NORCAL BMA NOV 10 2016 The Marketing Tech

NORCAL BMA – NOV 10, 2016 The Marketing Tech Stack of Tomorrow Kaushik Patel Sr. Director - Online Marketing & Marketing Ops

Thought. Spot : Quick Overview TEAM TECHNOLOGY CUSTOMERS Search + Enterprise Relational Search Engine Mid-to-Large Enterprise 135 EMPLOYEES $100 M

Agenda • • • Overview Progress Challenges Tech Stack of Tomorrow Thought. Spot’s Stack Demo

Marketing Tech Stack

Marketing Tech Stack Marketing Operations Sourcing Marketing Sales Operations Converting

Marketing Tech Stack Execution Analysis Optimization Reach Channels Coverage Content Analytics Dashboards Visualization Planning Benchmarking Testing ROI Scale 3500+ Companies in “Marketing Technology Landscape Supergraphic (2016)” – compiled by Chief. Martec. com

Challenges Today

Not enough awareness. . Not enough leads. . Not the right type/quality of leads. . Not enough velocity. . Not enough upsell. . Not enough budget. . Not enough granular metrics. .

Personas – Buyer & Influencers • Demographic – Seniority – Job Function/Role – Title – Geo Influencer Target Persona • Motivations • Goals • Behavior

Yesterday Today – with ABM Today, we optimize our outbound efforts around 1) channels (B 2 B, B 2 C) 2) demographic attributes - title, seniority, job function, etc. Starts with 1) identifying which accounts are likely to buy, 2) who in the account will make the decision, 3) who will influence and then market to them. IDENTIFY Company/Account Department EXPAND Function ENGAGE Target ADVOCATE 17 people influence a purchase PURCHASE ADOPTION UPSELL Targeting – is a hit or miss Better targeting, Higher conversion rates

Recent ABM Stats What percentage of your marketing is accountbased marketing (ABM)? Do you consider your account-based marketing (ABM) efforts to be effective?

B 2 B Demand Gen Target content syndication – account profile, named accounts + titles Target Display Ads based on IP lookup + Title + Seniority Non-ABM Display – look alike, Retargeting Content Syndication Social Media (Paid) ANONYMOUS USERS IN ACCOUNTS MOF & BOF OPPORTUNITIES LEADS/CONTACTS USERS IN ACCOUNTS Targeted: • Emails • Events • Webinar

Challenges persist Reach & Coverage Getting in front & top-of-mind Identify the Right Persona/Target Persona

But questions still persist…

BIG HOW IS YOUR UNIVERSE OF PROSPECTS?

% WHAT OF THESE PROSPECTS ARE BEING TOUCHED BY YOUR CAMPAIGNS?

HOW GOOD IS YOUR DATABASE COVERAGE?

HOW WILL YOU SCALE? HOW MUCH?

WHAT DO YOU RATE YOUR DEMAND GEN STRATEGY? WHAT % OF YOUR DEMAND GEN SPENT IS JUST WASTED?

The Marketing Stack of Tomorrow

Desire • • • Big Picture – Drive Transparency Gap Analysis Benchmarking Actionable Insights – AI? *Evaluation Framework – Prescriptive path – Plan vs. Ad hoc

Ideal Report Total accounts: 1800 By company size: AE: John Smith Territory: North East Buying Center Coverage: By Seniority 80% By Job Function 90% 500 -5000 employees: 1200 By Skills 75% 5000+ employees: 600 By Technology 95% By Org Chart 90% MQLs (Last 30 days) 354 MQLs by company size: 500 -5000 employees: 78 5000+ employees: 275 Accounts Engaged 400 Accounts Touched 700 Accounts Untouched 1100 Contacts per account 20 Target list of companies with > 5 campaign engagements in last 30 days Link → Target list of companies with > 10 website visits in last 30 days Link → Target list of companies with 1 st degree Linked. In connections to buying center Link →

