1. A data-driven approach to DemandGen and Prospecting
Intelligent Campaigns
Barry Magee - Client Analytics, Data Strategy and Transformation Leader - IBM Digital Sales Europe

2. What we want.... What we get (at first)....
Here’s the thing with data projects.....
You need to think of data projects as transformation efforts

3. Marketing
Identified
Lead Dev
Validated
Sales
Qualified
How to respond?
- use data effectively across the funnel to maximum effect and RoI
What’s the problem?
– activities throughout the funnel are often siloed without effective integration
Why do we care?
– shift in activity towards top of the funnel - marketing and good targeting essential
Let’s start with what we typically do today
Data Not Insight
Lack of Integration
Tactical not Strategic

4. Campaigns - In a typical Campaign environment we focus on the yield only
1. Opportunities not Productivity
It’s the TIME and MONEY spent on the ‘other’ 98% of
calls that’s the real opportunity cost – wasted effort.
2. Pipeline not Client Feedback
We obsess about pipeline and clients we have and
not about learning from clients we fail to convince.
3. Wins not Market Trends
We take the wins and miss the fact that the losses
may mean a shift in market direction.
1-2% Outbound Lead Conversion
yield
How
to
improve
yield

5. 12.7 M
Impressions
Paid Search (Google, Bing, Yandex, GDN)
455,043
EU Web Visits ***
(US, UK, PL, RU + Old
Registration page)
23,267
Registrations
450.9M
Impressions
107.8 K
Clicks
363.7K
Clicks
1,674
Active
Users*
82,004
Paid search
Web Visits
89,122
Paid social
Web Visits
Paid Search
avg. 2%
0.8%
0.08%
3.3%
424.7 M
Impressions
Paid Social
(Facebook, LinkedIn, Twitter)
377.5K
Clicks
0.1%
10.5M
Wins =
Impressions
PM2
9.7K
Clicks
0.04%
5.1%
Benchmarks:
WW: 4.8%
Industry: 2.6%
Benchmarks:
WW: 1.2%
172,379
Other paid
Web Visits
35,838
Organic
search
Web Visits
6,331
Owned +
Earned
Social
Web Visits
$2.072M
New ACV
Wins
763
Leads**
263
companies
541
companies
How Many
Visits?
Is Conversion Higher
Than Target?
How Many Leads?
Is Conversion Higher
Than Target?
How Much
Revenue?
Why are visitors
NOT registering?
94.9%
Why are so many registered
users NOT active on site?
96.3%
What’s different about the 46%
of active users who become
leads?
46%
We ask too many How Much questions and not
enough Why or Why Not questions
Campaigns – a question of “narrative”...
A

