Enterprise level marketing professionals understand the increasingly vital role of technology in marketing, but often lack the experience and peer support to optimize technology use for growth in their organizations. The question of solving the particularly challenging task of scaling up a global marketing organization made of multiple product lines, countries and account strategies is largely performed by trial and error marketing tactics by marketers with minimal foundation or understanding of marketing technology (martech). Not so, for David Rowe, CMO of enterprise software support company Rimini Street, an unlikely marketer who found his way over to “the good side” by accident, after an early career as an engineer and technologist. In this episode of Moneyball for Marketing, David shares instructive tips on martech tools, best practices and team management that will help you achieve your revenue goals:
Do the math: David breaks down the importance of establishing clear metrics all the way through the funnel, and keeping nurture paths simple. He walks us through the philosophy, marketing tactics and martech tools used for Rimini Street’s 9 product line nurture paths, and reveals a problem that faces many global marketers using made-for-the-USA software.
My generation: Rimini Street’s lead gen department—what David calls “Sales Development”— has a unique methodology to create target groups and maintain accountability, as well as its own custom suite of martech tools. David shares the systems that the “tip of the spear” uses at Rimini Street.
Account Alignment: “If you’re not all rowing together it’s going to create chaos,” says David about sales and marketing alignment. In particular, he talks about account-based marketing tactics and how to articulate a focused, personalized value message to accounts. He also shares what never to do when approaching buyers on LinkedIn.
David Rowe is the Senior Vice President and CMO of Rimini Street, the leading independent provider of enterprise software support. Their award winning support program allows Oracle and SAP licensees to save 50 percent in annual support fees. David leads all marketing and alliance initiatives, product and go to market strategy for Rimini Street’s offerings as well as all aspects of execution including lead generation, demand generation, and marketing communications worldwide.
Read the full transcript here
Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on Twitter, LinkedIn, Google+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.