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Making the Case for Predictive
Your Speakers Today
Kerry Cunningham
Sr. Research Director
@KerrySirius
Sean Zinsmeister
Sr. Director, Product Marketing
@...
3 © 2016 SiriusDecisions. All Rights Reserved@KerrySirius
What is Predictive Analytics for B-to-B marketing?
Internal:
MAP...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved4@KerrySirius
Grouping Waterfall Issues Addressed by Predict...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved5@KerrySirius
Grouping Waterfall Issues Addressed by Predict...
6 © 2016 SiriusDecisions. All Rights Reserved@KerrySirius
There’s A Predictive Application For That
Govern prospect
outrea...
7 © 2016 SiriusDecisions. All Rights Reserved@KerrySirius
Predictive users must map the
results of bottom-up modeling
proc...
TOO MANY
LEADS
Sales Prioritization
Sales Prioritization
Sales Prioritization
Cost of Sales Team
$1.2M 30% $360,000
Bad Leads $$$$
Number of Sales
Reps
20 Sales Reps $60,000 $1.2M...
Sales Prioritization in Action
Kevin Gaither
Focused sales on highest
value lead targets
Decreased time spent on bad leads...
Sales Prioritization in Action
Kevin Gaither
Focused sales on highest
value lead targets
Decreased time spent on bad leads...
+4x
conversion
rate
+3x
average
deal size
+12x
return on
investment
+19%
sales effort
saved
Aligning Lead Effort with Impact
Lauren Licata
Reps call Infer A and B-Leads First
Email A Leads within 5 min and call
wit...
+30%
increase in sales-
qualified leads
+30%
lift in sales
~3x
increase in the effort
spent on A-Leads
1.5x
decrease in th...
Using Fit & Behavior Buying Signals Together
Isaac Wyatt
Route best fit & engaged free-trials
directly to sales
Find hidde...
ALEXANDRE PAPILLAUD
DIRECTOR, GLOBAL DEMAND
CENTER, INTEL SECURITY
Lattice helps us filter out low probability leads
befor...
Top 11% Convert at 6x Higher Rate
Data-driven Insights for Prioritizing Leads
Share of Servers Virtualized
at Company
Public vs. Private Cloud
at Company
Ne...
30%Greater velocity
We wanted sales to work the most
enterprise-ready accounts. Lattice was able
to surface accounts with ...
TOO FEW
LEADS
Security Software Provider:
Creating Pipeline with Competitive Plays
26%Higher Win Rate
20%Higher call to win rates
on list-based outbound
efforts
VP/GM of Distribution
We understand a good customer when it
see...
Lattice customer
since 2010
3xHigher conversions
Personalize Sales Interactions with 360-
degree views of the customer
Top LinkedIn Post on Tuesday, 10/27/15
50%
Lower cost per
opportunity
Direct Mail for High-Value, High Intent Targets
Direct Mail for High-Value, High Intent Targets
Identified high value
targets
Determined buyer
stage
Created custom data
v...
Improving Marketing Efficiency
Kevin Bobowski
Route highest best leads to sales for
immediate follow-up
Develop regular fu...
+50%
marketing efficiency
+50%
increase in monthly
pipeline creation
2.2x
higher converted A-Leads
than average
Campaign 1
Campaign 2
Leads Cost $ /Lead
140
110
$5,000
$5,000
$35.71
$45.45
Campaign
Campaign
1 appears
best under
CPL
me...
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...
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 ...
Adam von Reyn
Instant campaign feedback
Reduced cost-per-lead
Tests new marketing copy against
D-Leads
Developed MQA for A...
Scour your Marketing Systems
Real Results
5000
Marketing-qualified
leads were unconverted
in its database, leading
to a dramatic run-rate
increase
3x
T...
POOR
CONVERSION
• Ran a series of roadshows to drive pipeline for their Enterprise
business
• Scored their database to identify high fit a...
Every account gets scored and the next steps for
engagement are initiated.
Lift curve changed to protect customer confiden...
Lattice identifies the attributes that make a lead and account a
good target for you
Orchestrate Multi-channel Outreach to Maximize Conversion
“A” Targets
Targeted Ads Personalized
Email Invites
SDR Calls
on...
Orchestrate Multi-channel Outreach to Maximize Conversion
“A” Targets
Targeted Ads Personalized
Email Invites
SDR Calls
on...
Standard Ad
Ad for companies
using Amazon AWS
Ad for companies
using Google Cloud
Example: Customer personalized their ads...
Standard Ad
Ad for companies
using Amazon AWS
Ad for companies
using Google Cloud
Example: Customer personalized their ads...
Social Tables Challenge
Steady flow of 1,400 trial
leads every month like
clockwork
Took on a paid content
marketing strat...
