This document discusses the costs of delaying implementation of predictive marketing. It outlines 6 costs: 1) targeting the wrong accounts, 2) sales spending too much time on lead qualification, 3) not implementing technology that impacts the bottom line, 4) marketing not being able to prove their value to sales, 5) difficulty selling into new markets, and 6) not knowing where to start with account-based marketing. For each cost, predictive marketing is presented as a solution to help address the problem and streamline processes while impacting revenue and the bottom line.

1. BIG
COSTSOF DELAYING
PREDICTIVE MARKETING
THE
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2. We know there is a lot going on in your marketing
universe. From demand generation programs, to social
media, content creation, events, and vetting new
technologies—we get it—you and your team are busy.
Sometimes, the longer you wait to implement a
new platform or marketing strategy, the more money,
resources, and time you end up wasting on the
wrong activities.
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3. Whether you are just learning about predictive
marketing, thinking about implementation, or
making a case for it within your organization, there
are some questions, objections, and distractions
that come up.
But, in today’s multi-faceted marketing landscape,
there is an opportunity cost when you wait to
implement predictive technology.
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4. COST #1
You Are Targeting the Wrong Accounts
You optimize
your programs for
quantity over quality
Your batch-and-
blast techniques are
ineffective and costly
Your database
is filled with the
wrong accounts
X
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5. SOLUTION
Predictive Marketing Helps
You Target the Right Accounts
Analyze your complete prospect and
customer data to create an accurate, ideal
customer model
Use your model to derive a point of view
on every account in your market
Fills your funnel with the right accounts
Fit + Engagement + Intent = Your Next Best Customer
✓
✓
✓
✓
✓
✓
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6. COST #2
Sales Spends Too Much Time
on Lead Qualification
You send sales
a high volume
of leads
Sales spends
too much time
qualifying and not
enough time selling
Result: Lost deals
Sales complains about
the quality of leads
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7. SOLUTION
Predictive Marketing Helps
Sales Prioritize Leads
Uses your ideal customer model
Groups and prioritizes accounts and leads into buckets
Your sales team is more efficient calling and closing
Result: More deals closed!
$
✓
✓
✓
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8. COST #3
Not Implementing Technology
that Impacts Your Bottom Line
You are understaffed
and overtasked
You think there isn’t
time to implement
a new solution
Your energy is
focused on top-of-
funnel programs
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9. SOLUTION
Predictive Marketing Helps You Streamline
Processes, While Impacting the Bottom Line
Shift from demand generation
to demand acceleration
Stop spending cycles focusing on the wrong
activities and the wrong accounts
Decision-making is based on data, not guesswork
More high quality accounts = More revenue
✓
✓
✓
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10. COST #4
Marketing Can’t Prove Their Value to Sales
There is either not
enough leads or
too many bad leads
Lack of sales and
marketing alignment
Sales spends too much
time prospecting and not
enough time selling
X
X
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11. SOLUTION
Predictive Marketing Helps
Align Sales and Marketing
Predictive demand generation enables you to
generate accounts that mirror your best customers
Predictive scoring tells your sales team what is most
likely to convert
Full-funnel insights enables sales and marketing love!
✓
✓
✓
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Result: No Leaky Funnel!

12. COST #5
It’s Hard to Sell Into New Markets
No defined strategy
for targeting
new verticals
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Loss of money
based on endless
program testing
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Limited visibility
into new markets

13. SOLUTION
Predictive Marketing Helps You Target
the Right Accounts in New Markets
Applies your ideal customer model against new
markets to choose or validate expansion strategy
Generates targeted accounts and leads that
fit the buyer profile in your new market
Intelligently expand into new markets
Your customer model evolves as your company evolves
✓
✓
✓
✓
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Result: Company Expansion!

14. COST #6
You Don’t Know Where to Start
with Account-Based Marketing
You want to
target accounts
vs. leads
You don’t know
which accounts to
start targeting
You don’t know
which accounts in your
database are the best fit
for your company
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15. SOLUTION
Predictive Marketing Helps Optimize
for an Account-Based Model
Data driven audience selection delivers your target
account list
Provides key insight into your target account approach
Eliminates the guesswork found in manual account
identification process
✓
✓
✓
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Predictive marketing is the first step to ABM

16. Are you ready to try predictive marketing?
Take a look at EverString.com!
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