Building a Data Driven Programme (or how we saved money using better data) kingpincomms.com James Foulkes
Building a Data Driven Programme(or how we saved money using better data)
kingpincomms.com
James Foulkes
Covered today
• Issues facing a marketer
• Attribution models
• Buying teams
• Personas
• Sales approach
• How we improved our TM
• Random stat
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About Me
James Foulkes
Co Founder
Kingpin Communications
Born in Grimsby – “upgraded” to Lewisham.
Qualified GDPR Practitioner
Twitter - @jamesfoulkesKP
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The Dog
Mstr A. Foulkes. Aged 5.
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A Unicorn
Miss A. Foulkes. Aged 7.
Connecting tech brands to audiences
through smart data and big ideas.
Founded in 1997
Offices in London & San Francisco
B2B Tech Specialists
Connecting tech brands to audiences
through smart data and big ideas.
Founded in 1997
Offices in London & San Francisco
B2B Tech Specialists
Connecting tech brands to audiences
through smart data and big ideas.
Founded in 1997
Offices in London & San Francisco
B2B Tech Specialists
26 Countries
112,289,897Impressions
1,037,958Engagements
54,615Conversations
60,229
MQL’s
23,175
SQL’s
Issues facing a B2B
Marketer today
Question 1How many Martech tools
are available in 2018?
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Made more complex by…
• Influx of data
• GDPR
• Bigger buying groups
• Noise
• 3 Month campaigns, 18 month sales cycle
• ABM
• Pipeline and targets
• Technology – 7000+ at last count
Source: Gartner/CEB Global – The Digital Evolution in B2B Marketing
Do we over complicate things?
Simplify….
Attribution
modelling…
Attribution models
Time Decay
Assigns the most credit to
touchpoints that occurred
nearest to the time of
conversion.
Can be useful for
campaigns with short
lifecycles, such as
promotions.
Position Based
Can be used to adjust credit
for different parts of the
customer journey, such as
early interactions that
create awareness and late
interactions that close sales.
Data driven
Based on your interactions and
unique business.
With proper feedback and
development this can be
modified and tweaked to
create a more accurate
representation.
BUT, can be time consuming
and resource heavy.
Plus you need data at scale.
Last Touch
Attributes 100% of the value
to the last channel before a
conversion or sale.
Gives good insight into what
triggered the company /
individual to take the
conversation to the next
level.
BUT, ignores all the work
that’s gone before it.
First Touch
Can help you understand
which campaigns create
initial awareness for your
brand or product.
BUT, ignores everything after
it – clicking a banner doesn’t
seal the deal there and then.
Linear
Used if your campaigns are
designed to maintain contact
and awareness with the
customer throughout the entire
sales cycle.
BUT, although all channels
build up a journey, in reality
not all have the same impact.
Attribution models
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19%
22%
16%
12%
8%
7%
5%
4%
2%
3%
1%
1%
26%
20%
13%
12%
9%
5%
4%
4%
3%
1%
0.5%
1%
Organic Web
Channel
Inbound
Event
Direct
PPC Web
Online Content Syndication
SDR Inbound
Webinar
Outbound
Tradeshow
List Purchase
First Touch Last Touch
5%
2%
12%
19%
16%
7%
3%
1%
22%
32%
16%
14%
0%
0%
0%
0%
0%
0%
Online Content Syndication
Webinar
Event
Organic Web
Inbound
PPC Web
Outbound
Tradeshow
Channel
Direct IndirectKey “Indirect”
Tactics/Channels
If looking at OCS and measuring “direct attribution” only 5% of pipeline can be attributed to
OCS. Looking at this indirectly however 32% of pipeline opportunities have an OCS
contribution which would be unseen using traditional attribution metrics.
Last Touch v First Touch
Direct vs Indirect Opportunity Drivers
A step by step guide to your attribution
Marketing ActivityDepending on marketing activity, its complexity
and the number of channels will determine the
model you adopt. Pure Data Driven won’t work
without enough data…..
Set Up Conversion PointsDecide which touchpoints you’d like to count as a
conversion. This can be information requests,
newsletter subs etc.. Anything significant should be
set up
Calculate Marketing ROIRelate all marketing activity to marketing
investments and their influence on bottom line.
Marketing attribution is about being able to spend
your budget as wisely as possible.
Attribution TypeDepending on your goals – look at one of
the aforementioned models and decide
which works well for you. We’d suggest
starting with linear.
Play with Attribution TypeAs per points 1 and 2 you might want to play
around with attribution models to see those that
give you the best insights. i.e. we use linear as
standard but when looking to measure the impact
of a simple landing page – go last click.
