Why the Data Driven CMO is Winning
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Heather Zynczak CMO, Domo Today’s CMO has an abundance of data at their disposal to help plan, execute and refine marketing programs that target key prospects. But what the best CMOs do with that data elevates them and their marketing teams ahead of the competition. Heather Zynczak, CMO of Domo, will walk you through how she gathers, visualizes and uses the data at her finger tips to calculate ROI in order to build a highly impactful and successful marketing strategy with her marketing team.
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The idea of using data to drive marketing and business decisions is definitely attractive, and all the buzz these days. But with so much data available, and so many areas the B2B website covers, it can be overwhelming. You might have a redesign coming up, a big product launch, or just yearly planning, and you know there’s more you could be doing with your data to help guide those initiatives.
Modern analytics and data solutions offer an enormous range of power, and the savvy web marketer can use these tools to help take the guesswork out of their efforts.
In this webinar, you’ll learn how to:
- Determine goals and priorities
- Unlock your existing data and focus on what matters most
- Simplify and operationalize reporting and analysis
- Close the loop to share and use actionable insights
By following the tips set out in this session, your team will no longer have to guess whether your website is an effective B2B marketing tool.
Increase Marketing Effectiveness and ROI with Big Data
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.
4 Things Every B2B Marketer Should Know About Programmatic Ads
The future of programmatic ad buying for B2B is now. Programmatic for B2B is not just about automated media buying or audience building, it’s about automating the workflow and reducing ad waste between the systems. B2B Programmatic is a race to the top, connecting ads to marketing automation and website personalization to CRM systems in order to drive opportunities further down the funnel.
Louis Moynihan, VP of Strategic Alliances at Demandbase, and Jenifer Metz, Global Demand Generation at CSC, will show you where B2B programmatic advertising is headed and how it is impacting the B2B landscape.
In this webinar, we will cover:
A strategic overview of the Programmatic Advertising Landscape
What is next for programmatic advertising?
What Account-Based Re-targeting is and its impact
How to deliver full-funnel B2B ad experiences
Customer examples of B2B Re-targeting success
The New Rules for B2B Website Performance & Personalization
For years B2B marketers have played by B2C rules, with limited to no success. Now the game has changed. Join Demandbase and Optimizely to learn why approaches to B2B website personalization and performance have evolved past persona tactics to account-based targeting strategies and what you need to know to stay in the game.
Key takeaways:
Why persona segmentation is no longer the go-to for B2B personalization
How you can build an Account-Based Marketing personalization strategy for your website
Benchmarks for success from some of today’s leading ABM marketers
Getting to What Matters: Driving Conversions Through B2B Content Personaliz...
Many marketers spend time and money building personas so they can “speak” to B2B buyers. But too often, they use generic content that doesn’t deliver results. Target your top customers with personalized messages that drive engagement and convert leads. Leverage:
- Core principles of account-based marketing
- Best practices for onsite and offsite personalization
- Real life tactics from successful companies to drive growth
- Generate more revenue by personalizing for accounts that matter the most.
Key Findings from 2015 B2B Buyers Survey
Join Demandbase's John Dering and Demand Gen Report's Andrew Gaffney for this webinar on June 25 at 1pm ET/10am PT, and take a look at the data in context to see what is really happening during the buying process, including:
What parts of your website may be hurting your chances with buyers;
Which departments are actually influencing the buying decisions; and
What resources (social, trade shows, etc.) are buyers actually using to research vendors?
The [Virtual] B2B Marketing Game Changer Event
Most marketers have felt the sting of sales telling them that their thousands of hard earned marketing generated leads are no good. This gap in sales and marketing alignment is a common theme in today’s B2B world. But with an Account-Based Marketing (ABM) strategy, sales and marketing teams can align their efforts and drive revenue together.
In this webinar, Peter Isaacson, CMO of Demandbase will deliver practical advice around aligning your sales and marketing teams and transforming your organization into an ABM machine. Then, Claudia Hoeffner and Evan Britt of Acquia will share how they drove $4MM in Q4 revenue using ABM!