Thought. Spot’s Marketing Stack

PAID MEDIA Google SEM Quantcast Bright. Talk Integrate Targeted Display Webinar & Content Syndication ABM - Display Outbrain Tech. Target Ad. Roll Content Syndication Qualified Sales Opps Retargeting Twitter Linked. In Facebook Feed. Blitz Promoted Tweets Sponsored Updates Retargeting Blog Subscription Terminus ZENIQ – ABM PROGRAM MANAGEMENT Net. Prospex Clearbit KNACK. IO MAILCHARTS Data Enrich & Cleanse Data Enrichment Responsive Emails Email Intelligence NETPROSPEX Buffer Social Media Mgmt Wistia Video Hosting Add. This Social Sharing Spyfu SEM Intelligence MOZ/Sem. Rush Optimizely A/B Testing Crazy Egg Heatmaps SEO/SEM DEMANDBASE – FORM ENRICHMENT MARKETO – MARKETING AUTOMATION Custom Scripts – Attribution Ever. String Attribution Lean. Data Clarity Predictive Lead Scoring & Sourcing CRMFusion Marketo Insight Bulk Updates Dogfood THOUGHTSPOT Kettle SSIS Sales. Loft Linked. In Email Prospecting Sales Navigator LEANDATA DISCOVERORG CONNECTANDSELL Inside. Sales. com ABM IT & Mktg Leads Assisted Cold Calls SALESFORCE ENTERPRISE - CRM Leads. RX Lead. Lander Google Analytics Web Analytics Google Tag Manager Tag Management Pantheon Web Hosting Cloud. Flare CDN WEBSITE

CRM Ecosystem Predictive Scoring A, B, C, D & A+ SFDC Data Wrangling Dedupes, Merges Unified account-level tracking in SFDC – leads & contacts, activities and more Attribution SDR Prospecting Stack - Inbound & Outbound

Lead/Contact Database Analysis $100 M-$500 M 96% Coverage $500 M+ 66% Coverage

Marketing Automation Real-time Lead Enrichment & Quarterly batch updates Enrich event leads and/or source leads based on titles and/or missing emails Account level metadata Net. Prospex Data Enrich & Cleanse NETPROSPEX Clearbit KNACK. IO MAILCHARTS Data Enrichment Responsive Emails Email Intelligence MARKETO – MARKETING AUTOMATION Mobile responsive email and landing pages Identify frequency, content, subject lines of emails sent by your competition

Demandbase – Lead Enrichment demandbase_sid company_name industry sub_industry revenue_range employee_range street_address city state zip country data_source phone country_name primary_sic "Account Watch attributes (watch_list_account_type)" "Account Watch attributes (watch_list_account_status)" "Account Watch attributes (watch_list_campaign_code)" "Account Watch attributes (watch_list_account_owner)" annual_sales primary_naics fortune_1000 forbes_2000 b 2 b b 2 c marketing_alias Technology Insights attributes web_site stock_ticker traffic latitude longitude registry_area_code registry_dma_code ip audience_segment registry_company_name registry_city registry_state registry_zip_code registry_country_code 3 registry_latitude registry_longitude

Lean. Data - ABM

ABM – Program Management Campaign level management at Account level Buying Center – target personas Account penetration metrics Contact coverage analysis Reach analysis

Buying Center

Website Operations Track view-through & delayed conversions Custom Scripts – Attribution Almost real time insights for Inside Sales/Reps – on web visits from prospects Lead. Lander Google Analytics Web Analytics 3 rd party hosted Staging & Production sites Powered by Cloud. Flare CDN Google Tag Manager Tag Management Web analytics Cloud. Flare CDN Pantheon Web Hosting WEBSITE Drupal CMS

Lead. Lander – Website Insights for Sales

Website Optimization Buffer Social Media Mgmt Wistia Video Hosting User Experience Design Website engagement Conversion Optimization Add. This Social Sharing Spyfu MOZ/Sem. Rush SEM Intelligence SEO Optimizely A/B Testing Crazy Egg Heatmaps Social Media Management Content promotion Keyword/SEM & Competitive Sourcing Content Strategy DEMANDBASE Lead data enrichment – firmographic information. Lead routing optimization