How to Increase Digital Marketing ROI Using Predictive Analytics

HOW TO INCREASE B2B DIGITAL MARKETING ROI

USING PREDICTIVE INTELLIGENCE

ZAK GARNER | DIRECTOR OF CUSTOMER SUCCESS | 6SENSE [email protected]

© 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL

ZAK GARNER

Zak is a dedicated markeHng professional with experience across B2B and B2C technology sectors. At 6Sense, Zak channels his passion for markeHng technologies and strategic communicaHons planning toward helping customers maximize their return on predicHve intelligence. He is also focused on building 6Sense’s data and channel partnerships.

Prior to joining 6Sense, as DWA’s Director of New Media, Zak was charged with innovaHng the communicaHons planning pracHce and onboarding new clients.

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Director of Customer Success, 6Sense

www.6Sense.com

[email protected]


WHAT ARE WE DISCUSSING TODAY?

1.   Why PredicNve Intelligence?

2.   Applying PredicNve Intelligence to B2B digital markeNng and adverNsing tacNcs

3.   Key takeaways

3 © 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL

DATA FUELS NEW CAPABILITIES IN B2B MARKETING


MarkeHng AutomaHon & CRM

Demand Gen,

Content & Resources

AdverHsing & Social

Web Site IntegraNon Technology +

Insights

PROSPECTS ARE SELF-‐EDUCATING

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Prospects are nearly 60% of the way through their purchase decision-‐making process before engaging a sales rep –

Corporate ExecuNve Board & Google

Source: The Digital EvoluHon in B2B MarkeHng, CEB & Google, 2012


ABM AND B2B DIGITAL SPENDING ARE ON THE RISE


Source: Forrester Research & BMA Joint Survey , Jan. 2014

B2B marketers say their digital spend will increase to 33% of total markeNng investment –

Forrester & BMA

Source: ITSMA Account Based MarkeHng Survey, Oct. 2013

“Believe the Hype -‐ You Should Be Doing Account-‐Based MarkeNng” –

SiriusDecisions

YET, B2B AUDIENCE TARGETING STRATEGIES ARE OUTDATED


“We need Sales Ready Leads!”

“I only want to target Enterprise CIOs”

“Decision Makers+ with 2 custom qualifying quesNons”

“Who are you working this quarter?”

“This is who bought from us last year”

“Let’s just target the G2000”

ABM TargeNng Lead AcquisiNon

WHICH 50% ARE YOU WASTING?


“Half the money I spend on adver4sing is wasted; the trouble is I don't know which half” – John Wanamaker

Many companies experience

•  Insufficient return on demand gen campaigns

•  MarkeHng and sales teams are not aligned

•  ABM not bringing in net new opps

•  Inability to synch communicaHons and data for prospects across channels

THIS BRINGS US TO PREDICTIVE INTELLIGENCE

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Combine buyer profiles with buyer behaviors and idenNfy key spikes in research-‐related acNvity to hone in on your best prospects – right now

•  CRM •  MAP •  Web Site •  Bookings •  Call Center

•  B2B Research •  Social AcHviHes •  CommuniHes •  Search AcHviHes •  Business Databases

Example Data Sources


PREDICTIVE INTELLIGENCE ELIMINATES MARKETING WASTE AND CREATES NEW AUDIENCE INSIGHTS

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Maximize markeNng’s ability to influence your prospect’s purchasing decisions


IdenNfy where a company is in the buying cycle, the products or services they want, their likelihood to purchase, when and for how much

•  Lead scoring for prospect companies and contacts

•  Net new lead generaHon and list building

•  Push results into MAP, CRM, CMS and more •  Increase MQL-‐SQL Conversion Rate

•  Fuel Account-‐Based MarkeHng

•  Arm sales reps with relevant talking points

•  Close more deals

WHICH GIVES YOUR SALES TEAM AN UNFAIR ADVANTAGE

“Predic4ve intelligence allows you to truly extract the most value from the hard work of building a digital ecosystem and studying the digital body language of customers and prospects.

“Maximum value is derived when you use human and machine intelligence from both inside and outside your digital walls, to power a predic4ve, ‘early awareness system’ that iden4fies new sales opportuni4es.

“This gives your sales team an unfair advantage to gracefully enter the buyer's digital journey earlier and be?er informed than the compe@@on.”


Nick Panayi, Director, Global Brand & Digital MarkeHng SiriusDecisions named CSC as 1 of its 6 ABM Programs of the Year award winners at their 2014 Summit

AND GENERATES THE ROI YOU NEED


Customer success stories based on PredicNve Intelligence

PREDICTIVE INTELLIGENCE & B2B MARKETING


© 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL 14

TAKE ADVANTAGE OF PREDICTIVE INTELLIGENCE

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Seamless applicaNons: Push to call center, MAP and CRM


PredicHve Intelligence

Call Center

MarkeHng AutomaHon

Customer RelaHonship Management

•  Script development

•  Prospect and qualify top-‐of-‐funnel leads

•  Lead Scoring

•  Nurturing segmentaHon

•  PersonalizaHon

•  Increase MQL to SQL conversion

•  Create opportuniNes

•  Lead Scoring

•  Enrichment

•  Arm reps with relevant talking points

•  Target accounts

•  Close deals

ACTIVATE DATA ACROSS WEB ACTIVITIES

PredicNve Intelligence

Call Center

Scripts

ProspecHng

MarkeNng AutomaNon

PredicHve Lead Scoring

SegmentaHon

Nurture Campaigns

RetargeHng

CRM

PredicHve Lead Scoring

Enrichment

Talking Points & Intel

Target Accounts

Web Site

PersonalizaHon

Content RecommendaHon

Chat

RetargeHng

AdverNsing

Display & Video

Social Media

RetargeHng

Lead GeneraNon

Email & Lists

Content SyndicaHon

Online Events

+33% of B2B MarkeNng Investment (Forrester & BMA)