2015 Trends in B2B Digital Marketing
Marketers are faced with the challenge of keeping up with new, hopefully better, strategies that emerge at a rapid rate, while cutting ineffective practices waning in popularity. It’s very valuable for marketers to have benchmark data about how the current digital marketing landscape looks, what’s new, what’s working and what isn’t. Quite often, marketers can gain a competitive advantage simply by being quick to adopt new digital marketing strategies in advance of mass adoption that eventually dilutes the impact of new things.
This study, presented by Jerry Rackley, Chief Analyst at Demand Metric & Jim Hopkins, Sr. Product Manager at Demandbase, took a close look at digital marketing to understand current practices, goals, strategies, metrics and effectiveness. Furthermore, the study investigated how well organizations understand their chosen markets, who in those markets they target as prospects and what their biggest challenges are in the pursuit of success.
B2B Advertising [Not] for Dummies
The B2B marketing game has changed and today’s best practitioners have already adopted the new rules. Are you one of them? If not, don’t worry, there’s still time to get into the game.
Join Demandbase’s Director of Marketing Programs, John Dering, and VP of Product Marketing, Phil Hollrah, to see how you can apply 2015’s new rules of B2B marketing to deliver the results your execs expect.
You’ll learn more about:
The shift in B2B marketing and what it means for B2B display
What metrics you should really be tracking
How you can tackle the challenge of account targeting and segmentation
Success stories from leading B2B marketers
Demand Metric ABM Adoption Benchmark Report
The last few years have seen a dramatic increase in the awareness of Account-Based Marketing as marketers strive to increase the performance of their programs. We recently teamed up with DemandMetric to conduct a research study on Account-Based Marketing adoption and usage among B2B marketing companies. This 45-minute webinar will showcase more than 20 key findings on the latest trends in adoption, readiness, and business impact of ABM.
https://www.demandbase.com/whitepaper/account-based-marketing-adoption-benchmark-report-september-2015/
Sales Vs. Marketing at Demandbase
Wouldn’t it be great to kick off 2015 with a fully-aligned Sales and Marketing engine? Account-Based Marketing is the key to defining shared goals, tightening up funnel metrics all the way through and aligning these two teams for success. In this webinar, Sales and Marketing leaders from Demandbase will share their first-hand strategies and tactics for implementing Account-Based Marketing and working together to accelerate the buying cycle and generate revenue. You’ll learn:
How to collaborate and create the optimal target account list
How to implement the right tools, processes and infrastructure to support ongoing alignment
How to use the target account list to align sales territories, content marketing initiatives, and marketing programs
How to continually optimize programs based on full transparency and real-time feedback between teams
What it’s like to actually enjoy happy hour with your Sales’ counterpart.
Changing the Game with Demandbase Premium Analytics
B2B Marketers have unprecedented ability to measure their programs, ushering in the era of “data-driven” Marketing. But as you’re rushing towards collecting more data, driving more leads and defining new metrics, it’s time to ask yourself:
Are my website advertising investments attracting my targets?
What content are my targets engaging with?
What website changes can I make to increase conversion of my target accounts?
Are my activities actually driving revenue?
In this 25-minute webinar, followed by an “Ask-the-Expert” session, Amit Varshneya and Zineb Harvey will share key Premium Analytics insights that have helped shape the digital strategies of 100s of Demandbase Premium Analytics customers, like Ellie Mae and Iron Mountain.
How Account-Based Marketing Increases Close Rates by More Than 57%
Most B2B marketers have accepted that the sales team will never be satisfied with their efforts. Buyers are moving online and conducting more than 2/3 of their research anonymously before contacting a vendor, leaving sales and marketing pointing fingers at each other as to why they are missing their forecasts. But there is a way to break the cycle and beat those forecasts; and it’s called Account-Based Marketing (ABM).
