Scott McNabbVice President, Sales, Enterprise SouthOracle Marketing CloudNewest and fastest growing SaaS

Executive confidence in marketing?

* 77% of Marketers use awareness as their measure of effectiveness,* Marketers mistake Engagement for Conversion* Engagement metrics: open rates, page visits, tweets, impressions, Likes* Revenue targets...

How do marketers position themselves as close to revenue as possible?

* The further away you get from Revenue the larger the target on your back becomes.* Conversion metrics and being able to track from engagement through funnel entry and then through lead to opportunity conversion noting engagement all along the way. * Attribution vs. influence becomes a “Possible” discussion.* marketers are drowning in a sea of activity.

Combining data sets & creating models to reach the bigger audience that act like best customers?

* The world has changed from list builds and 1 st party CRM data, to now the need to combine first party with 2nd and 3rd party…

How does Marketing get and maintain a seat at the boardroom table?

* Marketers tend to use marketing speak.* Don't tend to build ICP (Ideal client persona)* We can now look at the IPC and compare that to a money conversion event, as opposed to brand centric.

How to deal with a CEO who is a clueless when it comes to digital...

* 73% of CEOs say their CMOs lack business credibility. * CFO has tools like ERP, Account system. It's about $* Chief Rev. officer has close rates and deal value* CMOs haven't had $ metrics.* Put markers in place that describe successful marketing. Must be able to clearly articulate "What's the value of marketing to this company?"

How to broker a conversation internally (with different lines of business) about how to build a better model for customer-centricity....

* CMOs have to start working backwards from customer centricity. * Educate about how customers see the world and how we, as a business, can align with the customer.* CMOs have to get better at describing marketing contribution to revenue* Technique, tactics are really 4th in the line of discussion.* "Arts and crafts' marketers, brand marketers, need to arm themselves with the science.

Defining TermsAdtech

* Traditional display ads that now know more about you. The Unique visitors.* Previously the world of agencies.

Martech

* Outbound against a named visitor.* email marketing, etc.