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[Webinar] Driving The Ultimate Customer Experience With Predictive Marketing & Personalization

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To view the full webinar, please visit:
http://www.mintigo.com/webinar-driving-the-ultimate-customer-experience-with-predictive-marketing-personalization/

Description:

How Predictive Marketing Powers Real Time Web Personalization

Many B2B marketers have heard the term “predictive analytics,” but when asked to describe how this is used to improve their marketing efforts, very few have an answer. Or, they only think of it as applied to predictive lead scoring built with black box algorithms, leaving them with an arbitrary number that’s meant to reflect how valuable a lead is, but with no explanation as to how it was derived.

Savvy marketers understand that the data and insights that predictive analytics uncover can be used to not only drive the discovery of the most likely buyers, but also be used to create effective, relevant customer experiences.

The result is greater engagement with prospects and customers by offering the right messages to the right audiences in real time.

In this webinar, we explain:

- Why it’s critical to know your ideal customer profile, aka your CustomerDNA(TM)
- How to identify key customer attributes to create targeted customer experiences
- How to develop and launch a data-driven personalization strategy in less than 30 days

About The Speakers:

Tony Yang, Sr. Director of Demand Generation at Mintigo
Tony is the Sr. Director of Demand Generation at Mintigo. As a data-driven marketer with deep experience in the B2B, SaaS, and enterprise 2.0 space, Tony’s career includes marketing leadership roles at several early stage SaaS startups as well as at large enterprises such as IBM. Tony holds an MBA from the Marshall School of Business at University of Southern California, a Masters in Information Systems Management from Keller Graduate School of Management, and BA degrees in both Economics and Chinese Studies from the University of California, San Diego. He is fluent in both English and Chinese. His interests include all things related to inbound marketing, growth hacking, and USC Trojans Football.


Ashley Chavez, Director of Marketing at Get Smart Content
Ashley is the Director of Marketing at Get Smart Content, where she leads the strategy and execution of demand generation and product marketing. She joins the team with more than 8 years of hands-on experience in managing digital marketing and revenue-generating campaigns for industry-leading B2B and B2C organizations. Before joining Get Smart Content, Ashley oversaw marketing operations and demand generation at Revinate, where she managed efforts that made up more than 40% of monthly revenue contribution. Ashley received her BS in Marketing and Database Management at CSU Monterey Bay.

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[Webinar] Driving The Ultimate Customer Experience With Predictive Marketing & Personalization

