How is it that b-to-b marketers have more data sources than ever before, but many are still in the dark about how to reach more of the right prospects? Sometimes the sheer volume of data can seem overwhelming, but it doesn’t have to be. In fact, with the right processes, skills and tools, many companies are transforming their approach to demand creation and letting data do the work for them.

Marketers need to make decisions in a data-rich environment, where vast amounts of customer data are flowing not only from the company’s internal systems such as CRM, marketing automation and web analytics, but also from external sources such as social, mobile, and other sources that can be found all over the web. But how do you separate the good data that signify buying signals from the noise found in the rest of the data? And what new skills and processes bring them to life?

In this on demand webinar, we hear from thought leaders from LinkedIn, SiriusDecisions and Mintigo on the best strategies for taking a data-driven approach to marketing. They will address key considerations and best practices to answer essential questions around:

• How the explosion of big data and emerging predictive technologies is transforming the marketing discipline
• Examples of marketers at leading companies are effectively utilizing big data & predictive analytics
• Recommendations for preparing your marketing team to become a data-driven organization

About The Speakers:

Russ Glass, Head of Products at LinkedIn

Russ is the Head of Products for LinkedIn Marketing Solutions. He was formerly the founder, president and CEO of Bizo, a B2B audience marketing and data platform, which he led from its founding in 2008 to a $50 million+ revenue run-rate and over 150 employees before being acquired by LinkedIn for $175 million in 2014. Russ is a serial technology entrepreneur, having founded or held senior positions at four venture-backed technology companies. He is also the co-author of the book “The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits”.

Megan Heuer, VP & Group Director, Data-Driven Marketing at SiriusDecisions

Megan is a sales and marketing thought leader with more than 20 years of industry and professional services experience. She leads SiriusDecisions’ Account-Based Marketing (including Customer Experience) and Marketing Operations services. Her best-practice knowledge began when she was a consultant with several leading companies including Satmetrix, Peppers and Rogers Group, and Gartner. She also spent five years as a manager of sales and marketing at Praxair. Megan received an MBA from Cornell University and a BA from the University of Connecticut.

John Bara, President & CMO at Mintigo

John Bara specializes in fast growth marketing with 25 years as an executive in Silicon Valley. Prior to Mintigo, John held CMO and SVP of Marketing roles at companies including XenSource (acquired by Citrix for $500M), Interwoven, Thismoment, and Genesys Telecommunications Labs (IPO, acquired by Alcatel for $2B). John also held a variety of marketing and finance management positions in the microprocessor business unit at Intel Corporation. John holds an MBA degree from Harvard Business School, and a BA from Oberlin College.