There is a massive explosion of product marketing data today, derived from IT mega trends such as SaaS, Cloud Computing and Mobility. While this has created spectacular demand generation opportunities for marketers who can analyze, score and leverage buyer interactions, it also poses a daunting challenge—How to integrate product marketing information across disparate channels to understand customers, observe how they buy and create the optimum experience.
Companies now need to manage a wide array of product marketing and buyer demand generation technologies that are not necessarily designed to connect together. When a tool is upgraded or an API is changed, it can disrupt a company’s entire buyer data collection system. A whopping 500 billion dollars a year is being spent to trying to solve this problem.
On this episode of Moneyball for Marketing, Mahau Ma shares some examples of how this problem manifests itself, including:
Mahau Ma is the VP of Marketing at MuleSoft, which just garnered an additional $50 million in venture capital financing, bringing their total to over $130 million. MuleSoft is the number one integration platform for connecting any application, data service, or API on premises and in the cloud. Mahau previously held roles at TIBCO, Trinity Ventures and McKinsey & Co. He graduated magna cum laude from Harvard University with a degree in Economics.
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.