Big Data: The Secret To Smarter B2B Marketing

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(These are slides from a webcast session as part of BrightTalk's "Demand Generation 2014 Summit". To view the recording, please go to https://www.brighttalk.com/r/nFR)

Don’t dismiss it as hype — Big Data is here and it’s working. New tools are helping marketers search for prospects with just the right interests at just the right time. Marketers can learn about thousands of prospects in real-time, seeing who is likely to buy, and what campaign will best engage each prospect today. We’ll look at practical use cases for big data in marketing, including developing personas and segmentation, matching prospects to the best content, and scoring your leads.

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Big Data: The Secret To Smarter B2B Marketing

  1. 1. Introductions Tony Yang Director of Demand Gen at Mintigo 10 years in B2B Marketing Love inbound marketing, entrepreneurship & LA sports teams Connect with me @tones810 Join the “Demand Generation 2014 Summit” conversation at #DemandGen2014
  2. 2. Mintigo Helps B2B Marketers Mintigo's Customer Intelligence Platform helps you discover, track and engage your best prospects.
  3. 3. What’s the big deal with Big Data?
  4. 4. Big Interest in Big Data
  5. 5. Your Peers Are Talking Big Data
  6. 6. Defining It For Marketers “…a collection of data from traditional and digital sources inside and outside your company that represents a source for ongoing discovery and analysis.”
  7. 7. What does this mean for you & me?
  8. 8. Poll: What’s your biggest challenge as a B2B Marketer? • Accelerating Demand Gen: Not enough leads at the top-of-the-funnel from existing channels • Prioritizing My Leads & House List: Need better/more contact data & lead scoring • Finding New Markets For Growth: Growth has slowed, so need to find adjacent markets that are likely to adopt your product • Cross-Selling New/Other Products: Don’t know what existing customers will respond to upsell/cross-sell opportunities *Other challenges? Type them in the chat box.
  9. 9. One-Size-Fits-All Messaging Only Works On Some *Source: Way Back Machine - http://archive.org/web/. Screen capture of www.leapfile.com circa 2007
  10. 10. Targeted Value Proposition
  11. 11. Segmentation Drives Success 8% CTR Targeted and segmented emails 3% CTR General email sends *Source: http://blog.hubspot.com/blog/tabid/6307/bid/32848/Why-List-Segmentation-Matters-in-Email-Marketing.aspx
  12. 12. Are You Still Using “Dinosaur” Data? • Industry ? • Revenue ? • Job Titles ? Trivia: Did you know that SIC codes were established in 1937?
  13. 13. You Can Ask For More Data… …But Asking Has Limitations • Mandatory opt-in tracks • 40% of subscribers purchased • But only 4% opt-in *Source: Case study from MarketingSherpa: http://www.marketingsherpa.com/article/case-study/5-steps29#
  14. 14. A Ton of New Data Freely Available “In 2012, every day 2.5 quintillion bytes are created, with 90% created in last 2 years…” - IBM Research Study “…there are, on average, more than 500 million tweets sent per day…” ”There are more than a trillion posts and 800 terabytes of data in Facebook’s Graph Search database.” - GigaOm article on Facebook’s Social Graph, Oct. 24, 2013 - Twitter, IPO Filing Oct 2013 *Sources: • http://www.storagenewsletter.com/rubriques/market-reportsresearch/ibm-cmo-study/ • http://abcnews.go.com/Business/twitter-ipo-filing-reveals-500-million-tweets-day/story?id=20460493 • http://gigaom.com/2013/10/24/facebooks-answer-to-serving-700tb-of-graph-search-data-is-lots-of-ssds/
  15. 15. Data is Amazingly Accessible https://www.facebook.com/about/graphsearch
  16. 16. Playing with Facebook Graph Search
  17. 17. Playing with Facebook Graph Search
  18. 18. Playing with Facebook Graph Search
  19. 19. Playing with Facebook Graph Search
  20. 20. Playing with Facebook Graph Search
  21. 21. Playing with Facebook Graph Search
  22. 22. Even Your Profile Tells a Story • Smiling people 3.8x more likely to respond to cold email • People who give LinkedIn recommendations 4.2x more likely to respond
  23. 23. Key Point: Big Data Machines Can Give Us The Full Picture…& Do It At Scale Org chart Business Model Technologies Used Spending Social Profiles & Connections
  24. 24. With Better Segments, You Can Just Run Campaigns & Do Some Testing…Right? Message A Segment Message B
  25. 25. Not Quite! A/B Testing Doesn’t Tell The Full Story Message A Segment Message B
  26. 26. Tracking Past Behaviors Also Has Limitations, But Machines Can Find Patterns
  27. 27. Big Should We Care About Big So WhyData Machines Helps Us Find Data? The Shortcuts…
  28. 28. …When You Plan Campaigns Webinar Registration Don’t waste an email inviting execs to webinars 3.8% 1.5% 0.7% Vice President Director Manager
  29. 29. …When You Segment Lists 80/20 sweet spot Your List CTR from 2% to 8% Ideal Prospects
  30. 30. …When You Prioritize & Score Leads +20% leads
  31. 31. …When You Write Content Machines Helped Us Find Interests • • • Marketo Eloqua Spend on AdWords
  32. 32. …When You Expand To New Markets Salesforce Users Advanced digital marketers • Content marketing • Social links • JQUERY in website 15X more likely to buy
  33. 33. Want To Learn More? Here Are More Resources eBook: “Creating Personas For B2B Marketing” http://www.mintigo.com/creating-personas-for-b2b-marketing-ebook/ White Paper: “Applying Social & Behavioral Data To B2B Marketing” http://www.mintigo.com/applying-social-behavioral-data-to-b2b-marketing/ Recorded Webinar: “The Savvy Marketers Guide To B2B Segmentation” http://www.mintigo.com/the-savvy-marketers-guide-to-b2b-segmentation/
  34. 34. Thanks For Joining!

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