This document outlines Steve Susina's marketing company's journey with predictive analytics. They initially dismissed predictive analytics, but growing concerns over falling conversion rates and a lack of data led them to trial predictive scoring from Everstring. The trial analyzed existing customer data to score new leads. While it found most opportunities came from high-scoring leads, over half of prospecting was against low-scoring leads with little success. Recognizing the benefits of focusing on top prospects, they developed a plan to shift effort from low- to high-scoring leads to potentially generate many more opportunities.
The Profitable Agency: How to Attract, Retain and Grow a Profitable Client BasePR 20/20
#INBOUND 14 agency track deck. Growth is the easy part. Attracting and retaining a profitable client base is the real challenge for agencies. As the demand for digital increases, many agencies are offering new services, evolving internal processes, and evaluating alternate revenue and pricing models. The presentation provides 15 actionable tips to maximize your agency’s profits in the new era of marketing services.
Startup Marketing Series: The Marketing AssessmentPR 20/20
3-part event created for Bizdom Cleveland as an entrepreneur's guide to marketing success. Session 1—The Marketing Assessment—focuses on how to analyze your company, allocate resources and build a strong core.
How to analyze crm sfa data to enhance your planning - Japan ARRJapanARR
When you try to analyze something, one of the most important thing is to have hypothesis or goal that you want to see as the outcome. If you do not have any hypothesis or goal, you would not know what kind of data you should pull from database.
For CRM/SFA data, I believe we can find some “hints” for future opportunities by seeing the data by industry, company size, deal size and sales stage etc.
This presentation will explain how to analyze data that can be useful for planning.
Are you looking for a new strategy to grow your sales in 2013? These slides offer a quick guide on how a Big Data strategy can fuel sales growth in addition to offering top tips on sales productivity from experts including Jill Konrath, Kendra Lee, Dan Waldschmidt, Mark Hunter, Greg Alexander and more.
How Brands can use AI for Actionable Customer IntelligenceGanes Kesari
This session was delivered on Apr 20th 2020 at the Rutgers Business School. This was a Guest Lecture for the "AI in Marketing" class.
Session Brief:
Today, customers interact with brands continuously, either intentionally or indirectly. They do so on a number of channels, and leave a variety of digital footprints. Unfortunately, enterprises miss out on this opportunity to understand and connect with the customers. This session will show how brands can leverage data and technology to understand their customers.
Brands can harvest both structured and unstructured data from diverse channels. With the help of data analytics, they can build an integrated view of the customer. By overlaying the content with context, they can map every conversation on the customer journey. By stitching all these insights together, brands can use storytelling to help drive the right business decisions.
The Toughest Battles in SEO are Internal | Rachel Costello, Technical SEO at ...Rachel Costello
Battling it out in the SERPs with your competitors is one thing, but battling it out within your own company to get SEO tasks actioned is the real challenge in our industry. Rachel will talk you through how to prioritise and demonstrate the value of your SEO work in order to get tasks moved up the development queue, as well as receiving the buy-in your team deserves. In this session we will cover how to pick your battles for your SEO projects (and win them), building your case for presenting required actions, as well as how to get things done and prove both the results of your projects and the importance of SEO within your company.
Point Pricing: An Inside Look at PR 20/20's Value-Based Pricing ModelPR 20/20
In early 2014, PR 20/20 began rolling out a proprietary, value-based pricing model—Point Pricing.
Point Pricing ensures clients get the full value of every dollar spent, regardless of how much time it takes to deliver.
A point is a fixed unit of value, it is PR 20/20's value metric. Each project within a campaign is assigned a fixed-point total (e.g. blog post = 3 points) based on value creation rather than hourly estimates.
Points are allocated by campaigns and goal type (i.e. brand, leads, sales, loyalty), and therefore always tied to performance.
Points provide total transparency into pricing, progress, performance and resource allocation.
This deck was presented at HubSpot's 2015 Partner Day.
The Profitable Agency: How to Attract, Retain and Grow a Profitable Client BasePR 20/20
#INBOUND 14 agency track deck. Growth is the easy part. Attracting and retaining a profitable client base is the real challenge for agencies. As the demand for digital increases, many agencies are offering new services, evolving internal processes, and evaluating alternate revenue and pricing models. The presentation provides 15 actionable tips to maximize your agency’s profits in the new era of marketing services.
