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#FlipMyFunnel Boston 2016 - Tony Yang - How Predictive Empowers Your ABM Strategy Throughout the Flipped Funnel
The document discusses how predictive analytics enhances Account-Based Marketing (ABM) strategies by identifying likely buyers, personalizing value propositions, and discovering new contacts through machine learning and data insights. It emphasizes the importance of establishing an ideal customer profile and utilizing predictive modeling for targeting accounts efficiently. Additionally, it highlights the potential benefits of reducing churn and finding cross-sell opportunities, ultimately aligning marketing and sales efforts.
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#FlipMyFunnel Boston 2016 - Tony Yang - How Predictive Empowers Your ABM Strategy Throughout the Flipped Funnel
- 1. How Predictive EmpowersYour ABM Strategy Throughout The Flipped Funnel Tony Yang, VP of Demand at Mintigo @tones810
- 2. © Copyright 2016.Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel Predictive & ABM – Lots of Buzz
- 3. © Copyright 2016.Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel 1 0 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 0 1 1 0 1 0 1 0 1 1 1 1 0 0 1 0 1 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 0 1 0 1 1 1 0 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0 Ideal Customer Profile (aka “CustomerDNA™”) Customers (“Positives” List) Prospects Predictive Models/ Machine Learning How Predictive Modeling Works Signals From The Web (i.e., tech, org/hiring, financials, intent, etc.)
- 4. © Copyright 2016.Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel How Predictive Empowers Your ABM 1. Identifies Accounts Most Likely To Buy (Your Ideal Customer Profile)
- 5. © Copyright 2016.Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel Is This How You Identify Your Target Accounts?
- 6. © Copyright 2016.Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel = Above $1B in revenue High Tech, Telco, Retail Marketing roles & titles Firmographic Behavior & Customer data Enterprise Target Persona: • Revenue > $1 Billion • Number of Employees • HQ Location • Industry • Contact information • Behavioral data • Product Usage / Ownership $50 Million Annual Marketing Spend Old Way Of Selecting Targets
- 7. © Copyright 2016.Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel Large Enterprise, High Investment in MarTech Will likely buy Large Enterprise, Low Investment in MarTech Most likely will not buy Mintigo Insights Above $1B in revenue High Tech, Telco, Retail Marketing roles & titles $25 Million wasted annually = • Revenue: Above $1B • Industry: Software & Manufacturing • Marketing Tools: Marin Software, Ensighten, BazaarVoice • CX: ForeSee, OpinionLab • PPC Spend: Above $5K • Alexa Rank: < 100K • CDN: Akamai • Analytics: Adobe Omniture • Hires Demand Gen roles … • Revenue: $100M to Over $5B • Industry: Manufacturing, Healthcare, Software • No Marketing Tools • No CX tools • PPC Spend: Not available • Alexa Rank > 100K • Less Demand Gen Positions • Less other Marketing Indicators … Predicted: Half Of Audience Probably Won’t Buy
- 8. © Copyright 2016.Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel $25M to $5B in revenue High Tech, Telco, Retail Marketing roles & titles Reinvest $25 Million in the Mid-Market = Large Enterprise, High Investment in MarTech Will likely buy Mid-Market, High Investment in MarTech Will likely buy • Revenue: Above $1B • Industry: Software & Manufacturing • Marketing Tools: Marine Software, Ensighten, BazaarVoice • CX: ForeSee, OpinionLab • PPC Spend: Above $5K • Alexa Rank: < 100K • CDN: Akamai • Analytics: Adobe Omniture • Hires Demand Gen roles … • Mid Market: $25M-$5B • Industry: Software • Marketing Tools: marketing automation, webinar tools, retargeting • CX: Live Chat • PPC Spend: Above $5K • Alexa Rank: 20K-500K • CDN: Amazon CloudFront • Analytics: Google, New Relic • Hires Demand Gen roles … Mintigo Insights “Mid-Market” Enterprises Look Like Buyers
- 9. © Copyright 2016.Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel Your ICP: Low-Res or HD?