During the interactive webinar, we’ll discuss how ABM is delivering on the promise of B2B marketing and sales performance by:
- Aligning the focus of both marketing and sales to work in harmony, not silos
- Making marketing and sales more effective by focusing on what matters the most; accounts
- Understanding the nature of a B2B Buyer and using the right metrics to measure success
- Increasing close rates by more than 57% and Annual Contract Values by more than 30%
The Future of B2B Advertising is Here - Webinar
Find out why 95% of B2B Marketers say Account-Based Advertising Drives Success
If you’re here, it’s because you’ve noticed that traditional display advertising isn’t proving the value necessary to drive sales growth and you’re ready to take your B2B ad campaigns to the next level.
Get ready to be the rock star on your team – in less than 45 minutes you’ll learn how Account-Based Advertising aligns marketing with sales and delivers the results your execs expect.
* A strategic overview of B2B Digital Advertising
* An exclusive look at the future of B2B Advertising in 2016
* How to deliver & measure full-funnel B2B ad experiences which drive growth
* Success stories from leading brands such as CSC, Veracode, and Plex
Account-Based Marketing: Welcome to the New Reality in B2B
https://www.demandbase.com/webinar/virtual-marketing-innovation-summit-b2b/
Megan Heuer, VP & Group Director, SiriusDecisions
It’s the classic disconnect: While Sales talks accounts and opportunities, Marketing talks segments and solutions. Smart marketers know the secret to fixing this: Account-Based Marketing (ABM). Now a major trend in B2B, ABM aligns marketing efforts with sales goals and customer needs. In this session, we’ll share the types of ABM and how they fit into a best-in-class B2B marketing portfolio. We’ll also explain the toolkit that enables a scalable approach to ABM and improves alignment with Sales. Finally, we’ll share examples of success along with findings from our survey about the current state of ABM in B2B.
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Description:
How is it that b-to-b marketers have more data sources than ever before, but many are still in the dark about how to reach more of the right prospects? Sometimes the sheer volume of data can seem overwhelming, but it doesn’t have to be. In fact, with the right processes, skills and tools, many companies are transforming their approach to demand creation and letting data do the work for them.
Marketers need to make decisions in a data-rich environment, where vast amounts of customer data are flowing not only from the company’s internal systems such as CRM, marketing automation and web analytics, but also from external sources such as social, mobile, and other sources that can be found all over the web. But how do you separate the good data that signify buying signals from the noise found in the rest of the data? And what new skills and processes bring them to life?
In this dynamic session, we’ll hear from thought leaders from LinkedIn, SiriusDecisions and Mintigo on the best strategies for taking a data-driven approach to marketing. They will address key considerations and best practices to answer essential questions around:
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-Examples of marketers at leading companies are effectively utilizing big data & predictive analytics
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Understand Your Customer Buying Journey with Big Data
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Today more than ever the role of the marketing and product executives have become data-driven. Business executives who leverage data to understand prospect and customer behavior have gained an edge over their peers. Big Data analytics is the key to unlocking insights from your customer behavior data and empowers you to combine and analyze all of your customer interaction data to drive customer acquisition and loyalty.
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To view the full webinar, please visit:
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Description:
How Predictive Marketing Powers Real Time Web Personalization
Many B2B marketers have heard the term “predictive analytics,” but when asked to describe how this is used to improve their marketing efforts, very few have an answer. Or, they only think of it as applied to predictive lead scoring built with black box algorithms, leaving them with an arbitrary number that’s meant to reflect how valuable a lead is, but with no explanation as to how it was derived.
Savvy marketers understand that the data and insights that predictive analytics uncover can be used to not only drive the discovery of the most likely buyers, but also be used to create effective, relevant customer experiences.
The result is greater engagement with prospects and customers by offering the right messages to the right audiences in real time.
In this webinar, we explain:
- Why it’s critical to know your ideal customer profile, aka your CustomerDNA(TM)
- How to identify key customer attributes to create targeted customer experiences
- How to develop and launch a data-driven personalization strategy in less than 30 days
About The Speakers:
Tony Yang, Sr. Director of Demand Generation at Mintigo
Tony is the Sr. Director of Demand Generation at Mintigo. As a data-driven marketer with deep experience in the B2B, SaaS, and enterprise 2.0 space, Tony’s career includes marketing leadership roles at several early stage SaaS startups as well as at large enterprises such as IBM. Tony holds an MBA from the Marshall School of Business at University of Southern California, a Masters in Information Systems Management from Keller Graduate School of Management, and BA degrees in both Economics and Chinese Studies from the University of California, San Diego. He is fluent in both English and Chinese. His interests include all things related to inbound marketing, growth hacking, and USC Trojans Football.
