HOW	
  TO	
  INCREASE	
  B2B	
  
DIGITAL	
  MARKETING	
  ROI	
  	
  
USING	
  PREDICTIVE	
  
INTELLIGENCE	
  
ZAK	
  GARNE...
ZAK	
  GARNER	
  
Zak	
  is	
  a	
  dedicated	
  markeHng	
  professional	
  with	
  
experience	
  across	
  B2B	
  and	
...
WHAT	
  ARE	
  WE	
  DISCUSSING	
  TODAY?	
  
1.  Why	
  PredicNve	
  Intelligence?	
  
	
  
2.  Applying	
  PredicNve	
  ...
DATA	
  FUELS	
  NEW	
  CAPABILITIES	
  IN	
  B2B	
  MARKETING	
  	
  
4	
   ©	
  6Sense	
  COPYRIGHT	
  01/2013	
  PROPRI...
PROSPECTS	
  ARE	
  SELF-­‐EDUCATING	
  
5	
  
Prospects	
  are	
  nearly	
  60%	
  of	
  the	
  way	
  through	
  their	
...
ABM	
  AND	
  B2B	
  DIGITAL	
  SPENDING	
  ARE	
  ON	
  THE	
  RISE	
  
6	
   ©	
  6Sense	
  COPYRIGHT	
  01/2013	
  PROP...
YET,	
  B2B	
  AUDIENCE	
  TARGETING	
  STRATEGIES	
  ARE	
  OUTDATED	
  	
  	
  	
  
7	
   ©	
  6Sense	
  COPYRIGHT	
  01...
WHICH	
  50%	
  ARE	
  YOU	
  WASTING?	
  
8	
   ©	
  6Sense	
  COPYRIGHT	
  01/2013	
  PROPRIETARY	
  AND	
  STRICTLY	
  ...
THIS	
  BRINGS	
  US	
  TO	
  PREDICTIVE	
  INTELLIGENCE	
  
9	
  
Combine	
  buyer	
  profiles	
  with	
  buyer	
  behavio...
PREDICTIVE	
  INTELLIGENCE	
  ELIMINATES	
  MARKETING	
  
WASTE	
  AND	
  CREATES	
  NEW	
  AUDIENCE	
  INSIGHTS	
  
10	
 ...
WHICH	
  GIVES	
  YOUR	
  SALES	
  TEAM	
  AN	
  UNFAIR	
  ADVANTAGE	
  
“Predic4ve	
  intelligence	
  allows	
  you	
  to...
AND	
  GENERATES	
  THE	
  ROI	
  YOU	
  NEED	
  
12	
   ©	
  6Sense	
  COPYRIGHT	
  01/2013	
  PROPRIETARY	
  AND	
  STRI...
PREDICTIVE	
  INTELLIGENCE	
  &	
  B2B	
  MARKETING	
  	
  
13	
   ©	
  6Sense	
  COPYRIGHT	
  01/2013	
  PROPRIETARY	
  A...
©	
  6Sense	
  COPYRIGHT	
  01/2013	
  PROPRIETARY	
  AND	
  STRICTLY	
  CONFIDENTIAL	
  14	
  
TAKE	
  ADVANTAGE	
  OF	
  PREDICTIVE	
  INTELLIGENCE	
  
15	
  
Seamless	
  applicaNons:	
  Push	
  to	
  call	
  center,...
ACTIVATE	
  DATA	
  ACROSS	
  WEB	
  ACTIVITIES	
  
PredicNve	
  
Intelligence	
  
Call	
  Center	
  
Scripts	
  
ProspecH...
©	
  6Sense	
  COPYRIGHT	
  01/2013	
  PROPRIETARY	
  AND	
  STRICTLY	
  CONFIDENTIAL	
  17	
  
DEEP	
  DIVE:	
  INCORPORA...
COMPANY-­‐TARGETED	
  DISPLAY	
  ADVERTISING	
  
18	
  
•  Segment	
  and	
  personalize	
  
•  RelaHonship	
  to	
  your	...
COMPANY-­‐	
  AND	
  CONTACT-­‐TARGETED	
  SOCIAL	
  MEDIA	
  
