From the B2B Content2Conversion Conference, with: Theresa Kushner, Vice President, Enterprise Information Management, VMWare

1. #C2C16
Data-Driven Marketing: Transform B2B
Data For A 360-Degree Customer View
Theresa Kushner, VMWare

2. At VMware, the top sets the direction – Be data-driven!
CONFIDENTIAL 2

3. What is it and why is it important
Why is it complicated for B2B
Where do you start
360-degree customer view

4. Most customer views are really only 180-degree
CONFIDENTIAL 4
Website action
Your Company
Your Customer

5. True 360-degree views -- aided by big data
CONFIDENTIAL 5
Your company’s view Your known competitors
Your unknown competitors
Other activities you can see
Other activities you can’t see

6. Comprehensive customer view aids…
1. Research/analysis
– Purchase patterns, product patterns
– Trends
– Segmentation
2. Promotion
– Campaign targeting/selection
– Cross-sell/up-sell
– Reactivate dormant/lost customers
3. Measurement
– Campaign results
– ROI, optimize marketing investments
– Lifetime value, Managing customer
CONFIDENTIAL 6
B2B data-driventechniques
Segmentation
Penetration analysis
Profiling
Modeling
Targeting/campaign selection
Recordingresults of marketing
activity

7. What is it and why is it important
Why is it complicated for B2B
Where do you start
360-degree customer view

8. B2B data adds complexity to any customer view
• Hierarchical data adds complexity
– Enterprise
– Headquarters
– Site
• One-to-many relationship of contacts to the company level
• Contacts need to be maintained based on their role in the
decision process
• Transaction data and “decision” data may be very different
– P.O.’s, ship to and bill to addresses
– Business vs home contacts
– Email addresses
• Website hits and other unstructured data are not easily
related to company or contact

9. Data comes from many outlets in B2B world
What you can buy
Account name, address
Contact(s) information
Parent company + link
SIC or NAICS
Year started/founded
Public v. private
Revenue/sales
Employee size
Credit score
Fiscal year
What you have to assemble
Purchase history
Purchase preferences
Budgets, purchase plans
Survey questions
Qualification questions
Promotion history
Service history
Source code
Unique identifier
Web activity
Channel partner
What we really want
Actual titles
Job functions
Levels
Buying role
Global data
Wallet share
Choice, preference, compliance
Propensity to buy
Intent to purchase
CONFIDENTIAL 9

10. What is it and why is it important
Why is it complicated for B2B
Where do you start
360-degree customer view

11. Start with data you have
CONFIDENTIAL 11
Customer Account
Information
Sales
Pipeline/Opportunity
Account Sales
Information
Worldwide view of
customer locations
Service Level
RequestsNPS Scores

12. Allow for views that tell what happened…
CONFIDENTIAL 12

13. And for views of what will happen
CONFIDENTIAL 13

14. Supplement with other sources
• Shared contact databases
generated by sales and marketing
people in B-to-B
• Contact profile data as well as data
management completes D&B
• Contacts generated as look-alikes
from your top accounts.
• Targets markets based on business
activities such as reason for
existing, products provided
CONFIDENTIAL 14

15. Experiment with new, different sources
• Web mining to produce information
on technology installs linked to D&B
• Purchase intent inferred from online
behavior.
• Rich contact profiles based on
business people’s social media
data.
• Auto populate landing page forms
with account data.
CONFIDENTIAL 15

16. Get technical with supplemental IP data
Providers
VisitorTrack
VisualVisitor
Demandbase
Visistat
Profound
WhoIsVisiting

17. Build an environment that gives you access
CONFIDENTIAL 17

18. Use what you collect
Pricing
Channel
ManagementSales
Enablement
Order
Management
Campaign
and
Digital
Marketing
Segmentation
Data and
analytics
serves all of
marketing
Metrics
Management
• ROMI
• Market share
• Tactic analysis
• Channel preference
• Channel performance
• Pricing optimization
• List price
determination
• Propensity Models
• Pipeline analysis
• Cross-sell/upsell
recommendations
• Persona
management
• Cluster analysis
• LTV
• Look alike analysis
• Site/Campaign
optimization
• Targeted Marketing
• Shoppingcart
optimization
• A/B Testing
18

19. Enjoy your data-driven journey!
tkushner@vmware.com
@TKushner
Thank you

20. #C2C16