5 Insights to Transform Your B2B Marketing Through Data and Analytics - Mark Jeffery

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BMAChicago

Negócios Tecnologia

12/17/13

Mark Jeffery

Senior
Lecturer
of
Execu4ve
Educa4on,
Kellogg
School
of
Management

and
Founder,
President
and
CEO,
Aquimo

mjeﬀery@aquimo.com

©
Mark
Jeﬀery
2013,
All
Rights
reserved

Data-‐Driven
Marke-ng:

Five
Insights
for
B2B

2

Data-‐Driven
Marke-ng:

Five
Insights
for
B2B

12/17/13

1

12/17/13

1.
The
marke4ng
divide

2.
Don’t
have
customer
data?

3.
Linking
marke4ng
and
direct
sales

4.
Agile
marke4ng

5.
Big
data

3

Data-‐Driven
Marke-ng:

Five
insights
for
B2B

12/17/13

Shaping
Markets

Shaping
Markets

13%

8%

Branding

Customer
Equity

Branding

Customer
Equity

7%

10%

11%

13%

Demand Generation

Demand Generation

54%

46%

Infrastructure and Capabilities

Infrastructure and Capabilities

10%

12%

Low Performers

4

High Performers

Spend 1.5% less
than the average

Spend 14% more
than the average

Data-‐Driven
Marke-ng:

Five
insights
for
B2B

12/17/13

2

12/17/13

5

Data-‐Driven
Marke-ng:

Five
insights
for
B2B

Source: Stan Julien,
Microsoft

6

Data-‐Driven
Marke-ng:

Five
Insights
for
B2B

12/17/13

3

12/17/13

7

Data-‐Driven
Marke-ng:

Five
insights
for
B2B

4

12/17/13

Decision Nodes
Proactive
Yes

Marching
Orders

Data Mining

No

Feasibility Study

Strategize Customer Pitch

Yes
No

Design Wins

Design Win

Customer Pitch

Demand FSE/FAE

Demand FSE/FAE

Issue

Demand FSE/FAE

Issue

Reactive

Issue
Exit

Design In

Fail

Pilot

Fail

Customer / Design Team

Activity Loop

Customer Loop

FAE CR Activity

Data-‐Driven
Marke-ng:

Five
insights
for
B2B

10

Post
Production
Customer Relationship

FSE Activity

12/17/13

9

Data-‐Driven
Marke-ng:

Five
insights
for
B2B

5

12/17/13

11

Data-‐Driven
Marke-ng:

Five
Insights
for
B2B

12

Data-‐Driven
Marke-ng:

Five
insights
for
B2B

12/17/13

6

12/17/13

13

Data-‐Driven
Marke-ng:

Five
insights
for
B2B

1.
The
marke4ng
divide

2.
Don’t
have
customer
data?

3.
Linking
marke4ng
and
direct
sales

4.
Agile
marke4ng

5.
Big
data

14

Data-‐Driven
Marke-ng:

Five
insights
for
B2B

12/17/13

7

12/17/13

Data-‐Driven
Marke-ng:

Five
insights
for
B2B

www.aquimo.com

8

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5 Insights to Transform Your B2B Marketing Through Data and Analytics - Mark Jeffery

1. 12/17/13 Mark Jeffery Senior Lecturer of Execu4ve Educa4on, Kellogg School of Management and Founder, President and CEO, Aquimo mjeﬀery@aquimo.com © Mark Jeﬀery 2013, All Rights reserved Data-‐Driven Marke-ng: Five Insights for B2B 2 Data-‐Driven Marke-ng: Five Insights for B2B 12/17/13 1

2. 12/17/13 1. The marke4ng divide 2. Don’t have customer data? 3. Linking marke4ng and direct sales 4. Agile marke4ng 5. Big data 3 Data-‐Driven Marke-ng: Five insights for B2B 12/17/13 Shaping Markets Shaping Markets 13% 8% Branding Customer Equity Branding Customer Equity 7% 10% 11% 13% Demand Generation Demand Generation 54% 46% Infrastructure and Capabilities Infrastructure and Capabilities 10% 12% Low Performers 4 High Performers Spend 1.5% less than the average Spend 14% more than the average Data-‐Driven Marke-ng: Five insights for B2B 12/17/13 2

3. 12/17/13 5 Data-‐Driven Marke-ng: Five insights for B2B Source: Stan Julien, Microsoft 6 Data-‐Driven Marke-ng: Five Insights for B2B 12/17/13 3

4. 12/17/13 7 Data-‐Driven Marke-ng: Five insights for B2B 4

5. 12/17/13 Decision Nodes Proactive Yes Marching Orders Data Mining No Feasibility Study Strategize Customer Pitch Yes No Design Wins Design Win Customer Pitch Demand FSE/FAE Demand FSE/FAE Issue Demand FSE/FAE Issue Reactive Issue Exit Design In Fail Pilot Fail Customer / Design Team Activity Loop Customer Loop FAE CR Activity Data-‐Driven Marke-ng: Five insights for B2B 10 Post Production Customer Relationship FSE Activity 12/17/13 9 Data-‐Driven Marke-ng: Five insights for B2B 5

6. 12/17/13 11 Data-‐Driven Marke-ng: Five Insights for B2B 12 Data-‐Driven Marke-ng: Five insights for B2B 12/17/13 6

7. 12/17/13 13 Data-‐Driven Marke-ng: Five insights for B2B 1. The marke4ng divide 2. Don’t have customer data? 3. Linking marke4ng and direct sales 4. Agile marke4ng 5. Big data 14 Data-‐Driven Marke-ng: Five insights for B2B 12/17/13 7

8. 12/17/13 Data-‐Driven Marke-ng: Five insights for B2B www.aquimo.com 8

5 Insights to Transform Your B2B Marketing Through Data and Analytics - Mark Jeffery

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