Salesfusion pa webinar_040214

Using Predictive Analytics in B2B Marketing

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A few details…

• Me: Robert Pease, VP Product Marketing, @RobertCPease, robert.pease@salesfusion.com

• Event will be recorded for playback later

• Questions are encouraged, so please use GotoWebinar’s questions feature and I’ll get to them

• Please tweet about this: @Salesfusion & #xxxxxx

Our approachSmart Marketing Automation

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Our Platform

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• Full-featured marketing automation

• CRM integrations with Salesforce.com, MS Dynamics, SugarCRM, Saleslogix, Sage CRM, Netsuite

• Event integration with WebEx & GotoMeeting

• And a whole lot more…

Salesfusion

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What are “Predictive Analytics?”Hype vs. Reality

Predictive Analytics encompasses a variety of techniques from modeling, machine learning, and data mining that analyze current and historical facts to make predictions about future, or otherwise, unknown events.

- - Wikipedia

http://en.wikipedia.org/wiki/Predictive_analytics

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It’s all about the data…Use data to identify your next customer

Customer actions:• Web pages viewed• Emails opened• Emails clicked• Events attended• Forms completed

Web information:• Social profiles• People profiles• Company profiles• News

Customer information:• Contact details• Lead source• Company name• Industry • Geography• Social presence• Web presence

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Comparing Lead Scoring Approaches

• Requires point-based assignment for activities

• Positive and negative points can be assigned

• Can be arbitrary/based on opinion

• Easy to miss the most important behaviors because “you didn’t think of it”

• Difficult to update and refresh over time

Traditional – Manual Point Assignment

Based on an assumed “Customer Profile”

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Comparing Lead Scoring Approaches

• Scores automatically created & updated over time

• Based on activities that led to actual conversions• User behavior• Company profile information• User profile data

• Creates a true “Customer Profile”

Predictive – Automated Ranking

Based on a true “Customer Profile”

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How it all works together…

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Getting Started…Building the Data Model

CONNECT ANALYZE UTILIZE

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The best leads are automatically rated

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Using Predictive Lead ScoresMap to your sales model

• Create a “Leads by Score” report in your CRM sorted by Predictive Lead Score then Last Activity

• View the hottest leads in the Salesfusion or your CRM as a “Call Down List”• Create an automated email alert when a new hot lead is identified• Vote “thumbs up” or “thumbs down” on score to continuously train the system• Or just close new business and the system gets smarter automatically

Sales

• See what content, campaigns, and actions actually lead to customer conversions• Create a segmented list based on the score and last activity date for a re-

engagement campaign• Create a nurture flow triggered off of predictive lead score• Encourage sales feedback to “vote” up or down the scores assigned

Marketing

THANK YOUFrom Salesfusion

Robert PeaseVice President of Product Marketingrobert.pease@salesfusion.com@RobertCPease