SlideShare una empresa de Scribd logo
1 de 119
Descargar para leer sin conexión
Session sponsored by! 
#SPS2014 
Adding Predictive ! 
Marketing To Your ! 
Mix In 2015!
#SPS2014 
Questions / ON24 Logistics ! 
• 
Download 
this 
white 
paper. 
• 
View 
our 
podcast. 
• 
Take 
our 
assessment 
• 
…
#SPS2014 
Follow 
this 
webinar 
on 
TwiBer 
#SPS2014 
Demand 
Gen 
Report: 
@DG_Report 
LaGce 
Engines: 
@La.ce_Engines 
Kerry 
Cunningham: 
@KerrySirius 
Elle 
Woulfe: 
@ellehwoulfe
#SPS2014 
About Demand Gen Report! 
• Launched 
in 
2007 
to 
track 
best 
pracPces 
in 
lead 
generaPon 
• NewsleBer 
has 
grown 
to 
more 
than 
28,000 
readers 
• We 
also 
offer 
a 
menu 
of 
research 
and 
best 
pracPces 
reports 
• New 
audio/video 
podcasts 
at 
DemandGenReport.com 
@DG_Report 
http://linkd.in/DG_Specialists
#SPS2014 
Panelists! 
MODERATOR: 
Kerry 
Cunningham, 
Research 
Director, 
SiriusDecisions 
Andrew 
Gaffney, 
Editor, 
Demand 
Gen 
Report 
Elle 
Woulfe, 
Director 
of 
Demand 
GeneraPon, 
La.ce 
Engines
Why Predictive for 
2015 
Concepts and Considerations 
Kerry Cunningham 
Research Director, Demand Creation 
Strategies 
11/20/2014
Agenda • Conversion Rates – We Can Do Better 
© 2014 SiriusDecisions. All Rights Reserved 
7
Agenda • Conversion Rates – We Can Do Better 
© 2014 SiriusDecisions. All Rights Reserved 
• The 67% Myth And Why It Matters 
8
Agenda • Conversion Rates – We Can Do Better 
© 2014 SiriusDecisions. All Rights Reserved 
• The 67% Myth And Why It Matters 
• What The Buyer’s Journey Really Looks Like 
9
Agenda • Conversion Rates – We Can Do Better 
© 2014 SiriusDecisions. All Rights Reserved 
• The 67% Myth And Why It Matters 
• What The Buyer’s Journey Really Looks Like 
• The Mysterious Inhabitants Of Your MAP 
10
Agenda • Conversion Rates – We Can Do Better 
© 2014 SiriusDecisions. All Rights Reserved 
• The 67% Myth And Why It Matters 
• What The Buyer’s Journey Really Looks Like 
• The Mysterious Inhabitants Of Your MAP 
• Adoption And Usage So Far 
11
Agenda • Conversion Rates – We Can Do Better 
© 2014 SiriusDecisions. All Rights Reserved 
• The 67% Myth And Why It Matters 
• What The Buyer’s Journey Really Looks Like 
• The Mysterious Inhabitants Of Your MAP 
• Adoption And Usage So Far 
• 4 Keys To Predictive Success 
12
Conversion Rates 
We can do better
Why Predictive Is Needed 
© 2014 SiriusDecisions. All Rights Reserved 
14 
To better understand why 
prediction is called for…
© 2014 SiriusDecisions. All Rights Reserved 
15 
Why Predictive Is Needed 
Definition of Terms 
AQL A lead qualified through 
progressive profiling and lead 
scoring in marketing automation
© 2014 SiriusDecisions. All Rights Reserved 
16 
Why Predictive Is Needed 
Definition of Terms 
AQL A lead qualified through 
progressive profiling and lead 
scoring in marketing automation 
TQL A lead that is qualified by 
teleprospecting and deliverable to 
sales
© 2014 SiriusDecisions. All Rights Reserved 
17 
Why Predictive Is Needed 
Definition of Terms 
AQL A lead qualified through 
progressive profiling and lead 
scoring in marketing automation 
TQL A lead that is qualified by 
teleprospecting and deliverable to 
sales 
SQL A lead that sales has vetted and is 
putting into pipeline
© 2014 SiriusDecisions. All Rights Reserved 
18 
Why Predictive Is Needed 
Conversion % 
AQL > TQL 10%-30%
Why Predictive Is Needed 
© 2014 SiriusDecisions. All Rights Reserved 
19 
Conversion % 
AQL > TQL 10%-30% 
TQL > SQL 10%-30%
Why Predictive Is Needed 
© 2014 SiriusDecisions. All Rights Reserved 
20 
Conversion from AQL to SQL = 
1%-10%
© 2014 SiriusDecisions. All Rights Reserved 
Today, most of that 
qualification involves 
teleprospecting and 
sales calls 
21 
Why Predictive Is Needed
The Future of B-to-B Lead Development 
© 2014 SiriusDecisions. All Rights Reserved 
The Role of Data Science 
Find clues that exist out in the 
world, which reliably point to 
qualifying criteria & buying signals 
you would ask the decision-maker 
about if you could get him/ her on 
22 
the phone?
SiriusPerspective: 
© 2014 SiriusDecisions. All Rights Reserved 
23 
The Lead Qualification 4-Box 
Expensive/ 
Deep Cheap/ Deep 
Expensive/ 
Shallow 
Cheap/ 
Shallow 
Shallow Deep 
Slow/ $$$ Fast/ $ 
Degree of Qualification 
The promise of predictive technology is to perform deep 
qualification of accounts and opportunities through data science and automation.
SiriusPerspective: 
© 2014 SiriusDecisions. All Rights Reserved 
24 
The Lead Qualification 4-Box 
Expensive/ 
Deep Cheap/ Deep 
Expensive/ 
Shallow 
Cheap/ 
Shallow 
Shallow Deep 
Slow/ $$$ Fast/ $ 
Degree of Qualification 
The promise of predictive technology is to perform deep 
qualification of accounts and opportunities through data science and automation. 
Buying Lists 
With Marketing Automation 
With Predictive Modeling
SiriusPerspective: 
© 2014 SiriusDecisions. All Rights Reserved 
25 
The Lead Qualification 4-Box 
Expensive/ 
Deep Cheap/ Deep 
Expensive/ 
Shallow 
Cheap/ 
Shallow 
Shallow Deep 
Slow/ $$$ Fast/ $ 
Degree of Qualification 
The promise of predictive technology is to perform deep 
qualification of accounts and opportunities through data science and automation. 
1. List purchase and 
selection 
unsophisticated
SiriusPerspective: 
© 2014 SiriusDecisions. All Rights Reserved 
26 
The Lead Qualification 4-Box 
Expensive/ 
Deep Cheap/ Deep 
Expensive/ 
Shallow 
Cheap/ 
Shallow 
Shallow Deep 
Slow/ $$$ Fast/ $ 
Degree of Qualification 
The promise of predictive technology is to perform deep 
qualification of accounts and opportunities through data science and automation. 
List Buys 
1. List purchase and 
selection 
unsophisticated
SiriusPerspective: 
© 2014 SiriusDecisions. All Rights Reserved 
27 
The Lead Qualification 4-Box 
Expensive/ 
Deep Cheap/ Deep 
Expensive/ 
Shallow 
Cheap/ 
Shallow 
Shallow Deep 
Slow/ $$$ Fast/ $ 
Degree of Qualification 
The promise of predictive technology is to perform deep 
qualification of accounts and opportunities through data science and automation. 
With MAP 
1. List purchase and 
selection 
unsophisticated 
2. Technology does yet 
more qualification
SiriusPerspective: 
© 2014 SiriusDecisions. All Rights Reserved 
28 
The Lead Qualification 4-Box 
Expensive/ 
Deep 
Cheap/ Deep 
Expensive/ 
Shallow 
Cheap/ 
Shallow 
Shallow Deep 
Slow/ $$$ Fast/ $ 
Degree of Qualification 
The promise of predictive technology is to perform deep 
qualification of accounts and opportunities through data science and automation. 
With Predictive 
1. List purchase and 
selection 
unsophisticated 
2. Technology does yet 
more qualification 
3. And sales 
becomes more 
efficient
The 67% Myth 
(and why it matters)
The 67% Myth (and why it matters) 
67% …of the buyer’s journey ___________ 
© 2014 SiriusDecisions. All Rights Reserved 
