I LOVE DATA (sort of)

Michael Ballard

@mballard5574mballard@lenovo.com

22

About Lenovo

• Digital Marketing Center

• B2B North America for 500+ Employees

• Vertical Targeting

• Segment by Customer Status

• 7 Product Categories

3

My Data Journeya dusty left brain

4

From Marketing Mogul

5

To Data Geek

66

I have to love data.

7

The day I met predictive

nothing but unicorns and rainbows

82015 Lenovo Internal. All rights

reserved.

Demand Generation

LEAD GENERATION– inbound

– outbound

– events

– media buys/programs

– contact purchases

LEAD SCORING– profile score

– behavior score

LEAD QUALIFICATION– human touch

– qualify before sending to sales

8

92015 Lenovo Internal. All rights

reserved.

Challenges

• Need more leads!!!!!

• Product buyers only care about their product

• Product line buyers want to be marketed to differently

9

102015 Lenovo Internal. All rights

reserved.

Goals with 6Sense

• Engagement rates by product line

• Predictive MQLs

• Target based on predictive stage

• Target new contacts

2015 Lenovo Internal. All rights reserved.

Lenovo’s VISIONfor demand generation data

122015 Lenovo Internal. All rights

reserved.

Fro

m T

his

132015 Lenovo Internal. All rights

reserved.

To

Th

is

14

What 6Sense did?

Account Score

Product 1 Product 2 Product 3 Product 4

Contact Score

Product 1 Product 2 Product 3 Product 4

15

Predictive contact lists

Email Campaigns

(segmentation)

Display Ads

(internal & external)

Funnel Gaps

(strategic name

buys)

LDT

(outbound

qualification)

Web Optimization

(predictive

content)

16

Buying Time Frame | where they fit

RM Database

Segments IdentifiedNo Segment

Most Likely

To BuyMost Likely

To Buy When

Nurture EmailsFeeder emails LDT

17

Rethinking the TOTAL ADDRESSABLE MARKET

18182015 Lenovo Internal. All rights

reserved.

Predictive can change

EVERYTHING

in marketing