With over 40 marketing tools and systems in its stack, Extreme Networks inevitably faced some challenges with siloed data. Director of Marketing Technologies, Paul Green, was brought on to play a “system integrations” role and break down those barriers to drive efficiency in the organization. In this episode, Paul and Mike talk through the journey of getting company buy-in, growing adoption, pilot iterations, and eventually reaching a point of success with Intent data. Next on the docket for Part 2? Taking pilot results and putting them into production.
Note: This is the first of a two-part episode.
Paul brings more than 20 years of technology marketing experience to Extreme Networks where he currently serves as Director, Marketing Technologies. Paul leads the strategy for budgeting, planning, enablement and optimization of Extreme’s Marketing Technology Stack.
- Playing a systems integration role: take data and insights from various providers and maximize their use
- Addressing data silo challenges that come with having numerous tools
- Getting started with Intent data and selling it within the organization
- How Paul and his teams overcame and adjusted after initial data pilot failures
- Aligning Intent topics that are relevant to go-to-market campaigns companywide
- Changing the dynamic within Extreme Networks, and seeing pilot success
- Performing a Historical Buyers Journey Analysis to guide and validate Intent topic selection
- How Intent data plays the role as a piece in the overall puzzle
- The elements of an Account Intelligence framework
- The numbers behind a total addressable market
- Validating Intent data across various project implementation phases
- Specific Company Surge® Intent data use cases amongst business users
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