30
The 67% Myth (and why it matters) 
67% is over before prospects talk 
© 2014 SiriusDecisions. All Rights Reserved 
31 
to sales
The 67% Myth (and why it matters) 
67% is over before prospects talk 
© 2014 SiriusDecisions. All Rights Reserved 
32 
to sales X
The 67% Myth (and why it matters) 
67% occurs through interactions with 
© 2014 SiriusDecisions. All Rights Reserved 
33 
your digital assets
The 67% Myth (and why it matters) 
67% occurs through interactions with 
© 2014 SiriusDecisions. All Rights Reserved 
34 
your digital assets X
The 67% Myth (and why it matters) 
67% of the buyer’s journey happens 
© 2014 SiriusDecisions. All Rights Reserved 
online… 
35
The 67% Myth (and why it matters) 
67% of the buyer’s journey happens 
© 2014 SiriusDecisions. All Rights Reserved 
online… √ 
36
The 67% Myth (and why it matters) 
67% of the buyer’s journey happens 
© 2014 SiriusDecisions. All Rights Reserved 
online… 
and includes activity before and 
after prospects talk to sales √ 
37
The 67% Myth (and why it matters) 
67% 
© 2014 SiriusDecisions. All Rights Reserved 
of the buyer’s journey happens 
online… 
and includes activity before and 
after prospects talk to sales 
and involves your assets, your 
competitors assets, influencers, 
communities, social media… √ 
38
What the Buyer’s Journey Really Looks Like 
And what it doesn’t look like
© 2014 SiriusDecisions. All Rights Reserved 
40 
The Buyer’s Journey - Fantasy
© 2014 SiriusDecisions. All Rights Reserved 
41
© 2014 SiriusDecisions. All Rights Reserved 
42
© 2014 SiriusDecisions. All Rights Reserved 
43
© 2014 SiriusDecisions. All Rights Reserved 
44
© 2014 SiriusDecisions. All Rights Reserved 
45 
Fantasy Lead Scoring 
“Oh, 
hey! 
I 
am 
feeling 
fully 
nurtured.”
© 2014 SiriusDecisions. All Rights Reserved 
46 
Fantasy Lead Scoring 
“I’ve 
established 
a 
budget 
and 
Pmeline, 
and 
I’m 
and 
ready 
to 
talk 
now…”
© 2014 SiriusDecisions. All Rights Reserved 
47 
The Buyer’s Journey - Reality
© 2014 SiriusDecisions. All Rights Reserved 
48
© 2014 SiriusDecisions. All Rights Reserved 
49
© 2014 SiriusDecisions. All Rights Reserved 
50 
?
© 2014 SiriusDecisions. All Rights Reserved 
51
© 2014 SiriusDecisions. All Rights Reserved 
52
© 2014 SiriusDecisions. All Rights Reserved 
53
The Buyer’s Journey – A Long, Winding and Often Hidden 
Road 
© 2014 SiriusDecisions. All Rights Reserved 
“Oh, hey. Long time no 
see…” 
54
The Buyer’s Journey – A Long, Winding and Often Hidden 
Road 
© 2014 SiriusDecisions. All Rights Reserved 
“Thanks again for all that 
great information. Super 
helpful…” 
55
The Buyer’s Journey – A Long, Winding and Often Hidden 
Road 
© 2014 SiriusDecisions. All Rights Reserved 
“… So… yeah. Now’s not a 
good time… 
I just bought from your 
competitor.” 
56
The Buyer’s Journey – A Long, Winding and Often Hidden 
Road 
© 2014 SiriusDecisions. All Rights Reserved 
57 
“But…. But… that’s not 
possible.”
The Buyer’s Journey – A Long, Winding and Often Hidden 
Road 
“You’re only in stage 3 of the 
buyer’s journey…” 
© 2014 SiriusDecisions. All Rights Reserved 
58
The Buyer’s Journey – A Long, Winding and Often Hidden 
Road 
“We just degraded your 
score for inactivity.” 
© 2014 SiriusDecisions. All Rights Reserved 
59
The Buyer’s Journey – A Long, Winding and Often Hidden 
Road 
“I mean… have you SEEN 
your engagement score!!!” 
© 2014 SiriusDecisions. All Rights Reserved 
60
4 Truths About The Buyer’s Journey
The Reality of Buyers’ Journeys 
SiriusPerspective: 
To really understand buyer’s journeys, marketers need to see more 
than what interaction with their own assets will tell them. 
© 2014 SiriusDecisions. All Rights Reserved 
62 
Sometimes you see 
them and 
sometimes you 
don’t
The Reality of Buyers’ Journeys 
SiriusPerspective: 
To really understand buyer’s journeys, marketers need to see more 
than what interaction with their own assets will tell them. 
© 2014 SiriusDecisions. All Rights Reserved 
They continue even when prospects 
stop interacting with you. 
63 
hBp://explodingdog.com/Ptle/thanksfornotanswering.html
The Reality of Buyers’ Journeys 
SiriusPerspective: 
To really understand buyer’s journeys, marketers need to see more 
than what interaction with their own assets will tell them. 
Inactivity with respect to your assets may 
mean many things, and lack of interest is only 
one of those things 
© 2014 SiriusDecisions. All Rights Reserved 
64
The Reality of Buyers’ Journeys 
SiriusPerspective: 
To really understand buyer’s journeys, marketers need to see more 
than what interaction with their own assets will tell them. 
© 2014 SiriusDecisions. All Rights Reserved 
It is critical to understand where 
buyer’s are and to meet them 
where they are with relevant 
content 
65
© 2014 SiriusDecisions. All Rights Reserved 
66 
Summarizing 
Fo Far 
1. Buyer’s journeys are rarely linear 
2. Often happen out of our line of sight 
3. And require that we track prospect progress 
outside of our digital walls
The Mysterious Inhabitants of Your MAP
© 2014 SiriusDecisions. All Rights Reserved 
68
© 2014 SiriusDecisions. All Rights Reserved 
69
© 2014 SiriusDecisions. All Rights Reserved 
70
© 2014 SiriusDecisions. All Rights Reserved 
71 
Mssr. Sans Title
© 2014 SiriusDecisions. All Rights Reserved 
72 
Mssr. V.P. Operations
© 2014 SiriusDecisions. All Rights Reserved 
Mssr. Romano Nameless 
73
© 2014 SiriusDecisions. All Rights Reserved 
74 
Mr. Johnny Depp
© 2014 SiriusDecisions. All Rights Reserved 
75 
Not Johnny Depp
They may be ‘garbage,’ but they may be buyers (for your 
© 2014 SiriusDecisions. All Rights Reserved 
competitor). You’ll never know. 
76
© 2014 SiriusDecisions. All Rights Reserved 
77 
? 
? 
? 
? 
Yet another hidden cost of masked prospects… 
?
© 2014 SiriusDecisions. All Rights Reserved 
78 
? 
Contact 1 @ buyerco 
? 
? 
? 
Yet another hidden cost of masked prospects…
© 2014 SiriusDecisions. All Rights Reserved 
79 
Contact 4 @ buyerco 
Contact 1 @ buyerco 
Contact 2 @ buyerco 
Contact 3 @ buyerco 
Contact 5 @ buyerco
Adoption and Usage So Far
MAP-based Lead Scoring Is Far From Universally Adopted 
SiriusPerspective: 
Even among users of marketing automation, just over two-thirds of 
16% 
Don’t score 
© 2014 SiriusDecisions. All Rights Reserved 
81 
organizations are scoring leads. 
16% 
Don’t 
score 
leads 
68% 
Score leads 
16% 
plan to score 
in 6 months 
leads
MAP-based Lead Scoring Isn’t Impressing Sales 
SiriusPerspective: 
Most organizations that have implemented lead scoring do not have 
a viable model, and are therefore unable to realize full value of scoring. 
16% 
Don’t score 
leads 
© 2014 SiriusDecisions. All Rights Reserved 
40% 68% 
Score leads 
60% 
82 
16% 
plan to score 
in 6 months
© 2014 SiriusDecisions. All Rights Reserved 
83 
Perceived Benefits of PLS 