19	
  
•  LinkedIn	
  is	
  only	
  network	
  for	
  
comp...
WEB	
  SITE	
  PERSONALIZATION	
  
20	
  
•  Connect	
  PredicHve	
  Intelligence	
  
with	
  CMS	
  and	
  tesHng	
  tool...
DISPLAY	
  RETARGETING	
  
21	
   ©	
  6Sense	
  COPYRIGHT	
  01/2013	
  PROPRIETARY	
  AND	
  STRICTLY	
  CONFIDENTIAL	
 ...
COMPANY-­‐TARGETED	
  CONTENT	
  SYNDICATION	
  
•  Build	
  controlled	
  and	
  measurable	
  lead	
  gen	
  campaigns	
...
ALIGN	
  TACTICS	
  TO	
  BUYING	
  CYCLE	
  
23	
   ©	
  6Sense	
  COPYRIGHT	
  01/2013	
  PROPRIETARY	
  AND	
  STRICTLY...
KEY	
  TAKEAWAYS:	
  	
  
PREDICTIVE	
  INTELLIGENCE	
  AND	
  B2B	
  MARKETING	
  	
  
1.  Advances	
  in	
  data	
  mana...
©	
  6Sense	
  COPYRIGHT	
  01/2013	
  PROPRIETARY	
  AND	
  STRICTLY	
  CONFIDENTIAL	
  25	
  
THANK	
  YOU!	
  LET’S	
  ...
Upcoming SlideShare
Loading in …5
×

How to Increase Digital Marketing ROI Using Predictive Analytics

704 views

Published on

Instructed by Zak Garner.

Published in: Marketing
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
704
On SlideShare
0
From Embeds
0
Number of Embeds
14
Actions
Shares
0
Downloads
20
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

