Oracle Modern Marketing Experience 2015 Keynote Presentation Description: Is your demand generation machine broken? Are your goals unattainable with current conversion metrics? Is Sales demanding more leads and better leads? Is your budget shrinking but your goals are growing? If this sounds like you, don’t miss learning how Mintigo fixed Seagate’s demand gen machine and made the unattainable goal, attainable. Presented by: - Dr.Jacob Shama, CEO and Co-Founder, Mintigo - Michael de la Torre, Sr. Director of Demand Generation, Seagate

1. How Mintigo “powered up”
Seagate’s marketing machine
Dr.
Jacob
Shama,
Min1go
CEO
Michael
de
la
Torre,
Seagate

2. It
all
started
in
the
Intelligence

3. It
all
started
in
the
Intelligence

4. “ Unit 8200 runs Israel’s tech
intelligence unit of arguably
the best intelligence gathering
apparatus in the world. “

5. The
Marke)ng
Cliff
MQL
WON*
0.28%
94%
of
MQL’s
are
either
rejected
or
untouched
35%
rejected
59%
untouched
there
is
no
leverage
in
the
todays
demand
gen
process
*2014 Sirius Decisions waterfall benchmark funnel research

6.
About
80%
of
marke)ng
budget
is
wasted…
That
is
a
scien)fic
fact!
The
Marke)ng
Black
Hole

7. • Leverage
Data
Science
in
every
step
of
your
workflow
• We
put
Data
Science
in
your
hands

8. Marke1ng
Data
>
Marke1ng
Decisions

9. The
Next
Big
Thing
in
Marke)ng
DATA
Decisions
Manual
Semi
Automated
Seamless
Internal
External
CRM
Predic1ve
Marke1ng
Marke1ng
Automa1on

10. FIRMOGRAPHIC DATA:
Company name
Domain
Industry
Revenue
CONTACT INFORMATION:
Name
Title
Email
BEHAVIORAL DATA:
Downloaded whitepaper
Data
Is
The
Key
–
Current
Data
Points

11. Technologies
• API
Provider
• Saas
product
• Databases:
MySQL
User,
MS
SQL
Server,
Oracle
DB
• Mobile
Developers:
iOS
Developers
• VMWare
User
&
Virtualiza1on
Experts
• Oracle
User
• Cloud
Compu)ng
Tech:
AWS
• Cloud
Compu)ng
Tech:
Azure
• Data
Center
User
Apps
&
Tools
• Email
Service:
MS
Exchange
Online
• MS
Office
365
User
• MS
SharePoint
User
• Collabora1on
Tools
User:
Jive,
Yammer,
Cha`er
• Atlassian
&
Jira
Users
• Hiring
Enterprise
Content
Mgmt
Expert
Web
Technologies
• DNS:
Neustar,
GoDaddy,
Dyn,
MadeEasy,
Amazon
• CDN
Technology:
Akamai,
Amazon
• CMS
Technologies:
SiteCore,
Joomla,
WordPress,
Drupal
• Web
Analy)cs
Technologies:
WebTrends,
Op1mizely,
CoreMetrics,
Adobe
Omniture,
Website
Technology:
Ad
Services,
Live
Chat
Company
• Growing
Company:
Hiring
>250
Employees
• Has
Mul1ple
Loca1ons
• Company
Employs
Field
WorkForce
• Mobile:
BYOD
Ini1a1ve
• Mobile:
MDM/MAM
Technology
• Alexa
Ranking
• PPC
Budget
Spend
• Company
has
Call
Center
• Compliance:
SOX,
HIPAA,
FINRA/FISMA
• Adver1sing
Technologies:
Atlas,
Google
Adroll,
Google
Adwords,
DoubleClick
for
Adver1sers
DATA:
Min)go’s
Marke)ng
Indicators

12. Decisions:
Making
the
Right
Marke)ng
Decision
• Who
are
my
ideal
prospects
?
Discover
your
CustomerDNATM
• How
should
I
communicate
to
them
?
Use
Marke1ng
Indicators
to
create
micro-­‐
segmenta1ons
• What
should
I
say
to
them
?
Predict
best
content
to
segment
fit
• Where
do
I
put
my
resources
&
focus
?
Create
scoring
models
12