Startup Marketing Series: The Marketing AssessmentPR 20/20
3-part event created for Bizdom Cleveland as an entrepreneur's guide to marketing success. Session 1—The Marketing Assessment—focuses on how to analyze your company, allocate resources and build a strong core.
How to analyze crm sfa data to enhance your planning - Japan ARRJapanARR
When you try to analyze something, one of the most important thing is to have hypothesis or goal that you want to see as the outcome. If you do not have any hypothesis or goal, you would not know what kind of data you should pull from database.
For CRM/SFA data, I believe we can find some “hints” for future opportunities by seeing the data by industry, company size, deal size and sales stage etc.
This presentation will explain how to analyze data that can be useful for planning.
Are you looking for a new strategy to grow your sales in 2013? These slides offer a quick guide on how a Big Data strategy can fuel sales growth in addition to offering top tips on sales productivity from experts including Jill Konrath, Kendra Lee, Dan Waldschmidt, Mark Hunter, Greg Alexander and more.
How Brands can use AI for Actionable Customer IntelligenceGanes Kesari
This session was delivered on Apr 20th 2020 at the Rutgers Business School. This was a Guest Lecture for the "AI in Marketing" class.
Session Brief:
Today, customers interact with brands continuously, either intentionally or indirectly. They do so on a number of channels, and leave a variety of digital footprints. Unfortunately, enterprises miss out on this opportunity to understand and connect with the customers. This session will show how brands can leverage data and technology to understand their customers.
Brands can harvest both structured and unstructured data from diverse channels. With the help of data analytics, they can build an integrated view of the customer. By overlaying the content with context, they can map every conversation on the customer journey. By stitching all these insights together, brands can use storytelling to help drive the right business decisions.
The Toughest Battles in SEO are Internal | Rachel Costello, Technical SEO at ...Rachel Costello
Battling it out in the SERPs with your competitors is one thing, but battling it out within your own company to get SEO tasks actioned is the real challenge in our industry. Rachel will talk you through how to prioritise and demonstrate the value of your SEO work in order to get tasks moved up the development queue, as well as receiving the buy-in your team deserves. In this session we will cover how to pick your battles for your SEO projects (and win them), building your case for presenting required actions, as well as how to get things done and prove both the results of your projects and the importance of SEO within your company.
Point Pricing: An Inside Look at PR 20/20's Value-Based Pricing ModelPR 20/20
In early 2014, PR 20/20 began rolling out a proprietary, value-based pricing model—Point Pricing.
Point Pricing ensures clients get the full value of every dollar spent, regardless of how much time it takes to deliver.
A point is a fixed unit of value, it is PR 20/20's value metric. Each project within a campaign is assigned a fixed-point total (e.g. blog post = 3 points) based on value creation rather than hourly estimates.
Points are allocated by campaigns and goal type (i.e. brand, leads, sales, loyalty), and therefore always tied to performance.
Points provide total transparency into pricing, progress, performance and resource allocation.
This deck was presented at HubSpot's 2015 Partner Day.
[Webinar] Predictive Marketing: The Science Behind MarketingMintigo1
To watch the entire webinar replay, please visit:
http://www.mintigo.com/predictive-marketing-the-science-behind-marketing/
Title: "Predictive Marketing: The Science Behind Marketing"
Description:
One of the hottest trends in marketing and lead generation is predictive marketing. But what does it mean and how does it really work? Can it be implemented by mere mortals in marketing? Or does it require an army of big data scientists and a black box model?
Implementing predictive data for decision making surrounds us today. The challenge is providing advanced analytics without the need for a team of programmers. Join Tal Segalov from Mintigo as he shows how to quickly build predictive models and how to visualize the results for B2B businesses.
In this webinar you will learn:
- Who is already using predictive marketing all around you
- How 20% of your leads give 80% of your business and we have the proof
- The most efficient way to share predictive scores for optimal engagement
- The importance of clean data for building predictive models and constructing visualizations
About The Speaker:
Tal Segalov, COO and Co-Founder at Mintigo
Tal brings more than 15 years of experience in software development. Prior to Mintigo, Tal was AVP Research and Development for modu, the modular mobile handset company. His previous experience includes developing complex, large scale data analysis systems. He holds a B.Sc. EE and a B.A in Physics from the Technion – Israel’s leading school of technology. He also holds an executive MBA from Tel Aviv University.
