Adding Predictive Marketing To Your Mix In 2015

Session sponsored by!
#SPS2014
Adding Predictive !
Marketing To Your !
Mix In 2015!

#SPS2014
Questions / ON24 Logistics !
•
Download
this
white
paper.
•
View
our
podcast.
•
Take
our
assessment
•
…

#SPS2014
Follow
this
webinar
on
TwiBer
#SPS2014
Demand
Gen
Report:
@DG_Report
LaGce
Engines:
@La.ce_Engines
Kerry
Cunningham:
@KerrySirius
Elle
Woulfe:
@ellehwoulfe

#SPS2014
About Demand Gen Report!
• Launched
in
2007
to
track
best
pracPces
in
lead
generaPon
• NewsleBer
has
grown
to
more
than
28,000
readers
• We
also
offer
a
menu
of
research
and
best
pracPces
reports
• New
audio/video
podcasts
at
DemandGenReport.com
@DG_Report
http://linkd.in/DG_Specialists

#SPS2014
Panelists!
MODERATOR:
Kerry
Cunningham,
Research
Director,
SiriusDecisions
Andrew
Gaffney,
Editor,
Demand
Gen
Report
Elle
Woulfe,
Director
of
Demand
GeneraPon,
La.ce
Engines

Why Predictive for
2015
Concepts and Considerations
Kerry Cunningham
Research Director, Demand Creation
Strategies
11/20/2014

Agenda • Conversion Rates – We Can Do Better
© 2014 SiriusDecisions. All Rights Reserved
7

• The 67% Myth And Why It Matters
8

• What The Buyer’s Journey Really Looks Like
9

• The Mysterious Inhabitants Of Your MAP
10

• Adoption And Usage So Far
11

• Adoption And Usage So Far
• 4 Keys To Predictive Success
12

Conversion Rates
We can do better

Why Predictive Is Needed
14
To better understand why
prediction is called for…

15
Definition of Terms
AQL A lead qualified through
progressive profiling and lead
scoring in marketing automation

16
Definition of Terms
TQL A lead that is qualified by
teleprospecting and deliverable to
sales

17
Definition of Terms
TQL A lead that is qualified by
teleprospecting and deliverable to
sales
SQL A lead that sales has vetted and is
putting into pipeline

18
Conversion %
AQL > TQL 10%-30%

19
Conversion %
AQL > TQL 10%-30%
TQL > SQL 10%-30%

20
Conversion from AQL to SQL =
1%-10%

Today, most of that
qualification involves
teleprospecting and
sales calls
21

The Future of B-to-B Lead Development
The Role of Data Science
Find clues that exist out in the
world, which reliably point to
qualifying criteria & buying signals
you would ask the decision-maker
about if you could get him/ her on
22
the phone?

SiriusPerspective:
23
The Lead Qualification 4-Box
Expensive/
Deep Cheap/ Deep
Expensive/
Shallow
Cheap/
Shallow
Shallow Deep
Slow/ $$$ Fast/ $
Degree of Qualification
The promise of predictive technology is to perform deep
qualification of accounts and opportunities through data science and automation.

SiriusPerspective:
24
Expensive/
Deep Cheap/ Deep
Expensive/
Shallow
Cheap/
Shallow
Shallow Deep
Slow/ $$$ Fast/ $
Buying Lists
With Marketing Automation
With Predictive Modeling

SiriusPerspective:
25
Expensive/
Deep Cheap/ Deep
Expensive/
Shallow
Cheap/
Shallow
Shallow Deep
Slow/ $$$ Fast/ $
1. List purchase and
selection
unsophisticated

SiriusPerspective:
26
Expensive/
Deep Cheap/ Deep
Expensive/
Shallow
Cheap/
Shallow
Shallow Deep
Slow/ $$$ Fast/ $
List Buys
selection
unsophisticated

SiriusPerspective:
27
Expensive/
Deep Cheap/ Deep
Expensive/
Shallow
Cheap/
Shallow
Shallow Deep
Slow/ $$$ Fast/ $
With MAP
selection
unsophisticated
2. Technology does yet
more qualification

SiriusPerspective:
28
Expensive/
Deep
Cheap/ Deep
Expensive/
Shallow
Cheap/
Shallow
Shallow Deep
Slow/ $$$ Fast/ $
With Predictive
selection
unsophisticated
2. Technology does yet
more qualification
3. And sales
becomes more
efficient

The 67% Myth
(and why it matters)

The 67% Myth (and why it matters)
67% …of the buyer’s journey ___________
30

67% is over before prospects talk
31
to sales

67% is over before prospects talk
32
to sales X

67% occurs through interactions with
33
your digital assets

67% occurs through interactions with
34
your digital assets X

67% of the buyer’s journey happens
online…
35

online… √
36

online…
and includes activity before and
after prospects talk to sales √
37

67%
of the buyer’s journey happens
online…
and includes activity before and
after prospects talk to sales
and involves your assets, your
competitors assets, influencers,
communities, social media… √
38

What the Buyer’s Journey Really Looks Like
And what it doesn’t look like

40
The Buyer’s Journey - Fantasy

41

42

43

44

45
Fantasy Lead Scoring
“Oh,
hey!
I
am
feeling
fully
nurtured.”

46
Fantasy Lead Scoring
“I’ve
established
a
budget
and
Pmeline,
and
I’m
and
ready
to
talk
now…”

47
The Buyer’s Journey - Reality

48

49

50
?