Of users agree that predictive 
lead scoring provides more 
value than traditional (MAP 
and point-based attribute and 
activity) lead scoring 
approaches
© 2014 SiriusDecisions. All Rights Reserved 
84 
Perceived Benefits of PLS 
Of respondents said they would buy 
predictive lead 98% scoring again.
© 2014 SiriusDecisions. All Rights Reserved 
85 
Perceived Benefits of PLS 
Agree that they are receiving 
value from their predictive lead 
scoring platform.
The Growth of Predictive Lead Scoring 
© 2014 SiriusDecisions. All Rights Reserved 
86 
The number of organizations 
adopting predictive is 
growing rapidly
The Adoption of Predictive Lead Scoring 
© 2014 SiriusDecisions. All Rights Reserved 
87
© 2014 SiriusDecisions. All Rights Reserved 
88 
Is Failure a Prerequisite? 
Rules—based lead 
scoring failure is not a 
pre-requisite for 
predictive lead scoring 
success.
4 Keys to Predictive Success
© 2014 SiriusDecisions. All Rights Reserved 
90 
4 Keys To Predictive Success 
Involve sales
© 2014 SiriusDecisions. All Rights Reserved 
91 
4 Keys To Predictive Success 
Establish SLAs 
first
© 2014 SiriusDecisions. All Rights Reserved 
92 
4 Keys To Predictive Success 
Set 
reasonable 
expectations
4 Keys To Predictive Success 
Establish 
mechanisms for 
capturing and 
using feedback 
© 2014 SiriusDecisions. All Rights Reserved 
93
© 2014 SiriusDecisions. All Rights Reserved 
94 
Key Take-aways 
• Conversion 
rates 
aber 
automaPon 
qualificaPon 
are 
sPll 
very 
low 
• The 
buyer’s 
journey 
conPnues 
online 
and 
through 
a 
variety 
of 
channels 
and 
media, 
even 
aber 
buyers 
meet 
sales 
• There 
may 
be 
a 
lot 
of 
value 
in 
the 
garbage 
contacts 
in 
your 
MAP 
that 
MAP 
can’t 
help 
you 
idenPfy 
• PredicPve 
lead 
scoring 
adopPon 
is 
climbing 
rapidly 
• Having 
SLAs 
and 
enrolling 
sales 
in 
the 
development, 
roll-­‐out 
and 
fine-­‐tuning 
of 
PLS 
is 
criPcal 
for 
success.
Elle Woulfe 
Director of Demand Gen 
Elle Woulfe 
Director of Demand Gen 
Lattice Engines 
#MKTGnerd
Life Without Lead Scoring…
BEHAVIOR 
PROFILE
BEHAVIOR 
PROFILE 
PASS TO 
SALES
Adding Predictive Marketing To Your Mix In 2015
Adding Predictive Marketing To Your Mix In 2015
Adding Predictive Marketing To Your Mix In 2015
Know 
Everything 
That’s 
Discoverable 
Company 
Profile 
Size, 
credit 
raPng, 
news 
Growth 
Profile 
Employee, 
locaPon, 
facility, 
and 
contract 
growth 
Cloud 
Maturity 
CRM, 
MA, 
and 
provisioned 
infrastructure 
OperaPng 
Diversity 
Divisions, 
disparity 
of 
locaPons 
& 
personnel 
Technology 
Profile 
Installed 
technologies 
and 
maturity 
ExecuPve 
Change 
Presence 
of 
new 
personnel 
AdverPsing 
& 
External 
Investment 
Spend, 
trend, 
Pming, 
events 
Social 
Presence 
1,000s 
of 
Other 
ABributes 
Downloads 
Web 
Page 
Visits 
Form 
ConversaPons 
Title 
of 
Contact 
Webinars 
ABended 
Campaign 
Response 
Rates 
Email 
Opens 
Video 
Views 
and 
Engagement 
Internal 
Data 
Sources
Adding Predictive Marketing To Your Mix In 2015
Adding Predictive Marketing To Your Mix In 2015
20% 
80% 
The 
PredicPve 
Opportunity
The 
PredicPve 
Opportunity… 
Data 
Science 
& 
Predictive 
Analytics 
ACQUIRE 
CONVERT 
ACCELERATE 
GROW 
RETAIN 
INCREASE 
TOTAL 
FUNNEL 
YEILD
Prioritize 
Cultivate 
Expand 
Retain 
Feed 
Predict Your Next… 
Predictability Across 
the Customer 
Lifecycle
Prioritize 
Cultivate 
Expand 
Retain 
Feed 
Predict Your Next… 
BEST LEAD 
Expand the Funnel: 
Identify Your Next Best 
Lead Segment
Prioritize 
Cultivate 
Expand 
Retain 
Feed 
Predict Your Next… 
BEST LEAD 
Expand the Funnel: 
Identify Your Next Best 
Lead Segment 
27% More Leads 
Passed to Sales
Prioritize 
Cultivate 
Expand 
Retain 
Feed 
Predict Your Next… 
CONVERSION 
Expand the Funnel: 
Identify Your Next Best 
Lead Segment 
Curse of Abundance: 
Apply Ruthless 
Prioritization 
27% More Leads 
Passed to Sales
Prioritize 
Cultivate 
Expand 
Retain 
Feed 
Predict Your Next… 
CONVERSION 
Expand the Funnel: 
Identify Your Next Best 
Lead Segment 
Curse of Abundance: 
Apply Ruthless 
Prioritization 
27% More Leads 
Passed to Sales 
Increased Opportunity 
to Win Conversion: 37%
Prioritize 
Cultivate 
Expand 
Retain 
Feed 
Predict Your Next… 
TARGET 
ACCOUNT 
MQL Expansion: 
Identify Your Next Best 
Lead Segment 
Curse of Abundance: 
Apply Ruthless 
Prioritization 
Account Based 
Targeting: 
Prioritize Tactics & 
Accelerate Conversion 
27% More Leads 
Passed to Sales 
Increased Opportunity 
to Win Conversion: 37%
Prioritize 
Cultivate 
Expand 
Retain 
Feed 
Predict Your Next… 
TARGET 
ACCOUNT 
MQL Expansion: 
Identify Your Next Best 
Lead Segment 
Curse of Abundance: 
Apply Ruthless 
Prioritization 
Increased ASP +26% 
Win Rate 75% 
Account Based 
Targeting: 
Prioritize Tactics & 
Accelerate Conversion 
27% More Leads 
Passed to Sales 
Increased Opportunity 
to Win Conversion: 37%
Prioritize 
Cultivate 
Expand 
Retain 
Feed 
Predict Your Next… 
CUSTOMER 
MQL Expansion: 
Identify Your Next Best 
Lead Segment 
Curse of Abundance: 
Apply Ruthless 
Prioritization 
Account Based 
Targeting: 
Prioritize Tactics & 
Accelerate Conversion 
27% More Leads 
Passed to Sales 
Cross-Sell/Up-Sell: 
Target the Right Customer 
with the Right Product 
Increased Opportunity 
to Win Conversion: 37% 
Increased ASP +26% 
Win Rate 75%
Prioritize 
Cultivate 
Expand 
Retain 
Feed 
Predict Your Next… 
CUSTOMER 
MQL Expansion: 
Identify Your Next Best 
Lead Segment 
Curse of Abundance: 
Apply Ruthless 
Prioritization 
Account Based 
Targeting: 
Prioritize Tactics & 
Accelerate Conversion 
27% More Leads 
Passed to Sales 
Cross-Sell/Up-Sell: 
Target the Right Customer 
with the Right Product 
Increased Opportunity 
to Win Conversion: 37% 
Increased ASP +26% 
2-3X Increase in Pipeline, Win Rate 75% 
Deal Size & Conversion
Prioritize 
Increased Opportunity 
to Win Conversion: 37% 
Cultivate 
Expand 
Retain 
Feed 
Predict Your Next… 
RENEWAL 
MQL Expansion: 
Identify Your Next Best 
Lead Segment 
Curse of Abundance: 
Apply Ruthless 
Prioritization 
Account Based 
Targeting: 
Prioritize Tactics & 
Accelerate Conversion 
27% More Leads 
Passed to Sales 
Churn 
Mitigation: 
Manage 
Renewals 
Cross-Sell/Up-Sell: 
Target the Right Customer 
with the Right Product 
Increased ASP +26% 
2-3X Increase in Pipeline, Win Rate 75% 
Deal Size & Conversion
#SPS2014 
Submit Your Questions! 
• 
Download 
this 
white 
paper. 
• 
View 
our 
podcast. 
• 
Take 
our 
assessment 
• 
…
#SPS2014 
Q&A // Panelists! 
MODERATOR: 
Kerry 
Cunningham, 
Research 
Director, 
SiriusDecisions 
Andrew 
Gaffney, 
Editor, 
Demand 
Gen 
Report 
Elle 
Woulfe, 
Director 
of 
Demand 
GeneraPon, 
La.ce 
Engines
#SPS2014 
Thanks for attending this session!! 
Make 
sure 
to 
aBend 
the 
next 
session 
in 
the 
Strategy 
& 
Planning 
Series: 
hBp://dg-­‐r.co/sps_14

