What if data could turn marketing insight into revenue?

Challenge:
With eight decentralized divisions around the globe, Hexagon’s marketers struggled with identifying the impact of their work on revenue.

Solution:
Hexagon used Domo to combine its siloed marketing data across divisions for a universal view of marketing’s ROI.

Impact:
Thanks to Domo, sales and marketing leaders across Hexagon are able to better collaborate and make smarter decisions about how and where to invest in marketing.

Hexagon maximizes marketing insight with Domo

Hexagon is a global company with a vision of fusing the physical and digital world together. By providing sensors, software and autonomous solutions to help their customers unlock and leverage the full power of their data, Hexagon aims to empower autonomous, connected ecosystems to drive efficiency, productivity, quality and safety in manufacturing facilities, mines, farms, buildings, and critical infrastructure.

As the Director of Marketing Analytics for Hexagon, Jeff Reese has used Domo to create a global Center of Excellence model across the company’s eight decentralized divisions spanning more than 15 brands. As a result, business leaders across the company are now able to access and leverage what was once siloed data to gain immediate insights and make better decisions for how and where to invest their marketing dollars.

“What we’re trying to do is automate the underlying processes in pulling data from the disparate data sources across the organization so we can better understand how to get the most bang for our buck from marketing,” Reese said.

‍“Our mission is to put all that data in the hands of our marketers so they can spend more time marketing instead of slogging through data.”

Jeff Reese | Director of Marketing Analytics

Working As One

Before Domo, Hexagon’s marketers struggled to identify the influence and impact their work had on the company’s revenue. “Our data was all in silos,” Reese said. “We weren’t able to answer basic questions such as how much marketing contributes to sales.”

“By holistically linking all our data together, we have a true universal view of marketing and its return on investment. Now we can quantify marketing’s influence; it’s opened up a whole new way of looking at the business.”

According to Reese, Hexagon has more than one million accounts spread throughout all its Salesforce instances across its divisions. Because each division is separate, company leaders were previously unable to look at the business holistically. By bringing all their Salesforce data together in Domo, Hexagon can now identify overlaps in accounts so that divisions can utilize a joint sales approach and identify additional sales opportunities.

“I sat down with our Chief Operating Officer to go over this and he was blown away,” Reese said. “For example, we were able to identify that we had exposure to one major customer over four different divisions, which will allow us to explore the possibility of providing a Hexagon-branded offering instead of four separate division-brand offerings.”

“That’s something that no one at this company has ever been able to have the insight into that we were able to expose.”

Working smarter to work harder

Thanks to Domo, sales and marketing leaders across Hexagon are able to better collaborate and make smarter decisions about how and where to invest in marketing. For example, one marketing leader used Domo to identify that only a small percentage of their marketing-qualified leads were being read by their sales teams. Rather than continue to spend money creating leads that wouldn’t be followed up on, this enabled the leader to work with sales to better understand their requirements.

Another marketing leader uses Domo to analyze competitive data for social media engagement. They discovered that one competitor had nearly ten times the engagement over Hexagon’s content, allowing the Hexagon social marketing team to analyze opportunities for improving their content length and cadence in order to increase engagement.

Reese believes that their most significant win so far with Domo has been their ability to create a multi-divisional event dashboard that allows Hexagon to understand which events are worthy of their time and investments. This allows marketing leaders to better understand not only the lead activity generated by each event, but the cost per lead compared to closed value so they can decide which events to attend in the future.

“We were able to determine that one event had a cost per lead that was 24X higher than another, but only resulted in generating 1/5 as much in opportunities,” Reese said. “Before Domo, we would just go to an event because we’ve always gone to that event. No one ever really looked at it from a cost-benefit analysis.”

With Domo, Hexagon now has a single source of truth across all its business activities so that it can spend its marketing dollars more effectively.

‍“In business today, you can’t survive without better understanding. Having data is critical to making better decisions.”

Jeff Reese | Director of Marketing Analytics