using account level buying signals & predictive analytics to score leads
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PRESENTED BY!
#C2C14!
Using Account-Level Buying Signals and Predictive Analytics to Score Leads!
Brian Kardon!CMO!Lattice Engines!
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Stock price: from $13 to $35!Forrester stock went from $13 to $34 per share
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About Brian Kardon …!!
CMO !CMO!CMO !CMO !Partner !
!
@bkardon!
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From Art to Science …
Tradi<onal Marke<ng “Modern” Marke<ng” “Predic<ve” Marke<ng and Selling
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Doing all the right things …!
§ Marke<ng automa<on § Sales force automa<on § Lead nurturing § Lead scoring § Personas § SLAs in place § Great marke<ng team § Awesome Sales team
94% of your Marke<ng-‐Qualified Leads
(MQLs) will never close
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What’s wrong here?!
§ 94% of all Marketing Qualified Leads will never close1!!
§ 52% of sales reps in US did not make quota last year2!!
§ Sales reps spend 68% of their time on administration and preparation, not speaking with customers3!
______________________________________ Source: 1 Sirius Decisions; 2 CSO Insights; 3 IDC
What is the pattern?!
Then!Radio!
Cable TV!Taxi!
Bookstore!Hotels!
Thermostat!
Now!Pandora!Netflix!Uber!
Amazon!Airbnb!Nest!
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§ Purchases!§ Items you have added to cart, but abandoned!§ “Dwell” times!§ Product ratings !§ Address!§ What your neighbors buy!§ Birthday!§ Sizes: yours + family + friends!§ If you are cheating on your partner!!
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$4.95 In Stock
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35%
#C2C14!Proprietary & Confiden<al 13
#C2C14!Proprietary & Confiden<al 14
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Source! Selected A,ributes!Marke<ng Automa<on! Contact name, <tle, company, open rates, unsubscribes, web
visits, pages visited, lead score, video views, downloads"
CRM System! Company, contact informa<on, win/loss, deal value"
Product Usage Logs! Features used, logins, session length, collabora<on"
Purchase History! Products purchased, prices paid, discounts, contract terms"
Customer Support History! Complains, resolu<ons"
Public Websites! Job pos<ngs, grants, li<ga<on, patents, contracts, loca<ons. growth"
Company Websites! Language(s), products, shopping cart, execu<ve team profiles"
Social Websites! Company and personal profiles, likes, comments, updates, friends/connec<ons/followers, usage"
Media! News ar<cles and stories, product launches, announcements, press releases, li<ga<on"
Private Databases! Credit ra<ngs, financial history, construc<on permits/starts, deployed technologies"
#C2C14! 16 Proprietary & Confiden<al
Algorithmic trading has replaced human trading.
#C2C14! 17 Proprietary & Confiden<al
Who is the Jeopardy player in the middle?
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What is a predictive attribute?!
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Finding the Trigger …!
Category Predic5ve Trigger Likelihood to Convert from MQL to SQL
Foreign Exchange Services New office opened overseas 5x Switches & Routers New lease is signed 3x Marke5ng SoFware Spike in social media ac<vity 3x
Financial SoFware New CFO hired who previously bought from you 8x
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Predic5ve Targe5ng
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22"
Business Banking Example
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Predic5ve Targe5ng Accounts Likely to Have Specific Financial Service Need in Next 90 Days
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Highest Probability Segment
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Predic5ve Targe5ng
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Companies with the following condi5ons…
" Balance of Trade Change Business has experienced >100% increase in balance of trade with Canada, China or Mexico in the past 30 days
" Recent Hire of Finance Execu5ve Business has hired a Chief Financial Officer or senior controller within the past ninety (90) days
" >30% Increase in Search Adver5sing in the past 30 days
" Recent Expansion in Hiring & Recrui5ng
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Different Contact Strategy by Segment
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Engage via Front-‐Line Bankers
Mid-‐stage Nurture
25"
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Where is Marketing Automation?
Cumula5ve Adop5on
Time
A B
C
D
E F
50-70% penetration
Source: Sirius Decisions
Where is marke5ng automa5on?
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Where is Predictive Marketing and Selling?
Cumula5ve Adop5on
Time
A B
C
D
E F
Source: Lattice Engines
Where is predic5ve lead scoring?
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Predictive Analytics for Marketing!
§ The era of big data and predictive analytics is NOW!!
§ There is more information to discover about a prospect than ever before – at the account level!
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§ Leading marketing organizations are embracing predictive analytics to dramatically improve performance!
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§ Marketing can do more – from lead scoring to predictive lead scoring!
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§ Find your trigger … target selectively and quickly!
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