5 Insights to Transform Your B2B Marketing Through Data and Analytics - Mark Jeffery

12/17/13  

1  

Data-­‐Driven  Marke-ng:    Five  Insights  for  B2B

Mark Jeffery Senior  Lecturer  of  Execu4ve  Educa4on,  Kellogg  School  of  Management    and  Founder,  President  and  CEO,  Aquimo    mjeffery@aquimo.com  

©  Mark  Jeffery  2013,  All  Rights  reserved  

Data-­‐Driven  Marke-ng:    Five  Insights  for  B2B 12/17/13  2

12/17/13  

2  

Data-­‐Driven  Marke-ng:    Five  insights  for  B2B

1.  The  marke4ng  divide  2.  Don’t  have  customer  data?  

3.  Linking  marke4ng  and  direct  sales  

4.  Agile  marke4ng  

5.  Big  data  

12/17/13  3

Data-­‐Driven  Marke-ng:    Five  insights  for  B2B 12/17/13  4

Shaping Markets

13%

Infrastructure and Capabilities 10%

Demand Generation 54%

Branding

7%

Customer Equity 10%

Shaping Markets

8%

Infrastructure and Capabilities 12%

Demand Generation 46%

Branding

11%

Customer Equity 13%

Low Performers Spend 1.5% less than the average

High Performers Spend 14% more than the average

12/17/13  

3  

Data-­‐Driven  Marke-ng:    Five  insights  for  B2B 5

Data-­‐Driven  Marke-ng:    Five  Insights  for  B2B 12/17/13  6

Source: Stan Julien, Microsoft

12/17/13  

4  

Data-­‐Driven  Marke-ng:    Five  insights  for  B2B 7

12/17/13  

5  

Data-­‐Driven  Marke-ng:    Five  insights  for  B2B

12/17/13   9  

Marching Orders

Strategize Customer Pitch

Customer Pitch Design Win Design Wins

Yes

No

Yes

No

FAE CR Activity

Customer Loop

FSE Activity

Activity Loop

Data Mining Feasibility Study

Design In Pilot Post Production

Reactive

Proactive

Customer / Design Team

Demand FSE/FAE Demand FSE/FAE Demand FSE/FAE

Issue

Exit

Fail Fail

Issue Issue

Decision Nodes

Customer Relationship

Data-­‐Driven  Marke-ng:    Five  insights  for  B2B 10

12/17/13  

6  

Data-­‐Driven  Marke-ng:    Five  Insights  for  B2B 12/17/13  11

Data-­‐Driven  Marke-ng:    Five  insights  for  B2B 12

12/17/13  

7  

Data-­‐Driven  Marke-ng:    Five  insights  for  B2B 13

Data-­‐Driven  Marke-ng:    Five  insights  for  B2B

1.  The  marke4ng  divide  2.  Don’t  have  customer  data?  

3.  Linking  marke4ng  and  direct  sales  

4.  Agile  marke4ng  

5.  Big  data  

12/17/13  14

12/17/13  

8  

Data-­‐Driven  Marke-ng:    Five  insights  for  B2B

www.aquimo.com