Turbo-Charge Your Lead Engine with Predictive Lead Scoring #MKTGnation14

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Brian Kardon of Lattice Engines joins Beki Scarbrough for a presentation about predictive lead scoring at Marketo's Marketing Nation Summit. These slides provide an introduction to predictive marketing and an in depth look at CA's journey to transforming its marketing efforts with predictive lead scoring and other marketing technology.

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Turbo-Charge Your Lead Engine with Predictive Lead Scoring #MKTGnation14

  1. 1. Turbo-Charge Your Lead Engine with Predictive Lead Scoring Brian Kardon CMO, Lattice Beki Scarbrough Sr. Director Marketing Automation & Analytics, CA Technologies
  2. 2. Page 2 © 2014 Marketo, Inc.#mktgnation14 Traditional Marketing Modern Marketing “Predictive” Marketing and Selling From Art to Science
  3. 3. Page 3 © 2014 Marketo, Inc.#mktgnation14 Doing all the right things …  Marketing automation  Sales force automation  Lead nurturing  Lead scoring  Personas  SLAs in place  Great Marketing team  Awesome Sales team 94% of your Marketing-Qualified Leads (MQLs) will never close
  4. 4. Page 4 © 2014 Marketo, Inc.#mktgnation14 What’s wrong here? • 94% of all Marketing Qualified Leads will never close1 • 52% of sales reps in US did not make quota last year2 • Sales reps spend 68% of their time on administration and preparation, not speaking with customers3 Source: 1 Sirius Decisions; 2 CSO Insights; 3 IDC
  5. 5. Page 5 © 2014 Marketo, Inc.#mktgnation14 What is the pattern? Then Radio Cable TV Taxi Bookstore Hotels Thermostat Now Pandora Netflix Uber Amazon Airbnb Nest
  6. 6. Page 6 © 2014 Marketo, Inc.#mktgnation14 • Purchases • Items you have added to cart, but abandoned • “Dwell” times • Product ratings • Address • What your neighbors buy • Birthday • Sizes: yours + family + friends
  7. 7. Page 7 © 2014 Marketo, Inc.#mktgnation14
  8. 8. Proprietary & Confidential 8
  9. 9. Proprietary & Confidential 9
  10. 10. Source Selected Attributes Marketing Automation Contact name, title, company, open rates, unsubscribes, web visits, pages visited, lead score, video views, downloads CRM System Company, contact information, win/loss, deal value Product Usage Logs Features used, logins, session length, collaboration Purchase History Products purchased, prices paid, discounts, contract terms Customer Support History Complains, resolutions Public Websites Job postings, grants, litigation, patents, contracts, locations. growth Company Websites Language(s), products, shopping cart, executive team profiles Social Websites Company and personal profiles, likes, comments, updates, friends/connections/followers, usage Media News articles and stories, product launches, announcements, press releases, litigation Private Databases Credit ratings, financial history, construction permits/starts, deployed technologies
  11. 11. 11Proprietary & Confidential Algorithmic trading has replaced human trading.
  12. 12. Page 12 © 2014 Marketo, Inc.#mktgnation14 New businesses based on predictive analytics … Compares song structure to tunes of the past to decide its hit potential Uses script analysis to predict if your movie will be a hit or a flop
  13. 13. Page 13 © 2014 Marketo, Inc.#mktgnation14
  14. 14. 14Proprietary & Confidential Who is the Jeopardy player in the middle?
  15. 15. Page 15 © 2014 Marketo, Inc.#mktgnation14
  16. 16. Page 16 © 2014 Marketo, Inc.#mktgnation14
  17. 17. Page 17 © 2014 Marketo, Inc.#mktgnation14 Finding the Trigger … Category Predictive Trigger Likelihood to Convert from MQL to SQL Foreign Exchange Services New office opened overseas 5x Switches & Routers New lease is signed 3x Marketing Software Spike in social media activity 3x Financial Software New CFO hired who previously bought from you 8x
  18. 18. Page 18 © 2014 Marketo, Inc.#mktgnation14 0% 5% 10% 15% 20% 25% 30% 35% 40% 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 PurchaseProbability Accounts Average 20% 40% 60% 80% 100% Predictive Targeting 0% Business Banking Example
  19. 19. Page 19 © 2014 Marketo, Inc.#mktgnation14 0% 5% 10% 15% 20% 25% 30% 35% 40% 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 PurchaseProbability Accounts Predicted Average Predictive Targeting Accounts Likely to Have a Specific Financial Service Need in Next 90 Days 20% 40% 60% 80% 100%0% Highest Probability Segment
