The document discusses the use of customer data platforms (CDPs) for enhancing B2B marketing strategies, emphasizing the importance of quality leads defined by behavior, persona, and timing. It highlights practical use cases such as predictive lead scoring and Uber's controversial data practices, underscoring the necessity of responsible data usage. Additionally, it touches on the balance between leveraging data for business growth and adhering to privacy and ethical considerations.

1. Using Customer Data for
B2B Growth
Kiyoto Tamura
kiyoto@treasuredata.com
@kiyototamura

2. First, Questions...
Do you consider yourself to be a marketer?
Are you familiar with “Raw leads”, “MQLs”, “SALs”, “SQLs”, etc.?
Have you heard of the term Customer Data Platforms?

3. Introduction
● Former algorithmic trader
● Open source enthusiast (Fluentd)
● Data-driven B2B Marketer
● 1st employee@Treasure Data

4. SPOILER
this talk is about how B2B marketers use data to win

5. You know you’ve been in B2B marketing if...
Asked for MORE leads Asked for BETTER leads BOUGHT “leads”

6. Review: Lead Funnel

7. delivering QUALITY leads at SCALE is HARD

8. Formula for B2B Marketing Success
Quality = Behavior Persona Timingx x
“Do they do the
right thing on the
website?”
“Are they the
right people?”
“Are they in the
market to buy?”

9. “Fear Not, We Have Data!”

10. Difficult to Get Behavior Right

11. Difficult to Get Persona Right
N
O

12. Difficult to Get Timing Right

13. Many Tools, Many Silos...

14. Solution? Back to the Formula
Quality =
Right
Behavior
Right
Persona
Right
Timing
x x
What
Intent
Who
Demographic
When
Context

15. CUSTOMER DATA PLATFORM (CDP)
a marketer-managed system that creates a persistent, unified customer database
that is accessible to other systems

16. Customer Data Platform: Hub-and-Spoke

17. Customer Data Platform: Connected, Live Data

18. EXAMPLES
all this sounds great in theory. how ‘bout in practice?

19. CDP Use Case: Predictive Lead Scoring

20. Lead or Not Lead?

21. Predictive Lead Scoring in 5 minutes

22. Predictive Lead Scoring
Quality = Behavior Persona Timingx x
What
Intent
Who
Demographic
When
Context
explanatory variables/features/inputsYES/NO
response
variables

23. PREDICTIVE STUFF: START SIMPLE
don’t get caught in the AI craze

24. CDP Use Case: Uber “Greyballing”
“When Uber moved into a new city, it
appointed a general manager to lead
the charge. This person, using various
technologies and techniques, would try
to spot enforcement officers.”

25. Uber Greyballing Tactic: Location + Behavior
● Find users with frequent pick-ups
and drop-offs near Gov’t
buildings
● They are likely to be Gov’t officials
● Don’t show them Uber cars

26. Uber Greyballing Tactic: Enriching Data
Credit Card Prepaid cell # Social Profiles

27. Uber “Greyballing”: Not All Bad?
“Uber employees said the practices
and tools were born in part out of
safety measures meant to protect
drivers in some countries. In France,
India, and Kenya, for instance, taxi
companies and workers targeted and
attacked new Uber drivers.”

28. DATA IS POWERFUL
use it responsibly

29. Email Marketing
(that doesn’t suck)

33. 30 MIN LATER
I got the BEST post-cancellation email ever

35. Why Zoom Is So SmartBrandSatisfaction
Time
Navigating to
cancel is not
easy
What’s this?
Exit questions?
Great. Upsell
from CEO
That was
actually great!
“Try to keep ‘em”
“Get more data”
“Leave a good last
impression”
What I will
remember
What’s useful for
Zoom

36. Where Zoom Can Do Even Better
Business
kiyoto@treasuredata.com
Works@Treasure Data
Personal
me@ktamura.com
Uses Zoom@Treasure Data
≒

37. ...and maybe send me this instead

38. DATA IS CONTEXTUAL
ask for it (but be human)

39. Cautionary Tale: AdTech

41. Internet Privacy Rules Debate

42. DATA IS THE NEW OIL
unfair advantage (but don’t abuse it)

43. In Sum
Quality = Behavior x Persona x Timing: Applied to lead gen as well as CX
Customer Data Platform: A must have for the hyperconnected world
Privacy and Ethics: Let’s not cannibalize our own future

44. QUESTIONS?
Thank you!
Kiyoto Tamura
kiyoto@treasuredata.com
@kiyototamura