The document discusses how marketing has shifted from a focus on mass campaigns and branding to being data-driven, targeted, and focused on generating measurable returns. It outlines how marketing needs to understand audiences, market internally to stakeholders as well as externally, and measure and report on key metrics in order to elevate the marketing function and drive business growth. The presentation provides guidance on how to succeed in modern marketing.

1. The Business
of Marketing
Maria Carballosa
EVP and Chief Marketing Officer
Drillinginfo

2.  The new expectations from marketing
 How to elevate the marketing function
to be a driver for growth
 How to create value for the company
The Business
of Marketing

3. Hello.
Maria Carballosa
EVP and Chief Marketing Officer
Drillinginfo

4. Drillinginfo is fundamentally
changing oil and gas E&P.
Our solutions enable
customers to be competitive,
efficient and proactive in a
dynamic industry environment
Who We
Are

5. How Marketing
Used to Work

6. Massive Shift in
Marketing
revenue
Audience
Engagement
customer
journey
content
analytics
ValueAdd
intelligence
automation
ROI
MARKETSIZING
Targeted
technology
Demand
generation
Sales
Funnel
SEO
Marketing
Generated Leads
Customer
Focus
Customer
Pain Points
Comprehensive
Strategy
Social
Media
Pipeline
Data
Driven
Tactics
Digital
Media
Relevance
ads
BRAND
Positioning
CTA
USERS
BUYERS
communication
Views
Downloads
Opportunities
PRODUCTS PROCESS

7. How do You
Succeed?

8. Know Your
Audience and
be Relevant

9. Market Internally
and Externally

10. CEO
Finance
Sales
Internal
Stakeholders

11. Revenue Growth
Return on Investment
Conversion Rates
Customer Satisfaction
Customer Acquisition
Marketing Pipeline
Customer Retention
Lifetime Customer Value
Lead Quality
Engagement Rates
Demand Generation
Logo
Identity
Tone / Style
Font
Color
Campaign
Halo
Goodwill
Pretty Pictures
Concepts
Logistics
From Overhead to
Value Creator
Marketing Speak Business Speak

12. Measure and
Report Results

13. External
Audience
Product
Users
Decision-
makers
Influencers

14. How Are You Solving
Their Problems?
Content
Measurement
Insight
Technology

15.  The new expectations from marketing
 How to elevate the marketing function
to be a driver for growth
 How to create value for the company
The Business
of Marketing

16. Discussion