  1. 1. © 2015 Mintigo. All Rights Reserved. www.mintigo.com Driving The Ultimate Customer Experience With Predictive Marketing & Personalization Presented by: Tony Yang Sr. Director of Demand Gen @tones810 Ashley Chavez Director of Marketing @AshleyMChavez
  2. 2. © 2015 Mintigo. All Rights Reserved. www.mintigo.com HouseKeeping Audio Check Audio is delivered via your computer speakers Please let us know in the chat window if there are audio issues Webinar Replay Available We will send you a recording of today’s session afterwards Ask Questions In The Chat Window Ask questions at anytime & we will answer them during Q&A #PredictivePersonalization
  3. 3. © 2015 Mintigo. All Rights Reserved. www.mintigo.com What is predictive analytics or predictive marketing… and how can it help me? #PredictivePersonalization
  4. 4. © 2015 Mintigo. All Rights Reserved. www.mintigo.com Predictive Analytics: Technology that learns from experience to predict the future behavior of individuals in order to drive better decisions. #PredictivePersonalization
  5. 5. © 2015 Mintigo. All Rights Reserved. www.mintigo.com Mintigo Enterprise Predictive Marketing Platform Our mission is to master data science to revolutionize the way people market and sell. #PredictivePersonalization
  6. 6. #PredictivePersonalization
  7. 7. #PredictivePersonalization
  8. 8. *Source: 451 Marketing #PredictivePersonalization
  9. 9. #PredictivePersonalization
  10. 10. #PredictivePersonalization
  11. 11. #PredictivePersonalization
  12. 12. © 2015 Mintigo. All Rights Reserved. www.mintigo.com One-Size-Fits-All Messaging Only Works On Some *Source: Way Back Machine - http://archive.org/web/. Screen capture of www.leapfile.com circa 2007 #PredictivePersonalization
  13. 13. © 2015 Mintigo. All Rights Reserved. www.mintigo.com More Targeted Messaging & Value Proposition #PredictivePersonalization
  14. 14. Do you really know who your ideal customers are, and what matters to them?
  15. 15. © 2015 Mintigo. All Rights Reserved. www.mintigo.com Buyer Persona Templates – A Framework For Understanding Your Customer #PredictivePersonalization
  16. 16. © 2015 Mintigo. All Rights Reserved. www.mintigo.com More Resources on Developing Buyer Personas #PredictivePersonalization
  17. 17. © 2015 Mintigo. All Rights Reserved. www.mintigo.com *Source: 2015 Demand Gen Report Benchmark Study: What’s Working In Demand Generation “How would you describe your current progress with buyer personas?” #PredictivePersonalization
  18. 18. Challenge Isn’t Lack Of Frameworks or Tools, It’s Lack Of Insightful Data & Understanding Which Ones Matter #PredictivePersonalization
  19. 19. © 2015 Mintigo. All Rights Reserved. www.mintigo.com Identifying Your Ideal Customer Without Enough Of The Right Data Is Like This… #PredictivePersonalization
  20. 20. Current View Of Customers Is Based Only On Data That The Company Tracks Firmo/Demogra phic Signals Behavioral Signals #PredictivePersonalization
  21. 21. Firmo/Demogr aphic Signals Behavioral Signals In reality, there are lots of data “out there” that are better buying signals #PredictivePersonalization
  22. 22. © 2015 Mintigo. All Rights Reserved. www.mintigo.com Identifying Your Ideal Customer Profile With Predictive Analytics 4,000+ indicators for 10M Companies & 100M Contacts Discover Your CustomerDNA™ Closed Won Customers Common indicators or traits shared by customers #PredictivePersonalization
  23. 23. © 2015 Mintigo. All Rights Reserved. www.mintigo.com So instead of just getting this… Company • Job Title • Email • Industry • Revenue • Number of Employees • HQ Location • Activity Data #PredictivePersonalization
