The 6 Big Costs of Delaying Predictive Marketing
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BIG COSTS OF DELAYING PREDICTIVE MARKETING THE 6
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Transcript of The 6 Big Costs of Delaying Predictive Marketing
BIG COSTSOF DELAYING PREDICTIVE MARKETING
THE6
We know there is a lot going on in your marketing universe. From demand generation programs, to social media, content creation, events, and vetting new technologies—we get it—you and your team are busy.
Sometimes, the longer you wait to implement a new platform or marketing strategy, the more money, resources, and time you end up wasting on the wrong activities.
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Whether you are just learning about predictive marketing, thinking about implementation, or making a case for it within your organization, there are some questions, objections, and distractions that come up.
But, in today’s multi-faceted marketing landscape, there is an opportunity cost when you wait to implement predictive technology.
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COST #1You Are Targeting the Wrong Accounts
You optimize your programs for
quantity over quality
Your batch-and-blast techniques are ineffective and costly
Your database is filled with the wrong accounts
X
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SOLUTIONPredictive Marketing Helps You Target the Right Accounts
Analyze your complete prospect and customer data to create an accurate, ideal customer model
Use your model to derive a point of view on every account in your market
Fills your funnel with the right accounts
Fit + Engagement + Intent = Your Next Best Customer
✓
✓
✓
✓
✓
✓
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COST #2Sales Spends Too Much Time on Lead Qualification
You send sales a high volume
of leads
Sales spends too much time
qualifying and not enough time selling
Result: Lost deals
Sales complains about the quality of leads
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SOLUTIONPredictive Marketing Helps Sales Prioritize Leads
Uses your ideal customer model
Groups and prioritizes accounts and leads into buckets
Your sales team is more efficient calling and closing
Result: More deals closed!
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✓✓✓
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COST #3Not Implementing Technology that Impacts Your Bottom Line
You are understaffed and overtasked
You think there isn’t time to implement
a new solution
Your energy is focused on top-of-funnel programs
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SOLUTIONPredictive Marketing Helps You Streamline Processes, While Impacting the Bottom Line
Shift from demand generation to demand acceleration
Stop spending cycles focusing on the wrong activities and the wrong accounts
Decision-making is based on data, not guesswork
More high quality accounts = More revenue
✓
✓
✓
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COST #4Marketing Can’t Prove Their Value to Sales
There is either not enough leads or
too many bad leads
Lack of sales and marketing alignment
Sales spends too much time prospecting and not
enough time selling
XX
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SOLUTIONPredictive Marketing Helps Align Sales and Marketing
Predictive demand generation enables you to generate accounts that mirror your best customers
Predictive scoring tells your sales team what is most likely to convert
Full-funnel insights enables sales and marketing love!
✓
✓
✓
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Result: No Leaky Funnel!
COST #5It’s Hard to Sell Into New Markets
No defined strategy for targeting new verticals
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Loss of money based on endless program testing
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Limited visibility into new markets
SOLUTIONPredictive Marketing Helps You Target the Right Accounts in New Markets
Applies your ideal customer model against new markets to choose or validate expansion strategy
Generates targeted accounts and leads that fit the buyer profile in your new market
Intelligently expand into new markets
Your customer model evolves as your company evolves
✓
✓
✓✓
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Result: Company Expansion!
COST #6You Don’t Know Where to Start with Account-Based Marketing
You want to target accounts
vs. leads
You don’t know which accounts to
start targeting
You don’t know which accounts in your
database are the best fit for your company
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SOLUTIONPredictive Marketing Helps Optimize for an Account-Based Model
Data driven audience selection delivers your target account list
Provides key insight into your target account approach
Eliminates the guesswork found in manual account identification process
✓
✓✓
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Predictive marketing is the first step to ABM
