1. How Workday went from
Good… to Great!
Winning with Big Data

3. Why Big Data, Why now?
//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Pace of change…
+Companies Large and small…
+Industries: Old & young
+Customers: b2b or b2c, male or female,
rich or poor…
+Continue to evolve quickly… and…

4. Greatest Company Asset
“Customer Relationship”
Not product, not IP, not brand.
Data becomes
Introduction, enabler and insight
Customer Relationships

5. I’m
Thad Kahlow
//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
+ CEO BusinessOnline
+ 12 years Digital Marketing
+ Fortunate to work with
some incredible brands
+ B2B Magazine Interactive Agency year
+ Top Agency: 2008, 2009, 2010
@Tkahlow

6. Allow me to
Digress…
//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
+ GM, +100 years
+ 1999 largest market cap US> $50B & stock @$100
+ < 10 years… bankruptcy

7. In the same
Breadth…
//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
+ < 7 YEARS
+ MARKET CAP > $80B
+ 2x+ Market cap of GM in less ONE decade…

8. CEO: New normal
//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
CEOs operate in a substantially more
“volatile, uncertain and complex world”
-IBM Study, face-to-face conversations with more than 1,500 CEO’s worldwide.

9. Solution
CEO
////////////////////////////////////////////////////////////////////////////////
By…Re-Invent Customer Relationships:
+ Adopt new channels to engage&stay connected
with customers.
+ Draw more insight from data…make customer “78% CEOs
intimacy priority #1 believe #1 goal is to
get closer to customer”
-IBM Study, face-to-face conversations with more than 1,500 CEO’s worldwide.

10. CMO: New normal
//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
CMOs… “Increasing levels of complexity over the next
five years in how we market products and services”
-IBM Study, face-to-face conversations with more than 1,700 CMO’s worldwide.

11. Solution
CMO
////////////////////////////////////////////////////////////////////////////////
Deliver Value to Empower Customers
+ Digital revolution- forever changed
balance of power between individual&
institution
Foster Lasting Connections
+ Cultivate meaningful relationships…throughout entire life cycle
Capture Value, Measure Results
+ Quantify, analyze andjustifythe financial results of marketing initiatives

12. Simplify please…
Why Big Data?
Why now?

13. Because… 2. Barriers to entry are minimal,
competition can enter and win quickly…
1. Customers have control &
fundamentals have changed…
4. Data becomes
the “introduction,
enabler & insight”
into those 3. Customer Relationships
relationships become your largest asset

14. “Companies that leverage data
to have one-to-one conversations
with customers at scale… will win.”
- John Battelle Federated Media

15. How Workday went from Good to Great:
Winning big with “big data”
-Top 5

16. B2B (Workday)
Challenge
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Workday
+B2B leading HR and financials software company
+Complex and long sales cycle with
+multiple decision making roles: CEO, CIO, CFO, CHRO
+Founded in 2005 with more than 650 employees and 200 customers
+Competitors: Taleo, SucessFactors, Lawson and Oracle
Complexity of B2B Sales Cycle
+ Length: 1 Month – 5 Years
+ Roles: 1 >10
+ Research to purchase cycle: “lots of touch points”
+ Channels & Media
+ Content & Campaigns
Desired Outcome
+ Improve Digital and Marketing Performance
+ Close the loop: lead to sale
+ Close more business faster
+ Measure and improve ROI

17. Marketers primary
Challenge
Programs that Majority of
efficiently and marketers do not
effectively know which
generate leads yet programs
that turn into produce the
sales… leads that turn
into sales.

18. Strategy starts w/ Data
Data Framework
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Close the Loop
More
Effective Customer
Sales Journey
Close the
Loop
Drive
Business
Outcomes
Attribute
Success
Attribute
Personalize
Validated Score

19. Start with Closing the Loop

20. Common
Approach to measurement
Awareness:
PPC , SEO, Display, Social, Email…
Awareness Usage Engagement: Bounce,
Page Views, Visits, Frequency
Content Engagement:
Engagement Newsletters, Blogs, Videos,
Webcasts, product pages
Conversion:
Conversion Request a quote, contact, dealer locator,
initiated lead, completed lead,
registration, #800
SALE
Measured in isolation:
-Single Channel to Lead : CPL
-Silo Engagement: Avg page views

