7 steps to take your marketing from grody to yaas with predictive marketing
TRANSCRIPT
7STEPSTO TAKE YOUR MARKETING FROM
GRODY TO #YAAASWITH PREDICTIVE MARKETING
Predictive marketing enables you to use your existing marketing channels with a new level of precision to land bigger deals in a shorter sales cycle.
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Predictive marketing isn’t magic. However, it changes the fundamentals of your marketing strategy, since you have access to much more data than you would otherwise.
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The most successful marketers using predictive employ a multi-channel, surround-sound approach to accelerating predictive accounts to become customers.
EMPLOY A MULTI-CHANNEL APPROACH TO CONVERTING
PREDICTIVE ACCOUNTS
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STEP 1: CREATE THE RIGHT CONTENT FOR YOUR PREDICTIVE ACCOUNTS
Predictive marketing changes the way you create content. Instead of creating content for the masses, you need to create targeted, focused, and personalized content.
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• Generalized content
• Using intuition to determine what to create
• One size-fits-all strategy
CONTENT CREATION THE OLD WAY:CONTENT CREATION THE OLD WAY:
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Source: vintagecomputing.com
CONTENT CREATION WITH PREDICTIVE:
• Stop creating copy in a vacuum!
• Predictive insights provide valuable data to enable personalized content creation
• Create targeted content for your top accounts and add to your Account-Based Marketing Program
#ContentOnFleek
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STEP 2: NURTURE PREDICTIVE ACCOUNTS WITH THE RIGHT EMAIL MESSAGING
You must nurture and build relationships with predictive accounts. Use your data to segment your emails and create specialized nurture paths.
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• Batch-and blast your database
• One email nurture stream for everyone
• Messaging based on best-guesses
EMAIL THE OLD WAY:EMAIL THE OLD WAY:
Source webdesignerdepot.com
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• Segment your database using predictive data so your campaigns are more relevant
• Create target account nurture tracks
• Create nurture tracks based on fit and engagement scoring
• Personalize messaging based on
predictive insights
EMAIL WITH PREDICTIVE MARKETING:
SCORE SEND TO(Engagement / Fit)
SALES
80 / 20
100 / 100
Nurture Track 1 EARLY STAGE
Nurture Track 3 ACCELERATE
Nurture Track 2 MID STAGE
Nurture Track 4 KEEP-IN-TOUCH
40 / 100
40 / 40
0 / 100
EXAMPLE: Create Email Nurture Tracks Based On Predictive Scoring
#SassySends
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STEP 3: PERSONALIZE YOUR WEBSITE FOR PREDICTIVE TARGET ACCOUNTS
Your website is your first impression. Use website personalization to accelerate predictive accounts through your funnel.
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• One website experience for every visitor
• No way to target top accounts
• No data to determine messaging and user experience
WEBSITE THE OLD WAY:WEBSITE THE OLD WAY:
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Source craveonline.com.au
• Create unique experiences for target accounts and industries
• Leverage a personalization tool to adjust content
• Create messaging based on predictive data and insights
WEBSITE WITH PREDICTIVE MARKETING:
#VIP
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STEP 4: ACCELERATE PREDICTIVE ACCOUNTS WITH THE RIGHT EVENTS
Events engage your predictive accounts and accelerate them to become customers.
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• Choosing events based on best-guesses
• Attending many large-scale events that lack a personal touch
• Attending an event without knowing if your audience will be there
EVENTS THE OLD WAY:EVENTS THE OLD WAY:
Source pzservices.typepad.com
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• Cross-check past attendee lists to determine a good-fit event
• Plan targeted field events to create relationships with predictive accounts
• Use predictive insights to determine geography and messaging for your events
• Host webinars and virtual events to target a key set of predictive accounts
• Create predictive segments so you send your event invites to the people most likely to attend
EVENTS WITH PREDICTIVE MARKETING:
#Soiree
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STEP 5: BUILD RELATIONSHIPS WITH PREDICTIVE ACCOUNTS THROUGH SOCIAL MEDIA
Social media can help build relationships with predictive accounts that don’t yet know who you are.
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• Messaging created for a wide audience—driving low-fit inbound traffic
• Lack of targeting leading to poor lead quality for advertising
SOCIAL MEDIA THE OLD WAY:SOCIAL MEDIA THE OLD WAY:
Source: dailymail.co.uk
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• Create social media lists based on predictive accounts and segments for targeted outreach
• Serve ads on social platforms to predictive accounts and segments for nurturing
• Reach out directly to predictive accounts on social channels for relationship building
SOCIAL MEDIA WITH PREDICTIVE MARKETING:
#KhaleesiOfSocial
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STEP 6: SEND DIRECT MAIL TO YOUR PREDICTIVE ACCOUNTS FOR THAT PERSONAL TOUCH
Direct mail can have a tremendous affect in moving your predictive accounts through your sales funnel.
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• Generalized print-outs without specific messaging
• Money wasted on large direct mail sends without responses
• Lack of data and insight into what works
DIRECT MAIL THE OLD WAY:DIRECT MAIL THE OLD WAY:
Source computerweekly.com
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• Create creative direct mail campaigns for your top predictive accounts
• Use predictive marketing insights to drive messaging
• Combine direct mail with email nurture for a multi-channel approach
DIRECT MAIL WITH PREDICTIVE MARKETING:
#SendingThoseDMs
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STEP 7: MEASURE PREDICTIVE MARKETING
Establishing metrics helps determine overall success with predictive marketing.
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• Conversion rates: How predictive marketing has improved conversion rates
• Deal velocity: How predictive marketing has increased how fast accounts move through your funnel
• Deal size: How predictive marketing affects deal size
• Efficiency: How predictive marketing affects marketing program performance
HERE ARE KEY METRICS FOR PREDICTIVE:
#GeekOut
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