As innovative technologies continue to emerge, the role of marketers and buyers has drastically changed. How can they keep up with the onslaught of popular technologies and know what’s worth their time?
This year’s most talked about technology — predictive marketing — is surrounded by excitement and is leading the charge into new markets. We polled B2B marketers to understand what is driving the predictive marketing revolution.
In this webinar we will cover:
How mature and tech savvy is the average marketer?
How many marketers are using predictive marketing today?
How are marketers currently using predictive marketing?
The 6 Big Costs of Delaying Predictive MarketingEverString
Are you thinking about adding predictive marketing to your marketing technology stack? Take a look at this slide deck to learn the 6 big costs of delaying the decision to implement predictive marketing.
3 Key Strategies for Running the Ultimate Sales Development TeamEverString
Running a Sales Development Team can be tough. Learn about 3 key strategies our Director of Sales Development uses to increase team retention and lead conversion.
It is that time of year again! The time when we, as marketers, reflect on the past year and plan for the year to come. Marketing and technology change so fas that we need to prepare. To help with your 2016 planning--and for a fun look ahead into the future of marketing--EverString has compiled marketing predictions form internal and external thought leaders from around the company.
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.
According to the 2016 State of ABM by SiriusDecisions, the number one goal for ABM in 2016 is increasing revenue. Goals are only effective when they are measurable, so account-based marketers need to understand how to measure their ABM efforts in terms of revenue. Capturing the account-based nuance in your revenue measurement is essential to scaling and proving the value of ABM. In this session, I will discuss how ABM measurement differs from demand gen measurement – from measuring revenue on an account-basis, to engagement and attribution.
Eight Keys for Integrating ABM with Your Sales Team’s Existing Target Account...Demandbase
ABM can’t exist and succeed separate from your sales department. Whereas traditional marketing strategies and tactics can be executed without sales being involved, successful ABM requires tight coordination to achieve optimal results. Matt Heinz outlines eight essential elements for a successful integration of ABM with your sales team’s target account program.
Insight to Action: How Predictive Analytics Accelerates B2B Marketing SuccessDemandbase
B2B Marketers are collecting more data than ever before, but many are not yet successfully using it to drive growth. In this session, Darian Shirazi will share how to use data science and predictive analytics to acquire new accounts and leverage data insights across the funnel, increasing pipeline opportunities and ultimately, revenue.
The 6 Big Costs of Delaying Predictive MarketingEverString
Are you thinking about adding predictive marketing to your marketing technology stack? Take a look at this slide deck to learn the 6 big costs of delaying the decision to implement predictive marketing.
3 Key Strategies for Running the Ultimate Sales Development TeamEverString
Running a Sales Development Team can be tough. Learn about 3 key strategies our Director of Sales Development uses to increase team retention and lead conversion.
It is that time of year again! The time when we, as marketers, reflect on the past year and plan for the year to come. Marketing and technology change so fas that we need to prepare. To help with your 2016 planning--and for a fun look ahead into the future of marketing--EverString has compiled marketing predictions form internal and external thought leaders from around the company.
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.
According to the 2016 State of ABM by SiriusDecisions, the number one goal for ABM in 2016 is increasing revenue. Goals are only effective when they are measurable, so account-based marketers need to understand how to measure their ABM efforts in terms of revenue. Capturing the account-based nuance in your revenue measurement is essential to scaling and proving the value of ABM. In this session, I will discuss how ABM measurement differs from demand gen measurement – from measuring revenue on an account-basis, to engagement and attribution.
Eight Keys for Integrating ABM with Your Sales Team’s Existing Target Account...Demandbase
ABM can’t exist and succeed separate from your sales department. Whereas traditional marketing strategies and tactics can be executed without sales being involved, successful ABM requires tight coordination to achieve optimal results. Matt Heinz outlines eight essential elements for a successful integration of ABM with your sales team’s target account program.
Insight to Action: How Predictive Analytics Accelerates B2B Marketing SuccessDemandbase
B2B Marketers are collecting more data than ever before, but many are not yet successfully using it to drive growth. In this session, Darian Shirazi will share how to use data science and predictive analytics to acquire new accounts and leverage data insights across the funnel, increasing pipeline opportunities and ultimately, revenue.
A look at the marketing strategy with the highest ROI and how it helps companies close more accounts.
Get product and customer marketing tips right to your inbox once a week. Subscribe here: www.drift.com/subscribe
What a difference one year makes in the ABM journey. In this session, Megan Heuer will share results of the new 2016 State of Account-Based Marketing study, showcasing changes and trends in ABM adoption across B2B companies. Find out where the ABM revolution is today, and where it’s heading next.
#FlipMyFunnel Boston 2016 - Lindsy Lettre and Adam New-Waterson - The Big Dig...#FlipMyFunnel
The Big Dig: The Architecture of ABM Campaigns with Lindsy Lettre, Marketing Operations Manager at InsightSquared and Adam New-Waterson, CMO at LeanData
10 Lessons from Account-Based Marketing SuccessSangram Vajre
Account-based marketing (ABM) might sound easy but it's hard to operationalize it. Here are the 10 lessons I have learned from doing and seeing others do ABM at scale.
ABM is making it easier to understand which companies to target while MA platforms are bringing a level of automation to the nurturing process. However, what must still happen in between targeting and nurture is positive demand generation. This session shares best practices from the world’s best demand marketers.
You’ve heard a lot about Account-Based Marketing, but the reality is that Marketing alone isn’t sufficient. In order to turn your most valued accounts into revenue, you need to look beyond traditional marketing channels to incorporate sales, sales development, and customer success.
