The document discusses the integration of predictive analytics and account-based marketing (ABM) to enhance B2B marketing success. It outlines how predictive analytics assists marketers in identifying target accounts, prioritizing leads, and sourcing new prospects through data insights. The primary benefits include better account selection, lead prioritization, and increased lead volume through the use of historical performance data.

1. Insight to Action: How Predictive
Analytics Accelerates B2B
Marketing Success

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4. How it was done:
Disconnected ‘DIY’ or
consultative approaches
are replaced...
Source: Forrester Research 2015

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The Convergence of Two Powerful Approaches
ACCOUNT BASED MARKETING
The Practice of Being Targeted
+
PREDICTIVE ANALYTICS
The Practice of Exploring all Possibilities

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"In fact, the relationship is so obvious that it almost
seems unnecessary to lay it out: predictive vendors help
marketers find accounts to target; ABM helps marketers
reach target accounts.”
—David Raab, Raab Associates

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What is Account Based Marketing?
ABM identifies insights, integrated marketing initiatives, and sales alignment
requirements to impact a target groups of customers and prospects.
Examples of account based models:
Source: SiriusDecisions 2015

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What is Predictive Analytics?
pre·dic·tive
/prəˈdiktiv/
Predictive uses your past data to predict outcomes.
Predict which 20% will convert.
Pick winners!

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The 80/20 Rule
20% of the prospects are responsible for 80% of sales
What is Predictive Analytics?

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Source: Forrester, August, 2015
#1 Barrier
Top Challenge for Marketers
Limited visibility into target accounts.

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Predictive: A Marketer’s Swiss Army Knife
Tactic
Matching
Opportunity
Scoring
Smart
Segmentation
Predictive
Personas
Prospect
Prioritization
Contact
Engagement
Prospect
Sourcing
Customer
Scoring
Source: SiriusDecisions

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Low ‘share of wallet’ or LTV
Top of the Funnel
Addressable Market
‘Beyond the Funnel’
Middle of the Funnel
Bottom of the Funnel
Current Customers
Too many leads.
Inaccurate forecasts.
Unknown market size & customer.
Too few leads.
High churn.
Uncertainty Across the Funnel

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Upsell / Cross-Sell
Determine which products are best-suited for existing
customers
Top of the Funnel
Addressable Market
‘Beyond the Funnel’
Middle of the Funnel
Bottom of the Funnel
Current Customers
Prioritization
Existing leads identified in your CRM based on
propensity to convert
Pipeline Forecasting
Inform likely revenue and sales outcomes of existing
pipeline.
ABM Insights
Inform total addressable market, create ideal customer
profiles, select accounts, plan territory/vertical
Acquisition
Target new look-alikes, predict lift & best marketing
channel
Churn Analysis
Certainty in determining whether a particular customer
will renew or churn
Predictive Use Cases Across the Funnel

14. Top 3 Ways Predictive Accelerates
B2B Marketing Success
—

15. 1) Predictive Account
Insights & Selection
Marketer’s Challenge:
Personalizing &
Operationalizing ABM
Campaigns
Predictive Solution:
Segment account universe &
deploy via deep integrations

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Predictive Driven
Account Selection
A Target
Account List
Aligning with sales for
account selection
ABM - Maturity of Account Selection
Leveraging Data
insights
Account Insights and Account Prioritization
Using Predictive To identify which Accounts are Most
Likely To Convert

17. 2) Predictive Lead
Prioritization
Marketer’s Challenge:
Too many inbound.
Predictive Solution:
Use data science to prioritize
inbound leads and accounts.

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Account 1 Account 2 Account 3
Industry: Finance Finance Insurance
Location: San Francisco, CA San Francisco, CA San Francisco, CA
Employees: 250-500 250-500 250-500
Revenue: $50M to $100M $50M to $100M $50M to $100M
Success Rate 8% 8% 4%

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Account 1 Account 2 Account 3
Industry: Finance Finance Insurance
Location: San Francisco, CA San Francisco, CA San Francisco, CA
Employees: 250-500 250-500 250-500
Revenue: $50M to $100M $50M to $100M $50M to $100M
Located at HQ: Yes No Yes
Advertising Online: Yes No Yes
Using Cloud CRM: Yes No Yes
Using Tableau: Yes No Yes
(News) Sales Target Misses Yes No Yes
Recent CMO Hire Yes No Yes
Success Rate 22% 4% 17%
High Priority Low Priority High Priority

20. 3) Predictive Prospect
Sourcing
Marketer’s Challenge:
In need of more lead volume.
Predictive Solution:
Source new accounts and
contacts based on historical
performance.

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Account Insights and Account Prioritization: Example
Strategy: Amplify and increase ROI for our Gold
Sponsor at Marketing Innovation Summit
Approach: Uncover target accounts and contacts
that Product Technology = Demandbase
Results: Radius is able to amplify our presence
at Marketing Innovation Summit by uncovering
the key accounts and contacts leveraging
Demandbase.

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Insights ActionsData
○ Territory Planning
○ Channel Recommendations
○ Channel Integrations
○ Conversion Tracking
Actualizing ABM Campaigns

23. Grow Without Boundaries
—

24. How it was done:
Disconnected ‘DIY’ or
consultative approaches
are replaced...
Source: Forrester Research 2015

25. How it is done:
...by end-to-end cloud
platforms that connect
data & machine-
learning with rich
customer experiences.

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27. Thank You
—