To view the full webinar, please visit: http://www.mintigo.com/webinar-driving-the-ultimate-customer-experience-with-predictive-marketing-personalization/ Description: How Predictive Marketing Powers Real Time Web Personalization Many B2B marketers have heard the term “predictive analytics,” but when asked to describe how this is used to improve their marketing efforts, very few have an answer. Or, they only think of it as applied to predictive lead scoring built with black box algorithms, leaving them with an arbitrary number that’s meant to reflect how valuable a lead is, but with no explanation as to how it was derived. Savvy marketers understand that the data and insights that predictive analytics uncover can be used to not only drive the discovery of the most likely buyers, but also be used to create effective, relevant customer experiences. The result is greater engagement with prospects and customers by offering the right messages to the right audiences in real time. In this webinar, we explain: - Why it’s critical to know your ideal customer profile, aka your CustomerDNA(TM) - How to identify key customer attributes to create targeted customer experiences - How to develop and launch a data-driven personalization strategy in less than 30 days About The Speakers: Tony Yang, Sr. Director of Demand Generation at Mintigo Tony is the Sr. Director of Demand Generation at Mintigo. As a data-driven marketer with deep experience in the B2B, SaaS, and enterprise 2.0 space, Tony’s career includes marketing leadership roles at several early stage SaaS startups as well as at large enterprises such as IBM. Tony holds an MBA from the Marshall School of Business at University of Southern California, a Masters in Information Systems Management from Keller Graduate School of Management, and BA degrees in both Economics and Chinese Studies from the University of California, San Diego. He is fluent in both English and Chinese. His interests include all things related to inbound marketing, growth hacking, and USC Trojans Football. Ashley Chavez, Director of Marketing at Get Smart Content Ashley is the Director of Marketing at Get Smart Content, where she leads the strategy and execution of demand generation and product marketing. She joins the team with more than 8 years of hands-on experience in managing digital marketing and revenue-generating campaigns for industry-leading B2B and B2C organizations. Before joining Get Smart Content, Ashley oversaw marketing operations and demand generation at Revinate, where she managed efforts that made up more than 40% of monthly revenue contribution. Ashley received her BS in Marketing and Database Management at CSU Monterey Bay.

1. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
Driving The Ultimate
Customer Experience With
Predictive Marketing & Personalization
Presented by:
Tony Yang
Sr. Director of Demand Gen
@tones810
Ashley Chavez
Director of Marketing
@AshleyMChavez

2. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
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Ask questions at anytime & we will answer them during Q&A
#PredictivePersonalization

3. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
What is predictive analytics or predictive marketing…
and how can it help me?
#PredictivePersonalization

4. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
Predictive Analytics:
Technology that learns from
experience to predict the future
behavior of individuals in order to
drive better decisions.
#PredictivePersonalization

5. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
Mintigo
Enterprise Predictive Marketing Platform
Our mission is to master data
science to revolutionize the way
people market and sell.
#PredictivePersonalization

6. #PredictivePersonalization

7. #PredictivePersonalization

8. *Source: 451 Marketing #PredictivePersonalization

9. #PredictivePersonalization

10. #PredictivePersonalization

12. #PredictivePersonalization

13. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
One-Size-Fits-All Messaging Only Works On Some
*Source: Way Back Machine - http://archive.org/web/. Screen capture of www.leapfile.com circa 2007
#PredictivePersonalization

14. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
More Targeted
Messaging &
Value
Proposition
#PredictivePersonalization

15. Do you really know who your ideal customers are,
and what matters to them?

16. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
Buyer Persona Templates –
A Framework For Understanding Your Customer
#PredictivePersonalization

17. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
More Resources on Developing Buyer Personas
#PredictivePersonalization

18. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
*Source: 2015 Demand Gen Report Benchmark Study: What’s Working In Demand Generation
“How would you describe your current progress with buyer personas?”
#PredictivePersonalization

19. Challenge Isn’t Lack Of Frameworks or Tools, It’s Lack Of
Insightful Data & Understanding Which Ones Matter
#PredictivePersonalization

20. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
Identifying Your Ideal
Customer Without
Enough Of The
Right Data
Is Like This…
#PredictivePersonalization

21. Current View Of Customers Is Based
Only On Data That The Company Tracks
Firmo/Demogra
phic Signals
Behavioral
Signals
#PredictivePersonalization

22. Firmo/Demogr
aphic Signals
Behavioral Signals
In reality, there
are lots of data
“out there” that are
better buying signals
#PredictivePersonalization

23. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
Identifying Your Ideal Customer Profile With
Predictive Analytics
4,000+ indicators for
10M Companies & 100M Contacts
Discover Your
CustomerDNA™
Closed Won
Customers Common
indicators or
traits shared by
customers
#PredictivePersonalization

24. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
So instead of just getting this…
Company
• Job Title
• Email
• Industry
• Revenue
• Number of Employees
• HQ Location
• Activity Data
#PredictivePersonalization

25. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
Web Site Content and Techs
• Website Content:
Host Webinars
Offer Complex 1:1 Demo
Use Infographics, eBooks, White
Papers and Blogs
• Website Technology:
Ad Services, Live Chat
Log-In, SSL
• Advertising Technologies: Atlas,
Google Adroll, Google Adwords,
DoubleClick for Advertisers
• CDN Technology:
Akamai, Amazon
• DNS: Neustar, Amazon, Dyn
Company
• Is SaaS
• Cloud Computing Techs: AWS
• Growing Company: Hiring >250
Employees Annual
• Location growth: Has Multiple
Locations, new locations, distributed
workforce, etc.
• Company has Call Center
• Compliance: SOX, HIPAA,
FINRA/FISMA
• Mobile: BYOD, Mobile Developers
• Has Datawarehouse: Use Oracle
OBIEE, SAP Business Objects
CyberSecurity
• Hiring employees with security clearance, SEIM
positions, cyber attack, cyber security, IT security,
security certified, etc. positions
• Has had a breach, major security event
• Iaas, Paas, Saas, eCommerce companies
• High compliance requirements, PCI/DSS, HIPPA,
Truste, etc.
Competitors & Partners
• Using Web Conference Tools: Cisco Webex, Citrix
GoToMeeting
• Webinar/Webcasting Tech: On24
• Web Analytics Technologies:
WebTrends, Optimizely, CoreMetrics, WordPress
Stats, ClickTale
• Customer Experience: Foresee
Integrations & Partners
• CRM: SalesForce, Siebel, Netsuite, MS Dynamics
• CMS Technologies:
SiteCore, Joomla, WordPress, Drupal
• Using Collaboration Tool:
Sharepoint, Jive, Atlassian, Jira
• Marketing Automation:
Marketo, Eloqua, Pardot, Eloqua, HubSpot,
ExactTarget
• Email Services: Dyn, Rackspace, icontact,
Symantec cloud, McAffee SaaS, madrill, mailchimp
…you can get this.

26. Example of actionable insight
After the initial implementation, Neustar
found that there was a 99% correlation
between purchasing an SSL certificate and
the purchase of one of their product lines.
As a result, Neustar set up a strategic
partnership with the top SSL provider.

27. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
4 Layers Of Data To Build
Your Ideal Customer Profile
#PredictivePersonalization

28. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
1. Firmo-/Demographic Data
• Gives you basic profiling info
• Ex: industry, job title, location, etc.
• Get these from form fills, in your marketing
automation, CRM, LinkedIn, 3rd party data
sources (e.g., ZoomInfo, Data.com, etc.)
#PredictivePersonalization

29. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
1. Basic Firmo-/Demographic Data
2. Behaviorial/Activity Data
• Helps you understand interests that can point to
potential needs
• Ex: content downloads, webinar
registration/attendance, email clicks, page visits,
etc.
• Get these from your marketing automation,
CRM, Google Analytics, your product usage
data
#PredictivePersonalization

30. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
1. Basic Firmo-/Demographic Data
2. Behaviorial/Activity Data
3. Exogenous Account & Contact Data
• Deeper level understanding of company-level
needs & buying center characteristics
• Ex: complimentary or competitive technologies
used, org structure, hiring trends, etc.
• Try tools such as Builtwith.com or Ghostery,
LinkedIn’s advanced search (keywords +
company), some 3rd party data vendors can
provide (e.g., D&B/Netprospex, etc.)
#PredictivePersonalization

31. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
1. Basic Firmo-/Demographic Data
2. Behaviorial/Activity Data
3. Exogenous Account & Contact Data
4. Exogenous Intent Data
• Identifies potential buying intent
• Ex: interests in topics your product addresses,
access to reviews & social validation, etc.
• Can get from customer queries from search &
social (e.g. Twitter Analytics, Facebook Graph
Search), content syndication tools, etc.
#PredictivePersonalization

32. Current State of
Personalization
#PredictivePersonalization

33. 3
3
Confidential © 2015 Get Smart Content
What is Personalization?
Leveraging behavioral, demographic or
firmographic data to create more relevant digital
experiences and drive conversions.
Source: Forrester, 2014
#PredictivePersonalization

34. 3
4
Confidential © 2015 Get Smart Content
Why personalize?
“74% of consumers get frustrated with content,
offers, and ads irrelevant to them.”
Source: Janrain, 2013
#PredictivePersonalization