How to Increase Digital Marketing ROI Using Predictive Analytics

  1. 1. HOW  TO  INCREASE  B2B   DIGITAL  MARKETING  ROI     USING  PREDICTIVE   INTELLIGENCE   ZAK  GARNER  |  DIRECTOR  OF  CUSTOMER  SUCCESS  |  6SENSE   Zak@6Sense.com     ©  6Sense  COPYRIGHT  01/2013  PROPRIETARY  AND  STRICTLY  CONFIDENTIAL  
  2. 2. ZAK  GARNER   Zak  is  a  dedicated  markeHng  professional  with   experience  across  B2B  and  B2C  technology  sectors.  At   6Sense,  Zak  channels  his  passion  for  markeHng   technologies  and  strategic  communicaHons  planning   toward  helping  customers  maximize  their  return  on   predicHve  intelligence.  He  is  also  focused  on  building   6Sense’s  data  and  channel  partnerships.       Prior  to  joining  6Sense,  as  DWA’s  Director  of  New   Media,  Zak  was  charged  with  innovaHng  the   communicaHons  planning  pracHce  and  onboarding   new  clients.   2   Director  of  Customer  Success,  6Sense   www.6Sense.com   Zak@6Sense.com     ©  6Sense  COPYRIGHT  01/2013  PROPRIETARY  AND  STRICTLY  CONFIDENTIAL  
  3. 3. WHAT  ARE  WE  DISCUSSING  TODAY?   1.  Why  PredicNve  Intelligence?     2.  Applying  PredicNve  Intelligence  to  B2B  digital  markeNng  and   adverNsing  tacNcs   3.  Key  takeaways     3   ©  6Sense  COPYRIGHT  01/2013  PROPRIETARY  AND  STRICTLY  CONFIDENTIAL  
  4. 4. DATA  FUELS  NEW  CAPABILITIES  IN  B2B  MARKETING     4   ©  6Sense  COPYRIGHT  01/2013  PROPRIETARY  AND  STRICTLY  CONFIDENTIAL   MarkeHng   AutomaHon  &  CRM   Demand   Gen,   Content  &   Resources   AdverHsing  &  Social   Web  Site   IntegraNon   Technology  +   Insights  
  5. 5. PROSPECTS  ARE  SELF-­‐EDUCATING   5   Prospects  are  nearly  60%  of  the  way  through  their  purchase  decision-­‐making  process   before  engaging  a  sales  rep  –     Corporate  ExecuNve  Board  &  Google   Source:  The  Digital  EvoluHon  in  B2B  MarkeHng,  CEB  &  Google,  2012   ©  6Sense  COPYRIGHT  01/2013  PROPRIETARY  AND  STRICTLY  CONFIDENTIAL  
  6. 6. ABM  AND  B2B  DIGITAL  SPENDING  ARE  ON  THE  RISE   6   ©  6Sense  COPYRIGHT  01/2013  PROPRIETARY  AND  STRICTLY  CONFIDENTIAL   Source:  Forrester  Research  &  BMA  Joint  Survey  ,  Jan.  2014   B2B  marketers  say  their  digital  spend  will  increase   to  33%  of  total  markeNng  investment  –     Forrester  &  BMA     Source:  ITSMA  Account  Based  MarkeHng  Survey,  Oct.  2013   “Believe  the  Hype  -­‐  You  Should  Be   Doing  Account-­‐Based  MarkeNng”  –   SiriusDecisions      
  7. 7. YET,  B2B  AUDIENCE  TARGETING  STRATEGIES  ARE  OUTDATED         7   ©  6Sense  COPYRIGHT  01/2013  PROPRIETARY  AND  STRICTLY  CONFIDENTIAL       “We  need  Sales  Ready  Leads!”   “I  only  want  to  target  Enterprise  CIOs”   “Decision  Makers+  with  2  custom   qualifying  quesNons”      “Who  are  you  working  this  quarter?”   “This  is  who  bought  from  us  last  year”   “Let’s  just  target  the  G2000”   ABM  TargeNng   Lead  AcquisiNon  
  8. 8. WHICH  50%  ARE  YOU  WASTING?   8   ©  6Sense  COPYRIGHT  01/2013  PROPRIETARY  AND  STRICTLY  CONFIDENTIAL   “Half  the  money  I  spend  on  adver4sing  is  wasted;  the  trouble  is  I  don't  know   which  half”  –  John  Wanamaker     Many  companies  experience   •  Insufficient  return  on  demand   gen  campaigns   •  MarkeHng  and  sales  teams  are   not  aligned   •  ABM  not  bringing  in  net  new   opps   •  Inability  to  synch   communicaHons  and  data  for   prospects  across  channels    
