Connecting the Dots: Marketing Big Data

Earlier this week we dreamed of having all of the information we need at our fingertips for making the most educated, data driven decisions possible for who and how we go to market.

We made a list of everything we could initially think of to start digging for data. Now that we’ve gotten our hands on a lot of this, we thought we’d share where we found this data and how we are going to adjust collecting information going forward. Here’s the list we created and the data we found -

Current Customer data:

  • New logo wins in 2014

This is an easy find. We went to Salesforce and pulled a report of Closed Won Opportunities. This gave us what we were looking for here.

  • New logo company size, revenue

We used our own Data Quality Manager service here and gathered this info. shameless promotion ahead – if you are looking for a starting place to begin segmenting your leads database, this is a really good place to start.

  • Buyer Persona - who was the key decision maker

We had already pulled this data when we kicked off our segmentation and data clean up effort. So we matched roles and titles as best we could and charted this info.

  • How many personas were involved in the purchase decision

This piece was hard as most of the information was in our Sales’ teams head, not Salesforce. We asked for as much help as possible here, explaining along the way the value of marketing having this information for more targeted programs going forward.
LESSON LEARNED: We’re now going to look at adding or adjusting fields in Salesforce to collect this information.

  • What did they buy

This piece was not easy either. We sell solutions, breaking those solution down to see all of the parts is a struggle.
LESSON LEARNED: We need to work with sales, support and accounting to figure out a better way to track this stuff. Imagine being able to just slice and dice the data.

  • What was deal size - below or above average?

The first report we pulled from Salesforce has this information.

  • How long did sales cycle take

For this we had to pull data from both Marketo and Salesforce. We wanted to understand our first touch point and as many engagements as possible between that moment and us closing the deal. Lots of data crunching here but the information is there.

  • Were we able to pitch additional solutions

Again, we had to survey our Sales team on this one.
LESSON LEARNED: Add new fields in Salesforce for capturing this information

  • Did they buy more than once

Accounting helped us out here. Their data is always nice and organized.

  • What is the opportunity potential for each new customer (cross sell/upsell conversations)

Not a lot of clarity here, we have lots of work to do here. We need to make sure we all understand the customer life cycle and how we market and sell to that.

  • Any Customer Support information/requests

Back to Salesforce for this, turns out Account Managers and Support teams are typically really good at keeping good notes. We still had a lot of story telling here and custom situations.
LESSON LEARNED: We need some type of scale to measure customer engagement through support and account management. And, we need to figure out how we capture the right details so we are able to make better cross sell/up sell program decisions.


  • Lead source
  • What sparked the initial conversation (marketing event, content, social engagement, etc)
  • What marketing did our buyer personas engage with – looking for trends, patterns, opportunities for optimization, communication preferences
  • What contact info do we have on our new customers – email, physical address, social handles, phone number, admin’s info
  • How long between first engagement and opportunity creation?
  • Did we market to them while in active Sales cycle?

All of the Marketing information above can be found in both Marketo and Salesforce. This is beautiful. We are all working from the same information. If you can’t get all of this from both your CRM and Marketing Automation system, get help. Good systems and data can up a marketer’s game overnight.

Did we miss anything?  Did you find any interesting information in your search for getting the right message to the right buyers? Please share what you're learning!

Next up we’ll talk segmentation and aligning the right programs to each buyer in the decision making unit.

ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems.  We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization and predictive marketing better.  Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean and enrich prospect and customer lifecycle data in your business, and do it at your own pace.

To learn more about how ReachForce can help you optimize demand generation and your impact on revenue, check out our real-time web form enrichment demo, or request a free marketing data diagnostic. Get the power to let data drive marketing and higher performance.

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