#MME15: Modern Marketing Revolution: How Social Selling and Predictive Marketing Forever Transform Your Sales Process
Oracle Modern Marketing Experience 2015 Breakout Session Presented by Meagen Eisenberg, CMO of MongoDB Description: Attendees will learn how to use social selling and predictive marketing to transform lead generation and dramatically increase sales effectiveness. As part of the modern marketer’s suite of new tools, social selling and predictive marketing are two of the most exciting new approaches to improve marketing and sales success. Social selling is when salespeople use social media to communicate with their prospects. Offering content and sharing ideas is a refreshing alternative to cold calling and hard selling. Learn how DocuSign uses social selling and predictive marketing in concert with the Oracle Marketing Cloud and Eloqua system to guide campaigns, content, and nurturing with great results. Predictive marketing is used by advanced B2C marketers including Amazon or Netflix to build highly tailored offerings. The big data behind predictive marketing enables B2B marketers to gain deep insights into their buyer profiles and make real time marketing decisions based on data. Modern marketers realize the challenge of updating their lead gen databases. With thousands, and even millions of leads flowing through your platform many marketers are realizing they need to score leads. But traditional lead scoring isn’t enough since it’s based on limited information and assumptions. Rather than hiring a data scientist (which are in very short supply and garner top salaries to create their own algorithms), some B2B marketers are turning to predictive marketing for help. Predictive marketing can help you create better personas, prioritize activities and content with predictive scores, and obtain insights with enriched account data for more relevant messaging and offers. Predictive marketing can find the golden nuggets hiding in your lead funnel. You can decide on which leads need more nurturing, which are ready to be sent directly to sales, and which don’t really qualify for your company.
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#MME15: Modern Marketing Revolution: How Social Selling and Predictive Marketing Forever Transform Your Sales Process
- 1. How predictive marketing and social selling can improve your business Meagen Eisenberg CMO @meisenberg @mongodb
- 3. What is marketing’s mission? • Build the brand • Create demand and convert • Enable sales and channel
- 4. What keeps me up at night? (besides my children) • Sales and marketing efficiency • Scaling • Optimizing the budget • Delivering targeted messaging • Always keeping ahead of competition
- 5. Demand gen today “the cliff” ACCORDING TO SIRIUS DECISIONS 93% OF EVERYTHING THAT MARKETING “QUALIFIES” – NEVER CLOSES 93% LOSS RATE MQL SAL = 66% SQO = 48% WON = 20% *2014 Sirius Decisions waterfall benchmark funnel research 2.89 PER 1000 inquiries* there is limited leverage in today’s demand gen process
- 6. 750 Tech Partners 2,000 Customers 35,000 Members 9+ million downloads 250,000 MongoDB University Students
- 7. How do I find my buyers faster?
- 8. Our prospects are everywhere! C-Level CIO/CMO Marketing DB Admin IT Ops Developer SysAdmin Developer Developer Operations
- 9. Definition: Predictive Marketing Leverage vast amounts of data and science to predict which marketing actions have a high probability to succeed and which ones will probably fail.
- 10. Predictive is at the heart of marketing LEAD PRIORITIZATION & ENRICHMENT M & ACAMPAIGN SEGMENTATION CROSS & UP SELL CUSTOMER LIFETIME VALUE FIT ANALYSIS INSIGHTS
- 11. With Predictive Marketing and Mintigo, we discovered… • 23.8% engagement on acquired targets - 10X improvement • More than 35 sales opportunities/live deals • Generating over $1M TCV • Higher % of opps leading to Closed Won
- 12. How do we find buyers out of the vast # of leads? • Predictive marketing -> personas • Demand gen mix – Content • Lead scoring • Nurturing for engagement • Sales enablement • Leverage technology
- 13. Challenge: you don’t know enough about your customers and prospects Company • Revenue • Number of Employees • HQ Location • Industry • Contact information (title, etc.) • Behavioral data • Product Usage and Ownership
- 14. 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
- 17. +
- 18. 3 Takeaways of Predictive Marketing 1. Discover your profile of your ideal buyers (CustomerDNA) 2. Target and prioritize your ideal segments and personas 3. Engage the best targets intelligently by routing them to the appropriate sales rep or nurture track
- 19. Trust: Social selling and our networks
- 21. Social selling with LinkedIn • Sales Navigator • InMail • Sponsored content • Case studies and customer advocates
- 22. Enabling advocates • Twitter – company and employees • GaggleAmp - employees • Influitive – customers and advocates
- 23. Where is MongoDB headed? …optimize further, harness big data, embrace mobile further and turn social into business Predictive Marketing and Automation Social Selling +
- 24. Top 3 impacts of Predictive Marketing and Social Selling 1) Top Line growth; efficiently contacting buyers (not leads) 2) Bottom line improvement; more sales at lower cost per conversion spending time on the right contacts 3) Organizational morale; marketing success is contagious!
Editor's Notes
- Advisor to start-up tech companies – Mintigo, Accompani, Insightpool, Apptimize
- Meagen Eisenberg – recently joined MongoDB as the new CMO MongoDB is the next-generation database that helps businesses transform their industries by harnessing the power of data. Previously VP of Customer Marketing @ DocuSign and held many senior demand generation roles at other companies you may have heard of (HP and IBM)
- I’m excited at the opportunity to mobilize our thriving global community of 750 partners, 2,000 customers, 35,000 MongoDB user group (MUG) members and 250,000 MongoDB University students
- So instead of a blurry or incomplete picture of your customers you get a much more focused view of your TRUE CUSTOMER DNA, that looks like the next slide (NEXT SLIDE)
- Remember the blurry picture? Here is is a sample of the 2100 Marketing indicators, and Mintigo tells you which are the most important. This is extremely enlightening for all marketers and guides segmentation, micro campaigns, nurturing, cross sell up sell and many many uses cases. You don’t want a black boxes. You want the data model to be accessible and transparent for marketers.
- This shows Mintigo’s product. On the left you see Mintigo predictive lead scoring, which sorts and scores your lead based on the customer DNA, which is generated by the Mintigo model. It is graphical, dynamic, and tunable. On the right you see the graphical impact of the marketing indicators with analysis of weightings and impact.
- Mintigo-Oracle AppCloud Partnership Built Mintigo predictive marketing machine within Oracle Canvas Native Mintigo predictive solutions within Oracle marketing cloud Add Mintigo to your Oracle offering
- Our nurture system: Significantly boosted sales pipeline Touched and influenced more than 4600 opportunities Generating over $4.2 million in MRR
- Global Trust In Advertising – Nielsen 2013 – http://www.slideshare.net/iabmexico/global-trust-in-advertising-report-nielsen-2013 There’s A LOT of information – freely accessible everywhere Proven here in a 2013 Nielsen study - #1 form of advertising now is a ‘Recommendation from people I know’ – 84% for both trust and taking action The web has become hyper connected The barriers to information are abolished with the free flow of rapid information So much FREE information that the buyer is overwhelmed The only way for buyers to make a confident choice is to ask for a recommendation The buyer wants trust and the only way to find it is through peers
- LinkedIn is using predictive analysis to suggest who to connect with The obvious platform Sales Navigator-which leads are best to target