- 10. © Copyright 2016.Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel How Predictive Empowers Your ABM 1. Identifies Accounts Most Likely To Buy (Your Ideal Customer Profile) 2. Personalizes Your Value Proposition
- 11. © Copyright 2016.Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel "Without the midi-chlorians, life could not exist, and we would have no knowledge of the Force. They continually speak to us, telling us the will of the Force. When you learn to quiet your mind, you'll hear them speaking to you.” ―Qui-Gon Jinn to Anakin Skywalker Use The Force! our customers right data ABM how to engage embrace predictive data
- 12. © Copyright 2016.Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel “Non-Intuitive” Insights 5X
- 13. © Copyright 2016.Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel Predictive Intelligence Drives Relevant Offers
- 14. © Copyright 2016.Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel How Predictive Empowers Your ABM 1. Identifies Accounts Most Likely To Buy (Your Ideal Customer Profile) 2. Personalizes Your Value Proposition 3. Finds “Net New” Contacts & Accounts
- 15. © Copyright 2016.Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel 1 0 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 0 1 1 0 1 0 1 0 1 1 0 0 1 0 1 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 0 1 0 1 1 1 0 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0 Predictive Platforms Finds “Net New” Ideal Customer Profile (aka “CustomerDNA™”) Customers Prospects Predictive Models/ Machine Learning Signals From The Web (i.e., tech, org/hiring, financials, intent, etc.) Your Data Records (those already in your funnel) “Total Addressable Market” • Data for tens/hundreds of millions of accounts & contacts • Score all of these accounts & against your ICP • Download net new into your MA or CRM systems, or use in named-account campaigns
- 16. © Copyright 2016.Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel How Predictive Empowers Your ABM 2. Personalizes Your Value Proposition 3. Finds “Net New” Contacts & Accounts 1. Identifies Accounts Most Likely To Buy (Your Ideal Customer Profile) 4. Enables More Intelligent Engagement
- 17. © Copyright 2016.Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel
- 18. © Copyright 2016.Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel “For my ally is the Force, and a powerful ally it is…Its energy surrounds us and binds us.” ―Jedi Master Yoda describing the Force to Luke Skywalker Data, Like The Force, Connects All Things data our martech stack
- 19. © Copyright 2016.Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel Example With Terminus
- 20. © Copyright 2016.Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel Highly Targeted, Relevant & Timely Messaging
- 21. © Copyright 2016.Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel How Predictive Empowers Your ABM 2. Personalizes Your Value Proposition 3. Finds “Net New” Contacts & Accounts 1. Identifies Accounts Most Likely To Buy (Your Ideal Customer Profile) 4. Enables More Intelligent Engagement 5. Reduces Churn, Finds Cross-sell Opportunities
- 22. © Copyright 2016.Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel Model For Churned Profile & Look For Signals 1 0 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 0 1 1 0 1 0 1 0 1 1 1 1 0 0 1 0 1 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 0 1 0 1 1 1 0 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0 1 0 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 0 1 1 0 1 0 1 0 1 1 1 1 0 0 1 0 1 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 0 1 0 1 1 1 0 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0 Ideal Customer Profile (aka “CustomerDNA™”) Customers (“Positives” List) Prospects Predictive Models/ Machine Learning Signals From The Web (i.e., tech, org/hiring, financials, intent, etc.) Churned Customers (“Positives” List) Signals From The Web (i.e., tech, org/hiring, financials, intent, etc.) Intent on Competitors and/or space Ideal Customer Profile Churned Customer Profile
- 23. © Copyright 2016.Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel Multiple Models For Cross-Sell Opportunities BONUS! Predictive insights enables sales Greater marketing & sales alignment.
- 24. © Copyright 2016.Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel How Predictive Empowers Your ABM 2. Personalizes Your Value Proposition 3. Finds “Net New” Contacts & Accounts 1. Identifies Accounts Most Likely To Buy (Your Ideal Customer Profile) 4. Enables More Intelligent Engagement 5. Reduces Churn, Finds Cross-sell Opportunities
- 25. © Copyright 2016.Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel Tony Yang @tones810 [email protected] Mintigo @mintigo www.mintigo.com