Salesfusion pa webinar_040214


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Salesfusion pa webinar_040214

  1. 1. Using Predictive Analytics in B2B Marketing
  2. 2. © 2014 Salesfusion A few details… • Me: Robert Pease, VP Product Marketing, @RobertCPease, • Event will be recorded for playback later • Questions are encouraged, so please use GotoWebinar’s questions feature and I’ll get to them • Please tweet about this: @Salesfusion & #xxxxxx
  3. 3. Our approach Smart Marketing Automation © 2014 Salesfusion
  4. 4. Our Platform © 2014 Salesfusion • Full-featured marketing automation • CRM integrations with, MS Dynamics, SugarCRM, Saleslogix, Sage CRM, Netsuite • Event integration with WebEx & GotoMeeting • And a whole lot more… Salesfusion
  5. 5. © 2014 Salesfusion What are “Predictive Analytics?” Hype vs. Reality Predictive Analytics encompasses a variety of techniques from modeling, machine learning, and data mining that analyze current and historical facts to make predictions about future, or otherwise, unknown events. - - Wikipedia
  6. 6. © 2014 Salesfusion It’s all about the data… Use data to identify your next customer Customer actions: • Web pages viewed • Emails opened • Emails clicked • Events attended • Forms completed Web information: • Social profiles • People profiles • Company profiles • News Customer information: • Contact details • Lead source • Company name • Industry • Geography • Social presence • Web presence
  7. 7. © 2014 Salesfusion Comparing Lead Scoring Approaches • Requires point-based assignment for activities • Positive and negative points can be assigned • Can be arbitrary/based on opinion • Easy to miss the most important behaviors because “you didn’t think of it” • Difficult to update and refresh over time Traditional – Manual Point Assignment Based on an assumed “Customer Profile”
  8. 8. © 2014 Salesfusion Comparing Lead Scoring Approaches • Scores automatically created & updated over time • Based on activities that led to actual conversions • User behavior • Company profile information • User profile data • Creates a true “Customer Profile” Predictive – Automated Ranking Based on a true “Customer Profile”
  9. 9. © 2014 Salesfusion How it all works together…
  10. 10. © 2014 Salesfusion Getting Started… Building the Data Model CONNEC T ANALYZE UTILIZE
  11. 11. © 2014 Salesfusion The best leads are automatically rated
  12. 12. © 2014 Salesfusion Using Predictive Lead Scores Map to your sales model • Create a “Leads by Score” report in your CRM sorted by Predictive Lead Score then Last Activity • View the hottest leads in the Salesfusion or your CRM as a “Call Down List” • Create an automated email alert when a new hot lead is identified • Vote “thumbs up” or “thumbs down” on score to continuously train the system • Or just close new business and the system gets smarter automatically Sales • See what content, campaigns, and actions actually lead to customer conversions • Create a segmented list based on the score and last activity date for a re-engagement campaign • Create a nurture flow triggered off of predictive lead score • Encourage sales feedback to “vote” up or down the scores assigned Marketing
  13. 13. THANK YOUFrom Salesfusion Robert Pease Vice President of Product Marketing @RobertCPease