Owning Enterprise SEO with Effective & Scalable Dashboards - Nick Wilsdon, Pr...DeepCrawl
Managing and monitoring SEO effectively is a massive challenge for enterprise businesses, not least because of the sheer scale of their websites. For this reason, we’ve invited Vodafone’s Search Product Owner, Nick Wilsdon, to enlighten us with a webinar on the topic.
Nick will cover the importance of using dashboards to monitor SEO issues and uncover insights for large websites, as well as providing you with actionable next steps to help you create your own dashboards.
Presentation delivered at the Albany PDD 2016 on what business architecture is, how it relates to project business analysis, and how business analysts can grow into a more strategic role.
This deck was used in the guest lecture delivered by Ganes at the Rutgers Business School, New Jersey, on July 7th, 2021. These slides were supplemented with a live business case that was used for the class discussion.
I did a training on basic metrics in digital marketing for a Boot Camp organized by Volunteers for Ideas and Projects. It's pretty basic, but covers the most important digital KPIs, especially for student NGOs in the beginning of a digital approach.
MKGO - Using Data, Automation & Predictive Analytics to Stay Ahead of Your Co...Matthew Kay
Artificial intelligence, machine learning and automation are buzzwords right now. You can barely go a day without hearing at least one of them mentioned in the news. But how can businesses best take advantage of these concepts? Are they actually affordable to all businesses - not just the enterprise companies?During this talk, I broke down the evolution of big data, how machine learning and artificial intelligence are affecting us today, and what people can do to capitalise on this opportunity.
7 Steps to Becoming a Performance-Driven Content MarketerPR 20/20
(#CMWorld 14 presentation) We have entered the age of content, context, and the customer experience. Audiences crave knowledge, answers, and entertainment, while marketers strive to provide remarkable brand experiences that capture the hearts and minds of their prospects and customers. Leading brands have become storytellers, but content creation and distribution is not enough. Marketers must go beyond brand storytelling to deliver personalized, highly relevant communications across all channels, and connect their actions to marketing goals including subscribers, reach, website visitors, leads, sales and customer retention.
TAKE-AWAYS:
* Learn how gaps in talent, technology and strategy are impacting content marketers’ ability to maximize ROI.
* Build integrated content marketing campaigns that take a scientific approach to success.
* Discover tools and techniques to connect content marketing activities to bottom-line business results.
Internal links are an important way of telling search engines about your site's most important pages, but most of the internal linking structures we see aren't optimised to take advantage of this.
Here, our Head of Data, James Bardsley, dives into some of the techniques, from scraping to machine learning, that we use to identify internal linking problems and find solutions at scale for enterprise businesses including Expedia and Gumtree.
How to Build an Account-Based Marketing Strategy Using PredictiveSean Zinsmeister
The two hottest topics in marketing – predictive and account-based marketing – aren’t on parallel paths, they’re on convergent paths. This presentation will cover valuable tips for using predictive models with not only inbound marketing, but ABM programs as well. Learn how predictive enables personalization at scale by helping you “right size” your marketing effort to the very best accounts. InsightSquared, a rapidly growing business intelligence powerhouse out of Boston, is a data-driven company that has deployed predictive best practices across its organization to make day-to-day work easier and smarter. Infer and InsightSquared experts will share new ways to align your sales and marketing efforts for maximum revenue impact through:
• Filtering and prioritization of inbound leads
• Deploying effective account-based selling and marketing strategies
• Optimizing marketing campaign efficacy
• Monitoring lead behavior to supercharge nurture programs
• Tracking and forecasting key metrics via sophisticated dashboard
[Webinar] Predictive Marketing: The Science Behind MarketingMintigo1
To watch the entire webinar replay, please visit:
http://www.mintigo.com/predictive-marketing-the-science-behind-marketing/
Title: "Predictive Marketing: The Science Behind Marketing"
Description:
One of the hottest trends in marketing and lead generation is predictive marketing. But what does it mean and how does it really work? Can it be implemented by mere mortals in marketing? Or does it require an army of big data scientists and a black box model?
Implementing predictive data for decision making surrounds us today. The challenge is providing advanced analytics without the need for a team of programmers. Join Tal Segalov from Mintigo as he shows how to quickly build predictive models and how to visualize the results for B2B businesses.
