[Webinar] Data, Predictive Analytics & Marketing Clouds: The Platform For The Modern Marketer
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To view the full webinar, please visit: http://www.mintigo.com/webinar-data-predictive-analytics-marketing-clouds-platform-modern-marketer/ Description: In today’s B2B marketing world, there’s an increase in marketing complexity and an explosion in the quantity and types of data. Left unmanaged, complexity and data overload could prevent marketers from finding and developing their ideal customers. Enterprise software companies including Oracle are offering an expanding marketing platform to the CMO under the category of marketing clouds. It’s no secret that many are expecting CMOs to outspend CIOs on technology purchases within the next several years, and marketing clouds and data tools will be front and center for marketers. Check out this webinar to learn how predictive analytics combined with marketing clouds will bring silos of data and customer experiences together by enabling marketers to understand who their most likely buyers are and centrally manage and orchestrate campaigns. The topics covered will include: - The rise of the marketing cloud as the centerpiece in customer-centric marketing - How data and predictive analytics uncovers the insights to power the marketing cloud - Where marketing clouds are headed and what marketers need to understand to succeed in their organization
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[Webinar] Data, Predictive Analytics & Marketing Clouds: The Platform For The Modern Marketer
- 1. © 2015 Mintigo. All Rights Reserved. @mintigo | www.mintigo.com Data, Predictive Analytics & Marketing Clouds: The Platform For The Modern Marketer Tony Yang Webinar Host Jay Famico Technology Practice Director John Stetic Group VP of Product John Bara President & CMO
- 2. © 2015 Mintigo. All Rights Reserved. @mintigo | www.mintigo.com HouseKeeping Audio Check Audio is delivered via your computer speakers Please let us know in the chat window if there are audio issues Webinar Replay Available We will send you a recording of today’s session afterwards Ask Questions In The Chat Window Ask questions at anytime & we will answer them during Q&A
- 3. © 2015 Mintigo. All Rights Reserved. @mintigo | www.mintigo.com Mintigo Enterprise Predictive Marketing Platform Our mission is to master data science to revolutionize the way people market and sell.
- 4. © 2015 Mintigo. All Rights Reserved. @mintigo | www.mintigo.com Jay Famico! Practice Director, Technology! @JayFamico! @SiriusDecisions!
- 5. Data, Predictive Analytics & Marketing Clouds 5
- 6. © 2014 SiriusDecisions. All Rights Reserved 6 Have You Ever Felt This Way At The End Of The Quarter?
- 7. © 2014 SiriusDecisions. All Rights Reserved 7 Have You Ever Felt This Way At The End Of The Quarter? Sales and marketing misalignment
- 8. © 2014 SiriusDecisions. All Rights Reserved 8 Have You Ever Felt This Way At The End Of The Quarter? Sales and marketing misalignment Modeling lacks realistic baseline
- 9. © 2014 SiriusDecisions. All Rights Reserved 9 Have You Ever Felt This Way At The End Of The Quarter? Sales and marketing misalignment Models are not granular enough Modeling lacks realistic baseline
- 10. © 2014 SiriusDecisions. All Rights Reserved 10 Have You Ever Felt This Way At The End Of The Quarter? Sales and marketing misalignment Models are not granular enough No visibility into potential shortfalls Modeling lacks realistic baseline
- 11. © 2014 SiriusDecisions. All Rights Reserved 11 Marketing Clouds Marketing Cloud Sales Force Automation Platform Data Enhancement Marketing Automation Web Conversion Optimization Social Management & Intelligence Analytics Content Management
- 12. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 12 Marketing Clouds Benefits Sales Effectiveness Insight into sales rep effectiveness Targeting Refined targeting and segmentation Forecasting Insight on how the company is trending toward its goals Marketing Clouds provide automation and insights that can and should be used to improve demand creation effectiveness.
- 13. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 13 Marketing Clouds Benefits Sales Effectiveness Insight into sales rep effectiveness Tactic Effectiveness Identification of tactics that accelerate time to revenue Targeting Refined targeting and segmentation Waterfall Effectiveness Identification of handoff, process or alignment issues Forecasting Insight on how the company is trending toward its goals Resource Balancing Identification of peaks and valleys of lead qualification Marketing Clouds provide automation and insights that can and should be used to improve demand creation effectiveness.
- 14. Conversion Rates We can do better
- 15. © 2014 SiriusDecisions. All Rights Reserved 15 To better understand why prediction is called for… Conversion Rates: We can do Better
- 16. © 2014 SiriusDecisions. All Rights Reserved 16 Conversion Rates: We can do Better Definition of Terms AQL A lead qualified through progressive profiling and lead scoring in marketing automation
- 17. © 2014 SiriusDecisions. All Rights Reserved 17 Conversion Rates: We can do Better Definition of Terms AQL A lead qualified through progressive profiling and lead scoring in marketing automation TQL A lead that is qualified by teleprospecting and deliverable to sales
- 18. © 2014 SiriusDecisions. All Rights Reserved 18 Conversion Rates: We can do Better Definition of Terms AQL A lead qualified through progressive profiling and lead scoring in marketing automation TQL A lead that is qualified by teleprospecting and deliverable to sales SQL A lead that sales has vetted and is putting into pipeline
- 19. © 2014 SiriusDecisions. All Rights Reserved 19 Conversion Rates: We can do Better Conversion % AQL > TQL 10%-30%
- 20. © 2014 SiriusDecisions. All Rights Reserved 20 Conversion % AQL > TQL 10%-30% TQL > SQL 10%-30% Conversion Rates: We can do Better
- 21. © 2014 SiriusDecisions. All Rights Reserved 21 Conversion from AQL to SQL = 1%-10% Conversion Rates: We can do Better
- 22. © 2014 SiriusDecisions. All Rights Reserved 22 Downstream People and Processes § Call decision makers § Ask key qualifying questions
- 23. © 2014 SiriusDecisions. All Rights Reserved 23 Downstream People and Processes • Expensive • Slow • Limited to stock on hand • Very high propensity
- 24. © 2014 SiriusDecisions. All Rights Reserved 24 The Future of B-toB Lead Development Find clues that exist out in the world, which reliably point to qualifying criteria you would ask the decision- maker if you could get him/ her on the phone? The Role of Data Science
- 25. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 25 The Lead Qualification 4-Box Expensive/ Deep Cheap/ Deep Expensive/ Shallow Cheap/ Shallow ShallowDeep Slow/ $$$ Fast/ $ DegreeofQualification The promise of predictive technology is to perform deep qualification of accounts and opportunities through data science and automation.
