implementing predictive marketing into your waterfall plan
TRANSCRIPT
Implementing Predictive Marketing
Into Your Waterfall Plan
Will Spendlove – VP Product Marketing, InsideView
Monica Girolami – VP NA Marketing, NewVoiceMedia
Jessica Cross – Director of Marketing, Fliptop
May 14, 2015
Sales and Service Cloud Contact
Center Integration for Salesforce
London, SF, NYC, Paris, Brussels,
Sydney
400+ customers; 128 countries
150+ 5-star reviews in AppExchange2
Monica GirolamiVP Marketing, North America
NewVoiceMedia
3
Jessica CrossDirector of Marketing
Fliptop
Jessica CrossVP Marketing
InsideView
Full-funnel predictive marketing: lead
scoring, opportunity scoring, account
scoring, campaign optimization
San Francisco, Taipei
4
Will SpendloveVP Marketing
InsideView
Jessica CrossVP Marketing
InsideView
Marketing and Sales Intelligence
including Company, Contact, Social
SF, Austin, Hyderabad
20K customers; 500K Users
Leader in G2 Crowd, TrustRadius
On average only
4% of leads
convert to MQL for
most marketers.
SiriusDecisions: Reversing the Waterfall: Metrics for Predictive Modeling
And less than
3 out of 1000
leads turn into
revenue.
7SiriusDecisions: Reversing the Waterfall: Metrics for Predictive Modeling
It’s Hard to Predict Behavior in the
Demand Waterfall?
Difficult to ID who is in your pipeline?
Hard to define what they want?
Tough to know what they will do next
8
It’s important for organizations to build a plan
that covers...
9
Lead Gathering
and Enrichment
Predictive
Analytics
Targeted
Campaigns
MA/CRM
Automation
The plan should be clear and aligned to results
10
Average Strong Best
Practice
Inquiry/MQL 3.9% 6.3% 9.7%
MQL/SAL 61% 65% 86%
SAL/SQL 41% 52% 66%
SQL/Close 25% 31% 35%
SiriusDecisions: Reversing the Waterfall: Metrics for Predictive Modeling
NVM Sales and Marketing Challenges
13
• Grow a Young Database Quickly
• Marketing Activities Weren’t Enough
• “Lists Buys” Were Not Reliable
• Enrich Current Data Automatically
• Intelligent Sales Leads/Process
Feeding Our Demand Waterfall
14
MQL/Self Generated
Active Dialogue
Meeting
Qualification
Discovery
Evaluation
Proposal
Negotiation
Won
PRE-PIPELINE ACTIVITY
DRIVEN
SQL
FLIP
wonMQL
15
nurture
social
web
events
partners
targeted
lists
segment/
score
data
enrich
cold
prospecting
response
webinars convert
opportunity
lost
(wait 60 days)
de-dupe
expand
target
Sales and Marketing Technology Mix
Play 2 Play 1
Play 3
Play 1:
InsideView Target Drives Custom Campaigns
16
Identify
Specific
Audience
Target List
Building
Marketing
Automation
NewsContact
CompanySocial
Play 2:
InsideView Enrich Offers Better Leads
18
Raw Data
Lists
Predictive
Lead Scoring
Marketing
Automation
40,000 data sources
Lead
Enrichment
20
Play 3: The Fliptop Platform
Predictive Lead Scoring Predictive Account Marketing
Predictive Opportunity Scoring Predictive Campaign Optimization
The only full funnel predictive marketing solution
How Fliptop builds predictive models
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3,500+ Signals
40+ Data Sources
Predictive Machine Model
Historical Sales
CRM
How Fliptop builds predictive models
22
Grades Scores
Predictive Machine Model
Salesforce
Inbound Leads
The Tiered Approach
25
Tier 3Fliptop A,B, Personalized Emails, Title specific content, EBR Managed Send, 3 over 3 weeks
Tier 4Fliptop C/D, Less Personalized, Title specific targets, Automated Send, 3 over 3 weeks
The results…
Results
Technology
Process
5%-10%
Response Rate
73% of pipe
is influenced
by marketing
Over 65,000
NEW Target
Contacts