  24. 24. © 2015 Mintigo. All Rights Reserved. www.mintigo.com Web Site Content and Techs • Website Content: Host Webinars Offer Complex 1:1 Demo Use Infographics, eBooks, White Papers and Blogs • Website Technology: Ad Services, Live Chat Log-In, SSL • Advertising Technologies: Atlas, Google Adroll, Google Adwords, DoubleClick for Advertisers • CDN Technology: Akamai, Amazon • DNS: Neustar, Amazon, Dyn Company • Is SaaS • Cloud Computing Techs: AWS • Growing Company: Hiring >250 Employees Annual • Location growth: Has Multiple Locations, new locations, distributed workforce, etc. • Company has Call Center • Compliance: SOX, HIPAA, FINRA/FISMA • Mobile: BYOD, Mobile Developers • Has Datawarehouse: Use Oracle OBIEE, SAP Business Objects CyberSecurity • Hiring employees with security clearance, SEIM positions, cyber attack, cyber security, IT security, security certified, etc. positions • Has had a breach, major security event • Iaas, Paas, Saas, eCommerce companies • High compliance requirements, PCI/DSS, HIPPA, Truste, etc. Competitors & Partners • Using Web Conference Tools: Cisco Webex, Citrix GoToMeeting • Webinar/Webcasting Tech: On24 • Web Analytics Technologies: WebTrends, Optimizely, CoreMetrics, WordPress Stats, ClickTale • Customer Experience: Foresee Integrations & Partners • CRM: SalesForce, Siebel, Netsuite, MS Dynamics • CMS Technologies: SiteCore, Joomla, WordPress, Drupal • Using Collaboration Tool: Sharepoint, Jive, Atlassian, Jira • Marketing Automation: Marketo, Eloqua, Pardot, Eloqua, HubSpot, ExactTarget • Email Services: Dyn, Rackspace, icontact, Symantec cloud, McAffee SaaS, madrill, mailchimp …you can get this.
  25. 25. Example of actionable insight After the initial implementation, Neustar found that there was a 99% correlation between purchasing an SSL certificate and the purchase of one of their product lines. As a result, Neustar set up a strategic partnership with the top SSL provider.
  26. 26. © 2015 Mintigo. All Rights Reserved. www.mintigo.com 4 Layers Of Data To Build Your Ideal Customer Profile #PredictivePersonalization
  27. 27. © 2015 Mintigo. All Rights Reserved. www.mintigo.com 1. Firmo-/Demographic Data • Gives you basic profiling info • Ex: industry, job title, location, etc. • Get these from form fills, in your marketing automation, CRM, LinkedIn, 3rd party data sources (e.g., ZoomInfo, Data.com, etc.) #PredictivePersonalization
  28. 28. © 2015 Mintigo. All Rights Reserved. www.mintigo.com 1. Basic Firmo-/Demographic Data 2. Behaviorial/Activity Data • Helps you understand interests that can point to potential needs • Ex: content downloads, webinar registration/attendance, email clicks, page visits, etc. • Get these from your marketing automation, CRM, Google Analytics, your product usage data #PredictivePersonalization
  29. 29. © 2015 Mintigo. All Rights Reserved. www.mintigo.com 1. Basic Firmo-/Demographic Data 2. Behaviorial/Activity Data 3. Exogenous Account & Contact Data • Deeper level understanding of company-level needs & buying center characteristics • Ex: complimentary or competitive technologies used, org structure, hiring trends, etc. • Try tools such as Builtwith.com or Ghostery, LinkedIn’s advanced search (keywords + company), some 3rd party data vendors can provide (e.g., D&B/Netprospex, etc.) #PredictivePersonalization
  30. 30. © 2015 Mintigo. All Rights Reserved. www.mintigo.com 1. Basic Firmo-/Demographic Data 2. Behaviorial/Activity Data 3. Exogenous Account & Contact Data 4. Exogenous Intent Data • Identifies potential buying intent • Ex: interests in topics your product addresses, access to reviews & social validation, etc. • Can get from customer queries from search & social (e.g. Twitter Analytics, Facebook Graph Search), content syndication tools, etc. #PredictivePersonalization
  31. 31. Current State of Personalization #PredictivePersonalization
  32. 32. 3 3 Confidential © 2015 Get Smart Content What is Personalization? Leveraging behavioral, demographic or firmographic data to create more relevant digital experiences and drive conversions. Source: Forrester, 2014 #PredictivePersonalization
  33. 33. 3 4 Confidential © 2015 Get Smart Content Why personalize? “74% of consumers get frustrated with content, offers, and ads irrelevant to them.” Source: Janrain, 2013 #PredictivePersonalization
  34. 34. 3 5 Confidential © 2015 Get Smart Content Too Focused on Email 0 10 20 30 40 50 60 70 80 90 100 Other SMS Search Engine Marketing Social media Offline Website Email Source: eConsultancy, 2015 Through which channels do marketers personalize? #PredictivePersonalization