- 26. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 26 The Lead Qualification 4-Box Expensive/ Deep Cheap/ Deep Expensive/ Shallow Cheap/ Shallow ShallowDeep Slow/ $$$ Fast/ $ DegreeofQualification The promise of predictive technology is to perform deep qualification of accounts and opportunities through data science and automation. Buying Lists With Marketing Automation With Predictive Modeling
- 27. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 27 The Lead Qualification 4-Box Expensive/ Deep Cheap/ Deep Expensive/ Shallow Cheap/ Shallow ShallowDeep Slow/ $$$ Fast/ $ DegreeofQualification The promise of predictive technology is to perform deep qualification of accounts and opportunities through data science and automation. 1. List purchase and selection unsophisticated
- 28. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 28 The Lead Qualification 4-Box Expensive/ Deep Cheap/ Deep Expensive/ Shallow Cheap/ Shallow ShallowDeep Slow/ $$$ Fast/ $ DegreeofQualification The promise of predictive technology is to perform deep qualification of accounts and opportunities through data science and automation. 1. List purchase and selection unsophisticated List Buys
- 29. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 29 The Lead Qualification 4-Box Expensive/ Deep Cheap/ Deep Expensive/ Shallow Cheap/ Shallow ShallowDeep Slow/ $$$ Fast/ $ DegreeofQualification The promise of predictive technology is to perform deep qualification of accounts and opportunities through data science and automation. 1. List purchase and selection unsophisticated 2. Technology does yet more qualification With Marketing Automation
- 30. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 30 The Lead Qualification 4-Box Expensive/ Deep Cheap/ Deep Expensive/ Shallow Cheap/ Shallow ShallowDeep Slow/ $$$ Fast/ $ DegreeofQualification The promise of predictive technology is to perform deep qualification of accounts and opportunities through data science and automation. 1. List purchase and selection unsophisticated 3. And sales becomes more efficient 2. Technology does yet more qualification With Marketing Automation & Predictive
- 31. The 67% Myth (and why it matters)
- 32. © 2014 SiriusDecisions. All Rights Reserved 32 The 67% Myth (and why it matters) 67% …of the buyer’s journey ___________
- 33. © 2014 SiriusDecisions. All Rights Reserved 33 The 67% Myth (and why it matters) 67% is over before prospects talk to sales
- 34. © 2014 SiriusDecisions. All Rights Reserved 34 The 67% Myth (and why it matters) 67% is over before prospects talk to sales X
- 35. © 2014 SiriusDecisions. All Rights Reserved 35 The 67% Myth (and why it matters) 67% occurs through interactions with your digital assets
- 36. © 2014 SiriusDecisions. All Rights Reserved 36 The 67% Myth (and why it matters) 67% occurs through interactions with your digital assets X
- 37. © 2014 SiriusDecisions. All Rights Reserved 37 The 67% Myth (and why it matters) 67% of the buyer’s journey happens online…
- 38. © 2014 SiriusDecisions. All Rights Reserved 38 The 67% Myth (and why it matters) 67% of the buyer’s journey happens online… √
- 39. © 2014 SiriusDecisions. All Rights Reserved 39 The 67% Myth (and why it matters) 67% of the buyer’s journey happens online… and includes activity before and after prospects talk to sales √
- 40. © 2014 SiriusDecisions. All Rights Reserved 40 of the buyer’s journey happens online… and includes activity before and after prospects talk to sales and involves your assets, your competitors assets, influencers, communities, social media… √ The 67% Myth (and why it matters) 67%
- 41. What the Buyer’s Journey Really Looks Like And what it doesn’t look like
- 42. © 2014 SiriusDecisions. All Rights Reserved 42 The Buyer’s Journey - Fantasy
- 43. © 2014 SiriusDecisions. All Rights Reserved 43
- 44. © 2014 SiriusDecisions. All Rights Reserved 44
- 45. © 2014 SiriusDecisions. All Rights Reserved 45
- 46. © 2014 SiriusDecisions. All Rights Reserved 46
- 47. © 2014 SiriusDecisions. All Rights Reserved 47 Fantasy Lead Scoring “Oh, hey! I am feeling fully nurtured.”
- 48. © 2014 SiriusDecisions. All Rights Reserved 48 Fantasy Lead Scoring “I’ve established a budget and timeline, and I’m and ready to talk now…”
- 49. © 2014 SiriusDecisions. All Rights Reserved 49 The Buyer’s Journey - Reality
- 50. © 2014 SiriusDecisions. All Rights Reserved 50
- 51. © 2014 SiriusDecisions. All Rights Reserved 51
- 52. © 2014 SiriusDecisions. All Rights Reserved 52 ?
- 53. © 2014 SiriusDecisions. All Rights Reserved 53
- 54. © 2014 SiriusDecisions. All Rights Reserved 54
- 55. © 2014 SiriusDecisions. All Rights Reserved 55
- 56. © 2014 SiriusDecisions. All Rights Reserved 56 The Buyer’s Journey – A Long, Winding and Often Hidden Road “Oh, hey. Long time no see…”
- 57. © 2014 SiriusDecisions. All Rights Reserved 57 The Buyer’s Journey – A Long, Winding and Often Hidden Road “Thanks again for all that great information. Super helpful…”
- 58. © 2014 SiriusDecisions. All Rights Reserved 58 The Buyer’s Journey – A Long, Winding and Often Hidden Road “… So… yeah. Now’s not a good time… I just bought from your competitor.”
