[Webinar] Driving The Ultimate Customer Experience With Predictive Marketing & Personalization

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

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#PredictivePersonalization

What is predictive analytics or predictive marketing…

and how can it help me?

Predictive Analytics:

Technology that learns from

experience to predict the future

behavior of individuals in order to

drive better decisions.

Mintigo

Enterprise Predictive Marketing Platform

Our mission is to master data

science to revolutionize the way

people market and sell.

*Source: 451 Marketing #PredictivePersonalization

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

More Targeted

Messaging &

Proposition

Do you really know who your ideal customers are,

and what matters to them?

Buyer Persona Templates –

A Framework For Understanding Your Customer

More Resources on Developing Buyer Personas

*Source: 2015 Demand Gen Report Benchmark Study: What’s Working In Demand Generation

“How would you describe your current progress with buyer personas?”

Challenge Isn’t Lack Of Frameworks or Tools, It’s Lack Of

Insightful Data & Understanding Which Ones Matter

Identifying Your Ideal

Customer Without

Enough Of The

Right Data

Is Like This…

Current View Of Customers Is Based

Only On Data That The Company Tracks

Firmo/Demogra

phic SignalsBehavioral

Signals

Firmo/Demogr

aphic Signals

Behavioral Signals

In reality, there

are lots of data

“out there” that are

better buying signals#PredictivePersonalization

Identifying Your Ideal Customer Profile With

Predictive Analytics

4,000+ indicators for

10M Companies & 100M Contacts

Discover YourCustomerDNA™

Closed Won

Customers Common indicators or traits shared by customers

So instead of just getting this…

Company• Job Title• Email• Industry• Revenue• Number of Employees• HQ Location• Activity Data

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.

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.

4 Layers Of Data To Build

Your Ideal Customer Profile

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.)

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,

• Get these from your marketing automation,

CRM, Google Analytics, your product usage

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.)

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.

Current State of

Personalization

What is Personalization?

Leveraging behavioral, demographic or

firmographic data to create more relevant digital

experiences and drive conversions.

Source: Forrester, 2014

Why personalize?

“74% of consumers get frustrated with content,

offers, and ads irrelevant to them.”

Source: Janrain, 2013

Too Focused on Email

0 10 20 30 40 50 60 70 80 90 100

Search Engine Marketing

Social media

Offline

Website

Source: eConsultancy, 2015

Through which channels do marketers personalize?

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?

“74% of B2B buyers told Forrester they research

half or more of their work purchases online.”

Most Critical Channel – The Website

Looking to Improve

Source: eConsultancy, 2015

Long-Term Benefits

“By 2018, B2B companies who craft personalized

experiences will outperform those who don’t by

30 percent.”

Source: Gartner, 2014

Delivering Quality CX

“Brands that consistently ranked as

customer experience leaders delivered a

return three times higher than the S&P

500.”

Delivering a Consistent CX

Source: Forrester 2014

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.”

How to Personalize

using Customer Data

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

Ex: Amazon

Relevant Offer

Personal

Recommendations

Personal

Content

Ex: Amazon

No Offer

General

Content

General

Recommendations

Customer vs. Prospect

Use Case

Industry

Mapping Out Customer Experience Marketing Through

The Funnel For Each Persona

*Source: “The SiriusDecisions Product Messaging Map Framework”. SiriusDecisions Research Brief

Website

/ Landin

munitie

Channels

*Source: “The SiriusDecisions Product Messaging Map Framework”. SiriusDecisions Research Brief

rences / T

radesh

Stage in Buyer’s Journey

Key Data

3 Ways To Learn More:

1 2 3Predictive

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

THANK YOU!

Tony Yang

Sr. Director of Demand Gen

@tones810

tony@mintigo.com

Ashley Chavez

Director of Marketing

@AshleyMChavez

achavez@getsmartcontent.com

[Webinar] Driving The Ultimate Customer Experience With Predictive Marketing & Personalization

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