salesfusion pa webinar_040214
TRANSCRIPT
Using Predictive Analytics in B2B Marketing
www.salesfusion.com © 2014 Salesfusion
A few details…
• Me: Robert Pease, VP Product Marketing, @RobertCPease, [email protected]
• Event will be recorded for playback later
• Questions are encouraged, so please use GotoWebinar’s questions feature and I’ll get to them
• Please tweet about this: @Salesfusion & #xxxxxx
Our approachSmart Marketing Automation
www.salesfusion.com © 2014 Salesfusion
Our Platform
www.salesfusion.com © 2014 Salesfusion
• Full-featured marketing automation
• CRM integrations with Salesforce.com, MS Dynamics, SugarCRM, Saleslogix, Sage CRM, Netsuite
• Event integration with WebEx & GotoMeeting
• And a whole lot more…
Salesfusion
www.salesfusion.com © 2014 Salesfusion
What are “Predictive Analytics?”Hype vs. Reality
Predictive Analytics encompasses a variety of techniques from modeling, machine learning, and data mining that analyze current and historical facts to make predictions about future, or otherwise, unknown events.
- - Wikipedia
http://en.wikipedia.org/wiki/Predictive_analytics
www.salesfusion.com © 2014 Salesfusion
It’s all about the data…Use data to identify your next customer
Customer actions:• Web pages viewed• Emails opened• Emails clicked• Events attended• Forms completed
Web information:• Social profiles• People profiles• Company profiles• News
Customer information:• Contact details• Lead source• Company name• Industry • Geography• Social presence• Web presence
www.salesfusion.com © 2014 Salesfusion
Comparing Lead Scoring Approaches
• Requires point-based assignment for activities
• Positive and negative points can be assigned
• Can be arbitrary/based on opinion
• Easy to miss the most important behaviors because “you didn’t think of it”
• Difficult to update and refresh over time
Traditional – Manual Point Assignment
Based on an assumed “Customer Profile”
www.salesfusion.com © 2014 Salesfusion
Comparing Lead Scoring Approaches
• Scores automatically created & updated over time
• Based on activities that led to actual conversions• User behavior• Company profile information• User profile data
• Creates a true “Customer Profile”
Predictive – Automated Ranking
Based on a true “Customer Profile”
www.salesfusion.com © 2014 Salesfusion
How it all works together…
www.salesfusion.com © 2014 Salesfusion
Getting Started…Building the Data Model
CONNECT ANALYZE UTILIZE
www.salesfusion.com © 2014 Salesfusion
The best leads are automatically rated
www.salesfusion.com © 2014 Salesfusion
Using Predictive Lead ScoresMap to your sales model
• Create a “Leads by Score” report in your CRM sorted by Predictive Lead Score then Last Activity
• View the hottest leads in the Salesfusion or your CRM as a “Call Down List”• Create an automated email alert when a new hot lead is identified• Vote “thumbs up” or “thumbs down” on score to continuously train the system• Or just close new business and the system gets smarter automatically
Sales
• See what content, campaigns, and actions actually lead to customer conversions• Create a segmented list based on the score and last activity date for a re-
engagement campaign• Create a nurture flow triggered off of predictive lead score• Encourage sales feedback to “vote” up or down the scores assigned
Marketing
THANK YOUFrom Salesfusion
Robert PeaseVice President of Product [email protected]@RobertCPease