In this webinar you will learn:
- Who is already using predictive marketing all around you
- How 20% of your leads give 80% of your business and we have the proof
- The most efficient way to share predictive scores for optimal engagement
- The importance of clean data for building predictive models and constructing visualizations
About The Speaker:
Tal Segalov, COO and Co-Founder at Mintigo
Tal brings more than 15 years of experience in software development. Prior to Mintigo, Tal was AVP Research and Development for modu, the modular mobile handset company. His previous experience includes developing complex, large scale data analysis systems. He holds a B.Sc. EE and a B.A in Physics from the Technion – Israel’s leading school of technology. He also holds an executive MBA from Tel Aviv University.
Owning Enterprise SEO with Effective & Scalable Dashboards - Nick Wilsdon, Pr...DeepCrawl
Managing and monitoring SEO effectively is a massive challenge for enterprise businesses, not least because of the sheer scale of their websites. For this reason, we’ve invited Vodafone’s Search Product Owner, Nick Wilsdon, to enlighten us with a webinar on the topic.
Nick will cover the importance of using dashboards to monitor SEO issues and uncover insights for large websites, as well as providing you with actionable next steps to help you create your own dashboards.
Presentation delivered at the Albany PDD 2016 on what business architecture is, how it relates to project business analysis, and how business analysts can grow into a more strategic role.
This deck was used in the guest lecture delivered by Ganes at the Rutgers Business School, New Jersey, on July 7th, 2021. These slides were supplemented with a live business case that was used for the class discussion.
I did a training on basic metrics in digital marketing for a Boot Camp organized by Volunteers for Ideas and Projects. It's pretty basic, but covers the most important digital KPIs, especially for student NGOs in the beginning of a digital approach.
MKGO - Using Data, Automation & Predictive Analytics to Stay Ahead of Your Co...Matthew Kay
Artificial intelligence, machine learning and automation are buzzwords right now. You can barely go a day without hearing at least one of them mentioned in the news. But how can businesses best take advantage of these concepts? Are they actually affordable to all businesses - not just the enterprise companies?During this talk, I broke down the evolution of big data, how machine learning and artificial intelligence are affecting us today, and what people can do to capitalise on this opportunity.
7 Steps to Becoming a Performance-Driven Content MarketerPR 20/20
(#CMWorld 14 presentation) We have entered the age of content, context, and the customer experience. Audiences crave knowledge, answers, and entertainment, while marketers strive to provide remarkable brand experiences that capture the hearts and minds of their prospects and customers. Leading brands have become storytellers, but content creation and distribution is not enough. Marketers must go beyond brand storytelling to deliver personalized, highly relevant communications across all channels, and connect their actions to marketing goals including subscribers, reach, website visitors, leads, sales and customer retention.
TAKE-AWAYS:
* Learn how gaps in talent, technology and strategy are impacting content marketers’ ability to maximize ROI.
* Build integrated content marketing campaigns that take a scientific approach to success.
* Discover tools and techniques to connect content marketing activities to bottom-line business results.
Internal links are an important way of telling search engines about your site's most important pages, but most of the internal linking structures we see aren't optimised to take advantage of this.
Here, our Head of Data, James Bardsley, dives into some of the techniques, from scraping to machine learning, that we use to identify internal linking problems and find solutions at scale for enterprise businesses including Expedia and Gumtree.
How to Build an Account-Based Marketing Strategy Using PredictiveSean Zinsmeister
The two hottest topics in marketing – predictive and account-based marketing – aren’t on parallel paths, they’re on convergent paths. This presentation will cover valuable tips for using predictive models with not only inbound marketing, but ABM programs as well. Learn how predictive enables personalization at scale by helping you “right size” your marketing effort to the very best accounts. InsightSquared, a rapidly growing business intelligence powerhouse out of Boston, is a data-driven company that has deployed predictive best practices across its organization to make day-to-day work easier and smarter. Infer and InsightSquared experts will share new ways to align your sales and marketing efforts for maximum revenue impact through:
• Filtering and prioritization of inbound leads
• Deploying effective account-based selling and marketing strategies
• Optimizing marketing campaign efficacy
• Monitoring lead behavior to supercharge nurture programs
• Tracking and forecasting key metrics via sophisticated dashboard
Navigating Modern Marketing, Digital Transformation and InnovationFred Isbell
The world of marketing is undergoing unprecedented transformation. Trends such as Digital Transformation and Innovations including Cloud, Social Media and Big Data and Analytics have redefined the landscape of marketing technology. The Modern Marketer must combine both art and science to meet the constantly changing needs of stakeholders and the marketplace. In this session, we’ll examine the characteristics of a successful Modern Marketer, look at technology as a key enabler to Transformation and Innovation, address best practices for Thought Leadership and storytelling and examine the required skills for Modern Marketing.
