Track: Making Data Meaningful

Cummins is a 100-year-old engineering multinational – the world’s largest manufacturer of diesel engines, with 69,000 employees operating in over 190 countries.

But, with top-down pressure from Finance to justify budgets, and bottom-up demand from Sales for increased support, measuring the commercial ROI of each campaign became Marketing’s #1 priority.

Join us for an honest account of Cummins’ three-year journey to win hearts and minds, leap hurdles with data and martech, and help marketers create business value, in one of the oldest and largest industrial B2B brands in the world.

This live case study, presented by Cummins and their marketing agency, Bray Leino, will lift the lid on the process, share lessons learned and give you first-hand advice on how to:

• Create an ROI model for measuring the full-funnel commercial value of campaigns
• Use Objectives and Key Results to transform the conversation with stakeholders
• Deploy CRM to deliver lead scoring and lead nurturing to increase the quality of MQLs