SiriusDecisions’ Rediker And Gillespie: Analytics And Experimentation Play Central Demand Gen Role

Published: January 22, 2016

Data and science are playing a more prominent role in demand generation, and the marketers with the best data-driven marketing strategies are pulling ahead of their peers. In their upcoming keynote address as part of the Content2Conversion Conference and Demand Gen Summit Feb. 15-Feb. 17, SiriusDecisions’ Marketing Leader Brad Gillespie, and Carrie Rediker, Research Director Demand Creation Strategies, will discuss the role of analytics and experimentation in generating demand.

Demand Gen Report recently caught up with them to get a sneak preview of their talking points.

Demand Gen Report: In your session at the Content2Conversion Conference and Demand Gen Summit, you will be talking about the need for experimentation among scientific marketers. How do you define scientific marketers?

Carrie Rediker: The scientific marketer utilizes current technology and analytics to make more informed decisions. They often leverage core principles such as the scientific method of testing a hypothesis and interpreting marketing insights to create robust programs that effectively reach prospects and address customer needs.

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DGR: How do marketers need to prepare for greater experimentation?

Brad Gillespie: Marketing teams are often organized by the activity they perform, but for the strongest impact to the business, cross-functional collaboration and integrated programs are required. SiriusDecisions has created internal processes and leveraged pilots to test key hypotheses along our journey to measure marketing influence with a multi-touch attribution model. It is an exciting time as technology has evolved, providing marketers with easy access to systematic experimentation tools that used to require an experienced statistician to conduct.

DGR: What technology innovations and emerging practices will help marketers become more successful through experimentation?

Rediker: Evolving technologies such as predictive analytics and third-party buyer intent data enable marketers to expand the range of possible use cases for greater experimentation. Insights can inform everything from persona preferences and content strategy, to creating adaptive multi-channel lead nurture programs.

DGR: What are a few of the main takeaways from your presentation that marketers can put to immediate use?

Rediker: We hope that marketers will take away these three insights from our presentation:

  • Once a luxury, sophisticated analytics capabilities are becoming table stakes for high performance marketing organizations;
  • We will explore some of the new use cases to apply insights from predictive experiments that will truly impact the business;
  • Compelling nurture channels, technology and process changes give organizations the ability to create real-time relevance and increase engagement that can be measured beyond activity.

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