DEEP DIVE: INCORPORATING PREDICTIVE INTELLIGENCE INTO WEB, ADVERTISING &

LEAD GEN

INCLUDING FORTUNE 250 B2B IT CASE STUDY RESULTS

COMPANY-‐TARGETED DISPLAY ADVERTISING

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•  Segment and personalize •  RelaHonship to your company •  Role •  Buying stage •  Company size and industry •  Product fit

•  Create impact at different stages •  Improve brand & product awareness •  Drive to recourses for consideraHon

and compeHHve posiHoning •  Capture inbound leads •  Aircover for nurturing & sales


Enterprise IT Case Study

Goal: Create momentum with top 250 enterprise accounts Approach: SoluHon-‐level ads personalized to companies drove to LPs with video & content

KPI: Lij in site traffic from target accounts Result: 44% of accounts increased traffic and total traffic from target accounts rose by 58% over 6 months

Focus ad buys on companies where you have PredicNve Intelligence into buying stages, product interests and other alributes

COMPANY-‐ AND CONTACT-‐TARGETED SOCIAL MEDIA

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•  LinkedIn is only network for company-‐level and job role targeHng at scale

•  Facebook is most pervasive, with ad exchange integraHon

•  Twiler offers lead capture

•  Use hashing across social networks to uniquely target your known email records without releasing your company email databases

LI Sponsored Update

LI Display/Text Ad LI InMail


Facebook RHR Twiler LG Card

Connect PredicNve Intelligence results to social ad buying

WEB SITE PERSONALIZATION

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•  Connect PredicHve Intelligence with CMS and tesHng tools

•  Repurpose content to create dynamically customized hero banners, descripHons, offers, etc.

•  Map to company segments, size, industries, buyer profiles & more

•  ProacHvely idenHfy visitors as

customers or prospects to address them with new offers or cross-‐/up-‐sell opportuniHes


OpNmally engage your audience from the first page view based on PredicNve Intelligence about each visitor

Sample B2B Wireframe (Demandbase)

Person

alize

to you

r aud

ience

DISPLAY RETARGETING


Leverage audience’s real-‐Nme behaviors to determine targeNng, messaging

•  Treat each visitor uniquely •  Can target and omit specific companies to prioriHze investment

Site

•  Only serve ads when individuals at select companies are acHve on your web site

Responsive

•  Use email and acHvity data to target individuals with ads across the web

•  Re-‐engage “stuck” pipeline CRM

Enterprise IT Case Study

Goal: Create momentum with top 250 enterprise accounts Approach: Retarget site visitors with personalized ads based on their page views and drive to gated content; Responsively target “Her 2” accounts ajer they show interest at the web site KPI: SQLs and piped opportunity value

Result: RetargeHng drove leads that accounted for $40MM in opportuniHes

COMPANY-‐TARGETED CONTENT SYNDICATION

•  Build controlled and measurable lead gen campaigns that fuel MAP email nurturing

•  Tailor content syndicaHon approach to most important company statuses and stages •  Source net-‐new contacts and increase consideraHon amongst current prospects


Only pay for leads at target companies and suppress exisNng contacts

Sample Lead Capture Form (Bizo) Enterprise IT Case Study

Goal: Create momentum with top 250 enterprise accounts Approach: Promote soluHon-‐level content that maps to target accounts to capture nurture leads

KPI: Target account leads Result: 400 leads; Companies that increased web traffic the most also downloaded 5+ assets (avg.)

ALIGN TACTICS TO BUYING CYCLE


•  Choose acHviHes appropriate for the buying cycle stages

•  Set macro and acHvity-‐specific KPIs

•  Align messages to prospect alributes

•  Share strategy and data between markeHng, ops, sales and call center

•  ConHnuously asses with ad/markeHng tech partners and agencies where PredicHve Intelligence can be applied

Tips

252,019

37,188

5,263

49,959

5,393

27,641

2,316

3,112

2,230

Call Ce

nter

Net-‐New

Net-‐New

Net-‐New

Net-‐New

PrioriHzed

PrioriHzed

PrioriHzed

PrioriHzed

280,181

Accounts

Ads, Social & Lead Gen

List Build

Sales

Email N

urturin

g

Web Site &

RetargeHng

KEY TAKEAWAYS: PREDICTIVE INTELLIGENCE AND B2B MARKETING

1.   Advances in data management, analyNcs and targeNng enable B2B marketers to build well-‐oiled prospecNng, lead nurturing and customer generaNon engines

2.   Don’t be complement when targeNng your audiences: PredicNve Intelligence helps B2B marketers leverage 1st party, web and market data to generate insights and idenNfy your best prospects

3.   PredicNve Intelligence has many applicaNons across B2B markeNng and sales databases, web properNes and campaigns

4.   Prospect and customer intelligence is only as valuable as it is applied

5.   Fueling digital campaigns and lead gen with PredicNve Intelligence gives B2B marketers and sales pros the best opportunity to improve ROI and close deals



THANK YOU! LET’S CONNECT Zak Garner

Director of Customer Success, 6Sense [email protected] www.6Sense.com