  9. 9. THIS  BRINGS  US  TO  PREDICTIVE  INTELLIGENCE   9   Combine  buyer  profiles  with  buyer  behaviors  and  idenNfy  key  spikes  in   research-­‐related  acNvity  to  hone  in  on  your  best  prospects  –  right  now         •  CRM   •  MAP   •  Web  Site   •  Bookings   •  Call  Center   •  B2B  Research   •  Social  AcHviHes   •  CommuniHes   •  Search  AcHviHes   •  Business  Databases   Example  Data  Sources   ©  6Sense  COPYRIGHT  01/2013  PROPRIETARY  AND  STRICTLY  CONFIDENTIAL  
  10. 10. PREDICTIVE  INTELLIGENCE  ELIMINATES  MARKETING   WASTE  AND  CREATES  NEW  AUDIENCE  INSIGHTS   10   Maximize  markeNng’s  ability  to  influence  your  prospect’s  purchasing  decisions     ©  6Sense  COPYRIGHT  01/2013  PROPRIETARY  AND  STRICTLY  CONFIDENTIAL   IdenNfy  where  a  company  is  in  the  buying  cycle,   the  products  or  services  they  want,  their   likelihood  to  purchase,  when  and  for  how  much   •  Lead  scoring  for  prospect  companies  and  contacts   •  Net  new  lead  generaHon  and  list  building   •  Push  results  into  MAP,  CRM,  CMS  and  more     •  Increase  MQL-­‐SQL  Conversion  Rate   •  Fuel  Account-­‐Based  MarkeHng       •  Arm  sales  reps  with  relevant  talking  points   •  Close  more  deals  
  11. 11. WHICH  GIVES  YOUR  SALES  TEAM  AN  UNFAIR  ADVANTAGE   “Predic4ve  intelligence  allows  you  to  truly  extract   the  most  value  from  the  hard  work  of  building  a   digital  ecosystem  and  studying  the  digital  body   language  of  customers  and  prospects.     “Maximum  value  is  derived  when  you  use  human   and  machine  intelligence  from  both  inside  and   outside  your  digital  walls,  to  power  a  predic4ve,   ‘early  awareness  system’  that  iden4fies  new  sales   opportuni4es.       “This  gives  your  sales  team  an  unfair  advantage  to   gracefully  enter  the  buyer's  digital  journey  earlier   and  be?er  informed  than  the  compe@@on.”       11   ©  6Sense  COPYRIGHT  01/2013  PROPRIETARY  AND  STRICTLY  CONFIDENTIAL   Nick  Panayi,  Director,  Global   Brand  &  Digital  MarkeHng     SiriusDecisions  named  CSC  as  1   of  its  6  ABM  Programs  of  the   Year  award  winners  at    their   2014  Summit  
  12. 12. AND  GENERATES  THE  ROI  YOU  NEED   12   ©  6Sense  COPYRIGHT  01/2013  PROPRIETARY  AND  STRICTLY  CONFIDENTIAL   Customer  success  stories  based  on  PredicNve  Intelligence  
  13. 13. PREDICTIVE  INTELLIGENCE  &  B2B  MARKETING     13   ©  6Sense  COPYRIGHT  01/2013  PROPRIETARY  AND  STRICTLY  CONFIDENTIAL  
  14. 14. ©  6Sense  COPYRIGHT  01/2013  PROPRIETARY  AND  STRICTLY  CONFIDENTIAL  14  
  15. 15. TAKE  ADVANTAGE  OF  PREDICTIVE  INTELLIGENCE   15   Seamless  applicaNons:  Push  to  call  center,  MAP  and  CRM     ©  6Sense  COPYRIGHT  01/2013  PROPRIETARY  AND  STRICTLY  CONFIDENTIAL   PredicHve   Intelligence   Call                       Center   MarkeHng   AutomaHon   Customer   RelaHonship   Management   •  Script   development   •  Prospect  and   qualify  top-­‐of-­‐ funnel  leads   •  Lead  Scoring     •  Nurturing   segmentaHon   •  PersonalizaHon   •  Increase  MQL  to   SQL  conversion   •  Create   opportuniNes   •  Lead  Scoring     •  Enrichment   •  Arm  reps  with   relevant   talking  points   •  Target   accounts   •  Close  deals    