35. 3
5
Confidential © 2015 Get Smart Content
Too Focused on Email
0 10 20 30 40 50 60 70 80 90 100
Other
SMS
Search Engine Marketing
Social media
Offline
Website
Email
Source: eConsultancy, 2015
Through which channels do marketers personalize?
#PredictivePersonalization

36. 3
6
Confidential © 2015 Get Smart Content
According to DemandGen
Report’s “The 2014 B2B
Buyer Behavior Survey,”
after web search, vendor
web sites are the leading
choice for both the second
and third source among
buyers.
Source: DemandGen Report, 2014
Most Critical Channel – The Website
What were the first three sources of information
you used when you began your solution research,
in order of importance?
#PredictivePersonalization

37. 3
7
Confidential © 2015 Get Smart Content
“74% of B2B buyers told Forrester they research
half or more of their work purchases online.”
Source: Forrester, 2014
Most Critical Channel – The Website
#PredictivePersonalization

38. 3
8
Confidential © 2015 Get Smart Content
Looking to Improve
Source: eConsultancy, 2015
#PredictivePersonalization

39. 3
9
Confidential © 2015 Get Smart Content
Long-Term Benefits
“By 2018, B2B companies who craft personalized
experiences will outperform those who don’t by
30 percent.”
Source: Gartner, 2014
#PredictivePersonalization

40. 4
0
Confidential © 2015 Get Smart Content
Delivering Quality CX
“Brands that consistently ranked as
customer experience leaders delivered a
return three times higher than the S&P
500.”
Source: Forrester, 2014
#PredictivePersonalization

41. 4
1
Confidential © 2015 Get Smart Content
Delivering a Consistent CX
Source: Forrester 2014
#PredictivePersonalization

42. 4
2
Confidential © 2015 Get Smart Content
Creating Relevant Offers
“Fifty-eight percent of marketers [using
relevant offers] reported an increase in
conversions by 5 percent or more as a
result of using relevance tactics.”
Source: Forrester, 2014
#PredictivePersonalization

43. How to Personalize
using Customer Data
#PredictivePersonalization

44. 4
4
Confidential © 2015 Get Smart Content
Learn from B2C
“Transactions by themselves are not
enough to hook customers; you need
more. B2C figured that out long ago.”
Source: Executive quoted by Forrester, 2014
#PredictivePersonalization

45. 4
5
Confidential © 2015 Get Smart Content
Ex: Amazon
Relevant Offer
Personal
Recommendations
Personal
Content
#PredictivePersonalization

46. 4
6
Confidential © 2015 Get Smart Content
Ex: Amazon
No Offer
General
Content
General
Recommendations
#PredictivePersonalization

47. 4
7
Confidential © 2015 Get Smart Content
Customer vs. Prospect
#PredictivePersonalization

48. 4
8
Confidential © 2015 Get Smart Content
Customer vs. Prospect
#PredictivePersonalization

49. 4
9
Confidential © 2015 Get Smart Content
Use Case

50. 5
0
Confidential © 2015 Get Smart Content
Use Case

51. 5
1
Confidential © 2015 Get Smart Content
Industry

52. 5
2
Confidential © 2015 Get Smart Content
Industry

53. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
Mapping Out Customer Experience Marketing Through
The Funnel For Each Persona
TOFU
MOFU
BOFU

54. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
Mapping Out Customer Experience Marketing Through
The Funnel For Each Persona
TOFU
MOFU
BOFU
*Source: “The SiriusDecisions Product Messaging
Map Framework”. SiriusDecisions Research Brief

55. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
Mapping Out Customer Experience Marketing Through
The Funnel For Each Persona
TOFU
MOFU
BOFU
Website/LandingPages/
CustomerCommunities
Channels
SocialSocialSocial
*Source: “The SiriusDecisions Product Messaging
Map Framework”. SiriusDecisions Research Brief
EmailEmailEmail
Conferences/Tradeshows
AdsAdsAdsAds

56. 5
6
Confidential © 2015 Get Smart Content
Stage in Buyer’s Journey

57. 5
7
Confidential © 2015 Get Smart Content
Stage in Buyer’s Journey

58. 5
8
Confidential © 2015 Get Smart Content
Key Data

59. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
Q&A

60. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
3 Ways To Learn More:
1 2 3
Predictive
Marketing eBook
mintigo.com/resources
or email:
tony@mintigo.com
Come See Us At
SiriusDecisions
Summit 2015
May 12-15
Nashville, TN
Register at:
sdsummit2015.com/
Guide To
Personalization
email:
achavez@getsmartcontent.com

61. © 2015 Mintigo. All Rights Reserved. www.mintigo.com
THANK YOU!
Tony Yang
Sr. Director of Demand Gen
@tones810
tony@mintigo.com
Ashley Chavez
Director of Marketing
@AshleyMChavez
achavez@getsmartcontent.com