#FlipMyFunnel Boston 2016 - Tony Yang - How Predictive Empowers Your ABM Strategy Throughout the Flipped Funnel

How Predictive Empowers Your ABM Strategy
Throughout The Flipped Funnel
Tony Yang, VP of Demand at Mintigo
@tones810

© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel
Predictive & ABM – Lots of Buzz

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Ideal Customer Profile
(aka “CustomerDNA™”)
Customers
(“Positives” List)
Prospects
Predictive Models/
Machine Learning
How Predictive Modeling Works
Signals From The Web
(i.e., tech, org/hiring, financials, intent, etc.)

How Predictive Empowers Your ABM
1. Identifies Accounts Most Likely To Buy
(Your Ideal Customer Profile)

Is This How You Identify Your Target Accounts?

= Above $1B in revenue
High Tech, Telco, Retail
Marketing roles & titles
Firmographic
Behavior &
Customer
data
Enterprise Target Persona:
• Revenue > $1 Billion
• Number of Employees
• HQ Location
• Industry
• Contact information
• Behavioral data
• Product Usage / Ownership
$50 Million Annual
Marketing Spend
Old Way Of Selecting Targets

Large Enterprise,
High Investment in MarTech
 Will likely buy
Large Enterprise,
Low Investment in MarTech
 Most likely will not buy
Mintigo
Insights
Above $1B in revenue
$25 Million wasted
annually
=
• Revenue: Above $1B
• Industry: Software &
Manufacturing
• Marketing Tools: Marin
Software, Ensighten,
BazaarVoice
• CX: ForeSee,
OpinionLab
• PPC Spend: Above $5K
• Alexa Rank: < 100K
• CDN: Akamai
• Analytics: Adobe
Omniture
• Hires Demand Gen
roles
…
• Revenue: $100M to
Over $5B
• Industry:
Manufacturing,
Healthcare, Software
• No Marketing Tools
• No CX tools
• PPC Spend: Not
available
• Alexa Rank > 100K
• Less Demand Gen
Positions
• Less other Marketing
Indicators
…
Predicted: Half Of Audience Probably Won’t Buy

$25M to $5B in revenue
Reinvest $25 Million in
the Mid-Market
=
Large Enterprise,
 Will likely buy
Mid-Market,
 Will likely buy
• Revenue: Above $1B
• Industry: Software &
Manufacturing
• Marketing Tools:
Marine Software,
Ensighten, BazaarVoice
• CX: ForeSee,
OpinionLab
• Alexa Rank: < 100K
• CDN: Akamai
• Analytics: Adobe
Omniture
roles
…
• Mid Market: $25M-$5B
• Industry: Software
• Marketing Tools:
marketing automation,
webinar tools,
retargeting
• CX: Live Chat
• Alexa Rank: 20K-500K
• CDN: Amazon
CloudFront
• Analytics: Google, New
Relic
roles
…
Mintigo
Insights
“Mid-Market” Enterprises Look Like Buyers

Your ICP: Low-Res or HD?

2. Personalizes Your Value Proposition

"Without the midi-chlorians, life could not exist, and we would have no knowledge of
the Force. They continually speak to us, telling us the will of the Force. When you learn
to quiet your mind, you'll hear them speaking to you.”
―Qui-Gon Jinn to Anakin Skywalker
Use The Force!
our customers
right data ABM
how to engage
embrace predictive data

“Non-Intuitive” Insights
5X

Predictive Intelligence Drives Relevant Offers

3. Finds “Net New” Contacts & Accounts

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Predictive Platforms Finds “Net New”
Customers
Prospects
Predictive Models/
Machine Learning
Your Data
Records
(those already in
your funnel)
“Total Addressable
Market”
• Data for tens/hundreds
of millions of accounts &
contacts
• Score all of these
accounts & against your
ICP
• Download net new into
your MA or CRM
systems, or use in
named-account
campaigns

4. Enables More Intelligent
Engagement

“For my ally is the Force, and a powerful ally it is…Its energy surrounds us and binds
us.” ―Jedi Master Yoda describing the Force to Luke Skywalker
Data, Like The
Force, Connects
All Things
data
our martech stack

Example With Terminus

Highly Targeted, Relevant & Timely Messaging

4. Enables More Intelligent
Engagement
5. Reduces Churn,
Finds Cross-sell Opportunities

Model For Churned Profile & Look For Signals
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Customers
Prospects
Predictive Models/
Machine Learning
Churned Customers
 Intent on Competitors
and/or space
Churned Customer Profile

Multiple Models For Cross-Sell Opportunities
BONUS!
Predictive insights
enables sales
 Greater marketing
& sales alignment.

Tony Yang
@tones810
tony@mintigo.com
Mintigo
@mintigo
www.mintigo.com

#FlipMyFunnel Boston 2016 - Tony Yang - How Predictive Empowers Your ABM Strategy Throughout the Flipped Funnel

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#FlipMyFunnel Boston 2016 - Tony Yang - How Predictive Empowers Your ABM Strategy Throughout the Flipped Funnel