the business of marketing - maria carballosa [energy digital summit 2015]
TRANSCRIPT
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
Aud
ienc
e
Enga
gem
ent customer
journey
conte
nt analytics
Valu
e A
dd
intelligence automation
ROI M
AR
KET
SIZ
ING
Targeted
techn
ology
Dem
and
ge
nera
tion
Sales Funnel
SEO
Marketing Generated Leads
Customer Focus
Customer Pain Points
Comprehensive
Strategy Soci
al
Med
ia
Pipeline Dat
a
Driv
en
Tactics
Digital
Media
Relevance
ads
BR
AN
D
Positioning
CTA
USERS
BUYERS
communication
View
s
Dow
nloa
ds
Opportunities PRODUCTS PROCESS
How do You Succeed?
Know Your Audience and be Relevant
Market Internally and Externally
CEOFinanceSales
Internal Stakeholders
Revenue GrowthReturn on InvestmentConversion RatesCustomer SatisfactionCustomer AcquisitionMarketing PipelineCustomer RetentionLifetime Customer ValueLead QualityEngagement RatesDemand Generation
LogoIdentityTone / Style FontColorCampaignHaloGoodwillPretty PicturesConcepts Logistics
From Overhead to Value Creator
Marketing Speak Business Speak
Measure and Report Results
External AudienceProduct 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