Insight to Action: How Predictive Analytics Accelerates B2B Marketing Success
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The document discusses the integration of predictive analytics and account-based marketing (ABM) to enhance B2B marketing success. It outlines how predictive analytics assists marketers in identifying target accounts, prioritizing leads, and sourcing new prospects through data insights. The primary benefits include better account selection, lead prioritization, and increased lead volume through the use of historical performance data.
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Insight to Action: How Predictive Analytics Accelerates B2B Marketing Success
- 1. Insight to Action: How Predictive Analytics Accelerates B2B Marketing Success
- 2. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.2
- 3. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.3
- 4. How it was done: Disconnected ‘DIY’ or consultative approaches are replaced... Source: Forrester Research 2015
- 5. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.5 The Convergence of Two Powerful Approaches ACCOUNT BASED MARKETING The Practice of Being Targeted + PREDICTIVE ANALYTICS The Practice of Exploring all Possibilities
- 6. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.6 "In fact, the relationship is so obvious that it almost seems unnecessary to lay it out: predictive vendors help marketers find accounts to target; ABM helps marketers reach target accounts.” —David Raab, Raab Associates
- 7. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.7 What is Account Based Marketing? ABM identifies insights, integrated marketing initiatives, and sales alignment requirements to impact a target groups of customers and prospects. Examples of account based models: Source: SiriusDecisions 2015
- 8. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.8 What is Predictive Analytics? pre·dic·tive /prəˈdiktiv/ Predictive uses your past data to predict outcomes. Predict which 20% will convert. Pick winners!
- 9. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.9 The 80/20 Rule 20% of the prospects are responsible for 80% of sales What is Predictive Analytics?
- 10. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.10 Source: Forrester, August, 2015 #1 Barrier Top Challenge for Marketers Limited visibility into target accounts.
- 11. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.11 Predictive: A Marketer’s Swiss Army Knife Tactic Matching Opportunity Scoring Smart Segmentation Predictive Personas Prospect Prioritization Contact Engagement Prospect Sourcing Customer Scoring Source: SiriusDecisions
- 12. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.12 Low ‘share of wallet’ or LTV Top of the Funnel Addressable Market ‘Beyond the Funnel’ Middle of the Funnel Bottom of the Funnel Current Customers Too many leads. Inaccurate forecasts. Unknown market size & customer. Too few leads. High churn. Uncertainty Across the Funnel
- 13. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.13 Upsell / Cross-Sell Determine which products are best-suited for existing customers Top of the Funnel Addressable Market ‘Beyond the Funnel’ Middle of the Funnel Bottom of the Funnel Current Customers Prioritization Existing leads identified in your CRM based on propensity to convert Pipeline Forecasting Inform likely revenue and sales outcomes of existing pipeline. ABM Insights Inform total addressable market, create ideal customer profiles, select accounts, plan territory/vertical Acquisition Target new look-alikes, predict lift & best marketing channel Churn Analysis Certainty in determining whether a particular customer will renew or churn Predictive Use Cases Across the Funnel
- 14. Top 3 Ways Predictive Accelerates B2B Marketing Success —
- 15. 1) Predictive Account Insights & Selection Marketer’s Challenge: Personalizing & Operationalizing ABM Campaigns Predictive Solution: Segment account universe & deploy via deep integrations
- 16. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.16 Predictive Driven Account Selection A Target Account List Aligning with sales for account selection ABM - Maturity of Account Selection Leveraging Data insights Account Insights and Account Prioritization Using Predictive To identify which Accounts are Most Likely To Convert
- 17. 2) Predictive Lead Prioritization Marketer’s Challenge: Too many inbound. Predictive Solution: Use data science to prioritize inbound leads and accounts.
- 18. www.radius.com© RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.18 Account 1 Account 2 Account 3 Industry: Finance Finance Insurance Location: San Francisco, CA San Francisco, CA San Francisco, CA Employees: 250-500 250-500 250-500 Revenue: $50M to $100M $50M to $100M $50M to $100M Success Rate 8% 8% 4%
- 19. www.radius.com© RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.19 Account 1 Account 2 Account 3 Industry: Finance Finance Insurance Location: San Francisco, CA San Francisco, CA San Francisco, CA Employees: 250-500 250-500 250-500 Revenue: $50M to $100M $50M to $100M $50M to $100M Located at HQ: Yes No Yes Advertising Online: Yes No Yes Using Cloud CRM: Yes No Yes Using Tableau: Yes No Yes (News) Sales Target Misses Yes No Yes Recent CMO Hire Yes No Yes Success Rate 22% 4% 17% High Priority Low Priority High Priority
- 20. 3) Predictive Prospect Sourcing Marketer’s Challenge: In need of more lead volume. Predictive Solution: Source new accounts and contacts based on historical performance.
- 21. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.21 Account Insights and Account Prioritization: Example Strategy: Amplify and increase ROI for our Gold Sponsor at Marketing Innovation Summit Approach: Uncover target accounts and contacts that Product Technology = Demandbase Results: Radius is able to amplify our presence at Marketing Innovation Summit by uncovering the key accounts and contacts leveraging Demandbase.
- 22. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.22 Insights ActionsData ○ Territory Planning ○ Channel Recommendations ○ Channel Integrations ○ Conversion Tracking Actualizing ABM Campaigns
- 24. How it was done: Disconnected ‘DIY’ or consultative approaches are replaced... Source: Forrester Research 2015
- 25. How it is done: ...by end-to-end cloud platforms that connect data & machine- learning with rich customer experiences.
- 26. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.26
- 27. Thank You —