Join CEO and Founder of Engagio, Jon Miller, and CMO of Demandbase, Peter Isaacson for an in-depth look at how you can expand your account-based focus beyond just Marketing. You’ll learn how to surround your target accounts with relevant and timely messaging through coordinated campaigns extending across sales and marketing.
With over 3,700 marketing technologies to choose from and increasing pressure to prove ROI. B2B marketers have more opportunity, but less time, than ever before. In this session, Delphine Cherewick will share how implementing an agile marketing model empowers B2B marketers to leverage the right technology, innovate on strategy and optimize new digital programs.
Sales and Marketing: The New Power Couple Has ArrivedDemandbase
Most modern businesses understand that today’s B2B sales cycle requires insight between sales and marketing teams and that operating in silos can be a major setback to success. You need a strategy for tackling the three biggest issues that divide your teams so you can turn your Marketing and Sales organizations into one unstoppable super team.
Going Beyond the Empowered Buyer: The Next Five Mega Marketing Challenges Demandbase
In the modern B2B buying cycle, control has moved away from businesses and into the hands of their buyers. This challenge has inspired a wave of marketing innovation, but there are even bigger challenges ahead. Follow along as Mathew Sweezey reveals the next Five Mega challenges facing B2B marketers – and how to confront them.
Sirius Decisions 2015 Case Study With SalesLoft & TerminusTerminus
Kyle Porter, CEO of SalesLoft, joined Sangram Vajre, CMO of Terminus at the SiriusDecisions Summit 2015 to share a case study of how his company uses account-based marketing (ABM) at scale across a variety of use cases.
7 Strategies for Account-Based Marketing with SalesforceSangram Vajre
Presented at Dreamforce '17 by Terminus Co-Founder & CMO, Sangram Vajre, author of "Account-Based Marketing for Dummies" and founder of the #FlipMyFunnel movement transforming B2B marketing and sales. Learn the basics of ABM and seven practical strategies for demand generation, sales pipeline velocity, and customer marketing.
Account based marketing: from strategy and plans to execution and insightsEngagio
It’s time to go beyond the buzz of Account-Based Marketing and put the strategy to work. However, even some of the smartest and most sophisticated companies are struggling to align their organization and get started with ABM. It doesn’t have to be hard. In fact, it’s easier than you think. Join Engagio and Demandbase, to hear how the marketing leadership from each team has built a world-class ABM program from the ground up. You’ll discover who the key players are that you'll need for your ABM Tiger Team, critical factors for selecting the accounts most likely to close, and how to find the buyers and key influencers to cut sales cycles times in half. You'll also learn how to capitalize on anonymous buying behavior, and the biggest secrets to launching your ABM program.
Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide
Learn more about Engagio at Engagio.com
Twitter.com/Engagio
Linkedin.com/Company/Engagio
Facebook.com/Engagio
This presentation takes a deeper look into one of the most effective marketing strategies for B2B companies: account-based marketing. We'll discuss how to approach account-based marketing, create a strategy, and execute that strategy using HubSpot's software.
The Next Evolution of Account-Based MarketingTechTarget
Account-Based Marketing (ABM) is one of the hottest trends in B2B marketing today. And while ABM certainly has a number of powerful benefits for marketers, there remains confusion on how to properly – and successfully – execute an ABM strategy.
This presentation aims to clear up any questions about ABM and offers tips, advice and solutions for succeeding with your ABM initiatives. Learn about the promise and pitfalls of ABM, 6 critical success factors of ABM, LBM vs. ABM and more.
If you’re interested in learning more about how you can partner with TechTarget to help you succeed in your ABM strategies, please reach out to us at InstantABM@techtarget.com.
#RevenueSummit San Francisco 2017 - Matt Cameron - Moving Up Market: What is ...#FlipMyFunnel
Matt Cameron presented "Moving Up Market: What is different for a sales org when you go enterprise?" at the #RevenueSummit San Francisco 2017 conference
End to-End ABM: From Identification to Closed BusinessDemandbase
Account-Based Marketing has officially taken off. However, ABM involves more than simply executing account-focused campaigns. B2B marketers are now responsible for identifying the companies that are likely to buy, as well as delivering the right individual buyers from within those accounts.
Join Aman Naimat, Founder of Spiderbook, and Peter Isaacson, CMO of Demandbase, as they discuss strategies to identify net new accounts and close them faster with end-to-end ABM.
You will learn:
-The main drivers behind the expansion of ABM
-The difference between predictive and prescriptive account identification
-The power of buyer-specific insights for marketing and sales
What Sales Leaders Should REALLY Expect from Marketing AutomationAct-On Software
Having trouble selling your sales leadership on the benefits of marketing automation? Don't miss this exciting presentation from Ian Michiels of Gleanster Research on the returns you and your business can expect from automated programs!
[Webinar] Predictive Marketing: Competitive Advantage for Today, Survival for...Mintigo1
To view the full webinar replay, visit:
http://www.mintigo.com/predictive-marketing-competitive-advantage-today-survival-tomorrow/
Description:
Not so long ago, predictive modeling was a luxury item: a sophisticated tool used by big companies to squeeze another five or ten percent improvement from selected marketing programs. Today, it is rapidly becoming something that every company needs to survive.
The change is being driven by the speed of business. Shifts that formerly took weeks, months, or years can now occur in days, hours, or minutes as news flashes through online channels and social networks and customers change their behaviors in response. New products, new competitors, new messages, new applications, new problems, and new media can appear overnight. Hints about them are all buried in the “big data” of social media, Web behaviors, customer transactions, and product use, but can only be uncovered through techniques that work with big data volumes at big data velocity.