21. Ideally
Closed loop measurement
Awareness:
PPC , SEO, Display, Social, Email…
Usage Engagement:
Awareness Bounce, Page
Views, Visits, Frequency
Engagement Content Engagement:
Newsletters, Blogs, Videos,
Webcasts, product pages
Conversion Conversion:
Request a quote, contact, dealer
locator, initiated lead, completed
lead, registration, #800
SALE
Complete Measurement:
+Cost per Sale
+Marketing/Program ROI

22. Don’t Forget
“The” Customer Journey/Loop
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Non-linear Reciprocity

23. Collect & Connect
Technically- How to close the Loop?
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Marketing Programs
Use closed loop insights to optimize
Analytics Tools Business Tools
Web CRM
Search, Social Data Mktg Automation
Email Warehouse Call Center
(ETL)
API or Direct Call> < API or Direct Call
Multi-Source Analysis
Tool(s)
http://www.businessol.com/blog_posts/close-loop-part-1/

24. Closed the loop, next?
What’s Happening?
Why it’s Happening?
What to do about it?

25. Attribute Success

26. Forrester
Attribution models
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

27. What & why
Attribution
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
D F G 1. Track Success @
the Customer Level
2. Analyze what
2 5 channels, content
and campaigns
delivered success
III 3. Connect to Sale
4. Measure Program
ROI
SALE

28. Channel Attribution
Last Click Channel to Lead
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
3.3%
+ Last click, single channel to lead measurement (booo)
+ SM = 3.3% conversion, decent not great
+ Time to dig a bit deeper…

29. Channel to Lead
Life of the visitor
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
LIFE OF
VISITOR > LEAD 7.4%
+ Single channel + life of visitor to lead = 7.4% conversion (double)
+ SM is nurturing channel, don’t convert first instance, but down the
road

30. Holistic
Attribution
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
34%
+ Tapped CRM determine quality of lead
+ Analyze: Channels + Content Engagement = Quality Lead (CRM)
+ Social Media = largest # of qualified leads CEO
+ 10x more likely to convert when touched SM Blog

31. How
Social Feeds other channels
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
+Definitive flow
from Organic
branded to SM
and SM to
Organic
+SM is not
acquiring
channel but
supporting
channel,
nurturing

32. Channel Path Attribution
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
+ Channel paths, at the visitor level, measure channel path to lead
+ Organic non brand into SM- is the most important channel combo
+ Insight: Reinvest in SEO & SM content optimization- blogs, 3rd party reviews, video
+ Lead Channels vs Nurturing Channels
+ SOURCES for Research B2B: Search most leveraged, most sought after = WOM

33. Validated Scoring

34. What is
Validated Engagement Scoring?
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
+ Track at Visitor (aggregate company) Level:
+ Channel, Campaign and Content activities into a single
“Score” that quantifies behavior.
+ Weigh activities
+ Correlate success factors so visitors with the highest scores
become the most valuable, “ready to convert”
+ Outcome: Focus Efforts
+ Evaluate customer scores in real time,
+ Personalization & Segmentation- create a better experience
+ Sales Alerts

35. B2B
Company vs. Visitor
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
+ From Individual to Company
+ Compile a company score based on the
aggregate score of the individuals in a
company
+ From Noise to Focus
+ From 4,000 leads to 400 qualified leads
+ Based on behaviors (past success) + company
attributes (size, vertical, etc)

36. Our algorithm
Validated Engagement Model (VEM)
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
VEM:
+Moves beyond measuring traditional channel to lead measurement or
best guess weighted averages… to
+A weighted points algorithm, based on past success, throughout
customer journey all the to sale (SF Integration).
VEM output:
+ Self Learning: past success = new weights
+ Measure & improve program ROI

37. Recall- Common
Approach to measurement
Awareness:
PPC , SEO, Display, Social, Email…
Awareness Usage Engagement: Bounce,
Page Views, Visits, Frequency
Content Engagement:
Engagement Newsletters, Blogs, Videos, We
bcasts, product pages
Conversion:
Conversion Request a quote, contact, dealer locator,
initiated lead, completed lead,
registration, #800
SALE
Measured in isolation:
-Single Channel to Lead : CPL
-Silo Engagement: Avg page views

38. VEM
Example
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Source (Awareness) Channel: Social Media > Display 10%
Usage (Engagement) Depth of Interaction: Page views, clicks, login etc. (> 10 20%
clicks)
Content (Engagement) Product Preview, Case Study, Datasheet, video, Webinar, 30%
whitepaper (Product demo video + Client Testimonial CS)
Connection Sales contact request, partner information, connects with 40%
(Conversion) leadership team, demo, attends an event
40%
total
10% 20% 30% score
source
usage
content
connection

