A panel of 8 best-of-breed MarTech leaders share their thoughts on how B2B marketing operations professionals can best navigate the complex MarTech landscape.

1. THE DEFINITIVE GUIDE TO
B2B MARKETING OPERATIONS
- Webinar -
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Learn how to navigate the increasingly complex
MarTech landscape

4. Tag Management
Adam Corey, Tealium

5. Tag management systems build
one profile to serve every vendor
and channel
● Built across every customer
touchpoint (web, mobile/IoT,
offline, etc.
● Vendor-neutral approach: Works
across your entire stack
● Works in true real-time
Engage Customers Everywhere
Adam Corey | @tealium

6. Fragmented Customer View
Adam Corey | @tealium

7. Without Tag Management,
companies implement vendors
independently
● Implementation cycles are slow and
complex
● Vendors work in silos without a
common language
● Data is lost in JavaScript code, not
accessible to other teams and tools
● Data quality concerns exist
It Starts with Data
Adam Corey | @tealium

8. Tag Management creates efficiencies
● Better measurement in less time
● Frees up resources; Allows for focus
on optimization
● Shorter time-to-market
Tag Management unlocks your data to
help create a unified customer view and
vendor-neutral strategy
Tag Management Builds Your Foundation
Adam Corey | @tealium

9. All of your first-party data
Enriched with new attributes,
audiences and offline data
Connected in real-time across
channels and devices
Universal Identity
Adam Corey | @tealium

10. Marketing Attribution
Dave Rigotti, Bizible

11. Marketing attribution is about connecting
marketing to sales.
It enables reporting and optimizations based on
downstream metrics such as revenue.
What Is Marketing Attribution?
Dave Rigotti | @drigotti

12. Common Attribution Models
Dave Rigotti | @drigotti

13. What Does Good Attribution Look Like?
Visit
(Anonymous)
Opportunity
Created
Lead
Created
Social
Organic
Search
Retargeting
Email
Events
Channel
Action
First Touch Last Touch
Dave Rigotti | @drigotti

14. Account-Based Attribution
Visit Opp.Lead
Researcher Users
Decision
Maker
One Account / Company
Dave Rigotti | @drigotti

15. Account-Based Marketing
John Dering, DemandBase

16. Why Account-Based Marketing?
John Dering | @d_rang

17. John Dering | @d_rang
More
marketers are
AWARE
of ABM
75%
of B2B companies are
aware of ABM
84%
of marketers say that ABM
delivers higher ROI than
any other marketing
approach

18. John Dering | @d_rang
More
marketers are
having
SUCCESS
with ABM
91%
of B2B marketers
employing ABM stated
they are aligned with sales
96%
of B2B companies said
ABM has an impact on
marketing’s success.

19. Getting Started With ABM
John Dering | @d_rang

20. Market Intelligence
Sam Laber, Datanyze

21. What is Market Intelligence?
Sam Laber | @SLaber89
Market specific information that guides decision-making.
● Qualitative vs Quantitative
● External vs Internal
● Embedded into existing workflows

22. Why Market Intelligence?
Sam Laber | @SLaber89
The Age of Personalization The New “Buyer’s Journey”

23. From Static to Signal-Based Intel
Sam Laber | @SLaber89
“3X Lead → Opp Conversion Increase”
-Sara Davidson, HubSpot MarOps

24. How to Get Started
Sam Laber | @SLaber89

25. Call Intelligence
Julia Stead, Invoca

26. 70+ Billioninbound calls via mobile search by 2016
Mobile Has Shifted How We Interact with Prospects
Julia Stead | @JuliaStead
This is a computer.
This is a phone.

27. Julia Stead | @JuliaStead
"I realized that on mobile devices, I wanted to
act more. The balance between acting and
consuming is more shifted towards acting. Acting
as in call a business. Right? That’s the simple
most acting.”
- Amit Singhal, Sr. VP Search at Google, on his year of living ‘Mobile First’:

28. Is Your Technology Really Omni-channel?
Julia Stead | @JuliaStead

29. Call Intelligence provides marketers attribution and analytics for conversions from any
channel, that happen over the phone.
What is Call Intelligence?
Julia Stead | @JuliaStead
Your marketing programs
get credit, you get accurate
ROI, and can figure out how
to drive more.

30. ● Full, granular attribution for inbound calls
● Better, accurate ROI for all your marketing channels
● Transparency and actionable insight into your best interactions
Benefits of Call Intelligence
Julia Stead | @JuliaStead
Invoca’s Results: Paid Search Channel
Qualified Pipeline Q3 2015
By including calls, our pipeline to spend
ratio increased by 166%.

31. Experience Optimization
Wintha Kelati, Optimizely

32. Wintha Kelati | @WinthaK

33. 1. Build the foundation for reaching the right audience
2. Increase engagement and conversions on the
marketing site and in-product
3. Improve performance of marketing campaigns and
nurture programs
How Experience Optimization Enables You
Wintha Kelati | @WinthaK

34. Testing Symmetry at the Top of the Funnel
Wintha Kelati | @WinthaK

35. Testing Symmetry at the Top of the Funnel
Wintha Kelati | @WinthaK

36. Optimizing the Customer Experience with Marketing Data
Wintha Kelati | @WinthaK
You can also leverage
experience optimization to
tailor the experience of
your customers within
your product.

37. Lead Routing & Scoring
Sean Zinsmeister, Infer

38. Primary Inbound Nurture
Sean Zinsmeister | @SZinsmeister
LR & LS

39. Primary Inbound Nurture + Behavioral Model
Sean Zinsmeister | @SZinsmeister
LR & LS

40. Outbound Nurture
Sean Zinsmeister | @SZinsmeister
LR & LS

41. Data Quality Management
Trisha Randolph, ReachForce

42. Common Theme: Data
Trisha Randolph | @ReachForceTrish
Coupling high-quality
data with actionable
strategies leads to
operational efficiencies.

43. Impact of Poor Quality Data
Trisha Randolph | @ReachForceTrish
If disparate systems contain poor quality data, using this information to finalize decisions
can undo even the most well-intentioned and best-planned marketing strategies.

44. Inbound, Real-time Data
Trisha Randolph | @ReachForceTrish
Immediate Segmentation
Accelerated Lead-to-Opportunity

45. Back-End, Existing Database
Trisha Randolph | @ReachForceTrish
Clean
Prospect & Customer
Data

46. Implementing a Data Quality Strategy
Trisha Randolph | @ReachForceTrish