In this webinar, marketing technology expert David Raab from Raab Associates discusses why the time for predictive marketing is now and then explores practical applications of predictive marketing for B2B.
Predicting the future of b2b marketing with NexusCyance
How predictive analytics is transforming b2b marketing by squeezing the value from customer data and driving effective marketing targeting and campaign strategies.
A look at the marketing strategy with the highest ROI and how it helps companies close more accounts.
Get product and customer marketing tips right to your inbox once a week. Subscribe here: www.drift.com/subscribe
What a difference one year makes in the ABM journey. In this session, Megan Heuer will share results of the new 2016 State of Account-Based Marketing study, showcasing changes and trends in ABM adoption across B2B companies. Find out where the ABM revolution is today, and where it’s heading next.
#FlipMyFunnel Boston 2016 - Lindsy Lettre and Adam New-Waterson - The Big Dig...#FlipMyFunnel
The Big Dig: The Architecture of ABM Campaigns with Lindsy Lettre, Marketing Operations Manager at InsightSquared and Adam New-Waterson, CMO at LeanData
10 Lessons from Account-Based Marketing SuccessSangram Vajre
Account-based marketing (ABM) might sound easy but it's hard to operationalize it. Here are the 10 lessons I have learned from doing and seeing others do ABM at scale.
ABM is making it easier to understand which companies to target while MA platforms are bringing a level of automation to the nurturing process. However, what must still happen in between targeting and nurture is positive demand generation. This session shares best practices from the world’s best demand marketers.
You’ve heard a lot about Account-Based Marketing, but the reality is that Marketing alone isn’t sufficient. In order to turn your most valued accounts into revenue, you need to look beyond traditional marketing channels to incorporate sales, sales development, and customer success.
Join CEO and Founder of Engagio, Jon Miller, and CMO of Demandbase, Peter Isaacson for an in-depth look at how you can expand your account-based focus beyond just Marketing. You’ll learn how to surround your target accounts with relevant and timely messaging through coordinated campaigns extending across sales and marketing.
With over 3,700 marketing technologies to choose from and increasing pressure to prove ROI. B2B marketers have more opportunity, but less time, than ever before. In this session, Delphine Cherewick will share how implementing an agile marketing model empowers B2B marketers to leverage the right technology, innovate on strategy and optimize new digital programs.
Sales and Marketing: The New Power Couple Has ArrivedDemandbase
Most modern businesses understand that today’s B2B sales cycle requires insight between sales and marketing teams and that operating in silos can be a major setback to success. You need a strategy for tackling the three biggest issues that divide your teams so you can turn your Marketing and Sales organizations into one unstoppable super team.
Going Beyond the Empowered Buyer: The Next Five Mega Marketing Challenges Demandbase
In the modern B2B buying cycle, control has moved away from businesses and into the hands of their buyers. This challenge has inspired a wave of marketing innovation, but there are even bigger challenges ahead. Follow along as Mathew Sweezey reveals the next Five Mega challenges facing B2B marketers – and how to confront them.
Sirius Decisions 2015 Case Study With SalesLoft & TerminusTerminus
Kyle Porter, CEO of SalesLoft, joined Sangram Vajre, CMO of Terminus at the SiriusDecisions Summit 2015 to share a case study of how his company uses account-based marketing (ABM) at scale across a variety of use cases.
7 Strategies for Account-Based Marketing with SalesforceSangram Vajre
Presented at Dreamforce '17 by Terminus Co-Founder & CMO, Sangram Vajre, author of "Account-Based Marketing for Dummies" and founder of the #FlipMyFunnel movement transforming B2B marketing and sales. Learn the basics of ABM and seven practical strategies for demand generation, sales pipeline velocity, and customer marketing.
Account based marketing: from strategy and plans to execution and insightsEngagio
It’s time to go beyond the buzz of Account-Based Marketing and put the strategy to work. However, even some of the smartest and most sophisticated companies are struggling to align their organization and get started with ABM. It doesn’t have to be hard. In fact, it’s easier than you think. Join Engagio and Demandbase, to hear how the marketing leadership from each team has built a world-class ABM program from the ground up. You’ll discover who the key players are that you'll need for your ABM Tiger Team, critical factors for selecting the accounts most likely to close, and how to find the buyers and key influencers to cut sales cycles times in half. You'll also learn how to capitalize on anonymous buying behavior, and the biggest secrets to launching your ABM program.
Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide
Learn more about Engagio at Engagio.com
Twitter.com/Engagio
Linkedin.com/Company/Engagio
Facebook.com/Engagio
This presentation takes a deeper look into one of the most effective marketing strategies for B2B companies: account-based marketing. We'll discuss how to approach account-based marketing, create a strategy, and execute that strategy using HubSpot's software.
The Next Evolution of Account-Based MarketingTechTarget
Account-Based Marketing (ABM) is one of the hottest trends in B2B marketing today. And while ABM certainly has a number of powerful benefits for marketers, there remains confusion on how to properly – and successfully – execute an ABM strategy.
This presentation aims to clear up any questions about ABM and offers tips, advice and solutions for succeeding with your ABM initiatives. Learn about the promise and pitfalls of ABM, 6 critical success factors of ABM, LBM vs. ABM and more.
If you’re interested in learning more about how you can partner with TechTarget to help you succeed in your ABM strategies, please reach out to us at InstantABM@techtarget.com.
