Transformational Strategies for MarketingElizabeth Clor, Vice President of Demand Generation

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Mission: Marketing Performance Intelligence Everywhere

The Intelligent Enterprise empowers key stakeholders across the business to understand marketing performance

C-Suite

Marketing

Sales

Product Owners

C-suite: How is marketing contributing to our business goals?

Marketing Team: How can we optimize our investment in marketing programs and regions?

Sales Team: Which accounts are engaging with marketing campaigns?

Product Team: How are our products being received in the marketplace?

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How data and technology have transformed marketing• Before 1990s: Market Research Firms to understand brand awareness

• 1990s: Internet and Email Marketing• Impressions• Click through rates• Web site visits• Email opens

• Early 2000’s: Rise of Digital Lead capture/CRMs

• 2004: Search Engine advertising, Google becomes King of the Internet

• 2007: Social Media

• 2009: Marketing Automation becomes mainstream

• 2015: Predictive, Machine Learning, and AI + rapid adoption of ABM

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Creating a tailored “customer experience”

Key Challenges:

• Data exists in disparate systems across marketing and the enterprise.

• The enterprise needs a single version of the truth, and individuals need role-based views

Marketing Systems• Marketing Automation• Event Registration• Digital Marketing platforms• Departmental analytics

Enterprise Systems• CRM• Human Resources• Enterprise analytics (MicroStrategy)

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Technology has changed expectations of Marketing

• Understand data• Share data in a meaningful way• Make decisions based on that data• Marketing is more accountable for revenue than ever.

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B2B Marketing Today

Transforming from a leads-based funnel to an account-based model

• Not selling to an individual, rather a group of people who make up a buying team.

• The larger the potential deal, the more people and departments get involved.

• ABM isn’t just about marketing; it requires a close alignment among sales, marketing, and product.

• Marketing performance based on account momentum and pipeline vs. number of leads.

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Connecting Different Sources and Siloed Structure of SFDC

HR Data - Internal Organization Structure

SFDC Account Data w/ Transformation Metrics

SFDC Lead & Contact Data Combined to get Names and

Opt-ins Across Leads & Contacts

SFDC Campaign Member Data

SFDC Task/Event Data SFDC Opportunity Data and Transformational Metrics

SFDC Campaign Data

Sample Data

Sample DataSample Data

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Drilling Up or Down to the desired level of detail

Sample DataSample Data

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Tracking digital advertising clicks & spend to opportunities

Sample DataSample Data

Measuring & Transforming Campaign Performance

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Measuring Campaign Performance from different perspectives:

• Global level• Regional level• Account level

Focusing on:

• Touches• Qualified leads• Pipeline• Revenue

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Tracking Campaign Success and Goals

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Tracking Campaign Success and Goals

Adoption requires a data-driven culture

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Watch the Ray Wang Webcast: 5 Keys to Creating a Data-Driven Culturehttps://tinyurl.com/datadrivenculture

Q & A

MicroStrategy Consulting

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