51

52

53

The Buyer’s Journey – A Long, Winding and Often Hidden
Road
“Oh, hey. Long time no
see…”
54

Road
“Thanks again for all that
great information. Super
helpful…”
55

Road
“… So… yeah. Now’s not a
good time…
I just bought from your
competitor.”
56

Road
57
“But…. But… that’s not
possible.”

Road
“You’re only in stage 3 of the
buyer’s journey…”
58

Road
“We just degraded your
score for inactivity.”
59

Road
“I mean… have you SEEN
your engagement score!!!”
60

4 Truths About The Buyer’s Journey

The Reality of Buyers’ Journeys
SiriusPerspective:
To really understand buyer’s journeys, marketers need to see more
than what interaction with their own assets will tell them.
62
Sometimes you see
them and
sometimes you
don’t

SiriusPerspective:
They continue even when prospects
stop interacting with you.
63
hBp://explodingdog.com/Ptle/thanksfornotanswering.html

SiriusPerspective:
Inactivity with respect to your assets may
mean many things, and lack of interest is only
one of those things
64

SiriusPerspective:
It is critical to understand where
buyer’s are and to meet them
where they are with relevant
content
65

66
Summarizing
Fo Far
1. Buyer’s journeys are rarely linear
2. Often happen out of our line of sight
3. And require that we track prospect progress
outside of our digital walls

The Mysterious Inhabitants of Your MAP

68

69

70

71
Mssr. Sans Title

72
Mssr. V.P. Operations

Mssr. Romano Nameless
73

74
Mr. Johnny Depp

75
Not Johnny Depp

They may be ‘garbage,’ but they may be buyers (for your
competitor). You’ll never know.
76

77
?
?
?
?
Yet another hidden cost of masked prospects…
?

78
?
Contact 1 @ buyerco
?
?
?
Yet another hidden cost of masked prospects…

79
Contact 4 @ buyerco
Contact 1 @ buyerco
Contact 2 @ buyerco
Contact 3 @ buyerco
Contact 5 @ buyerco

MAP-based Lead Scoring Is Far From Universally Adopted
SiriusPerspective:
Even among users of marketing automation, just over two-thirds of
16%
Don’t score
81
organizations are scoring leads.
16%
Don’t
score
leads
68%
Score leads
16%
plan to score
in 6 months
leads

MAP-based Lead Scoring Isn’t Impressing Sales
SiriusPerspective:
Most organizations that have implemented lead scoring do not have
a viable model, and are therefore unable to realize full value of scoring.
16%
Don’t score
leads
40% 68%
Score leads
60%
82
16%
plan to score
in 6 months

83
Perceived Benefits of PLS
Of users agree that predictive
lead scoring provides more
value than traditional (MAP
and point-based attribute and
activity) lead scoring
approaches

84
Of respondents said they would buy
predictive lead 98% scoring again.

85
Agree that they are receiving
value from their predictive lead
scoring platform.

The Growth of Predictive Lead Scoring
86
The number of organizations
adopting predictive is
growing rapidly

The Adoption of Predictive Lead Scoring
87

88
Is Failure a Prerequisite?
Rules—based lead
scoring failure is not a
pre-requisite for
predictive lead scoring
success.

90
4 Keys To Predictive Success
Involve sales

91
Establish SLAs
first

92
Set
reasonable
expectations

Establish
mechanisms for
capturing and
using feedback
93

94
Key Take-aways
• Conversion
rates
aber
automaPon
qualificaPon
are
sPll
very
low
• The
buyer’s
journey
conPnues
online
and
through
a
variety
of
channels
and
media,
even
aber
buyers
meet
sales
• There
may
be
a
lot
of
value
in
the
garbage
contacts
in
your
MAP
that
MAP
can’t
help
you
idenPfy
• PredicPve
lead
scoring
adopPon
is
climbing
rapidly
• Having
SLAs
and
enrolling
sales
in
the
development,
roll-‐out
and
fine-‐tuning
of
PLS
is
criPcal
for
success.

