[Webinar] Driving The Ultimate Customer Experience With Predictive Marketing & Personalization

© 2015 Mintigo. All Rights Reserved. www.mintigo.com
Driving The Ultimate
Customer Experience With
Predictive Marketing & Personalization
Presented by:
Tony Yang
Sr. Director of Demand Gen
@tones810
Ashley Chavez
Director of Marketing
@AshleyMChavez

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#PredictivePersonalization

What is predictive analytics or predictive marketing…
and how can it help me?

Predictive Analytics:
Technology that learns from
experience to predict the future
behavior of individuals in order to
drive better decisions.

Mintigo
Enterprise Predictive Marketing Platform
Our mission is to master data
science to revolutionize the way
people market and sell.

*Source: 451 Marketing #PredictivePersonalization

One-Size-Fits-All Messaging Only Works On Some
*Source: Way Back Machine - http://archive.org/web/. Screen capture of www.leapfile.com circa 2007

More Targeted
Messaging &
Value
Proposition

Do you really know who your ideal customers are,
and what matters to them?

Buyer Persona Templates –
A Framework For Understanding Your Customer

More Resources on Developing Buyer Personas

*Source: 2015 Demand Gen Report Benchmark Study: What’s Working In Demand Generation
“How would you describe your current progress with buyer personas?”

Challenge Isn’t Lack Of Frameworks or Tools, It’s Lack Of
Insightful Data & Understanding Which Ones Matter

Identifying Your Ideal
Customer Without
Enough Of The
Right Data
Is Like This…

Current View Of Customers Is Based
Only On Data That The Company Tracks
Firmo/Demogra
phic Signals
Behavioral
Signals

Firmo/Demogr
aphic Signals
Behavioral Signals
In reality, there
are lots of data
“out there” that are
better buying signals

Identifying Your Ideal Customer Profile With
Predictive Analytics
4,000+ indicators for
10M Companies & 100M Contacts
Discover Your
CustomerDNA™
Closed Won
Customers Common
indicators or
traits shared by
customers

So instead of just getting this…
Company
• Job Title
• Email
• Industry
• Revenue
• Number of Employees
• HQ Location
• Activity Data

Web Site Content and Techs
• Website Content:
Host Webinars
Offer Complex 1:1 Demo
Use Infographics, eBooks, White
Papers and Blogs
• Website Technology:
Ad Services, Live Chat
Log-In, SSL
• Advertising Technologies: Atlas,
Google Adroll, Google Adwords,
DoubleClick for Advertisers
• CDN Technology:
Akamai, Amazon
• DNS: Neustar, Amazon, Dyn
Company
• Is SaaS
• Cloud Computing Techs: AWS
• Growing Company: Hiring >250
Employees Annual
• Location growth: Has Multiple
Locations, new locations, distributed
workforce, etc.
• Company has Call Center
• Compliance: SOX, HIPAA,
FINRA/FISMA
• Mobile: BYOD, Mobile Developers
• Has Datawarehouse: Use Oracle
OBIEE, SAP Business Objects
CyberSecurity
• Hiring employees with security clearance, SEIM
positions, cyber attack, cyber security, IT security,
security certified, etc. positions
• Has had a breach, major security event
• Iaas, Paas, Saas, eCommerce companies
• High compliance requirements, PCI/DSS, HIPPA,
Truste, etc.
Competitors & Partners
• Using Web Conference Tools: Cisco Webex, Citrix
GoToMeeting
• Webinar/Webcasting Tech: On24
• Web Analytics Technologies:
WebTrends, Optimizely, CoreMetrics, WordPress
Stats, ClickTale
• Customer Experience: Foresee
Integrations & Partners
• CRM: SalesForce, Siebel, Netsuite, MS Dynamics
• CMS Technologies:
SiteCore, Joomla, WordPress, Drupal
• Using Collaboration Tool:
Sharepoint, Jive, Atlassian, Jira
• Marketing Automation:
Marketo, Eloqua, Pardot, Eloqua, HubSpot,
ExactTarget
• Email Services: Dyn, Rackspace, icontact,
Symantec cloud, McAffee SaaS, madrill, mailchimp
…you can get this.

Example of actionable insight
After the initial implementation, Neustar
found that there was a 99% correlation
between purchasing an SSL certificate and
the purchase of one of their product lines.
As a result, Neustar set up a strategic
partnership with the top SSL provider.

4 Layers Of Data To Build
Your Ideal Customer Profile

1. Firmo-/Demographic Data
• Gives you basic profiling info
• Ex: industry, job title, location, etc.
• Get these from form fills, in your marketing
automation, CRM, LinkedIn, 3rd party data
sources (e.g., ZoomInfo, Data.com, etc.)