Ashley Chavez, Director of Marketing at Get Smart Content
Ashley is the Director of Marketing at Get Smart Content, where she leads the strategy and execution of demand generation and product marketing. She joins the team with more than 8 years of hands-on experience in managing digital marketing and revenue-generating campaigns for industry-leading B2B and B2C organizations. Before joining Get Smart Content, Ashley oversaw marketing operations and demand generation at Revinate, where she managed efforts that made up more than 40% of monthly revenue contribution. Ashley received her BS in Marketing and Database Management at CSU Monterey Bay.
Tim Barker - Five Tips for Guaranteed SaaS Success
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In this talk, Tim will discuss the top-5 lessons for building and scaling a tech business based on his first-hand in his own startups, his experience at Salesforce.com (one of the fastest growing tech companies of all-time) and the lessons he’s adopting and applying to growing DataSift’s big data business globally
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Retailers face a series of challenges every day, including volatile economic conditions, rapidly advancing technology and keeping pace with increasingly connected and demanding consumers.
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A Fitter Funnel in 2014: Streamline and Accelerate Your Lead-to-Revenue Model
Want to win the revenue race this year? It's time to put your funnel on a fitness program. Discover how HootSuite was able to simplify their lead capture forms and drive higher lead volumes without sacrificing quality. You will learn how, using InsideView and Marketo, they increased conversion rates, accelerated speed from inquiry to sales-qualified leads, and substantially boosted lead quality.
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Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
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From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
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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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Prior to the current economic downturn, B2B companies turned to account-based marketing and Smarter GTM™ as a better way to do things.
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Reevaluate your focus - know what to look for and what to adjust
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Understanding
AI-Generated Content:
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Why the Data Driven CMO is Winning
- 1. Why the Data-Driven CMO is Winning #B2BSummit April 29-30, 2015 | AT&T Park, San Francisco, CA Heather Zynczak Chief Marketing Officer, Domo @hzynczak
- 2. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 2
- 3. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 3 Start by Leveraging Your Best Data “Opinion against opinion, seniority wins. Opinion against data, data wins. Data against data, the best data wins.” Nick Fell, CMO SAB Miller (Domo Client) 3
- 4. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 4 3 I Am a Data Driven CMO Create a culture for data driven marketing and decision making for superior results
- 5. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 5 Data Enables Creative Freedom
- 6. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 6 Leveraging Data
- 7. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 7 Manage The Business
- 8. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 8 Focus on ROI and Optimize Spend
- 9. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 9 Increase Process Efficiencies
- 10. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 10 Develop a Data Driven Culture
- 11. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 11 Plan and Execute Individual Initiatives
- 12. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 12 Broadcast Wins
- 13. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 13 Data Driven Decisions Determine Destiny Manage entire business Focus on ROI Optimize Spend Increase Process Efficiencies Develop a Data Driven Culture Plan and Execute Initiatives Broadcast Wins
- 14. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 14 Thank you
Editor's Notes
- Love Mad Men - Outfits, Don Draper Hot, view into what marketing used to be like (3 martini lunch, couch, award). Today’s marketer must be different We can measure everything. Digital has changed the game. Every company is a cloud company.
- CMOs across the Globe are getting this. Quote from SABMiller CMO. Any CMO that is not data driven is writing their own retirement plan.
- my background - finance and accounting, wharton. You will make better decisions, be more successful, and be able to show your worth at the executive table if data driven. Story – my favorite board meeting
- Fight going on amongst marketers – data vs creative. Not either or. Data gives freedom to be more creative Arguments with Creative Director Dreamforce street team story.
- Marketing always has pretty slides…..I am going to put my money where my mouth is and demo – show you how I use data.
- Walk through favorites
- LI story
- Jeff Cullimore story. Emphasize that he is not a data analyst
- Bragging Gabie Boko story