#RevenueSummit San Francisco 2017 - Matt Cameron - Moving Up Market: What is ...#FlipMyFunnel
Matt Cameron presented "Moving Up Market: What is different for a sales org when you go enterprise?" at the #RevenueSummit San Francisco 2017 conference
End to-End ABM: From Identification to Closed BusinessDemandbase
Account-Based Marketing has officially taken off. However, ABM involves more than simply executing account-focused campaigns. B2B marketers are now responsible for identifying the companies that are likely to buy, as well as delivering the right individual buyers from within those accounts.
Join Aman Naimat, Founder of Spiderbook, and Peter Isaacson, CMO of Demandbase, as they discuss strategies to identify net new accounts and close them faster with end-to-end ABM.
You will learn:
-The main drivers behind the expansion of ABM
-The difference between predictive and prescriptive account identification
-The power of buyer-specific insights for marketing and sales
What Sales Leaders Should REALLY Expect from Marketing AutomationAct-On Software
Having trouble selling your sales leadership on the benefits of marketing automation? Don't miss this exciting presentation from Ian Michiels of Gleanster Research on the returns you and your business can expect from automated programs!
[Webinar] Predictive Marketing: Competitive Advantage for Today, Survival for...Mintigo1
To view the full webinar replay, visit:
http://www.mintigo.com/predictive-marketing-competitive-advantage-today-survival-tomorrow/
Description:
Not so long ago, predictive modeling was a luxury item: a sophisticated tool used by big companies to squeeze another five or ten percent improvement from selected marketing programs. Today, it is rapidly becoming something that every company needs to survive.
The change is being driven by the speed of business. Shifts that formerly took weeks, months, or years can now occur in days, hours, or minutes as news flashes through online channels and social networks and customers change their behaviors in response. New products, new competitors, new messages, new applications, new problems, and new media can appear overnight. Hints about them are all buried in the “big data” of social media, Web behaviors, customer transactions, and product use, but can only be uncovered through techniques that work with big data volumes at big data velocity.
In this webinar, marketing technology expert David Raab from Raab Associates discusses why the time for predictive marketing is now and then explores practical applications of predictive marketing for B2B.
Predicting the future of b2b marketing with NexusCyance
How predictive analytics is transforming b2b marketing by squeezing the value from customer data and driving effective marketing targeting and campaign strategies.
How LeadMD Doubled Qualified Leads & Opportunities Using Predictive MarketingLeadMD
The idea of too many leads is a dream for most sales and marketing teams. But if your team can’t laser-focus on your optimal audience to drive conversion in your pipeline, that dream quickly turns to a nightmare.
In this deck, you'll learn:
1. What are Predictive Analytics?
2. How can you benefit from Predictive Marketing?
• Define the buyer
• Understand the actions that lead to purchase/win
• Replicate: Rinse, repeat
3. What are the simple next steps to get started?
Learn more about how predictive marketing is a game changer for retailers in 2016. See how retailers can use predictive analytics to boost their marketing campaigns, understand what predictive marketing really is, and the lay of the land.
Predictive marketing is the holy grail for marketers who want to communicate on a truly 1-to-1 basis with their prospects and customers.
But maturing to predictive marketing doesn’t happen overnight; it’s a journey with deliberate milestones.
If you’re ambitions include predictive marketing, there are steps you can take to vault your way to your goal.
This TLearn webinar will explore five measures we recommend based on our work with leading travel companies from around the world.
During this session you’ll learn about:
The Personalized Marketing Maturing Curve
Signs you’re ready to graduate to predictive marketing
Practical techniques that can help you achieve your goal
Presenters for our TLearn session are:
Dave O’Flanagan, Boxever, CEO
Nick Vivion, Global Event Lead and Moderator, Tnooz
Gene Quinn, CEO and Producer, Tnooz
This TLearn webinar took place on Tuesday 19th May 2015.
DxContinuum predictive analytics enable sales teams to generate more revenue, with better predictability. Available for Salesforce and Oracle Sales Cloud customers, DxC SalesSuite™ is enterprise-grade, easy to use and fast to deploy. Learn more at DxContinuum.com.
[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.
Predictive Intelligence for Marketers: The Key to 1to1 Personalization at Sca...Boomtrain
Watch the Webinar here: http://hubs.ly/H01m7DF0
These slides are originally from a webinar produced by VentureBeat and included Boomtrain, Forbes, TheNextWeb, and VentureBeat speaking on the subject of Predictive Intelligence and Personalization.
Today’s consumers are more savvy and more distracted than ever before; they have learned to ignore the constant marketing noise we as marketers have become guilty of pushing out. The organizations that cut through the noise and deliver relevant, highly engaging user experiences last, while those that don’t are soon forgotten.
The goal is to provide real value to each one of your users with every communication. If you make each user feel like a person (not a segment), they will keep coming back. Ignore their needs, and they leave. Beyond just personalization, we must individualize every user experience.
How do you scale individualization to reach every one of your users on a 1:1 level? How do you make sure you consistently provide value to every individual?
The answer: Machine Learning
Ask Yourself: “What if you had a marketer for every single one of your customers who knew their behaviors, product preferences, and types of topics they loved most?” Sounds impossible, unless you only have a handful of customers.
Machine learning makes this possible, at incredible scale. When you look at Facebook, Netflix, and Amazon, they solved the same problems with powerful machine learning. That same technology used to be locked up or “out-of-reach” for the majority. That has now changed.
In this webinar, you will learn:
* How modern marketers have already started implementing the same powerful machine learning being used by Facebook and Amazon.
* How companies like The Next Web have found success in repeatedly maximizing engagement through 1:1.
* What types of insights that machine learning will surface for you faster and with greater accuracy than previously available.