  16. 16. ACTIVATE  DATA  ACROSS  WEB  ACTIVITIES   PredicNve   Intelligence   Call  Center   Scripts   ProspecHng   MarkeNng   AutomaNon   PredicHve  Lead   Scoring   SegmentaHon   Nurture   Campaigns   RetargeHng   CRM   PredicHve  Lead   Scoring   Enrichment   Talking  Points  &   Intel   Target  Accounts   Web  Site   PersonalizaHon   Content   RecommendaHon   Chat   RetargeHng   AdverNsing   Display  &  Video   Social  Media   RetargeHng   Lead  GeneraNon   Email  &  Lists   Content   SyndicaHon     Online  Events   +33%  of  B2B  MarkeNng  Investment     (Forrester  &  BMA)    
  17. 17. ©  6Sense  COPYRIGHT  01/2013  PROPRIETARY  AND  STRICTLY  CONFIDENTIAL  17   DEEP  DIVE:  INCORPORATING   PREDICTIVE  INTELLIGENCE   INTO  WEB,  ADVERTISING  &   LEAD  GEN   INCLUDING  FORTUNE  250  B2B  IT  CASE  STUDY  RESULTS  
  18. 18. COMPANY-­‐TARGETED  DISPLAY  ADVERTISING   18   •  Segment  and  personalize   •  RelaHonship  to  your  company   •  Role   •  Buying  stage   •  Company  size  and  industry   •  Product  fit   •  Create  impact  at  different  stages   •  Improve  brand  &  product  awareness   •  Drive  to  recourses  for  consideraHon   and  compeHHve  posiHoning   •  Capture  inbound  leads   •  Aircover  for  nurturing  &  sales   ©  6Sense  COPYRIGHT  01/2013  PROPRIETARY  AND  STRICTLY  CONFIDENTIAL   Enterprise  IT  Case  Study   Goal:  Create  momentum  with  top  250   enterprise  accounts         Approach:  SoluHon-­‐level  ads  personalized  to   companies  drove  to  LPs  with  video  &  content     KPI:  Lij  in  site  traffic  from  target  accounts     Result:  44%  of  accounts  increased  traffic  and   total  traffic  from  target  accounts  rose  by  58%   over  6  months     Focus  ad  buys  on  companies  where  you  have  PredicNve  Intelligence  into   buying  stages,  product  interests  and  other  alributes  
  19. 19. COMPANY-­‐  AND  CONTACT-­‐TARGETED  SOCIAL  MEDIA   19   •  LinkedIn  is  only  network  for   company-­‐level  and  job  role   targeHng  at  scale   •  Facebook  is  most  pervasive,   with  ad  exchange  integraHon     •  Twiler  offers  lead  capture   •  Use  hashing  across  social   networks  to  uniquely  target   your  known  email  records   without  releasing  your  company   email  databases   LI  Sponsored  Update   LI  Display/Text  Ad     LI  InMail   ©  6Sense  COPYRIGHT  01/2013  PROPRIETARY  AND  STRICTLY  CONFIDENTIAL   Facebook  RHR   Twiler  LG  Card   Connect  PredicNve  Intelligence  results  to  social  ad  buying  
  20. 20. WEB  SITE  PERSONALIZATION   20   •  Connect  PredicHve  Intelligence   with  CMS  and  tesHng  tools   •  Repurpose  content  to  create   dynamically  customized  hero   banners,  descripHons,  offers,  etc.   •  Map  to  company  segments,  size,   industries,  buyer  profiles  &  more     •  ProacHvely  idenHfy  visitors  as   customers  or  prospects  to   address  them  with  new  offers  or   cross-­‐/up-­‐sell  opportuniHes   ©  6Sense  COPYRIGHT  01/2013  PROPRIETARY  AND  STRICTLY  CONFIDENTIAL   OpNmally  engage  your  audience  from  the  first  page  view  based  on  PredicNve   Intelligence  about  each  visitor       Sample  B2B  Wireframe  (Demandbase)   Personalize  to  your  audience  
