From Conceptual to Practical: Applying Predictive to Your Everyday Marketing Programs

© 2018, Mintigo. All Rights Reserved.
Today’s Speakers
Gail Morag
VP of Partners &
Business Development @
Mintigo
Gaea Connary
Consultant @
DemandGen

Agenda
• Predictive and AI transformation
• ICP discovery
• AI for marketing results
• Operational success through use-cases
• Current assessment & benchmarking
• Real-world application of predictive
• Aligning sales & marketing
• Preparing for predictive

Housekeeping
• Slides and recording will be sent out via email after the
webinar
• Tweet us @mintigo and @demandgen
• Questions? Please type them in the chat box and we
will try our best to answer them in our Q&A

“Radically Improve Sales Productivity and drive Double-Digit Sales Growth with minimal
additions in their sales teams and cost base
“Revenue Growth (2.3x industry average), Profitability (3 to 5% additional return on sales)”.
“Gartner clients have reported payback within one quarter of being in production
and Revenue Increases up to 10 times in first two years”.
“2.9x more likely to report Revenue Growth at Higher Rates
2.1x more likely to occupy Commanding Leadership position
1.8x more likely to Consistently Exceed Goals”.
Predictive and Digital Transformation –
Unlock the Potential

Bizible Drives Higher Conversion & ASP
Use cases:
• Automate Selection of Account and Prioritization
• Optimization of SDR Outbound outreach - focus on the high value accounts
• Account Data (Fit and Intent) Enrichment for Personalization, Segmentation and Precise targeting
• Sales Enablement with Actionable Intelligence for better engagement and conversions

What is Predictive and How Does it Work ?
Discovers Your High-Def ICP
Your Data
House ListPositive List
Mintigo Global Database
Over 600M Positive Data Points
• Job titles
• Hiring
• Financials
• Firmographic
• Personal profiles
• Technologies
• Website content
• Browsing behavior
• Content engagement
• Marketing activities
Account or Lead Based Model
Matching your data
with our data
Predictive
models Ideal Customer Profile
(ICP)
Prioritization, Scoring
& Insights
ABM Segmentation
& Discovery
25M+
Companies
200M
Contacts
4,250+
Fit and Intent
Indicators
MAP
Your Database
CRM
3rd Party Bulk API
Import / Export

A Full Customer Lifecycle AI Solution
Predictive ICP
Discovery
Accounts and Leads
Prioritization
Insight-Driven
Engagement
Geographic-Specific
Modeling
Enterprise / Mid-Market /
SMB Segmentation
Customer Marketing
Up-sell, Cross-sell
Retention Program
Sales
Enablement

A practical approach to
predictive analytics
Illustrating operational success through use cases
Gaea Connary, Consultant | DemandGen

Where are you today?
Do you already have a marketing automation platform?
Have you already implemented lead scoring?
How well is it working for you?

Benchmarking your Models
Question Metric to answer
Are ratings being calculated and synced to the CRM?
Do they show a healthy overall distribution of scores?
Rating Distribution
Is the volume of leads qualified by the model sufficient? Lead Volume
Are the qualified leads being accepted by Sales at a
healthy rate?
Conversion Rate
Are the qualified leads moving to acceptance,
qualification and won more quickly?
Velocity
Benchmark as many of these metrics as you can prior to launch of a
new model so you can demonstrate improvement.
You should also snapshot these and analyze at least every 6 months.

Comparing Results
A
356
A
329
B
19
B
98
C
136
C
42
D
18
D
62
E
5
E
44
-
44
-
3
Rules-Based Model
Predictive Model
578 Total Opps Won
$454,455
$8,900
$293,166
$4,751 $1,900 $8,564
$471,915
$168,780
$60,476 $44,381 $25,166
$1,018
A B C D E -
Total Won Amount - Rules-Based Model Total Won Amount - Predictive Model
$771,736 Total Opp Won Amount

The challenge: Which customers
merit higher-value touches to
drive the most business?

The solution: A sophisticated
application of Mintigo predictive analytics
Four Mintigo
models to
predict likelihood
to:
Grow
Decline
Churn
Win Back
Some models a
hybrid of
predictive and
rules-based
Segmented
customer
database
and ran models
on a weekly
cadence
High-scorers
created as
new leads
in rep’s CRM
queues

Good initial results, but then…
• Huge lead backlog
• Reps complaining about quality of leads
• Multiple high-scores from different models for the same
customer (e.g. both a Grower and a Decliner with a few
weeks of each other)
• Marketing had little visibility via feedback loopsIncreasing perception that Marketing was creating work,
rather than enabling efficiencies

What went wrong?
 Models all running side-by-side against same initial
dataset but with no linkages
 Differing segmentation of customer audience between
marketing and sales
 Poorly-governed service level agreements between
Sales and Marketing
 Low trust of the predictive model due to limited
understanding
 Misaligned KPIs between Marketing and Sales
HINT: It wasn’t the platforms!

A practical approach: Rebuilding trust
between sales and marketing
Architected
workstreams,
committees and
communication plans
Bi-weekly cadence of
Sales & Marketing
steering committee to
inform and gain
approval
Identification and
implementation of
“quick wins” to get
Sales’ buy-in
Launched Mintigo
“roadshow”
for Sales to grow
understanding of
predictive
Created feedback
loop between Sales
and Marketing by
codifying lead
management process
and systematizing in
CRM

The Mintigo solution
Program Segment Status Product
“Assigned”
model score
6 months refresh,
score all CRM
accounts
Logic-based
(Industry, Size)
Data augmentation
Account
status
scores
Multiple models, real
time integrated
Product
scores
Multiple models, real
time integrated
Segmentation ecosystem
Mintigo application

Status model decision tree
Data
Warehouse
Accounts
Data
(includes purchase
and usage history)
Churn
Prediction
Key
Account
Prediction
High(er)
Value
Prediction
Populate Key
Account
CRM indication
Recapture
Prediction
Filter: Churn
post-mortem
detection SQL
NoYes
Save Play
No
Yes
Opportunity Play Recapture Play
Business
Rules
“Assigned”
Model
(applied against
CRM data)
Renewals
(parallel
workflow)
Yes
No
Nurture Play

Preparing for predictive – what you can
do today
 Capture granular use cases for predictive and
action/resolution plans
 Firm up your lead management process
 Segment and accurately track target events in
your MAP and CRM
 Prioritize data sources and work to gain
highest completion
 Launch a predictive education roadshow
 Benchmark KPIs

Thank you!
Questions?
Thank You!
Questions?
@mintig
o
@demandgen

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