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5 Insights to Transform Your B2B Marketing Through Data and Analytics - Mark Jeffery

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5 Insights to Transform Your B2B Marketing Through Data and Analytics - Mark Jeffery

  1. 1. 12/17/13   Mark Jeffery Senior  Lecturer  of  Execu4ve  Educa4on,  Kellogg  School  of  Management     and  Founder,  President  and  CEO,  Aquimo     mjeffery@aquimo.com   ©  Mark  Jeffery  2013,  All  Rights  reserved   Data-­‐Driven  Marke-ng:     Five  Insights  for  B2B 2 Data-­‐Driven  Marke-ng:     Five  Insights  for  B2B 12/17/13   1  
  2. 2. 12/17/13   1.  The  marke4ng  divide   2.  Don’t  have  customer  data?   3.  Linking  marke4ng  and  direct  sales   4.  Agile  marke4ng   5.  Big  data     3 Data-­‐Driven  Marke-ng:     Five  insights  for  B2B 12/17/13   Shaping Markets Shaping Markets 13% 8% Branding Customer Equity Branding Customer Equity 7% 10% 11% 13% Demand Generation Demand Generation 54% 46% Infrastructure and Capabilities Infrastructure and Capabilities 10% 12% Low Performers 4 High Performers Spend 1.5% less than the average Spend 14% more than the average Data-­‐Driven  Marke-ng:     Five  insights  for  B2B 12/17/13   2  
  3. 3. 12/17/13   5 Data-­‐Driven  Marke-ng:     Five  insights  for  B2B Source: Stan Julien, Microsoft 6 Data-­‐Driven  Marke-ng:     Five  Insights  for  B2B 12/17/13   3  
  4. 4. 12/17/13   7 Data-­‐Driven  Marke-ng:     Five  insights  for  B2B 4  
  5. 5. 12/17/13   Decision Nodes Proactive Yes Marching Orders Data Mining No Feasibility Study Strategize Customer Pitch Yes No Design Wins Design Win Customer Pitch Demand FSE/FAE Demand FSE/FAE Issue Demand FSE/FAE Issue Reactive Issue Exit Design In Fail Pilot Fail Customer / Design Team Activity Loop Customer Loop FAE CR Activity Data-­‐Driven  Marke-ng:     Five  insights  for  B2B 10 Post Production Customer Relationship FSE Activity 12/17/13   9   Data-­‐Driven  Marke-ng:     Five  insights  for  B2B 5  
  6. 6. 12/17/13   11 Data-­‐Driven  Marke-ng:     Five  Insights  for  B2B 12 Data-­‐Driven  Marke-ng:     Five  insights  for  B2B 12/17/13   6  
  7. 7. 12/17/13   13 Data-­‐Driven  Marke-ng:     Five  insights  for  B2B 1.  The  marke4ng  divide   2.  Don’t  have  customer  data?   3.  Linking  marke4ng  and  direct  sales   4.  Agile  marke4ng   5.  Big  data     14 Data-­‐Driven  Marke-ng:     Five  insights  for  B2B 12/17/13   7  
  8. 8. 12/17/13   Data-­‐Driven  Marke-ng:     Five  insights  for  B2B www.aquimo.com   8  

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