impact over activity: why experimentation is the new imperative for scientific marketers

© 2016 SiriusDecisions. All Rights Reserved 1#C2C16

ImpactOverActivity:WhyExperimentationistheNewImperativeforScientificMarketers

Impact Over Activity: Why Experimentation is the New Imperative for Scientific Marketers

Carrie RedikerResearch Director@CarrieRediker

Brad GillespieVice President of Marketing@tbradg

© 2016 SiriusDecisions. All Rights Reserved 3

SensualEmotional

AspirationalCommunication

FeelingHeart

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ConcreteLogicalPragmaticObservationThinkingMindMechanicalMeasured


SensualEmotional


FeelingHeart

HumanPlayful


The shift from activity focus

The myth of technology

The role of experimentation


SensualEmotional


FeelingHeart

HumanPlayful





Think differently about impact


Image Zone

Limited data sets Unstructured manual data entry

Unaffiliated data repositories

A riddle wrapped in a mystery inside an enigma

Late 90’s - 2010


• Number of eMails sent• Number Opens/Clicks• Number of Leads

• Number of Webcasts• Number of Field Events• Number of Sponsorships

Nurture AutomationEvents

Activity Focused


• Downloads• SEO rank• Impressions

• Number of dials• Number connects• Number of Meetings

Activity Focused

Prospecting Content Creation


Activity to Impact –what’s driving the shift?


Image Zone

High data volumes (internal and third-party)

Structured data, system-generated

Connected and integrated data sets

Intuitive, simplified and accessible

Today

© 2016 SiriusDecisions. All Rights Reserved 11 @CarrieRediker@tbradg

Impact FocusSiriusPerspective:


The SiriusDecisions 2015 B-to-B Buying StudyMany b-to-b organizations do not consider influencer or sales

content to be part of a marketing content strategy.

Most impactful content assets by stage:SiriusDecisions 2015 B-to-B Buyer Survey

Education Solution Selection

Blo

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Blo

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Info

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pics

Info

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Info

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Web

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pag

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Web

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Vide

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Vide

os

Vide

os

Whi

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aper

s

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ite

pape

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Wh

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Bro

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Bro

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Case

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Sale

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Sale

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Sale

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2015 SiriusDecisions

Buyer Insights Study

SD Example: Views into Activity vs. Impact


19 96 60 completed - 36 in progress

33 23 completed - 10 in progress



47 Personas Webcasts Forums CMO Roundtables Sales-Led Roundtables New Doc Offers

10,183 6,556 / 3,627

1,145 963 / 182

218 170 / 48

508 491 / 17 3,549

Pre-Event Registrations* Registrations Registrations Registrations Downloads

1,629 562 99 324 1,236 Attendees Attendees Attendees Attendees AQLs

1,167 424 56 OnDemands AQLs AQLs

1,866

AQLs * OnDemands are not included in Pre-Event Registration number.

@CarrieRediker@tbradg


Total NCVI Forecasted

PIPELINE EXPLORER

NCVI 1 Actual

$0.0M

Maggie O'Callaghan

Tim Ferrone

Andrew Lapish

Jonathan Ticehurst

Todd Nicholas

Christopher Tripoli

Christian Morato

Andrew Sawch

Jason St. Onge

Jonathan Plant

John O'Keefe

Ali Jones

$2.65M

Total Bookings Forecasted

$13.16M

Actual NCVI ProjNCVI

Actual and Projected NCVI by Region

G$1MI

$0.0M

$0.5M

$1.0M

$1.5M

APAC Canada Central East EMEA Strategic West

$8,092,578Actual NCVI

$10,431,698ProjBookings

Actual NCVI ProjNCVI

Actual and Projected NCVI by month

G$1MI

$0.0M

$0.5M

$1.0M

$1.5M

$2.0M

Total NCVI Forecasted by Sourcing Role

Sales

Pipeline Explorer - Power BI https://app.powerbi.com/groups/me/dashboards/588f3841-c010-...