Month 1 Month 2 Month 3
At Social Tables all leads get
assigned…
all 6,000…to 4 BDRs
Hyper-Segmentation with Profiling
Ray Miller
Launched high-value outreach with
personalized nurture
Identified 900+ high-p...
AT A GLANCE
+7%
boosted overall
revenue
+10%
increased average
deal size
+$500k/mo
grew opportunity
pipeline
+35%
increase...
KEY
CONSIDERATIONS TO
GETTING STARTED
Sales & Marketing Alignment
Demand Gen compensation plan
built on Infer
Uses Infer to negotiate w/
partners and Lead provi...
Sales & Marketing Alignment
Demand Gen compensation plan
built on Infer
Uses Infer to negotiate w/
partners and Lead provi...
+23%
Increase in Average Deal
Size
-53%
Decline in poor quality
leads
Sales & Marketing Alignment
+200%
Increase in increm...
DATA QUALITY
MATTERS
A Predictive Model is
only as the good as the
data that goes into it.
YOUR BUSINESS IS NOT
ONE-SIZE-F...
THANK YOU!
Q&A
• Write your questions in the tab above
• Check out the attachments tab
• Please leave feedback
Kerry Cunni...
Infer & Lattice Engines: Making a Case for Predictive Sales & Marketing
Infer & Lattice Engines: Making a Case for Predictive Sales & Marketing
Infer & Lattice Engines: Making a Case for Predictive Sales & Marketing
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Infer & Lattice Engines: Making a Case for Predictive Sales & Marketing

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Brought to you by industry leaders Infer, Lattice engines with the support of SiriusDecisions.

Are you looking to deploy a predictive marketing solution, but need more details on how to get started, what different use cases predictive can support, and how to measure success? Watch this webinar to learn:

-Differences in approaches to launching a predictive solution
-Top use cases for getting started
-How to measure success

Published in: Marketing
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Infer & Lattice Engines: Making a Case for Predictive Sales & Marketing

  1. 1. Making the Case for Predictive
  2. 2. Your Speakers Today Kerry Cunningham Sr. Research Director @KerrySirius Sean Zinsmeister Sr. Director, Product Marketing @SZinsmeister Nipul Chokshi VP Marketing @nipulc
  3. 3. 3 © 2016 SiriusDecisions. All Rights Reserved@KerrySirius What is Predictive Analytics for B-to-B marketing? Internal: MAP | SFA | Web |CX External: Intent | Data Internal and External Statistics To find patterns **Statistics and advanced algorithms allow marketers to identify patterns that identify buyers that would be otherwise invisible; Machine Learning involves feedback loops embedded within statistical modeling processes to enable continuous model refinement Predictions Discovered patterns **Some vendors also add in additional services like data enrichment to enable more effective marketing and sales tactics **Predictive Providers provide external data, which creates a much more complete view of who the prospects are and whether they are in the market for solutions
  4. 4. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved4@KerrySirius Grouping Waterfall Issues Addressed by Predictive  Prospects in the TAM  AQLs for tele to call effectively  Inquiries hitting MAP  TGLs from tele  AQLs from TQLs  C/W from pipeline  Calls to conversations Problem Example Solution Too Many Too Few Conversion Prioritize Source Engage Demand Waterfall® Total Addressable Market Inquires AQLs TQLs Closed/Won Retained Grown Knowing where to start with predictive begins by considering waterfall performance and understanding where performance needs to improve.
  5. 5. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved5@KerrySirius Grouping Waterfall Issues Addressed by Predictive Knowing where to start with predictive begins by considering waterfall performance and understanding where performance needs to improve. Problem Solution Too Many Too Few Conversion Prioritize Source Engage Demand Waterfall® Total Addressable Market Inquires AQLs TQLs Closed/Won Retained Grown Predictive Analytics Use Cases, Applications Predictive
  6. 6. 6 © 2016 SiriusDecisions. All Rights Reserved@KerrySirius There’s A Predictive Application For That Govern prospect outreach with findings from statistical analysis: best time to call by persona, region, etc. Contact Engagement Augment sales rep estimates for how likely a prospect is to buy, along with purchase timing and deal value Opportunity Scoring Determine existing customers’ propensity to buy additional products and identify attrition risk Customer Scoring Create more precise segmentation using an array of third-party data Segmentation Identify which buyers are more likely to prefer your brand and offerings using big data and analytics Predictive Personas Prioritize prospects for sales follow-up; Replaces or augments existing point-based scoring systems Prospect Prioritization Detect buying journeys, deliver the next best communication using machine learning Tactic Matching Acquire new prospects that share traits and behaviors with known buyers or target prospects: look-alikes Prospect Sourcing Monitor shopping behaviors. Source accounts that exhibit surges in shopping behaviors Intent Monitoring
