Brian Kardon of Lattice Engines joins Beki Scarbrough for a presentation about predictive lead scoring at Marketo's Marketing Nation Summit. These slides provide an introduction to predictive marketing and an in depth look at CA's journey to transforming its marketing efforts with predictive lead scoring and other marketing technology.

1. Turbo-Charge Your Lead Engine with
Predictive Lead Scoring
Brian Kardon
CMO, Lattice
Beki Scarbrough
Sr. Director Marketing
Automation & Analytics, CA Technologies

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Traditional Marketing Modern Marketing “Predictive” Marketing
and Selling
From Art to Science

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Doing all the right things …
 Marketing automation
 Sales force automation
 Lead nurturing
 Lead scoring
 Personas
 SLAs in place
 Great Marketing team
 Awesome Sales team
94% of your
Marketing-Qualified Leads
(MQLs)
will never close

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What’s wrong here?
• 94% of all Marketing Qualified Leads will never close1
• 52% of sales reps in US did not make quota last year2
• Sales reps spend 68% of their time on administration
and preparation, not speaking with customers3
Source: 1 Sirius Decisions; 2 CSO Insights; 3 IDC

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What is the pattern?
Then
Radio
Cable TV
Taxi
Bookstore
Hotels
Thermostat
Now
Pandora
Netflix
Uber
Amazon
Airbnb
Nest

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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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8. Proprietary & Confidential 8

9. Proprietary & Confidential 9

10. Source Selected Attributes
Marketing Automation Contact name, title, company, open rates,
unsubscribes, web visits, pages visited, lead score,
video views, downloads
CRM System Company, contact information, win/loss, deal value
Product Usage Logs Features used, logins, session length, collaboration
Purchase History Products purchased, prices paid, discounts, contract
terms
Customer Support
History
Complains, resolutions
Public Websites Job postings, grants, litigation, patents, contracts,
locations. growth
Company Websites Language(s), products, shopping cart, executive team
profiles
Social Websites Company and personal profiles, likes, comments,
updates, friends/connections/followers, usage
Media News articles and stories, product launches,
announcements, press releases, litigation
Private Databases Credit ratings, financial history, construction
permits/starts, deployed technologies

11. 11Proprietary & Confidential
Algorithmic trading has replaced human trading.

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New businesses based on predictive
analytics …
Compares song structure
to tunes of the past to
decide its hit potential
Uses script analysis to
predict if your movie will
be a hit or a flop

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14. 14Proprietary & Confidential
Who is the Jeopardy player in the middle?

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Finding the Trigger …
Category Predictive Trigger
Likelihood to
Convert from
MQL to SQL
Foreign Exchange
Services
New office opened overseas 5x
Switches & Routers New lease is signed 3x
Marketing Software
Spike in social media
activity 3x
Financial Software
New CFO hired who
previously bought from you 8x

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0%
5%
10%
15%
20%
25%
30%
35%
40%
0 1,000 2,000 3,000 4,000 5,000 6,000 7,000
PurchaseProbability
Accounts
Average
20% 40% 60% 80% 100%
Predictive Targeting
0%
Business
Banking
Example

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0%
5%
10%
15%
20%
25%
30%
35%
40%
0 1,000 2,000 3,000 4,000 5,000 6,000 7,000
PurchaseProbability
Accounts
Predicted
Average
Predictive Targeting
Accounts Likely to Have a Specific Financial Service Need in Next 90 Days
20% 40% 60% 80% 100%0%
Highest Probability
Segment

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0%
5%
10%
15%
20%
25%
30%
35%
40%
0 1,000 2,000 3,000 4,000 5,000 6,000 7,000
PurchaseProbability
Accounts
Predicted
Average
Predictive Targeting
20
20% 40% 60% 80% 100%0%
Companies with the following conditions…
Balance of Trade Change
Business has experienced >100% increase in balance of
trade with Canada, China or Mexico in the past 30 days
Recent Hire of Finance Executive
Business has hired a Chief Financial Officer or senior
controller within the past ninety (90) days
>30% Increase in Search Advertising in the past 30 days
Recent Expansion in Hiring & Recruiting

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0%
5%
10%
15%
20%
25%
30%
35%
40%
0 1,000 2,000 3,000 4,000 5,000 6,000 7,000
PurchaseProbability
Accounts
Predicted
Average
Different Contact Strategy by Segment
21
20% 40% 60% 80% 100%0%
Engage via Front-
Line Bankers
Mid-stage
Nurture

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Where is Marketing Automation?
Cumulative
Adoption
Time
A
B
C
D
E
F
50-70% penetration

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Where is Predictive Marketing and Selling?
Cumulative
Adoption
Time
A
B
C
D
E
F

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Beki Scarbrough
Sr Director, Mktg Automation & Analytics
CA Technologies
@RASCAR_99

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Conversion Rate from MQL to SRL is up…
@RASCAR_99

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If Henry Ford had asked his
customers what they wanted, they
would have said ‘a faster horse’.
@RASCAR_99

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When Marketing asks Sales what
they want, they say ‘more leads’.
Funnel Source: Marketo; The-Definitive-Guide-to-Lead-Generation@RASCAR_99

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So We Add More of the Same to the Funnel
@RASCAR_99

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What If We Looked Outside the Funnel?
@RASCAR_99

31. Awareness
The funnel is nothing more than a way to explain what marketing does. Let it go.
Deals
Sales
Leads
Reputation
Marketing
Leads
Demand Generation
The Marketing Vortex

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Comparing Leads to Customers
• Hires 50 new developers
• New CIO
• Develops own applications
• Industry had security breach
• Has multiple software releases
Ideal Customer
Ideal Lead
• Downloaded a white paper
• Registered for a football game
• Downloads a trial
• Visited your website
• Clicked an online ad
@RASCAR_99

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One of These Things is not Like the Other
• Hires 50 new developers
• New CIO
• Develops own applications
• Industry had security breach
• Has multiple software releases
Ideal Customer
Ideal Lead
• Downloaded a white paper
• Registered for a football game
• Downloads a trial
• Visited your website
• Clicked an online ad
@RASCAR_99

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1. Why do we make this solution?
2. What problem does it solve?
3. How do you find the folks who have
those problems?
Do you have the tools you need?
Do Your Leads Look Like Your Customers?
@RASCAR_99

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In Only a Year, CA Went From This…
SFDC
Aprimo
Mktg
“Database”
@RASCAR_99
ca.com
Content
Syndication

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Marketo
MFM
To this. Yet Something Was Still Missing
ca.com
Content
Syndication
Online
Advertising
Social
Channels

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Traditional Lead Scoring:
Just a Fancy Catcher
@RASCAR_99

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Data Never Stops Happening
@RASCAR_99

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Predictive Lead Scoring
@RASCAR_99

40. Awareness
Deals
Sales
Leads
Reputation
Predictive
Leads
Marketing
Leads
Demand Generation
The Marketing Vortex: Category 5
@RASCAR_99

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Practical Tips
• Ask sales to describe the “perfect customer”
• Admit the marketing qualified leads don’t always
match, but don’t discount their importance
• Start with your most important solution areas
• Trust the guys who do this every day
• No need to reinvent any lead process
• Keep the feedback loop going, refine
• It’s Predictive Lead Scoring, not Psychic Lead Scoring
@RASCAR_99

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Give Sales the World
(That’s All They Really Want)
@RASCAR_99

43. Thank You!