39. Sample report:
Cookie = 321548979797641313123154
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Score = Source + Usage + Content + Connections
145.6 = 18.8 + 22 + 38.4 + 66.4
Usage value Connection value Content value
Reach value
Contact us 88 Video 50
Lp count 55 Page count 20
Request price 78 demo 78
Lp recent 82 Page views 40
Campaign ad 51 Time on site 50
Reach total
Usage weight
30% 188
.10
10% total
Usage
Usage weight
20%
110
.20
Connection total
Usage weight
40% 166
.40
Content total
Usage weight
128
.30
Usage score 18.8 Usage score 66.4
Usage score 22 Usage score 38.4

40. Clearly determine
Which Visitor is more valuable
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Visitor 1 Visitor 2
Reach : 20 Reach : 15
Usage : 40 Usage : 85
Content :60 Content : 160
Connections: 85 Connections 89
Score : 89 Score : 250

41. Compare
Campaigns
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Education- “Why SaaS” campaign Closer- “Total Cost of Ownership” campaign
Equal #
conversions,
-yet-
One outperforms
Score : 289 Score : 140
+Business value
+Shift from tracking leads per channel
+To tracking true Campaign/Program ROI
+Based on aggregate roll up of “valuable visitors/companies”

42. Now lets get Personal

43. Create a tailored experience
Personalize
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
+ Serve the Right : Experience, Message, Content
+ To the Right Person
+ In the Right: Role, & Industry
+ At the Right time
+ On the right device
+ Based on past success (Validated)
SALE
General experience Personal experience Convert Increase sales

44. First - Turn individual unknown visitor into a
Known visitor (look back)
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
1st Visit to site 2st Visit to site 3rd Visit to site
Score 67
Score 40
Score 23
Cookie ID 12345 Cookie ID 12345
Cookie ID 12345
James Smith
Anonymous score based on behavioral data such as : Known user score based on prior
history, new behavior , plus
- Pageviews profile data:
- Search terms
- Time on site - Pageviews
- Referring keyword - Search terms
- Campaign Type - Segment
-Frequency - Title
- Persona
All anonymous browsing data is mapped back to the contact level

45. Go from unknown to
Known Companies
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
+ B2B sales cycle
+ Many prospects from a single company research
+ yet in different BUs, or departments
+ Small % become known: fill out a form, call you- self identify
+ Turn unknown visitors into known visitors in a specific company

46. How?
Known Company visitors
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
+ Email domain (ex: Demandbase)
+ Form field with a company specification
+ IP look up (Demandbase)
+ Referring Domain (ex: Demandbase)
+ Connect and Correlate

47. Example
Individual vs. Company
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
7 visitors vs. 173 visitors= +17,200%
For all Marketers- give us our true credit”

48. Finally
Personalize the customer journey
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
“Amazon for B2B”
+Someone in your vertical
+Someone in your role
+At this stage of research
+Looking for to solve this problem
+Has found this piece of information valuable

49. Tactical Personalization &
Segmentation Examples

50. Deliver Targeted Content, at the Right Time
Web Visitor
69.38.209.30

51. Adobe Targets the Verticals – Same Content!
1

52. Industry Level Personalization
•35% Lift in PDF and Play Demo Clicks
•83% Lift in Visitors navigating to the Product Pages

53. Real Time Identification Forms Solution
+ Problem
+ Removing the friction with long forms, without losing data
+ Solution: RTID-FORMS
+ Real Time Identification Forms solution accelerates the engagement
and form completion process through shortening forms.
+ Form completion results in increased leads, stronger data, and more
effective marketing programs, resulting in increased revenue.
+ Pillars
+ Increase conversions
+ Standardize and validate data
+ Improve visitor experience

54. Optimize Your Forms and Strengthen Your Database
John
Stevens
Mgr
js@oracle.com
Ora|
$35,622,000,000
Software and Technology
105,000
500 Oracle Parkway
Redwood Shores
CA
94065
Enterprise

55. Create Sales Effectiveness

56. Sales
Effectiveness
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
+ Give sales the right
information to close
more business in less
time
+ Sales alerts
+ Predict who will buy SALE
in the future
+ validated
engagement
scoring +
Establishes predictable, efficient sales path that takes less time

57. Future…
Predictive Modeling
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

58. In Sum

59. Remember the
Data Framework
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Close the Loop
More
Effective Customer
Sales Journey
Close the
Loop
Drive
Business
Outcomes
Attribute
Success
Attribute
Personalize
Validated Score

60. Marketers
Solution
Create Marketers
programs that
efficiently and KNOW
effectively when
generate leads which programs
that turn into produce the
leads that turn
sales…
into sales.

