[Webinar] Launching Predictive Marketing: Best Practices From Insight Enterprises

Mintigo Customer Success Webinar Series “Launching Predictive Marketing:

Best Practices from Insight Enterprises”

Theresa Worrell Marketing Analytics & CRM Manager

Tony Yang VP of Demand Gen

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Where do I put my resources & focus?

Who are my ideal prospects?

How should I communicate

to them?

What should I say to them?

Drive Marketing & Sales Success With Intelligent Customer Engagement

About Mintigo

Insight Proprietary & Confidential. Do Not Copy or Distribute. © 2015 Insight Direct USA, Inc. All Rights Reserved. Insight Presentation Insight’s Tagline Would Go Here Insight Presentation

Predictive Marketing Analytics Insight – how we are making it work!

Theresa Worrell, Marketing Analytics and CRM Manager

Insight Proprietary & Confidential. Do Not Copy or Distribute. © 2015 Insight Direct USA, Inc. All Rights Reserved. Insight Presentation

Building a Predictive Marketing Group in four steps!

People, Process and Tools – what to look for an why in each area 1.  People: Setting goals and expectations with your Sales, Marketing,

and PM organization and determining how to set up your team 2.  Process: How can you utilize your existing processes or create new

ones to be successful 3.  Tools: Now what! What kind of tool do you look for – what does it

need to include


+ =

+ Data Tools Meaningful connections

Exceptional client experiences

PEOPLE: Build Tools and Processes to achieve our goals


PEOPLE: What Goals and Challenges do you have? Goals: 1.  Provide campaign plays that will be effective and generate revenue. 2.  Process must show ROI 3.  Process must be actionable by Sales team, meaning, they can understand

and play a key role 4.  Leadership teams bought in 100%

Challenges: 1.  New CRM & fairly new marketing automation tool– struggling with

adoption 2.  Marketing Leads vs Sales Leads vs Opportunities vs Cold call – oh my! 3.  Contact wild wild west


PEOPLE: Build Predictive Marketing Analytics team

Predictive Marketing Analytics The ability to discover, target, and engage the customers and prospects

who are the most likely to buy based on attributes including digital activity

Enterprise Analyst

(Corporate & Majors)

Verticals Analyst (HC, Federal, State & Local,

Education)

SMB Analyst (SMB)

Service Provider Analyst

(SP)

Services Analyst/ Special

Campaigns (Partners, etc)

*Develop and run models and use cases to enable the discovery of profiles for ideal customers, target prospects who are most likely to buy, work to shorten sales life cycles, and increase overall efficiency of campaign.


PROCESS: What does your existing Sales Cycle look like?

•  Does your sales team call on Leads? •  Do you have a Lead Qualification Team?

What we did: Focused Sales Team on one area within CRM

1.  Implemented Lead Qualification Team •  Qualify all incoming leads generated by digital efforts. •  When a buying opportunity is identified lead converted to an

opportunity and assigned to Account Executive 2.  Developed Prime Target List effort

•  For Campaign plays that utilize Predictive Marketing Analytics assigned Sales Teams activities within the CRM to call contacts within their accounts.

3.  Provided “Client Profile” tab in CRM to show Marketing Indicators •  Company Attributes •  Cloud/ Mobile/ Data Center Attributes •  Partnerships and Installed Technologies •  IT Hiring Attributes


PROCESS: Predictive marketing analytics process

All clients & prospects

Targeted marketing activities

Predictive models to prioritize (Rank and

Score)

Focus efforts on the highest-ranked targets;

nurture campaigns for others

Results in effective leads & more opportunities

Better leads ----

Improve efficiency


PROCESS: Working together to get things done!


TOOLS: Picking a tool– make the right decision •  Do you have multiple Data Scientists? •  Do you have new analysts to ramp up quickly? •  What does your data look like?

What we did 1.  Let the tool do the heavy lifting!

•  Data cleansing •  Ranking, scoring, filtering, integrating to CRM

2.  Ability to easily build models on our own and analyze data •  Access data via export •  Ability to manage the targets vs. forced integration

3.  Anyone can run the model – even an analyst can do it! •  Models are easy to understand •  Cooperative UI

4.  Marketing led tool as opposed to Sales focus •  Tool that understands marketing and its efforts •  Processes center around Marketing first with ability to have Sales interaction in

CRM


TOOLS: (Data + Tools): Predictive marketing plays

Propensity to buy by all technology offerings

Existing clients New clients

Propensity to buy by all technology offerings

Cross-sell/ upsell

propensity to buy

scores per offering

•  IT hiring attributes

•  Company profile attributes

•  Cloud/mobile/data center attributes

•  Partnerships & installed technologies

Client profile in ClientLink

Targets for premium marketing plays – Kickoff with Sales Team includes training for Prime Target Lists


TOOLS: Building the Model Inventory

Foundational Models

Corporate Technology offering/ Honeycomb •  Data Center •  Devices •  Security •  Software •  Managed Services •  Microsoft

Propensity to Buy Lead Based Model

SMB Technology offering/ Honeycomb •  Data Center •  Devices •  Security •  Software •  Managed Services •  Microsoft

Propensity to Buy Lead Based Model

Cloud SMB Propensity to Buy Lead Based Model

Insight General Propensity to Buy Lead Based Model

Specialized Models (this will grow)

MS CSP Propensity to Buy Lead Based Model

Lightspeed Propensity to Buy Lead Based Model

Skylake Propensity to Buy Lead Based Model

Marketo

Rules set up to send leads to SMB or Corporate Model

ClientLink

Contacts enriched with Indicators and Technology Score i.e, •  Data Center = 94 •  Devices = 84 •  Security =45 •  Software = 32 •  Managed Services = 78 •  Microsoft = 47

Account Based Models – TBD

Cross Sell/ Upsell Models– TBD

Exis

ting

Clie

nts/

New

Clie

nts

Accounts enriched with Indicators and Technology Score in spreadsheet for Prospecting i.e, •  Data Center = 94 •  Devices = 84 •  Security =45 •  Software = 32 •  Managed Services = 78 •  Microsoft = 47

Real time

For PMA Plays

Rules set up to send leads correct campaigns according to PMA Play execution


Results to date


Collaboration with Sales

“I know who to hammer!”

~Sales Manager

Want To Learn More?

www.min&go.com/resources www.min&go.com/blog

Thank You!

Tony Yang VP of Demand Gen [email protected]

Theresa Worrell Marketing Analytics & CRM Manager [email protected]

[Webinar] Launching Predictive Marketing: Best Practices From Insight Enterprises

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