As a marketer you know not all leads are the same. With the dollars you have to spend, it is critical to attract and market to buyers that will be the best fit for your business and not waste money on accounts that have low return or ultimately churn. Account-based marketing is a useful strategy that will help you achieve the right business outcomes by targeting specific high-yield accounts. But how do you get started and what really matters?
Check out this slide deck to get insights into the essentials of account-based marketing.
Watch This Free Webinar On-Demand: http://dg-r.co/2fuo7Y8 - Personas, Journeys & Content Maps – 3 Keys to Filling Your 2017 Pipeline with Quality Leads
Don’t spend another year trying to connect old methods to new technology - Build a plan to maximize your tech
Everywhere you look, there’s another brand-new marketing technology solution promising out-of-this-world results. But to succeed as a marketer today, you don’t just need the right technology; you need the right strategic and foundation to maximize its performance. Easier said than done, right? But it really is possible to provide a more predictable flow of quality leads to your sales team by integrating your strategy & technology better.
Get three key foundational elements marketers must build into their marketing plans to take full advantage of their technology and drive qualified leads to sales:
Buyer Personas – know buyer’s needs, desires and how they make decisions;
Content Maps – define the assets will you create to build affinity and increase close rates; and
Buyer Journeys – understand every step of the process and the methods buyers prefer.
Digital & Analytics Dialogue UK event, 26 Apr. 2018
Pestana Chelsea Bridge - London, UK
Website: http://goo.gl/kbDfkW
Sjaun goes through the engineering projects to build a framework and infrastructure to overcome the most frustrating issues his data science teams experience on marketing campaign projects (data preparation and automating activated data across 3rd party sites).
Agenda:
• Define and compare - Marketing Mix, Attribution Modelling &
Customer 360 degree view strategy aka Customer Journey
Analytics.
• Outline the value Customer 360 degree view strategy engineering brings to both models by
improving data quality matching off-site web data.
• The complexity of tracking customer journeys in Customer 360 degree view strategy.
• Explain the engineering solution and a quick example.
As presented during the Marketo Summit 2016 with Josh Hill. Whether you're just getting started in ABM or well on your way, here are the infrastructure and campaign tips and tricks to crush it.
Account Based Marketing Success Path - Infrastructure and Campaign SecretsJosh Hill
Need to jumpstart your ABM efforts yesterday? Don’t struggle with your martech stack and database to support your ambitious efforts. Join this session to learn how two Marketo Champions do Account Based Marketing, including:
The Segmentation Framework you didn’t know you needed for targeting Accounts and Personas How to measure the performance of your ABM tactics in Marketo Real-life ABM campaigns you can deploy immediately. (May 2016).
Four megatrends are defining today's and tomorrow's sales landscape: Technology, demographic shifts, economics of experimenting, and the power of the user. This speech by McKinsey's Jennifer Stanley explores the trends, and lays out the five things that sales executives need to do now to adapt. For more on McKinsey's megatrends, be sure to check out: http://www.mckinseyonmarketingandsales.com/megatrends-for-sales-organizations
Next Generation Marketign Analytics: Richmond Events Spring Marketing Forum B...Fred Isbell
Digital transformation and the rise of big data and analytics have fundamentally transformed marketing. The rise in importance of Customer Experience (CX) has changed the focus of marketing requiring increased insights. Marketers must combine the practices of analytics and data sciences to better understand the customer experience and journey and evaluate the success of marketing programs and campaigns. Presented at the Spring 2019 Richmond Events Marketing Forum in NYC, this session on the Evolution to Next Gen Marketing Analytics discussed critical competencies and insights, best practices and use cases for reporting, dashboards, predictive analytics, governance, data sciences and more.
