Increase Marketing Effectiveness and ROI with Big Data

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Caleb Whitmore Founder & CEO, Analytics Pros Big Data is all the hype, but how does it actually apply to digital marketing? In this session, Caleb Whitmore will discuss how to leverage massive datasets for marketing optimization. Using the latest in digital analytics, programmatic media buying, and audience-based analysis, companies can achieve much higher marketing effectiveness and ROI while building stronger engagement with prospective customers. Specific topics covered will include real-world examples of using rich segmentation to drive audience-based marketing and re-engagement campaigns, multi-touch attribution analysis, and user-centric cross-device reporting.

Increase Marketing Effectiveness and
ROI with Big Data
#B2BSummit
April 29-30, 2015 | AT&T Park, San Francisco, CA
CALEB WHITMORE
FOUNDER & CHAIRMAN, ANALYTICS PROS
@CalebWhitmore of @AnalyticsPros

©2014 Copyright Demandbase, Inc.
Demandbase Confidential.
2
Truth In Data
“Data Is Never Going To Be
Perfect, But It Might Be
True”

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Demandbase Confidential.
3
The Purpose of Data
Know Your Customer
Understand Them Better
Serve Them Better
Grow Your Business

©2014 Copyright Demandbase, Inc.
Demandbase Confidential.
4
For use with full-screen images or diagrams that look good on blue
DAWN OF
CIVILIZATION
TO 2003
EVERY
TWO
DAYS
“EVERY TWO DAYS NOW WE CREATE AS MUCH INFORMATION AS WE
DID FROM THE DAWN OF CIVILIZATION UP UNTIL 2003”
Eric Schmidt, Google - 2010

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Demandbase Confidential.
5
For use with full-screen images or diagrams that look good on blue
2012 = 2.7zb 2014 = 3.5zb
Gen. Keith Alexander, former Director, NSA

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Demandbase Confidential.
6

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7
Big Data, Anyone?

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Demandbase Confidential.
8
Some Rules of Engagement
 Big Data is NOT the perfect answer
 Knowing “why” is much harder that knowing “what”
 The “herd” matters more than the individual

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Demandbase Confidential.
9
Marketing Nirvana
Direct Selling In-Store
TVOutdoor
Sponsor Direct Mail
PrintTrade Show
Radio
Traditional
Channels
Email
Display
Social
Mobile
Apps
Direct
Search
Non-Branded
Search
Branded
Digital Channels
DATA

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Demandbase Confidential.
10
I BELIEVE MARKETING NEEDS
A NEW SET OF METRICS

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11
The Problem with Conversion Rate
Conversion Rate = [ “conversions” ] / [ sessions ]
1. What is a “conversion” anyway?
2. Sessions are a poor denominator in today’s digital
world

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Demandbase Confidential.
12
Four Problems With Sessions
1. Sessions are temporary, short-term
2. Sessions can be easily gamed or broken
3. Sessions don’t cross devices or span time
4. Session attribution paints an incomplete picture

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13
Traditional Conversion Channels
 Session based
 Single or multiple
outcome goals
 Summed conversion
rate

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14
User-level Conversion Channels
 Contribution,
regardless of
session
 Single or multiple
outcome goals
 Notice example: Paid Search went up by 217
conversions

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15
User-level Conversion Channels
 View across
sessions and
channels
 Still single or
multiple outcome goals

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16
 Sessions
 Converting Sessions
 Users
 Converting Users

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17
ANALYZE THIS

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18
Users to Audiences: Revenue
 What % of your
marketing is
reaching your
target audience
by identified
revenue range?

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Demandbase Confidential.
19
Users to Audiences: Industry
 What % of your
marketing is
reaching your
target audience
by identified
industry?

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Demandbase Confidential.
20
Users to Audiences: Company
 What % of your
marketing is
reaching your
target customers
by known
company name?
 How Many users
vs. Sessions are
you reaching
there?

