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© 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
HumanPlayful
ConcreteLogicalPragmaticObservationThinkingMindMechanicalMeasured
© 2016 SiriusDecisions. All Rights Reserved 4
SensualEmotional
AspirationalCommunication
FeelingHeart
HumanPlayful
ConcreteLogicalPragmaticObservationThinkingMindMechanicalMeasured
The shift from activity focus
The myth of technology
The role of experimentation
© 2016 SiriusDecisions. All Rights Reserved 5
SensualEmotional
AspirationalCommunication
FeelingHeart
HumanPlayful
ConcreteLogicalPragmaticObservationThinkingMindMechanicalMeasured
The shift from activity focus
The myth of technology
The role of experimentation
Think differently about impact
© 2016 SiriusDecisions. All Rights Reserved 6
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
© 2016 SiriusDecisions. All Rights Reserved 7
• Number of eMails sent• Number Opens/Clicks• Number of Leads
• Number of Webcasts• Number of Field Events• Number of Sponsorships
Nurture AutomationEvents
Activity Focused
© 2016 SiriusDecisions. All Rights Reserved 8
• Downloads• SEO rank• Impressions
• Number of dials• Number connects• Number of Meetings
Activity Focused
Prospecting Content Creation
© 2016 SiriusDecisions. All Rights Reserved 10
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:
© 2015 SiriusDecisions. All Rights Reserved 21
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
gs
Blo
gs
Blo
gs
Info
grah
pics
Info
grap
hic
s
Info
grap
hic
s
Web
pag
es
Web
pag
es
Web
pag
es
Vide
os
Vide
os
Vide
os
Whi
te p
aper
s
Wh
ite
pape
rs
Wh
ite
pape
rs
Bro
chu
res
Bro
chu
res
Bro
chu
res
Case
stu
dies
Case
stu
dies
Case
stu
dies
Art
icle
s/pu
bs
Art
icle
s/pu
blic
atio
ns
Art
icle
s/pu
blic
atio
ns
An
alys
t rep
orts
An
alys
t rep
orts
An
alys
t rep
orts
Sale
s de
cks
Sale
s de
cks
Sale
s de
cks
2015 SiriusDecisions
Buyer Insights Study
© 2016 SiriusDecisions. All Rights Reserved 13
19 96 60 completed - 36 in progress
33 23 completed - 10 in progress
18 11 completed - 7 in progress
34 32 completed - 2 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
© 2016 SiriusDecisions. All Rights Reserved 14 @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
© 2016 SiriusDecisions. All Rights Reserved 18
SensualEmotional
AspirationalCommunication
FeelingHeart
HumanPlayful
ConcreteLogicalPragmaticObservationThinkingMindMechanicalMeasured
The shift from activity focus
The myth of technology
The role of experimentation
Think differently about purpose
© 2016 SiriusDecisions. All Rights Reserved 21
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
@CarrieRediker@tbradg
© 2016 SiriusDecisions. All Rights Reserved 23
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.
© 2016 SiriusDecisions. All Rights Reserved 24
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?
@CarrieRediker@tbradg
ResultsSpecificity
© 2016 SiriusDecisions. All Rights Reserved 26
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?
@CarrieRediker@tbradg
© 2016 SiriusDecisions. All Rights Reserved 27
A lens for evaluating tech
Information1 Integration and Insight2 Interpret3 Impact4
@CarrieRediker@tbradg
© 2016 SiriusDecisions. All Rights Reserved 28
A lens for evaluating tech – Persona Activation
@CarrieRediker@tbradg
Information1 Integration and Insight2 Interpret3 Impact4
Which processes and technologies must be integratedto 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?
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?
