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THE DEFINITIVE GUIDE TO
B2B MARKETING OPERATIONS- Webinar -
Hosted by
Learn how to navigate the increasingly complex MarTech landscape
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Tag ManagementAdam Corey, Tealium
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Tag management systems build one profile to serve every vendor and channel● Built across every customer
touchpoint (web, mobile/IoT, offline, etc.
● Vendor-neutral approach: Works across your entire stack
● Works in true real-time
Engage Customers Everywhere
Adam Corey | @tealium
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Fragmented Customer View
Adam Corey | @tealium
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Without Tag Management, companies implement vendors independently● Implementation cycles are slow and
complex● Vendors work in silos without a
common language● Data is lost in JavaScript code, not
accessible to other teams and tools● Data quality concerns exist
It Starts with Data
Adam Corey | @tealium
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Tag Management creates efficiencies● Better measurement in less time● Frees up resources; Allows for focus
on optimization● Shorter time-to-market
Tag Management unlocks your data to help create a unified customer view and vendor-neutral strategy
Tag Management Builds Your Foundation
Adam Corey | @tealium
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All of your first-party data
Enriched with new attributes, audiences and offline data
Connected in real-time across channels and devices
Universal Identity
Adam Corey | @tealium
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Marketing AttributionDave Rigotti, Bizible
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Marketing attribution is about connecting marketing to sales.
It enables reporting and optimizations based on downstream metrics such as revenue.
What Is Marketing Attribution?
Dave Rigotti | @drigotti
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Common Attribution Models
Dave Rigotti | @drigotti
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What Does Good Attribution Look Like?
Visit(Anonymous)
OpportunityCreated
LeadCreated
Social
Organic
Search
Retargeting
EventsChannel
Action
First Touch Last Touch
Dave Rigotti | @drigotti
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Account-Based Attribution
Visit Opp.Lead
Researcher UsersDecision Maker
One Account / Company
Dave Rigotti | @drigotti
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Account-Based MarketingJohn Dering, DemandBase
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Why Account-Based Marketing?
John Dering | @d_rang
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John Dering | @d_rang
More marketers are
AWAREof ABM
75%of B2B companies are aware of ABM
84%of marketers say that ABM delivers higher ROI than any other marketing approach
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John Dering | @d_rang
More marketers are
having
SUCCESSwith ABM
91%of B2B marketers employing ABM stated they are aligned with sales
96%of B2B companies said ABM has an impact on marketing’s success.
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Getting Started With ABM
John Dering | @d_rang
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Market IntelligenceSam Laber, Datanyze
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What is Market Intelligence?
Sam Laber | @SLaber89
Market specific information that guides decision-making.● Qualitative vs Quantitative
● External vs Internal
● Embedded into existing workflows
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Why Market Intelligence?
Sam Laber | @SLaber89
The Age of Personalization The New “Buyer’s Journey”
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From Static to Signal-Based Intel
Sam Laber | @SLaber89
“3X Lead → Opp Conversion Increase”
-Sara Davidson, HubSpot MarOps
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How to Get Started
Sam Laber | @SLaber89
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Call IntelligenceJulia Stead, Invoca
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70+ Billion inbound calls via mobile search by 2016
Mobile Has Shifted How We Interact with Prospects
Julia Stead | @JuliaStead
This is a computer.
This is a phone.
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Julia Stead | @JuliaStead
"I realized that on mobile devices, I wanted to act more. The balance between acting and
consuming is more shifted towards acting. Acting as in call a business. Right? That’s the simple
most acting.”
- Amit Singhal, Sr. VP Search at Google, on his year of living ‘Mobile First’:
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Is Your Technology Really Omni-channel?
Julia Stead | @JuliaStead
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Call Intelligence provides marketers attribution and analytics for conversions from any channel, that happen over the phone.
What is Call Intelligence?
Julia Stead | @JuliaStead
Your marketing programs get credit, you get accurate ROI, and can figure out how to drive more.
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● Full, granular attribution for inbound calls● Better, accurate ROI for all your marketing channels● Transparency and actionable insight into your best interactions
Benefits of Call Intelligence
Julia Stead | @JuliaStead
Invoca’s Results: Paid Search Channel
Qualified Pipeline Q3 2015
By including calls, our pipeline to spend ratio increased by 166%.
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Experience OptimizationWintha Kelati, Optimizely
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Wintha Kelati | @WinthaK
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1. Build the foundation for reaching the right audience
2. Increase engagement and conversions on the
marketing site and in-product
3. Improve performance of marketing campaigns and
nurture programs
How Experience Optimization Enables You
Wintha Kelati | @WinthaK
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Testing Symmetry at the Top of the Funnel
Wintha Kelati | @WinthaK
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Testing Symmetry at the Top of the Funnel
Wintha Kelati | @WinthaK
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Optimizing the Customer Experience with Marketing Data
Wintha Kelati | @WinthaK
You can also leverage
experience optimization to
tailor the experience of
your customers within
your product.
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Lead Routing & ScoringSean Zinsmeister, Infer
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Primary Inbound Nurture
Sean Zinsmeister | @SZinsmeister
LR & LS
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Primary Inbound Nurture + Behavioral Model
Sean Zinsmeister | @SZinsmeister
LR & LS
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Outbound Nurture
Sean Zinsmeister | @SZinsmeister
LR & LS
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Data Quality ManagementTrisha Randolph, ReachForce
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Common Theme: Data
Trisha Randolph | @ReachForceTrish
Coupling high-quality
data with actionable
strategies leads to
operational efficiencies.
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Impact of Poor Quality Data
Trisha Randolph | @ReachForceTrish
If disparate systems contain poor quality data, using this information to finalize decisions can undo even the most well-intentioned and best-planned marketing strategies.
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Inbound, Real-time Data
Trisha Randolph | @ReachForceTrish
Immediate Segmentation
Accelerated Lead-to-Opportunity
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Back-End, Existing Database
Trisha Randolph | @ReachForceTrish
Clean Prospect & Customer
Data
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Implementing a Data Quality Strategy
Trisha Randolph | @ReachForceTrish
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