Data Management Thu, 27 Jun 2019 00:08:39 -0400 en-gb Turn Your Data Points Into A Data Picture Turn Your Data Points Into A Data Picture

/“But how do you know it’s working? Show me a dashboard.”

You’ve been there. I’ve been there. Whether it’s your CMO, head of sales, CEO, or just that curious little reporting angel on your shoulder — we all want proof that our marketing is having an impact.

Here’s the problem: you know there are dozens of touch points between your marketing campaigns and every buying center that ultimately closes business with your company. Sometimes hundreds. But between click-through rates, opens, web visits and a whole mysterious black box of offline stuff, it’s still a struggle for us to communicate the value of our marketing programs on pipeline and revenue.

And most of the tools we use today — from marketing automation to custom dashboards — are all focused on minute interactions with individual people (inherited from the lead-based attribution that relies on a cookied form fill and known contacts, and the B2C bias that runs through most digital marketing tools).

But using tactical micro-metrics like cost per click (CPC), cost per lead (CPL) and click-through rate (CTR), and on-page optimizations is like looking at a Seurat painting up close.

You can count the dots, but it won’t help you see the whole picture.

Screen Shot 2019 06 20 at 3.51.25 PMToo often, B2B marketers end up in this scenario: you’ve measured everything. Your UTM hygiene is pristine. You track CTR, CPC and CPL on every permutation of channel and content or ad creative. And you optimize constantly, culling out underperformers and iterating on your superstar content.

But no matter what you do, your tiny tweaks never quite seem to add up to a more efficient funnel (and no one beyond the digital marketing team really thinks they matter). Somehow, you always seesaw between quality and quantity, and those optimizations don’t shake out downstream as better opportunities, faster sales cycles, or any improvement in opportunity-to-close numbers.

So, let’s start by admitting it’s not just you. Actually, it’s very possibly a problem with the way you’re measuring success — by hyper-focusing on the small stuff, you may be inadvertently losing resolution on the bigger picture.

Manage What You Measure

If you’re measuring minutia, you’re going to be focused on minute optimizations. That’s fine if you’re selling high velocity, ecommerce or consumer, but that’s not B2B.

B2B buyers are signing up with you for the long haul. Their livelihoods depend on your product working, so they need to trust you deeply. This applies to your expertise, ability to deliver and ethics.

Start Fixing It By Measuring The Right Things

The account-centric measurement mentality is designed to pull you out of the weeds, so you can understand the impact of complete, coherent, cross-channel programs, not individual ads and campaigns. This is accomplished in two ways:

  1. Turning anonymous web traffic into known account traffic, so you can quantify overall program impact. According to Gartner, there are 9.6 people in today’s average buying committee. How many contacts do you typically have on an opportunity? I’m willing to bet it’s not 9.6, so odds are high that there are a lot of phantom influencers who aren’t getting enough of your attention (and who can slow your deals down unexpectedly late in the game).
  2. Making it possible to track and communicate the revenue impact of higher-level programs across your organization and for yourself. By elevating the importance of open and closed pipeline value, sales cycle time and quantified engagement as the most meaningful leading indicators of true account interest, you’re able to communicate outcomes to everyone in the organization, in terms they actually understand and can get behind.

Get To The Metrics That Matter

By using newly-available, account-level web traffic data in this funnel, you’re able to focus in on exactly the metrics that mean something:

  • Engagement, not leads;
  • Opportunities (also not leads);
  • Revenue (real deals closed);
  • Deal cycle time; and
  • Average contract value.

Revenue Measurement Drives Confidence, Which Encourages Bold Moves & Big Wins

We all know leads can be a little wishy-washy. But one thing that doesn’t lie is cold hard cash — that’s real revenue. And if there’s one thing revenue wins lead to, it’s confidence.

When you’re confident in your reporting, and know it represents what’s really going on with your programs, you can commit to bold ideas and big bets.

And ultimately, that’s my brightest vision for B2B marketers — a future where more of us can make bigger bets on memorable experiences, and easily understand the payoff of those bets so we can iterate and make more. But in order to get there, we need to use our data points to create the full, big picture first.


Janet Polyakov is the VP of Product Marketing at Terminus, where she runs sales enablement, digital marketing, content strategy and more. She has also served as the Director of Global Growth Marketing and Senior Manager of Acquisition and Retention at Matterport.