Más contenido relacionado

Similar a Adding Predictive Marketing To Your Mix In 2015

Engineering Value in the Sales Cycle Featuring Analyst SiriusDecisions
Engineering Value in the Sales Cycle Featuring Analyst SiriusDecisionsEngineering Value in the Sales Cycle Featuring Analyst SiriusDecisions
Engineering Value in the Sales Cycle Featuring Analyst SiriusDecisionsRevegy, Inc.
 
SiriusDecisions Paths to B2B Growth Webinar
SiriusDecisions Paths to B2B Growth WebinarSiriusDecisions Paths to B2B Growth Webinar
SiriusDecisions Paths to B2B Growth WebinarCorporate Visions
 
Sd cvi b2 b growth 08 08 14.compressed
Sd cvi b2 b growth 08 08 14.compressedSd cvi b2 b growth 08 08 14.compressed
Sd cvi b2 b growth 08 08 14.compressedJeannie Rayment
 
Revenue Content Strategy 101: Unifying Content and Revenue Strategyu
Revenue Content Strategy 101: Unifying Content and Revenue StrategyuRevenue Content Strategy 101: Unifying Content and Revenue Strategyu
Revenue Content Strategy 101: Unifying Content and Revenue StrategyuChristopher Ward
 
Managing the Flexible Workforce of the Future [Paris]
Managing the Flexible Workforce of the Future [Paris]Managing the Flexible Workforce of the Future [Paris]
Managing the Flexible Workforce of the Future [Paris]SAP Ariba
 
Follow the Leads: B2B Nurturing Strategies That Work with SiriusDecisions
Follow the Leads: B2B Nurturing Strategies That Work with SiriusDecisionsFollow the Leads: B2B Nurturing Strategies That Work with SiriusDecisions
Follow the Leads: B2B Nurturing Strategies That Work with SiriusDecisionsCision
 
The Future of Omni-Channel Shopping Experience
The Future of Omni-Channel Shopping ExperienceThe Future of Omni-Channel Shopping Experience
The Future of Omni-Channel Shopping Experience NEORIS
 
Product biz plan template 1.0
Product biz plan template 1.0Product biz plan template 1.0
Product biz plan template 1.0Anders Grundborn
 
Universal Analytics' Greatest Hits - Marketing Analytics Summit 2023 - Sara H...
Universal Analytics' Greatest Hits - Marketing Analytics Summit 2023 - Sara H...Universal Analytics' Greatest Hits - Marketing Analytics Summit 2023 - Sara H...
Universal Analytics' Greatest Hits - Marketing Analytics Summit 2023 - Sara H...Sara Hoffman
 
Deliver Double the Value in Half the Time
Deliver Double the Value in Half the TimeDeliver Double the Value in Half the Time
Deliver Double the Value in Half the TimeDavid Hawks
 
A Healthy Dose of Chips R1
A Healthy Dose of Chips  R1A Healthy Dose of Chips  R1
A Healthy Dose of Chips R1GBX Summits
 
Guide Prospects Through The Buying Journey With Better Tracking & Targeting
Guide Prospects Through The Buying Journey With Better Tracking & TargetingGuide Prospects Through The Buying Journey With Better Tracking & Targeting
Guide Prospects Through The Buying Journey With Better Tracking & TargetingG3 Communications
 
Sirius Decisions presentation ROI Award Winner. Cisco Case Study
Sirius Decisions presentation ROI Award Winner. Cisco Case StudySirius Decisions presentation ROI Award Winner. Cisco Case Study
Sirius Decisions presentation ROI Award Winner. Cisco Case StudyJoseph Puthussery
 
Using Dashboards & Analytics to Find Hidden Gems in Your Data
Using Dashboards & Analytics to Find Hidden Gems in Your DataUsing Dashboards & Analytics to Find Hidden Gems in Your Data
Using Dashboards & Analytics to Find Hidden Gems in Your DataAdaptive Insights
 
Attribution Playbook Webinar 3
Attribution Playbook Webinar 3Attribution Playbook Webinar 3
Attribution Playbook Webinar 3Adometry by Google
 
Increase Marketing Effectiveness and ROI with Big Data
Increase Marketing Effectiveness and ROI with Big DataIncrease Marketing Effectiveness and ROI with Big Data
Increase Marketing Effectiveness and ROI with Big DataDemandbase
 
SiriusDecisions Sales Enablement Market and Trends Survey Revealed
SiriusDecisions Sales Enablement Market and Trends Survey RevealedSiriusDecisions Sales Enablement Market and Trends Survey Revealed
SiriusDecisions Sales Enablement Market and Trends Survey RevealedSAVO
 

Similar a Adding Predictive Marketing To Your Mix In 2015 (20)

Engineering Value in the Sales Cycle Featuring Analyst SiriusDecisions
Engineering Value in the Sales Cycle Featuring Analyst SiriusDecisionsEngineering Value in the Sales Cycle Featuring Analyst SiriusDecisions
Engineering Value in the Sales Cycle Featuring Analyst SiriusDecisions
 
SiriusDecisions Paths to B2B Growth Webinar
SiriusDecisions Paths to B2B Growth WebinarSiriusDecisions Paths to B2B Growth Webinar
SiriusDecisions Paths to B2B Growth Webinar
 
Sd cvi b2 b growth 08 08 14.compressed
Sd cvi b2 b growth 08 08 14.compressedSd cvi b2 b growth 08 08 14.compressed
Sd cvi b2 b growth 08 08 14.compressed
 
Revenue Content Strategy 101: Unifying Content and Revenue Strategyu
Revenue Content Strategy 101: Unifying Content and Revenue StrategyuRevenue Content Strategy 101: Unifying Content and Revenue Strategyu
Revenue Content Strategy 101: Unifying Content and Revenue Strategyu
 
Managing the Flexible Workforce of the Future [Paris]
Managing the Flexible Workforce of the Future [Paris]Managing the Flexible Workforce of the Future [Paris]
Managing the Flexible Workforce of the Future [Paris]
 
Follow the Leads: B2B Nurturing Strategies That Work with SiriusDecisions
Follow the Leads: B2B Nurturing Strategies That Work with SiriusDecisionsFollow the Leads: B2B Nurturing Strategies That Work with SiriusDecisions
Follow the Leads: B2B Nurturing Strategies That Work with SiriusDecisions
 
The Future of Omni-Channel Shopping Experience
The Future of Omni-Channel Shopping ExperienceThe Future of Omni-Channel Shopping Experience
The Future of Omni-Channel Shopping Experience
 
Product biz plan template 1.0
Product biz plan template 1.0Product biz plan template 1.0
Product biz plan template 1.0
 
Universal Analytics' Greatest Hits - Marketing Analytics Summit 2023 - Sara H...
Universal Analytics' Greatest Hits - Marketing Analytics Summit 2023 - Sara H...Universal Analytics' Greatest Hits - Marketing Analytics Summit 2023 - Sara H...
Universal Analytics' Greatest Hits - Marketing Analytics Summit 2023 - Sara H...
 
