using predictive analytics every stage of the buyer's journey

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Using Predic,ve Analy,cs at Every Stage of the Buyer’s

Journey SPONSORED BY

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Demand Gen Report: @DG_Report LaDce Engines: @LaDce_Engines

Brian Kardon: @bkardon

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About Demand Gen Report •  Launched in 2007 to track best pracMces in

lead generaMon

•  Newsle>er has grown to more than 30,000 readers

•  We also offer a menu of research and best pracMces reports

•  New audio/video podcasts at DemandGenReport.com

@DG_Report h>p://linkd.in/DG_Specialists

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• Whitepaper • Datasheet • Contact Us Link

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Panelists

Brian Kardon CMO ��LaDce Engines

MODERATOR: Andrew Gaffney Publisher, Demand Gen Report

@bkardon bkardon@laDce-‐engines.com

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What to do?

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· Purchases

· Items you have added to cart, but abandoned

· “Dwell” times

· Product ratings

· Address

· What your neighbors buy

· Birthday

· Sizes: yours + family + friends

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We see predictive analytics every day …

Field Question

Healthcare Which patients are at risk?

Fraud detection Which transactions are fraudulent?

Insurance What is the risk of a car accident?

Online retailing What movie should be recommended?

Cable television What offer will prevent the customer from leaving?

Predicting who will buy, what they’ll buy and when.

Predictive Marketing and Sales

Find companies most likely to buy

Find your most sales-ready leads

ACCOUNT PRIORITIZATION

LEAD PRIORITIZATION

2

3

4 Find customers most likely to buy more

CROSS-SELL/ UP-SELL

5 Find customers most likely to churn

PROSPECT DISCOVERY 1

Find net new prospects

RETENTION

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How It Works

Growth Profile Employee, location, facility, and contract growth

Social Presence

Operating Diversity Divisions, disparity of locations & personnel

Cloud Maturity CRM, MA, and provisioned infrastructure

Company Profile Size, credit rating, news

Technology Profile Installed technologies and maturity Executive Change Presence of new personnel

Advertising & External Investment Spend, trend, timing, events

1,000s of Other Attributes

Web Page Visits

Video Views and Engagement

Title of Contact

Form Conversations

Downloads

Webinars Attended

Campaign Response Rates

Email Opens

Internal Data Sources

Conversion Rate

How It Works 78% likelihood to convert (7.8x)

39% likelihood to convert (3.9x)

Work by Sales

Qualified but Not Ready

Historic Conversion is 10%

Universe

Attributes of LEADS in this segment:

§  Growth Events Company has experienced >15% employee growth in recent six (6) months

§  New Location Company has opened or will open a new facility in next three (3) months

Find quality net new leads

How are marketers using predictive analytics?

Optimize List Buys

Monetize Your Existing Leads

Smarter Event Planning

Identify High Value

Campaigns

Predictive Remarketing

Create Target Account Lists

Territory Planning

Prioritize Sales Efforts

Sell More to Customers

Find At-Risk Customers

Win Back Ex-Customers

Fit: Company size, tech use, exec changes, geo, etc.

Intent: Whitepaper downloads, search terms, ad clicks, etc.

Activity: Emails opened, sales interactions, webinars attended, etc.

Easy to use marketing and sales predictive

apps

How Predictive Marketing Works

Account score Buying signals

Curse of Abundance

•  PROBLEM: 90K+ leads/quarter

•  SOLUTION: Increased sales focus and engagement on leads with highest

likelihood to convert; decreased focus on other lead segments

•  BENEFIT: best leads engaged with 3X intensity, 37% liR in win rate, greater

overall funnel yield

37% Increase in Win Rate

Funnel Expansion

▶  PROBLEM: More inside sales capacity than qualified lead volume

▶  SOLUTION: Increased lead flow to SDRs with new “PQL” lead

segment

▶  BENEFIT: SDRs are focused on the next best lead segments rather

than cold calling

30% Increase in Lead Volume

80%

20%

Marketers Focus Primarily on New Customers, but Most Sales Come From Existing Customers

29

30

Selling more to Staples customers: Cross-sell

Direct Mail Done Right

▶  PROBLEM: needed a more cost effective way to execute a higher cost

DM program

▶  SOLUTION: dimensional mailer to highest scoring leads, followed with

handwritten note

▶  BENEFIT: response rate more than double compared to previous similar

campaigns

50% Reduction in Cost Per Opportunity

Smarter Event Planning

Peter Isaacson, CMO

Plan events near clusters of high scoring accounts

30% Opportunity creation

from events

40% Cost per lead from events

Lattice Engines significantly increase our pipeline by helping us focus on high value accounts.

Relationship

3+ Years

2+ Years

6+ Years

Scope

U.S.

Global

Global

§  30% improvement in lead-to-win conversion

§  25% improvement in lead-to-win conversion

§  +$100K incremental per rep per year

Key Results

Game-Changing Results

Cumulative Adoption

Time

A B

C

D

E F

50-60% penetration

Source: Sirius Decisions

Where is marketing automation?

Where is Predictive Marketing and Selling?

Cumulative Adoption

Time

A B C

D

E F

Source: Lattice Engines

36 Proprietary & Confidential

Algorithmic trading has replaced human trading.

37 Proprietary & Confidential

Who is the Jeopardy player in the middle?

Self-driving cars

Predictive Analytics for Marketing §  The era of big data and predictive analytics is NOW

§  There is more information to discover about a prospect than ever before

§  Leading marketing organizations are embracing predictive analytics to dramatically improve performance

§  Marketing can lead – from lead scoring to predictive lead scoring

§  Find your trigger … target selectively and quickly

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Q & A // Panelists

Brian Kardon CMO ��LaDce Engines

@bkardon bkardon@laDce-‐engines.com

MODERATOR: Andrew Gaffney Publisher, Demand Gen Report

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