6. Industry Description
Cloud
Count
of
Oracle
HW
Linux
Data
Center
Security
Big
Data
Oracle
Sun
Mainframe
Power
HP
WinTel
Automotive 1 1 4 1
Banking 1
Chemicals & Petroleum 1 1 1
Computer Services 2 2 1 4 4
Consumer Products 2 3 6 10 5
Education 1 1
Electronics 1 1 4 6 7 4 1 6 1 5
Energy & Utilities 1 1 1
Financial Markets 1 2 1 2 2
Government, Central/Federal 1
Healthcare 1 5 1 7 2 4 1 2
Industrial Products 2 4 14 25 2 1 2 31 1 13
Insurance 2 1 2 1
Life Sciences 2 3 1 1
Media & Entertainment 1 1
Professional Services 1 1
Retail 1 3 3
Travel & Transportation 2
Wholesale Distribution & Services 5 8 1 12 1 6
Grand Total 2 3 13 41 1 69 11 2 4 86 4 41
SMART Market Feedback
WHERE - industries
Industrial Products 16% Healthcare 3%
Automotive 9% Computer Services 2%
Wholesale Distribution & Services 9% Education 2%
Chemicals & Petroleum 7% Banking 2%
Consumer Products 7% Government, Central/Federal 2%
Electronics 7% Government, State/Provincial/Local 2%
Travel & Transportation 7% Insurance 2%
Life Sciences 6% Financial Markets 1%
Retail 5% Telecommunications 1%
Media & Entertainment 5% Aerospace & Defense 0%
Energy & Utilities 4% Exclusions 0%
Professional Services 4%
Completed Engagements with Positive Outcomes
2
WHAT - outcomes
6%
Oppty
Conversion
38%
Lead
Conversion
Execution Status for Prospects
1
Task Status Custs %
Not Started 1496 80%
In Progress 71 4%
Deferred 20 1%
Canceled 106 6%
Completed 171 9%
Grand Total 1864 100%
STATUS Outcome % Total
Completed 1) Wrong Solution 3% 5
2) Client has no Budget 1% 3
3) Client has no Sign-Off/Approval 3% 5
4) Client has no compelling Need 34% 59
5) Not within current Timeframe 19% 33
6) Client with Competition 6% 10
7) Opportunity already in system 7% 13
8) New Opportunity Created 6% 10
9) Nurturing for future engagement 19% 33
Completed Total 100% 171
IMT Total
Benelux 1
DACH 95
France 14
Italy 9
SPGI 15
UKI 37
Grand Total 171
4
WHERE NEXT - Q1 prospects
WHY - patterns
3
Lead Indicator %
PTB Cloud Service Security 86%
PTB Implement Advanced Cloud Infrastructure 83%
PTB Big Data 77%
Storage 77%
PTB Cloud Computing - Virtual Environment Management 74%
Power 51%
PTB Data Center 29%
Oracle Rdbms 20%
Linux OS 20%
PTB Platform Computing 17%
HP X86 14%
Oracle Apps 14%
Oracle HW 14%
Sun Manuf 3%
Oracle Services 3%
Proportion of Customers with Positive Outcomes per Lead Indicator
On
Target
Off
Target
Healthcare 100% Banking 50%
Government, State/Provincial/Local 100% Electronics 17%
Chemicals & Petroleum 100% Wholesale Distribution & Services 0%
Retail 75% Professional Services 0%
Consumer Products 75% Life Sciences 0%
Industrial Products 71% Financial Markets 0%
Education 67% Energy & Utilities 0%
Travel & Transportation 50% Automotive 0%
Computer Services 50%
Average 52%
On
Target
Off
Target
o/w Outcome/Feedback Status for Prospects
B
Where should we
focus?
Where should we
de-focus?
What proved NOT
to be significant?
What proved to be
significant?
Where are we
engaging effectively?

7. How do we connect not just data but the insight being created in an integrated approach?
• What are the right questions?
• What is the best process to capture the answers?
• Then implement a data-driven transformation
process data insight
+ =

8. Which customers
are in each
campaign?
WHY
engage?
WHO
to call?
WHAT
to offer?
WHEN
to engage?
WHICH
resource?
HOW
to engage?
WHERE
to adjust?
Marketing
brand and marketing drive
prospects into top of
funnel
plan
execute
Lead Dev
Either a dedicated bus dev
rep or sales rep on bus dev
activity
plan
execute
Sales
Sellers managing a
territory of clients or
pipeline of opportunities
plan
execute
Identified
Validated
Qualified
What are the best
market
segments?
What are market
pain points or
CRAs?
What products
match market
needs?
Which digital
toolset do I use to
engage?
What is market
feedback and
where to pivot?
Which campaigns
should we run?
Which digital
toolset do team
use?
How are teams
performing?
When do I plan
for campaign
execution?
Which Reps
should cover
which campaigns?
Which clients and
Oppties are
priorities?
DBG “Jobs To Be Done”
Which Reps
should cover
which accounts?
How can I see
market pain
points?
How do I define
“best” segment?
How do I “fit”
product to
segment?
How do I “fit”
product to
segment?
How should
feedback adjust
campaigns?
How do I “fit”
product to
prospect?
Who do I call
next?
How do I
prioritise all my
calls?
How do I triage
my prospects?
How do I know
where to adjust
my actions?
Who do I call
next?
What are the
market trends?
What are the
market trends?
What’s best
product for my
customer?
When is best
time to engage
my customers?
How do I triage
my prospects?
How do I know
where to adjust
my actions?
How are teams
performing?