4 Reasons Demand Generation Orchestration Requires Great Analytics

By David Crane

Orchestrating the diverse platforms, engagement sources and data types that drive demand generation campaigns is one of the most important – and most difficult – jobs in demand marketing.

Those same eclectic systems must be marshaled to collect the analytical insights necessary for optimizing two critical – and often disconnected – elements of demand generation: paid acquisition marketing processes and customer insights that drive revenue.

As a marketing ops or demand gen practitioner, you’re no longer managing a three-piece band but conducting a demand gen orchestra that can easily turn discordant amid its complexity. You’ve got a great opportunity to fine-tune the inefficiencies of paid acquisition, which is crucial but too often overlooked in favor of inbound marketing. The tuning process starts with analytics.  

In paid acquisition marketing processes, robust measurement provides several big benefits:

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How Much Will Poor Data Integrity Cost You in 2016?

By David Crane

January 5, 2016

While everyone knows marketing data integrity is incredibly important, our industry-wide efforts to address the issue aren’t keeping pace with the proliferation of bad data.

In fact, a recent Ascend2 Research survey (November 2015) found that “Improving data quality” was overwhelmingly the No. 1 “Most Challenging Obstacle to data-driven marketing success.”

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Keeping Up With Marketing Tech: Interview With LeanData CMO

By David Crane

I recently had a chance to speak with Adam New-Waterson, CMO at LeanData, a marketing tech company creating some really innovative account-based marketing (and sales) solutions.

One of several notable panelist at last week’s Flip My Funnel conference (read a good recap here), Adam’s insightful comments specific to ABM led me to open a dialogue with him about wider marketing-industry challenges. …and, of course, I always like to talk marketing with others who had very unusual paths to careers in marketing.

David: Can you tell us a little about your background and journey to CMO of LeanData?

Adam New-Waterson: I probably have an unconventional background for someone who is the chief marketing officer at a technology company.

I have a bachelor’s degree in fine art photography from Georgia State University. I never even took a marketing class in college. But I fell into a graphic designer position at a public relations firm in my hometown of Atlanta. And while I didn’t think of it this way at the time, that was my first marketing experience because the job included making restaurant coupons, advertisements and sending out blast emails to attract attention for our clients.

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The Closed-Loop Marketing Era [White Paper]

By David Crane

Marketers annually invest billions of dollars in both marketing technology and media in an attempt to more effectively discover and converse with customers, but this attempt is drastically hindered.

Why? Because marketers aren’t leveraging the data garnered from marketing technology (marketing automation, customer relationship management and data management systems) to its full potential.

Actionable customer insights are stymied by disconnected marketing systems and hindered even more by rift between marketing and media investment.

At a time when making lasting impressions with targeted personas gets tougher by the day, marketers strive to ensure they’re generating maximal efficiency and performance visibility.

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7 Tips for Optimizing Account-Based Marketing

By Scott Vaughan

"Companies Don’t Buy, People Do”

Account-Based Marketing (ABM) is all the rage as organizations increasingly deploy strategies to focus on individual companies that are the best fit for their solutions and services. “Single-lead generation” –acquiring one contact at a time from various companies to create an opportunity – is no longer efficient or effective for many marketing orgs.  This is especially true in B2B markets where purchases often involve multiple decision-makers and require lengthy vetting processes.

Historically, this account-focused effort has been led by sales. Today, armed with modern tools and robust data to bring more intelligence to this effort, marketers need to:

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Optimize Your Customer Experience with Standardized Data

By Mary Wallace

July 28, 2015

Are you delivering the optimal customer experience? As Scott Vaughan notes in one of his recent blogs, it’s a topic of utmost importance to CMOs

Delivering an award-winning customer experience requires a holistic effort that transcends marketing – it involves the entire organization. Customers need consistent, accurate and targeted communication across the entire purchasing lifecycle.

Marketing often holds a significant amount of data on every customer or prospect in the pipeline. But to consistently deliver an authentic brand experience, every customer-facing role must have access to that data – from marketing to sales to customer success teams.

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3 Imperatives for Fixing Lead Data Quality: From the Experts

By Scott Vaughan

Poor data quality is an issue that comes up daily in both our internal marketing team conversations and with the hundreds of demand marketing and marketing ops teams we closely work with.

We all know it’s a big challenge, yet many of us still struggle to fix it. Why? Because it’s a never-ending quest to get it right and maintain high levels of data accuracy and integrity. 

The good news is there are automation solutions and very clear practices you can deploy to address dirty data challenges that negatively impact customer experience, undermine sales partners’ trust and hamstring your ability to deliver optimal results from your marketing programs.  

This past week I reviewed a few key articles from data experts for a kick in the butt to get out in front of the dirty data issues. It’s a call to arms to proactively implement measures to prevent bad data where possible and manage the health of our prospect and customer data on an ongoing basis.

Here are three solid reads – from Forrester Research, Sirius Decisions and our own Integrate Data Quality Index – that I hope will spark some ideas and provide inspiration to tackle the poor data quality issue in your organization.

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Lead Velocity: Why It Matters, What to Measure & How to Boost

By David Crane

Lead (or data) velocity is a marketing metric that’s quickly gaining popularity among Marketing Ops and Demand Gen practitioners. And it’s understandable why. Lead velocity is a gauge of several fundamental marketing objectives: sales-marketing alignment, customer experience and marketing-attributed revenue.

We’ll get into much more specific definitions and how to measure velocity later in this post.  At a high level, lead velocity is about speed (e.g., the time it takes for a generated contact to become sales-qualified lead) and conversions rates (the percentage of leads that convert through various points in the customer acquisition funnel).

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Your Best Marketing Data Provider May Be Right Underneath Your Nose

By Scott Vaughan

Data is today’s marketing currency. We harvest it wherever we can – via paid, owned and earned media. And this harvesting is facilitated by numerous tech and services providers: known-data appending plug-ins like Dun & Bradstreet and Social123; anonymous data marketplaces such as (Oracle) BlueKai; and currently the hottest of the data sources, predictive analytics providers such as Lattice Engines and 6Sense.

But what’s almost always neglected in the marketing data discourse: the media companies that have been generating traffic, prospects and customers for marketing clients for years.

Marketers shouldn’t neglect these sources and their evolving capabilities. Top-tier media companies aren’t the “lead-gen sources” of old – they’re the “data-gen providers” of tomorrow.

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Always Be Testing: a 905-Word Guide to Better Marketing

By David Crane

As marketing continues to evolve, marketers who continually test new, creative ideas and technologies will prevail over those who don’t. This is also true of the organizations that foster such creativity among their marketing practitioners.

It’s true – marketing is becoming more scientific every day, but anyone who believes that this in any way indicates a shift away from creativity is blatantly wrong. Great scientists are creative, and marketers should always keep this in mind.

Continuously testing new ideas in creative ways doesn’t just unveil winning marketing tactics, it also keeps us and our teams from gradually falling into the “we’ve done it this way forever” mentality. And any marketer who’s spent enough time in the industry understands how devastating this way of thinking can be.

So here are a few things I constantly remind myself so as to not to fall into a pit of self-satisfied complacency.

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