  35. 35. 3 6 Confidential © 2015 Get Smart Content According to DemandGen Report’s “The 2014 B2B Buyer Behavior Survey,” after web search, vendor web sites are the leading choice for both the second and third source among buyers. Source: DemandGen Report, 2014 Most Critical Channel – The Website What were the first three sources of information you used when you began your solution research, in order of importance? #PredictivePersonalization
  36. 36. 3 7 Confidential © 2015 Get Smart Content “74% of B2B buyers told Forrester they research half or more of their work purchases online.” Source: Forrester, 2014 Most Critical Channel – The Website #PredictivePersonalization
  37. 37. 3 8 Confidential © 2015 Get Smart Content Looking to Improve Source: eConsultancy, 2015 #PredictivePersonalization
  38. 38. 3 9 Confidential © 2015 Get Smart Content Long-Term Benefits “By 2018, B2B companies who craft personalized experiences will outperform those who don’t by 30 percent.” Source: Gartner, 2014 #PredictivePersonalization
  39. 39. 4 0 Confidential © 2015 Get Smart Content Delivering Quality CX “Brands that consistently ranked as customer experience leaders delivered a return three times higher than the S&P 500.” Source: Forrester, 2014 #PredictivePersonalization
  40. 40. 4 1 Confidential © 2015 Get Smart Content Delivering a Consistent CX Source: Forrester 2014 #PredictivePersonalization
  41. 41. 4 2 Confidential © 2015 Get Smart Content Creating Relevant Offers “Fifty-eight percent of marketers [using relevant offers] reported an increase in conversions by 5 percent or more as a result of using relevance tactics.” Source: Forrester, 2014 #PredictivePersonalization
  42. 42. How to Personalize using Customer Data #PredictivePersonalization
  43. 43. 4 4 Confidential © 2015 Get Smart Content Learn from B2C “Transactions by themselves are not enough to hook customers; you need more. B2C figured that out long ago.” Source: Executive quoted by Forrester, 2014 #PredictivePersonalization
  44. 44. 4 5 Confidential © 2015 Get Smart Content Ex: Amazon Relevant Offer Personal Recommendations Personal Content #PredictivePersonalization
  45. 45. 4 6 Confidential © 2015 Get Smart Content Ex: Amazon No Offer General Content General Recommendations #PredictivePersonalization
  46. 46. 4 7 Confidential © 2015 Get Smart Content Customer vs. Prospect #PredictivePersonalization
  47. 47. 4 8 Confidential © 2015 Get Smart Content Customer vs. Prospect #PredictivePersonalization
  48. 48. 4 9 Confidential © 2015 Get Smart Content Use Case
  49. 49. 5 0 Confidential © 2015 Get Smart Content Use Case
  50. 50. 5 1 Confidential © 2015 Get Smart Content Industry
  51. 51. 5 2 Confidential © 2015 Get Smart Content Industry
  52. 52. © 2015 Mintigo. All Rights Reserved. www.mintigo.com Mapping Out Customer Experience Marketing Through The Funnel For Each Persona TOFU MOFU BOFU
  53. 53. © 2015 Mintigo. All Rights Reserved. www.mintigo.com Mapping Out Customer Experience Marketing Through The Funnel For Each Persona TOFU MOFU BOFU *Source: “The SiriusDecisions Product Messaging Map Framework”. SiriusDecisions Research Brief
  54. 54. © 2015 Mintigo. All Rights Reserved. www.mintigo.com Mapping Out Customer Experience Marketing Through The Funnel For Each Persona TOFU MOFU BOFU Website/LandingPages/ CustomerCommunities Channels SocialSocialSocial *Source: “The SiriusDecisions Product Messaging Map Framework”. SiriusDecisions Research Brief EmailEmailEmail Conferences/Tradeshows AdsAdsAdsAds
  55. 55. 5 6 Confidential © 2015 Get Smart Content Stage in Buyer’s Journey
  56. 56. 5 7 Confidential © 2015 Get Smart Content Stage in Buyer’s Journey
  57. 57. 5 8 Confidential © 2015 Get Smart Content Key Data
  58. 58. © 2015 Mintigo. All Rights Reserved. www.mintigo.com Q&A
  59. 59. © 2015 Mintigo. All Rights Reserved. www.mintigo.com 3 Ways To Learn More: 1 2 3 Predictive Marketing eBook mintigo.com/resources or email: tony@mintigo.com Come See Us At SiriusDecisions Summit 2015 May 12-15 Nashville, TN Register at: sdsummit2015.com/ Guide To Personalization email: achavez@getsmartcontent.com
  60. 60. © 2015 Mintigo. All Rights Reserved. www.mintigo.com THANK YOU! Tony Yang Sr. Director of Demand Gen @tones810 tony@mintigo.com Ashley Chavez Director of Marketing @AshleyMChavez achavez@getsmartcontent.com

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