"What's in Your Marketing Cloud? How to Maximize Technology Investments" - InsideView + LegalZoom, Digital Velocity 2015
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See how InsideView and Legal Zoom are using Tealium as the foundation of their digital marketing operations to drive superior results, including faster campaign time to market, and real-time engagement.
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"What's in Your Marketing Cloud? How to Maximize Technology Investments" - InsideView + LegalZoom, Digital Velocity 2015
- 1. © 2015 Tealium Inc. All rights reserved. | 2
- 2. © 2015 Tealium Inc. All rights reserved. | 3 WHAT’S IN YOUR MARKETING CLOUD? How to Maximize Your Technology Investments InsideView and LegalZoom
- 3. © 2015 Tealium Inc. All rights reserved. | 4 ABOUT InsideView is a Market Intelligence Platform that infuses your CRM system with essential data, insights and connections constantly updated from 30,000 financial, media and social sources and 50 million company and contact records. Using InsideView, B2B marketers can find more leads, sales can win more deals and account management can retain and grow customers. Joe Lucas, Director of Demand Gen & Marketing Ops • Runs Demand Gen and Marketing Operations for InsideView • 10+ years experience in digital marketing • Engineering background@joelucas
- 4. © 2015 Tealium Inc. All rights reserved. | 5 CHALLENGES AT INSIDEVIEW Marketing budget doesn’t scale at the same rate as our targets Traditional demand generation losing effectiveness Buyers are informed and driving the process Automation isn’t enough to fuel revenue growth
- 5. © 2015 Tealium Inc. All rights reserved. | 6 OUR APPROACH TO MARTECH 1. Technology is evaluated based on business problems solved, not based on features 2. Each technology purchased is evaluated based on measurable impact towards the business problem 3. Technology is evaluated according to the buyer journey 4. Technology is both a budgetary investment and a headcount investment
- 6. © 2015 Tealium Inc. All rights reserved. | 7 EVALUATION CHECKLIST Identify the business problem to solve Define success criteria for the problem Agree on the timeline for the pilot Measure results to success KPIs
- 7. © 2015 Tealium Inc. All rights reserved. | 8 OUR KEY TECHNOLOGY STACK Attract Acquire Nurture Close Grow
- 8. © 2015 Tealium Inc. All rights reserved. | 9 OUR KEY TECHNOLOGY STACK Attract Acquire Nurture Close Grow
- 9. © 2015 Tealium Inc. All rights reserved. | 10 2014 RESULTS 2X increase in website conversion rate 47% reduction in our cost of opportunity metric 142% increase in lead to opportunity conversion rate 60% YoY growth in marketing-sourced pipeline
- 10. © 2015 Tealium Inc. All rights reserved. | 11
- 11. © 2015 Tealium Inc. All rights reserved. | 12 ABOUT Over 10 years in marketing technology Background in website testing and optimization Manages and maintains a suite of marketing tools used by teams across the entire LegalZoom organization Bridges the gap between Marketing & Technology teams sryan@legalzoom.com Since it’s founding, LegalZoom has rapidly expanded to become the premier online legal destination for small businesses and families. For us, putting the law within reach of millions of people is more than just a novel idea—it’s the founding principle. Sarah Ryan, Director Marketing Systems
- 12. © 2015 Tealium Inc. All rights reserved. | 13 CONSISTENCY & FLEXIBILITY The essentials
- 13. © 2015 Tealium Inc. All rights reserved. | 14 THE CORE Tag Management, Analytics & Testing Tag Management – Single place to keep your digital marketing house in order – Data & logic consistency – Respond quickly to real-time needs or issues – Easily try new things without significant development investment Analytics – Know your users – Understand behavioral patterns & problem areas – Measure performance & uncover optimization opportunities – Measure impact of marketing channels & other user touch points
- 14. © 2015 Tealium Inc. All rights reserved. | 15 THE CORE Tag Management, Analytics & Testing Testing – Iterate & improve upon existing experiences – Try big ideas in a controlled fashion – Learn, communicate & respond Tealium Optimizely Google Analytics
- 15. © 2015 Tealium Inc. All rights reserved. | 16 CONSISTENCY & FLEXIBILITY How our core became a game changer Significant decrease in time needed to launch new campaigns – 3+ weeks 1-3 days Data reliability – Campaign tags, analytics, etc. all using the same logic & data sources Faster testing & optimization – Multiple tests released weekly with a very small team
- 16. © 2015 Tealium Inc. All rights reserved. | 17 POWER OF TECHNOLOGY Increasing scale & focus
- 17. © 2015 Tealium Inc. All rights reserved. | 18 FINDING THE RIGHT TOOLS One size does not fit all 1. Define your goals & long term vision – Understand your needs & allow for growth 2. Avoid global marketing platforms that claim to do everything – Focused businesses understand unique problem spaces better, and design their tools accordingly 3. Don’t be afraid of new technologies – Do your due diligence and learn about the brains behind the company 4. Talk to someone outside of sales – Dig deep and ask lots of questions. – Learn about how the technology works and how that specifically applies to your business needs
- 18. © 2015 Tealium Inc. All rights reserved. | 19 EARLY STAGE COMPANIES
- 19. © 2015 Tealium Inc. All rights reserved. | 20 LEGALZOOM What else did we choose? ▪ SEM: Bid Management Platform - Kenshoo ▪ Display: Agency & Optimization Platform – DataXu ▪ Affiliates: Campaign & Affiliate Management Platform – Cake ▪ Call Tracking: Marketing Focused Call Platform – Invoca ▪ Attribution: Digital Marketing Attribution Reporting - Convertro ▪ User Enrichment & Segmentation: Tealium AudienceStream
- 20. © 2015 Tealium Inc. All rights reserved. | 21 DATA, DATA, EVERYWHERE
- 21. © 2015 Tealium Inc. All rights reserved. | 22 OUR FUTURE WITH AUDIENCESTREAM Product - Understanding Users – Tracking more attributes about our users allows us to find patterns & to service our customers the way that they want to interact with us Marketing - Advanced Targeting – Leverage more dimensions for Relevant messaging in advertisements & web experiences Testing specific user segments Triggering actions based on a combination of user behavior and user attributes Operations - Empowering Call Center Reps – Providing more information about customers directly into our CRM so that reps can help our customers more effectively
- 22. © 2015 Tealium Inc. All rights reserved. | 23 QUESTIONS?