Featured speakers:
Andrew Jones, VB Insight Analyst, VentureBeat
Tom Davis, Chief Marketing Officer at Forbes Media
Martijn Scheijbeler, Growth, SEO & Analytics at The Next Web
Bob Colner, Director of Analytics at Boomtrain
Shannon Johlic, Head of Marketing at Boomtrain
[Webinar] Predictive Lead Scoring: How To Turn Data Into RevenueMintigo1
To watch the entire webinar replay, please visit:
http://www.mintigo.com/predictive-lead-scoring-how-to-turn-data-into-revenue/
Description:
“Predictive Analytics” is the buzzword du jour. With so many digital marketing tools, technologies, and channels at our disposal and the ability to track prospect and customer behavior, we are awash with data to be analyzed in order to predict and drive our marketing results. So, how do we cut through the clutter, sift through the hype, and bring the most critical data into focus? How do we put it to use?
Download the slides and watch this Marketo LaunchPoint webinar replay to discover how predictive lead scoring will put all of your data to work for you. Learn how the marketing ninjas at SmartBear Software have used Marketo and Mintigo to build an automated system that targets the right leads with the right messages at the right time.
You will learn how to:
- Profile your ideal customer so that you can target high-fit leads
- Score your leads in real-time based on that profile
- Optimally engage the leads by routing them to the appropriate nurture track or sales reps before even gathering behavioral data
Speakers:
Patrick Chen - Sr. Manager of Marketing Operations at Marketo
Tony Yang - Director of Demand Generation at Mintigo
Gary DeAsi - Sr. Marketing Manager & Marketo Champion at SmartBear Software
Marking the case_for_predictive_marketing___webinar_slidesSean Zinsmeister
Hear how real customers are infusing predictive analytics into their go-to-market machines.
In this Presentation you'll learn:
• Differences in approaches to launching a predictive solution
• Top use cases for getting started
• How to measure success
Customer Acquisition Hacks For the B2B MarketerRadius
A “hack” is a tip or trick that increases efficiency. With lowered marketing budgets and lengthening sales cycles, customer acquisition is an arena in desperate need of hacks.
Check out our customer acquisition hacks to run more effective marketing campaigns and speed prospects through the sales cycle.
4 Steps to ABM Success with Predictive AnalyticsInfer
Infer and Engagio are teaming up to demonstrate the powerful intersection of Account-Based strategies and Predictive Analytics.
In this webinar you’ll hear real-world examples of how to:
• Account selection & prioritization
• Finding lookalike net-new Accounts
• Activation & campaign execution
• Measuring success
[Webinar] Data, Predictive Analytics & Marketing Clouds: The Platform For The...Mintigo1
To view the full webinar, please visit:
http://www.mintigo.com/webinar-data-predictive-analytics-marketing-clouds-platform-modern-marketer/
Description:
In today’s B2B marketing world, there’s an increase in marketing complexity and an explosion in the quantity and types of data. Left unmanaged, complexity and data overload could prevent marketers from finding and developing their ideal customers.
Enterprise software companies including Oracle are offering an expanding marketing platform to the CMO under the category of marketing clouds. It’s no secret that many are expecting CMOs to outspend CIOs on technology purchases within the next several years, and marketing clouds and data tools will be front and center for marketers.
Check out this webinar to learn how predictive analytics combined with marketing clouds will bring silos of data and customer experiences together by enabling marketers to understand who their most likely buyers are and centrally manage and orchestrate campaigns.
The topics covered will include:
- The rise of the marketing cloud as the centerpiece in customer-centric marketing
- How data and predictive analytics uncovers the insights to power the marketing cloud
- Where marketing clouds are headed and what marketers need to understand to succeed in their organization
eMarketer Webinar: Predictive Marketing—Using Data Decisively at Every Stage ...eMarketer
A typical brand now has a staggering amount of data in its arsenal, and the marketing department’s goal is to use that data to deliver more effective results than ever before. Enter predictive marketing, which uses machine learning to deliver more accurate insights about how best to encourage sales from existing and new customers. Topics in this webinar include: What marketers are doing with predictive models; How many companies have moved toward predictive marketing, and how far along they are; What the return on investment (ROI) of predictive marketing can look like; Which challenges are proving difficult for adopters of predictive marketing.
Success with Predictive Content: The Story of Hatch Early LearningMarketo
You may have heard of predictive content, but have you heard of any actual success with it? View the slides to learn how Hatch, the leading provider of turnkey early learning solutions for young children, leveraged predictive content in Marketo to generate more engagement and qualified leads.
Increasing self-directed buyer behavior means that sales depends on marketing more than ever before. And now marketing is tasked with bringing in net-new quality leads at the top of the funnel. Learn how Everstring approached the age-old battle to align sales and marketing for record-breaking results at #LLS16: http://dg-r.co/2aMIf0V
Unlocking the Value of Usage Data March 20, 2014
Dan McGaw, Director of Marketing KISSmetrics @danielmcgaw
Puja Ramani, Director of Product Management & Analytics Gainsight @pramani #customersuccess #KISSwebinar
1 The Case for User Analytics, 2 Making User Analytics Actionable, 3 Realizing ROI
We Have Entered The Age Of The Customer
Customer data is everywhere
Welcome to our world of Customer Analytics.
How it works (it’s simple and powerful)
Your customer is at the heart of KISSmetrics
How effective is my signup process?
“You can’t maximize your revenue and profit unless you are tracking the lifetime value of each of your customers. And that’s what KISSmetrics does better than anyone else.” !! — Thomas (Zappos).
Which of my marketing channels has the highest ROI?
What do my customers do before they sign up?
Are customers coming back on a regular basis?
