"What's in Your Marketing Cloud? How to Maximize Technology Investments" - InsideView + LegalZoom, Digital Velocity 2015

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WHAT’S IN YOUR MARKETING CLOUD?How to Maximize Your

Technology Investments

InsideView and LegalZoom


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


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


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


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


OUR KEY TECHNOLOGY STACK

Attract Acquire Nurture Close Grow


OUR KEY TECHNOLOGY STACK

Attract Acquire Nurture Close Grow


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



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

[email protected]

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


CONSISTENCY & FLEXIBILITYThe essentials


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


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


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


POWER OF TECHNOLOGYIncreasing scale & focus


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


EARLY STAGE COMPANIES


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


DATA, DATA, EVERYWHERE


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


QUESTIONS?