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Demandbase Confidential.
21
KEYWORDS AND
CONVERSIONS ARE DEAD

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22
Find Your Audience, Re-Engage Them
 Everyone
All
Users

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Demandbase Confidential.
23
Find Your Audience, Re-Engage Them
 Everyone +
 A Marketing Channel
All
Users
Paid
Search

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Demandbase Confidential.
24
Find Your Audience, Re-Engage Them
 Everyone +
 A Marketing Channel +
 Audience Criteria
All Users
Paid
Search
Revenue
Range

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Demandbase Confidential.
25
Find Your Audience, Re-Engage Them
 Everyone +
 A Marketing Channel +
 Audience Criteria +
 Behavior Criteria
All Users
Paid
Search
Revenue Range
Engaged
w/Content

©2014 Copyright Demandbase, Inc.
Demandbase Confidential.
26
Find Your Audience, Re-Engage Them
 Everyone +
 A Marketing Channel +
 Audience Criteria +
 Behavior Criteria +
 Negative Behavior
All Users
Paid Search
Revenue Range
Engaged
w/Content
Did NOT
convert… yet

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Demandbase Confidential.
27
Examples
 a

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Demandbase Confidential.
28
Examples
 a

©2014 Copyright Demandbase, Inc.
Demandbase Confidential.
29
Examples
 a

©2014 Copyright Demandbase, Inc.
Demandbase Confidential.
30
RESULTS
-44% increase in captured users
-48% decrease in cost per captured user

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Demandbase Confidential.
31
BACK TO THE BEGINNING

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Demandbase Confidential.
32
It Starts With Great Data

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Demandbase Confidential.
33
What’s Next?
Digital Platforms
Customer Data
Physical
Digital Analytics
Analysis & Insights

QUESTIONS & ANSWERS
#B2BSummit
April 29-30, 2015 | AT&T Park, San Francisco, CA
CALEB WHITMORE
FOUNDER & CHAIRMAN, ANALYTICS PROS
@CalebWhitmore of @AnalyticsPros

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In today’s competitive landscape, aligning marketing and sales teams is not just necessary for growth it’s necessary for survival. Account-based strategies help bridge the historical divide between the two teams by ensuring marketing efforts are directly supporting sales goals, leading to more efficient resource use, improved customer experiences, and ultimately, increased revenue. Join this interactive webinar with guest speaker Nora Conklin, Principal Analyst at Forrester and Kelly Hopping, CMO at Demandbase, as they reveal the latest research from Forrester, showcased at the ‘2024 B2B Summit North America’ along with practical tips for uniting sales and marketing teams from the inside out.

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As digital advertising evolves towards a cookieless future, advertisers need to know what they can do today to plan successful campaigns when third-party data sources are eliminated. In a world where B2B buyers are already increasingly wary of disclosing personal details and freely consenting to tracking, the challenge of reaching and engaging audiences is more critical than ever. In this session, Demandbase’s Gareth Noonan, General Manager of Advertising, and Jennifer Hughes, Principal Digital Expert, will share the evolution of B2B advertising strategy amid Google’s fundamental changes to the web-based digital experience. Discover innovative strategies for targeting and measuring success in a cookieless world, ensuring your campaigns remain effective and relevant as Google continues to phase out third party cookies.

Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf

Demandbase

Demandbase on Demandbase Story In this webinar, Hannah Jordan, Senior Digital Marketing Manager at Demandbase will showcase top advertising plays tailored to each stage of the buyer's lifecycle. From awareness to decision-making, you'll learn how to effectively engage your target audience with creativity. Discover the latest features available in Demandbase for digital marketers to leverage their advertising spend for maximum impact and efficiency. Key Takeaways: * Understand how to map advertising strategies to different stages of the buyer’s journey * Learn about the latest released features in 2024 within Demandbase Advertising Platform * Gain insights from real-world examples and use cases * Enhance your ability to craft targeted, effective, and engaging marketing campaigns

Winning Target Accounts in a Cookieless Era

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B2B & GTM Trends and Predictions for 2024.pdf

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Demandbase + GTM Partners Analyst Hour - ROI Framework Workshop

