This document provides an overview of key steps for data-driven demand generation. It discusses (1) understanding goals and defining metrics, (2) creating a solid data foundation through governance and profiling customers, (3) prioritizing and tracking touchpoints, (4) integrating systems to get a unified view of customers, (5) testing and learning through optimization, and (6) visualizing data to communicate results and impact. The overall message is on using data to improve marketing performance and better quantify the value of programs.

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Data-driven Strategies
for Demand Generation

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Why Data?

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Information is not knowledge
- Albert Einstein

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Weather Data – for Meteorologists

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Weather data for you and me

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Stock Markets

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The Data Tsunami

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Volume
Amplifies and creates reach

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Velocity
Rapid insights provide competitive advantage

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Variety
Everyone’s an advertiser, broadcaster and data generator
People with people
People with Machines
Machines with Machines

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The Connected Customer

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Channels most commonly used
Eloqua and CMO.com B2B Benchmark Study Q4 2012

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37% do not track the revenue (closed
business) generated by campaigns.
29% do not measure sourced-
opportunities generated by campaigns.
20% do not measure the number of new
sales leads generated by marketing
campaigns.
Measuring the basics
Source: Pardot

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“The top challenge for marketers
remains to better quantify and
measure the value of marketing
programs, in spite of improvements
in accountability over previous
years.”
- CMO Council
It’s still a challenge

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“Seventy-six percent (76%) of B2B
marketing professionals agree or
strongly agree that their ability to
track marketing ROI gives marketing
more respect.”
Source: Forrester Research
It’s about credibility

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Signal or Noise?

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Information or Insight ?

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Campaign Timing

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Different Data. Different Databases.

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Key steps to high-
performance
demand generation

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1. Understand whatyou wantto achieve
2. Create asolid data foundation
3. Track critical touch-points inthe customer life-cycle
4. Integrate your systems
5. Test and learn
6. Visualize and communicate results
Key steps to data-driven demand gen

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Understand what
you need to achieve

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1. Think like a CEO/CFO
2. Speak the language of business
3. Align marketing objectives with business
objectives
4. Connect marketing activities and
investments with business outcomes
5. Define
What to measure
When to measure
How to measure
Focus on what matters

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1. What business outcomes are you trying toimpact?
2. How much do you expect this program/activity to
contribute?
3. How willyou know that thisprogram achieved the
objective(s)?
4. What metrics wouldyou expect tosee?
5. When wouldyou know to change course?
6. What data willhelp you understand our current state?
7. What data and metrics willcommunicate the program’s
effectiveness and value?
Plan for Measurement

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1. Whatareyourspecificobjectivesformarketinginvestmentand
howwillyou connectyourinvestmentstoincrementalrevenueand
profit?
2. Whatimpactwoulda10%changeinyour marketingbudget(upor
down)haveonyourprofitsandmarginsoverthenextyear?The
nextthreeyears?Five?
3. Comparedtorelevantbenchmarks(historical,competitive,
marketplace),howeffectiveareyou atconvertingmarketing
investmentintorevenueandprofitgrowth?
4. Whichareappropriatetargetsforimprovingrevenueleverage
(definedasdollarsofprofitoverdollarsofmarketingandsales
spend)overthenextfewyears?Whichinitiativeswillgetyou
there?
5. Whatquestionsdoyou stillneedtoanswerwithregardtoyour
knowledgeofthereturnonmarketinginvestments?Whatareyou
goingtodotoanswerthem?
5 questions to guide your measurement insight
Source: MarketingNPV

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1. Revenue
Net new deals
2. Profit
Customer expansion
3. Market Share
4. Margin
Marketing Effectiveness and Efficiency
5. Leads sourced or influenced by marketing
MQLs and SALs
Opportunities
Primary Marketing Metrics aligned to Business Goals

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1. Registrations, Conversions or
Inquiries
2. Lead Quality by Lead Score
3. Spend (Cost per Conversion,
Cost per Qualified Lead)
4. Engagement
CTRs
Attention ( Time on site, Interact with
Content)
PR and Social Comments, Tweets,
Likes, Shares
5. Etc.
Secondary Marketing Program Metrics

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The Time Dimension
Source: Lenskold Group

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1. Use Vanity metrics
2. Measure what is easy
3. Focus on quantity over quality
4. Focus on activity, not results
5. Efficiency instead of effectiveness
Measurement Don’ts
Source: Marketo - Definitive Guide to Marketing Metrics and Analytics

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Create a solid data
foundation

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Reliable data leads to better decisions
1. Data Governance
Data quality
■Is it current?
■Is it correct?
■Is it consistent?
Completeness
Compliance

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Treat data as a portfolio
1. Data Governance
Data quality
■Is it current?
■Is it correct?
■Is it consistent?
Completeness
Compliance
Source: Marketo

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1. Prospect/Customer Profile
 ContactInformation
 CompanyInformation
 IdealCustomerattributes–revenuesize,industry
2. Prospect/Customer Engagement
 WebsiteVisits
 EmailOpens,Clicks,Forwards
 BlogComments
 Socialactivity
3. Lead Type Categorization
 Source/Channel/Industry/Job Role
Determine Your Data Profile

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Prioritize and track
touch-points

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Lead management workflow

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1. Purchased Lists
2. Web
3. Social
4. Partner/Reseller Channel
5. Event
6. Etc.
Categorize your Marketing Channels

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Setup and manage your tracking codes
Element # Characters Example
1. Funnel 3 OSA
a. Outside Sales Funnel A OSA
b. Outside Sales Funnel B OSB
c. Outside Sales Funnel C OSC
d. Marketing Funnel D MKD
2. Quarter 3 (408)
3. Campaign Type 4 EMRL
a. Email
i. Rented List EMRL
ii. House List EMHL
iii. Internal List EMIL
iv. Brand List
Registered Users
Free Trial ( Vscape Lite
Users)
EMBL
b. Webinar WEBS
c. Banner Ads BNAD
d. Online Third Party ONTP
e. Conference / Tradeshow CONF
f. Website VFMW
g. Public Relations PBRL
h. PPC PPCS
i. Social WB20
j. List Development LDEV
4. Vertical / Market Focus ( HO) 2 Characters
a. Industry A IA
b. Industry B IB
c. DISTRIBUTION PARTNER DP
d. OTHER OTHR
e. MEDIA MD
5. Vendor Variable
6. Offer Variable
7. Drop / Start Date 6 Mmddyy
8. Campaign Element (if multiple types of
promotion, then the specific type for
this source code, else use code “00”)
2 NA
a. Not applicable or None 00
b. Dedicated Email DE
c. E-newsletter sponsorship ES
d. Banner / Text Ads BA
e. Whitepaper/ Offer Listing LI
f. Company Listing / MicroSite CL
g. Other
h. Fax
OT
FX
Example:
Source code = MKD113EMBLIAB2BWebinarData-Driven070313DE

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A note about attributions

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Insert your tracking codes

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Integrate your
systems

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Identify your systems
Source: Chiefmartec

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Understand your technical infrastructure

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Get the systems talking to each other
Web CMS, market automation and CRM offer a common view of
the customer that drives personalization across web and email

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Test and learn

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Test, review, optimize

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Visualize your data

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Tell a story
Source: Lenskold Group

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What’s the MROI?
Source: Eloqua

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Visualize your impact
Source: Eloqua

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It doesn’t have to be pretty!
Q4 2012

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Thank You