3
1 2
4
5
Your audience
Question 2How many people are in the average
B2B decision making group?
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Gartner (CEB) – The Challenger Customer Says:
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Buying teams are growing in
size and complexity
Source: IDG – Customer Engagement
< 1,000 employees
>1,000 employees
Average number of decision makers involved in enterprise (IT) purchasing decisions today
35%Increased
10%Decreased
55%No change
1/3rd of companies report buying teams have grown over the last 2 years
Trend that is more prevalent at
large organisations and in
verticals like financial services
where nearly 50% report IT
buying teams have grown in
size over the last 2 years.
Source: Gartner/CEB – The Challenger Customer
How much content?
79%
Source: IDG – Customer Engagement Research
of Tech Decision-Makers find it
challenging to locate enough
high-quality, trusted information
on major enterprise IT products
and services to make an
informed purchase decision
ITDMs need information but
they’re challenged to find it
7 ASSETSDownloaded during
the purchase process on average
3rd party content is more valuable
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NetLine Research indicates a mismatch: Mangers do the
bulk of research, but vendors target C Level
• Managers comprise 25% of active audience.
• They have more bandwidth and eager to learn
• They are targeted 21% less than the C-Level
TM Campaigns (including
infrastructure and project scoping
information
A Buying Team in Action……26 engagements, 4 + quarters, £1m + closed revenue.
People research, but
it is companies that
purchase.
Enterprise engagements. Large bank. Large deal.….
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If you didn’t know it already…..
• Research is done before you speak to someone
• We all have to talk to multiple stakeholders
• A team buys, not one individual
• Our main target (those with cheques and projects) are not the
ones raising their hands whilst researching
• Just to reiterate, don’t ignore the influencers
Question 3Percentage of sales people
ranked as “average or poor”?
Sales people count
Source: Discover.org “what do buyers want?”
64% ranked as average or poor Marketing seem ok with that…
Sales people count
Source: Gong.io analysis of over 1,000,000 sales calls
Sales people count
Source: Gong.io analysis of over 1,000,000 sales calls
Being transparent helps
Source: Gong.io analysis of over 1,000,000 sales calls
What this means for you…
• Relationship with customer
• Transparency and clarity are the way forwards
• We can help earlier on by positioning our offering alongside
competition
• Information rich content rather than sales lead
• Don’t underestimate the importance of Branding
Meanwhile…
How this all works in the real
world when selling to an SMB
How Kingpin selected a new IT support co
Event…
Unhappy users
Buying team formed…
Founder, Finance Manager, Operations
Director, Group Account Director
No of indirect influencers on top - 4
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What happened?:
Talked to peer groups
Took all phone calls from potential providers and gave them a call back date
Searched online. Didn’t help much….. Everyone sounded the same. All feature and vendor led (ie –Cisco Certified)
No CTA or content
No calls post site visit
Early Discovery Main Research
Followed up with recommendations
Met those that called back
Insisted on talking to the technical team
Shortlisting
Selected 3 organisations that seemed aligned
Developed a scoring system
Spoke to 2 customers for each supplier
Met their technical team
Decision?
The organisation that seemed aligned to us.
18 months in it seems to have worked…..
Meanwhile…
How this all works in the real
world when selling to enterprise
How? Anatomy of a lead…
Match responses
we have to
company opportunities
Work with sales
team to find out
those contacts that are relevant
Report on those
where marketing
had a direct influence
Opportunity Timeline.
Based on a real example for an enterprise security deal.
Year 1 Year 2 Year 3Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
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Content Syndication
Content Syndication
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Content Syndication
Content Syndication
Free Download
Website Form Fill
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Opportunity Timeline.
Based on a real example for an enterprise security deal.
Year 1 Year 2 Year 3Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
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Content Syndication
Content Syndication
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Content Syndication
Content Syndication
Free Download
Website Form Fill
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OppsCreated
What this means for you…
• Sales cycles can be long
• Marketing plans should be too
• Multiple stakeholders are involved in decisions
• Be consistent, regular, frequent and valuable in contact
Argus – using data
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Objective
To improve the quality of engagement for our outbound telemarketing team and thus reduce number of days taken per campaign.
Our market:
• Researches online• Values right content• Is involved in a buying team• Is part of an organisation
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Enterprise Opportunities
Closed Won –
Average
number of
Contacts
involved 4.51
Closed Lost –
Average
number of
Contacts
involved 2.47
Generation of
Pipeline –
Average
number of
Contacts
involved 4.12
Contacts involved in Opportunities
Importance of multiple contacts and engagements
672 Opportunities
Connecting tech brands to audiences
through smart data and big ideas.
