032 | Predicting Your Customer's Needs with Real-Time Data with Bill Odell of Aerospike | Studio CMO - a podcast by Golden Spiral, Shaping Technology Marketing
from 2020-12-03T15:00
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The Episode in 60 Seconds
It's one thing to think you know your customer. It's another thing to create a marketing message that grows and changes as your customer does.
In this edition of Studio CMO, we talk about:
- The privacy challenges of data gathering
- Has email marketing run its course?
- What is an MQL in our data-rich world?
- Programatic solutions for marketing messages
- How your understanding of the buyer's journey changes the data you gather and then is changed by what you gather
Our Guest
Bill Odell is the CMO of Aerospike who strives to build next-generation data systems for their customers. Bill has spent over 25 years in the trenches launching new products, building businesses, and leading high performance marketing organizations. He is passionate about helping educate customers on how to apply new technology solutions that help drive transformative business outcomes. Bill has held executive positions at Cisco, Dell Software and SonicWall as well as multiple category-creating growth stage B2B technology companies.
Show Notes
In 2012, researchers at Harvard said, "Data is the new oil."
Bill Odell believes that realtime data is truly the new oil.
Email marketing might be running its course because LinkedIn and social media are becoming more of the way that we engage with people. But how do you do it contextually and appropriately? — Bill Odell
Privacy matters surrounding data gathering for companies with an online presence have become more complicated in the last two years. Find out how and when your company needs to comply with GDPR and CCPA with these articles:
GDPR for B2B Tech: Sales and Marketing Tips You Need to Know
Does CCPA Apply to B2B? What You Need to Know
CCPA Penalties Target SaaS & Digital Marketing
There is a standard Marketing Qualified Lead (MQL) methodology. If they do X plus Y plus Z, they're scored and we make a phone call, send them an email, or perhaps an InMail on LinkedIn. But what if you could also look at their activity off your site? That gives you a better signal. You can truly determine if the lead is worth your time. Because the truth of the matter is the number of MQLs—that should be your best leads that actually convert is still relatively low. So how do we get it to go higher? Use different kinds of data signals to try to figure out when's the right time to contact. That's a fundamental sea change in marketing. — Bill Odell
Tools Discussed
Wouldn't you rather put your ad in front of the right person at the right time and the right place. But underneath that is an engine that has to be able to deal with massive amounts of data. So as marketeers, as we think about choosing ad platforms, you've got to really understand that not all ad platforms are the same and you want to go with the ones that actually know how and can deal with massive amounts of data and can prove that they can target and deliver your ad at the right time at the right price to get the right yield. — Bill Odell
What defines us, isn't our name and our title and our company, right? What defines us is a whole bunch of information, right? It's where we spend our time. What do we enjoy? What do we purchase? Where do we purchase things from? You know, the companies that are figuring this out, spend a tremendous amount of time, building a very comprehensive profile store. How well you can build the profile store on a bunch of attributes that go beyond name, title, and company. But how do you keep that contextual? Because we move around, we change, we age, we get married and we have kids. And so in order to do any kind of AI- or ML-driven application, it comes down to the data models and those data models are as good as the amount of data you can feed them and how fast you can refresh the models. — Bill Odell
Data +
profile store +
frequency of changes +
AI
= best decision at the moment it matters
Information About the Buyer's Journey
Don’t Leave Your Users Behind: Mapping The B2B User Experience
How To Optimize Your Messaging & Content for the B2B Buyer Journey
Embracing The Digital Revolution: The New B2B Buyer Journey
Understanding Your Customer
The Buyer Matrix: Mapping Your B2B Tech Product Features to Market Problems
The Buyer Matrix Doesn't Just Sell Features, It Solves Problems.
Bring Your B2B Buyer Persona to Life: 8 Clues Learned from Studying Fiction
How to Realize a Breakthrough in Content using "The Power of One"
Case Studies from Aerospike
Further episodes of Healthcare Market Matrix
Further podcasts by Golden Spiral, Shaping Technology Marketing
Website of Golden Spiral, Shaping Technology Marketing