The Marketing Tech Stack of Tomorrow
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1 NORCAL BMA NOV 10, 2016 The Marketing Tech Stack of Tomorrow Kaushik Patel Sr. Director - Online Marketing & Marketing Ops
2 ThoughtSpot : Quick Overview TEAM Search + Enterprise TECHNOLOGY Relational Search Engine CUSTOMERS Mid-to-Large Enterprise 135 EMPLOYEES $100M
3 Agenda Overview Progress Challenges Tech Stack of Tomorrow ThoughtSpot s Stack Demo
4 Marketing Tech Stack
5 Marketing Tech Stack Marketing Operations Sourcing Marketing Sales Converting Sales Operations
6 Marketing Tech Stack Execution Reach Channels Coverage Content Analysis Analytics Dashboards Visualization Planning Optimization Benchmarking Testing ROI Scale Companies in Marketing Technology Landscape Supergraphic (2016) compiled by ChiefMartec.com
7 Challenges Today
8 Not enough awareness.. Not enough leads.. Not the right type/quality of leads.. Not enough velocity.. Not enough upsell.. Not enough budget.. Not enough granular metrics..
9 Personas Buyer & Influencers Influencer Influencer Demographic Seniority Job Function/Role Title Geo Motivations Goals Target Persona Behavior
10 Yesterday Today with ABM Today, we optimize our outbound efforts around 1) channels (B2B, B2C) 2) demographic attributes - title, seniority, job function, etc. Starts with 1) identifying which accounts are likely to buy, 2) who in the account will make the decision, 3) who will influence and then market to them. IDENTIFY Company/Account Department EXPAND Function ENGAGE Target ADVOCATE 17 people influence a purchase PURCHASE ADOPTION UPSELL Targeting is a hit or miss Better targeting, Higher conversion rates
11 Recent ABM Stats What percentage of your marketing is accountbased marketing (ABM)? Do you consider your account-based marketing (ABM) efforts to be effective?
12 B2B Demand Gen Target content syndication account profile, named accounts + titles Target Display Ads based on IP lookup + Title + Seniority Non-ABM Display look alike, Retargeting Content Syndication Social Media (Paid) ANONYMOUS USERS IN ACCOUNTS LEADS/CONTACTS USERS IN ACCOUNTS Targeted: s Events Webinar MOF & BOF OPPORTUNITIES
13 Challenges persist Getting in front & top-of-mind Reach & Coverage Identify the Right Persona/Target Target Persona
14 But questions still persist
15 HOW BIG IS YOUR UNIVERSE OF PROSPECTS?
16 % WHAT OF THESE PROSPECTS ARE BEING TOUCHED BY YOUR CAMPAIGNS?
