38
The Marketing Tech Stack of Tomorrow Kaushik Patel Sr. Director - Online Marketing & Marketing Ops NORCAL BMA – NOV 10, 2016
The Marketing Tech Stack of Tomorrow
Kaushik PatelSr. Director - Online Marketing & Marketing Ops
NORCAL BMA – NOV 10, 2016
ThoughtSpot : Quick Overview
TEAMSearch + Enterprise
CUSTOMERSMid-to-Large Enterprise
TECHNOLOGYRelational Search Engine
$100M
135EMPLOYEES
Agenda
• Overview• Progress• Challenges• Tech Stack of Tomorrow• ThoughtSpot’s Stack• Demo
Marketing Tech Stack
Marketing Operations
Marketing Sales
Sales Operations
Marketing Tech Stack
Sourcing Converting
Execution
Marketing Tech Stack
Analysis Optimization
3500+ Companies in “Marketing Technology Landscape Supergraphic(2016)” – compiled by ChiefMartec.com
ReachChannelsCoverageContent
AnalyticsDashboardsVisualization
Planning
BenchmarkingTesting
ROIScale
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..
InfluencerInfluencer
Personas – Buyer & Influencers
Target Persona
• Demographic
– Seniority
– Job Function/Role
– Title
– Geo
• Motivations
• Goals
• Behavior
Yesterday
IDENTIFY
EXPAND
ADVOCATE
ENGAGE
PURCHASEADOPTIONUPSELL
17 people influence a purchase
Today, we optimize our outbound efforts around 1) channels (B2B, B2C) 2) demographic attributes - title, seniority, job function, etc.
Today – with ABM
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.
Better targeting, Higher conversion ratesTargeting – is a hit or miss
Target
Company/Account
Department
Function
Recent ABM Stats
What percentage of your marketing is account-based marketing (ABM)?
Do you consider your account-basedmarketing (ABM) efforts to be effective?
B2B Demand Gen
ANONYMOUS USERS IN ACCOUNTS
Target Display Ads based on IP lookup +
Title + Seniority LEADS/CONTACTSUSERS IN
ACCOUNTS
Targeted:• Emails• Events• Webinar
MOF & BOFOPPORTUNITIES
Target content syndication –account profile, named accounts
+ titles
Non-ABMDisplay – look alike, Retargeting
Content SyndicationSocial Media (Paid)
Challenges persist
Target Persona
Identify the Right Persona/Target
Getting in front & top-of-mind Reach & Coverage
But questions still persist…
HOW BIG 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
Total accounts: 1800
By company size:
500-5000 employees: 1200
5000+ employees: 600
MQLs (Last 30 days) 354MQLs by company size:
500-5000 employees: 78
5000+ employees: 275
Accounts Engaged 400
Accounts Touched 700
Accounts Untouched 1100
Contacts per account 20
Buying Center Coverage:By Seniority 80%
By Job Function 90%
By Skills 75%
By Technology 95%
By Org Chart 90%AE:John Smith
Territory:North East
Ideal Report
Target list of companies with > 5 campaign engagements in last 30 daysLink →
Target list of companies with > 10 website visits in last 30 daysLink →
Target list of companies with 1st degree LinkedIn connections to buying centerLink →
ThoughtSpot’s Marketing Stack
SALESFORCE ENTERPRISE - CRM
MARKETO – MARKETING AUTOMATION
CONNECTANDSELL InsideSales.com
NETPROSPEX
Assisted Cold Calls Cold Calls
KNACK.IOResponsive Emails
MAILCHARTSEmail Intelligence
Twitter LinkedIn Facebook
Outbrain TechTarget AdRoll
Quantcast
FeedBlitz
Dogfood
THOUGHTSPOTWEBSITE
Optimizely
BrightTalk
Data Enrich & CleanseNetProspex Clearbit
Data Enrichment
PA
ID M
ED
IA
Kettle
SSIS
Promoted Tweets Sponsored Updates Retargeting Blog Subscription
SEM Targeted Display Webinar & Content Synd.
Content Syndication Qualified Sales Opps Retargeting
Crazy Egg
Spyfu MOZ/SemRush
Wistia AddThisVideo Hosting Social Sharing
SEM Intelligence SEO/SEM
A/B Testing Heatmaps
Pantheon CloudFlare
Google Analytics Google Tag ManagerWeb Analytics Tag Management
Web Hosting CDN
Custom Scripts – Attribution
BufferSocial Media Mgmt
CRMFusion
Bulk Updates
Marketo Insight SalesLoftEmail Prospecting
DEMANDBASE – FORM ENRICHMENT
LinkedInSales Navigator
LeadLander
EverStringPredictive Lead Scoring & Sourcing
AttributionLeanData Clarity
ABM - DisplayTerminus
IntegrateContent Syndication
DISCOVERORGIT & Mktg Leads
LEANDATAABM
ZENIQ – ABM PROGRAM MANAGEMENT
LeadsRX
CRM Ecosystem
SFDC Data WranglingDedupes, Merges
Unified account-level tracking in SFDC –
leads & contacts, activities and more
SDR Prospecting Stack - Inbound & Outbound
Predictive Scoring A, B, C, D & A+
Attribution
Lead/Contact Database Analysis
$100M-$500M
96% Coverage
$500M+
66% Coverage
Marketing Automation
MARKETO – MARKETING AUTOMATION
NETPROSPEX
KNACK.IOResponsive Emails
MAILCHARTSEmail Intelligence Data Enrich & Cleanse
NetProspex ClearbitData Enrichment
Real-time Lead Enrichment &
Quarterly batch updates
Mobile responsive email and landing pages
Enrich event leads and/or source leads based on titles and/or missing emails
Account level metadata
Identify frequency, content, subject lines of emails sent by your competition
Demandbase – Lead Enrichment
demandbase_sidcompany_nameindustrysub_industryrevenue_rangeemployee_rangestreet_addresscitystatezipcountrydata_sourcephonecountry_nameprimary_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_salesprimary_naicsfortune_1000forbes_2000
b2bb2cmarketing_aliasTechnology Insights attributesweb_sitestock_tickertrafficlatitudelongituderegistry_area_coderegistry_dma_codeipaudienceaudience_segmentregistry_company_nameregistry_cityregistry_stateregistry_zip_coderegistry_countryregistry_country_coderegistry_country_code3registry_latituderegistry_longitude
LeanData - ABM
ABM – Program Management
Campaign level management at Account levelBuying Center – target personasAccount penetration metricsContact coverage analysisReach analysis
Buying Center
Website Operations
3rd party hostedStaging & Production sites
Powered by CloudFlare CDN
Web analytics
Drupal CMS
Almost real time insights for Inside Sales/Reps – on web visits from prospects
WEBSITE
Pantheon CloudFlare
Google Analytics Google Tag ManagerWeb Analytics Tag Management
Web Hosting CDN
Custom Scripts – Attribution
LeadLander
Track view-through & delayed conversions
LeadLander – Website Insights for Sales
Website Optimization
User Experience DesignWebsite engagement
Conversion Optimization
Keyword/SEM & Competitive SourcingContent Strategy
Optimizely Crazy Egg
Spyfu MOZ/SemRush
Wistia AddThisVideo Hosting Social Sharing
SEM Intelligence SEO
A/B Testing Heatmaps
BufferSocial Media Mgmt
DEMANDBASE
Lead data enrichment –firmographic information. Lead routing optimization
Social Media ManagementContent promotion
ThoughtSpot on ThoughtSpot
Analytics: ThoughtSpot on ThoughtSpot
SalesforceMarketo
Kettle SSISETL
Ad-hocReports