  21. 21. DISPLAY  RETARGETING   21   ©  6Sense  COPYRIGHT  01/2013  PROPRIETARY  AND  STRICTLY  CONFIDENTIAL   Leverage  audience’s  real-­‐Nme  behaviors  to  determine  targeNng,  messaging   •  Treat  each  visitor  uniquely       •  Can  target  and  omit  specific   companies  to  prioriHze   investment     Site   •  Only  serve  ads  when   individuals  at  select   companies  are  acHve  on   your  web  site   Responsive   •  Use  email  and  acHvity  data   to  target  individuals  with  ads   across  the  web   •  Re-­‐engage  “stuck”  pipeline   CRM   Enterprise  IT  Case  Study   Goal:  Create  momentum  with  top  250   enterprise  accounts       Approach:  Retarget  site  visitors  with   personalized  ads  based  on  their  page   views  and  drive  to  gated  content;   Responsively  target  “Her  2”  accounts   ajer  they  show  interest  at  the  web  site     KPI:  SQLs  and  piped  opportunity  value     Result:  RetargeHng  drove  leads  that   accounted  for  $40MM  in  opportuniHes  
  22. 22. COMPANY-­‐TARGETED  CONTENT  SYNDICATION   •  Build  controlled  and  measurable  lead  gen  campaigns  that  fuel  MAP  email  nurturing   •  Tailor  content  syndicaHon  approach  to  most  important  company  statuses  and  stages     •  Source  net-­‐new  contacts  and  increase  consideraHon  amongst  current  prospects         22   ©  6Sense  COPYRIGHT  01/2013  PROPRIETARY  AND  STRICTLY  CONFIDENTIAL   Only  pay  for  leads  at  target  companies  and  suppress  exisNng  contacts     Sample  Lead  Capture  Form  (Bizo)   Enterprise  IT  Case  Study   Goal:  Create  momentum  with  top  250  enterprise   accounts         Approach:  Promote  soluHon-­‐level  content  that  maps   to  target  accounts  to  capture  nurture  leads   KPI:  Target  account  leads     Result:  400  leads;  Companies  that  increased  web   traffic  the  most  also  downloaded  5+  assets  (avg.)  
  23. 23. ALIGN  TACTICS  TO  BUYING  CYCLE   23   ©  6Sense  COPYRIGHT  01/2013  PROPRIETARY  AND  STRICTLY  CONFIDENTIAL   •  Choose  acHviHes  appropriate  for  the   buying  cycle  stages   •  Set  macro  and  acHvity-­‐specific  KPIs     •  Align  messages  to  prospect  alributes   •  Share  strategy  and  data  between   markeHng,  ops,  sales  and  call  center   •  ConHnuously  asses  with  ad/markeHng   tech  partners  and  agencies  where   PredicHve  Intelligence  can  be  applied       Tips   252,019   37,188   5,263   49,959   5,393   27,641   2,316   3,112   2,230   Call  Center   Net-­‐New   Net-­‐New   Net-­‐New   Net-­‐New   PrioriHzed   PrioriHzed   PrioriHzed   PrioriHzed   280,181   Accounts   Ads,  Social  &  Lead  Gen     List  Build   Sales   Email  Nurturing   Web  Site  &  RetargeHng  
  24. 24. KEY  TAKEAWAYS:     PREDICTIVE  INTELLIGENCE  AND  B2B  MARKETING     1.  Advances  in  data  management,  analyNcs  and  targeNng  enable  B2B  marketers  to   build  well-­‐oiled  prospecNng,  lead  nurturing  and  customer  generaNon  engines   2.  Don’t  be  complement  when  targeNng  your  audiences:  PredicNve  Intelligence   helps  B2B  marketers  leverage  1st  party,  web  and  market  data  to  generate   insights  and  idenNfy  your  best  prospects     3.  PredicNve  Intelligence  has  many  applicaNons  across  B2B  markeNng  and  sales   databases,  web  properNes  and  campaigns   4.   Prospect  and  customer  intelligence  is  only  as  valuable  as  it  is  applied   5.  Fueling  digital  campaigns  and  lead  gen  with  PredicNve  Intelligence  gives  B2B   marketers  and  sales  pros  the  best  opportunity  to  improve  ROI  and  close  deals   ©  6Sense  COPYRIGHT  01/2013  PROPRIETARY  AND  STRICTLY  CONFIDENTIAL  24  
  25. 25. ©  6Sense  COPYRIGHT  01/2013  PROPRIETARY  AND  STRICTLY  CONFIDENTIAL  25   THANK  YOU!  LET’S  CONNECT      Zak  Garner     Director  of  Customer  Success,  6Sense   Zak@6Sense.com     www.6Sense.com    

×