Maria Carballosa EDS 2015 Keynote

The Business of Marketing

Maria CarballosaEVP and Chief Marketing Officer

Drillinginfo

The new expectations from marketing

How to elevate the marketing function

to be a driver for growth

How to create value for the company

The Business of Marketing

Hello.

Maria CarballosaEVP and Chief Marketing Officer

Drillinginfo

Drillinginfo is fundamentally

changing oil and gas E&P.

Our solutions enable

customers to be competitive,

efficient and proactive in a

dynamic industry environment

Who We Are

How MarketingUsed to Work

Massive Shift in Marketing

revenue

Au

die

nce

En

gag

em

en

t customer journey

cont

ent

analytics

Valu

e A

dd

intelligenceautomation

ROI

MA

RK

ET

SIZ

ING Targeted

tech

nolo

gy

Dem

an

d

ge

ne

rati

on

SalesFunnel

SEO

Marketing Generated Leads

Customer Focus

Customer

Pain Points

Comprehensive

Strategy So

cia

l M

ed

ia

Pipeline

Da

ta

Dri

ve

n

Tactics

Digital

Media

Relevance

ads

BR

AN

D

Positioning

CTA

USERS

BUYERS

communication

Vie

ws

Dow

nlo

ad

s

OpportunitiesPRODUCTS PROCESS

How do You Succeed?

Know Your Audience and be Relevant

Market Internally and Externally

CEO

Finance

Sales

InternalStakeholders

Revenue Growth

Return on Investment

Conversion Rates

Customer Satisfaction

Customer Acquisition

Marketing Pipeline

Customer Retention

Lifetime Customer Value

Lead Quality

Engagement Rates

Demand Generation

Logo

Identity

Tone / Style

Font

Color

Campaign

Halo

Goodwill

Pretty Pictures

Concepts

Logistics

From Overhead to Value Creator

Marketing Speak Business Speak

Measure and Report Results

ExternalAudience

Product Users

Decision-makers

Influencers

How Are You Solving Their Problems?

Content

Measurement

Insight

Technology

The new expectations from marketing

How to elevate the marketing function

to be a driver for growth

How to create value for the company

The Business of Marketing

Discussion