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Hacking Content Marketing with Predictive Analytics

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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.

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Hacking Content Marketing with Predictive Analytics

  1. 1. Hacking Content Marketing with Predictive Analytics
  2. 2. Accomplished Startup Marketer Built & Led Global Marketing Ops at Nitro Musician-born Marketer Podcast & Paleo Aficionado 2013 Oracle-Eloqua Markie Winner @szinsmeister sean@infer.com 1 415 689 4654 Hi, I’m Sean Zinsmeister! Senior Director of Product Marketing @ Infer www.stackandflow.io
  3. 3. Today’s Agenda 2 3 1 Getting Started The Solution: 3 Hacks 5 Nurture the Customer Journey The Problem 4 Behavior & Engagement 5 Q&A
  4. 4. Getting Started
  5. 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
  6. 6. Predictive is the Line Judge Send to Sales Do Not Work
  7. 7. “And you may ask yourself, well How did I get here?” - David Byrne, Talking Heads
  8. 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?
  9. 9. Sales Prioritization
  10. 10. Sales Prioritization
  11. 11. Shoretel Sales & Marketing Challenges Before Predictive 100 Calls = 1 MQL Carolyn Wellsfry Cheng Senior Demand Gen Manager After Predictive 12 Calls = 1 MQL Too Many Prospects ● 50% of A-Leads convert ● 4.6X more revenue
  12. 12. Content Marketing Challenges
  13. 13. Content Marketing Challenges
  14. 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. 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
  16. 16. 3 Hacks
  17. 17. Hack 1: eBook Program
  18. 18. 300 150 230
  19. 19. 2% 3% 35% 60% 300 15% 25% 20% 40% 150 5% 10% 30% 55% 230 A B C D
  20. 20. Hack 2: Video Marketing
  21. 21. 200 450 1,000 Product People Animation
  22. 22. 8% 12% 35% 45% 200 2% 3% 35% 60% 450 1% 4% 10% 85% 800 A B C D Product People Animation
  23. 23. Hack 3: Content Syndication
  24. 24. Campaign 1 Campaign 2 Leads Cost $ /Lead 140 110 $5,000 $5,000 $35.71 $45.45 Campaign Campaign 1 appears best under CPL metrics
  25. 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. 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. 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. 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
  29. 29. +50% marketing efficiency +50% increase in monthly pipeline creation 2.2x higher converted A- Leads than average
  30. 30. Behavior & Engagement
  31. 31. FIT BEHAVIOR Do you LOOK like a buyer? Do you ACT like a buyer?
  32. 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)
  33. 33. CRMMarketing Automation
  34. 34. Fit vs Behavior Window 1 Window 2 Window 3 Window 4 Fit Behavior Time 0 A 3 A 3 A 2 A 1
  35. 35. Fit vs Behavior Time0 Activity A 3 A 3 A 2 A 1
  36. 36. Fit vs Behavior
  37. 37. Putting Behavior to Work
  38. 38. Webinar Registration / Attendee Content Download Industry Report Video Engagement ROI Calculator Web / Email Engagement Primary Inbound Nurture + Behavioral Model Soft Offer - Soft Conversion Soft Offer
  39. 39. Primary Inbound Nurture + Behavioral Model Request a Quote Contact Me Request a Demo Free Trial Hard Offer - Hard Conversion Hard Offer
  40. 40. Primary Inbound Nurture + Behavioral Model A-LeadsWeb Marketing Automation Sales Development Marketing Nurture Programs Soft Offer Hard Offer
  41. 41. Nurture the Customer Journey
  42. 42. Scour your Marketing Systems
  43. 43. Primary Inbound Nurture + Fit Scoring A-LeadsWeb Marketing Automation Sales Development A-Leads B-Leads C-Leads D-Leads “Contact Me” “Problem Statement” “Contact Me” “Problem Statement” “Customer Credibility” “Contact Me” “Problem Statement” “Customer Credibility” “Contact Me” “Product Education” Recycle Program NURTURE PROGRAMS
  44. 44. Q&A

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