Building a Data Driven Programme

Building a Data Driven Programme(or how we saved money using better data)

kingpincomms.com

James Foulkes

Covered today

• Issues facing a marketer

• Attribution models

• Buying teams

• Personas

• Sales approach

• How we improved our TM

• Random stat

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About Me

James Foulkes

Co Founder

Kingpin Communications

Born in Grimsby – “upgraded” to Lewisham.

Qualified GDPR Practitioner

Twitter - @jamesfoulkesKP

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The Dog

Mstr A. Foulkes. Aged 5.

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A Unicorn

Miss A. Foulkes. Aged 7.

Connecting tech brands to audiences

through smart data and big ideas.

Founded in 1997

Offices in London & San Francisco

B2B Tech Specialists



Founded in 1997





Founded in 1997



26 Countries

112,289,897Impressions

1,037,958Engagements

54,615Conversations

60,229

MQL’s

23,175

SQL’s

Issues facing a B2B

Marketer today

Question 1How many Martech tools

are available in 2018?

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Made more complex by…

• Influx of data

• GDPR

• Bigger buying groups

• Noise

• 3 Month campaigns, 18 month sales cycle

• ABM

• Pipeline and targets

• Technology – 7000+ at last count

Source: Gartner/CEB Global – The Digital Evolution in B2B Marketing

Do we over complicate things?

Simplify….

Attribution

modelling…

Attribution models

Time Decay

Assigns the most credit to

touchpoints that occurred

nearest to the time of

conversion.

Can be useful for

campaigns with short

lifecycles, such as

promotions.

Position Based

Can be used to adjust credit

for different parts of the

customer journey, such as

early interactions that

create awareness and late

interactions that close sales.

Data driven

Based on your interactions and

unique business.

With proper feedback and

development this can be

modified and tweaked to

create a more accurate

representation.

BUT, can be time consuming

and resource heavy.

Plus you need data at scale.

Last Touch

Attributes 100% of the value

to the last channel before a

conversion or sale.

Gives good insight into what

triggered the company /

individual to take the

conversation to the next

level.

BUT, ignores all the work

that’s gone before it.

First Touch

Can help you understand

which campaigns create

initial awareness for your

brand or product.

BUT, ignores everything after

it – clicking a banner doesn’t

seal the deal there and then.

Linear

Used if your campaigns are

designed to maintain contact

and awareness with the

customer throughout the entire

sales cycle.

BUT, although all channels

build up a journey, in reality

not all have the same impact.

Attribution models

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19%

22%

16%

12%

8%

7%

5%

4%

2%

3%

1%

1%

26%

20%

13%

12%

9%

5%

4%

4%

3%

1%

0.5%

1%

Organic Web

Channel

Inbound

Event

Direct

PPC Web

Online Content Syndication

SDR Inbound

Webinar

Outbound

Tradeshow

List Purchase

First Touch Last Touch

5%

2%

12%

19%

16%

7%

3%

1%

22%

32%

16%

14%

0%

0%

0%

0%

0%

0%

Online Content Syndication

Webinar

Event

Organic Web

Inbound

PPC Web

Outbound

Tradeshow

Channel

Direct IndirectKey “Indirect”

Tactics/Channels

If looking at OCS and measuring “direct attribution” only 5% of pipeline can be attributed to

OCS. Looking at this indirectly however 32% of pipeline opportunities have an OCS

contribution which would be unseen using traditional attribution metrics.

Last Touch v First Touch

Direct vs Indirect Opportunity Drivers

A step by step guide to your attribution

Marketing ActivityDepending on marketing activity, its complexity

and the number of channels will determine the

model you adopt. Pure Data Driven won’t work

without enough data…..

Set Up Conversion PointsDecide which touchpoints you’d like to count as a

conversion. This can be information requests,

newsletter subs etc.. Anything significant should be

set up

Calculate Marketing ROIRelate all marketing activity to marketing

investments and their influence on bottom line.

Marketing attribution is about being able to spend

your budget as wisely as possible.

Attribution TypeDepending on your goals – look at one of

the aforementioned models and decide

which works well for you. We’d suggest

starting with linear.

Play with Attribution TypeAs per points 1 and 2 you might want to play

around with attribution models to see those that

give you the best insights. i.e. we use linear as

standard but when looking to measure the impact

of a simple landing page – go last click.

3

1 2

4

5

Your audience

Question 2How many people are in the average

B2B decision making group?

