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.

1. Hacking Content Marketing
with Predictive Analytics

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. 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. Getting Started

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. Predictive is the Line Judge
Send to Sales
Do Not Work

7. “And you may ask yourself, well
How did I get here?”
- David Byrne, Talking Heads

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. Sales Prioritization

10. Sales Prioritization

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. Content Marketing
Challenges

13. Content Marketing
Challenges

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. 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. 3 Hacks

17. Hack 1:
eBook Program

18. 300 150 230

19. 2%
3%
35%
60%
300
15%
25%
20%
40%
150
5%
10%
30%
55%
230
A
B
C
D

20. Hack 2:
Video Marketing

21. 200 450 1,000
Product People Animation

22. 8%
12%
35%
45%
200
2%
3%
35%
60%
450
1%
4%
10%
85%
800
A
B
C
D
Product People Animation

23. Hack 3:
Content Syndication

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. 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. 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. 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. 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. +50%
marketing
efficiency
+50%
increase in monthly
pipeline creation
2.2x
higher converted A-
Leads than average

30. Behavior & Engagement

31. FIT BEHAVIOR
Do you LOOK like a buyer? Do you ACT like a buyer?

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)

34. CRMMarketing Automation

35. Fit vs Behavior
Window 1 Window 2 Window 3 Window 4
Fit
Behavior
Time
0
A
3
A
3
A
2
A
1

36. Fit vs Behavior
Time0
Activity
A
3
A
3
A
2
A
1

37. Fit vs Behavior

38. Putting Behavior to Work

39. 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

40. Primary Inbound Nurture + Behavioral Model
Request a Quote
Contact Me
Request a Demo
Free Trial
Hard Offer - Hard Conversion
Hard Offer

41. Primary Inbound Nurture + Behavioral Model
A-LeadsWeb
Marketing
Automation
Sales
Development
Marketing
Nurture Programs
Soft Offer Hard Offer

42. Nurture the Customer Journey

43. Scour your Marketing Systems

44. 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

45. Q&A