Data-Driven Marketing: Transform B2B Data For A 360-Degree Customer View

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Data-DrivenMarketing:TransformB2BDataForA360-DegreeCustomerView

TheresaKushner,VMWare

At VMware, the top sets the direction – Be data-driven!

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What is it and why is it important

Why is it complicated for B2B

Where do you start

360-degree customer view

Most customer views are really only 180-degree

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Website action

Your Company

Your Customer

True 360-degree views -- aided by big data

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Your company’s view Your known competitors

Your unknown competitors

Other activities you can see

Other activities you can’t see

Comprehensive customer view aids…1. Research/analysis

– Purchase patterns, product patterns– Trends– Segmentation

2. Promotion– Campaign targeting/selection– Cross-sell/up-sell– Reactivate dormant/lost customers

3. Measurement – Campaign results– ROI, optimize marketing investments– Lifetime value, Managing customer

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B2B data-driven techniques SegmentationPenetration analysis ProfilingModelingTargeting/campaign selectionRecording results of marketing activity



Where do you start


B2B data adds complexity to any customer view• Hierarchical data adds complexity

– Enterprise– Headquarters– Site

• One-to-many relationship of contacts to the company level• Contacts need to be maintained based on their role in the

decision process • Transaction data and “decision” data may be very different

– P.O.’s, ship to and bill to addresses – Business vs home contacts– Email addresses

• Website hits and other unstructured data are not easily related to company or contact

Data comes from many outlets in B2B world

What you can buy

Account name, addressContact(s) informationParent company + linkSIC or NAICSYear started/foundedPublic v. privateRevenue/salesEmployee sizeCredit scoreFiscal year

What you have to assemblePurchase historyPurchase preferencesBudgets, purchase plansSurvey questionsQualification questionsPromotion historyService historySource codeUnique identifierWeb activityChannel partner

What we really wantActual titlesJob functionsLevelsBuying roleGlobal data Wallet shareChoice, preference, compliancePropensity to buyIntent to purchase

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Where do you start


Start with data you have

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Customer Account Information

Sales Pipeline/Opportunity

Account Sales Information

Worldwide view of customer locations

Service Level RequestsNPS Scores

Allow for views that tell what happened…

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And for views of what will happen

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Supplement with other sources• Shared contact databases

generated by sales and marketing people in B-to-B

• Contact profile data as well as data management completes D&B

• Contacts generated as look-alikes from your top accounts.

• Targets markets based on business activities such as reason for existing, products provided

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Experiment with new, different sources• Web mining to produce information

on technology installs linked to D&B

• Purchase intent inferred from online behavior.

• Rich contact profiles based on business people’s social media data.

• Auto populate landing page forms with account data.

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Get technical with supplemental IP data

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ProvidersVisitorTrackVisualVisitorDemandbaseVisistatProfoundWhoIsVisiting

Build an environment that gives you access

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Use what you collect

Pricing

Channel ManagementSales

Enablement

Order Management

Campaign and

DigitalMarketing

Segmentation

Data and analytics

serves all of marketingMetrics

Management• ROMI• Market share• Tactic analysis

• Channel preference• Channel performance

• Pricing optimization• List price

determination

• Propensity Models • Pipeline analysis• Cross-sell/upsell

recommendations

• Persona management

• Cluster analysis• LTV• Look alike analysis

• Site/Campaign optimization

• Targeted Marketing• Shopping cart

optimization• A/B Testing

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Enjoy your data-driven journey!

[email protected]

@TKushner

Thank you

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