Making User Analytics Actionable
We all know a data driven world is inevitability
We track everything from our health to our homes to our children
We have more data about our customers than ever before
So what’s stopping us?
38% of companies are not able to communicate and interpret customer analytics results.
54% can’t integrate and manage all their data sources.
The four pillar approach is your roadmap to ROI
People Objective Strategy Technology
So what can you do?
Data Science Alert Rules and Playbooks Confirm Intuition
Blend with other data sources to discover insights
Score customer health using usage data
Have one view of all your customers
Fire off tasks or outreach based on usage
Take action on early warnings and manage each event
Consistently collaborate to keep customer relationships healthy
Who’s getting ROI from usage data?
Reduce Churn
THANK YOU
Dan McGaw, Director of Marketing KISSmetrics @danielmcgaw
Puja Ramani, Director of Product Management & Analytics Gainsight @pramani
The Intersection of Predictive and Account-Based MarketingPerkuto
The traditional methods we have used to reach our prospects are less effective in this new world. The top-of-funnel, mass-communication approach—blasting messaging on every channel to see what sticks—is proving only marginal success. For a B2B marketer, you engage in numerous marketing activities, but still get poor quality leads. There has to be a better way.
Engaging in a target account strategy not only helps you be much more targeted with your marketing, but it increases sales and marketing alignment—account-based sales should be met with account-based marketing. In this webinar we will cover how account-based marketing (ABM) and predictive marketing can make your campaigns incredibly precise and effective.
Join our webinar and learn:
- How to use predictive for target account selection
- How to deliver powerful, 1:1 interactions with your target accounts
- How to build a compelling, omni-channel ABM campaign at scale
The Value of Strategic Development in Digital Marketingjerianasmith
Advertising and marketing technology both continue to become a commoditized sector. Here at Single Origin, we understand this, which is why we focus on helping clients develop a comprehensive digital marketing strategy. This is where the real value is — in strategic development, consultation, and execution.
Advertising and marketing technology both continue to become a commoditized sector. Here at Single Origin, we understand this, which is why we focus on helping clients develop a comprehensive digital marketing strategy. This is where the real value is — in strategic development, consultation, and execution.
Sales & Marketing don't really get on... or do they?Catalyst
Alignment between marketing & sales is potentially the largest opportunity for improving business performance today. So, how can you make them work together?
As a digitally-minded advertising agency, Tocquigny frequently helps clients select, deploy and optimize marketing automation platforms to drive, nurture and convert leads. In Part 1 of The Marketing Automation Manual, we provide a basic understanding of this increasingly important element of the marketing mix and we help you assess the needs around marketing automation in your business. After this presentation, you’ll be ready for Part 2 of The Marketing Automation Manual. Visit www.tocquigny.com for more information.
A marketing campaign is not a press release, advertisement, digital tactic, etc. It’s all of these and more. But how do you determine the right mix of traditional, digital, social, direct response, mobile and more as an integrated marketing campaign?
Integrated marketing communications should drive purposeful, cross-functional and organizational collaboration to accomplish stated business objectives.
Find out how to bring strategic structure to the chaos in a way that your peers and leadership can clearly understand and support. Develop a strong, integrated campaign that will help you justify your marketing budget – or get a budget – to your organization’s executive leadership.
The days of casting marketing dollars into the abyss and hoping for the best are ancient history. Marketing analytics has transformed from a nice-to-have into an absolute necessity for businesses. As we step into the marketing landscape of 2024, this report is your key to unlocking the secrets, strategies, and trends that will shape the… Continue reading The Future of Marketing Analytics 2024 Predictions Unveiled
Building The Legacy of Sustainable Data-Driven Marketing.pdfCognitiveCreators
This presentation was part
of a webinar Cognitive Creators hosted on data-driven marketing.
Check out the video for more details: youtu.be/r2CZHvq5lNk
Description:
Spending more and more on paid advertisement isn’t sustainable. Neither from a financial perspective or a data perspective. What are we planning to do when platforms like Google, Meta, or TikTok would suddenly stop providing any data? If you think about Google’s third-party cookie ban, this concept is not even as distant as first seen.
That’s why the time has come when we as leaders consider new ways of reaching our target audience and escape the dependency trap set by these mammoths.
In our webinar, we reveal a path we can step on to fill in the data gaps by ourselves: the path of sustainable digital marketing through mindful use of data.
Besides collecting just as much relevant information on our potential customers as needed, we aim to create value with the data at our disposal without spending more and more.
Because the essence of marketing should always be about building trust and lasting relationships with the customers.
The change in the buyer’s journey has dramatically shifted the way marketers work. With marketers taking increasing ownership over pipeline, there is unprecedented pressure for marketers to target more effectively and to create more meaningful campaign touches.
But how do you know who to target and what kind of interaction is most meaningful for them? Most importantly, how can you maximize the impact of each interaction? With data. Join EverString and Lionbridge for a live discussion on how to uncover hidden pipeline by leveraging data and predictive modeling.
This is the simplest description of what we do at SIGMA Marketing Group. It's easy to get complex when you are selling database and marketing analytics, but it's hard to keep it simple. Sally Dixon did a GREAT job of articulating our special sauce!
A Crash Course, Understand Metrics vs. analytics. find the right metrics for you. Measure full funnel impact. B2B marketers are being held to new levels of accountability in this data-driven and buyer-empowered era.
Point of Sale Industry Report - An Executive SummaryAnil Noorani
Point of sale is ’more influential’ than tv, radio and press advertising, a new TKM consultants report finds.
