insight to action: how predictive analytics accelerates b2b marketing success

Insight to Action: How Predictive Analytics Accelerates B2B

Marketing Success

How it was done:

Disconnected ‘DIY’ or consultative approaches are replaced...

Source: Forrester Research 2015


The Convergence of Two Powerful Approaches

ACCOUNT BASED MARKETING The Practice of Being Targeted

+ PREDICTIVE ANALYTICS

The Practice of Exploring all Possibilities


"In fact, the relationship is so obvious that it almost seems unnecessary to lay it out: predictive vendors help marketers find accounts to target; ABM helps marketers reach target accounts.” —David Raab, Raab Associates


What is Account Based Marketing?

ABM identifies insights, integrated marketing initiatives, and sales alignment requirements to impact a target groups of customers and prospects. Examples of account based models:

Source: SiriusDecisions 2015


What is Predictive Analytics?

pre·dic·tive /prəˈdiktiv/ Predictive uses your past data to predict outcomes. Predict which 20% will convert. Pick winners!


The 80/20 Rule

20% of the prospects are responsible for 80% of sales

What is Predictive Analytics?


Source: Forrester, August, 2015

#1 Barrier

Top Challenge for Marketers

Limited visibility into target accounts.


Predictive: A Marketer’s Swiss Army Knife

Tactic Matching

Opportunity Scoring

Smart Segmentation

Predictive Personas

Prospect Prioritization

Contact Engagement

Prospect Sourcing

Customer Scoring

Source: SiriusDecisions


Low ‘share of wallet’ or LTV

Top of the Funnel

Addressable Market ‘Beyond the Funnel’

Middle of the Funnel

Bottom of the Funnel

Current Customers

Too many leads.

Inaccurate forecasts.

Unknown market size & customer.

Too few leads.

High churn.

Uncertainty Across the Funnel


Upsell / Cross-Sell Determine which products are best-suited for existing customers

Top of the Funnel

Addressable Market ‘Beyond the Funnel’

Middle of the Funnel

Bottom of the Funnel

Current Customers

Prioritization Existing leads identified in your CRM based on propensity to convert

Pipeline Forecasting Inform likely revenue and sales outcomes of existing pipeline.

ABM Insights Inform total addressable market, create ideal customer profiles, select accounts, plan territory/vertical Acquisition Target new look-alikes, predict lift & best marketing channel

Churn Analysis Certainty in determining whether a particular customer will renew or churn

Predictive Use Cases Across the Funnel

Top 3 Ways Predictive Accelerates B2B Marketing Success

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1) Predictive Account Insights & Selection Marketer’s Challenge: Personalizing & Operationalizing ABM Campaigns Predictive Solution: Segment account universe & deploy via deep integrations


Predictive Driven Account Selection

A Target Account List

Aligning with sales for account selection

ABM - Maturity of Account Selection

Leveraging Data insights

Account Insights and Account Prioritization Using Predictive To identify which Accounts are Most Likely To Convert

2) Predictive Lead Prioritization Marketer’s Challenge: Too many inbound. Predictive Solution: Use data science to prioritize inbound leads and accounts.

www.radius.com © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. 18

Account 1 Account 2 Account 3 Industry: Finance Finance Insurance

Location: San Francisco, CA San Francisco, CA San Francisco, CA

Employees: 250-500 250-500 250-500

Revenue: $50M to $100M $50M to $100M $50M to $100M

Success Rate 8% 8% 4%

www.radius.com © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. 19

Account 1 Account 2 Account 3 Industry: Finance Finance Insurance

Location: San Francisco, CA San Francisco, CA San Francisco, CA

Employees: 250-500 250-500 250-500

Revenue: $50M to $100M $50M to $100M $50M to $100M

Located at HQ: Yes No Yes Advertising Online: Yes No Yes Using Cloud CRM: Yes No Yes Using Tableau: Yes No Yes (News) Sales Target Misses Yes No Yes Recent CMO Hire Yes No Yes Success Rate 22% 4% 17%

High Priority Low Priority High Priority

3) Predictive Prospect Sourcing Marketer’s Challenge: In need of more lead volume. Predictive Solution: Source new accounts and contacts based on historical performance.


Account Insights and Account Prioritization: Example

Strategy: Amplify and increase ROI for our Gold Sponsor at Marketing Innovation Summit Approach: Uncover target accounts and contacts that Product Technology = Demandbase Results: Radius is able to amplify our presence at Marketing Innovation Summit by uncovering the key accounts and contacts leveraging Demandbase.


Insights Actions Data

○  Territory Planning ○  Channel Recommendations

○  Channel Integrations ○  Conversion Tracking

Actualizing ABM Campaigns

Grow Without Boundaries

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How it was done:

Disconnected ‘DIY’ or consultative approaches are replaced...

Source: Forrester Research 2015

How it is done:

...by end-to-end cloud platforms that connect data & machine- learning with rich customer experiences.

Thank You

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