NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of...
Transcript of NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of...
![Page 1: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/1.jpg)
The Marketing Tech Stack of Tomorrow
Kaushik PatelSr. Director - Online Marketing & Marketing Ops
NORCAL BMA – NOV 10, 2016
![Page 2: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/2.jpg)
ThoughtSpot : Quick Overview
TEAMSearch + Enterprise
CUSTOMERSMid-to-Large Enterprise
TECHNOLOGYRelational Search Engine
$100M
135EMPLOYEES
![Page 3: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/3.jpg)
Agenda
• Overview• Progress• Challenges• Tech Stack of Tomorrow• ThoughtSpot’s Stack• Demo
![Page 4: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/4.jpg)
Marketing Tech Stack
![Page 5: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/5.jpg)
Marketing Operations
Marketing Sales
Sales Operations
Marketing Tech Stack
Sourcing Converting
![Page 6: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/6.jpg)
Execution
Marketing Tech Stack
Analysis Optimization
3500+ Companies in “Marketing Technology Landscape Supergraphic(2016)” – compiled by ChiefMartec.com
ReachChannelsCoverageContent
AnalyticsDashboardsVisualization
Planning
BenchmarkingTesting
ROIScale
![Page 7: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/7.jpg)
Challenges Today
![Page 8: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/8.jpg)
Not enough awareness..Not enough leads..Not the right type/quality of leads..Not enough velocity..Not enough upsell..Not enough budget..Not enough granular metrics..
![Page 9: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/9.jpg)
InfluencerInfluencer
Personas – Buyer & Influencers
Target Persona
• Demographic
– Seniority
– Job Function/Role
– Title
– Geo
• Motivations
• Goals
• Behavior
![Page 10: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/10.jpg)
Yesterday
IDENTIFY
EXPAND
ADVOCATE
ENGAGE
PURCHASEADOPTIONUPSELL
17 people influence a purchase
Today, we optimize our outbound efforts around 1) channels (B2B, B2C) 2) demographic attributes - title, seniority, job function, etc.
Today – with ABM
Starts with 1) identifying which accounts are likely to buy, 2) who in the account will make the decision, 3) who will influence and then market to them.
Better targeting, Higher conversion ratesTargeting – is a hit or miss
Target
Company/Account
Department
Function
![Page 11: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/11.jpg)
Recent ABM Stats
What percentage of your marketing is account-based marketing (ABM)?
Do you consider your account-basedmarketing (ABM) efforts to be effective?
![Page 12: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/12.jpg)
B2B Demand Gen
ANONYMOUS USERS IN ACCOUNTS
Target Display Ads based on IP lookup +
Title + Seniority LEADS/CONTACTSUSERS IN
ACCOUNTS
Targeted:• Emails• Events• Webinar
MOF & BOFOPPORTUNITIES
Target content syndication –account profile, named accounts
+ titles
Non-ABMDisplay – look alike, Retargeting
Content SyndicationSocial Media (Paid)
![Page 13: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/13.jpg)
Challenges persist
Target Persona
Identify the Right Persona/Target
Getting in front & top-of-mind Reach & Coverage
![Page 14: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/14.jpg)
But questions still persist…
![Page 15: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/15.jpg)
HOW BIG IS YOUR UNIVERSE OF PROSPECTS?
![Page 16: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/16.jpg)
WHAT % OF THESE PROSPECTS ARE BEING
TOUCHED BY YOUR CAMPAIGNS?
![Page 17: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/17.jpg)
HOW GOOD IS YOUR DATABASE COVERAGE?
![Page 18: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/18.jpg)
HOW WILL YOU SCALE? HOW MUCH?
![Page 19: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/19.jpg)
WHAT DO YOU RATE YOUR DEMAND GEN STRATEGY?WHAT % OF YOUR DEMAND GEN SPENT IS JUST WASTED?
![Page 20: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/20.jpg)
The Marketing Stack of Tomorrow
![Page 21: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/21.jpg)
![Page 22: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/22.jpg)
Desire
• Big Picture – Drive Transparency• Gap Analysis• Benchmarking• Actionable Insights – AI?• *Evaluation Framework
– Prescriptive path– Plan vs. Ad hoc
![Page 23: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/23.jpg)
Total accounts: 1800
By company size:
500-5000 employees: 1200
5000+ employees: 600
MQLs (Last 30 days) 354MQLs by company size:
500-5000 employees: 78
5000+ employees: 275
Accounts Engaged 400
Accounts Touched 700
Accounts Untouched 1100
Contacts per account 20
Buying Center Coverage:By Seniority 80%
By Job Function 90%
By Skills 75%
By Technology 95%
By Org Chart 90%AE:John Smith
Territory:North East
Ideal Report
Target list of companies with > 5 campaign engagements in last 30 daysLink →
Target list of companies with > 10 website visits in last 30 daysLink →
Target list of companies with 1st degree LinkedIn connections to buying centerLink →
![Page 24: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/24.jpg)
ThoughtSpot’s Marketing Stack
![Page 25: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/25.jpg)
SALESFORCE ENTERPRISE - CRM
MARKETO – MARKETING AUTOMATION
CONNECTANDSELL InsideSales.com
NETPROSPEX
Assisted Cold Calls Cold Calls
KNACK.IOResponsive Emails
MAILCHARTSEmail Intelligence
Twitter LinkedIn Facebook
Outbrain TechTarget AdRoll
Quantcast
FeedBlitz
Dogfood
THOUGHTSPOTWEBSITE
Optimizely
BrightTalk
Data Enrich & CleanseNetProspex Clearbit
Data Enrichment
PA
ID M
ED
IA
Kettle
SSIS
Promoted Tweets Sponsored Updates Retargeting Blog Subscription
SEM Targeted Display Webinar & Content Synd.