]]> (Janet Polyakov, Terminus) Demanding Views Fri, 21 Jun 2019 09:00:00 -0400 Appoints Former COO As CEO Appoints Former COO As CEO, an AI sales platform, promoted Chris Harrington from COO to CEO. He will succeed former CEO and Founder Dave Elkington, who will stay with the company as Chairman of the Board of Directors.

Since joining seven months ago, Harrington drove nearly 30% enterprise growth. His previous positions include serving as President of Domo, President of Global Sales and Client Services at Omniture, which was acquired by Adobe, and VP of Americas Enterprise Sales at Adobe.

“[Harrington] has proven himself as a software sales visionary and an unmatched growth leader in the SaaS industry time and time again,” said Elkington in a statement. “[He] takes over at a key inflection point and shift in trajectory for He’s the ideal leader to enable us to fully capitalize on the massive market potential we’ve unlocked with our enterprise solutions.”

As CEO, Harrington said his first few action items will be to ensure that has the right players and proper operational groundwork in place to support scale, growth and innovation within the company.

Specifically, Harrington said his focus will be on analyzing customer success and retention, broadening the message, building a proper ecosystem around the company and commercializing access to its data.

“When you look at the work that I’ve done here … It’s focusing in on what’s really important, what’s converting [and] what’s not, what’s creating noise but not actual activity and action for our organization, for our salespeople,” said Harrington in an interview with Demand Gen Report. “That’s really critical and we’ll continue to focus there.”

]]> (Brianna Ruback) News Briefs Thu, 20 Jun 2019 14:33:01 -0400
Aqfer Offers Data Lake Solution To Manage Enterprise Marketing Data Source: Aqfer

Aqfer aims to enable system integrators and managed service providers (MSP) to deploy customized marketing data lake solutions for companies with diverse and specific needs. The Aqfer approach is designed to make it easier to handle the large-scale complexity of modern ad tech and martech data management, as well as allow channel providers to focus on integration and customization issues that create enterprise value.


From digital interaction instrumentation, data collection, identity management and collaboration to complex integration and collation, the Aqfer SaaS platform is positioned to maintain client-specific data lakes that are ready for consumption. This is done through analytic and engagement applications that are bundled with facilities for real-time and bulk distribution and compliance management.

The platform aims to deliver the potential of big data and the promise of a CDP. It is positioned to give users an environment to host and unify all data from multiple sources, ease integration with data providers and ad-serving/analytics platforms and build on a robust suite of APIs to create your own applications.


Aqfer is designed to grant CMOs and CTOs a new level of certainty about their data and access to data they couldn’t reach before. The primary audience consists of agencies, MSPs and system integrators seeking assistance with clients.


The solution is positioned to integrate with data vendors, ad-serving platforms, DSPs and analytics/measurement companies such as DoubleClick, LiveRamp, Adobe and more.


The pricing model is based on a fixed monthly subscription price, which includes data hosting, the Aqfer solution suite of marketing data management tools and managed services.


Aqfer aims to offer a collection of services and APIs that solve common big data problems in martech and ad tech, along with intelligent digital data collection and customer identification. This combined with adaptable customer identity management and real-time access to customer data and decisions positions Aqfer to stay ahead of the market.


1250 Broadway
New York, NY 10001

]]> (Brianna Ruback) Solution Spotlight Mon, 24 Jun 2019 09:00:00 -0400
Salesforce Unveils Details On CDP Offering, Aims To Bring True 360-Degree View Of Customers Source: Salesforce

Salesforce announced new details about its Customer 360 offering, which officially brings the company into the customer data platform (CDP) race. The company detailed that Customer 360 will be designed to act as a data layer underneath its Marketing, Sales, Service and Commerce Cloud offerings.

Unveiled at its annual Connections event in Chicago, Salesforce noted that Customer 360 will position users to bring together disparate customer data throughout their business, then further personalize engagement based on that holistic customer view. The company said that it will bring Customer 360 into pilot by the Fall of 2019.

Specifically, Salesforce Customer 360 will arm current and prospective customers with:

  • Connected data and unified consent: Users will be able to connect all customer data to create a single profile for their customers and accounts. Salesforce’s consent management framework will position companies to gain customer consent through any engagement.
  • Deeper segmentation: Segmentation capabilities will position companies to identify specific groups of people to engage with in real time based on all available customer data.
  • Universal personalization: With a more specific segment, users will be able to active that data across Marketing, Commerce, Service and more.
  • Optimization via Einstein Insights: With Einstein AI, users will be able to have customer profiles continuously update based on their behaviors to provide the most relevant, contextual experience to customers.