61. 33%
costs

62. Thank You!
@tkahlow
For DMA participants
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
+ Card, or email: thad.kahlow@businessol.com

63. A likely sales story…

64. San Francisco | August 13–17, 2012 | #sessf
I really need to find
that solution that will
solve everything!

65. San Francisco | August 13–17, 2012 | #sessf
We Rule!
YOU happen to develop and
market an enterprise software
solution that solves everything

66. San Francisco | August 13–17, 2012 | #sessf
(but you have competitors)

67. San Francisco | August 13–17, 2012 | #sessf
So…
what happens at XYZ
Company?

68. San Francisco | August 13–17, 2012 | #sessf
“XYZ” assigns Jim and Susan to lead the
investigation and vendor selection process.
Jim – Marketing manager: early research
Conducts some non branded searches like “Software
solutions that solve everything”
Clicks an organic link to your site
Ignores the PPC links – expects he would be presented with
a landing page and some kind of call to action – he’s just
researching
Reads some analyst reviews and learns that your company
is a leader in the space.
Reviews your products and value proposition on your web site.

69. “XYZ” assigns Jim and Susan toSan Francisco | August 13–17, 2012 | #sessf
lead the
investigation and vendor selection process.
Susan – part of investigation and vendor selection process
Conducts some searches which lead to some blogs and
other social networking sites for you and your competitors.
Starts following you and your competitor’s twitter handle.
Sees your company sprinkled across the blogs and reviews
and the sentiment appears positive.
Clicks on a link from a blog to your site and starts browsing.

70. San Francisco | August 13–17, 2012 | #sessf
Jim and Susan call a meeting with key stakeholders to start
discussing things – you are in their list of possibilities.
They all take actions to research further…
Has concerns on the security and maintenance behind
some of the solutions.
Wants to make sure the solution will fulfill the long term
needs to solve everything forever.
IT Manager
CFO
My people will be using the system – need to ensure
training and support are available and the system is easy to
use.
Operations
Manager

71. San Francisco | August 13–17, 2012 | #sessf
A group of IT, Operations and Financial staff go to your site
(via mostly branded search – PPC and Organic)
Reports that he has been getting emails from your
company each month with various topics, whitepapers etc.
He saw you at an event last year and left his card.
Reports that she has seen some display advertising for your
company and that you must be a big player in the space.
Fills out a form on your site to get to a whitepaper.
Also fills out a form after a PPC search.

72. San Francisco | August 13–17, 2012 | #sessf
Your sales people reach out to the people who filled out the
forms and start the direct sales process.
In the mean time…
IT personnel download some white papers on the technical
solution.
Jim starts to build a competitive matrix with information
from your web site..
The CFO attends a sales pitch and goes back to the web site
to check out the management team – he also goes to
LinkedIn.
Operations staff download some product demos and watch
some videos to understand how the product is going to
work for them.

73. You become shortlisted and are asked to conduct a small pilot. 13–17, 2012 | #sessf
San Francisco | August
The audience for the summary presentation is around 20 people.
Before the presentation most of the audience researches you on the web site.
A couple of key people read a whitepaper that clearly differentiates your solution.

74. San Francisco | August 13–17, 2012 | #sessf
They select you! … its due diligence time and contracting time.
They research the web looking for negative sentiment.
They read your customer use cases online and ask to speak to those customers.
The contract is signed!

75. San Francisco | August 13–17, 2012 | #sessf
Did your reporting and analysis say…
• Search drove one lead and one lead came from a bookmark or typed url.
Or did your reporting and analysis say…
• This $1M sales was assisted by…
• Non branded organic search driving initial awareness
• Social marketing driving awareness and nurturing the prospects
• Events, display and email driving brand recognition
• Web site general content educating the prospect
• Branded SEO and PPC making leading to engagement and prospect nurturing
• Technical web content dealing with specific objections
• Product demos and videos helping late in the sales cycle
• Leadership bio’s and case studies acting as references
• Over 20 people, all influencers, engaging with multiple marketing channels and web site
assets

76. Thank You!
@tkahlow
For DMA participants
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
+ Card, or email: thad.kahlow@businessol.com

77. Appendix

78. Marketers primary
Challenge
Programs that Majority of
efficiently and marketers do not
effectively know which
generate leads yet programs
that turn into produce the
sales… leads that turn
into sales.