Elle Woulfe
Director of Demand Gen
Elle Woulfe
Director of Demand Gen
Lattice Engines
#MKTGnerd

BEHAVIOR
PROFILE
PASS TO
SALES

Know
Everything
That’s
Discoverable
Company
Profile
Size,
credit
raPng,
news
Growth
Profile
Employee,
locaPon,
facility,
and
contract
growth
Cloud
Maturity
CRM,
MA,
and
provisioned
infrastructure
OperaPng
Diversity
Divisions,
disparity
of
locaPons
&
personnel
Technology
Profile
Installed
technologies
and
maturity
ExecuPve
Change
Presence
of
new
personnel
AdverPsing
&
External
Investment
Spend,
trend,
Pming,
events
Social
Presence
1,000s
of
Other
ABributes
Downloads
Web
Page
Visits
Form
ConversaPons
Title
of
Contact
Webinars
ABended
Campaign
Response
Rates
Email
Opens
Video
Views
and
Engagement
Internal
Data
Sources

20%
80%
The
PredicPve
Opportunity

The
PredicPve
Opportunity…
Data
Science
&
Predictive
Analytics
ACQUIRE
CONVERT
ACCELERATE
GROW
RETAIN
INCREASE
TOTAL
FUNNEL
YEILD

Prioritize
Cultivate
Expand
Retain
Feed
Predict Your Next…
Predictability Across
the Customer
Lifecycle

Prioritize
Cultivate
Expand
Retain
Feed
BEST LEAD
Expand the Funnel:
Identify Your Next Best
Lead Segment

Prioritize
Cultivate
Expand
Retain
Feed
BEST LEAD
Expand the Funnel:
Lead Segment
27% More Leads
Passed to Sales

Prioritize
Cultivate
Expand
Retain
Feed
CONVERSION
Expand the Funnel:
Lead Segment
Curse of Abundance:
Apply Ruthless
Prioritization
27% More Leads
Passed to Sales

Prioritize
Cultivate
Expand
Retain
Feed
CONVERSION
Expand the Funnel:
Lead Segment
Curse of Abundance:
Apply Ruthless
Prioritization
27% More Leads
Passed to Sales
Increased Opportunity
to Win Conversion: 37%

Prioritize
Cultivate
Expand
Retain
Feed
TARGET
ACCOUNT
MQL Expansion:
Lead Segment
Curse of Abundance:
Apply Ruthless
Prioritization
Account Based
Targeting:
Prioritize Tactics &
Accelerate Conversion
27% More Leads
Passed to Sales

Prioritize
Cultivate
Expand
Retain
Feed
TARGET
ACCOUNT
MQL Expansion:
Lead Segment
Curse of Abundance:
Apply Ruthless
Prioritization
Increased ASP +26%
Win Rate 75%
Account Based
Targeting:
27% More Leads
Passed to Sales

Prioritize
Cultivate
Expand
Retain
Feed
CUSTOMER
MQL Expansion:
Lead Segment
Curse of Abundance:
Apply Ruthless
Prioritization
Account Based
Targeting:
27% More Leads
Passed to Sales
Cross-Sell/Up-Sell:
Target the Right Customer
with the Right Product
Increased ASP +26%
Win Rate 75%

Prioritize
Cultivate
Expand
Retain
Feed
CUSTOMER
MQL Expansion:
Lead Segment
Curse of Abundance:
Apply Ruthless
Prioritization
Account Based
Targeting:
27% More Leads
Passed to Sales
Cross-Sell/Up-Sell:
Increased ASP +26%
2-3X Increase in Pipeline, Win Rate 75%
Deal Size & Conversion

Prioritize
Cultivate
Expand
Retain
Feed
RENEWAL
MQL Expansion:
Lead Segment
Curse of Abundance:
Apply Ruthless
Prioritization
Account Based
Targeting:
27% More Leads
Passed to Sales
Churn
Mitigation:
Manage
Renewals
Cross-Sell/Up-Sell:
Increased ASP +26%
2-3X Increase in Pipeline, Win Rate 75%
Deal Size & Conversion

#SPS2014
Submit Your Questions!
•
Download
this
white
paper.
•
View
our
podcast.
•
Take
our
assessment
•
…

#SPS2014
Q&A // Panelists!
MODERATOR:
Kerry
Cunningham,
Research
Director,
SiriusDecisions
Andrew
Gaffney,
Editor,
Demand
Gen
Report
Elle
Woulfe,
Director
of
Demand
GeneraPon,
La.ce
Engines

#SPS2014
Thanks for attending this session!!
Make
sure
to
aBend
the
next
session
in
the
Strategy
&
Planning
Series:
hBp://dg-‐r.co/sps_14

Adding Predictive Marketing To Your Mix In 2015

More Related Content

Similar to Adding Predictive Marketing To Your Mix In 2015

More from G3 Communications

Adding Predictive Marketing To Your Mix In 2015