Hacking Content Marketing with Predictive Analytics

Accomplished Startup MarketerBuilt & Led Global Marketing Ops at NitroMusician-born MarketerPodcast & Paleo Aficionado2013 Oracle-Eloqua Markie Winner

@szinsmeister sean@infer.com 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