(These are slides from a webcast session as part of BrightTalk's "Demand Generation 2014 Summit". To view the recording, please go to https://www.brighttalk.com/r/nFR) Don’t dismiss it as hype — Big Data is here and it’s working. New tools are helping marketers search for prospects with just the right interests at just the right time. Marketers can learn about thousands of prospects in real-time, seeing who is likely to buy, and what campaign will best engage each prospect today. We’ll look at practical use cases for big data in marketing, including developing personas and segmentation, matching prospects to the best content, and scoring your leads.

2. Introductions
Tony Yang
Director of Demand Gen at Mintigo
10 years in B2B Marketing
Love inbound marketing,
entrepreneurship & LA sports teams
Connect with me @tones810
Join the “Demand Generation 2014 Summit” conversation at #DemandGen2014

3. Mintigo Helps B2B Marketers
Mintigo's Customer Intelligence Platform helps you
discover, track and engage your best prospects.

4. What’s the big deal with Big Data?

5. Big Interest in Big Data

6. Your Peers Are Talking Big Data

7. Defining It For Marketers
“…a collection of data from traditional and digital sources
inside and outside your company that represents a
source for ongoing discovery and analysis.”

8. What does this mean for you & me?

9. Poll: What’s your biggest challenge as
a B2B Marketer?
•
Accelerating Demand Gen:
Not enough leads at the top-of-the-funnel from existing channels
•
Prioritizing My Leads & House List:
Need better/more contact data & lead scoring
•
Finding New Markets For Growth:
Growth has slowed, so need to find adjacent markets that are likely to
adopt your product
•
Cross-Selling New/Other Products:
Don’t know what existing customers will respond to upsell/cross-sell
opportunities
*Other challenges? Type them in the chat box.

10. One-Size-Fits-All Messaging
Only Works On Some
*Source: Way Back Machine - http://archive.org/web/. Screen capture of www.leapfile.com circa 2007

11. Targeted Value Proposition

12. Segmentation Drives Success
8% CTR
Targeted and
segmented emails
3% CTR
General email sends
*Source: http://blog.hubspot.com/blog/tabid/6307/bid/32848/Why-List-Segmentation-Matters-in-Email-Marketing.aspx

13. Are You Still Using “Dinosaur” Data?
• Industry ?
• Revenue ?
• Job Titles ?
Trivia:
Did you know that SIC codes were established in 1937?

14. You Can Ask For More Data…
…But Asking Has Limitations
• Mandatory opt-in tracks
• 40% of subscribers purchased
• But only 4% opt-in
*Source: Case study from MarketingSherpa: http://www.marketingsherpa.com/article/case-study/5-steps29#

15. A Ton of New Data Freely Available
“In 2012, every day 2.5 quintillion bytes are
created, with 90% created in last 2 years…”
- IBM Research Study
“…there are, on average, more than 500
million tweets sent per day…”
”There are more than a trillion posts
and 800 terabytes of data in
Facebook’s Graph Search database.”
- GigaOm article on Facebook’s
Social Graph, Oct. 24, 2013
- Twitter, IPO Filing Oct 2013
*Sources:
• http://www.storagenewsletter.com/rubriques/market-reportsresearch/ibm-cmo-study/
• http://abcnews.go.com/Business/twitter-ipo-filing-reveals-500-million-tweets-day/story?id=20460493
• http://gigaom.com/2013/10/24/facebooks-answer-to-serving-700tb-of-graph-search-data-is-lots-of-ssds/

16. Data is Amazingly Accessible
https://www.facebook.com/about/graphsearch

17. Playing with Facebook Graph Search

18. Playing with Facebook Graph Search

19. Playing with Facebook Graph Search

20. Playing with Facebook Graph Search

21. Playing with Facebook Graph Search

22. Playing with Facebook Graph Search

23. Even Your Profile Tells a Story
• Smiling people 3.8x more likely to respond to cold email
• People who give LinkedIn recommendations 4.2x more likely to
respond

24. Key Point: Big Data Machines Can
Give Us The Full Picture…& Do It At Scale
Org chart
Business Model
Technologies Used
Spending
Social Profiles
& Connections

25. With Better Segments, You Can Just Run
Campaigns & Do Some Testing…Right?
Message A
Segment
Message B

26. Not Quite!
A/B Testing Doesn’t Tell The Full Story
Message A
Segment
Message B

27. Tracking Past Behaviors Also Has Limitations,
But Machines Can Find Patterns

28. Big Should We Care About Big
So WhyData Machines Helps Us Find
Data? The Shortcuts…

29. …When You Plan Campaigns
Webinar Registration
Don’t waste an
email inviting execs
to webinars
3.8%
1.5%
0.7%
Vice President
Director
Manager

30. …When You Segment Lists
80/20
sweet spot
Your
List
CTR from 2% to
8%
Ideal
Prospects

31. …When You Prioritize & Score Leads
+20%
leads

32. …When You Write Content
Machines Helped Us Find Interests
•
•
•
Marketo
Eloqua
Spend on AdWords

33. …When You Expand To New Markets
Salesforce
Users
Advanced digital marketers
• Content marketing
• Social links
• JQUERY in website
15X more likely to buy

34. Want To Learn More?
Here Are More Resources
eBook:
“Creating Personas For B2B Marketing”
http://www.mintigo.com/creating-personas-for-b2b-marketing-ebook/
White Paper:
“Applying Social & Behavioral Data To B2B Marketing”
http://www.mintigo.com/applying-social-behavioral-data-to-b2b-marketing/
Recorded Webinar:
“The Savvy Marketers Guide To B2B Segmentation”
http://www.mintigo.com/the-savvy-marketers-guide-to-b2b-segmentation/

35. Thanks For Joining!