"what's in your marketing cloud? how to maximize technology investments" - insideview...
TRANSCRIPT
![Page 1: "What's in Your Marketing Cloud? How to Maximize Technology Investments" - InsideView + LegalZoom, Digital Velocity 2015](https://reader030.vdocuments.site/reader030/viewer/2022032616/55a6d8f61a28ab89298b47cd/html5/thumbnails/1.jpg)
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WHAT’S IN YOUR MARKETING CLOUD?How to Maximize Your
Technology Investments
InsideView and LegalZoom
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© 2015 Tealium Inc. All rights reserved. | 4
ABOUT
InsideView is a Market Intelligence Platform that
infuses your CRM system with essential data,
insights and connections constantly updated
from 30,000 financial, media and social sources
and 50 million company and contact records.
Using InsideView, B2B marketers can find more
leads, sales can win more deals and account
management can retain and grow customers.
Joe Lucas, Director of Demand Gen & Marketing Ops
• Runs Demand Gen and
Marketing Operations
for InsideView
• 10+ years experience in
digital marketing
• Engineering background@joelucas
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CHALLENGES AT INSIDEVIEW
Marketing
budget doesn’t scale at the
same rate as
our targets
Traditional
demand generation
losingeffectiveness
Buyers are
informed and
driving the
process Automation isn’t enough
to fuel revenue growth
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OUR APPROACH TO MARTECH
1. Technology is evaluated based on business problems solved, not based
on features
2. Each technology purchased is evaluated based on measurable impact
towards the business problem
3. Technology is evaluated according to the buyer journey
4. Technology is both a budgetary investment and a headcount investment
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EVALUATION CHECKLIST
Identify the business problem to solve
Define success criteria for the problem
Agree on the timeline for the pilot
Measure results to success KPIs
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OUR KEY TECHNOLOGY STACK
Attract Acquire Nurture Close Grow
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OUR KEY TECHNOLOGY STACK
Attract Acquire Nurture Close Grow
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2014 RESULTS
2X increase in website conversion rate
47% reduction in our cost of opportunity metric
142% increase in lead to opportunity conversion rate
60% YoY growth in marketing-sourced pipeline
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ABOUT
Over 10 years in marketing
technology
Background in website
testing and optimization
Manages and maintains a suite of marketing
tools used by teams across the entire
LegalZoom organization
Bridges the gap between Marketing &
Technology teams
Since it’s founding, LegalZoom has rapidly
expanded to become the premier online legal
destination for small businesses and families.
For us, putting the law within reach of millions of
people is more than just a novel idea—it’s the
founding principle.
Sarah Ryan, Director Marketing Systems
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CONSISTENCY & FLEXIBILITYThe essentials
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THE CORETag Management, Analytics & Testing
Tag Management – Single place to keep your digital marketing house in order
– Data & logic consistency
– Respond quickly to real-time needs or issues
– Easily try new things without significant development investment
Analytics– Know your users
– Understand behavioral patterns & problem areas
– Measure performance & uncover optimization opportunities
– Measure impact of marketing channels & other user touch points
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THE CORETag Management, Analytics & Testing
Testing– Iterate & improve upon existing experiences
– Try big ideas in a controlled fashion
– Learn, communicate & respond
Tealium
Optimizely Google Analytics
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CONSISTENCY & FLEXIBILITYHow our core became a game changer
Significant decrease in time needed to launch new campaigns– 3+ weeks 1-3 days
Data reliability– Campaign tags, analytics, etc. all using the same logic & data sources
Faster testing & optimization– Multiple tests released weekly with a very small team
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POWER OF TECHNOLOGYIncreasing scale & focus
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FINDING THE RIGHT TOOLSOne size does not fit all
1. Define your goals & long term vision– Understand your needs & allow for growth
2. Avoid global marketing platforms that claim to do everything– Focused businesses understand unique problem spaces better, and design their tools
accordingly
3. Don’t be afraid of new technologies– Do your due diligence and learn about the brains behind the company
4. Talk to someone outside of sales– Dig deep and ask lots of questions.
– Learn about how the technology works and how that specifically applies to your business needs
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EARLY STAGE COMPANIES
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LEGALZOOM What else did we choose?
▪ SEM: Bid Management Platform - Kenshoo
▪ Display: Agency & Optimization Platform – DataXu
▪ Affiliates: Campaign & Affiliate Management Platform – Cake
▪ Call Tracking: Marketing Focused Call Platform – Invoca
▪ Attribution: Digital Marketing Attribution Reporting - Convertro
▪ User Enrichment & Segmentation: Tealium AudienceStream
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DATA, DATA, EVERYWHERE
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OUR FUTURE WITH AUDIENCESTREAM
Product - Understanding Users– Tracking more attributes about our users allows us to find patterns & to service our
customers the way that they want to interact with us
Marketing - Advanced Targeting– Leverage more dimensions for
Relevant messaging in advertisements & web experiences
Testing specific user segments
Triggering actions based on a combination of user behavior and user attributes
Operations - Empowering Call Center Reps– Providing more information about customers directly into our CRM so that reps can help
our customers more effectively
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QUESTIONS?