  7. 7. 7 © 2016 SiriusDecisions. All Rights Reserved@KerrySirius Predictive users must map the results of bottom-up modeling processes to top-down derived beliefs Top Down v. Bottom-Up Approaches Top Down – We already know what constitutes a good prospect. What sales says qualifies a prospect: What the math says qualifies a prospect: Implicit Explicit BANT Intent data Firmo Buy Signal s Tech – Inferred Model variables MAP Scoring/ Sales Qualification Bottom Up – We let the data and statistical methods tell us how to identify the best prospects. Tech
  8. 8. TOO MANY LEADS
  9. 9. Sales Prioritization
  10. 10. Sales Prioritization
  11. 11. Sales Prioritization Cost of Sales Team $1.2M 30% $360,000 Bad Leads $$$$ Number of Sales Reps 20 Sales Reps $60,000 $1.2M Average Monthly Cost per Rep $$$$
  12. 12. Sales Prioritization in Action Kevin Gaither Focused sales on highest value lead targets Decreased time spent on bad leads by almost 20% Established data-driven workflows with aggressive follow-up Drove top-line results through effort reallocation SVP of Sales Fully Loaded Cost of the Inside Sales Team Headcount 19% $$$ Sales Effort Saved by Not Working Bad Leads Monthly Cost Savings from Reduced Effort on Bad Leads Cost Savings 4x Conversion Rate By prioritizing leads based on data and following up more aggressively 3x Average Deal Size By spending more time on the right customers
  13. 13. Sales Prioritization in Action Kevin Gaither Focused sales on highest value lead targets Decreased time spent on bad leads by almost 20% Established data-driven workflows with aggressive follow-up Drove top-line results through effort reallocation SVP of Sales Total Revenue by Lead Score Before Infer (Day Zero) After Infer (Day 60) Infer A-Leads Infer B-Leads Infer C-Leads Infer D-Leads +53% +154% +180% +690%
  14. 14. +4x conversion rate +3x average deal size +12x return on investment +19% sales effort saved
  15. 15. Aligning Lead Effort with Impact Lauren Licata Reps call Infer A and B-Leads First Email A Leads within 5 min and call within 1 hour vs. 8 hours it takes Increased effort spent on A-Leads by 3x & decreased effort spent on D-Leads by 1.5x Result: Increased sales by 30% VP of Marketing
  16. 16. +30% increase in sales- qualified leads +30% lift in sales ~3x increase in the effort spent on A-Leads 1.5x decrease in the effort spent on D- Leads 2x lead to demo conversion
  17. 17. Using Fit & Behavior Buying Signals Together Isaac Wyatt Route best fit & engaged free-trials directly to sales Find hidden segments of leads Prioritize daily sales outreach Interpate buying behavior Director of Marketing Strategy & Operations
  18. 18. ALEXANDRE PAPILLAUD DIRECTOR, GLOBAL DEMAND CENTER, INTEL SECURITY Lattice helps us filter out low probability leads before they reach sales. I love the ability to dive deep into the predictors of what makes a good lead…and our sales team loves Lattice because they know they are focused on the best opportunities. Proprietary & Confidential “20%Lower cost per opportunity
  19. 19. Top 11% Convert at 6x Higher Rate
  20. 20. Data-driven Insights for Prioritizing Leads Share of Servers Virtualized at Company Public vs. Private Cloud at Company Network-Based Storage at Company Company is Undergoing Rapid Growth Company is Using Amazon Web Services 10,000+ Business and Tech Attributes on 100M+ Entities
  21. 21. 30%Greater velocity We wanted sales to work the most enterprise-ready accounts. Lattice was able to surface accounts with high likelihood of conversion and accelerating them in the pipeline.” “ Shantel Shave Director, Demand Gen Accelerating the Enterprise Business
  22. 22. TOO FEW LEADS
  23. 23. Security Software Provider: Creating Pipeline with Competitive Plays 26%Higher Win Rate
  24. 24. 20%Higher call to win rates on list-based outbound efforts VP/GM of Distribution We understand a good customer when it sees one, but with a small sales team, it would be impossible to visit millions of websites to find the ideal prospects. With Lattice, we can identify the right revenue opportunities.” “ Increasing Penetration into SMB $1B+ Financial Payments Processor: Optimize list buys 30%Lower acquisition costs
  25. 25. Lattice customer since 2010 3xHigher conversions Personalize Sales Interactions with 360- degree views of the customer
  26. 26. Top LinkedIn Post on Tuesday, 10/27/15 50% Lower cost per opportunity Direct Mail for High-Value, High Intent Targets
  27. 27. Direct Mail for High-Value, High Intent Targets Identified high value targets Determined buyer stage Created custom data visualization Added to direct mail campaign Offer to meet and explain Tangible package Automated follow-up Email & Phone call from rep • How we created this? • Insights gained about your network