- 59. © 2014 SiriusDecisions. All Rights Reserved 59 The Buyer’s Journey – A Long, Winding and Often Hidden Road “But…. But… that’s not possible.”
- 60. © 2014 SiriusDecisions. All Rights Reserved 60 The Buyer’s Journey – A Long, Winding and Often Hidden Road “You’re only in stage 3 of the buyer’s journey…”
- 61. © 2014 SiriusDecisions. All Rights Reserved 61 The Buyer’s Journey – A Long, Winding and Often Hidden Road “We just degraded your score for inactivity.”
- 62. © 2014 SiriusDecisions. All Rights Reserved 62 The Buyer’s Journey – A Long, Winding and Often Hidden Road “I mean… have you SEEN your engagement score!!!”
- 63. 4 Truths About The Buyer’s Journey
- 64. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 64 The Reality of Buyers’ Journeys To really understand buyer’s journeys, marketers need to see more than what interaction with their own assets will tell them. Sometimes you see them and sometimes you don’t
- 65. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 65 The Reality of Buyers’ Journeys To really understand buyer’s journeys, marketers need to see more than what interaction with their own assets will tell them. They continue even when prospects stop interacting with you. http://explodingdog.com/title/thanksfornotanswering.html
- 66. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 66 The Reality of Buyers’ Journeys To really understand buyer’s journeys, marketers need to see more than what interaction with their own assets will tell them. Inactivity with respect to your assets may mean many things, and lack of interest is only one of those things
- 67. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 67 The Reality of Buyers’ Journeys To really understand buyer’s journeys, marketers need to see more than what interaction with their own assets will tell them. It is critical to understand where buyer’s are and to meet them where they are with relevant content
- 68. Adoption of Predictive technology in B-to-B
- 69. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 69 Lead Scoring Is Far From Universally Adopted Even among marketing automation users, only two-thirds of organizations are scoring leads. 16% Don’t score leads 68% Score leads 16% plan to score in 6 months 16% Don’t score leads
- 70. © 2014 SiriusDecisions. All Rights Reserved 70 Perceived Benefits of a more statistical approach Of users agree that predictive lead scoring provides more value than traditional lead scoring approaches
- 71. © 2014 SiriusDecisions. All Rights Reserved 71 Perceived Benefits of a more statistical approach Of respondents said they would buy predictive lead scoring again. 98% Agree that they are receiving value from their predictive lead scoring platform.
- 72. © 2014 SiriusDecisions. All Rights Reserved 72 The Growth of Predictive Lead Scoring The number of organizations adopting predictive is growing rapidly
- 73. Lessons from the Irish Development Authority
- 74. © 2014 SiriusDecisions. All Rights Reserved 74 “Missing the Industrial Revolution Was the Best Thing That Ever Happened to Ireland.” -- Irish Development Authority
- 75. © 2014 SiriusDecisions. All Rights Reserved 75
- 76. © 2014 SiriusDecisions. All Rights Reserved 76
- 77. © 2014 SiriusDecisions. All Rights Reserved 77 Failure Is Not A Prerequisite This is not a prerequisite… For this…
- 78. © 2015 Mintigo. All Rights Reserved. www.mintigo.com John Stetic! Group VP, Products! @JStetic! @OracleMktgCloud!
- 79. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | The Future of MarkeDng Clouds Oracle ConfidenDal – Internal/Restricted/Highly Restricted
- 80. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 80 The Oracle MarkeDng Cloud Unify markeDng data and execuDon Deliver personalized, engaging experiences Provide plaTorm that marketers love and IT trusts MarkeDng Simplicity Customer-‐Centricity Enterprise Ready
- 81. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Who, What, Why and How Oracle ConfidenDal -‐ Restricted 81
- 82. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Who, What, Why and How Product Service Offering What
- 83. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Who, What, Why and How Ac(onable, Unified Customer Profiles Unify 1st, 2nd and 3rd party data to inform a be]er customer experience Who Product Service Offering What
- 84. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Who, What, Why and How Oracle ConfidenDal -‐ Restricted 84 Ac(onable, Unified Customer Profiles Unify 1st, 2nd and 3rd party data to inform a be]er customer experience Who Cross-‐Channel Engagement Have one centralized locaDon to orchestrate experiences across every channel How Product Service Offering What
- 85. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Who, What, Why and How Oracle ConfidenDal -‐ Restricted 85 Ac(onable, Unified Customer Profiles Unify 1st, 2nd and 3rd party data to inform a be]er customer experience Who Cross-‐Channel Engagement Have one centralized locaDon to orchestrate experiences across every channel How Product Service Offering What
- 86. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Who, What, Why and How Oracle ConfidenDal -‐ Restricted 86 Ac(onable, Unified Customer Profiles Unify 1st, 2nd and 3rd party data to inform a be]er customer experience Who Cross-‐Channel Engagement Have one centralized locaDon to orchestrate experiences across every channel How Product Service Offering What
