https://www.demandbase.com/webinar/virtual-marketing-innovation-summit-b2b/ Holly Bounds, Digital Strategy Lead, GE Energy Management As Digital Strategy Lead for GE Energy Management, Holly Bounds manages website and digital activities for five distinct divisions of the business, each of which has its own website, products, customers, revenue reports and not to mention unique marketing technology. She will walk through how she is leveraging company, industry and geographic data to optimize each web property, down to the content pieces that are driving the most opportunities. She’ll also share how armed with this information, she is better able to justify budget asks and drive ROI on both dollars and human resources.

1. How GE Digital Marketing Stays Lean
to Go Fast
#B2BSummit
April 29-30, 2015 | AT&T Park, San Francisco, CA
Holly Bounds
Digital Strategy Leader, GE Energy Management
@hollymbounds

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Demandbase Confidential.
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Agenda
Background
2014 key learnings
2015 plan
Plan in action

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Demandbase Confidential.
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“A brief history of time” ~ Stephen Hawking

4. GE Energy Management
GE
Digital
Energy
GE
Energy
Consulting
GE
Intelligent
Platforms
GE
Industrial
Solutions
GE
Power
Conversion
• 1 web site
(homegrown
platform)
• Marketing
automation
• Google
analytics
• eCommerce
portal
• 3rd party call
center
• Web content
embedded in
another site
• 2 web sites
(agency
platform)
• Marketing
automation
(Marketo)
• Google
analytics
• 32 web sites
(various
platforms)
• Marketing
automation
(Marketo)
• Omniture
• eCommerce
portal
• 1 web site
(agency
platform)
•Web content embedded in
another site
Previous state

5. GE Energy Management
GE
Digital
Energy
GE
Industrial
Solutions
GE
Intelligent
Platforms
GE
Energy
Consulting
GE
Power
Conversion
• 1 web site
(homegrown
platform)
• Google analytics
• Demandbase
analytics
• eCommerce portal
• Marketing
automation
• 3rd party call
center (Televerde)
• 1 web site
(Drupal) on AWS
(Acquia)
• Marketing
automation
(Marketo)
• Google analytics
• Demandbase
analytics
• Lift
• 1 web site
(Drupal) on AWS
(Acquia)
• Marketing
automation
(Marketo)
• Google analytics
• Demandbase
analytics
• Internal demand
response call
center
• Lift
• 32 web sites
(Drupal) on AWS
(Acquia)
• Marketing
automation
(Marketo)
• Google analytics
• Omniture
• Demandbase
analytics
• eCommerce portal
• Lift
• 1 web site (Drupal)
on AWS (Acquia)
• Marketing
automation
(Marketo)
• Google analytics
• Demandbase
analytics
• eCommerce portal
• Lift
•1 web site (Drupal) on AWS (Acquia)Current state

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“Where are you going, where have
you been?” ~Flannery O’Connor

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2014 learnings
Focus: quality, not quantity
Alignment: programs/campaigns support company’s
strategic objectives
Analytics: must be able to track leads through the full
sales cycle; no quantifiable ROI…no funding
Sales buy-in: on the road, pulled in many directions,
don’t want to spend more time in a tool than necessary…
demonstrate WIIFM to drive adoption of lead process

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2015 plan
Focus: work with 2 P&Ls
Alignment: 3 programs that align with company/
commercial strategic objectives
Analytics: Marketo + SFDC integration tracks leads
through full sales cycle… possibly integrated w/SAP EOY
Sales buy-in: share vision/strategy/expectations/content
early with sales team; provide time for feedback and
adjustments based on their input; train only the sales
people assigned to each campaign on “convert” process

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“This section contains forward-
looking information.”

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Key accounts
Focus: good customer with significant growth opportunity to
grow share of wallet
Alignment: programs/campaigns support company’s strategic
objectives AND add value to the customer
Analytics: Demandbase via Google analytics illuminates
products viewed, forms capture interest, SFDC tracks leads
Sales buy-in: briefed key account manager on vision, shared
value-added ideas, solicited feedback, adjusted plan
… then learn and scale

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Sample key account home page

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Key industries/sub-industries
Focus: industry or sub-industry where we have portfolio
breadth and an opportunity to grow
Alignment: programs/campaigns support company’s strategic
objectives AND add value to customers in that industry
Analytics: Demandbase via Google analytics illuminates
which companies are visiting, the products viewed,
Sales buy-in: briefed industry sales team on vision, brought in
marcom to develop content, demonstrate alignment
… then learn and scale to other industries/sub-industries

13. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
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Sample analytics to inform program
Note: all data is altered to
protect privacy

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Sample key market page

15. Holly Bounds
Digital Strategy Leader
GE Energy Management
 holly.bounds@ge.com
 +1 (678) 708-5498
@hollymbounds
www.linkedin.com/in/hollymbounds