Content Syndication Qualified Sales Opps Retargeting
Crazy Egg
Spyfu MOZ/SemRush
Wistia AddThisVideo Hosting Social Sharing
SEM Intelligence SEO/SEM
A/B Testing Heatmaps
Pantheon CloudFlare
Google Analytics Google Tag ManagerWeb Analytics Tag Management
Web Hosting CDN
Custom Scripts – Attribution
BufferSocial Media Mgmt
CRMFusion
Bulk Updates
Marketo Insight SalesLoftEmail Prospecting
DEMANDBASE – FORM ENRICHMENT
LinkedInSales Navigator
LeadLander
EverStringPredictive Lead Scoring & Sourcing
AttributionLeanData Clarity
ABM - DisplayTerminus
IntegrateContent Syndication
DISCOVERORGIT & Mktg Leads
LEANDATAABM
ZENIQ – ABM PROGRAM MANAGEMENT
LeadsRX
![Page 26: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/26.jpg)
CRM Ecosystem
SFDC Data WranglingDedupes, Merges
Unified account-level tracking in SFDC –
leads & contacts, activities and more
SDR Prospecting Stack - Inbound & Outbound
Predictive Scoring A, B, C, D & A+
Attribution
![Page 27: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/27.jpg)
Lead/Contact Database Analysis
$100M-$500M
96% Coverage
$500M+
66% Coverage
![Page 28: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/28.jpg)
Marketing Automation
MARKETO – MARKETING AUTOMATION
NETPROSPEX
KNACK.IOResponsive Emails
MAILCHARTSEmail Intelligence Data Enrich & Cleanse
NetProspex ClearbitData Enrichment
Real-time Lead Enrichment &
Quarterly batch updates
Mobile responsive email and landing pages
Enrich event leads and/or source leads based on titles and/or missing emails
Account level metadata
Identify frequency, content, subject lines of emails sent by your competition
![Page 29: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/29.jpg)
Demandbase – Lead Enrichment
demandbase_sidcompany_nameindustrysub_industryrevenue_rangeemployee_rangestreet_addresscitystatezipcountrydata_sourcephonecountry_nameprimary_sic"Account Watch attributes(watch_list_account_type)""Account Watch attributes(watch_list_account_status)""Account Watch attributes(watch_list_campaign_code)""Account Watch attributes(watch_list_account_owner)"annual_salesprimary_naicsfortune_1000forbes_2000
b2bb2cmarketing_aliasTechnology Insights attributesweb_sitestock_tickertrafficlatitudelongituderegistry_area_coderegistry_dma_codeipaudienceaudience_segmentregistry_company_nameregistry_cityregistry_stateregistry_zip_coderegistry_countryregistry_country_coderegistry_country_code3registry_latituderegistry_longitude
![Page 30: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/30.jpg)
LeanData - ABM
![Page 31: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/31.jpg)
ABM – Program Management
Campaign level management at Account levelBuying Center – target personasAccount penetration metricsContact coverage analysisReach analysis
![Page 32: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/32.jpg)
Buying Center
![Page 33: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/33.jpg)
Website Operations
3rd party hostedStaging & Production sites
Powered by CloudFlare CDN
Web analytics
Drupal CMS
Almost real time insights for Inside Sales/Reps – on web visits from prospects
WEBSITE
Pantheon CloudFlare
Google Analytics Google Tag ManagerWeb Analytics Tag Management
Web Hosting CDN
Custom Scripts – Attribution
LeadLander
Track view-through & delayed conversions
![Page 34: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/34.jpg)
LeadLander – Website Insights for Sales
![Page 35: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/35.jpg)
Website Optimization
User Experience DesignWebsite engagement
Conversion Optimization
Keyword/SEM & Competitive SourcingContent Strategy
Optimizely Crazy Egg
Spyfu MOZ/SemRush
Wistia AddThisVideo Hosting Social Sharing
SEM Intelligence SEO
A/B Testing Heatmaps
BufferSocial Media Mgmt
DEMANDBASE
Lead data enrichment –firmographic information. Lead routing optimization
Social Media ManagementContent promotion
![Page 36: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/36.jpg)
ThoughtSpot on ThoughtSpot
![Page 37: NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of …norcalbma.org/.../11/SlideDeck-MarketingTechStackOfTomorrow-2016-11-10.pdf · The Marketing Tech Stack of Tomorrow Kaushik](https://reader030.fdocuments.net/reader030/viewer/2022040715/5e1cdd66361e4c1ab25e721e/html5/thumbnails/37.jpg)
Analytics: ThoughtSpot on ThoughtSpot
SalesforceMarketo
Kettle SSISETL
Ad-hocReports