1 of 1 2/4/16, 10:31 AM


SensualEmotional


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Think differently about purpose


Perpetuating the myth of technology


Vendors…

We promote the “black box”

We overstate results

We give too much credit to solutions

Buyers…

We have “shiny object” syndrome

We want to believe!

We don’t ask the critical questions



Debunking the myth of technology


Think About Technology Differently:

Focus on desired business outcomes. Define purpose as a targeted and precise application of technology as a means of enabling and accelerating those outcomes.


A lens for evaluating tech

Information1 Integration and Insight2 Interpret3 Impact4

What information is needed to support decisionmaking and drive desired outcomes?

Which processes and technologies must be integrated to transform information into insight?

How do you interpret and apply those insights into specific actions?

What was the impact of these efforts to scale business results?


ResultsSpecificity

SD Example: Shifting to Persona-Based Campaigns




What information is needed to support decisionmaking and drive desired outcomes?

Which processes and technologies must be integrated to transform information into insight?





A lens for evaluating tech – Persona Activation



Which processes and technologies must be integratedto transform information into insight?



How many discernable Personas do we have?How many can we support?At what level can we execute?What are preferences and how do they differ?What current assets/offers map to Personas?What changes for the prospect?





BehaviorMAP BI

WCMS Predictive

Dialers SFA

Survey Ad Tech

Segmentation

Correlation

Inbound

Outbound





✚ Tagged personas in database✚ Appended intent to contact records✚ Captured more insights via survey tool✚ Serve contextual offers✚ Integrated calling





AQL Volume

ñ15%SQL Conversion

ñ25%Pipeline Velocity

ñ20%


SensualEmotional


FeelingHeart

HumanPlayful





Think Differently About Science


The role of experimentation –Think Differently About Science

Feynman’s First PrincipleThe first principle is that you must not fool yourself, and you are the easiest person to fool. So you have to be very careful about that.

Professor Richard FeynmanNobel Prize in Physics (1965)


“An accident rooted in history”

- Roger’s Commission Report

Odds of Catastrophic Failure

NASA Engineers:1%

NASA Managers:.00001%




“The death of one man is a tragedy, the death of millions is a statistic.”




Odds of Catastrophic Failure

NASA Engineers:1%

NASA Managers:.00001%


“I would rather have questions that can’t be

answered, than answers which can’t be questioned.”


SensualEmotional


FeelingHeart

HumanPlayful


Dynamic Content

Personalization

Client Onboarding

Comms

Single vs. Multiple Offers

LinkedIn Reengagement

Program

Forum FormatsForum

SimulcastingBehavioral Intent

Data

Predictive Account Scoring

RFID Sensing

SD Example: Paid Media / Behavioral Intent Data


Image Zone

FY16 Campaign 12-Month runtime

Introduced with our 2015 Summit

19 Personas Integrated, multi-channel

Sirius Outperform Campaign



Image Zone

“Flipped Funnel” ABM Approach

Top 1,500Named Accounts

750 AccountsWith

Behavioral Data

750 AccountsWithout

Behavioral Data

Outperform Campaign – Paid Media



50% Higher CTR


IMP: 129,084 IMP: 130,626CTR: .074 CTR: .035


386% Higher CVR


CVR: .015 CVR: .008AQLs: 143 AQLs: 37

CI: 95%


SensualEmotional


FeelingHeart

HumanPlayful





Think differently about purpose

Think Differently About Science

Think differently about impact


WHY?BRAND

HUMANRELEVANT

PERSONALIZEDTRUST

AUTHENTIC

DATASTACKPROCESSMEASURABLECONSISTENTOPTIMIZEDINTELLIGENT


ART SCIENCE


Impact Over Activity: Why Experimentation is the

New Imperative for Scientific Marketers


May 24–27 | Nashville, TN

impact over activity: why experimentation is the new imperative for scientific marketers

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