1. Basic Firmo-/Demographic Data
2. Behaviorial/Activity Data
• Helps you understand interests that can point to
potential needs
• Ex: content downloads, webinar
registration/attendance, email clicks, page visits,
etc.
• Get these from your marketing automation,
CRM, Google Analytics, your product usage
data

3. Exogenous Account & Contact Data
• Deeper level understanding of company-level
needs & buying center characteristics
• Ex: complimentary or competitive technologies
used, org structure, hiring trends, etc.
• Try tools such as Builtwith.com or Ghostery,
LinkedIn’s advanced search (keywords +
company), some 3rd party data vendors can
provide (e.g., D&B/Netprospex, etc.)

3. Exogenous Account & Contact Data
4. Exogenous Intent Data
• Identifies potential buying intent
• Ex: interests in topics your product addresses,
access to reviews & social validation, etc.
• Can get from customer queries from search &
social (e.g. Twitter Analytics, Facebook Graph
Search), content syndication tools, etc.

Current State of
Personalization

3
3
Confidential © 2015 Get Smart Content
What is Personalization?
Leveraging behavioral, demographic or
firmographic data to create more relevant digital
experiences and drive conversions.
Source: Forrester, 2014

3
4
Why personalize?
“74% of consumers get frustrated with content,
offers, and ads irrelevant to them.”
Source: Janrain, 2013

3
5
Too Focused on Email
0 10 20 30 40 50 60 70 80 90 100
Other
SMS
Search Engine Marketing
Social media
Offline
Website
Email
Source: eConsultancy, 2015
Through which channels do marketers personalize?

3
6
According to DemandGen
Report’s “The 2014 B2B
Buyer Behavior Survey,”
after web search, vendor
web sites are the leading
choice for both the second
and third source among
buyers.
Source: DemandGen Report, 2014
Most Critical Channel – The Website
What were the first three sources of information
you used when you began your solution research,
in order of importance?

3
7
“74% of B2B buyers told Forrester they research
half or more of their work purchases online.”
Most Critical Channel – The Website

3
8
Looking to Improve
Source: eConsultancy, 2015

3
9
Long-Term Benefits
“By 2018, B2B companies who craft personalized
experiences will outperform those who don’t by
30 percent.”
Source: Gartner, 2014

4
0
Delivering Quality CX
“Brands that consistently ranked as
customer experience leaders delivered a
return three times higher than the S&P
500.”

4
1
Delivering a Consistent CX
Source: Forrester 2014

4
2
Creating Relevant Offers
“Fifty-eight percent of marketers [using
relevant offers] reported an increase in
conversions by 5 percent or more as a
result of using relevance tactics.”

How to Personalize
using Customer Data

4
4
Learn from B2C
“Transactions by themselves are not
enough to hook customers; you need
more. B2C figured that out long ago.”
Source: Executive quoted by Forrester, 2014

4
5
Ex: Amazon
Relevant Offer
Personal
Recommendations
Personal
Content

4
6
Ex: Amazon
No Offer
General
Content
General
Recommendations

4
7
Customer vs. Prospect

4
8
Customer vs. Prospect

4
9
Use Case

5
0
Use Case

5
1
Industry

5
2
Industry

Mapping Out Customer Experience Marketing Through
The Funnel For Each Persona
TOFU
MOFU
BOFU

TOFU
MOFU
BOFU
*Source: “The SiriusDecisions Product Messaging
Map Framework”. SiriusDecisions Research Brief

TOFU
MOFU
BOFU
Website/LandingPages/
CustomerCommunities
Channels
SocialSocialSocial
*Source: “The SiriusDecisions Product Messaging
Map Framework”. SiriusDecisions Research Brief
EmailEmailEmail
Conferences/Tradeshows
AdsAdsAdsAds

5
6
Stage in Buyer’s Journey

5
7
Stage in Buyer’s Journey

5
8
Key Data

Q&A

3 Ways To Learn More:
1 2 3
Predictive
Marketing eBook
mintigo.com/resources
or email:
tony@mintigo.com
Come See Us At
SiriusDecisions
Summit 2015
May 12-15
Nashville, TN
Register at:
sdsummit2015.com/
Guide To
Personalization
email:
achavez@getsmartcontent.com

THANK YOU!
Tony Yang
Sr. Director of Demand Gen
@tones810
tony@mintigo.com
Ashley Chavez
Director of Marketing
@AshleyMChavez
achavez@getsmartcontent.com

[Webinar] Driving The Ultimate Customer Experience With Predictive Marketing & Personalization

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[Webinar] Driving The Ultimate Customer Experience With Predictive Marketing & Personalization