predict 2014, norman happ precision marketing in a sea of opportunity
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Predict presentation, Precision Marketing in a Sea of OpportunityTRANSCRIPT
Precision Marketing in a Sea of Opportunity
Norman Happ
Intuit/DemandforceVice President, Go-To-Market
#predict2014
Topics
• Intuit & Demandforce background• 3 stages of our targeting journey
Intuit Confidential and Proprietary3 Intuit Confidential and Proprietary3
45 Million customers
8000+ employees
Intuit Confidential and Proprietary4 Intuit Confidential and Proprietary4
Consumers Small Businesses Accounting Professionals
A Powerful Ecosystem
PaymentsPayrollSelf Employed Solutions
Intuit Confidential and Proprietary5 Intuit Confidential and Proprietary5
Fortune World’s Most Admired Companies 9 years in a row in the software industry
Top 10 Best Companies to Work for - #8 in 2013
Serving 5 million small businesses (1-50 employees) and 130,000 accountants
#predict2014
Targeted at SMBs We may opportunistically pursue enterprise deals, but our product focus is squarely on SMBs
Marketing SolutionsOur solutions center on Communications, Reputation, and Syndication
Horizontal ProductWe have a vertical go-to-market but our value proposition is grounded on product solutions that apply horizontally
Connect with ConsumersWe help consumers and local businesses find each other
Demandforce Product Strategic Pillars
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Demandforce Solutions
Communication• Automated emails &
texts• Reminders &
confirmations• Targeted customizable
email campaigns
Reputation• Automated review
collection• Review syndication to
sites such as Google, Bing & Facebook
Intuit Local• Free local advertising• Exposure to
customers of non-competing businesses
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Demandforce Go-To-Market
Dental Auto LifestyleMedical Animal QuickBooks
Management Systems Partnerships
Marketing
Lead Development
Sales
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Stage 1: The Ideal Go-To-Market With a Partner
20,000 Leads
Product Demo
Critical Success Factors• Small target list• Current customers• Endorsed partnership
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Stage 2: Rinse & Repeat Partner Go-To-Market Strategy?
Challenges• Long BD cycle to secure
partners• Different list sharing
philosophy’s by vertical
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Stage 2: Filling The Top Of The Funnel
1M Leads
Ample Leads, Limited Qualification:• Assuming 30 “conversations/day”• 100 Lead Qual Reps could connect in
1.3 years
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1M Leads
Data Cleansing Phase 1:• Begin Applying D&B data, yet:
• Limited D&B data in SMB space• Didn’t help determine company health• Didn’t help with fit for “customer benefit”
Stage 2: Beginning To Use Data For Targeting
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1M LeadsData Cleansing Phase 2:• Hire external firm for “existence” validation
• Live phone number?• In business?• Business in one of 6 target vertical?• Management system in place?• We integrate with the practice management
system?• Uses practice mgmt system correctly
(scheduling & billing)
Stage 2: Rudimentary Qualification Techniques
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1m Leads
Stage 2: Profile Prospects Who Became Customers
• Regression analysis on closed/won• Identify data patterns• Leverage patterns to target marketing & sales Very Early Experiments
• Top 20% of our leads represented 60% of lead conversions
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5M Leads
Stage 3: Drowning In A Sea Of LeadsQuickBooks
6.6 Years to Qualify
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5M Leads
Stage 3: Results of Brut Force Method
Major Challenges• Trial retention < 60%• Billable retention < 75%• Net Promoter Score
indicating product/customer poor fit
QuickBooks
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5M Leads
Stage 3: Beginning Our Data Driven Methods
Dr. Mark HaleChief Data Scientist
Identify Key Model Attributes• Customers stored in QuickBooks?• Size of customer base• Number of customer transactions• Cloud sync frequency
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5M Leads
Stage 3: Lean Experiments With Model Levers
Dr. Mark HaleChief Data Scientist
Customer Base
Transactions
Cloud Sync Freq
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5M Leads
Product Demo
Stage 3:Lean Experiment Success
Dr. Mark HaleChief Data Scientist
+340% Conv.
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Summary
• Leads are out there– Without a data driven solutions, success may be delayed years
• Simply having data is not helpful• Data sources & models must match your target segment• Lean experimentation is required matching insights with
data