Transformational Strategies for Marketing. Elizabeth Clor, Vice President of Demand Generation

Transcription

1 Transformational Strategies for Marketing Elizabeth Clor, Vice President of Demand Generation

2 Mission: Marketing Performance Intelligence Everywhere The Intelligent Enterprise empowers key stakeholders across the business to understand marketing performance C-suite: How is marketing contributing to our C-Suite business goals? Product Owners Marketing Marketing Team: How can we optimize our investment in marketing programs and regions? Sales Team: Which accounts are engaging with marketing campaigns? Sales Product Team: How are our products being received in the marketplace? 2

3 How data and technology have transformed marketing Before 1990s: Market Research Firms to understand brand awareness 1990s: Internet and Marketing Impressions Click through rates Web site visits 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 3

4 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 Enterprise Systems CRM Human Resources Enterprise analytics (MicroStrategy) Departmental analytics 4

5 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. 5

6 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. 6

7 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 Campaign Data SFDC Opportunity Data and Transformational Metrics Sample Data Sample Data Sample Data 7

8 Drilling Up or Down to the desired level of detail Sample Data Sample Data 8

9 Tracking digital advertising clicks & spend to opportunities Sample Data Sample Data 9

10 Measuring & Transforming Campaign Performance Measuring Campaign Performance from different perspectives: Global level Regional level Account level Focusing on: Touches Qualified leads Pipeline Revenue 10

11 11 Tracking Campaign Success and Goals

12 12 Tracking Campaign Success and Goals

13 Adoption requires a data-driven culture Watch the Ray Wang Webcast: 5 Keys to Creating a Data-Driven Culture 13

14 Q & A

15 MicroStrategy Consulting Departmental Analytics Advisory Best practice guidance for supporting departmental solutions. MicroStrategy.com/Services 15

16 Enterprise Support Program Because we are vested in your success Reinvesting in you. Visit microstrategy.com/request-benefits to explore consulting services custom-built to help you become a more Intelligent Enterprise and available at no cost to you.