The Definitive Guide to B2B Marketing Operations Webinar
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Transcript of The Definitive Guide to B2B Marketing Operations Webinar
THE DEFINITIVE GUIDE TO
B2B MARKETING OPERATIONS- Webinar -
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Learn how to navigate the increasingly complex MarTech landscape
Tag ManagementAdam Corey, Tealium
Tag management systems build one profile to serve every vendor and channel● Built across every customer
touchpoint (web, mobile/IoT, offline, etc.
● Vendor-neutral approach: Works across your entire stack
● Works in true real-time
Engage Customers Everywhere
Adam Corey | @tealium
Fragmented Customer View
Adam Corey | @tealium
Without Tag Management, companies implement vendors independently● Implementation cycles are slow and
complex● Vendors work in silos without a
common language● Data is lost in JavaScript code, not
accessible to other teams and tools● Data quality concerns exist
It Starts with Data
Adam Corey | @tealium
Tag Management creates efficiencies● Better measurement in less time● Frees up resources; Allows for focus
on optimization● Shorter time-to-market
Tag Management unlocks your data to help create a unified customer view and vendor-neutral strategy
Tag Management Builds Your Foundation
Adam Corey | @tealium
All of your first-party data
Enriched with new attributes, audiences and offline data
Connected in real-time across channels and devices
Universal Identity
Adam Corey | @tealium
Marketing AttributionDave Rigotti, Bizible
Marketing attribution is about connecting marketing to sales.
It enables reporting and optimizations based on downstream metrics such as revenue.
What Is Marketing Attribution?
Dave Rigotti | @drigotti
Common Attribution Models
Dave Rigotti | @drigotti
What Does Good Attribution Look Like?
Visit(Anonymous)
OpportunityCreated
LeadCreated
Social
Organic
Search
Retargeting
EventsChannel
Action
First Touch Last Touch
Dave Rigotti | @drigotti
Account-Based Attribution
Visit Opp.Lead
Researcher UsersDecision Maker
One Account / Company
Dave Rigotti | @drigotti
Account-Based MarketingJohn Dering, DemandBase
Why Account-Based Marketing?
John Dering | @d_rang
John Dering | @d_rang
More marketers are
AWAREof ABM
75%of B2B companies are aware of ABM
84%of marketers say that ABM delivers higher ROI than any other marketing approach
John Dering | @d_rang
More marketers are
having
SUCCESSwith ABM
91%of B2B marketers employing ABM stated they are aligned with sales
96%of B2B companies said ABM has an impact on marketing’s success.
Getting Started With ABM
John Dering | @d_rang
Market IntelligenceSam Laber, Datanyze
What is Market Intelligence?
Sam Laber | @SLaber89
Market specific information that guides decision-making.● Qualitative vs Quantitative
● External vs Internal
● Embedded into existing workflows
Why Market Intelligence?
Sam Laber | @SLaber89
The Age of Personalization The New “Buyer’s Journey”
From Static to Signal-Based Intel
Sam Laber | @SLaber89
“3X Lead → Opp Conversion Increase”
-Sara Davidson, HubSpot MarOps
How to Get Started
Sam Laber | @SLaber89
Call IntelligenceJulia Stead, Invoca
70+ Billion inbound calls via mobile search by 2016
Mobile Has Shifted How We Interact with Prospects
Julia Stead | @JuliaStead
This is a computer.
This is a phone.
Julia Stead | @JuliaStead
"I realized that on mobile devices, I wanted to act more. The balance between acting and
consuming is more shifted towards acting. Acting as in call a business. Right? That’s the simple
most acting.”
- Amit Singhal, Sr. VP Search at Google, on his year of living ‘Mobile First’:
Is Your Technology Really Omni-channel?
Julia Stead | @JuliaStead
Call Intelligence provides marketers attribution and analytics for conversions from any channel, that happen over the phone.
What is Call Intelligence?
Julia Stead | @JuliaStead
Your marketing programs get credit, you get accurate ROI, and can figure out how to drive more.
● Full, granular attribution for inbound calls● Better, accurate ROI for all your marketing channels● Transparency and actionable insight into your best interactions
Benefits of Call Intelligence
Julia Stead | @JuliaStead
Invoca’s Results: Paid Search Channel
Qualified Pipeline Q3 2015
By including calls, our pipeline to spend ratio increased by 166%.
Experience OptimizationWintha Kelati, Optimizely
Wintha Kelati | @WinthaK
1. Build the foundation for reaching the right audience
2. Increase engagement and conversions on the
marketing site and in-product
3. Improve performance of marketing campaigns and
nurture programs
How Experience Optimization Enables You
Wintha Kelati | @WinthaK
Testing Symmetry at the Top of the Funnel
Wintha Kelati | @WinthaK
Testing Symmetry at the Top of the Funnel
Wintha Kelati | @WinthaK
Optimizing the Customer Experience with Marketing Data
Wintha Kelati | @WinthaK
You can also leverage
experience optimization to
tailor the experience of
your customers within
your product.
Lead Routing & ScoringSean Zinsmeister, Infer
Primary Inbound Nurture
Sean Zinsmeister | @SZinsmeister
LR & LS
Primary Inbound Nurture + Behavioral Model
Sean Zinsmeister | @SZinsmeister
LR & LS
Outbound Nurture
Sean Zinsmeister | @SZinsmeister
LR & LS
Data Quality ManagementTrisha Randolph, ReachForce
Common Theme: Data
Trisha Randolph | @ReachForceTrish
Coupling high-quality
data with actionable
strategies leads to
operational efficiencies.
Impact of Poor Quality Data
Trisha Randolph | @ReachForceTrish
If disparate systems contain poor quality data, using this information to finalize decisions can undo even the most well-intentioned and best-planned marketing strategies.
Inbound, Real-time Data
Trisha Randolph | @ReachForceTrish
Immediate Segmentation
Accelerated Lead-to-Opportunity
Back-End, Existing Database
Trisha Randolph | @ReachForceTrish
Clean Prospect & Customer
Data
Implementing a Data Quality Strategy
Trisha Randolph | @ReachForceTrish