Building Alignment for Predictive Marketing Success Lattice Engines
Learn how Hootsuite was able to work with the most enterprise-ready accounts. Lattice surfaced accounts with high likelihood of conversion and acceleration in the pipeline.
& Lattice presentation at the Marketing Nation Summit.
Making data sexy: Data Visualization for Digital MarketingMashMetrics
Are your stakeholders falling asleep while you explain your monthly reports? Are you having a hard time separating metrics from insights? Do your Excel charts look like they are from the 80's? This deck will explain some of the key pitfalls to a boring data presentation. We walk through a real-life Digital Marketing example of Google Analytics data and other insights to help you along your data-driven journey.
Similar to Predictive Analytics - Case Study & Trial Results (20)
Marketing Automation in Today's Digital LandscapeSteve Susina
Marketing automation platforms provide today’s marketer with an increasingly sophisticated set of capabilities that attract, engage, and retain new customers. Yet as the underlying technology becomes more powerful, understanding the capabilities of marketing automation becomes more complex. Cut through the noise and learn the basics of marketing automation and see how it can make the job of the marketer easier and more effective.
In this presentation, you will learn:
About marketing automation platform capabilities, including lead generation, lead scoring and lead nurturing
How marketers can make an informed decision and understand what they’re getting when they invest in marketing automation
Examples of how a marketing automation system can help today’s marketer achieve their business and marketing goals
This is my presentation from April 15, 2015 to the Marketo Marketing Nation Summit.
The topic covers the six drivers of eCommerce for B2B, the use cases (with examples) of B2B eCommerce, and some of the applications of marketing automation in an eCommerce application
Presentation to Orbit Media Group's monthly Wine & Web, delivered on 8/27/2013. This was an introductory level presentation that explained how I use Marketing Automation--specifically Marketo--to help generate and nurture leads in a publishing environment.
Reach Force Marketing Automation Mini Conference - 6/18/2013Steve Susina
Studies show that there is an inverse relationship between number of fields on a registration form and the number of conversions. A famous example provided by Marketo shows that reducing a form from 9 fields to 5 fields increased form completion rate by 45%.
Theoretically, if we have enough information we can we eliminate registration form altogether. Data exists in marketing automation (Name, Company, Job Title, Phone, etc.). Presentation describes results using formless registration
IT-Centric Disaster Recovery & Business ContinuitySteve Susina
This presentation was delivered to the Business Resumption Planners Association of Chicago meeting on 3/11/2010.
IT leaders who assume responsibility for their firm's DR/BC efforts need to understand how to build a cross-organization strategy that transcends IT organizational boundaries. In the presentation, we discuss the need for IT leaders to reach across the aisles to work with Line-of-Business leaders, and present a six-step framework on how to accomplish a cross-business IT-centric strategy.
Developing an Effective Speaker ProgramSteve Susina
Thought Leadership is an increasingly important part of the marketing mix. As the credibility and influence of traditional advertising, direct and telemarketing continues to wane, marketers are increasingly turning to methods that highlight capabilities in advance of a direct sales engagement. Public relations, social media and public speaking are among the ways companies can establish their expertise and generate positive impressions with prospects before the first sales call.
Speaking programs are an excellent way to build credibility and demonstrate thought leadership in an increasingly competitive market. Developing an effective speaking program takes time and effort, but there are ways to jumpstart the effort.
2. Page
2
@ssusina #MKTGNATION
Our Journey
• The
Evolving
Martech
stack
• What
is
Predic7ve
analy7cs/marke7ng/scoring
• Making
A
Decision
• Internal
Business
Case
/
Selling
the
Execs
• How
we
Evaluated
• Apply
to
prior
7
months
data
(July
2015
–
January
2016)
• Review
Mee7ngs,
Opportuni7es,
Pipeline,
Closed
Business
• Analysis
of
Prospec7ng
• Results
• Lessons
Learned
/
Work
to
do
3. Page
3
@ssusina #MKTGNATION
The Evolving MARTECH Stack
MARKETING AUTOMATION
MARKETO
SOCIAL MEDIA &
CURATION
FEEDLY & BUFFER
DATA
DATA.COM, ETAIL INSIGHTS,
LINKEDIN, HOOVERS,
BUILTWITH
CONTENT WORKFLOW
DIVVYHQ
WEBSITE/CONTENT MGT
WORDPRESS
WEBINARS
GO-TO-WEBINAR
CONTENT GENERATION
GRAMMARLY
SPEECHPAD
MEDIA RELATIONS
PR WEB/CISION
ANALYTICS
GOOGLE ANALYTICS, MARKETO
QUILL BY NARRATIVE SCIENCECRM
SALESFORCE.COM
4. Page
4
@ssusina #MKTGNATION
It Starts . . .
