Data-Driven Marketing: Transform B2B Data For A 360-Degree Customer View
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#C2C16 Data-Driven Marketing: Transform B2B Data For A 360-Degree Customer View Theresa Kushner, VMWare
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Transcript of Data-Driven Marketing: Transform B2B Data For A 360-Degree Customer View
#C2C16
Data-DrivenMarketing:TransformB2BDataForA360-DegreeCustomerView
TheresaKushner,VMWare
At VMware, the top sets the direction – Be data-driven!
CONFIDENTIAL 2
What is it and why is it important
Why is it complicated for B2B
Where do you start
360-degree customer view
Most customer views are really only 180-degree
CONFIDENTIAL 4
Website action
Your Company
Your Customer
True 360-degree views -- aided by big data
CONFIDENTIAL 5
Your company’s view Your known competitors
Your unknown competitors
Other activities you can see
Other activities you can’t see
Comprehensive customer view aids…1. Research/analysis
– Purchase patterns, product patterns– Trends– Segmentation
2. Promotion– Campaign targeting/selection– Cross-sell/up-sell– Reactivate dormant/lost customers
3. Measurement – Campaign results– ROI, optimize marketing investments– Lifetime value, Managing customer
CONFIDENTIAL 6
B2B data-driven techniques SegmentationPenetration analysis ProfilingModelingTargeting/campaign selectionRecording results of marketing activity
What is it and why is it important
Why is it complicated for B2B
Where do you start
360-degree customer view
B2B data adds complexity to any customer view• Hierarchical data adds complexity
– Enterprise– Headquarters– Site
• One-to-many relationship of contacts to the company level• Contacts need to be maintained based on their role in the
decision process • Transaction data and “decision” data may be very different
– P.O.’s, ship to and bill to addresses – Business vs home contacts– Email addresses
• Website hits and other unstructured data are not easily related to company or contact
Data comes from many outlets in B2B world
What you can buy
Account name, addressContact(s) informationParent company + linkSIC or NAICSYear started/foundedPublic v. privateRevenue/salesEmployee sizeCredit scoreFiscal year
What you have to assemblePurchase historyPurchase preferencesBudgets, purchase plansSurvey questionsQualification questionsPromotion historyService historySource codeUnique identifierWeb activityChannel partner
What we really wantActual titlesJob functionsLevelsBuying roleGlobal data Wallet shareChoice, preference, compliancePropensity to buyIntent to purchase
CONFIDENTIAL 9
What is it and why is it important
Why is it complicated for B2B
Where do you start
360-degree customer view
Start with data you have
CONFIDENTIAL 11
Customer Account Information
Sales Pipeline/Opportunity
Account Sales Information
Worldwide view of customer locations
Service Level RequestsNPS Scores
Allow for views that tell what happened…
CONFIDENTIAL 12
And for views of what will happen
CONFIDENTIAL 13
Supplement with other sources• Shared contact databases
generated by sales and marketing people in B-to-B
• Contact profile data as well as data management completes D&B
• Contacts generated as look-alikes from your top accounts.
• Targets markets based on business activities such as reason for existing, products provided
CONFIDENTIAL 14
Experiment with new, different sources• Web mining to produce information
on technology installs linked to D&B
• Purchase intent inferred from online behavior.
• Rich contact profiles based on business people’s social media data.
• Auto populate landing page forms with account data.
CONFIDENTIAL 15
Get technical with supplemental IP data
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ProvidersVisitorTrackVisualVisitorDemandbaseVisistatProfoundWhoIsVisiting
Build an environment that gives you access
CONFIDENTIAL 17
Use what you collect
Pricing
Channel ManagementSales
Enablement
Order Management
Campaign and
DigitalMarketing
Segmentation
Data and analytics
serves all of marketingMetrics
Management• ROMI• Market share• Tactic analysis
• Channel preference• Channel performance
• Pricing optimization• List price
determination
• Propensity Models • Pipeline analysis• Cross-sell/upsell
recommendations
• Persona management
• Cluster analysis• LTV• Look alike analysis
• Site/Campaign optimization
• Targeted Marketing• Shopping cart
optimization• A/B Testing
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