Webinar Attended a Data Center Webinar
Clicked through to white paper Clicked through to white paper
Financial Services
$200k security installed base
Real Estate Move
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ANALYTICS BY ENGAGEMENT STAGE
MQL
SAL
SQO
Responder Inquiries
WON
Marketin
gS
ales
Install Base Cross-Upsell
Data Source: Eloqua ActivityCurrent Data Visibility: XXXXCurrent Data Quality: XXXXXAnalytics Needed: XXXXXPredictive Opportunity: Optimize lead scoring
Data Source: SFDC Deal FlowCurrent Data Visibility: XXXXXCurrent Data Quality: XXXXX Analytics Needed: XXXXXPredictive Opportunity: Optimize current Q close
Build one of these for each stage
Are these the right attributes to
assess?
Data Source: salesPrismCurrent Data Visibility: XXXXCurrent Data Quality: XXXXXAnalytics Needed: XXXXXPredictive Opportunity: Optimize sales sourced opps
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HOW I SPEND MY TIME
Navigating Legacy Data, Systems, and PeopleTraining / CulturePlay DesignCustomers
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3 CULTURAL BARRIERS
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HOW DOES SALES SELL?
VS.
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HIPPO VS. OBSERVED BEHAVIOR
First P
urch
ase
Secon
dThir
d
Fourth
0
2
4
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MODEL VS MODEL
VS.
Culture eats models for breakfast.
The capacity and tools to consume a model beat model quality by 100x
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RESULTS
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It gives us the information we need so we don’t look dumb.
- Inside rep
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RESEARCH IN SALESPRISM IS CORRELATED TO LARGER OPPORTUNITIES
Not engaged Engaged
$83
$152
Not engaged Engaged
$129
$172
Research use caseAll accountsPipeline, $ Thousands
Targeting use caseAccounts with playsPipeline, $ Thousands
+82%
+34%
Engaged: rep views account details page and/or logs activity against the account in PRISM.
When reps engaged accounts with recommendations, they created larger opportunities.
When reps researched an account in salesPrism, they created larger opportunities.
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@AbnerG
WrongLess.tumblr.com