Using Predictive Analytics In 2016 To Drive Full Funnel Demand - #SPS2015
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Using Predictive Analytics in 2016 to Drive Full Funnel Demand
SPONSORED BY:
#SPS2015
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Demand Gen Report: @DG_Report
Carol Krol: @carolkrol
Lattice Engines: @Lattice_Engines
Heather Foeh: @heatherfoeh
#SPS2015
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Panelists
Heather Foeh
Head of Culture and Customer Advocacy
Lattice Engines
@heatherfoeh [email protected]
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
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
#SPS2015
Q&A \\ Panelists
Heather Foeh
Head of Culture and Customer Advocacy
Lattice Engines
@heatherfoeh [email protected]
MODERATOR: Carol Krol Editor-In-Chief, Demand Gen Report
#SPS2015
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