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In today’s data-driven landscape, the CMO’s dashboard is more than a collection of metrics; it’s a strategic tool for growth. Come learn the essential metrics and reports that top CMOs use to drive pipeline and revenue growth in 2024. Attendee takeaways: Key Performance Indicators (KPIs): From pageviews to conversion rates to pipeline, discover the metrics that matter. RevOps Alignment: Learn how to integrate marketing data with RevOps to drive cohesive business strategies. Actionable Insights: Discover innovative strategies to turn your analytics into strategic action. Whether you’re a CMO or an operations professional, this session offers a future-oriented and engaging look into the reports that guide and justify your go-to-market strategy. Presented by: Ashley Long & Jon Miller from Demandbase

Revolutionize Financial Services with AI-driven intent + SFMC Journeys

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Welcome to the world of digital transformation for financial services, where cutting-edge technologies are reshaping customer journeys, demand generation, and scoring strategies. In this era of innovation, we dive into the realm of SFMC journeys, leverage the power of Demandbase intent, and simplify scoring buckets to fuel your organization’s growth and success. With SFMC (Salesforce Marketing Cloud) journeys, we unlock the potential to create personalized and seamless experiences for your customers. By mapping out intricate paths, we guide individuals through tailored interactions, nurturing them at every step of their financial journey. Whether it’s onboarding, cross-selling, or retention, SFMC journeys empower you to deliver the right message to the right audience at the right time. But what if you could take it a step further? Enter Demandbase intent, a game-changer in B2B marketing. By harnessing intent data, we gain unprecedented insights into your target accounts’ interests and behaviors. This powerful tool allows us to prioritize and engage high-intent prospects, accelerating your sales pipeline and driving revenue growth. Of course, in the realm of financial services, not all customers are created equal. That’s where easy scoring buckets come into play. By simplifying the scoring process, we categorize prospects based on their engagement, propensity to convert, and lifetime value. With this data-driven approach, we enable your sales teams to focus their efforts where they matter most, optimizing resources and boosting conversion rates. Now, imagine the possibilities that arise from this seamless integration of SFMC journeys, Demandbase intent, and easy scoring buckets. The result? A digital transformation that revolutionizes the way financial services connect with their customers. From personalized experiences to data-driven targeting, your organization becomes a catalyst for growth and a trailblazer in the industry. So, are you ready to embark on this transformative journey? Together, we’ll navigate the complexities of digital transformation, unlocking the true potential of your financial services organization and shaping the future of customer engagement. Let’s embark on this exciting adventure and redefine what’s possible in the world of finance.

Nothing Works Anymore: Why B2B Needs A New Playbook

Demandbase

Are you feeling like your marketing has become less effective? Like your digital, content and email campaigns are not creating the same amount of pipeline as they have in the past? The marketing playbooks we’ve used for years just aren’t working. Buyers are numb to our traditional tactics. In this session, Jon Miller, CMO of Demandbase and former cofounder of Marketo and CEO at Engagio, will share his new playbook filled with account-based techniques that are working today, including conditioning the market to your solution and engaging the right accounts at the right time with the right plays. And he’ll make you groan with some bad dad jokes as well.

Customer Lab: Maximizing Your ROI with Demandbase: A Practical Playbook for M...

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Analytics that Matter: How to Turn Raw Data Into Actionable Insight Through H...

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As marketers, we have more raw data than we know what to do with. But how do you tell a story, extract insight, and know what to do next as a marketer when we are swimming in all the data? In this rapid-fire session, we will dive deep into methodically combining the principles of marketing data, the key reports to be looking at that matter to the C-suite, and scientific hypothesis-driven thinking.

