Post on 07-Feb-2017
How Predictive Empowers Your ABM Strategy Throughout The Flipped FunnelTony Yang, VP of Demand at Mintigo@tones810
© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel
Predictive & ABM – Lots of Buzz
© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel
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Ideal Customer Profile(aka “CustomerDNA™”)
Customers(“Positives”
List)
Prospects
Predictive Models/Machine Learning
How Predictive Modeling WorksSignals From The Web(i.e., tech, org/hiring, financials, intent, etc.)
© 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)
© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel
Is This How You Identify Your Target Accounts?
© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel
= Above $1B in revenue
High Tech, Telco, Retail
Marketing roles & titles
FirmographicBehavior & 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
© 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
© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel
$25M to $5B in revenueHigh Tech, Telco, RetailMarketing roles & titlesReinvest $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
© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel
Your ICP: Low-Res or HD?
© 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
© 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 ABMhow to engage
embrace predictive data
© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel
“Non-Intuitive” Insights
5X
© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel
Predictive Intelligence Drives Relevant Offers
© 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
Proposition3. Finds “Net New” Contacts &
Accounts
© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel
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Predictive Platforms Finds “Net New”
Ideal Customer Profile
(aka “CustomerDNA™”)
Customers
ProspectsPredictive 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
© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel
How Predictive Empowers Your ABM
2. Personalizes Your Value Proposition3. Finds “Net New” Contacts &
Accounts
1. Identifies Accounts Most Likely To Buy(Your Ideal Customer Profile)
4. Enables More Intelligent Engagement
© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel
© 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
dataour martech stack
© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel
Example With Terminus
© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel
Highly Targeted, Relevant & Timely Messaging
© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel
How Predictive Empowers Your ABM
2. Personalizes Your Value Proposition3. Finds “Net New” Contacts &
Accounts
1. Identifies Accounts Most Likely To Buy(Your Ideal Customer Profile)
4. Enables More Intelligent Engagement5. Reduces Churn,
Finds Cross-sell Opportunities
© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel
Model For Churned Profile & Look For Signals
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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.)
MI: Intent – Marketo
Ideal Customer ProfileChurned Customer
Profile
© 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.
© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel
How Predictive Empowers Your ABM
2. Personalizes Your Value Proposition3. Finds “Net New” Contacts &
Accounts
1. Identifies Accounts Most Likely To Buy(Your Ideal Customer Profile)
4. Enables More Intelligent Engagement5. Reduces Churn,
Finds Cross-sell Opportunities
© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel
Tony Yang@tones810
tony@mintigo.com
Mintigo@mintigowww.mintigo.com