Deliver Double the Value in Half the Time
Deliver Double the Value in Half the TimeDeliver Double the Value in Half the Time
Deliver Double the Value in Half the Time
 
A Healthy Dose of Chips R1
A Healthy Dose of Chips  R1A Healthy Dose of Chips  R1
A Healthy Dose of Chips R1
 
Guide Prospects Through The Buying Journey With Better Tracking & Targeting
Guide Prospects Through The Buying Journey With Better Tracking & TargetingGuide Prospects Through The Buying Journey With Better Tracking & Targeting
Guide Prospects Through The Buying Journey With Better Tracking & Targeting
 
WSI Digital Summit São Paulo
WSI Digital Summit São PauloWSI Digital Summit São Paulo
WSI Digital Summit São Paulo
 
Sirius Decisions presentation ROI Award Winner. Cisco Case Study
Sirius Decisions presentation ROI Award Winner. Cisco Case StudySirius Decisions presentation ROI Award Winner. Cisco Case Study
Sirius Decisions presentation ROI Award Winner. Cisco Case Study
 
Using Dashboards & Analytics to Find Hidden Gems in Your Data
Using Dashboards & Analytics to Find Hidden Gems in Your DataUsing Dashboards & Analytics to Find Hidden Gems in Your Data
Using Dashboards & Analytics to Find Hidden Gems in Your Data
 
Attribution Playbook Webinar 3
Attribution Playbook Webinar 3Attribution Playbook Webinar 3
Attribution Playbook Webinar 3
 
Tesco
TescoTesco
Tesco
 
Increase Marketing Effectiveness and ROI with Big Data
Increase Marketing Effectiveness and ROI with Big DataIncrease Marketing Effectiveness and ROI with Big Data
Increase Marketing Effectiveness and ROI with Big Data
 
The First Mile Overview
The First Mile OverviewThe First Mile Overview
The First Mile Overview
 
SiriusDecisions Sales Enablement Market and Trends Survey Revealed
SiriusDecisions Sales Enablement Market and Trends Survey RevealedSiriusDecisions Sales Enablement Market and Trends Survey Revealed
SiriusDecisions Sales Enablement Market and Trends Survey Revealed
 

Más de G3 Communications

2015 Killer Content Awards Report
2015 Killer Content Awards Report2015 Killer Content Awards Report
2015 Killer Content Awards ReportG3 Communications
 
Experiential Retail: New Data Reveals the Opportunities (and Challenges) of T...
Experiential Retail: New Data Reveals the Opportunities (and Challenges) of T...Experiential Retail: New Data Reveals the Opportunities (and Challenges) of T...
Experiential Retail: New Data Reveals the Opportunities (and Challenges) of T...G3 Communications
 
Building Customer Success With Enhanced Employee Engagement
Building Customer Success With Enhanced Employee EngagementBuilding Customer Success With Enhanced Employee Engagement
Building Customer Success With Enhanced Employee EngagementG3 Communications
 
Learn How Top Retailers are Winning the Last Mile With Delivery Experience Ma...
Learn How Top Retailers are Winning the Last Mile With Delivery Experience Ma...Learn How Top Retailers are Winning the Last Mile With Delivery Experience Ma...
Learn How Top Retailers are Winning the Last Mile With Delivery Experience Ma...G3 Communications
 
Leveraging Omnichannel Trends for E-Commerce Marketplace Success
Leveraging Omnichannel Trends for E-Commerce Marketplace SuccessLeveraging Omnichannel Trends for E-Commerce Marketplace Success
Leveraging Omnichannel Trends for E-Commerce Marketplace SuccessG3 Communications
 
The Store is Media: Reengineering Frontline Teams for the New Age of Retail
The Store is Media: Reengineering Frontline Teams for the New Age of RetailThe Store is Media: Reengineering Frontline Teams for the New Age of Retail
The Store is Media: Reengineering Frontline Teams for the New Age of RetailG3 Communications
 
Optimizing the Omnichannel Journey
Optimizing the Omnichannel JourneyOptimizing the Omnichannel Journey
Optimizing the Omnichannel JourneyG3 Communications
 
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...G3 Communications
 
Location Intelligence - A Critical Tool in Retail Performance Management
Location Intelligence - A Critical Tool in Retail Performance ManagementLocation Intelligence - A Critical Tool in Retail Performance Management
Location Intelligence - A Critical Tool in Retail Performance ManagementG3 Communications
 
Holiday Predictions: What to Expect Based on Data From 500 Million Shoppers
Holiday Predictions: What to Expect Based on Data From 500 Million ShoppersHoliday Predictions: What to Expect Based on Data From 500 Million Shoppers
Holiday Predictions: What to Expect Based on Data From 500 Million ShoppersG3 Communications
 
How to Leverage Funnel Metrics and Attribution Data for Your 2019 Planning
How to Leverage Funnel Metrics and Attribution Data for Your 2019 PlanningHow to Leverage Funnel Metrics and Attribution Data for Your 2019 Planning
How to Leverage Funnel Metrics and Attribution Data for Your 2019 PlanningG3 Communications
 
Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...
Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...
Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...G3 Communications
 
The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...
The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...
The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...G3 Communications
 
How a Partner-First Approach Drives Revenue & ROI
How a Partner-First Approach Drives Revenue & ROIHow a Partner-First Approach Drives Revenue & ROI
How a Partner-First Approach Drives Revenue & ROIG3 Communications
 
Accelerate Your Partners' Digital Transformation With Point-Based Rewards
Accelerate Your Partners' Digital Transformation With Point-Based RewardsAccelerate Your Partners' Digital Transformation With Point-Based Rewards
Accelerate Your Partners' Digital Transformation With Point-Based RewardsG3 Communications
 
5 Stages of the Partner Journey
5 Stages of the Partner Journey5 Stages of the Partner Journey
5 Stages of the Partner JourneyG3 Communications
 
How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...
How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...
How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...G3 Communications
 
Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...
Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...
Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...G3 Communications
 
Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...
Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...
Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...G3 Communications
 

Más de G3 Communications (20)

2012 Killer Content Awards
2012 Killer Content Awards2012 Killer Content Awards
2012 Killer Content Awards
 
2015 Killer Content Awards Report
2015 Killer Content Awards Report2015 Killer Content Awards Report
2015 Killer Content Awards Report
 
Experiential Retail: New Data Reveals the Opportunities (and Challenges) of T...
Experiential Retail: New Data Reveals the Opportunities (and Challenges) of T...Experiential Retail: New Data Reveals the Opportunities (and Challenges) of T...
Experiential Retail: New Data Reveals the Opportunities (and Challenges) of T...
 
Building Customer Success With Enhanced Employee Engagement
Building Customer Success With Enhanced Employee EngagementBuilding Customer Success With Enhanced Employee Engagement
Building Customer Success With Enhanced Employee Engagement
 
Learn How Top Retailers are Winning the Last Mile With Delivery Experience Ma...
Learn How Top Retailers are Winning the Last Mile With Delivery Experience Ma...Learn How Top Retailers are Winning the Last Mile With Delivery Experience Ma...
Learn How Top Retailers are Winning the Last Mile With Delivery Experience Ma...
 
