Building Alignment for Predictive Marketing Success
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The document outlines strategies for leveraging predictive marketing to enhance customer growth and sales alignment. It emphasizes the importance of integrating predictive insights with existing sales and marketing tools, involving sales teams, and validating data to identify high-value prospects. Successful implementation can lead to substantial increases in pipeline velocity and overall sales effectiveness.
Building Alignment for Predictive Marketing Success
- 1. Building Alignment for Predictive Marketing Success David Singh VP of Commercial Sales and Success Lattice Engines @DavidASingh Antonio Guzmán Senior Manager, Growth Strategy, Enterprise Hootsuite @hoot_antonio
- 2. Page 2 #MKTGNATION THE LATTICE SUITE Lattice has Pioneered Predictive for Marketing and Sales with over 200 Organizations
- 3. Page 3 #MKTGNATION LATTICE AND YOU CUSTOMER GROWTH Apply to your Existing Customer Channel to Identify Opportunities for Expansion & Cross-Sell LEAD PRIORITIZATION Apply to your Inbound Channels to prioritize hand-raisers and target them with contextual follow-up PROSPECT DISCOVERY Apply to your Outbound Channels to operationalize Account-Based Marketing and Sales with tailored outreach The Lattice Suite Helps You Find Opportunities for Growth Across Your Channels
- 4. Page 4 #MKTGNATION THE MYTHS AROUND PREDICTIV E This Is Not Predictive Marketing and Sales!
- 5. Page 5 #MKTGNATION THE REALITY “Prediction is Very Difficult, Especially if it’s about the Future.” - Niels Bohr
- 6. Page 6 #MKTGNATION YOUR NEEDS ARE UNIQUE Your Business is Complex: Different Channels, Lead Sources, Verticals, Geos, Segments, Product Lines, Deal Sizes, etc.
- 7. Page 7 #MKTGNATION HOW WE WORK OPERATIONALIZE CAMPAIGNS Lattice integrates seamlessly into your Marketo and sales force automation solutions to ensure insights turn into real- time action. EVERY AVAILABLE BUYING SIGNAL Lattice combines your internal data with the largest source of external buying signals to get a complete picture of your customer DNA. RIGOROUS MACHINE LEARNING Using advanced modeling techniques, Lattice uncovers the key predictive attributes that lead your prospects and customers to convert and buy. Lattice Operationalizes Predictive Across Your Revenue Funnel to Drive Significant Impact
- 8. Page 8 #MKTGNATION SUCCESS WITH LATTICE When You Do It Right, the Results are Fantastic!
- 9. Hootsuite Antonio Guzmán Senior Manager, Growth Strategy, Enterprise @hootsuite Join the conversation using #MKTGNation
- 12. Page 12 #MKTGNATION 10M+users and growing 175+countries with Hootsuite users 800+of the Fortune 1000 use Hootsuite
- 13. Page 13 #MKTGNATION REASON #1 Identify high-value prospects in our existing database
- 14. Page 14 #MKTGNATION REASON #2 Accelerate our sales funnel
- 15. Page 15 #MKTGNATION Our Journey to Predictive Success Alignment Launch Adoption Success Innovation
- 17. Page 17 #MKTGNATION Involve your sales team!
- 18. Page 18 #MKTGNATION Validate with existing data (where possible) Customer Attributes In which ways are our top 20% of customers alike? Enterprise Triggers Which conditions result in the largest deals? Target Segments Which personas and use cases should we focus on?
- 19. Page 19 #MKTGNATION Comply with internal regulations
- 21. Page 21 #MKTGNATION Consider a pilot project
- 22. Page 22 #MKTGNATION Use your models together
- 24. Page 24 #MKTGNATION Start slow 97%
- 25. Page 25 #MKTGNATION Adjust lead flow
- 26. Page 26 #MKTGNATION Incorporate predictive data in your ABM programs
- 28. Page 28 #MKTGNATION And it is! 10X 30% 4X Attributed pipeline between 2nd and 3rd quarters Increase in pipeline velocity for predictive account leads Influenced ROI in first year
- 30. Page 30 #MKTGNATION Regional models
- 31. Page 31 #MKTGNATION Upgrades and cross-sales
- 32. Page 32 #MKTGNATION Preventing churn
- 34. Page 34 #MKTGNATION Alignment ● Identify your goals ● Involve your sales team ● Validate with existing data ● Comply with internal regulations Launch Adoption Success Innovation Your Journey to Predictive Success
- 35. Page 35 #MKTGNATION Your Journey to Predictive Success Alignment Launch ● Get buy-in with a pilot project ● Use your models together Adoption Success Innovation
- 36. Page 36 #MKTGNATION Your Journey to Predictive Success Alignment Launch Adoption ● Start slow ● Adjust lead flow ● Incorporate predictive data in other programs Success Innovation
- 37. Page 37 #MKTGNATION Your Journey to Predictive Success Alignment Launch Adoption Success ● Measure your success! ● Are you meeting your goals? ● Refine and optimize Innovation
- 38. Page 38 #MKTGNATION Your Journey to Predictive Success Alignment Launch Adoption Success Innovation ● New products ● New regions ● New programs ● Get creative!
- 39. Thank You! Senior Manager, Growth Strategy, Enterprise @hoot_antonio Antonio Guzmán