how ge digital marketing stays lean and goes gast
TRANSCRIPT
How GE Digital Marketing Stays Lean to Go Fast
#B2BSummit
April 29-30, 2015 | AT&T Park, San Francisco, CA
Holly Bounds Digital Strategy Leader, GE Energy Management
@hollymbounds
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 2
Agenda
Background
2014 key learnings
2015 plan
Plan in action
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 3
“A brief history of time” ~ Stephen Hawking
GE Energy Management
GE
Digital
Energy
GE
Energy
Consulting
GE
Intelligent
Platforms
GE
Industrial
Solutions
GE
Power
Conversion
• 1 web site
(homegrown
platform)
• Marketing
automation
analytics
• eCommerce
portal
• 3rd party call
center
• Web content
embedded in
another site
• 2 web sites
(agency
platform)
• Marketing
automation
(Marketo)
analytics
• 32 web sites
(various
platforms)
• Marketing
automation
(Marketo)
• Omniture
• eCommerce
portal
• 1 web site
(agency
platform)
•Web content embedded in
another site
Previous state
GE Energy Management
GE
Digital
Energy
GE
Industrial
Solutions
GE
Intelligent
Platforms
GE
Energy
Consulting
GE
Power
Conversion
• 1 web site
(homegrown
platform)
• Google analytics
• Demandbase
analytics
• eCommerce portal
• Marketing
automation
• 3rd party call
center (Televerde)
• 1 web site
(Drupal) on AWS
(Acquia)
• Marketing
automation
(Marketo)
• Google analytics
• Demandbase
analytics
• Lift
• 1 web site
(Drupal) on AWS
(Acquia)
• Marketing
automation
(Marketo)
• Google analytics
• Demandbase
analytics
• Internal demand
response call
center
• Lift
• 32 web sites
(Drupal) on AWS
(Acquia)
• Marketing
automation
(Marketo)
• Google analytics
• Omniture
• Demandbase
analytics
• eCommerce portal
• Lift
• 1 web site (Drupal)
on AWS (Acquia)
• Marketing
automation
(Marketo)
• Google analytics
• Demandbase
analytics
• eCommerce portal
• Lift
•1 web site (Drupal) on AWS (Acquia) Current state
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 6
“Where are you going, where have
you been?” ~Flannery O’Connor
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 7
2014 learnings
Focus: quality, not quantity
Alignment: programs/campaigns support company’s
strategic objectives
Analytics: must be able to track leads through the full
sales cycle; no quantifiable ROI…no funding
Sales buy-in: on the road, pulled in many directions,
don’t want to spend more time in a tool than necessary…
demonstrate WIIFM to drive adoption of lead process
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 8
2015 plan
Focus: work with 2 P&Ls
Alignment: 3 programs that align with company/
commercial strategic objectives
Analytics: Marketo + SFDC integration tracks leads
through full sales cycle… possibly integrated w/SAP EOY
Sales buy-in: share vision/strategy/expectations/content
early with sales team; provide time for feedback and
adjustments based on their input; train only the sales
people assigned to each campaign on “convert” process
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 9
“This section contains forward-
looking information.”
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 10
Key accounts
Focus: good customer with significant growth opportunity to
grow share of wallet
Alignment: programs/campaigns support company’s strategic
objectives AND add value to the customer
Analytics: Demandbase via Google analytics illuminates
products viewed, forms capture interest, SFDC tracks leads
Sales buy-in: briefed key account manager on vision, shared
value-added ideas, solicited feedback, adjusted plan
… then learn and scale
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 11
Sample key account home page
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 12
Key industries/sub-industries
Focus: industry or sub-industry where we have portfolio
breadth and an opportunity to grow
Alignment: programs/campaigns support company’s strategic
objectives AND add value to customers in that industry
Analytics: Demandbase via Google analytics illuminates
which companies are visiting, the products viewed,
Sales buy-in: briefed industry sales team on vision, brought in
marcom to develop content, demonstrate alignment
… then learn and scale to other industries/sub-industries
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 13
Sample analytics to inform program
Note: all data is altered to
protect privacy
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 14
Sample key market page
Holly Bounds
Digital Strategy Leader
GE Energy Management [email protected]
+1 (678) 708-5498
@hollymbounds
www.linkedin.com/in/hollymbounds