Leveraging Omnichannel Trends for E-Commerce Marketplace Success
Leveraging Omnichannel Trends for E-Commerce Marketplace SuccessLeveraging Omnichannel Trends for E-Commerce Marketplace Success
Leveraging Omnichannel Trends for E-Commerce Marketplace Success
 
The Store is Media: Reengineering Frontline Teams for the New Age of Retail
The Store is Media: Reengineering Frontline Teams for the New Age of RetailThe Store is Media: Reengineering Frontline Teams for the New Age of Retail
The Store is Media: Reengineering Frontline Teams for the New Age of Retail
 
Optimizing the Omnichannel Journey
Optimizing the Omnichannel JourneyOptimizing the Omnichannel Journey
Optimizing the Omnichannel Journey
 
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...
 
Location Intelligence - A Critical Tool in Retail Performance Management
Location Intelligence - A Critical Tool in Retail Performance ManagementLocation Intelligence - A Critical Tool in Retail Performance Management
Location Intelligence - A Critical Tool in Retail Performance Management
 
Holiday Predictions: What to Expect Based on Data From 500 Million Shoppers
Holiday Predictions: What to Expect Based on Data From 500 Million ShoppersHoliday Predictions: What to Expect Based on Data From 500 Million Shoppers
Holiday Predictions: What to Expect Based on Data From 500 Million Shoppers
 
How to Leverage Funnel Metrics and Attribution Data for Your 2019 Planning
How to Leverage Funnel Metrics and Attribution Data for Your 2019 PlanningHow to Leverage Funnel Metrics and Attribution Data for Your 2019 Planning
How to Leverage Funnel Metrics and Attribution Data for Your 2019 Planning
 
Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...
Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...
Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...
 
The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...
The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...
The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...
 
How a Partner-First Approach Drives Revenue & ROI
How a Partner-First Approach Drives Revenue & ROIHow a Partner-First Approach Drives Revenue & ROI
How a Partner-First Approach Drives Revenue & ROI
 
Accelerate Your Partners' Digital Transformation With Point-Based Rewards
Accelerate Your Partners' Digital Transformation With Point-Based RewardsAccelerate Your Partners' Digital Transformation With Point-Based Rewards
Accelerate Your Partners' Digital Transformation With Point-Based Rewards
 
5 Stages of the Partner Journey
5 Stages of the Partner Journey5 Stages of the Partner Journey
5 Stages of the Partner Journey
 
How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...
How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...
How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...
 
Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...
Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...
Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...
 
Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...
Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...
Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...
 

