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Jill Kaplan - Customer Analytics and Marketing to Drive Demand
1.
2. Big Data, Small Data why do You care?
• Why is everyone talking about
Big Data?
• Small Data Customer Insights
• Early Contributors
• Martin Lindstrom
• Allen Bonde
⇧
4. Some Case Studies
• Driving Conversion
• Focus on data and processes
• Driving Loyalty and Advocacy
• Identifying High Value Customers
or Influencers
• Building Community
• Creating opportunities for
engagement
“Loyalty is about emotion first,
behavior second.”
Mark Boncheck,
Harvard Business Review
6. Roadmap to Unlock Your Small Data
Gather and understand what customer information you need
Apply AI and Progressive Profiling to expand customer
information
Enrich your customer data with
additional company firmographics
Execute revenue campaigns with a
focus on Metrics that Matter
8. Focus on Metrics that Matter
CLV – Customer
Lifetime Value
Profitable Revenue
SQL – Sales Qualified Leads*
AQL – Analytically Qualified Leads
*Adopted from Sirius Decisions
Marketing Funnel
9. Segment Lighthouse Integrators Resellers
CLV $$$ $ $$
Qtrly Pipeline
Targets
$xM/qtr
X% Convert2B
$xM/qtr
X% Convert2B
$xM/qtr
X% Convert2B
High Value
Acquire/Exp
Retention/
Renewals
Low Value
Acquisition
Open
Opportunity
Aligning Sales and Marketing with Key Metrics
ISales InfluencersStrategic
Accounts
10. What have we learned?
• Understand what is small data and its impact
• How to enrich customer data to build a strategic customer database
• Expand your existing customer data and de mask anonymous users
• Define Metrics that Matter in building revenue campaigns
11. Please subscribe to our blog and get
tips on reaching your escape velocity
and becoming the dominant vendor
in your industry
www.escapevelocityinc.com
Thank you
Notas do Editor
Before I begin I would like to share some background as to how I got here?
In previous life, I went over to run WebEx Field Marketing shortly after Cisco had acquired it. I was coming from having led US Commercial’s Southern Area and had built demand engines to align sales, marketing and channels.
Once a qtr I would host a lunch and learn at one of our Webex sales locations with my team and the sales leaders to understand what was working, what they needed, etc.
The sales leader was late that day and after he arrived apologized but he was working to close a deal which I asked him to share the details. He told us he was coaching one of his employees and that it was for 2 licenses and I asked how many people were in the company thinking it had to be a land and expand, but instead he told me I think maybe 10 employee, which had me really concerned, how could we let so much resource work on such a low dollar value transaction. I first needed to understand where the lead came from, and what means we had for handling such a deal….there were NONE. Our guys had to chase everything down unless we gave them a better way to handle a transaction.
What do I want you to walk with?
Realizing many of you are coming from a search environment, what can you be doing to build more differentiation, and creating value that is more sustainable for your company, shareholders/investors, and customers.
I hope I can help you to identify key metrics like customer lifetime value and use that to drive your demand and underlying data and analytics
Because I believe not all revenue is the same and we need to optimally deploy resources ….dollars and people.
Lets talk first about why everyone is talking about Big Data, it is big cost and I know this world very well from my previous life. The consultants don’t fire up their engines for less than $500K and I looked back after such an engagement and really questioned the ROI.
I maintain, by the time you have big data achieve big insights, it is too late
Unless you are in the top 1% where you can afford the costs, resources. But then are in different league and I hope you checked out the Capital One session because I am awestruck by their deep analysis
Big data works when you have lots of data, army of data scientists
So what can you do?
Lets talk about the value in small data
Let everything when I started to think about how do you build intelligence to mine smaller data, I started with a google search and I quickly found out I get no points for originality, there was already a nascent movement in place on the subject of small data
I found wiki page and definition where small data is about careful observation of people and some early thinkers in this area
We all know the typical marketing funnel which I liken to an iceberg
What I want to focus on is creating more differentiation
I know many of you come from the world of search but when you focus on data, insight and processes you are being more strategic
Example CDW and building major differentiation
We all know the typical marketing funnel which I liken to an iceberg
What I want to focus on is creating more differentiation
I know many of you come from the world of search but when you focus on data, insight and processes you are being more strategic
Example CDW and building major differentiation
So how do you get more strategic and yet remain tactical so you can get your day job done?
Now we get into the story of how Escape Velocity Inc came to be.
I was doing some networking in the Triangle with some VC’s and asking if there might be some startups I could assist, maybe mentor. I had meet with various Triangle leaders and the word got out that the former head of Cisco Americas Demand wanted to help out some local firms. At the same time I was talking/noddling with my co founder, John Toebes about what would it take to help smaller firms with limited data to get more impact from their data, we identified two major needs
Algorithms to decipher what information they had. One of the challenges was most of their email addresses were generic hotmail, gmail type of addresses
An enterprise class database with company firmographics like company size, employees, location, industry classifications etc
Roadmap style. Pins???
Lets take an example of what you can do to expand your customer insights.
We have seen some pretty basic data when we engage with a client, email address, paying or non paying indication and the platform the application is being used on
There is no idea of the type of decision maker, the industry they are in let alone knowledge of general industry classifications like SIC and NAICS, again I am referring to startups and smaller companies. I know this is basic information for a company with a general marketing foundation. But even if you are more sophisticated firm, understanding who are your customers are their lifetime value is critical.
Used to sweet spot
8
Pls make this your takeaway and do this qtr
Still needs work
Would like to have the font in PowerPoint
Slogan looks awkward
