hacking content marketing with predictive analytics
TRANSCRIPT
Hacking Content Marketing with Predictive Analytics
Accomplished Startup MarketerBuilt & Led Global Marketing Ops at NitroMusician-born MarketerPodcast & Paleo Aficionado2013 Oracle-Eloqua Markie Winner
@szinsmeister [email protected] 1 415 689 4654
Hi, I’m Sean Zinsmeister!Senior Director of Product Marketing @ Infer
www.stackandflow.io
Today’s Agenda
2
3
1 Getting Started
The Solution: 3 Hacks
5 Nurture the Customer Journey
The Problem
4 Behavior & Engagement
5 Q&A
Getting Started
What is Predictive Analytics?
Actionable Intelligence for Sales & Marketing
Machine Learning Thousands of external data points
Keywords: ● Machine Learning ● Data Science ● Predictive Analytics● AI
Predictive is the Line Judge
Send to Sales
Do Not Work
“And you may ask yourself, wellHow did I get here?”
- David Byrne, Talking Heads
Sales & Marketing Challenges
Too FewProspects
Too Many Prospects
Unclear Segmentation
Which are the best fit to buy?
Are there more lookalikes?
Who is my ideal customer profile?
Missing Opportunities
Which prospects are most engaged?
Sales Prioritization
Sales Prioritization
Shoretel Sales & Marketing Challenges
Before Predictive100 Calls = 1 MQL
Carolyn Wellsfry ChengSenior Demand Gen Manager
After Predictive12 Calls = 1 MQL
Too Many Prospects
● 50% of A-Leads convert ● 4.6X more revenue
Content Marketing Challenges
Content Marketing Challenges
Pioneering Predictive for Sales & Marketing
Which prospects are the best fit?
Too Many ProspectsWhich are the best fit to buy?
Where do I start?
Content Marketing Drivers
● Demos
● eBooks, Whitepapers
● Datasheets
● Video
Pioneering Predictive for Sales & Marketing
Which prospects are the best fit?
Automatically research every prospect and identify those that are a good fit to buy your product.
Fit Model Types
● Leads
● Contacts
● Opportunities
● AccountsOrganized funnelafter applying Fit Model
3 Hacks
Hack 1:eBook Program
300 150 230
2%
3%
35%
60%
300
15%
25%
20%
40%
150
5%
10%
30%
55%
230
A
B
C
D
Hack 2:Video Marketing
200 450 1,000
Product People Animation
8%
12%
35%
45%
200
2%
3%
35%
60%
450
1%
4%
10%
85%
800
A
B
C
D
Product People Animation
Hack 3:Content Syndication
Campaign 1
Campaign 2
Leads Cost $ /Lead
140
110
$5,000
$5,000
$35.71
$45.45
Campaign
Campaign 1 appears best under CPL metrics
A
B
C
Leads Opportunities Lead to Opp
3,000
5,000
7,000
500
325
125
16.7%
6.5%
1.8%
Type of Lead
A-Leads worth almost 3x B-Leads
A
B
C
10
30
100
140 $5,000
Type of Lead
Campaign 1
Leads Cost $ / Lead Fcast Opps Forecast & / Opps
1.7
2.0
1.8
5.4$35.71 $926
A
B
C
35
30
45
110 $5,000
Type of Lead
Campaign 2
Leads Cost $ / Lead Fcast Opps Forecast & / Opps
5.8
2.0
0.8
8.6$45.45 $582
Campaign 2 wins on quality weighted cost
Adam von Reyn
Instant campaign feedback
Reduced cost-per-lead
Tests new marketing copy against D-Leads
Developed MQA for ABM strategy
Decreased 40% of totallead flow
VP of Growth Marketing
Improving Marketing Efficiency
Kevin Bobowski
Route highest best leads to sales for immediate follow-up
Develop regular full-funnel pipeline forecasts
Continuously score marketing channels to test & invest
Optimized content syndication and list-buy programs
CMO
+50%marketing
efficiency
+50%increase in monthly
pipeline creation
2.2xhigher converted A-Leads than average
Behavior & Engagement
FIT BEHAVIOR
Do you LOOK like a buyer? Do you ACT like a buyer?
Pioneering Predictive for Sales & Marketing
When are prospects in-market ready to buy?
Behavioral Models
Mine the full spectrum of activity data inside your marketing automation platform to help you predict the likelihood of an conversion within a set time period (i.e 3-weeks)
CRMMarketing Automation
Fit vs Behavior
Window 1 Window 2 Window 3 Window 4
Fit
Behavior
Time
0
A
3
A
3
A
2
A
1
Fit vs Behavior
Time0
ActivityA 3
A 3
A 2
A 1
Fit vs Behavior
Putting Behavior to Work
Webinar Registration / Attendee
Content Download
Industry Report
Video Engagement
ROI Calculator
Web / Email Engagement
Primary Inbound Nurture + Behavioral Model
Soft Offer - Soft Conversion
Soft Offer
Primary Inbound Nurture + Behavioral Model
Request a Quote
Contact Me
Request a Demo
Free Trial
Hard Offer - Hard Conversion
Hard Offer
Primary Inbound Nurture + Behavioral Model
A-LeadsWeb
Marketing Automation
Sales Development
MarketingNurture Programs
Soft Offer Hard Offer
Nurture the Customer Journey
Scour your Marketing Systems
Primary Inbound Nurture + Fit Scoring
A-LeadsWeb
Marketing Automation
Sales Development
A-Leads B-Leads C-Leads D-Leads
“Contact Me” “Problem Statement”
“Contact Me”
“Problem Statement”
“Customer Credibility”
“Contact Me”
“Problem Statement”
“Customer Credibility”
“Contact Me”
“Product Education”
Recycle Program
NURTUREPROGRAMS
Q&A