- 87. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Who, What, Why and How Oracle ConfidenDal -‐ Restricted 87 Ac(onable, Unified Customer Profiles Unify 1st, 2nd and 3rd party data to inform a be]er customer experience Who Cross-‐Channel Engagement Have one centralized locaDon to orchestrate experiences across every channel How Analyze Performance & ABribute Revenue True cross-‐channel analyDcs that predicts customer behavior Why Product Service Offering What
- 88. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | An Open, Enterprise PlaTorm Oracle ConfidenDal -‐ Restricted 88 Ac(onable, Unified Customer Profiles Unify 1st, 2nd and 3rd party data to inform a be]er customer experience Cross-‐Channel Engagement Have one centralized locaDon to orchestrate experiences across every channel Open, Extensible, Integrated Create a centralized hub to pull together markeDng tools and reduce complexity Analyze Performance & ABribute Revenue True cross-‐channel analyDcs that predicts customer behavior Enterprise Ready Provide the scale and operaDonal tools to support the enterprise
- 89. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | • Learn more about customers • Score leads • Segment contacts • Target and personalized content 89 Data, Data and More Data Customers provide you with so much helpful data SERVICE EMAIL PURCHASE WEB CRM
- 90. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Your Data Just Got Even More Useful Oracle ConfidenDal – Internal/Restricted/Highly Restricted
- 91. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Name: Ma] Jones Geography: New York Behavior: Watched Embedded Videos, Requested Real-‐Time Web Quote. Opened: A]ended Remote Telco SoluDons Webinar Lead Score: A1 91 Oracle ConfidenDal -‐ Restricted UDlize Segments from Cross-‐Channel MarkeDng to Enhance DMP Ac(onable Customer Profile Hashed ID of Known User DMP Anonymous ID Access valuable data about your customers alongside all your 1st, 2nd and 3rd party markeDng data Audience Data Management
- 92. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | AcDvate Data to Reach More Customers Across Channels CUSTOMER RETENTION CUSTOMER ACQUISITION SEARCH DISPLAY SOCIAL Bid up on Google keywords Banner on relevant media Paid media on business related social networks or Twi]er EMAIL Orchestrate individualized messages MOBILE
- 93. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | And Extend Reach Into the Marketer’s Ecosystem Media, Data and Ad Partners Designed on open web standards, the Oracle DMP provides immediate integraDon into hundreds of partners
- 94. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Deliver a Seamless Cross-‐Channel Experience Profile: Male 30-‐45 Title: IT CommunicaDons Manager Industry: High Tech Region: Central Prospect browses web, and sees display ad Prospect becomes known. Lead score is assigned. Prospect automaDcally added to nurture campaign Prospect searches for “Remote TelecommunicaDon SoluDon”
- 95. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | More Complete Data About Known Customers Delivering Value to Digital Marketers and Their Customers Reach buyers at the right Dme in their buyers journey More Data A]ributes and AcDviDes Stored at Scale BeBer Reach Across Marke(ng Ecosystem Connect disparate data and message to your ideal customers Achieve Customer Centricity with Tailored Messaging
- 96. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Key Use Case and Business Outcome Customer Acquisi(on ü Improve conversion rate ü Improve customer lifeDme value Discover BeBer Top-‐of-‐ Funnel Prospects Personalized Re-‐targe(ng ü Convert anonymous users ü Accelerate purchase paths Keep Relevant Products Top-‐of-‐Mind Reten(on Marke(ng ü Increase customer lifeDme value ü Drive larger share of budget Tailored Messaging Drives Cross-‐Sell Revenue Break Down Marke(ng Silos ü Eliminate redundant costs ü Ensure consistent cross-‐ channel experience Op(mize Digital Spend
- 97. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | We Are Not Alone Oracle ConfidenDal – Internal/Restricted/Highly Restricted
- 98. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle ConfidenDal – Internal/Restricted/Highly Restricted 98
- 99. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | The Oracle MarkeDng AppCloud Ecosystem • Industry’s most comprehensive markeDng-‐tech and ad-‐tech ecosystem • The most integrated, open, global plaTorm for fast growth and enterprise marketers • +260 best-‐of-‐breed apps • +200 dedicated data partners • +120 media partners Oracle ConfidenDal -‐ Restricted 99
- 100. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | AppCloud PlaTorm: Open PlaTorm for Product Extension • Push audiences into campaigns from external sources • Trigger ac(ons in external systems from a campaign and receive data back • Control campaign flow and decisions based on data in external systems 100 Audiences Actions Decisions
- 101. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle ConfidenDal, for internal use by Gartner 101
- 102. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle ConfidenDal -‐ Restricted 102 Bridging Big Data to Real Insights “Big data isn’t about exabytes or petabytes. Big data is a journey that every company must take to close the gap between the data that’s available to them, and the business insights they’re deriving from that data.”
- 103. © 2015 Mintigo. All Rights Reserved. www.mintigo.com John Bara! President & CMO! @John_Bara! @Mintigo!
- 104. © 2015 Mintigo. All Rights Reserved. www.mintigo.com Mintigo Enterprise Predictive Marketing Platform Our mission is to master data science to revolutionize the way people market and sell.
- 105. © 2015 Mintigo. All Rights Reserved. www.mintigo.com By the end of this decade all enterprise marketers will enable their marketing clouds with predictive marketing capabilities.