Marketing Nation 2015
• Recognized
the
buzz
about
Predic7ve
• Research
&
Educa7on
• Conclusion
.
.
.
We
know
our
prospects
.
.
.
We
have
a
defined
ICP
.
.
.
We
have
a
good
lead
scoring
model
.
.
.
We
Don’t
Need
This!
5. Page
5
@ssusina #MKTGNATION
Mountains of Data
Known
Engaged
MQL
SAL
6. Page
6
@ssusina #MKTGNATION
Mountains of Data
Known
Engaged
MQL
SALWARNING
Falling
Conversion
Rates
7. Page
7
@ssusina #MKTGNATION
Problem: Too Much and Too Little Data
9. Page
9
@ssusina #MKTGNATION
Moments of Clarity
• TOPO
B2B
Predic7ve
Technology
Report
• Forrester
Report
“New
Technologies
Emerge
To
Help
Unearth
insight
From
Mountains
of
B2B
Data
10.
11. Using
these
tools
.
.
.
.
.
.
considering
these
.
.
.
.
.
.
PA
is
next
step
on
the
con7nuum.
14. Page
14
@ssusina #MKTGNATION
Interesting Market Dynamics
• Number
of
strong,
venture-‐funded
firms
with
seemingly
similar
models
• Labce
Engines
• 6
Sense
• Min7go
• Infer
• Leadspace
• Everstring
• FlipTop
exited
w/
LinkedIn
acquisi7on
in
late
2015
• Strong
desire
by
industry
players
to
build
client
base
ahead
of
consolida7on,
posi7on
for
addi7onal
funding,
acquisi7on
15. Page
15
@ssusina #MKTGNATION
Interesting Market Dynamics
• Number
of
strong,
venture-‐funded
firms
with
seemingly
similar
models
• Labce
Engines
• 6
Sense
• Min7go
• Infer
• Leadspace
• Everstring
• FlipTop
exited
w/
LinkedIn
acquisi7on
in
late
2015
• Strong
desire
by
industry
players
to
build
client
base
ahead
of
consolida7on,
posi7on
for
addi7onal
funding,
acquisi7on
16. Page
16
@ssusina #MKTGNATION
Interesting Market Dynamics
• Number
of
strong,
venture-‐funded
firms
with
seemingly
similar
models
• Labce
Engines
• 6
Sense
• Min7go
• Infer
• Leadspace
• Everstring
• FlipTop
exited
w/
LinkedIn
acquisi7on
in
late
2015
• Strong
desire
by
industry
players
to
build
client
base
ahead
of
consolida7on,
posi7on
for
addi7onal
funding,
acquisi7on
17. What IS Predictive Analytics?
Statistical Model based on our
Closed-Won and Closed-Lost data
Integrates with our Salesforce
and Marketo databases
Scoring
model
applied
to
our
exis7ng
data
New
Lead
Acquisi7on
External
Buying
Triggers
18. Page
18
@ssusina #MKTGNATION
ABOUT OUR TRIAL
• Ini7ated
Trial
with
Everstring
12/2015
• Analysis
of
our
exis7ng
Closed-‐Won
and
Closed-‐Lost
• Crea7on
of
data
model
using
buying
triggers
• Built
model
to
create
predic7ve
score
of
our
exis7ng
database
and
real-‐7me
scoring
on
all
newly
created
leads
• Lead
genera7on
component
21. No
way
to
validate
costs
based
on
the
incremental
lead
genera7on
/
cost
per
lead.
Evaluating Predictive Analytics
Two Month Trial Six Month Sales Cycle
22. Page
22
@ssusina #MKTGNATION
Analysis of 167 SCHEDULED MEETINGS
(Inbound and Prospected) from US ISRs
July 2015 to February 2016
50
48
33
36
Prospec(ng
Mee(ngs
-‐
Overall
A
B
C
D
24. Page
24
@ssusina #MKTGNATION
32 Opportunities Created
15
12
2
3
Prospec(ng
Mee(ngs
–
Non-‐Inbound/Event
A
B
C
D
25. Page
25
@ssusina #MKTGNATION
Prospecting Activity
2468 new contacts with prospecting activity
533
608
768
559
0
200
400
600
800
1000
A
B
C
D
55% of ISR Prospecting against C and D Rated Leads!
