AMA: Splunk Director, Americas Field Marketing; Industries, Commercial and Latin America, Melissa Perez on Digital Marketing Strategy

We have seen a huge success with experience events across the Americas. An experience event always includes a brief thought leadership discussion and then will lead into a fun activity. This will allow our sales teams to exclusively target their accounts for progression in the sales cycle. Our sales advisory team is instrumental for speaking at these events and connecting with our customers. Experience events for us include: Sporting Events Roundtable Dinners (with some sort of tasting, food pre ...Read More

Hopefully it never comes to this, however we know that sales and marketing can become misaligned every once in awhile. :) The first step to succeed is to make sure that your marketing leader and sales leader have trust in each other and can have candid conversations about goals and how to help each other. Clear strategies make it easier to use data to become more aligned. Restate your strategies so it is clear on what the teams want to accomplish. Set clear expectations on what you want to measu ...Read More

Ahh, leads falling off, what a fun topic. We work very closely with our marketing operations team on our sales reporting (Marketing Contributed Pipeline). One of our comparison reports shows the lead numbers for our marketing tactics quarter over quarter and year over year. This comparison report is invaluable to look back and see where incoming leads are falling off by tactic type. From here, we take a few approaches. 1 - We meet with our digital sales team to talk about the lead flow by the ta ...Read More

Growth marketing is the practice of attracting new customers, engaging your customers with content and generating revenue for your organization. Using data is key as you need to evaluate your marketing channels for the right mix and level of content for your audience. An alignment with sales and customer success is key to make sure your campaigns are aligned to sales targets and renewal goals. Our growth marketing team partners with our corporate events, campaigns, sales advisory, industry exper ...Read More

Pipeline and scoring are huge for us. However, when a lead is not qualified or not moving through our channels, we take a few approaches. 1- We take our colder leads and put them into a nurture campaign based on their behaviors. This will give them engaging content to hopefully pass that lead score and help them be a warmer lead for our sales team to present the use case most relevant based on their behavior. 2- We also send our customers our getting started webinars and hands on workshops if we ...Read More