Notas do Editor
- If youre deploying an ad tag and an analytics tag, etc… and handing off to a dev team, may not be done by same person or done in the same way. So results may be different. If going through the same rules and datalayer you don’t have to worry about that. Joined Legalzoom. Everything a mess and not knowing where anything was or be able to get things out in a timely fashion. Wanted to switch out display vendor. With tealium super easy. set up analytics quickly to try it out. Easier to make the case to switch because we had something to show with our actual legalzoom data and when we decided to make the switch it was just a matter of doing an audit and removing coremetrics. Simplified maintenance No code clutter Goals we want to hit. Without analytics we don’t know if we are actually hitting the goals, or where we can improve.
- Share results easily Somebody comes to you and says “hey this would be better with a green button” you can say “ok” and in a matter of minutes put it out there. And when you have results that don’t go anywhere, it’s been tried and everyone can put it to bed. Big test moving checkout up front. Test out on single product and then if produces desired result, can expand out further. Having a testing framework allows for this and makes it easier in ways that trying to do without would not. Learn, communicate. And so with optimizely and integrating our tests data into analytics, we have graphs and are able to share results in a consistent way that everyone can look at.
- Kenshoo as example In the case of search marketing had a goal of making the most of our spend. To hit that we needed to find a vendor that would help us get more granular and targeted with our campaign structure, while still allow us to optimize toward volume and revenue targets. If you are a professional painter, you don’t go to walmart to buy your supplies. We want to find the best solution to our problem. Talk about optimizely. Did lots of vendor evaluation. Went with best of breed. Talked to people who started the company. Talked to technical people. They were there with us step by step and responded quickly to any problems we were encountering. Helping each other to succeed. Larger companies often don’t care that much. You want a partner, not a vendor. Young companies in the digital marketing space, are often companies that are still technology companies. You’re focused on the problem. And their focused on the problem. A lot of companies as they get successful become more of a sales organization.
- Kenshoo - rock solid platform. Portfolio bidding strategy has produced tremendous results. DataXu - Small team. Their hybrid agency model let us be more hands off and focus on setting goals and optimization rather than creative management. Cake - super user friendly, lots of reporting to evaluate affiliates & lead generation, fraud detection, integrates directly with our marketing call tracking platform. Invoca - Gives us visibility into an area that was previously a black box for us (all the way back to a click level). Call system that integrates with all of our vendors and is focused on marketing. Convertro - Because google’s attribution reporting isn’t that good yet. Needed to understand upper vs. lower funnel channel attribution. Last touch sucks. story about spending more in brand.
- So, with a very small team we were able to use these vendors to expand and grow our program. starting at a very high level and drill down and splitting out campaigns and targeting as we found areas of opportunity and making lots of money. Since we have all of these vendors in place, we can track a user through an affiliate program, to a display campaign, off to our phones, back to a purchase on the website where they see a new test we’ve launched. Connecting the data across our various platforms we can better understand the customer journey and be there with the right information at each step along the way, and understand the value of each. Now that we’ve got that sorted out, what’s next?
- Product - Creating profiles around our users and better distinguish between prospective customers and lookey loos on the website. Now that we know who the real prospective customers are we can identify where we aren’t doing them justice. We can figure out where they are getting lost, what we can do better, and ultimately help them get what they need. Audiences around users who bought a specific product combined with other attributes like what else they browsed, and what information they’ve told us about themselves. Market likely subsequent products to them. Operations - information to help customers complete their purchase. where they fell off, what product, etc..
- Product - Creating profiles around our users and better distinguish between prospective customers and lookey loos on the website. Now that we know who the real prospective customers are we can identify where we aren’t doing them justice. We can figure out where they are getting lost, what we can do better, and ultimately help them get what they need. Audiences around users who bought a specific product combined with other attributes like what else they browsed, and what information they’ve told us about themselves. Market likely subsequent products to them. Operations - information to help customers complete their purchase. where they fell off, what product, etc..