13. The
Ul)mate
Marke)ng
Machine
Audiences
Actions
Decisions

14. Michael de la Torre, Sr Director, Demand Generation

15. Seagate Confidential 15
Seagate.
“Data
is
beau)ful”

16. Seagate Confidential 16
Why
I
am
here

17. Seagate Confidential 17
From
prey
pictures
to
revenue
marke)ng

18. Seagate Confidential 18
Today’s
CMO
Build
the
Brand
Create
and
Convert
Demand
Enable
the
Sellers

19. Seagate Confidential 19
#1.
New
Buying
Behavior
Source: Corporate Executive Board, Marketing Leadership Council research.
Awareness Evaluation Selection
Sales Engagement Point
Information
Gathering

20. Seagate Confidential 20
#1.
New
Buying
Behavior
No Man’s Land
Awareness SelectionEvaluation
Information
Gathering
Present Sales
Engagement
Point
Source: Corporate Executive Board, Marketing Leadership Council research.

21. Seagate Confidential 21
#
2.
Marke)ng
is
Sales
Marke)ng
Sales

22. Seagate Confidential 22
#3.
New
game
=
New
skills

23. Seagate Confidential 23
#4.
New
game
=
new
metrics
Budget
as
a
%
of
revenue
Number
of
leads
Number
of
wins
Cost
per
lead
(CPL)
Cost
per
win
(CPW)
ROI

24. Seagate Confidential 24
#5.
New
game
=
new
tools

25. Seagate Confidential 25
Build the
Brand and
segmented
messages
Create
Demand
and Support
Buyer
Research
Enable the
Sellers
Ensure
Customer
Success
Determine
where to target
with Data
Science
Enable Online
and Channel
Transactions
Tomorrow’s
CMO?

26. Seagate Confidential 26
Build the
Brand and
segmented
messages
Create
Demand
and Support
Buyer
Research
Enable the
Sellers
Ensure
Customer
Success
Determine
where to target
with Data
Science
Enable Online
and Channel
Transactions
Which
is
why
I
went
looking
for
Min)go

27. Seagate Confidential 27
Min)go
as
the
catalyst
ACTUAL EXAMPLES

28. Seagate Confidential 28
Min)go
as
the
catalyst
ACTUAL EXAMPLES

29. Seagate Confidential
Technologies
• API
Provider
• Saas
product
• Databases:
MySQL
User,
MS
SQL
Server,
Oracle
DB
• Mobile
Developers:
iOS
Developers
• VMWare
User
&
Virtualiza1on
Experts
• Oracle
User
• Cloud
Compu)ng
Tech:
AWS
• Cloud
Compu)ng
Tech:
Azure
• Data
Center
User
Apps
&
Tools
• Email
Service:
MS
Exchange
Online
• MS
Office
365
User
• MS
SharePoint
User
• Collabora1on
Tools
User:
Jive,
Yammer,
Cha`er
• Atlassian
&
Jira
Users
• Hiring
Enterprise
Content
Mgmt
Expert
Web
Technologies
• DNS:
Neustar,
GoDaddy,
Dyn,
MadeEasy,
Amazon
• CDN
Technology:
Akamai,
Amazon
• CMS
Technologies:
SiteCore,
Joomla,
WordPress,
Drupal
• Web
Analy)cs
Technologies:
WebTrends,
Op1mizely,
CoreMetrics,
Adobe
Omniture,
Website
Technology:
Ad
Services,
Live
Chat
Company
• Growing
Company:
Hiring
>250
Employees
• Has
Mul1ple
Loca1ons
• Company
Employs
Field
WorkForce
• Mobile:
BYOD
Ini1a1ve
• Mobile:
MDM/MAM
Technology
• Alexa
Ranking
• PPC
Budget
Spend
• Company
has
Call
Center
• Compliance:
SOX,
HIPAA,
FINRA/FISMA
• Adver1sing
Technologies:
Atlas,
Google
Adroll,
Google
Adwords,
DoubleClick
for
Adver1sers
Min)go
as
the
catalyst
ACTUAL EXAMPLES

30. Seagate Confidential 30
Min)go
as
the
catalyst
ACTUAL EXAMPLES

31. Seagate Confidential 31

32. The
Ul)mate
Marke)ng
Machine
Audiences
Actions
Decisions

33. Min)go
leverages
science
to
provide
you
with
a
clear
view
of
your
marke)ng
road

34. Min)go
leverages
science
to
provide
you
with
a
clear
view
of
your
marke)ng
road

35. I
like
my
data
shaken,
Not
s1rred