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Gartner (CEB) – The Challenger Customer Says:

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Buying teams are growing in

size and complexity

Source: IDG – Customer Engagement

< 1,000 employees

>1,000 employees

Average number of decision makers involved in enterprise (IT) purchasing decisions today

35%Increased

10%Decreased

55%No change

1/3rd of companies report buying teams have grown over the last 2 years

Trend that is more prevalent at

large organisations and in

verticals like financial services

where nearly 50% report IT

buying teams have grown in

size over the last 2 years.

Source: Gartner/CEB – The Challenger Customer

How much content?

79%

Source: IDG – Customer Engagement Research

of Tech Decision-Makers find it

challenging to locate enough

high-quality, trusted information

on major enterprise IT products

and services to make an

informed purchase decision

ITDMs need information but

they’re challenged to find it

7 ASSETSDownloaded during

the purchase process on average

3rd party content is more valuable

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NetLine Research indicates a mismatch: Mangers do the

bulk of research, but vendors target C Level

• Managers comprise 25% of active audience.

• They have more bandwidth and eager to learn

• They are targeted 21% less than the C-Level

TM Campaigns (including

infrastructure and project scoping

information

A Buying Team in Action……26 engagements, 4 + quarters, £1m + closed revenue.

People research, but

it is companies that

purchase.

Enterprise engagements. Large bank. Large deal.….

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If you didn’t know it already…..

• Research is done before you speak to someone

• We all have to talk to multiple stakeholders

• A team buys, not one individual

• Our main target (those with cheques and projects) are not the

ones raising their hands whilst researching

• Just to reiterate, don’t ignore the influencers

Question 3Percentage of sales people

ranked as “average or poor”?

Sales people count

Source: Discover.org “what do buyers want?”

64% ranked as average or poor Marketing seem ok with that…

Sales people count

Source: Gong.io analysis of over 1,000,000 sales calls

Sales people count


Being transparent helps


What this means for you…

• Relationship with customer

• Transparency and clarity are the way forwards

• We can help earlier on by positioning our offering alongside

competition

• Information rich content rather than sales lead

• Don’t underestimate the importance of Branding

Meanwhile…

How this all works in the real

world when selling to an SMB

How Kingpin selected a new IT support co

Event…

Unhappy users

Buying team formed…

Founder, Finance Manager, Operations

Director, Group Account Director

No of indirect influencers on top - 4

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What happened?:

Talked to peer groups

Took all phone calls from potential providers and gave them a call back date

Searched online. Didn’t help much….. Everyone sounded the same. All feature and vendor led (ie –Cisco Certified)

No CTA or content

No calls post site visit

Early Discovery Main Research

Followed up with recommendations

Met those that called back

Insisted on talking to the technical team

Shortlisting

Selected 3 organisations that seemed aligned

Developed a scoring system

Spoke to 2 customers for each supplier

Met their technical team

Decision?

The organisation that seemed aligned to us.

18 months in it seems to have worked…..

Meanwhile…

How this all works in the real

world when selling to enterprise

How? Anatomy of a lead…

Match responses

we have to

company opportunities

Work with sales

team to find out

those contacts that are relevant

Report on those

where marketing

had a direct influence

Opportunity Timeline.

Based on a real example for an enterprise security deal.

Year 1 Year 2 Year 3Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2

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Content Syndication

Content Syndication

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Content Syndication

Content Syndication

Free Download

Website Form Fill

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Opportunity Timeline.

Based on a real example for an enterprise security deal.

Year 1 Year 2 Year 3Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2


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Content Syndication

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OppsCreated


• Sales cycles can be long

• Marketing plans should be too

• Multiple stakeholders are involved in decisions

• Be consistent, regular, frequent and valuable in contact

Argus – using data

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Objective

To improve the quality of engagement for our outbound telemarketing team and thus reduce number of days taken per campaign.