- 106. © 2015 Mintigo. All Rights Reserved. www.mintigo.com About 80% of marketing budget is wasted… That is a scientific fact! The Marketing Black Hole
- 107. © 2015 Mintigo. All Rights Reserved. www.mintigo.com upside down funnel “the cliff” ACCORDING TO SIRIUS DECISIONS 98.6% OF EVERYTHING THAT MARKETING “QUALIFIES” – NEVER CLOSES 98.6% LOSS RATE MQL = 66% SAL = 49% SQO = 20% Inquiries 2.89 PER 1000* WON = 25% *2014 Sirius Decisions waterfall benchmark funnel research
- 108. © 2015 Mintigo. All Rights Reserved. www.mintigo.com Problem: data! • Everywhere • There is not much of it • It’s limited/messy/incomplete
- 109. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
- 110. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
- 111. © 2015 Mintigo. All Rights Reserved. www.mintigo.com About 80% of marketing budget is wasted… That is a scientific fact! The Marketing Black Hole
- 112. © 2015 Mintigo. All Rights Reserved. www.mintigo.com Mintigo Enterprise Predictive Marketing Platform ² Data ² Easy to Use SaaS Platform ² Native integration to marketing automation/CRM
- 113. © 2015 Mintigo. All Rights Reserved. www.mintigo.com Mintigo Data: Best B2B data in the market
- 114. © 2015 Mintigo. All Rights Reserved. www.mintigo.com 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
- 115. © 2015 Mintigo. All Rights Reserved. www.mintigo.com Dumb Scoring 95
- 116. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
- 117. © 2015 Mintigo. All Rights Reserved. www.mintigo.com customerDNA:cDNA™ 2,100+ MI’s 7M Companies 100M Uniques Machine Learning Cleanse-‐Enrich-‐Append-‐Analyze
- 118. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
- 119. © 2015 Mintigo. All Rights Reserved. www.mintigo.com 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
- 120. © 2015 Mintigo. All Rights Reserved. www.mintigo.com 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
- 121. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
- 122. © 2015 Mintigo. All Rights Reserved. www.mintigo.com cDNA™ at the heart of marketing LEAD PRIORITIZATION & ENRICHMENT M & A CAMPAIGN SEGMENTATION CROSS & UP SELL CUSTOMER LIFETIME VALUE FIT ANALYSIS INSIGHTS
- 123. © 2015 Mintigo. All Rights Reserved. www.mintigo.com Partners: The Marketing Cloud
- 124. © 2015 Mintigo. All Rights Reserved. www.mintigo.com 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
- 125. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
- 126. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
- 127. © 2015 Mintigo. All Rights Reserved. www.mintigo.com “Mintigo is helping us find all the needles in our haystack of prospect data” Lisa Joy Rosner, CMO “Mintigo helped us get +23% engagement with qualified leads which was a 10X improvement from previous campaigns.” Meagen Eisenberg, VP Customer MarkeDng “Mintigo intelligence completely changed my product marketing strategy for our upcoming fiscal year.” Fran Wilson, Dir, Program MarkeDng “Mintigo is a driving force behind the reinvention of our demand generation process.” Michael de la Torre, Sr Dir, Demand Marketing
- 128. © 2015 Mintigo. All Rights Reserved. @mintigo | www.mintigo.com 3 Ways To Learn More: 1 2 3 Register For Oracle MME ‘15 Las Vegas, 3/31 – 4/2! modernmarketingexperience.com Check Out More Content mintigo.com/resources john@mintigo.com Consult With SiriusDecisions siriusdecisions.com
- 129. © 2015 Mintigo. All Rights Reserved. @mintigo | www.mintigo.com Q&A
- 130. © 2015 Mintigo. All Rights Reserved. @mintigo | www.mintigo.com THANK YOU!
Notes de l'éditeur
- Hello everyone! Thank you all for joining us and welcome to our webinar titled “Data, Predictive Analytics & Marketing Clouds: The Platform For The Modern Marketer”! My name is Tony Yang from Mintigo, and I’ll be your host for today’s session. I hope you’re all as excited as I am because we have an absolutely stellar group of presenters lined up. We have the privilege of having Jay Famico from SiriusDecisions, John Stetic from Oracle Marketing Cloud, and our own John Bara from Mintigo.
- Now before we get started, we’ve got a few housekeeping items to address. The first item is more for the benefit of those logged in but can’t hear audio…so if you can hear me then you’re all set. Second, this session is being recorded, so be on the lookout for an email from Mintigo within a day or two if you’re interested in getting access to the slides and the on-demand recording. Third, we’ll be reserving some time at the end of today’s session for some Q&A, so please type in any questions you may have into the chat window at any time during the course of the presentation.
- And lastly, because we have a bunch of people joining this session who might not be familiar with Mintigo, let me just give a brief intro. Mintigo is a leading enterprise predictive marketing platform. Our mission is to master data science to revolutionize the way you market and sell. By combining the power of predictive analytics, big data and your customer data, you can quickly prioritize your prospects to focus on the ones most likely to buy, and with the additional data and insights that we provide to you, you can offer the most relevant messages and content to the right people at the right time. If you would like to learn more, please visit us at www.mintigo.com.
- Now our first speaker for today is Jay Famico, the Technology Practice Director at SiriusDecisions. Jay is a thought leader focused on helping companies gain maximum value from their investments in sales and marketing technology. As service director for SiriusDecisions’ Technology practice, Jay helps clients select and optimize marketing and sales technology, and understand the challenges and opportunities that technology and process standardization present and how individual applications should link to form a unified ecosystem. He is also responsible for SiriusDecisions marketing and sales technology coverage and online research tools and frameworks. So without further ado, let me turn it over to Jay. Jay, take it away!
- The increasingly crowded marketing technology landscape has given rise to the marketing cloud – marketing solutions that integrate with each other for the purposing of enhancing overall function. Loosely described we view the marketing cloud as being comprised of the following six solution areas: Data enhancement services. Third-party data solution can fill in the gaps in the full data profile and allow the organization to standardize where necessary. Web conversion optimization. Real-time personalization, tailored content delivery and dynamic forms result in higher Web conversion. Marketing Automation. Engagement of contacts through lead nurture. Social listening, publishing and analysis. Advanced competitive monitoring, semantic analysis, reporting and triggering based off of social interactions Analytics. Using statistical techniques and external data sources to predict outcomes can improve the accuracy and benefit of marketing tactics and lead prioritization. Content marketing and management. Solutions enhance content activation, curation and organization by enabling collaboration, calendaring, workflows and resource assignment, publishing and storage of content.
- So, with the understanding of how marketing clouds can benefit marketing organizations, the question then becomes how well does the average marketing organization preform? In short, in looking at current conversion rates suggests that there’s a lot of room for improvement.
