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Using Predictive Analytics in 2016 to Drive Full Funnel Demand

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Heather Foeh: @heatherfoeh

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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

USING PREDICTIVE

ANALYTICS IN 2016

TO DRIVE FULL

FUNNEL DEMAND

Heather Foeh

Head of Culture and Customer

Advocacy

at Lattice Engines

@heatherfoeh

hfoeh@lattice-engines.com

2 0 1 6

Predictive

Analytics

Predictive

Analytics Who will buy,

what they’ll buy

and when.

WHAT YOU KNOW

+

WHAT WE KNOW WHAT YOU KNOW

+

WHAT WE KNOW WHAT YOU KNOW

What Problem Do You Need to Solve in 2016?

Prioritize

leads and

accounts

Acquire high quality leads

Grow

existing customers

What Problem Do You Need to Solve in 2016?

Find quality net

new leads

Optimize list buys

Acquire high quality leads

What Problem Do You Need to Solve in 2016?

Prioritize sales

effort

Create target

account lists

Prioritize

leads and

accounts

For Example…

35% more likely

to progress

through sales

cycle

2X increase in

MQL to SAL

conversion rate

For Example…

13.6% Reduction

in Lead to MQL

Conversion

https://youtu.be/dXWiQDQ3GyA

38.5% Increase

in MQL to Oppty

Conversion

What Problem Do You Need to Solve in 2016?

Sell more to

customers

Find at risk

customers

Grow

existing customers

Cross-Sell & Upsell Smartly

Products

Customers Account Managers

2,600+ 250,000

100,000

Cross-Sell & Upsell Smartly

2.4%

7.6%

Using Business Rules With Lattice

Customer Conversion Rate

3X

Cross-Sell & Upsell Smartly

2.4%

7.6%

Using Business Rules With Lattice

Customer Conversion Rate

3X

And… Their average

deal size

increased

significantly

2005 2008 2010 2012 2013 2016

sales

&

marketing

alignment

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

Sales Buy-In

https://youtu.be/dXWiQDQ3GyA

Old Scoring Predictive Scoring

64% 95%

Think outside the box…

…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

…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

…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

2 0 1 6

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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

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