  20. 20. Page 20 © 2014 Marketo, Inc.#mktgnation14 0% 5% 10% 15% 20% 25% 30% 35% 40% 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 PurchaseProbability Accounts Predicted Average Predictive Targeting 20 20% 40% 60% 80% 100%0% Companies with the following conditions… Balance of Trade Change Business has experienced >100% increase in balance of trade with Canada, China or Mexico in the past 30 days Recent Hire of Finance Executive Business has hired a Chief Financial Officer or senior controller within the past ninety (90) days >30% Increase in Search Advertising in the past 30 days Recent Expansion in Hiring & Recruiting
  21. 21. Page 21 © 2014 Marketo, Inc.#mktgnation14 0% 5% 10% 15% 20% 25% 30% 35% 40% 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 PurchaseProbability Accounts Predicted Average Different Contact Strategy by Segment 21 20% 40% 60% 80% 100%0% Engage via Front- Line Bankers Mid-stage Nurture
  22. 22. Page 22 © 2014 Marketo, Inc.#mktgnation14 Where is Marketing Automation? Cumulative Adoption Time A B C D E F 50-70% penetration
  23. 23. Page 23 © 2014 Marketo, Inc.#mktgnation14 Where is Predictive Marketing and Selling? Cumulative Adoption Time A B C D E F
  24. 24. Page 24 © 2014 Marketo, Inc.#mktgnation14Proprietary &
  25. 25. Page 25 © 2014 Marketo, Inc.#mktgnation14 Beki Scarbrough Sr Director, Mktg Automation & Analytics CA Technologies @RASCAR_99
  26. 26. Page 26 © 2014 Marketo, Inc.#mktgnation14 Conversion Rate from MQL to SRL is up… @RASCAR_99
  27. 27. Page 27 © 2014 Marketo, Inc.#mktgnation14 If Henry Ford had asked his customers what they wanted, they would have said ‘a faster horse’. @RASCAR_99
  28. 28. Page 28 © 2014 Marketo, Inc.#mktgnation14 When Marketing asks Sales what they want, they say ‘more leads’. Funnel Source: Marketo; The-Definitive-Guide-to-Lead-Generation@RASCAR_99
  29. 29. Page 29 © 2014 Marketo, Inc.#mktgnation14 So We Add More of the Same to the Funnel @RASCAR_99
  30. 30. Page 30 © 2014 Marketo, Inc.#mktgnation14 What If We Looked Outside the Funnel? @RASCAR_99
  31. 31. Awareness The funnel is nothing more than a way to explain what marketing does. Let it go. Deals Sales Leads Reputation Marketing Leads Demand Generation The Marketing Vortex
  32. 32. Page 32 © 2014 Marketo, Inc.#mktgnation14 Comparing Leads to Customers • Hires 50 new developers • New CIO • Develops own applications • Industry had security breach • Has multiple software releases Ideal Customer Ideal Lead • Downloaded a white paper • Registered for a football game • Downloads a trial • Visited your website • Clicked an online ad @RASCAR_99
  33. 33. Page 33 © 2014 Marketo, Inc.#mktgnation14 One of These Things is not Like the Other • Hires 50 new developers • New CIO • Develops own applications • Industry had security breach • Has multiple software releases Ideal Customer Ideal Lead • Downloaded a white paper • Registered for a football game • Downloads a trial • Visited your website • Clicked an online ad @RASCAR_99
  34. 34. Page 34 © 2014 Marketo, Inc.#mktgnation14 1. Why do we make this solution? 2. What problem does it solve? 3. How do you find the folks who have those problems? Do you have the tools you need? Do Your Leads Look Like Your Customers? @RASCAR_99
  35. 35. Page 35 © 2014 Marketo, Inc.#mktgnation14 In Only a Year, CA Went From This… SFDC Aprimo Mktg “Database” @RASCAR_99 ca.com Content Syndication
  36. 36. Page 36 © 2014 Marketo, Inc.#mktgnation14 Marketo MFM To this. Yet Something Was Still Missing ca.com Content Syndication Online Advertising Social Channels
  37. 37. Page 37 © 2014 Marketo, Inc.#mktgnation14 Traditional Lead Scoring: Just a Fancy Catcher @RASCAR_99
  38. 38. Page 38 © 2014 Marketo, Inc.#mktgnation14 Data Never Stops Happening @RASCAR_99
  39. 39. Page 39 © 2014 Marketo, Inc.#mktgnation14 Predictive Lead Scoring @RASCAR_99
  40. 40. Awareness Deals Sales Leads Reputation Predictive Leads Marketing Leads Demand Generation The Marketing Vortex: Category 5 @RASCAR_99
  41. 41. Page 41 © 2014 Marketo, Inc.#mktgnation14 Practical Tips • Ask sales to describe the “perfect customer” • Admit the marketing qualified leads don’t always match, but don’t discount their importance • Start with your most important solution areas • Trust the guys who do this every day • No need to reinvent any lead process • Keep the feedback loop going, refine • It’s Predictive Lead Scoring, not Psychic Lead Scoring @RASCAR_99
  42. 42. Page 42 © 2014 Marketo, Inc.#mktgnation14 Give Sales the World (That’s All They Really Want) @RASCAR_99
  43. 43. Thank You!

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