More D-rated Leads prospected than A-Rated!
26. Page
26
@ssusina #MKTGNATION
Most of our Opportunities from Prospecting
are from A- and B-rated leads
0
20
40
60
80
100
120
140
Mee7ngs
Opportuni7es
A
B
C
D
85% of Opportunities
were based on A & B
rated leads!
27. Page
27
@ssusina #MKTGNATION
So, the only thing left to do . . .
28. Page
28
@ssusina #MKTGNATION
Not Quite . . .
• Pride
of
ownership:
“We
know
enough
to
call
the
right
prospects!”
• Fear
of
missing
out
–
some
of
those
Cs
and
Ds
might
s9ll
convert!
• There’s
no
way
we
can
afford
this.
29. Page
29
@ssusina #MKTGNATION
Avoid FOMO via Fast Track For Inbound C & D
30. Page
30
@ssusina #MKTGNATION
Overcome Expense Concerns: Use Math
• If
prospec(ng
(me
on
Cs/Ds
was
shiBed
to
As/Bs,
and
rate
of
mee+ng
&
opportunity
crea+on
is
consistent:
• 28
incremental
opportuni7es
over
the
past
7
months
• 48
incremental
opportuni7es
for
a
full
12
months
• Assuming
$350K
average
deal
size,
that’s
$9.8
to
$16.8
million
addi7onal
pipeline
• Based
on
33%
close
rate,
$5.5
million
in
addi(onal
sales
31. Page
31
@ssusina #MKTGNATION
2016 Sales Activity YTD
0
10
20
30
40
50
60
Closed
Won
Lost
-‐
Compe7tor
Lost
-‐
No
Decision
D
C
B
A
32. Page
32
@ssusina #MKTGNATION
Recommendations
• Approve
full-‐year
Everstring
contract
• Set
new
rules
of
engagement
for
ISRs:
• Reassign
all
Cs
and
Ds
to
Drip
Programs
• ISR
general
prospec7ng
to
be
restricted
to
As
and
Bs
• When
building
out
lists,
score
account
first,
only
pursue
contacts
if
account
is
rated
A
and
B
• Any
inbound
or
event
follow-‐up
requests
will
be
immediately
changed
MQL,
regardless
of
score
• Marke7ng
to
build
engagement
campaigns
for
Cs
and
Ds,
qualify
and
pass
at
TBD
minimum
engagement
threshold
33. Page
33
@ssusina #MKTGNATION
Two Month Post-Implementation
Prospecting
21.60%
24.60%
31.10%
22.60%
27.50%
28.00%
27.80%
16.70%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
A
B
C
D
34. Page
34
@ssusina #MKTGNATION
Two-Month Post-Implementation
Meetings Set
34.00%
32.50%
13.70%
16.40%
48.70%
25.60%
5.10%
17.90%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
A
B
C
D
35. Page
35
@ssusina #MKTGNATION
Post-Recommendation Pipeline
Generated
34.00%
32.50%
13.70%
16.40%
48.70%
25.60%
5.10%
17.90%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
A
B
C
D
$1.25
million
in
opportunity
pipeline
$0
in
pipeline
$20,000
in
pipeline
$0
in
pipeline
36. Page
36
@ssusina #MKTGNATION
Not losing opportunistic C and D Leads
$1,250,000
$20,000
$0
$0
$25,000
$0
$772,000
$250,000
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
A
B
C
D
37. Page
37
@ssusina #MKTGNATION
Conclusions
• Look
for
trial
opportuni7es
• A
longer
paid
trial
is
bemer
than
a
short
free
trail
• Make
sure
you
get
your
en7re
database
scored
• You’ll
need
it
to
determine
how
your
sales
team
is
spending
their
prospec7ng
7me.
• Take
advantage
of
market
condi7ons
when
nego7a7ng
• Separate
Inbound
from
Outbound
for
your
analysis
• Commit
to
fast-‐track
high-‐quality
inbound
leads