Learn simple tactics and strategies to using predictive analytics to inform your content marketing strategy. Reach the right buyers, optimize marketing spend, evaluate channel performance and make overall smarter decisions for your business.
5. What is Predictive Analytics?
Actionable Intelligence for
Sales & Marketing
Machine Learning Thousands of external
data points
Keywords: ● Machine Learning ● Data Science ● Predictive Analytics● AI
7. “And you may ask yourself, well
How did I get here?”
- David Byrne, Talking Heads
8. Sales & Marketing Challenges
Too Few
Prospects
Too Many
Prospects
Unclear
Segmentation
Which are the
best fit to buy?
Are there more
lookalikes?
Who is my ideal
customer profile?
Missing
Opportunities
Which prospects are
most engaged?
14. Pioneering Predictive for Sales &
Marketing
Which prospects are the best fit?
Too Many Prospects
Which are the best fit to buy?
Where do I start?
Content Marketing Drivers
● Demos
● eBooks, Whitepapers
● Datasheets
● Video
15. Pioneering Predictive for Sales &
Marketing
Which prospects are the best fit?
Automatically research every prospect and identify those that are a good fit to buy your product.
Fit Model Types
● Leads
● Contacts
● Opportunities
● AccountsOrganized funnel
after applying Fit Model
25. A
B
C
Leads Opportunities Lead to Opp
3,000
5,000
7,000
500
325
125
16.7%
6.5%
1.8%
Type of Lead
A-Leads
worth almost
3x B-Leads
26. A
B
C
10
30
100
140 $5,000
Type of Lead
Campaign 1
Leads Cost $ / Lead Fcast Opps Forecast & / Opps
1.7
2.0
1.8
5.4$35.71 $926
A
B
C
35
30
45
110 $5,000
Type of Lead
Campaign 2
Leads Cost $ / Lead Fcast Opps Forecast & / Opps
5.8
2.0
0.8
8.6$45.45 $582
Campaign 2
wins on
quality
weighted
cost
27. Adam von Reyn
Instant campaign feedback
Reduced cost-per-lead
Tests new marketing copy
against D-Leads
Developed MQA for ABM
strategy
Decreased 40% of total
lead flow
VP of Growth Marketing
28. Improving Marketing Efficiency
Kevin Bobowski
Route highest best leads to
sales for immediate follow-up
Develop regular full-funnel
pipeline forecasts
Continuously score marketing
channels to test & invest
Optimized content syndication
and list-buy programs
CMO
32. Pioneering Predictive for Sales &
Marketing
When are prospects in-market ready to buy?
Behavioral Models
Mine the full spectrum of activity data inside your marketing automation platform to help you
predict the likelihood of an conversion within a set time period (i.e 3-weeks)