how to buy a b2b predictive analytics platform for sales and marketing
TRANSCRIPT
How to Buy a B2B Predictive Analytics
Platform for Sales and Marketing
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 [email protected]
Kylee [email protected]
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To download the full white paper visit:www.Leadspace.com/PredictiveGuide