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Using Predictive Analytics In 2016 To Drive Full Funnel Demand - #SPS2015

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Demand Gen Report's Strategy & Planning series session presented by Lattice Engines

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Using Predictive Analytics In 2016 To Drive Full Funnel Demand - #SPS2015

  1. 1. #SPS2015 Using Predictive Analytics in 2016 to Drive Full Funnel Demand SPONSORED BY:
  2. 2. #SPS2015 Follow This Webinar on LinkedIn & Twitter #SPS2015 Demand Gen Report: @DG_Report Carol Krol: @carolkrol Lattice Engines: @Lattice_Engines Heather Foeh: @heatherfoeh
  3. 3. #SPS2015 Register & Attend To Win An Apple Watch • Earn 1 Automatic Entry When You Register And Second Entry When You Attend Live • Register & Tune-In To All #SPS2015 Live Sessions For The Best Chance To Win Register For & Attend #SPS2015 Webinars For More Chances To Win An Apple Watch
  4. 4. #SPS2015 About Demand Gen Report • Tracking best practices in lead generation since 2007 • Newsletter has grown to more than 30,000 readers • Offering a menu of research and best practices reports • New audio/video podcasts at DemandGenReport.com @DG_Report http://linkd.in/DG_Specialists
  5. 5. #SPS2015 Questions, Tweets & Resources Submit your questions here Download today’s resources Join the conversation #SPS2015
  6. 6. #SPS2015 Panelists Heather Foeh Head of Culture and Customer Advocacy Lattice Engines @heatherfoeh hfoeh@lattice-engines.com MODERATOR: Carol Krol Editor-In-Chief, Demand Gen Report
  7. 7. USING PREDICTIVE ANALYTICS IN 2016 TO DRIVE FULL FUNNEL DEMAND
  8. 8. Heather Foeh Head of Culture and Customer Advocacy at Lattice Engines @heatherfoeh hfoeh@lattice-engines.com
  9. 9. 2 0 1 6
  10. 10. Predictive Analytics
  11. 11. Predictive Analytics Who will buy, what they’ll buy and when.
  12. 12. WHAT YOU KNOW
  13. 13. + WHAT WE KNOWWHAT YOU KNOW
  14. 14. + WHAT WE KNOWWHAT YOU KNOW
  15. 15. What Problem Do You Need to Solve in 2016? Prioritize leads and accounts Acquire high quality leads Grow existing customers
  16. 16. What Problem Do You Need to Solve in 2016? Find quality net new leads Optimize list buys Acquire high quality leads
  17. 17. What Problem Do You Need to Solve in 2016? Prioritize sales effort Create target account lists Prioritize leads and accounts
  18. 18. For Example… 35% more likely to progress through sales cycle 2X increase in MQL to SAL conversion rate
  19. 19. For Example… 13.6% Reduction in Lead to MQL Conversion https://youtu.be/dXWiQDQ3GyA 38.5% Increase in MQL to Oppty Conversion
  20. 20. What Problem Do You Need to Solve in 2016? Sell more to customers Find at risk customers Grow existing customers
  21. 21. Cross-Sell & Upsell Smartly Products Customers Account Managers 2,600+250,000 100,000
  22. 22. Cross-Sell & Upsell Smartly 2.4% 7.6% Using Business Rules With Lattice Customer Conversion Rate 3X
  23. 23. Cross-Sell & Upsell Smartly 2.4% 7.6% Using Business Rules With Lattice Customer Conversion Rate 3X And… Their average deal size increased significantly
  24. 24. 2005 2008 2010 2012 2013 2016
  25. 25. sales & marketing alignment
  26. 26. Data Center Hardware Server count & age, storage size & age, network nodes Company Status Index Growth index, popularity index, visibility index, social index Network Size & Growth Device count on the network and rate of change Data Center Software Backup, Recovery, Archive, Replication Enterprise Applications ERP, SCM, CRM, MAP, and related apps Network Sophistication CDN counts, Subdomain counts Business Change Web traffic & growth, new locations Company Growth & Change Employee growth, visitor growth, M&A Infrastructure Age & Type Server age, storage type Transaction and/or CRM Products Purchased, Cost, Time Video Engagement Clicks and views on videos Service & Support Service issues & topics, count of events Web Activity Interactions between visitors and website Marketing Automation Engagement on Content Web Research Anonymous search activity from domains White Paper Engagement Clicks and views on third-party topical content (Future) Social Activity Social posting and promotion Give Sales More Context CONTACTS 27
  27. 27. Sales Buy-In https://youtu.be/dXWiQDQ3GyA Old Scoring Predictive Scoring 64% 95%
  28. 28. Think outside the box…
  29. 29. …so many other uses! Tailor nurturing and follow-up Prioritize sales follow-up Smarter event planning Optimize content marketing Drive more targeted ads Improved search and SEO 37% Higher Win Rates 30% Lower Event Costs 20% Lower Syndication Costs 50% Lower Cost per Opportunity 300% Higher Ad Conversions 15% Lower SEO Spend
  30. 30. …so many other uses! Tailor nurturing and follow-up Prioritize sales follow-up Smarter event planning Optimize content marketing Drive more targeted ads Improved search and SEO 37% Higher Win Rates 30% Lower Event Costs 20% Lower Syndication Costs 50% Lower Cost per Opportunity 300% Higher Ad Conversions 15% Lower SEO Spend
  31. 31. …so many other uses! Tailor nurturing and follow-up Prioritize sales follow-up Smarter event planning Optimize content marketing Drive more targeted ads Improved search and SEO 37% Higher Win Rates 30% Lower Event Costs 20% Lower Syndication Costs 50% Lower Cost per Opportunity 300% Higher Ad Conversions 15% Lower SEO Spend
  32. 32. 2 0 1 6
  33. 33. #SPS2015 Q&A Panelists Heather Foeh Head of Culture and Customer Advocacy Lattice Engines @heatherfoeh hfoeh@lattice-engines.com MODERATOR: Carol Krol Editor-In-Chief, Demand Gen Report
  34. 34. #SPS2015 Thank You For Attending Register for more sessions now thru November 20th! Please Join Our Next Session Today at 2PM ET / 11AM PT www3.demandgenreport.com/sps15 Matthew Grant Aberdeen Group

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