“I think it's a really interesting time for Salesforce,” said Patrick Stokes, SVP of Product Management for Salesforce Customer 360, in an interview with Demand Gen Report. “I think we've had a lot of success and we're really proud of all of the portfolio applications that we've been able to put together across the Sales, Service, Commerce and Marketing [clouds]. But what I'm most excited for now is to move into this next phase, where it's not just about one individual cloud. It's about what can we do for retail, what we can do for manufacturing and what we can do for financial services across everything that we offer. And I think that's the direction that we're moving towards — it’s about bringing solutions to our customers, not just bringing them in individual clouds.”

The announcement comes at a time when CDP development is in full swing among the enterprise cloud ecosystems. Adobe, which recently acquired Marketo to fill out its cloud offerings, announced it is working on a single-ID CDP system for its customers, while Oracle has been developing its CX Unity offering since the latter part of 2018.

]]> (Brian Anderson) News Briefs Wed, 19 Jun 2019 11:21:16 -0400
Marketers: Flip The Funnel And Gain Newfound Confidence With Data Marketers: Flip The Funnel And Gain Newfound Confidence With Data

/While probably 90% of marketing professionals use data when activating their programmatic media campaigns, only a small percentage of those marketers are likely to say their data needs are met completely. That’s because data seems so overwhelmingly complicated that they are reticent to dig in — and just as reticent to ask questions of their partners and agencies.

It’s not surprising that marketers are overwhelmed by data. There’s so much of it available right now — and so many tools to manage it — it’s hard to know where to start! In fact, marketers report that they struggle with nearly every data-related endeavor. This includes using data to find and reach audiences, analyzing data, and figuring out how to use it to tell the stories they need to share.

It’s clear that marketers need to understand how to use data more effectively and more confidently. Here’s how:

Start From The Bottom

Rather than starting with third-party data representing a broad swath of audiences matching a certain demographic or psychographic, marketers should instead "flip the funnel" and start by looking at the data points that define their actual customers. From there, marketers can understand who it is that’s actually buying their products and embracing their brand, and build out an effective strategy based on that data.

As a marketer, you’re likely familiar with some iteration of the funnel graphic (we’ll go with the classic, “awareness, consideration, intent and purchase” model for our purposes here.) In campaigns, you start by filling the funnel, using awareness campaigns to attract new prospects. But with data, we assume the funnel is already somewhat filled, and we start at the bottom with your current customers.

It’s critical to know what you have in terms of first-party data. That data will be different for every company, depending on what your business is and how your goods and services are sold. For many businesses, this data has been captured in a CRM — and it is your greatest asset.

It’s well worth the effort to understand what you have in terms of your first-party data because it’s likely to tell you everything you need to know about your customers. Once you know what you have in your database, it’s easier to decide who you want to add to your database, and what their attributes are. You’ll also gain insight into how you can get more from your current customers in terms of up-sell and cross-sell opportunities.

Once you know what you have, your next step is to decide what you want to do. Assuming your goal is to find and win new customers, you may want to begin looking at complimenting your own data with third-party data.

Back Up The Funnel

Let’s say, for the sake of illustration, you’re a travel marketer selling discounted airfares. If you’re starting with your own customers, you’re looking at people who have already purchased tickets from you. These are the people you know travel by air and are motivated by lower prices. Looking closely at these customers and how they travel, you can use your first-party data to determine who might consider an upgrade on their next flight, or who might be persuaded to fly more frequently (this would be the “consideration” phase if we’re sticking with our analogy.)

Your next step is to use third-party data to build new audiences based on your best customers. Find customers who fly competitor airlines. Find other business travelers. Find people who have bought family vacation packages. Quality data can help you discover and build new audiences that have attributes similar to the customers you already know.

As you move up the funnel, you can continue to find net-new customers. You might target travelers who have taken long bus trips or who have traveled by train in the past. Perhaps they’d consider a flight for their next trip if the price is right. Try targeting people who have booked hotels in destinations that cater to vacationers like Hawaii or the Caribbean.

By reverse-engineering your data-driven audience-building efforts, you can better target consumers who are likely to become your next best customers.

Getting Started

If you’re new to data-driven marketing, this “look-alike” strategy is a great place to start. Work with your agency or technology vendors to find a trusted data partner who can provide high-quality third-party data to supplement what you already have.

