1. 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

3. Our approach
Smart Marketing Automation
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4. 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
CONNEC
T
ANALYZE UTILIZE

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The best leads are automatically rated

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Using Predictive Lead Scores
Map 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

15. THANK YOUFrom Salesfusion
Robert Pease
Vice President of Product Marketing
robert.pease@salesfusion.com
@RobertCPease