79. San Francisco | August 13–17, 2012 | #sessf
Use Case – Demonstration of the Key Principles
Get the attribution right.
• Use the data to understand the attribution
• Apply the correct model
• Model may be different depending on intent
• Pay attention to cross channel

80. The big why?
Outcome
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
+ Build deeper… long lasting
relationships with your customers
+ your only REAL long term ASSET.
2. Drive Business:
a) Marketing ROI
b) Sales Efficiency

81. Workday
Results
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
+ Detailed stats

82. Common
Approach to measurement dan
Awareness:
PPC , SEO, Display, Social, Email…
Usage Engagement:
Awareness Bounce, Page
Views, Visits, Frequency
Content Engagement:
Engagement Newsletters, Blogs, Videos,
Webcasts, product pages
Conversion:
Conversion Request a quote, contact, dealer locator,
initiated lead, completed lead,
registration, #800
SALE
Measured in isolation
-Channel to Lead : CPL
-Silo Engagement: Avg page views

83. What should look like
dan
Closed loop measurement
Awareness:
PPC , SEO, Display, Social, Email…
Awareness Usage Engagement: Bounce, Page
Views, Visits, Frequency
Content Engagement: Newsletters,
Engagement Blogs, Videos, Webcasts, product
pages
Conversion:
Conversion Request a quote, contact, dealer
locator, initiated lead, completed
lead, registration, #800
SALE Complete Measurement:
+Cost per Sale
+Marketing ROI
+Program ROI

84. What should look like
Closed loop measurement
+Re-apply knowledge
Awareness + Re-inform success to re-invest
in programs that generate
increased sales
Engagement
Conversion
SALE

85. Collect & Connect
Technically- How to close the Loop?
dan
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Marketing Programs
Use closed loop insights to optimize
Analytics Tools Business Tools
Web CRM
Search Data Mktg Automation
Social Warehouse Call Center
Email etc.
Multi-Source Analysis
Tool(s)
http://www.businessol.com/blog_posts/close-loop-part-1/

86. What should look like
Closed loop measurement
+Re-apply knowledge
Awareness + Re-inform success to re-invest
in programs that generate
increased sales
Engagement
Conversion
SALE

87. 30,000
Data Progression dan
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Close the
Loop
Close the Loop Customer Journey
Attribute
Success
Attribute Validated Score
Drive
Business Personalize Effective & Efficient
Sales team

88. What & why
Attribution
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
D F G 1. Track- Customer
level- holistic
funnel
measurement
2 5
2. Explore- What
channels, content
and campaigns
III delivered success
3. All the way to Sale
4. = Program ROI
SALE Dan

89. Score,
Then personalize
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
+ Then personalize
+ Right content, right person, right role, right time…need explan
Dan
around this on
Score : 289
Score : 296 SALE
Score : 312
Campaign Score Personalize Apply Online

90. Go from unknown to
Known
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
+ In the B2B sales cycle, many visitors from a prospective company interact
with your digital presence
+ Only a small percentage of these visitors will become known (fill out a
form, call you etc) and get into your CRM
+ Turn unknown visitors into known visitors- act on this

91. First - Turn individual unknown visitor into a
Known visitor
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
1st Visit to site 2st Visit to site 3st Visit to site
Score 67
Score 40
Score 23
Cookie ID 12345 Cookie ID 12345
Cookie ID 12345
James Smith
Anonymous score based on behavioral data such as : Known user score based on prior
history, new behavior , plus
- Pageviews profile data:
- Search terms
- Time on site - Pageviews
- Referring keyword - Search terms
- Campaign Type - Segment
- Recency - Title
- Frequency - Persona
Determine where contact is in the sales cycle
All anonymous browsing data is mapped back to the contact level

92. Then, turn individual unknowns into
Company Known visitors
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
+ Use email domain, and form field with a company specification or –
for most of them – their company can be determined based on their
IP address.
+ Analyzing the behavior of the group and correlating it to success (the
company buying your product) will give you the picture you need to
understand which marketing is working and which is not.