Although look-alike targeting is fairly straightforward, there will be challenges, and you’re not likely to get everything right the first time. Like everything in digital marketing, data requires testing. You will make assumptions about your data, and you’re likely to be biased by what you think you know. However, digital gives us the opportunity to test and optimize for better results. If your assumptions about your audiences are not accurate, try different audience bases and see how your results change.

The key is to try, to experiment and to get comfortable working with data. Data is a prime element of digital marketing, and marketers need to get more confident in their use of it.

Chris Emme is the Managing Director for the Americas at Eyeota, an audience technology platform. As a contributor, leader, writer and 20+ year industry veteran, Chris is passionate about working at the intersection of data, technology, media and analytics. At Eyeota, Chris is responsible for accelerating the company’s growth throughout the U.S., Canada and Latin America.  

]]> (Chris Emme, Eyeota) Demanding Views Mon, 17 Jun 2019 12:11:10 -0400
Pelco Sees 99% ROI Increase Through Streamlined Marketing Automation Source: Pelco

Pelco by Schneider Electric, a video surveillance company, tapped Marketo to replace its marketing automation system and better position the organization to increase performance and productivity. The company’s initiatives also earned its team a Marketo Revvie Award at Adobe Summit this past March.

The Challenge

Before using Marketo, Pelco wasn’t seeing the results it wanted with its previous marketing automation platform. Email performance was below average and lead generation was low. The integration with Salesforce didn’t give Pelco’s team the insights they needed, and the ability to customize reports was restricted by pre-designed templates. List creation and data parsing was slow and frequently lagged, as well.

“Creating something as simple as a list—I would go in, put the qualifiers and save it, so it would load the contact count,” said Scott Wright, Pelco’s Marketing Automation Manager. “I could literally step away from my desk, brew a pot of coffee, get a cup of coffee, go back to my desk, and it still wouldn’t be done.”

Wright was seeking a system that could blend limitless functionality and a user-friendly interface, which was something he didn’t find in his previous solution platform.

As Pelco’s contract with its previous marketing automation provider was approaching its expiration date, Wright said it was obvious to him and his team that it was time to find a more well-suited solution.

The Solution

Pelco chose to sign on with Marketo once its prior MAP contract expired. As part of Marketo’s onboarding package, Wright and Elizabeth Dean, Pelco’s Digital Marketing and Demand Generation Manager, attended a two-day course to learn more about how to use the marketing platform.

Although Wright said he came across Marketo reviews that expressed how the software had a learning curve, he said he didn’t experience that, and Pelco’s IT department was able to easily set up the platform.

“[The two-day course] was sufficient; I was able to get the idea of how the platform works, how I could use it for our purposes, and at that point, I was just off to the races,” Wright said. “I mean, I was in there right after the training … I was creating folders. I was creating programs. I was migrating everything over.”

Marketo enabled Pelco to standardize its new data, while simultaneously allowing forms and landing pages to be rebuilt. The Marketo Sales Insights feature granted Pelco’s sales team total visibility into all of their marketing efforts without needing to leave their CRM.

The Results

Switching to Marketo helped Pelco maximize its performance in multiple areas in a short amount of time. Email performance nearly doubled; lead generation nearly tripled and due to the advanced functionality of the lead scoring model, Pelco saw a major improvement in the quality of leads delivered to its sales department.

In six months, Pelco generated 221% more MQLs than it did with its previous platform in 18 months. The company saw a 99.48% increase in marketing ROI compared to the previous year. Email open rates increased to 27% and click through rates increased to 3.5%.

Dean explained how Marketo’s increased efficiency allowed Pelco to better connect with audiences that weren’t given significant attention prior to using the solution.

“After not even a full year of rolling this out, there were segments of our audience we haven’t even touched in a long time,” Dean said. “[Marketo] has freed up so much time and energy that we’re now re-engaging with portions of the audience that we haven’t been able to really engage with and bring them in.”

]]> (Brianna Ruback) Case In Point Fri, 14 Jun 2019 12:35:05 -0400
Dun & Bradstreet To Acquire Lattice Engines Source: Dun & Bradstreet

Dun & Bradstreet, a commercial data and analytics company, announced plans to acquire Lattice Engines, an AI-powered customer data platform, for an undisclosed amount.

This acquisition, which is expected to close within 30 days, aims to merge Dun & Bradstreet’s global commercial data and Lattice Engines’ AI and analytics. Together, the companies hope to offer a comprehensive platform that can help B2B companies operate more productively, simplify their data and activate audiences through personalized, omnichannel campaigns that drive results.

