©2015 EverString
What drives the predictive marketing revolution?
December 2015
©2015 EverString
Thank you for joining us
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JESSICA CROSSDirector, Audience Marketing@jfayesf
JIM WALKERVP of Marketing@jaymce
What we will cover…1. What is driving Predictive
Marketing?2. Predictive Marketing
maturity & predictive readiness
3. How to get started down your predictive journey?
©2015 EverString3
Predictive is about precision. How closely can you match your content to what the prospect or customer actually cares about, or what they’re struggling with right now?
Matt HeinzPresident, Heinz Marketing
©2015 EverString4
Predictive Analytics the practice of extracting information from existing data sets in order to
determine patterns and predict future outcomes and trends. Predictive analytics does not tell you what will happen in the future, rather, it forecasts what
might happen in the future with an acceptable level of reliability .
©2015 EverString
So then, what is Predictive Marketing?
THREE DRIVERS1. Linear scale storage and
compute2. Ubiquity of access3. Simplicity of the cloud
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Predictive MarketingThe use of internal and external buyer data (companies & people) to model a best fit prospect and then predict and prescribe actions based on individual prospect signals
©2015 EverString
Report: State of Predictive Marketing
98% of marketers are either fully committed to predictive or are implementing predictive marketing
67% of marketers are using both behavioral & firmographic attributes
68% of marketers believe predictive marketing will be a key piece of the marketing stack
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©2015 EverString
Marketing structure and strategy maturity
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A note about our methodology
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How mature are you with marketing technology
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Most marketers are fairly mature
in their marketing
technology stack
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Lead scoring as key indicator of maturity
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Scoring has become a
standard practice for most
organizations
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What does predictive mean for your organization?
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There is general awareness of
predictive marketing tools & techniques but it
is still an emerging practice
©2015 EverString
Company size and predictive marketing
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Larger organization seem to be the
early adopters of predictive
strategies at this point
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Do you believe predictive will be a key piece of your martech stack?
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However, pretty much everyone
agrees that predictive will be a
key piece of the marketing
technology stack
©2015 EverString
Technology stack of predictive marketers
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And it is still mostly used by
the most mature marketing
technologists
©2015 EverString
Are you an account based marketer?
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By combining ABM with predictive
marketing you can actually
target the right accounts with
much more precision.
©2015 EverString
How to: Account Based Marketing
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Who What How Measure
Predictive Marketingstarts with
Audience Selection
The process of using data to identify your
target accounts
Model your best customer and derive targets from all
accounts in the world
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©2015 EverString16
Decision Platform
EverString provides your precise account list
Scores Net New ProspectsTargeted
Account List
internet
commercial sources
crawl pixelsip traffic
11M Accounts
20KSignals
Marketing AutomationCRM
Your Data, Your Model
Audience Selection
Who What How Measure
©2015 EverString
How to: Account Based Marketing
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Account Research & Information
Use a specialized SDR to research &
complete the signal list and identify
individuals
Who What How Measure
Run a mini-marketing organization around each account to develop account persona and explicit
contentMessaging
Account Personas
Create a persona for the account to
drive message
Data Preparation
Map leads to accounts
Improve data quality
©2015 EverString
How to: Account Based Marketing
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Who What How Measure
Develop and run explicit
plays
Identify Decision Maker Physical Mailer Email Nurturing Invite to Micro Event SDR Call w/ALL
Identify Influencers Targeted Display Postcard Email Nurturing SDR Call w/ ENGAGED
Influencers:
Decision Maker:
©2015 EverString19
There can be clear alignment when you have an ABM strategy coupled with predictive marketing. Predictive tells you what accounts to go after, and ABM streamlines the actual process of going after these accounts and measuring your success
Jon MillerFounder & CEO, Engagio
©2015 EverString20
Key findings
98% stated that they are either fully committed to predictive or are implementing predictive marketing
91% of marketers that are defning the future of the company are either fully committed to predictive marketing or are implementing predictive marketing
67% of marketers that use both behavioral & firmographic attributes to score leads are fully committed to predictive marketing
53% of marketers actively engaged in account-based marketing strategies are fully committed to predictive scoring
©2015 EverString21
We invite you to download the report
NOW
http://bit.ly/2015PMor www.everstring.com
THANK YOU!
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