the business of marketing - maria carballosa [energy digital summit 2015]

The Business of Marketing

Maria CarballosaEVP and Chief Marketing Officer Drillinginfo

§  The new expectations from marketing

§  How to elevate the marketing function to be a driver for growth

§  How to create value for the company

The Business of Marketing

Hello.

Maria CarballosaEVP and Chief Marketing Officer Drillinginfo

Drillinginfo is fundamentally changing oil and gas E&P.

Our solutions enable customers to be competitive, efficient and proactive in a dynamic industry environment

Who We Are

How MarketingUsed to Work

Massive Shift in Marketing

revenue

Aud

ienc

e

Enga

gem

ent customer

journey

conte

nt analytics

Valu

e A

dd

intelligence automation

ROI M

AR

KET

SIZ

ING

Targeted

techn

ology

Dem

and

ge

nera

tion

Sales Funnel

SEO

Marketing Generated Leads

Customer Focus

Customer Pain Points

Comprehensive

Strategy Soci

al

Med

ia

Pipeline Dat

a

Driv

en

Tactics

Digital

Media

Relevance

ads

BR

AN

D

Positioning

CTA

USERS

BUYERS

communication

View

s

Dow

nloa

ds

Opportunities PRODUCTS PROCESS

How do You Succeed?

Know Your Audience and be Relevant

Market Internally and Externally

CEOFinanceSales

Internal Stakeholders

Revenue GrowthReturn on InvestmentConversion RatesCustomer SatisfactionCustomer AcquisitionMarketing PipelineCustomer RetentionLifetime Customer ValueLead QualityEngagement RatesDemand Generation

LogoIdentityTone / Style FontColorCampaignHaloGoodwillPretty PicturesConcepts Logistics

From Overhead to Value Creator

Marketing Speak Business Speak

Measure and Report Results

External AudienceProduct Users

Decision-makers

Influencers

How Are You Solving Their Problems?

Content

Measurement

Insight

Technology

§  The new expectations from marketing

§  How to elevate the marketing function to be a driver for growth

§  How to create value for the company

The Business of Marketing

Discussion