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Demandbase

ABM in a Downturn_ Account Intelligence to Do More with Less (Demandbase).pptx

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Prior to the current economic downturn, B2B companies turned to account-based marketing and Smarter GTM™ as a better way to do things. These forward thinking companies were looking to be better informed, more targeted and more efficient and effective. Smarter GTM™ and ABM was viewed as the modern approach — a best practice to drive growth, yet still seen as a “nice to have” by many. But in today’s world — a world that has been shaken by a global pandemic, labour shortages, inflation, war, and economic uncertainty — organisations’ resources have been stretched and depleted. ABM is no longer the fastest path to growth, but essential for survival. In this session Jon Miller — CMO at Demandbase and cofounder of Marketo and Engagio — will show why ABM powered by Account Intelligence is the key to work smarter, not harder, and he’ll share practical ABM tips and best practices based on Demandbase’s own secret sauce. You will learn: What it’s going to take in 2023 to create alignment between marketing and sales How to empower your sales and business development teams to sell more Tips on how to help your marketing team generate sufficient amounts of pipeline with less investment

How to Adjust Your GTM Strategy When Things Don’t Go to Plan

Demandbase

In the words of legendary marketer (and boxer), Mike Tyson, “Everyone has a plan until they get punched in the mouth.” Markets change, you lose your star player, budgets get cut, what then? Join Demandbase’s Chris Moody, Head of GTM Thought Leadership, and Stephanie McArthur, ABX Expert, for this session to learn how to pivot your GTM strategy when things don’t go to plan (do they ever?). They’ll share how to: Reevaluate your focus - know what to look for and what to adjust Balance and measure multiple GTM strategies Make sure you’re investing in the right places Leverage intent data to improve the efficiency and effectiveness Use orchestration to your advantage (less manual, mundane tasks = more time)

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Increase Marketing Effectiveness and ROI with Big Data

1. Increase Marketing Effectiveness and ROI with Big Data #B2BSummit April 29-30, 2015 | AT&T Park, San Francisco, CA CALEB WHITMORE FOUNDER & CHAIRMAN, ANALYTICS PROS @CalebWhitmore of @AnalyticsPros

4. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 4 For use with full-screen images or diagrams that look good on blue DAWN OF CIVILIZATION TO 2003 EVERY TWO DAYS “EVERY TWO DAYS NOW WE CREATE AS MUCH INFORMATION AS WE DID FROM THE DAWN OF CIVILIZATION UP UNTIL 2003” Eric Schmidt, Google - 2010

8. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 8 Some Rules of Engagement  Big Data is NOT the perfect answer  Knowing “why” is much harder that knowing “what”  The “herd” matters more than the individual

9. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 9 Marketing Nirvana Direct Selling In-Store TVOutdoor Sponsor Direct Mail PrintTrade Show Radio Traditional Channels Email Display Social Mobile Apps Direct Search Non-Branded Search Branded Digital Channels DATA

11. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 11 The Problem with Conversion Rate Conversion Rate = [ “conversions” ] / [ sessions ] 1. What is a “conversion” anyway? 2. Sessions are a poor denominator in today’s digital world

12. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 12 Four Problems With Sessions 1. Sessions are temporary, short-term 2. Sessions can be easily gamed or broken 3. Sessions don’t cross devices or span time 4. Session attribution paints an incomplete picture

14. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 14 User-level Conversion Channels  Contribution, regardless of session  Single or multiple outcome goals  Notice example: Paid Search went up by 217 conversions

20. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 20 Users to Audiences: Company  What % of your marketing is reaching your target customers by known company name?  How Many users vs. Sessions are you reaching there?

25. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 25 Find Your Audience, Re-Engage Them  Everyone +  A Marketing Channel +  Audience Criteria +  Behavior Criteria All Users Paid Search Revenue Range Engaged w/Content

26. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 26 Find Your Audience, Re-Engage Them  Everyone +  A Marketing Channel +  Audience Criteria +  Behavior Criteria +  Negative Behavior All Users Paid Search Revenue Range Engaged w/Content Did NOT convert… yet

34. QUESTIONS & ANSWERS #B2BSummit April 29-30, 2015 | AT&T Park, San Francisco, CA CALEB WHITMORE FOUNDER & CHAIRMAN, ANALYTICS PROS @CalebWhitmore of @AnalyticsPros

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