  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. 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
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. Scour your Marketing Systems
  35. 35. Real Results 5000 Marketing-qualified leads were unconverted in its database, leading to a dramatic run-rate increase 3x The number of leads converted to closed deals tripled +150% Conversion rates increased by 150%, from 0.8% to 2% +76% Closed deals for new solutions were boosted by 76%
  36. 36. POOR CONVERSION
  37. 37. • Ran a series of roadshows to drive pipeline for their Enterprise business • Scored their database to identify high fit accounts who would receive targeted ads promoting the roadshows • Identified high fit late stage buyers who would be invited directly by sales (in addition to receiving an ad) • Enriched Marketo with account data so they could deliver hyper- personalized messages Hyper-segmentation for ABM at Scale 40% 70%Greater ROI on ad spend Increase in pipeline 35% Higher engagement within target accounts Ads Email SDR Calls
  38. 38. Every account gets scored and the next steps for engagement are initiated. Lift curve changed to protect customer confidentiality Score and Prioritize Targets
  39. 39. Lattice identifies the attributes that make a lead and account a good target for you
  40. 40. Orchestrate Multi-channel Outreach to Maximize Conversion “A” Targets Targeted Ads Personalized Email Invites SDR Calls only for those in market “B” and ”C” Targets Generic Email Invites
  41. 41. Orchestrate Multi-channel Outreach to Maximize Conversion “A” Targets Targeted Ads Personalized Email Invites SDR Calls only for those in market “B” and ”C” Targets Generic Email Invites Personalize based on key attributes: • Complementary tech • Amazon AWS • Google Cloud • Microsoft Azure • Industry • Financial Services • High Tech • Telecom
  42. 42. Standard Ad Ad for companies using Amazon AWS Ad for companies using Google Cloud Example: Customer personalized their ads based on developer platforms they were using (e.g. Amazon AWS, Google Cloud, etc). Hyper-personalize Content and Messaging
  43. 43. Standard Ad Ad for companies using Amazon AWS Ad for companies using Google Cloud Example: Customer personalized their ads based on developer platforms they were using (e.g. Amazon AWS, Google Cloud, etc). Hyper-personalize Content and Messaging
  44. 44. Social Tables Challenge Steady flow of 1,400 trial leads every month like clockwork Took on a paid content marketing strategy Leads skyrocketed to 6,000 total Net New Leads per month #humblebrag
  45. 45. Month 1 Month 2 Month 3
  46. 46. At Social Tables all leads get assigned… all 6,000…to 4 BDRs
  47. 47. Hyper-Segmentation with Profiling Ray Miller Launched high-value outreach with personalized nurture Identified 900+ high-potential prospects for sales Hyper-segmented current and past trialers into ICPs Prioritized A & B-Leads for accelerated sales follow-up Senior Marketing Operations Manager
  48. 48. AT A GLANCE +7% boosted overall revenue +10% increased average deal size +$500k/mo grew opportunity pipeline +35% increased trial signups +25% Expanded MQL volume
  49. 49. KEY CONSIDERATIONS TO GETTING STARTED
  50. 50. Sales & Marketing Alignment Demand Gen compensation plan built on Infer Uses Infer to negotiate w/ partners and Lead providers Leverages Infer to overcome the Sales and Marketing divide to define MQL Nick Ezzo VP Demand Gen
  51. 51. Sales & Marketing Alignment Demand Gen compensation plan built on Infer Uses Infer to negotiate w/ partners and Lead providers Leverages Infer to overcome the Sales and Marketing divide to define MQL Nick Ezzo VP Demand Gen
  52. 52. +23% Increase in Average Deal Size -53% Decline in poor quality leads Sales & Marketing Alignment +200% Increase in incremental revenue +31% Lead to MQL improvement Every company should use predictive analytics to gain clear customer parameters that the whole organization can agree on – now that we have predictive scores, I’ll never go back. Our Infer model makes all the difference when it comes to sales and marketing alignment. Nick Ezzo, VP Demand Gen
  53. 53. DATA QUALITY MATTERS A Predictive Model is only as the good as the data that goes into it. YOUR BUSINESS IS NOT ONE-SIZE-FITS-ALL And a One-Size-Fits-All modeling approach leads to bad results across your business. OPERATIONALIZATION IS CRITICAL Marketing and Sales cannot execute without Full Transparency and Actionable Insights. LACK OF ENTERPRISE SECURITY IS A NON-STARTER You are giving the vendor access to your CRM and MAP and your data needs to be protected. Key Operational Considerations
  54. 54. THANK YOU! Q&A • Write your questions in the tab above • Check out the attachments tab • Please leave feedback Kerry Cunningham Sr. Research Director SiriusDecisions @KerrySirius Sean Zinsmeister Sr. Director, Product Marketing Infer, Inc. @szinsmeister Nipul Chokshi VP Marketing, Lattice Engines @nipulc SPEAKER INFO:

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