5 Insights to Transform Your B2B Marketing Through Data and Analytics - Mark Jeffery

12/17/13

1

Data-‐Driven Marke-ng: Five Insights for B2B

Mark Jeffery Senior Lecturer of Execu4ve Educa4on, Kellogg School of Management and Founder, President and CEO, Aquimo [email protected]

© Mark Jeffery 2013, All Rights reserved

Data-‐Driven Marke-ng: Five Insights for B2B 12/17/13 2

12/17/13

2

Data-‐Driven Marke-ng: Five insights for B2B

1. The marke4ng divide 2. Don’t have customer data?

3. Linking marke4ng and direct sales

4. Agile marke4ng

5. Big data

12/17/13 3

Data-‐Driven Marke-ng: Five insights for B2B 12/17/13 4

Shaping Markets

13%

Infrastructure and Capabilities 10%

Demand Generation 54%

Branding

7%

Customer Equity 10%

Shaping Markets

8%

Infrastructure and Capabilities 12%

Demand Generation 46%

Branding

11%

Customer Equity 13%

Low Performers Spend 1.5% less than the average

High Performers Spend 14% more than the average

12/17/13

3

Data-‐Driven Marke-ng: Five insights for B2B 5


Source: Stan Julien, Microsoft

12/17/13

4


12/17/13

5


12/17/13 9

Marching Orders

Strategize Customer Pitch

Customer Pitch Design Win Design Wins

Yes

No

Yes

No

FAE CR Activity

Customer Loop

FSE Activity

Activity Loop

Data Mining Feasibility Study

Design In Pilot Post Production

Reactive

Proactive

Customer / Design Team

Demand FSE/FAE Demand FSE/FAE Demand FSE/FAE

Issue

Exit

Fail Fail

Issue Issue

Decision Nodes

Customer Relationship


12/17/13

6



12/17/13

7



1. The marke4ng divide 2. Don’t have customer data?

3. Linking marke4ng and direct sales

4. Agile marke4ng

5. Big data

12/17/13 14

12/17/13

8


www.aquimo.com

5 Insights to Transform Your B2B Marketing Through Data and Analytics - Mark Jeffery

Business

Transcript of 5 Insights to Transform Your B2B Marketing Through Data and Analytics - Mark Jeffery