© 2016 SiriusDecisions. All Rights Reserved 29
A lens for evaluating tech – Persona Activation
@CarrieRediker@tbradg
Information1 Integration and Insight2 Interpret3 Impact4
BehaviorMAP BI
WCMS Predictive
Dialers SFA
Survey Ad Tech
Segmentation
Correlation
Inbound
Outbound
© 2016 SiriusDecisions. All Rights Reserved 30
A lens for evaluating tech – Persona Activation
@CarrieRediker@tbradg
Information1 Integration and Insight2 Interpret3 Impact4
✚ Tagged personas in database✚ Appended intent to contact records✚ Captured more insights via survey tool✚ Serve contextual offers✚ Integrated calling
© 2016 SiriusDecisions. All Rights Reserved 31
A lens for evaluating tech – Persona Activation
@CarrieRediker@tbradg
Information1 Integration and Insight2 Interpret3 Impact4
AQL Volume
ñ15%SQL Conversion
ñ25%Pipeline Velocity
ñ20%
© 2016 SiriusDecisions. All Rights Reserved 32
SensualEmotional
AspirationalCommunication
FeelingHeart
HumanPlayful
ConcreteLogicalPragmaticObservationThinkingMindMechanicalMeasured
The shift from activity focus
The myth of technology
The role of experimentation
Think Differently About Science
© 2016 SiriusDecisions. All Rights Reserved 33
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)
© 2016 SiriusDecisions. All Rights Reserved 34
“An accident rooted in history”
- Roger’s Commission Report
Odds of Catastrophic Failure
NASA Engineers:1%
NASA Managers:.00001%
© 2016 SiriusDecisions. All Rights Reserved 35
“An accident rooted in history”
- Roger’s Commission Report
“The death of one man is a tragedy, the death of millions is a statistic.”
© 2016 SiriusDecisions. All Rights Reserved 36
“An accident rooted in history”
- Roger’s Commission Report
Odds of Catastrophic Failure
NASA Engineers:1%
NASA Managers:.00001%
© 2016 SiriusDecisions. All Rights Reserved 37
“I would rather have questions that can’t be
answered, than answers which can’t be questioned.”
© 2016 SiriusDecisions. All Rights Reserved 38
SensualEmotional
AspirationalCommunication
FeelingHeart
HumanPlayful
ConcreteLogicalPragmaticObservationThinkingMindMechanicalMeasured
Dynamic Content
Personalization
Client Onboarding
Comms
Single vs. Multiple Offers
LinkedIn Reengagement
Program
Forum FormatsForum
SimulcastingBehavioral Intent
Data
Predictive Account Scoring
RFID Sensing
© 2016 SiriusDecisions. All Rights Reserved 40
Image Zone
FY16 Campaign 12-Month runtime
Introduced with our 2015 Summit
19 Personas Integrated, multi-channel
Sirius Outperform Campaign
@CarrieRediker@tbradg
© 2016 SiriusDecisions. All Rights Reserved 41
Image Zone
“Flipped Funnel” ABM Approach
Top 1,500Named Accounts
750 AccountsWith
Behavioral Data
750 AccountsWithout
Behavioral Data
Outperform Campaign – Paid Media
@CarrieRediker@tbradg
© 2016 SiriusDecisions. All Rights Reserved 42
50% Higher CTR
Outperform Campaign – Paid Media
IMP: 129,084 IMP: 130,626CTR: .074 CTR: .035
© 2016 SiriusDecisions. All Rights Reserved 43
386% Higher CVR
Outperform Campaign – Paid Media
CVR: .015 CVR: .008AQLs: 143 AQLs: 37
CI: 95%
© 2016 SiriusDecisions. All Rights Reserved 44
SensualEmotional
AspirationalCommunication
FeelingHeart
HumanPlayful
ConcreteLogicalPragmaticObservationThinkingMindMechanicalMeasured
The shift from activity focus
The myth of technology
The role of experimentation
Think differently about purpose
Think Differently About Science
Think differently about impact
© 2016 SiriusDecisions. All Rights Reserved 45
WHY?BRAND
HUMANRELEVANT
PERSONALIZEDTRUST
AUTHENTIC
DATASTACKPROCESSMEASURABLECONSISTENTOPTIMIZEDINTELLIGENT
@CarrieRediker@tbradg
ART SCIENCE
© 2016 SiriusDecisions. All Rights Reserved 46
Impact Over Activity: Why Experimentation is the
New Imperative for Scientific Marketers