The retail environment remains challenging and TKM Consultant’s 2017 POS survey, sponsored by Creo, aims to better understand how marketers responsible for POS, are adapting to the changing market landscape and their consumers’ needs.
The report helps us understand marketers’ opinions on how well they are executing campaigns across territories, building shopper insight and strategy into their campaigns, measuring ROI and using technology to help manage campaigns.
Further information can also be seen on the retail times website at: http://www.retailtimes.co.uk/point-sale-influential-tv-radio-press-advertising-new-report-finds/
Account Based Marketing: A Look Around the CornerMRP
So, what does 2017 have in store for Account-Based Marketing (ABM) practitioners?
In 2013 and 2014 marketers began adoption and testing of the practice. The hype surrounding the market was near deafening but a lot of fun. During 2015 and 2016 we saw ABM practitioners beginning to craft and adopt best practices. What’s around the corner for ABM?
During Q4 2016 Demand Metric connected The Account-Based Marketing Consortium and five C-Level executives in a live discussion. These experts from around the world applied their combined experience to explore what the next stage of ABM will look like.
Similar to [Webinar] What is Driving the Predictive Marketing Revolution? (20)
How to Build a World-Class ABM Practice with Fit, Intent, Recency, and Engage...EverString
Are you ready to FIRE up your ABM?
Join Kerry Cunningham, Sr. Research Director at SiriusDecisions, and Matt Amundson, VP of Marketing at EverString, to understand how to combine fit, intent, recency, and engagement data to build a potent go-to-market strategy.
Register to learn:
- The definition of FIRE
- How to uncover high-fit prospects who are showing buying intent
- Strategies to align marketing and sales
- How to introduce FIRE within your company
7 Steps To Take Your Marketing From Grody To YAAS with Predictive MarketingEverString
Predictive marketing enables you to use your existing marketing channels with a new level of precision to land bigger deals in a shorter sales cycle.
But predictive marketing isn't magic! Find out how you can use predictive to get your marketing #onfleek.
What the heck is EverString really? Find out how EverString helps you grow with predictive marketing, how the EverString Audience Platform works, and what you get out if it.
Check out the datasheet!
Account Based Marketing: The Brawn Behind the BuzzwordEverString
Account-based marketing is the B2B buzzword of the year—and for good reason. If done right, it works.
How can you best capitalize on this critical trend? And where do you start? In this slideshare we’ll give step-by-step instructions on how to build a compelling and scalable account-based marketing program that generates results. From the technologies used, to identifying the right accounts and prospects, to the multi-channel campaign execution, we’ll share best practices so you can set up a systematic account-based marketing blueprint of your own.
7 Steps for Converting Leads Faster with Multi Channel Demand AccelerationEverString
When fully integrated into your demand generation efforts, predictive marketing takes you a league beyond demand generation, and into demand acceleration. Demand acceleration allows you to use your existing marketing channels with a new level of precision to land bigger deals in shorter sales cycles.
But, predictive isn’t a silver bullet. You still need to nurture your leads, creating relationships with them overtime. However, predictive changes how you create those relationships, since you have access to much more data than you would otherwise.
In this slideshare you'll learn how to:
Craft the right content to guide your best-fit accounts through your sales funnel
Nurture your leads with the right email messaging
Personalize your website experience for target accounts and industries
Attend the events that your customers are attending, and plan events that your customers want to attend
Target your social media outreach and find the right influencers to evangelize your product
Use paid ads to attract leads throughout the funnel
Optimize your database to improve sales and marketing alignment.
Account Based Marketing is a zero waste approach when you're targeting the right accounts. President and Cofounder of EverStirng, J.J. Kardwell explains account selection, the critical first step to implementing an ABM strategy, and how to use predictive marketing to optimize this step.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
So why are we here.
EverString has set out to discover the pervading trends around marketing technology maturity and predictive marketing. How mature are most companies when it comes to marketing technology? How are companies using predictive marketing today? And do they even know what the term means? To get to the truth, we surveyed a selection of B2B marketing leaders from companies of all sizes so we could separate fact from fiction
We will dig into the results of the data and wrap up with some simple steps you can take at your organzation to get started.
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By surveying a selection of senior marketing leaders, we were able to determine marketing maturity levels as it pertained to marketing technology, account-based marketing, messaging, organization focus, and of course—predictive marketing. Using these data points—we analyzed how companies on each step of the maturity curve viewed and adopted predictive marketing. By helping to benchmark where predictive marketing is now and where it is headed, we have a better idea how predictive marketing impacts organizations in the present and the future. The results of the report clearly show that marketing organizations that are more advanced have already adopted predictive marketing or are currently researching predictive marketing. Here are some key stats that we pulled out of the survey:
• 98%of marketers who responded that they have at least a CRM, marketing automation, and a few marketing tools reported that they are either fully committed to predictive or are implementing predictive marketing
•91% of marketers who reported that they are defining the future of the company and leading charges into current and new markets are either fully committed to predictive marketing or are implementing predictive marketing
•67% of marketers using both behavioral and firmographic attributes to score their leads are fully committed to predictive marketing
•53% of marketers actively engaged in account-based marketing strategies are fully committed to predictive scoring and
82%of those marketers are researching predictive marketing
to get to the truth, we surveyed a selection of B2B marketing leaders from companies of all sizes so we could separate fact from fiction
We surveyed a variety of organization sizes and structures to get a good understanding of how size and marketing structure plays into marketing technology maturity. Does a larger marketing team necessarily equate to marketing maturity? What about a larger company?
To make things simple we broke our groups into the commonly known Starbucks sizes.
Yes I Know megacorp isn’t a Starbucks size, but work with us here.
