Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
How Predictive Marketing Can Give CMOs
True Credibility in the Executive Suite
Measurement Is A Key Discipline For Modern Marketers
Yet, 73% Of CEOs Think CMOs Lack Business Credibility
Why?
They can’t prove
they generate
business growth
Only 11% Of CMOs Said Their Analytic Capabilities Were
Leading Edge
Which Measurements Can Be Used To Gain Executive
Confidence In Marketing’s Contribution To Sales?
Source: HubSpot 2013 Sta...
What new tools can
CMOs leverage to
measure marketing’s
impact on revenue?
Predictive Analytics Can Be Used To Provide Insight
About Your Customers And Their Intentions
How can we
prioritize our
sa...
Predictive Analytics Produces Superior Lead Scoring
Unlike traditional rules-
based scoring
approaches, predictive
analyti...
Predictive Analytics Produces Superior Lead Scoring
For example, predictive analytics output can be used
to direct the lea...
Critical Success Factor: Educate And Train Your Sales And
Marketing Staffs In The New Approach
• Changing to a predictive ...
Lead Scoring Can Improve Sales and Marketing
Alignment
Lead scoring can
help eliminate the
frequent finger
pointing that e...
Lead Scoring Can Enhance Marketing Credibility
By providing an unbiased
measure that enables the
impact of people and
proc...
Building exception B2B, SaaS, Enterprise
Software and Internet businesses
Upcoming SlideShare
Loading in …5
×

How predictive marketing can give CMOs true credibility in the executive suite

1,115 views

Published on

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

How predictive marketing can give CMOs true credibility in the executive suite

  1. 1. How Predictive Marketing Can Give CMOs True Credibility in the Executive Suite
  2. 2. Measurement Is A Key Discipline For Modern Marketers
  3. 3. Yet, 73% Of CEOs Think CMOs Lack Business Credibility Why? They can’t prove they generate business growth
  4. 4. Only 11% Of CMOs Said Their Analytic Capabilities Were Leading Edge
  5. 5. Which Measurements Can Be Used To Gain Executive Confidence In Marketing’s Contribution To Sales? Source: HubSpot 2013 State of Inbound Marketing Report • 72% of CMOs say lead scoring is important to achieving marketing goals • Yet, only 22% say converting leads into customers is their top marketing priority for 2013
  6. 6. What new tools can CMOs leverage to measure marketing’s impact on revenue?
  7. 7. Predictive Analytics Can Be Used To Provide Insight About Your Customers And Their Intentions How can we prioritize our sales efforts based on those prospects most likely to buy? Which product is each of our customers most likely to buy next? Which prospects are most/least likely to buy? How can we reduce customer acquisition costs, increase purchase size and reduce fraud? Which customers are most likely to leave?
  8. 8. Predictive Analytics Produces Superior Lead Scoring Unlike traditional rules- based scoring approaches, predictive analytics can be used not only to prioritize sales leads, but also to use available information to predict the highest likelihood of success with that lead
  9. 9. Predictive Analytics Produces Superior Lead Scoring For example, predictive analytics output can be used to direct the lead to a particular sales team or product specialist based on a prediction of which product the prospect is likely to buy
  10. 10. Critical Success Factor: Educate And Train Your Sales And Marketing Staffs In The New Approach • Changing to a predictive model may produce leads with different characteristics than those your sales reps are already familiar with • Thoroughly educate and train your sales and marketing staffs in the new approach to reduce the chance that sales reps will reject or disqualify a high proportion of the new leads
  11. 11. Lead Scoring Can Improve Sales and Marketing Alignment Lead scoring can help eliminate the frequent finger pointing that exists between sales and marketing
  12. 12. Lead Scoring Can Enhance Marketing Credibility By providing an unbiased measure that enables the impact of people and processes to be objectively evaluated, lead scoring can help CMOs • Show marketing’s impact on revenue • Improve sales and marketing alignment • Begin to enhance their own credibility in the C suite
  13. 13. Building exception B2B, SaaS, Enterprise Software and Internet businesses

×