Turning customer marketing strategy into pipeline growth

Zack Wenthe, Director of Customer Marketing and Thought Leadership at Treasure Data, delves into customer marketing. From understanding the fundamentals of demand generation and demand capture to navigating the evolving landscape of marketing in the digital age, find out how Treasure Data's journey reflects these shifts. Discover the key role of thought leadership in driving demand and assessing brand marketing's impact on your bottom line. Today, Zack discusses turning customer marketing strategy into pipeline growth.

About the speaker

Zack Wenthe

Treasure Data

Zack is Director of Customer Marketing and Thought Leadership at Treasure Data

Part 1 Turning customer marketing strategy into pipeline growth
Part 2Effective brand strategy in a crowded marketplace

Show Notes

02:14

Connecting marketing strategy to business results

In marketing, there are two main focuses: gaining attention and generating demand. Understanding what the end customer needs and wants and providing valuable solutions helps turn marketing efforts into real business results.
03:41

The relation between demand generation and demand capture

Demand capture refers to finding prospects who are in market and getting them to buy into your solution or services offered. On the other hand, demand generation is more on the awareness side, where youre letting people know that your solution exists.
06:28

The evolution of Treasure Datas marketing strategy

Treasure Data underwent a transition from standalone status to corporate ownership and back to independence. This evolution required a renewed emphasis on building awareness, attending conferences, and adapting to the absence of traditional trade shows.
09:41

Redefining Treasure Datas position in the CDP market

Treasure Data raised significant funding to help get them where they needed. As a result, they could get the different teams involved to create a multidisciplinary approach to defining a new category for themselves.
12:02

Taking a quality over quantity approach to MQLs

Treasure Data started to prioritize quality over quantity in lead generation, focusing on sales-ready opportunities rather than lead volume. This strategic realignment aimed to align teams around a new vision centered on delivering high-value opportunities to sales.
13:31

Distinguishing between an opportunity and MQL

RFP issuance serves as an organic qualifier, simplifying lead qualification without the need for complex scoring systems. It streamlines the process by identifying potential leads based on their RFP activity, making it easier for the sales team.
15:12

The evolution of B2B buying habits

Treasure Data prioritizes regional and focused events over large trade shows, recognizing shifts in buyer preferences post-pandemic towards practical solutions. They host educational webinars with demo calls-to-action, incentivizing participation.
17:42

Leveraging thought leadership for demand creation and demand capture

Treasure Data uses thought leadership for demand capture and generation by focusing on market trends, skill enhancement, and financial ROI. So, they tailor content to specific channels and events, such as webinars for discussing trends and workshops for exploring tactical ROI with potential clients.
19:30

Determining the impact of brand marketing on your bottom line

Assessing the impact of brand marketing on the bottom line involves analyzing both direct actions. Using a multi-touch attribution model allows for tracking engagement across different stages of the sales cycle.

Quotes

"There are two buckets that marketing is falling into. You have the attention awareness bucket. The next part is the actual demand generation demand capture side." - Zack Wenthe
"At any given time, there's maybe 5% of your total addressable market or your ideal customer profile… Half of the time, those audiences are not in a position to buy, they're just poking around and learning from you." - Zack Wenthe
"There are 180-plus named CDP vendors now, everything from your largest marketing clouds down to email solutions that have added on CDP capabilities. And so we're not a one size fits all, nobody is." - Zack Wenthe
"It's not how many leads can we generate in a quarter, but how many opportunities we were able to hand to sales that are ready and scored appropriately." - Zack Wenthe
"I found that post-pandemic, buyers look at how they attend things very differently. They're not looking for a lot of glitz and glamour, they want some solutions. They want to make their life easier." - Zack Wenthe
"I think there is a shortage of good, honest education, people who are not presenting education in a sales manner. But truly, here's what we learned. This is what I've done. This is what I've heard, use it as you like." - Zack Wenthe