Founded in 1997
Offices in London & San Francisco
B2B Tech Specialists
26 Countries
112,289,897Impressions
1,037,958Engagements
54,615Conversions
60,229
MQL’s
23,175
SQL’s
Argus – campaign intelligence and data validation
3rd Party partners for company intelligence and
triggers
Argus machine learning for intent scoring
Data partners and proprietary tech for data
validation
Installbase information from multiple sources
Firmographic and company description from
D&B
Digital Activities
Search
Telemarketing
Web and Physical Events
All GDPR Compliant Data
Full Data Validation and Append
Argus Intent coupled with Bombora surging
ARGUS
Outreach to highly active accounts
Data served to TM
Intent data based on orgs and individuals
Argus – simple workflow
Target list selected Campaign starts
What happened…
• It took longer to start calling as we had to build up data
• Connect rates up 3x
• Calling days down over 40%
Individual
Company
Social
Data eDM/DM
Workflow for you
ScoringClosed
Won/Lost
DMP (gives you an audience pool to advertise too)
Search (sort of)
Programmatic
Premium publisher
Platforms
TacticsDiscover Grade Convert
What this means for you…
• Even SME’s have multiple stakeholders
• Treat them like organisations and individuals
• You’ll need a muti-channel approach…….
• ….. And content to support it
• Bring all this data into one source (email clicks, IP Tracking, form fills,
site visits, offline events) and track by company as well as individual
• Highlight “active” accounts and content taken
• Then target them (and report back and continue scoring)
• Always on, use targeted outreach to increase engagement
2 Snapshots
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United Kingdom
Marketable Universe Top Accounts
Most Engaged Job TitlesTrending Topics
BARCLAYCARD
B T G International Ltd
Capita
B A E Systems Plc
British Telecom
HSBC
Royal Bank Of Canada
Lloyds Bank
PRUDENTIAL
COMPUTACENTER
41.27%
16.42%
12.76%
6.45%
6.02%
5.27%
4.11%
3.17%
2.40%
2.14%
Systems Manager
Systems Director/Heads
Security Manager
Network Manager
Systems Staff
Security Director/Heads
Security Staff
Software Manager
Network Staff
General C-Level
18.31%
13.32%
12.13%
11.94%
8.38%
7.90%
7.78%
7.32%
6.88%
6.05%
Cyber
IT Threats & Vulnerabilities
Cloud Security
Threat Prevention
Compliance
Endpoint
Email Security
Security Operations
Threat Analytics
Ransomware
Agriculture Construction & Special Trades
Finance, Property and Insurance Manufacturing
Mining Public Administration
Retail Trade Services
Transport, Communication and Utilities Wholesale Trade
In country engagement by around IT Security – source Argus 2018
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0
20
40
60
80
100
120
140
160
180
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
18%
24%
22%
18%
13%
2%
2%
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Region Download DayLocal Download
Time
UK Tuesday 10AM
France Friday 11AM
Germany Wednesday 3PM
Nordics Monday 4PM
Benelux Tuesday 10AM
Percentage of Total Downloads
Download Day
Download Time
C-Level 9% Tuesday 8AM
Director 18% Wednesday 11AM
Manager 41% Monday 3PM
Staff 32% Monday 10AM
Peak Download times by Region
Peak Download times by Seniority
9%
18%
41%
32%
C-Level Director Manager Staff
6%
8%
8%
9%
13%
56%
Others
Nordics
Benelux
France
DACH
UK
Downloads by Seniority
Downloads by RegionPrime Download Days
Downloads by Hour
TechPapers Downloads Summary
One random stat
Use video!
Source: IDG Customer Engagement
95%Watch
technology-
related videos
Video is an important
tool in a content
marketing toolbox.
NB. Forbes say 90%
Just not for adverts…
Source: IDG Role & influence of the technology decision-maker study
Attention span longer than expected
16.52
14.03
13.65
12.23
9.62
9.67
6.86
6.63
Webcasts
Interactive video
In-depth product review
How-to-videos
Interviews with industry experts
Industry research
Technology news reports / live rolling coverage
First-look product overviews
In Minutes
Summary…
AttributionDoesn’t have to be complicated.
We recommend you start with a linear model and evolve.
Sales… will need to be interactive and honest (as does marketing).
But work to improve their data on a company and individual level
ContentConsider multiple stake-holders and multiple locations.
Doesn’t have to be downloadable, blogs etc. can work too.
VideoUse it!
And don’t worry about length or ‘snackability’, it’s the content is key.
@jamesfoulkesKP
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