17 HOW GOOD IS YOUR DATABASE COVERAGE?
18 HOW WILL YOU SCALE? HOW MUCH?
19 WHAT DO YOU RATE YOUR DEMAND GEN STRATEGY? WHAT % OF YOUR DEMAND GEN SPENT IS JUST WASTED?
20 The Marketing Stack of Tomorrow
21
22 Desire Big Picture Drive Transparency Gap Analysis Benchmarking Actionable Insights AI? *Evaluation Framework Prescriptive path Plan vs. Ad hoc
23 Ideal Report AE: John Smith Territory: North East Total accounts: 1800 By company size: employees: employees: 600 MQLs (Last 30 days) 354 MQLs by company size: employees: employees: 275 Accounts Engaged 400 Accounts Touched 700 Accounts Untouched 1100 Contacts per account 20 Buying Center Coverage: By Seniority 80% By Job Function 90% By Skills 75% By Technology 95% By Org Chart 90% Target list of companies with > 5 campaign engagements in last 30 days Link Target list of companies with > 10 website visits in last 30 days Link Target list of companies with 1 st degree LinkedIn connections to buying center Link
24 ThoughtSpot s Marketing Stack
25 PAID MEDIA Google Quantcast BrightTalk SEM Targeted Display Webinar & Content Synd. Outbrain TechTarget AdRoll Content Syndication Qualified Sales Opps Retargeting Twitter LinkedIn Facebook Integrate Content Syndication ABM - Display Terminus FeedBlitz Promoted Tweets Sponsored Updates Retargeting Blog Subscription Buffer Social Media Mgmt Wistia Video Hosting AddThis Social Sharing ZENIQ ABM PROGRAM MANAGEMENT Spyfu SEM Intelligence MOZ/SemRush SEO/SEM NetProspex Data Enrich & Cleanse NETPROSPEX Clearbit Data Enrichment KNACK.IO Responsive s MAILCHARTS Intelligence Optimizely Crazy Egg A/B Testing Heatmaps DEMANDBASE FORM ENRICHMENT MARKETO MARKETING AUTOMATION Custom Scripts Attribution EverString Predictive Lead Scoring & Sourcing Attribution LeanData Clarity LeadsRX LeadLander CRMFusion Bulk Updates Marketo Insight SalesLoft Prospecting LinkedIn Sales Navigator Google Analytics Web Analytics Google Tag Manager Tag Management Dogfood Kettle LEANDATA ABM DISCOVERORG IT & Mktg Leads CONNECTANDSELL Assisted Cold Calls InsideSales.com Cold Calls Pantheon Web Hosting CloudFlare CDN THOUGHTSPOT SSIS SALESFORCE ENTERPRISE - CRM WEBSITE
26 CRM Ecosystem Predictive Scoring A, B, C, D & A+ Attribution SFDC Data Wrangling Dedupes, Merges SDR Prospecting Stack - Inbound & Outbound Unified account-level tracking in SFDC leads & contacts, activities and more
27 Lead/Contact Database Analysis $100M-$500M 96% Coverage $500M+ 66% Coverage
28 Marketing Automation Real-time Lead Enrichment & Quarterly batch updates Enrich event leads and/or source leads based on titles and/or missing s Account level metadata NetProspex Data Enrich & Cleanse NETPROSPEX Clearbit Data Enrichment KNACK.IO Responsive s MAILCHARTS Intelligence MARKETO MARKETING AUTOMATION Mobile responsive and landing pages Identify frequency, content, subject lines of s sent by your competition
29 Demandbase Lead Enrichment demandbase_sid company_name industry sub_industry revenue_range employee_range street_address city state zip country data_source phone country_name primary_sic "Account Watch attributes (watch_list_account_type)" "Account Watch attributes (watch_list_account_status)" "Account Watch attributes (watch_list_campaign_code)" "Account Watch attributes (watch_list_account_owner)" annual_sales primary_naics fortune_1000 forbes_2000 b2b b2c marketing_alias Technology Insights attributes web_site stock_ticker traffic latitude longitude registry_area_code registry_dma_code ip audience audience_segment registry_company_name registry_city registry_state registry_zip_code registry_country registry_country_code registry_country_code3 registry_latitude registry_longitude
30 LeanData - ABM
31 ABM Program Management Campaign level management at Account level Buying Center target personas Account penetration metrics Contact coverage analysis Reach analysis
32 Buying Center
33 Website Operations Track view-through & delayed conversions Custom Scripts Attribution LeadLander Google Analytics Google Tag Manager Web Analytics Tag Management Almost real time insights for Inside Sales/Reps on web visits from prospects Web analytics 3 rd party hosted Staging & Production sites Powered by CloudFlare CDN Pantheon Web Hosting CloudFlare CDN WEBSITE Drupal CMS
34 LeadLander Website Insights for Sales
35 Website Optimization Wistia Video Hosting Buffer Social Media Mgmt AddThis Social Sharing Social Media Management Content promotion User Experience Design Website engagement Conversion Optimization Spyfu SEM Intelligence Optimizely A/B Testing MOZ/SemRush SEO Crazy Egg Heatmaps Keyword/SEM & Competitive Sourcing Content Strategy DEMANDBASE Lead data enrichment firmographic information. Lead routing optimization
36 ThoughtSpot on ThoughtSpot
37 Analytics: ThoughtSpot on ThoughtSpot Salesforce Marketo Ad-hoc Reports Kettle ETL SSIS
38 Thank you! Kaushik Patel (510) DON T BI. JUST SEARCH.
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