Oracle Modern Marketing Experience 2015 Partner Showcase Pavilion Description: To improve its marketing and sales pipeline, the marketing team at Red Hat implemented Mintigo’s Predictive Lead Scoring and Data Enrichment application directly into their Eloqua through the Oracle Marketing AppCloud. With these capabilities operating natively in Eloqua, Red Hat is able to predictively score as well as enrich contacts with relevant data provided by Mintigo in real time. As a result, Red Hat is able to identify the mostly likely buyers for its various solutions. In addition, the extensive data provided for each contact in real time by Mintigo enables the Red Hat team to better segment leads and offer more relevant messages based on the data they did not have access to before. Presented by: - Blake Tablak, VP of WW Sales at Mintigo - Tal Segalov, CTO & Co-founder at Mintigo - Cameron Conway, Director of Customer Insights at Red Hat

1. +
Leveraging customer insights to transform
B2B Demand Generation

2. background

3. demand gen process
campaigns
list buys
whitepapers
webinars
tradeshows
demand activity marketing automation
nurture
score
analyze
marketing funnel
mql
sal
sqo
entire process relies on data shared by the customer with little augmentation

4. demand gen process
campaigns
list buys
whitepapers
webinars
tradeshows
demand activity marketing automation
nurture
score
analyze
marketing funnel
mql
sal
sqo
60% to 80% 40% to 50% 4x’ to 10x’s
data is bad or has
no chance of closing
Leads are in the
wrong nurture track /
inability to see stage
Top line growth
left on the table

5. an expensive process
*2014 Sirius Decisions waterfall benchmark funnel research
Cost per Win outstrips ROI in most cases
2.89 wins per 1000 inquiries
@ average $43 per inquiry
ROI for $43 CPL @ SD Average Coversion rates
Average Gross Margin
279.7% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
25,000 (83.1)% (66.2)% (49.4)% (32.5)% (15.6)% 1.3% 18.1%
50,000 (66.2)% (32.5)% 1.3% 35.0% 68.8% 102.5% 136.3%
75,000 (49.4)% 1.3% 51.9% 102.5% 153.2% 203.8% 254.4%
100,000 (32.5)% 35.0% 102.5% 170.0% 237.6% 305.1% 372.6%
125,000 (15.6)% 68.8% 153.2% 237.6% 321.9% 406.3% 490.7%
150,000 1.3% 102.5% 203.8% 305.1% 406.3% 507.6% 608.9%
175,000 18.1% 136.3% 254.4% 372.6% 490.7% 608.9% 727.0%
200,000 35.0% 170.0% 305.1% 440.1% 575.1% 710.1% 845.2%
225,000 51.9% 203.8% 355.7% 507.6% 659.5% 811.4% 963.3%
250,000 68.8% 237.6% 406.3% 575.1% 743.9% 912.7% 1081.4%
AverageSalesPrice
AVERAGE COST PER WIN
$14,879
$150K ASP $75K ASP

6. an inefficient process
“the cliff”
Today, there is no leverage. In
order to drive more closed won,
you need to spend more on the
front half of the funnel.
93%
LOSS RATE
MQL
SAL =
66%
SQO =
48%
WON
= 20%
*2014 Sirius Decisions waterfall benchmark funnel research
2.89 PER 1000 inquiries*
there is no leverage in the todays demand gen process

7. bad results = no trust
low trust by sales in the todays demand gen process drives bad results
ACCORDING TO SIRIUS
DECISIONS 93% OF EVERYTHING
THAT MARKETING “QUALIFIES”
– NEVER CLOSES
93%
LOSS RATE
High rejection rates by sales
Astronomical “Cost per Win”
Low % “marketing sourced” wins

8. why is this?

9. challenge : customer data everywhere

10. Company
• Revenue
• Number of Employees
• HQ Location
• Industry
• Contact information (title, etc.)
• Behavioral data
• Product Usage and Ownership
challenge : not much available
= above $1B in revenue
HQ’d in North America
financial roles & titles
10% to 20% of your top accounts don’t fit your definition!

11. Company
• Revenue
• Number of Employees
• HQ Location
• Industry
• Contact information (title, etc.)
• Behavioral data
• Product Usage and Ownership
challenge : not much available
you can’t target what you cant see!
= early adopters
compliance requirements
high turn over in IT

12. customerDNA:cDNA™
2,100+ MI’s
7M Companies
100M Uniques
Machine Learning
Cleanse  Enrich  Append  Analyze

13. Get the Full Picture: cDNA™
Web Site Content and Techs
• Website Content:
Host Webinars
Offer Complex 1:1 Demo
Use Inforgraphics, eBooks, White Papers and Blogs
• Website Technology:
Ad Services, Live Chat
Log-In, SSL
• Advertising Technologies: Atlas, Google Adroll,
Google Adwords, DoubleClick for Advertisers
• CDN Technology:
Akamai, Amazon
• DNS: Neustar, Amazon, Dyn
Company
• Is SaaS
• Cloud Computing Techs: AWS
• Growing Company: Hiring >250 Employees Annual
• Location growth: Has Multiple Locations, new
locations, distributed workforce, etc.
• Company has Call Center
• Compliance: SOX, HIPAA, FINRA/FISMA
• Mobile: BYOD, Mobile Developers
• Has Datawarehouse: Use Oracle OBIEE, SAP Business
Objects
CyberSecurity
• Hiring employees with security clearance, SEIM
positions, cyber attack, cyber security, IT security,
security certified, etc. positions
• Has had a breach, major security event
• Iaas, Paas, Saas, eCommerce companies
• High compliance requirements, PCI/DSS, HIPPA,
Truste, etc.
Competitors & Partners
• Using Web Conference Tools: Cisco Webex, Citrix
GoToMeeting
• Webinar/Webcasting Tech: On24
• Web Analytics Technologies:
WebTrends, Optimizely, CoreMetrics, WordPress
Stats, ClickTale
• Customer Experience: Foresee
Integrations & Partners
• CRM: SalesForce, Siebel, Netsuite, MS Dynamics
• CMS Technologies:
SiteCore, Joomla, WordPress, Drupal
• Using Collaboration Tool:
Sharepoint, Jive, Atlassian, Jira
• Marketing Automation:
Marketo, Eloqua, Pardot, Eloqua, HubSpot, ExactTarget
• Email Services: Dyn, Rackspace, icontact, Symantec
cloud, McAffee SaaS, madrill, mailchimp

14. cDNA™ / MI example
EMPLOYMENT & LOCATIONS
MANY OFFICES, NEW LOCATIONS
COLLABORATIVE
JIVE, SOCIAL, SHAREPOINT, etc.
“these cDNA indicators may
mean that your prospective
buyers are comfortable using
technologies that would be
better suited for your
solutions”
COMPLIANT & SECURE
CYBERSECURITY, PCIDSS, eCOMM

15. cameron conway, dir customer insights

16. INSIGHTS

19. What’s next for RedHat?
LEAD PRIORITIZATION
& ENRICHMENT
M & ACAMPAIGN SEGMENTATION CROSS & UP
SELL
CUSTOMER
LIFETIME
VALUE
FIT ANALYSIS INSIGHTS

20. thank you!