 According to Michael Bird, EVP and General Manager of Sales and Marketing Solutions at Dun & Bradstreet, acquiring Lattice Engines better positions the company to help its customers better understand and serve its target audiences.

“The result [of the acquisition] will be a 360-degree customer view that combines data and precision AI to easily segment audiences and provide next-best actions, with the key integrations into the downstream activation systems used by our customers to accelerate their sales process,” Bird said in a statement.

Shashi Upadhyay, Co-Founder and CEO of Lattice Engines, added that the acquisition will further help B2B organizations that are looking to simplify their data infrastructure to better understand and engage prospects at target accounts.

“As revenue teams transition to account-based approaches, they are simplifying their data and software stacks so they can focus on orchestrating customer journeys across a diverse range of channels,” said Shashi Upadhyay, Co-Founder and CEO of Lattice Engines, in a statement. “By becoming part of Dun & Bradstreet, we are bringing together the highest quality data with the best platform for our customers.”

]]> (Brianna Ruback) News Briefs Thu, 13 Jun 2019 14:25:50 -0400
Cvent Doubles Down On Mobile Event Technology With DoubleDutch Acquisition Cvent Doubles Down On Mobile Event Technology With DoubleDutch Acquisition

Cvent, an event management software company, announced it has acquired DoubleDutch, a mobile event app provider. Terms of the deal were not disclosed.

With the acquisition, Cvent aims to strengthen its position in the mobile technology industry, as well as enhance its mobile event app and solution capabilities.

“We are extremely excited to add DoubleDutch to the Cvent family,” said Reggie Aggarwal, Founder and CEO of Cvent, in a statement. “By adding DoubleDutch’s industry expertise to Cvent, we accelerate our investment in mobile event technology. We are also proud to welcome the talented DoubleDutch team to our more than 4,000 Cventers worldwide. Together, we will continue to drive innovation in how attendees engage at events.”

]]> (Elise Schoening) News Briefs Tue, 11 Jun 2019 12:56:53 -0400
Microsoft And Oracle Partner To Connect Cloud Capabilities Source: Oracle

Microsoft and Oracle released a new cloud partnership that is designed to help customers run workloads and seamlessly move data between Microsoft Azure and Oracle Cloud.

The partnership, which connects both clouds through network and identity interoperability, is positioned to enable users to run part of a workload within Oracle Cloud and another part within Microsoft Azure. Together, the companies aim to help customers leverage the best of both clouds and provide a one-stop shop for all cloud services and applications needs.

Specifically, the partnership includes:

  • The ability to connect Azure and Oracle Cloud so customers can expand their datacenters on both clouds;
  • Support to run custom applications like Oracle E-Business Suite or Oracle JD Edwards on Azure, while using an Oracle database; and
  • Unified single-sign on and automated user provisioning to manage resources between both clouds.

“Oracle and Microsoft have served enterprise customer needs for decades,” Don Johnson, EVP of Oracle Cloud Infrastructure, in a statement. “With this partnership, our joint customers can migrate their entire set of existing applications to the cloud without having to re-architect anything, preserving the large investments they have already made.”

]]> (Elise Schoening) News Briefs Thu, 06 Jun 2019 09:45:00 -0400
HG Insights Unveils Marketo Integration To Enhance Automation With Technographic Insights Source: HG Insights

HG Insights, a technology intelligence provider, released a new integration with Marketo that aims to help marketers better identify what technology their prospects use to prioritize leads, personalize messaging and accelerate revenue.

HG for Marketo is designed to directly link technographic information to a user’s marketing automation platform, so they can see the specific technologies being used by current and prospective customers. This information positions marketers to:

  • Build hyper-targeted segments based on technographic profiles;
  • Create technographic scores to help sales and marketing prioritize leads for outreach; and
  • Personalize messaging to address prospects’ pain points and challenges in relation to their current tech stack.

The news comes shortly after the company’s rebrand from HG Data.

"Accurate technology insights are critical elements that inform relevant conversations with prospects and customers,” said Kineon Walker, VP of Product and Marketing at HG Insights, in a statement to Demand Gen Report. “Business intelligence from HG Insights will enable marketing teams to better personalize messaging, build trust and develop lasting relationships using the Marketo Engage platform."

]]> (Elise Schoening) News Briefs Wed, 29 May 2019 11:50:20 -0400