Adding Predictive Marketing To Your Mix In 2015

  • 1. Session sponsored by! #SPS2014 Adding Predictive ! Marketing To Your ! Mix In 2015!
  • 2. #SPS2014 Questions / ON24 Logistics ! • Download this white paper. • View our podcast. • Take our assessment • …
  • 3. #SPS2014 Follow this webinar on TwiBer #SPS2014 Demand Gen Report: @DG_Report LaGce Engines: @La.ce_Engines Kerry Cunningham: @KerrySirius Elle Woulfe: @ellehwoulfe
  • 4. #SPS2014 About Demand Gen Report! • Launched in 2007 to track best pracPces in lead generaPon • NewsleBer has grown to more than 28,000 readers • We also offer a menu of research and best pracPces reports • New audio/video podcasts at DemandGenReport.com @DG_Report http://linkd.in/DG_Specialists
  • 5. #SPS2014 Panelists! MODERATOR: Kerry Cunningham, Research Director, SiriusDecisions Andrew Gaffney, Editor, Demand Gen Report Elle Woulfe, Director of Demand GeneraPon, La.ce Engines
  • 6. Why Predictive for 2015 Concepts and Considerations Kerry Cunningham Research Director, Demand Creation Strategies 11/20/2014
  • 7. Agenda • Conversion Rates – We Can Do Better © 2014 SiriusDecisions. All Rights Reserved 7
  • 8. Agenda • Conversion Rates – We Can Do Better © 2014 SiriusDecisions. All Rights Reserved • The 67% Myth And Why It Matters 8
  • 9. Agenda • Conversion Rates – We Can Do Better © 2014 SiriusDecisions. All Rights Reserved • The 67% Myth And Why It Matters • What The Buyer’s Journey Really Looks Like 9
  • 10. Agenda • Conversion Rates – We Can Do Better © 2014 SiriusDecisions. All Rights Reserved • The 67% Myth And Why It Matters • What The Buyer’s Journey Really Looks Like • The Mysterious Inhabitants Of Your MAP 10
  • 11. Agenda • Conversion Rates – We Can Do Better © 2014 SiriusDecisions. All Rights Reserved • The 67% Myth And Why It Matters • What The Buyer’s Journey Really Looks Like • The Mysterious Inhabitants Of Your MAP • Adoption And Usage So Far 11
  • 12. Agenda • Conversion Rates – We Can Do Better © 2014 SiriusDecisions. All Rights Reserved • The 67% Myth And Why It Matters • What The Buyer’s Journey Really Looks Like • The Mysterious Inhabitants Of Your MAP • Adoption And Usage So Far • 4 Keys To Predictive Success 12
  • 13. Conversion Rates We can do better
  • 14. Why Predictive Is Needed © 2014 SiriusDecisions. All Rights Reserved 14 To better understand why prediction is called for…
  • 15. © 2014 SiriusDecisions. All Rights Reserved 15 Why Predictive Is Needed Definition of Terms AQL A lead qualified through progressive profiling and lead scoring in marketing automation
  • 16. © 2014 SiriusDecisions. All Rights Reserved 16 Why Predictive Is Needed Definition of Terms AQL A lead qualified through progressive profiling and lead scoring in marketing automation TQL A lead that is qualified by teleprospecting and deliverable to sales
  • 17. © 2014 SiriusDecisions. All Rights Reserved 17 Why Predictive Is Needed Definition of Terms AQL A lead qualified through progressive profiling and lead scoring in marketing automation TQL A lead that is qualified by teleprospecting and deliverable to sales SQL A lead that sales has vetted and is putting into pipeline
  • 18. © 2014 SiriusDecisions. All Rights Reserved 18 Why Predictive Is Needed Conversion % AQL > TQL 10%-30%
  • 19. Why Predictive Is Needed © 2014 SiriusDecisions. All Rights Reserved 19 Conversion % AQL > TQL 10%-30% TQL > SQL 10%-30%
  • 20. Why Predictive Is Needed © 2014 SiriusDecisions. All Rights Reserved 20 Conversion from AQL to SQL = 1%-10%
  • 21. © 2014 SiriusDecisions. All Rights Reserved Today, most of that qualification involves teleprospecting and sales calls 21 Why Predictive Is Needed
  • 22. The Future of B-to-B Lead Development © 2014 SiriusDecisions. All Rights Reserved The Role of Data Science Find clues that exist out in the world, which reliably point to qualifying criteria & buying signals you would ask the decision-maker about if you could get him/ her on 22 the phone?
  • 23. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 23 The Lead Qualification 4-Box Expensive/ Deep Cheap/ Deep Expensive/ Shallow Cheap/ Shallow Shallow Deep Slow/ $$$ Fast/ $ Degree of Qualification The promise of predictive technology is to perform deep qualification of accounts and opportunities through data science and automation.
  • 24. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 24 The Lead Qualification 4-Box Expensive/ Deep Cheap/ Deep Expensive/ Shallow Cheap/ Shallow Shallow Deep Slow/ $$$ Fast/ $ Degree of Qualification The promise of predictive technology is to perform deep qualification of accounts and opportunities through data science and automation. Buying Lists With Marketing Automation With Predictive Modeling
  • 25. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 25 The Lead Qualification 4-Box Expensive/ Deep Cheap/ Deep Expensive/ Shallow Cheap/ Shallow Shallow Deep Slow/ $$$ Fast/ $ Degree of Qualification The promise of predictive technology is to perform deep qualification of accounts and opportunities through data science and automation. 1. List purchase and selection unsophisticated
  • 26. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 26 The Lead Qualification 4-Box Expensive/ Deep Cheap/ Deep Expensive/ Shallow Cheap/ Shallow Shallow Deep Slow/ $$$ Fast/ $ Degree of Qualification The promise of predictive technology is to perform deep qualification of accounts and opportunities through data science and automation. List Buys 1. List purchase and selection unsophisticated
  • 27. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 27 The Lead Qualification 4-Box Expensive/ Deep Cheap/ Deep Expensive/ Shallow Cheap/ Shallow Shallow Deep Slow/ $$$ Fast/ $ Degree of Qualification The promise of predictive technology is to perform deep qualification of accounts and opportunities through data science and automation. With MAP 1. List purchase and selection unsophisticated 2. Technology does yet more qualification
  • 28. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 28 The Lead Qualification 4-Box Expensive/ Deep Cheap/ Deep Expensive/ Shallow Cheap/ Shallow Shallow Deep Slow/ $$$ Fast/ $ Degree of Qualification The promise of predictive technology is to perform deep qualification of accounts and opportunities through data science and automation. With Predictive 1. List purchase and selection unsophisticated 2. Technology does yet more qualification 3. And sales becomes more efficient
  • 29. The 67% Myth (and why it matters)
  • 30. The 67% Myth (and why it matters) 67% …of the buyer’s journey ___________ © 2014 SiriusDecisions. All Rights Reserved 30
  • 31. The 67% Myth (and why it matters) 67% is over before prospects talk © 2014 SiriusDecisions. All Rights Reserved 31 to sales
  • 32. The 67% Myth (and why it matters) 67% is over before prospects talk © 2014 SiriusDecisions. All Rights Reserved 32 to sales X
  • 33. The 67% Myth (and why it matters) 67% occurs through interactions with © 2014 SiriusDecisions. All Rights Reserved 33 your digital assets
  • 34. The 67% Myth (and why it matters) 67% occurs through interactions with © 2014 SiriusDecisions. All Rights Reserved 34 your digital assets X
  • 35. The 67% Myth (and why it matters) 67% of the buyer’s journey happens © 2014 SiriusDecisions. All Rights Reserved online… 35
  • 36. The 67% Myth (and why it matters) 67% of the buyer’s journey happens © 2014 SiriusDecisions. All Rights Reserved online… √ 36
  • 37. The 67% Myth (and why it matters) 67% of the buyer’s journey happens © 2014 SiriusDecisions. All Rights Reserved online… and includes activity before and after prospects talk to sales √ 37
  • 38. The 67% Myth (and why it matters) 67% © 2014 SiriusDecisions. All Rights Reserved of the buyer’s journey happens online… and includes activity before and after prospects talk to sales and involves your assets, your competitors assets, influencers, communities, social media… √ 38
  • 39. What the Buyer’s Journey Really Looks Like And what it doesn’t look like
  • 40. © 2014 SiriusDecisions. All Rights Reserved 40 The Buyer’s Journey - Fantasy
  • 41. © 2014 SiriusDecisions. All Rights Reserved 41
  • 42. © 2014 SiriusDecisions. All Rights Reserved 42
  • 43. © 2014 SiriusDecisions. All Rights Reserved 43
  • 44. © 2014 SiriusDecisions. All Rights Reserved 44
  • 45. © 2014 SiriusDecisions. All Rights Reserved 45 Fantasy Lead Scoring “Oh, hey! I am feeling fully nurtured.”
  • 46. © 2014 SiriusDecisions. All Rights Reserved 46 Fantasy Lead Scoring “I’ve established a budget and Pmeline, and I’m and ready to talk now…”
  • 47. © 2014 SiriusDecisions. All Rights Reserved 47 The Buyer’s Journey - Reality
  • 48. © 2014 SiriusDecisions. All Rights Reserved 48
  • 49. © 2014 SiriusDecisions. All Rights Reserved 49
  • 50. © 2014 SiriusDecisions. All Rights Reserved 50 ?
  • 51. © 2014 SiriusDecisions. All Rights Reserved 51
  • 52. © 2014 SiriusDecisions. All Rights Reserved 52
  • 53. © 2014 SiriusDecisions. All Rights Reserved 53
  • 54. The Buyer’s Journey – A Long, Winding and Often Hidden Road © 2014 SiriusDecisions. All Rights Reserved “Oh, hey. Long time no see…” 54
  • 55. The Buyer’s Journey – A Long, Winding and Often Hidden Road © 2014 SiriusDecisions. All Rights Reserved “Thanks again for all that great information. Super helpful…” 55
  • 56. The Buyer’s Journey – A Long, Winding and Often Hidden Road © 2014 SiriusDecisions. All Rights Reserved “… So… yeah. Now’s not a good time… I just bought from your competitor.” 56
  • 57. The Buyer’s Journey – A Long, Winding and Often Hidden Road © 2014 SiriusDecisions. All Rights Reserved 57 “But…. But… that’s not possible.”
  • 58. The Buyer’s Journey – A Long, Winding and Often Hidden Road “You’re only in stage 3 of the buyer’s journey…” © 2014 SiriusDecisions. All Rights Reserved 58