- First, many of you will already be familiar with the demand waterfall… …the Demand Waterfall as the standard for defining, measuring and optimizing shared demand creation efforts. It reveals key alignment points between functions, and core set of metrics to measure, diagnose and improve demand creation performance. <<Advance slide>>
- First, some acronyms – We talk a lot about qualifying and scoring leads in marketing automation. The leads that come out of marketing automation, we call automation qualified leads, or AQLs <<Advance slide>>
- Leads that make it all the way through the telequalification function are called teleprospecting qualified leads, or TQLs <<Advance slide>>
- And for the leads that are deemed worthy of going into pipeline with a dollar value and timeframe, the term we use is sales qualified lead, or SQL <<Advance slide>>
- So, what our data show is that only about 10-30% of leads that qualify in marketing automation also qualify when teleprospecting talks to the prospect and does its qualification. So, that eliminates a lot of the leads our marketing automation thought were qualified. <<Advance slide>>
- But it gets worse… When sales gets leads, only 10-30% of them get as far as sales qualified -- pipeline <<Advance slide>>
- Taken together, that means that for every 100 leads that are automation qualified, only a few at best make it to the Sales qualified stage. We are losing 97% or more of our automation qualified leads through the teleprospecting and sales qualification processes. This suggests that an awful lot of qualification is going on AFTER a lead passes from our marketing automation systems <<Advance build>>
- Well, consider what teleprospectors and sales people are doing. It’s generally nothing more than calling that prospect and having a conversation. And in the course of that conversation, they are asking questions. Those questions often include buying cycle info – BANT – but they often include a lot more than that. They go into detail about the prospect’s real needs, the ability of their own solution to address those prospect needs and the prospect’s attitudes and ideas about the possible solutions <<Advance slide>>
- And this process is very effective at separating wheat from chaff. By the time sales qualifies a lead, they have a very high propensity target. However… it’s is very expensive It takes a long time to reach and speak with all these prospects And it doesn’t help you find new prospects that have the right characteristics <<Advance slide>>
- So, the question then is: how can we make teleprospecting and sales more effective by moving more of that qualification from expensive tele and sales resources back into automation? And how do we apply the same logic to the universe of unknown prospects to find net new ones? And that is the role of modern data science: Find clues that exist out in the world, which reliably point to qualifying criteria you would ask the decision-maker if you could get him/ her on the phone? <<Advance slide>>
- We analysts like to plot things on grids. So, this is my 4-box grid, considering depth and speed or cost of lead qualification <<Advance slide>>
- And we’ll look at how it works out under 3 scenarios. For historical purposes, we’ll look first at the purchased list scenario, then lead qualification under marketing automation, and then finally with analytics <<Advance slide>>
- So, in the historical, list purchase scenario, buying lists is fast, so it’s to the far right of the horizontal axis, but It is a very light qualification, generally just based on a couple of filters at the company level. Now, if you know which companies you want to pursue, and those companies are all established and well known, that may be all you need to start <<Advance slide>>
- But, in general, under the list purchase condition, both teleprospecting and sales qualification are slow and laborious – which makes them expensive. So, cheap list buy, but very expensive tele and sales operations. <<Advance slide>>
- With the advent of marketing automation and lead nurturing, leads are now much more qualified in general than before, prior to the time a teleprospector or sales rep picks up the phone. And for organizations that do a good job of nurturing prospects, you can dramatically cut down on the amount of time sales spends developing its own leads. <<Advance slide>>
- But now, with the advent of predictive lead scoring, the prospect is that we qualify leads much more deeply prior to every talking live, and then tele is much more effective, and sales gets even more efficient. So, that’s what we are going for. <<Advance slide>>
- So, with that in mind, I want to tackle the 67% myth, and we’ll see why understanding it is so important to understanding why our current view of prospects may not be adequate… <<Advance slide>>
- So, pop quiz…. Fill in the blank….. <<Advance slide>>
- Read <<Advance slide>>
- That is not correct. So, let’s try another… <<Advance slide>>
- Read <<Advance slide>>
- That also is incorrect <<Advance slide>>
- Read <<Advance slide>>
- Correct, but there’s more to it… <<Advance slide>>
- Read…. <<Advance slide>>
- read, then…. So, it’s really important to understand that the buyer’s journey isn’t just about interacting with our assets, and the digital part of it doesn’t end when a prospects first talks with a sales rep. Assume that a prospect is self-educating all throughout the buyer’s journey <<Advance slide>>
- So, why does that matter? It matters because it means the buyer’s journey doesn’t look like the way it is commonly depicted. <<Advance slide>>
- So let’s have a look at that. We tend to think that the buyer’s journey looks like this…. We have our buyer on the right, and the long and windy road to qualification and sales-readiness on the left <<Advance slide>>
- And there’s our buyer in the distance… <<Advance slide>>
- And closer <<Advance slide>>
- Now she’s really getting close <<Advance slide>>
- Bam! She has arrived… <<Advance slide>>
- And according to that scenario, the next conversation might sound something like this… <<Advance slide>>
- Read…. But, of course, we all know it isn’t really like that, at least not very often. <<Advance slide>>
- In fact, there are quite a few things wrong with that previous scenario. So, let’s take a look at another visualiziation of the buyer’s journey. We have the same buyer, but this time, we have a much longer, much windier road, and a road that clearly isn’t all in the desired direction, nor is it all visible to us <<Advance slide>>
- So our buyers starts down there in the lower left hand corner… <<Advance slide>>
- Whoops. We seem to have lost her. Where’d she go? <<Advance slide>>
- Wait, is that her. She seems even farther away now <<Advance slide>>
- Ah, she’s popped up again, and she seems much closer now <<Advance slide>>
- Ok, she’s making progress… <<Advance slide>>
- Darn it… still heading the other way…. <<Advance slide>>
- And when finally you do get in touch with her, it often sounds more like this… <<Advance slide>>
- read <<Advance slide>>
- read
- And then the sales rep is left thinking…. <<Advance slide>>
- <<Advance slide>>
- <<Advance slide>>
- The truth is, buyer’s journeys often don’t look like the models we construct in our nurture paths, and buyer’s often duck in and out of them. And, they often engage with us during only parts of it. <<Advance slide>>
- So, let’s take a look at what we know about buyer’s journeys so far…. <<Advance slide>>
- They are like the deer in this image…. You may see one in this picture. But, there are two… Same with buyers. Sometimes, we don’t get clear enough signals from their interaction with our assets to allow us to see them. <<Advance slide>>
- And just because a prospect stops responding to our nurturing does not mean they are no longer on a buyer’s journey. There’s a lot going on in a buyer’s world, and most of it is unrelated to their interest in us. <<Advance slide>>
- And that suggests that ….read <<Advance slide>>
- And this is critical: Buyer's demand relevant content or they will tune you out. But, you don't get a pass on being relevant just because a buyer has taken a pause in interacting with your digital assets. They aren't keeping track of where they are in the buyer's journey for each provider. If you don't help them decide, they will simply dismiss you.