Our market:

• Researches online• Values right content• Is involved in a buying team• Is part of an organisation

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Enterprise Opportunities

Closed Won –

Average

number of

Contacts

involved 4.51

Closed Lost –

Average

number of

Contacts

involved 2.47

Generation of

Pipeline –

Average

number of

Contacts

involved 4.12

Contacts involved in Opportunities

Importance of multiple contacts and engagements

672 Opportunities



Founded in 1997



26 Countries

112,289,897Impressions

1,037,958Engagements

54,615Conversions

60,229

MQL’s

23,175

SQL’s

Argus – campaign intelligence and data validation

3rd Party partners for company intelligence and

triggers

Argus machine learning for intent scoring

Data partners and proprietary tech for data

validation

Installbase information from multiple sources

Firmographic and company description from

D&B

Digital Activities

Search

Telemarketing

Web and Physical Events

All GDPR Compliant Data

Full Data Validation and Append

Argus Intent coupled with Bombora surging

ARGUS

Outreach to highly active accounts

Data served to TM

Intent data based on orgs and individuals

Argus – simple workflow

Target list selected Campaign starts

What happened…

• It took longer to start calling as we had to build up data

• Connect rates up 3x

• Calling days down over 40%

Individual

Company

Social

Data eDM/DM

Workflow for you

ScoringClosed

Won/Lost

DMP (gives you an audience pool to advertise too)

Search (sort of)

Programmatic

Premium publisher

Platforms

TacticsDiscover Grade Convert


• Even SME’s have multiple stakeholders

• Treat them like organisations and individuals

• You’ll need a muti-channel approach…….

• ….. And content to support it

• Bring all this data into one source (email clicks, IP Tracking, form fills,

site visits, offline events) and track by company as well as individual

• Highlight “active” accounts and content taken

• Then target them (and report back and continue scoring)

• Always on, use targeted outreach to increase engagement

2 Snapshots

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United Kingdom

Marketable Universe Top Accounts

Most Engaged Job TitlesTrending Topics

BARCLAYCARD

B T G International Ltd

Capita

B A E Systems Plc

British Telecom

HSBC

Royal Bank Of Canada

Lloyds Bank

PRUDENTIAL

COMPUTACENTER

41.27%

16.42%

12.76%

6.45%

6.02%

5.27%

4.11%

3.17%

2.40%

2.14%

Systems Manager

Systems Director/Heads

Security Manager

Network Manager

Systems Staff

Security Director/Heads

Security Staff

Software Manager

Network Staff

General C-Level

18.31%

13.32%

12.13%

11.94%

8.38%

7.90%

7.78%

7.32%

6.88%

6.05%

Cyber

IT Threats & Vulnerabilities

Cloud Security

Threat Prevention

Compliance

Endpoint

Email Security

Security Operations

Threat Analytics

Ransomware

Agriculture Construction & Special Trades

Finance, Property and Insurance Manufacturing

Mining Public Administration

Retail Trade Services

Transport, Communication and Utilities Wholesale Trade

In country engagement by around IT Security – source Argus 2018

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0

20

40

60

80

100

120

140

160

180

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

18%

24%

22%

18%

13%

2%

2%

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Region Download DayLocal Download

Time

UK Tuesday 10AM

France Friday 11AM

Germany Wednesday 3PM

Nordics Monday 4PM

Benelux Tuesday 10AM

Percentage of Total Downloads

Download Day

Download Time

C-Level 9% Tuesday 8AM

Director 18% Wednesday 11AM

Manager 41% Monday 3PM

Staff 32% Monday 10AM

Peak Download times by Region

Peak Download times by Seniority

9%

18%

41%

32%

C-Level Director Manager Staff

6%

8%

8%

9%

13%

56%

Others

Nordics

Benelux

France

DACH

UK

Downloads by Seniority

Downloads by RegionPrime Download Days

Downloads by Hour

TechPapers Downloads Summary

One random stat

Use video!

Source: IDG Customer Engagement

95%Watch

technology-

related videos

Video is an important

tool in a content

marketing toolbox.

NB. Forbes say 90%

Just not for adverts…

Source: IDG Role & influence of the technology decision-maker study

Attention span longer than expected

16.52

14.03

13.65

12.23

9.62

9.67

6.86

6.63

Webcasts

Interactive video

In-depth product review

How-to-videos

Interviews with industry experts

Industry research

Technology news reports / live rolling coverage

First-look product overviews

In Minutes

Summary…

AttributionDoesn’t have to be complicated.

We recommend you start with a linear model and evolve.

Sales… will need to be interactive and honest (as does marketing).

But work to improve their data on a company and individual level

ContentConsider multiple stake-holders and multiple locations.

Doesn’t have to be downloadable, blogs etc. can work too.

VideoUse it!

And don’t worry about length or ‘snackability’, it’s the content is key.

@jamesfoulkesKP

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Documents

Building a Data Driven Programme