  • 59. The Buyer’s Journey – A Long, Winding and Often Hidden Road “We just degraded your score for inactivity.” © 2014 SiriusDecisions. All Rights Reserved 59
  • 60. The Buyer’s Journey – A Long, Winding and Often Hidden Road “I mean… have you SEEN your engagement score!!!” © 2014 SiriusDecisions. All Rights Reserved 60
  • 61. 4 Truths About The Buyer’s Journey
  • 62. The Reality of Buyers’ Journeys SiriusPerspective: To really understand buyer’s journeys, marketers need to see more than what interaction with their own assets will tell them. © 2014 SiriusDecisions. All Rights Reserved 62 Sometimes you see them and sometimes you don’t
  • 63. The Reality of Buyers’ Journeys SiriusPerspective: To really understand buyer’s journeys, marketers need to see more than what interaction with their own assets will tell them. © 2014 SiriusDecisions. All Rights Reserved They continue even when prospects stop interacting with you. 63 hBp://explodingdog.com/Ptle/thanksfornotanswering.html
  • 64. The Reality of Buyers’ Journeys SiriusPerspective: To really understand buyer’s journeys, marketers need to see more than what interaction with their own assets will tell them. Inactivity with respect to your assets may mean many things, and lack of interest is only one of those things © 2014 SiriusDecisions. All Rights Reserved 64
  • 65. The Reality of Buyers’ Journeys SiriusPerspective: To really understand buyer’s journeys, marketers need to see more than what interaction with their own assets will tell them. © 2014 SiriusDecisions. All Rights Reserved It is critical to understand where buyer’s are and to meet them where they are with relevant content 65
  • 66. © 2014 SiriusDecisions. All Rights Reserved 66 Summarizing Fo Far 1. Buyer’s journeys are rarely linear 2. Often happen out of our line of sight 3. And require that we track prospect progress outside of our digital walls
  • 68. © 2014 SiriusDecisions. All Rights Reserved 68
  • 69. © 2014 SiriusDecisions. All Rights Reserved 69
  • 70. © 2014 SiriusDecisions. All Rights Reserved 70
  • 71. © 2014 SiriusDecisions. All Rights Reserved 71 Mssr. Sans Title
  • 72. © 2014 SiriusDecisions. All Rights Reserved 72 Mssr. V.P. Operations
  • 73. © 2014 SiriusDecisions. All Rights Reserved Mssr. Romano Nameless 73
  • 74. © 2014 SiriusDecisions. All Rights Reserved 74 Mr. Johnny Depp
  • 75. © 2014 SiriusDecisions. All Rights Reserved 75 Not Johnny Depp
  • 76. They may be ‘garbage,’ but they may be buyers (for your © 2014 SiriusDecisions. All Rights Reserved competitor). You’ll never know. 76
  • 77. © 2014 SiriusDecisions. All Rights Reserved 77 ? ? ? ? Yet another hidden cost of masked prospects… ?
  • 78. © 2014 SiriusDecisions. All Rights Reserved 78 ? Contact 1 @ buyerco ? ? ? Yet another hidden cost of masked prospects…
  • 79. © 2014 SiriusDecisions. All Rights Reserved 79 Contact 4 @ buyerco Contact 1 @ buyerco Contact 2 @ buyerco Contact 3 @ buyerco Contact 5 @ buyerco
  • 81. MAP-based Lead Scoring Is Far From Universally Adopted SiriusPerspective: Even among users of marketing automation, just over two-thirds of 16% Don’t score © 2014 SiriusDecisions. All Rights Reserved 81 organizations are scoring leads. 16% Don’t score leads 68% Score leads 16% plan to score in 6 months leads
  • 82. MAP-based Lead Scoring Isn’t Impressing Sales SiriusPerspective: Most organizations that have implemented lead scoring do not have a viable model, and are therefore unable to realize full value of scoring. 16% Don’t score leads © 2014 SiriusDecisions. All Rights Reserved 40% 68% Score leads 60% 82 16% plan to score in 6 months
  • 83. © 2014 SiriusDecisions. All Rights Reserved 83 Perceived Benefits of PLS Of users agree that predictive lead scoring provides more value than traditional (MAP and point-based attribute and activity) lead scoring approaches
  • 84. © 2014 SiriusDecisions. All Rights Reserved 84 Perceived Benefits of PLS Of respondents said they would buy predictive lead 98% scoring again.
  • 85. © 2014 SiriusDecisions. All Rights Reserved 85 Perceived Benefits of PLS Agree that they are receiving value from their predictive lead scoring platform.
  • 86. The Growth of Predictive Lead Scoring © 2014 SiriusDecisions. All Rights Reserved 86 The number of organizations adopting predictive is growing rapidly
  • 87. The Adoption of Predictive Lead Scoring © 2014 SiriusDecisions. All Rights Reserved 87
  • 88. © 2014 SiriusDecisions. All Rights Reserved 88 Is Failure a Prerequisite? Rules—based lead scoring failure is not a pre-requisite for predictive lead scoring success.
  • 89. 4 Keys to Predictive Success
  • 90. © 2014 SiriusDecisions. All Rights Reserved 90 4 Keys To Predictive Success Involve sales
  • 91. © 2014 SiriusDecisions. All Rights Reserved 91 4 Keys To Predictive Success Establish SLAs first
  • 92. © 2014 SiriusDecisions. All Rights Reserved 92 4 Keys To Predictive Success Set reasonable expectations
  • 93. 4 Keys To Predictive Success Establish mechanisms for capturing and using feedback © 2014 SiriusDecisions. All Rights Reserved 93
  • 94. © 2014 SiriusDecisions. All Rights Reserved 94 Key Take-aways • Conversion rates aber automaPon qualificaPon are sPll very low • The buyer’s journey conPnues online and through a variety of channels and media, even aber buyers meet sales • There may be a lot of value in the garbage contacts in your MAP that MAP can’t help you idenPfy • PredicPve lead scoring adopPon is climbing rapidly • Having SLAs and enrolling sales in the development, roll-­‐out and fine-­‐tuning of PLS is criPcal for success.
  • 95. Elle Woulfe Director of Demand Gen Elle Woulfe Director of Demand Gen Lattice Engines #MKTGnerd
  • 96. Life Without Lead Scoring…
  • 102. Know Everything That’s Discoverable Company Profile Size, credit raPng, news Growth Profile Employee, locaPon, facility, and contract growth Cloud Maturity CRM, MA, and provisioned infrastructure OperaPng Diversity Divisions, disparity of locaPons & personnel Technology Profile Installed technologies and maturity ExecuPve Change Presence of new personnel AdverPsing & External Investment Spend, trend, Pming, events Social Presence 1,000s of Other ABributes Downloads Web Page Visits Form ConversaPons Title of Contact Webinars ABended Campaign Response Rates Email Opens Video Views and Engagement Internal Data Sources
  • 105. 20% 80% The PredicPve Opportunity
  • 106. The PredicPve Opportunity… Data Science & Predictive Analytics ACQUIRE CONVERT ACCELERATE GROW RETAIN INCREASE TOTAL FUNNEL YEILD
  • 107. Prioritize Cultivate Expand Retain Feed Predict Your Next… Predictability Across the Customer Lifecycle
  • 108. Prioritize Cultivate Expand Retain Feed Predict Your Next… BEST LEAD Expand the Funnel: Identify Your Next Best Lead Segment
  • 109. Prioritize Cultivate Expand Retain Feed Predict Your Next… BEST LEAD Expand the Funnel: Identify Your Next Best Lead Segment 27% More Leads Passed to Sales
  • 110. Prioritize Cultivate Expand Retain Feed Predict Your Next… CONVERSION Expand the Funnel: Identify Your Next Best Lead Segment Curse of Abundance: Apply Ruthless Prioritization 27% More Leads Passed to Sales
  • 111. Prioritize Cultivate Expand Retain Feed Predict Your Next… CONVERSION Expand the Funnel: Identify Your Next Best Lead Segment Curse of Abundance: Apply Ruthless Prioritization 27% More Leads Passed to Sales Increased Opportunity to Win Conversion: 37%
  • 112. Prioritize Cultivate Expand Retain Feed Predict Your Next… TARGET ACCOUNT MQL Expansion: Identify Your Next Best Lead Segment Curse of Abundance: Apply Ruthless Prioritization Account Based Targeting: Prioritize Tactics & Accelerate Conversion 27% More Leads Passed to Sales Increased Opportunity to Win Conversion: 37%
  • 113. Prioritize Cultivate Expand Retain Feed Predict Your Next… TARGET ACCOUNT MQL Expansion: Identify Your Next Best Lead Segment Curse of Abundance: Apply Ruthless Prioritization Increased ASP +26% Win Rate 75% Account Based Targeting: Prioritize Tactics & Accelerate Conversion 27% More Leads Passed to Sales Increased Opportunity to Win Conversion: 37%
  • 114. Prioritize Cultivate Expand Retain Feed Predict Your Next… CUSTOMER MQL Expansion: Identify Your Next Best Lead Segment Curse of Abundance: Apply Ruthless Prioritization Account Based Targeting: Prioritize Tactics & Accelerate Conversion 27% More Leads Passed to Sales Cross-Sell/Up-Sell: Target the Right Customer with the Right Product Increased Opportunity to Win Conversion: 37% Increased ASP +26% Win Rate 75%
  • 115. Prioritize Cultivate Expand Retain Feed Predict Your Next… CUSTOMER MQL Expansion: Identify Your Next Best Lead Segment Curse of Abundance: Apply Ruthless Prioritization Account Based Targeting: Prioritize Tactics & Accelerate Conversion 27% More Leads Passed to Sales Cross-Sell/Up-Sell: Target the Right Customer with the Right Product Increased Opportunity to Win Conversion: 37% Increased ASP +26% 2-3X Increase in Pipeline, Win Rate 75% Deal Size & Conversion
  • 116. Prioritize Increased Opportunity to Win Conversion: 37% Cultivate Expand Retain Feed Predict Your Next… RENEWAL MQL Expansion: Identify Your Next Best Lead Segment Curse of Abundance: Apply Ruthless Prioritization Account Based Targeting: Prioritize Tactics & Accelerate Conversion 27% More Leads Passed to Sales Churn Mitigation: Manage Renewals Cross-Sell/Up-Sell: Target the Right Customer with the Right Product Increased ASP +26% 2-3X Increase in Pipeline, Win Rate 75% Deal Size & Conversion
  • 117. #SPS2014 Submit Your Questions! • Download this white paper. • View our podcast. • Take our assessment • …
  • 118. #SPS2014 Q&A // Panelists! MODERATOR: Kerry Cunningham, Research Director, SiriusDecisions Andrew Gaffney, Editor, Demand Gen Report Elle Woulfe, Director of Demand GeneraPon, La.ce Engines
  • 119. #SPS2014 Thanks for attending this session!! Make sure to aBend the next session in the Strategy & Planning Series: hBp://dg-­‐r.co/sps_14