How Predictive Marketing Can Give CMOs True Credibility in the Executive Suite

Measurement Is A Key Discipline For Modern Marketers

Yet, 73% Of CEOs Think CMOs Lack Business Credibility

Why?They can’t prove they generate business growth

Only 11% Of CMOs Said Their Analytic Capabilities Were Leading Edge

Which Measurements Can Be Used To Gain Executive Confidence In Marketing’s Contribution To Sales?

 Source: HubSpot 2013 State of Inbound Marketing Report

• 72% of CMOs say lead scoring is important to achieving marketing goals

• Yet, only 22% say converting leads into customers is their top marketing priority for 2013

What new tools can CMOs leverage to measure marketing’s impact on revenue?

Predictive Analytics Can Be Used To Provide Insight About Your Customers And Their Intentions

How can we prioritize our sales efforts based on those prospects most likely to buy?

Which product is each of our customers most likely to buy next?

Which prospects are

most/least likely to buy?

How can we reduce customer acquisition costs, increase purchase size and reduce fraud?

Which customers are most likely to leave?

Predictive Analytics Produces Superior Lead Scoring

Unlike traditional rules-based scoring approaches, predictive analytics can be used not only to prioritize sales leads, but also to use available information to predict the highest likelihood of success with that lead

Predictive Analytics Produces Superior Lead Scoring

For example, predictive analytics output can be used to direct the lead to a particular sales team or product specialist based on a prediction of which product the prospect is likely to buy

Critical Success Factor: Educate And Train Your Sales And Marketing Staffs In The New Approach

• Changing to a predictive model may produce leads with different characteristics than those your sales reps are already familiar with

• Thoroughly educate and train your sales and marketing staffs in the new approach to reduce the chance that sales reps will reject or disqualify a high proportion of the new leads

Lead Scoring Can Improve Sales and Marketing Alignment

Lead scoring can help eliminate the frequent finger pointing that exists between sales and marketing

Lead Scoring Can Enhance Marketing Credibility

By providing an unbiased measure that enables the impact of people and processes to be objectively evaluated, lead scoring can help CMOs• Show marketing’s impact on

revenue• Improve sales and marketing

alignment• Begin to enhance their own

credibility in the C suite

Building exception B2B, SaaS, Enterprise Software and Internet businesses