When looking at tall companies, we found the majority just sent emails.
For our grande group, those respondents had a CRM tool and were exploring marketing technology.
The venti group, which is comprised of mostly mid-sized companies, actually had the highest percentage of respondents reporting that they weren’t even sure what marketing technology was!
And then Mega Corp reported to be either the NASA of marketing tech or using a basic tech stack with CRM, marketing automation, and a few other tools
We found a strong correlation between the maturity of marketing technoloyg and the adoption of predictive marketing.
Breaking down the numbers,
38% said that they have a baseline marketing tech stack of CRM, marketing automation, and a few additional tools. This answer represents the largest grouping of our respondents. And that is great news! That means most of you are leveraging key technology solutions like marketing automation and CRM to be more effective with your marketing.
Another 25% of you reported you have a basic CRM and are currently exploring additional marketing technology. Clearly, the adoption of marketing technology is very real—with over 50% of our respondents either having marketing automation or looking to implement marketing automation.
Lastly, 25% of our respondents said that they are sending emails—presumably with an Email Service Provider or through a CRM tool. These respondents are lower on the maturity curve, but still engaging in marketing activities.
Lead Scoring
A key indicator of a more mature use of marketing technology,
particularly marketing automation, is an organization’s utilization of lead scoring. Are you leveraging a lead score to prioritize your leads for sales? Using lead scoring creates harmony and alignment between sales and marketing, as there is an agreed upon methodology for defining the hottest accounts and leads. We asked our respondents if they were scoring their leads, and if so, how were they scoring them.
We were please to find that the majority of our respondent, 40% say they are using lead scoring in their marketing automation tools. Our most mature respondents, 7% are using predictive marketig to score their leads. And the least mature respondents, 32% don’t know what scoring is.
Interestingly, 21% are scoring manually, not even a rules based system, meaning they are comping throug leads to sent over to sales.
Of the 40% of respondants that said they were scoring their leads using automation, nearly half, 48% are using both behavioral and firmographic attributes.
Next we asked our marketers what predictive means for their organization
Almost half of our respondents, 47%, stated that they are aware of predictive marketing and are currently investigating how to use it in their marketing. Certainly, while those folks have yet to adopt a platform, the concept is just now beginning to take hold. In fact, 25% of those surveyed said that they are currently using a predictive tool already.
However, there is still a fair amount of confusion about the definition of predictive marketing and how it can help marketing teams
24% of respondents stated that they don’t use the technology and the concept is completely new to them.
Next we compared the company size with the readiness to adopt predictive marketing technologies
We found that larger organizations were more incluned to adopt predictive technologies
Most of the company sizes that we investigated reported some level of interest in predictive scoring. 49% of tall companies report that they are currently investigating predictive marketing. 33% of grande companies report that they are also investigating predictive marketing, while 29% said they are currently using some predictive tools.
Our venti group, however, was fairly split. 30% responded that predictive marketing is an entirely new concept for them. 30% reported that they are currently using some predictive, and another 20% stated that they are implementing predictive marketing
For our Mega Corps, 36% of respondents said that they are fully committed to predictive marketing. When looking at company size, this is the largest percentage of companies fully committed to predictive marketing in our survey group
Why is this? We believe the reasonsare two-fold:
1)These larger companies are further along in the marketing technology maturity curve and therefore are looking at innovative ways to improve their marketing.
2)We believe this also indicates predictive marketing is helpingthese companies grow and become more effective.
A whopping 68% of our respondents said that they do indeed believe that predictive marketing will be a key piece of the marketing stack moving forward.Clearly, even those who have not yet implemented the technology see that it has a critical place in the future of marketing
Next we looked at the people who are actually implementing predictive marketing
The largest group implementing predictive marketing tools for scoring are the NASA of marketing tech. And again, the respondents who stated they are fully committed to predictive marketing are the ones who have CRM software and are exploring marketing technology.
not surprisingly, those that only send emails aren’t familiar with predictive marketing. The last data analysis we wanted to perform in this section was taking a look at lead scoring. How many of those who answered that they use advanced scoring techniques are implementing predictive marketing? Those that use both behavioral and firmographic methods of scoring report that they are either a) using some predictive tools or b) fully committed to predictive marketing. What can we deduce from all of this data? While we hypothesized that those who touted to be the NASA of marketing tech or those that reported having a CRM and a marketing automation tool would be the most mature with predictive marketing, we found that the group who had CRM and are exploring other marketing technology are the respondents who seem most interested in predictive marketing.
Why? Our theory is that marketing teams who are researching different technologies are thinking strategically about the best way to build their entire stack—from CRM, to marketing
automation, to predictive, and beyond. What technology suite works best together? By thinking about your marketing technology stack holistically you can avoid mismatched tech and a preexisting dirty databases
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Once your model is created we can then apply it to our list of over 11 million accounts to determine your point of view across the TAM and to deliver your target audience. This target audience will help you categorize and prioritize accounts and leads in your funnel with Predictive Scoring. We can also use Account data and the lead information we have to deliver net new leads into your funnel. With this Predictive Demand Generation, you are filling the top of funnel with high quality newt new leads.
This entire process is pretty straightforward and is only possible because this is truly the delivery of an Account-based approach to marketing. Many other solutions in this market started as lead based systems because the backend systems like Marekto and Eloqua are basically centered around leads. This was a good first approach, but ultimately ABM changes everything because it can help with consistency and end to end understanding of the customer lifecycle
Identification of intent can only be discerned using account characteristics and this is the least common denominator once we are in the funnel as well. With ABM, we have a very consistent model as a baseline to build on.