How GE Digital Marketing Stays Lean and Goes Fast

How GE Digital Marketing Stays Lean to Go Fast

#B2BSummitApril 29-30, 2015 | AT&T Park, San Francisco, CA

Holly BoundsDigital Strategy Leader, GE Energy Management@hollymbounds

©2015 Copyright Demandbase, Inc. Demandbase Confidential.

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Agenda

Background

2014 key learnings

2015 plan

Plan in action


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“A brief history of time” ~ Stephen Hawking

GE Energy Management

GE Digital Energy

GE Energy

Consulting

GE Intelligent Platforms

GE Industrial Solutions

GE Power

Conversion

• 1 web site (homegrown platform)

• Marketing automation

• Google analytics

• eCommerce portal

• 3rd party call center

• Web content embedded in another site

• 2 web sites (agency platform)

• Marketing automation (Marketo)

• Google analytics

• 32 web sites (various platforms)


• Omniture• eCommerce

portal

• 1 web site (agency platform)

•Web content embedded in another site

LPrevious state

GE Energy Management

GE Digital Energy

GE Industrial Solutions

GE Intelligent Platforms

GE Energy

Consulting

GE Power

Conversion

• 1 web site (homegrown platform)

• Google analytics• Demandbase

analytics• eCommerce portal• Marketing

automation• 3rd party call

center (Televerde)

• 1 web site (Drupal) on AWS (Acquia)



analytics• Lift




analytics• Internal demand

response call center

• Lift

• 32 web sites (Drupal) on AWS (Acquia)


• Google analytics• Omniture• Demandbase

analytics• eCommerce portal• Lift




analytics• eCommerce portal• Lift

•1 web site (Drupal) on AWS (Acquia)Current state


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“Where are you going, where have you been?” ~Flannery O’Connor


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2014 learnings

Focus: quality, not quantity

Alignment: programs/campaigns support company’s strategic objectives

Analytics: must be able to track leads through the full sales cycle; no quantifiable ROI…no funding

Sales buy-in: on the road, pulled in many directions, don’t want to spend more time in a tool than necessary… demonstrate WIIFM to drive adoption of lead process


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2015 plan

Focus: work with 2 P&Ls

Alignment: 3 programs that align with company/ commercial strategic objectives

Analytics: Marketo + SFDC integration tracks leads through full sales cycle… possibly integrated w/SAP EOY

Sales buy-in: share vision/strategy/expectations/content early with sales team; provide time for feedback and adjustments based on their input; train only the sales people assigned to each campaign on “convert” process


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“This section contains forward-looking information.”


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Key accounts

Focus: good customer with significant growth opportunity to grow share of wallet

Alignment: programs/campaigns support company’s strategic objectives AND add value to the customer

Analytics: Demandbase via Google analytics illuminates products viewed, forms capture interest, SFDC tracks leads

Sales buy-in: briefed key account manager on vision, shared value-added ideas, solicited feedback, adjusted plan

… then learn and scale


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Sample key account home page


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Key industries/sub-industries

Focus: industry or sub-industry where we have portfolio breadth and an opportunity to grow

Alignment: programs/campaigns support company’s strategic objectives AND add value to customers in that industry

Analytics: Demandbase via Google analytics illuminates which companies are visiting, the products viewed,

Sales buy-in: briefed industry sales team on vision, brought in marcom to develop content, demonstrate alignment

… then learn and scale to other industries/sub-industries


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Sample analytics to inform program

Note: all data is altered to protect privacy


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Sample key market page

Holly Bounds

Digital Strategy Leader

GE Energy Management [email protected]

+1 (678) 708-5498

@hollymbounds

www.linkedin.com/in/hollymbounds

mailto:[email protected]

http://www.linkedin.com/in/hollymbounds