- So, let’s shift gears. We’ve talked extensively conversion rates and the buyers journey. Now lets look at B-to-B organizations that are using predictive technology.
- A study we conducted at the start of the year showed that about 68% of companies using marketing automation were scoring leads. >>> advance slide <<
- On contrast, another small study we did reported that …. [read from slide] One caveat, unlike the earlier survey, this was a survey of current users of predictive lead scoring so there’s some bias built into this scoring… However, given the satisfaction levels reported in the prior study, we think this is important >>> advance slide <<
- Read from slide >>> advance slide <<
- And all that may explain why we are seeing such a sharp move to predictive. Another caveat, however, as the numbers on the vertical axis indicate, total adoption is still very low.. >>> advance slide <<
- Which leads me to my final section. Lessons from the Irish Development Authority.
- In the 1980s, the IDA conducted an ad campaign with this theme…. And their point was that…
- This… is not a pre-requesite…
- For this. The story involves a lot of socio-economic factors that ultimately resulted in there being in Ireland a well educated population of young people who were not mired in dead-end factory jobs. Likewise….
- Some of you might just be exploring lead nurturing, scoring and marketing analytics right now. Might I suggest that failure and sub-optimization is not a pre-request. Rather than struggling to implement processes and procedures that will get you half way there - skip the industrial revolution and focus on the technology, skills and processes necessary to fully achieve your organization objectives – not partially.
- Thank you Jay. Our second presenter for today is John Stetic. John leads the product group for the Oracle Marketing Cloud where his role encompasses product strategy and development. Each day, John drives the Oracle Marketing Cloud Product team forward to solve hard problems and transform the way marketers work. Prior to Oracle, John has held a number of senior product leadership roles across a wide range of high-tech organizations from large-scale multinational organizations to fast-growth start-ups. He holds an Engineering Degree from Queen’s University and executive business education from Harvard Business School. John, it’s a pleasure to have you with us today. Now, let me turn it over to you.
- As Kevin noted last night, our vision for the Oracle Marketing Cloud centers around three areas: Marketing Simplicity, Customer Centricity, while being enterprise ready.
- With this integration, 1st party data can travel in the other direction as well. Key segments and data in Oracle Cross-Channel Marketing – such as engagement with e-mail or online engagement – can surface as audience categories inside of the Oracle Data Management solution. The data will then be available for activation in the DMP….
- Activating this third party data can help us reach a variety of different channels to acquire new customers, such as search, display and social. Activating this third party data also allows us to personalize our marketing efforts to our entire available market. Something that was unachievable previously. In addition, we can leverage email and mobile messaging inside of the Cross-Channel solution to retain these customers over time.
- Inherent in reaching these customers through these channels is the ability to tap into the marketer’s ecosystem. From Facebook to Google to Twitter, we can help you activate this data to reach your ideal customers across these different channels. Create an ad on Facebook, or bid for an AdWord on Google. www.bluekai.com/partner
- If we can do this, we can deliver a more seamless cross-channel experience. In this example, we can develop a profile of our customer. From there, we can deliver them an Ad on Google. As they browse the web, we can serve up a display ad for the same product, driving them all the way to the website and into an active buying cycle. From there, we can assign a lead score and leverage our Email Marketing to nurture the prospect through the entire buyers journey.
- The first key use case is around customer acquisition. By leveraging 1st party data about your known users – and using that to inform what customers you target across the DMP’s 700 million anonymous customer profiles – you can connect with more ideal customers that drive revenue now, but also stay longer over time. The second is around personalized retargeting. With re-targeting, we can leverage behavior data to stay top-of-mind with the right customers. Maybe they don’t want to engage with e-mail, for example, but a display ad brings in revenue by reminding the customer about a relevant product. The third use case is for retention marketers: We can use this data to individualize the customer experience and ensure we message to them at the right place, on the right channel, at the right time. For example, we could alert customers that a new solution is launching, and then serve them up a push notification with a special promotion to tune in to the launch event. The business outcomes from this approach can be a longer relationship that drives revenue over time. Lastly, over time, as we break down these marketing silos, we can have one platform to unify all our marketing data and customer interactions. By doing this, we can eliminate redundant costs and ensure a consistent cross-channel experience
- [We’re architecting a platform that is open for use with other applications. 3 types of partners: ads, data, and applications] That’s why the Oracle Marketing Cloud is making major investments in partnering with best-in-class marketing and advertising companies. With an open platform, we have built the industry’s most comprehensive marketing technology ecosystem to help marketers extend the power of the platform and reach their target audience wherever they may be. I’m excited to announce that The Oracle Marketing AppCloud now features more than 260 best-of-breed apps for marketers as well as the 200 dedicated partners of its BlueKai Data Partner Program. This makes us the most integrated, open, global platform that scales for the enterprise.
