how to buy a b2b predictive analytics platform for sales and marketing

How to Buy a B2B Predictive Analytics

Platform for Sales and Marketing

Introductions

David M. RaabRaab Associates Inc.draab@raabassociatesinc.com

Kylee HallLeadspacekylee@leadspace.com

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Why are we here?

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How Predictive Modeling Works

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Applications

prospecting find net new names; usually by modeling customers or successful vs. unsuccessful deals

lead scoring likelihood of conversion for current leads; to prioritize sales activities

enrichment external data to help with marketing (segmentation, etc.)

recommendations

best product / message to offer for sales or marketing

lead intelligence external or internal data to alert sales about leads requiring contact

customer success

recommend actions or find events for customer success teams, e.g. churn prediction, service offers

measurement calculating net impact of marketing actions (attribution); measures results and supports predictions to guide future actions

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Key Questions: Data

Data types Store by individuals, companies, both? Convert unstructured data to structured?

Client data Import behaviors from Web, CRM? Connectors for existing systems?

Vendor data Data sources: social, Web site, jobs, directories, etc. Update frequency Track companies and individuals over time?

Identity association Supplement client IDs with fuzzy matching, external data? Link across contact / account / opportunity / purchase levels?

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Key Questions: Modeling

Model types Predict by individuals, companies, both? Client data always needed? Multiple models per client?

Execution Time and effort for first model, additional models? Can client specify model goals and inputs? Model update frequency, time and cost?

Outputs Types of predictions: yes/no, value, category, ranking? Data provided: scores, important inputs, confidence? Data provided about net-new companies and names? Connectors for end-users in sales, service, etc.

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Key Questions: Vendor

Pricing Price basis: nbr models, scores generated, customers, channels? Contract: minimum term, trial period, cancellation cost? Fees for prospect names or enhancement data? Performance guarantees for accuracy, speed, availability?

Background Time in business, nbr of employees, and financial resources? Number and industries of clients? Growth rate and scalability of infrastructure? References with similar requirements? Deployment, support and customer success practices?

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Requirements by Application

Application

Requirement prospectlead

scoreenrich recommend lead intel

customer success

measure

(vendor) external events/ intent x x x   x x  

(vendor) external demographics x x x        

(client) CRM data/ deal history   x       x x

(client) responses, tagging, context       x x   x

company level x       x x  individual level   x x x x    advanced matching     x       xCRM integration       x x x  multiple models           x xadvanced attribution             x

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How to Buy

Define applications, then

tasks, then features, then

vendors.

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How to Buy

…um, on second

thought…

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How to Buy

Test performance and plan for multiple applications.

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Summary

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Questions?

David Raabdraab@raabassociatesinc.com

Kylee Hallkylee@leadspace.com

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To download the full white paper visit:www.Leadspace.com/PredictiveGuide