How to Turn SMB Data Into B2SMB Products

Peter Hutto B2SMBI

B2SMBI.slack.com #Playbooks19

@B2SMBInstitute #B2SMB

LinkedIn Group

Scott Biondi Comcast Business Marketing Scott_Biondi@comcast.com

Background •  Comcast Business Product Marketing •  Comcast Residential – Go To Market •  Rackspace – Enterprise and Mid-

Market Marketing •  AT&T – U-verse Product Marketing –

IPTV, Internet and VoIP

Passionate Data Driven Product Marketer For Over 15 years

The SMB Product Crisis

•  Competition

•  Differentiation

•  Tailored Products & Offerings

•  Speed/Responsiveness

•  “Product Market Fit”

•  Products’ changing role

What’s changed? Big Data & AI

SMB Data Assets – What & Where to Look?

•  Internal & External (vendor or

partner) sources

•  Data you have about them- who they are and what matters

•  Data you have from them- however & wherever you touch them

•  Data you have that can be useful to them-

Comcast Proprietary & Confidential

•  Intent and Product Technology Needs •  News and Related Events •  Segmenting Data •  Salesforce Data •  External Data Sources •  Product Usage Data •  Network Build Data

Data Sources Customer Feedback Product Development

Listening To The Customers Building Data Lakes

The Data Eco-System – 3 Focus Areas

•  Newsletters •  Online Communities •  Customer Advisory Boards •  Trade Shows and Events •  Sirius Decisions, Forrester, Gartner •  Care Teams •  Customer Callbacks •  Briefing Centers •  Customer Ride Alons

Product Management Feedback Loop

•  TAM – Total Addressable Marketing •  Business Insights •  Campaign Analytics •  Bi-Weekly Synchs Between Product

Marketing and Product Management

Data Sources – Justifying The Spend

Dun and Bradstreet, GeoResults, Info USA, Eloqua

Profiler

Data Aggregators – Radius

Matching and Merging Logic is important

Build The Business Case:

- Sales and Marketing Working Together

Over 30 Data Sources In Our Ecosystem

The Product Portfolio Examples

1.  New Products – SD-WAN

2.  New Feature Functionality – Wireless Set Top Boxes,

Business Voice Edge

3.  Bundling and Pricing –

- Solution Selling, Doing More With Less

- Long Distance, Smart Office

The Big Bang – Big Data The Key Is Data Connections

1.  Propensity Models Are Good,

Regression analysis is better

2.  Using Big Data To Drive Sales Teams

With Feedback Loops

3.  Using Big Data To Drive Marketing –

200 Campaigns, Segmentation can

drive 30% increase in response rates

Where Do I Start ?

1.  Assess Your Data Ecosystem

2.  Assess Your Budget

3.  Sales Team Information Look at Data

Aggregators – But Start Integrating

Two Or Three Data Sources

4.  Engagement Data – Web Visits

5.  Build Quick Wins and Expand If It

Makes Sense