93. Collect all
Company activities dan
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Lookup based on:
Lookup based on IP
+IP
+Referring domain
+Inferred company
+e-mail
7 visitors vs. 173 visitors=+17200%

94. Sales
Effectiveness
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
+ Increase efficiency
+ Give sales more information to close more business in less time
+ Predictive modeling
+ Sales alerts

95. What is predictive modeling?
A methodology for knowing a company or individual's……
1 level of interest in what products, services
likelihood to purchase, whenthey will purchase, and how
2 much they will purchase relative to past purchase history
3 profile… who your visitors, customer and prospects are.
(geography, company size of biz, vertical, industry, annual sales, etc.)

96. How do we use the model?
When purchase intent, product interest, and who visitors
(companies) are is known we can:
1 Do better targeted marketing:
Personalization, trigger-based marketing, generate leads and
telemarketing lists (relevant “product” messages)
2 Alert sales, partners, resellers with leads and opportunities
(shorten sales cycle, and close more business)
Measure marketing effectiveness:
3 ONE benchmark metric to evaluate channels, campaigns
content, tools, features, innovations, etc.

97. Why Score?
Web Analytics Interactive Analytics
Purchase Intent
Reviewable Data Actionable Data Score
Analysis Aggregated data Contact and
Heat maps company-level data +
Backward looking Real-time behavior Area and segment
Segmented based on of interest Scores
sales need (Ratings based on
60 predefined topics
Output Content optimization Predictive – of interest)
Historical trends personalization,
Overall traffic next touch
patterns and flow Multichannel
coordination
Triggered alerts
based on changes
in behavior

98. Aggregated Customer Profile
Historic Profile
Propensity models
Cisco lifetime value
Wallet share
Sales history
+ Recent Behavior
Engagement score
Technology areas
of interest
Example
John Smith, ABC Company
Engagement score: 57
Interests: UC & Data Center
Lifetime Value: Champion
Propensity to Buy: High

99. Create a tailored experience
Personalize
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
+ Serve the right experience to the right person at the right
time, based on past success
+ Apply validated engagement scoring (A+B+1+2+V+X)
+ Use engagement scoring to personalize online experience
SALE
General experience Personal experience Convert Increase sales

100. Fourth - last
Efficient & effective sales
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
+ Help Sales become more efficient & effective
+ Once you’ve delivered a more:
+ Relevant experience,
+ With more relevant content
+ Leveraging the most effective channels
+ FOR CUSOMERS…
Efficient &
Effective
+ You deliver more qualified leads,
+ and closing business just became easier SALES
+ Yes I said it.
+ In addition to more qualified leads, give the sales
team more assets:
+ SF Alerts: alert the sales team when high activity should trigger physical
outreach, just at the right time, when the customer wants to hear from sales (when
does that happen?!)
+ Predict Future Sales:
+ OUCOME: close more business in less time

101. 30,000
Data Progression
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Close the Loop
More
Effective Customer
Sales Journey
Close the
Loop
Drive
Business
Attribute
Success
Attribute
Personalize
Validated Score

102. 30,000
Data Progression
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Close the Loop
More
Effective Customer
Sales Journey
Close the
Loop
Drive
Business
Attribute
Success
Attribute
Personalize
Validated Score

103. Score first
Then Personalize
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Insight into success & sales, improve business outcomes
1. Validated engagement scoring:
+ Reverse engineer success
2. Personalization & Segmentation:
+ Role based segmenting: HR, CFO, CIO Score
+ Vertical based messaging- Company IP
+OUTCOME: right information at the right time to the
right person = shorten sales cycle & improve conversion
rates
Personalize

104. Segmentation
Based on Role
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
+ Validated Score + Demandbase (Company Vertical) + Test & Target
(Personalization Engine)
+ Deliver personalized experience
Past Success for CFO Deliver new experience for CFO’s
demonstrating similar behaviors

105. Finally
Personalize the customer journey
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
“Amazon for B2B”
Interest score Content +Someone in your
Research<20
vertical
whitepapers
+Someone in your role
Interest >20 Product +At this stage of
Previews
research
Engaged 20-50
Webinars +Looking for to solve this
problem
Ready for purchase >54
Total cost of
ownership
+Has found this piece of
calculators information valuable.
Each group receives the optimal content based on known segmentation