- Thank you John. Our last presenter today is John Bara, the President & CMO of Mintigo. John specializes in fast growth marketing with 25 years as an executive in Silicon Valley. Prior to Mintigo, John held CMO and SVP of Marketing roles at companies including XenSource (which acquired by Citrix for $500M), Interwoven, Thismoment, and Genesys Telecommunications Labs (which went public and then was later acquired by Alcatel for $2B). John also held a variety of marketing and finance management positions at Intel. John holds an MBA degree from Harvard Business School, and a BA from Oberlin College. John, you have the bridge.
- Mintigo is a leading enterprise predictive marketing platform. We combine the power of predictive analytics, big data and your customer data so that you can quickly prioritize your prospects to focus on the ones most likely to buy from you. You can use Mintigo as a standalone SaaS platform, or integrate it’s predictive lead scoring and data enrichment capabilities directly within your marketing automation systems such as Eloqua or CRM system including Salesforce
- Mintigo’s vision is that by the end of the decade all enterprise marketers will enable their marketing clouds with predictive marketing capabilities.
- Why is this? Here is why…the marketing black hole. Where your budget goes in, and nothing comes out. Let’s drill into why this occurs
- A major reason the marketing black hole exists has been previously described by Jay Famico of Sirius Decisions. At Mintigo we call this the marketing cliff. Sirius Decisions research shows that fewer than 3 out of 1,000 inquiries become customers. That’s 0.3%. From MQL to customer the conversion rate isbetter but still only 1.4%. That means 98.6% don’t become customers. That is poor operational performance with very little leverage for your P&L.
- A big part of the problem is data. It’s everywhere. I It is incomplete (NEXT SLIDE) It’s a black box to most marketers.
- So what do most marketers do when faced with the problem of poor demand gen conversion and limited data? (NEXT SLIDE) Load up the wheelbarrow…
- And pour more cash into the system. (Next Slide)
- The result? It becomes a self fullfilling phophecy. The definition of insanity is repeating the same behavior and expecting a different result. (Next Slide.)
- Mintigo thinks there is a better way, a different way. We believe the modern marketer embraces data. Mintigo’s true SaaS platform helps make your data understandable, approachable and easy to use for a marketer. Mintigo integrates natively with your marketing automation system incluidng Oracle’s Eloqua and your CRM It all starts with the data. (Next Slide)
- Mintigo is built from the ground up as a B2B data company. Let me share an example of how Mintigo Data plus your data can create a better picture of who your customers really are and how you as a marketer can use the results to improve you marketing campaigns and processes and find your buyers faster.
- Typically, you have data on your customers an prospects, but it is very limited, and often incomplete or out of date. Similarly, you probably do some basic lead scoring based on behavioral data which is important but still very limited. Having your BDR or inside sales rep start a conversation with ‘”I see you downloaded a whitepaper” is a dead end discussion without more intelligence about the customers business and buying intent. (Next slide)
- You may even do some base level of lead scoring. But sending leads to your sales teams without information about why the customer is scored highly is “dumb scoring”. I can predict the result of most dumb scoring exercises. Score without data or predictive intelligence end up going you know where? (Next slide)
- More marketing budget down the rat hole with limited follow up or result. What if there was a way to change the mindset by actually finding your best buyers using the signals in the data and empowering sales with valuable information about the prospect’s business and buying intent? That is the Mintigo way… (Next slide)
- At Mintigo we take your data from your systems, we put it through the following steps: -Cleanse We combine it with our Mintigo data, which is vast. Mintigo data includes 100M unique invividuals, across 7M companies. For these 100M individuals, we have up to 2100 unique marketing indicators we call MI’s. -Enrich –Append -Analyze -Score -Predict
- We don’t believe in black boxes. We make data and our Mintigo model accessible and transparent for marketers.
- 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 extremly enlightening for all marketers and guides segmentation, micro campaigns, nurturing, cross sell up sell and many many uses cases. (Next Slide)
- This shows Mintigo’s product. Notice that it is a product, not a consulting project. This is a product which is based on the ture SaaS model that we expect marketers to begin to use everyday in their lead generation efforts. 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. And we share it. On the right you see the graphical impact of the marketing indicators with analysis of weightings and impact. Give it a try, you will like it. We call it the ultimate marketing machine.
- If you enjoyed today’s presentation, here are 3 ways to learn more. As John Bara mentioned at the end of his portion of the presentation, come check out Oracle’s Modern Marketing Experience Conference in Las Vegas from March 31st through April 2nd. If you haven’t registered yet you can do so at modernmarketingexperience.com. In addition, we have some great content around predictive marketing on the Mintigo website, including a recently launched online course which we call Predictive Marketing University that’s taught by our co-founder and CEO Jacob Shama. In addition to this, there are also other useful content in the form of ebooks and webinar recordings on the Mintigo website. Lastly, Jay and his colleagues over at SiriusDecisions are some of the premier experts and thought leaders covering the B2B marketing and technology space. They work with a lot of great companies to help them grow and figure out how to turn their marketing and sales teams into world-class organizations. If you’re not already engaged with SiriusDecisions, we highly recommend that you reach out to them at their website show here.
- Thanks John. Okay, we have a few minutes left for some Q&A, so please go ahead and type your questions in the chat box. We’ve got a few already so here’s the first question for Jay. For Jay: What recommendations do you have for someone to move beyond using marketing automation as a email batch & blast tool to a digital marketing hub? For John Stetic: What do you think are the most critical components of a marketing cloud implementation? Marketing automation platforms seem to be the core, but what else do B2B marketers need to add or consider? For John Bara: Can we still utilize predictive technologies if we are just getting started with using marketing automation and perhaps have dirty data in our systems?
- Well that concludes our webinar today. Many thanks again to Jay Famico, John Stetic and John Bara for taking the time to join us from their busy schedules. And I want to thank all of you who participated in today’s webinar. As a reminder, we’ll make the recording of this session along with the slides available shortly, so please be on the lookout from an email from the Mintigo team within a day or so. Thanks again and have a great rest of your day everyone.