[Webinar] What is Driving the Predictive Marketing Revolution?
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As innovative technologies continue to emerge, the role of marketers and buyers has drastically changed. How can they keep up with the onslaught of popular technologies and know what’s worth their time? This year’s most talked about technology — predictive marketing — is surrounded by excitement and is leading the charge into new markets. We polled B2B marketers to understand what is driving the predictive marketing revolution. In this webinar we will cover: How mature and tech savvy is the average marketer? How many marketers are using predictive marketing today? How are marketers currently using predictive marketing?
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[Webinar] What is Driving the Predictive Marketing Revolution?
- 1. ©2015 EverString What drives the predictive marketing revolution? December 2015
- 2. ©2015 EverString Thank you for joining us 2 JESSICA CROSS Director, Audience Marketing @jfayesf JIM WALKER VP of Marketing @jaymce What we will cover… 1. What is driving Predictive Marketing? 2. Predictive Marketing maturity & predictive readiness 3. How to get started down your predictive journey?
- 3. ©2015 EverString 3 Predictive is about precision. How closely can you match your content to what the prospect or customer actually cares about, or what they’re struggling with right now? Matt Heinz President, Heinz Marketing
- 4. ©2015 EverString 4 Predictive Analytics the practice of extracting information from existing data sets in order to determine patterns and predict future outcomes and trends. Predictive analytics does not tell you what will happen in the future, rather, it forecasts what might happen in the future with an acceptable level of reliability .
- 5. ©2015 EverString So then, what is Predictive Marketing? THREE DRIVERS 1. Linear scale storage and compute 2. Ubiquity of access 3. Simplicity of the cloud 5 Predictive Marketing The use of internal and external buyer data (companies & people) to model a best fit prospect and then predict and prescribe actions based on individual prospect signals
- 6. ©2015 EverString Report: State of Predictive Marketing 98% of marketers are either fully committed to predictive or are implementing predictive marketing 67% of marketers are using both behavioral & firmographic attributes 68% of marketers believe predictive marketing will be a key piece of the marketing stack 6
- 7. ©2015 EverString Marketing structure and strategy maturity 7 A note about our methodology
- 8. ©2015 EverString How mature are you with marketing technology 8 Most marketers are fairly mature in their marketing technology stack
- 9. ©2015 EverString Lead scoring as key indicator of maturity 9 Scoring has become a standard practice for most organizations
- 10. ©2015 EverString What does predictive mean for your organization? 10 There is general awareness of predictive marketing tools & techniques but it is still an emerging practice
- 11. ©2015 EverString Company size and predictive marketing 11 Larger organization seem to be the early adopters of predictive strategies at this point
- 12. ©2015 EverString Do you believe predictive will be a key piece of your martech stack? 12 However, pretty much everyone agrees that predictive will be a key piece of the marketing technology stack
- 13. ©2015 EverString Technology stack of predictive marketers 13 And it is still mostly used by the most mature marketing technologists
- 14. ©2015 EverString Are you an account based marketer? 14 By combining ABM with predictive marketing you can actually target the right accounts with much more precision.
- 15. ©2015 EverString How to: Account Based Marketing 15 Who What How Measure Predictive Marketing starts with Audience Selection The process of using data to identify your target accounts Model your best customer and derive targets from all accounts in the world D D D D D D D D D D D D D C D C D C C C C D C C D C C C C D C C D C D C A A A A A B B B
- 16. ©2015 EverString Decision Platform EverString provides your precise account list 16 Scores Net New Prospects Targeted Account List internet commercial sources crawl pixels ip traffic 11M Accounts 20K Signals Marketing Automation CRM Your Data, Your Model Audience Selection Who What How Measure
- 17. ©2015 EverString How to: Account Based Marketing 17 Account Research & Information Use a specialized SDR to research & complete the signal list and identify individuals Who What How Measure Run a mini-marketing organization around each account to develop account persona and explicit content Messaging Account Personas Create a persona for the account to drive message Data Preparation Map leads to accounts Improve data quality
- 18. ©2015 EverString How to: Account Based Marketing 18 Who What How Measure Develop and run explicit plays Identify Decision Maker Physical Mailer Email Nurturing Invite to Micro Event SDR Call w/ALL Identify Influencers Targeted Display Postcard Email Nurturing SDR Call w/ ENGAGED Influencers: Decision Maker:
- 19. ©2015 EverString 19 There can be clear alignment when you have an ABM strategy coupled with predictive marketing. Predictive tells you what accounts to go after, and ABM streamlines the actual process of going after these accounts and measuring your success Jon Miller Founder & CEO, Engagio
- 20. ©2015 EverString Key findings 98% stated that they are either fully committed to predictive or are implementing predictive marketing 91% of marketers that are defning the future of the company are either fully committed to predictive marketing or are implementing predictive marketing 67% of marketers that use both behavioral & firmographic attributes to score leads are fully committed to predictive marketing 53% of marketers actively engaged in account-based marketing strategies are fully committed to predictive scoring 20
- 21. ©2015 EverString 21 We invite you to download the report NOW http://bit.ly/2015PM or www.everstring.com THANK YOU!
Notas do Editor
- So why are we here. EverString has set out to discover the pervading trends around marketing technology maturity and predictive marketing. How mature are most companies when it comes to marketing technology? How are companies using predictive marketing today? And do they even know what the term means? To get to the truth, we surveyed a selection of B2B marketing leaders from companies of all sizes so we could separate fact from fiction We will dig into the results of the data and wrap up with some simple steps you can take at your organzation to get started.
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- By surveying a selection of senior marketing leaders, we were able to determine marketing maturity levels as it pertained to marketing technology, account-based marketing, messaging, organization focus, and of course—predictive marketing. Using these data points—we analyzed how companies on each step of the maturity curve viewed and adopted predictive marketing. By helping to benchmark where predictive marketing is now and where it is headed, we have a better idea how predictive marketing impacts organizations in the present and the future. The results of the report clearly show that marketing organizations that are more advanced have already adopted predictive marketing or are currently researching predictive marketing. Here are some key stats that we pulled out of the survey: • 98%of marketers who responded that they have at least a CRM, marketing automation, and a few marketing tools reported that they are either fully committed to predictive or are implementing predictive marketing •91% of marketers who reported that they are defining the future of the company and leading charges into current and new markets are either fully committed to predictive marketing or are implementing predictive marketing •67% of marketers using both behavioral and firmographic attributes to score their leads are fully committed to predictive marketing •53% of marketers actively engaged in account-based marketing strategies are fully committed to predictive scoring and 82%of those marketers are researching predictive marketing
- to get to the truth, we surveyed a selection of B2B marketing leaders from companies of all sizes so we could separate fact from fiction We surveyed a variety of organization sizes and structures to get a good understanding of how size and marketing structure plays into marketing technology maturity. Does a larger marketing team necessarily equate to marketing maturity? What about a larger company? To make things simple we broke our groups into the commonly known Starbucks sizes. Yes I Know megacorp isn’t a Starbucks size, but work with us here. When looking at tall companies, we found the majority just sent emails. For our grande group, those respondents had a CRM tool and were exploring marketing technology. The venti group, which is comprised of mostly mid-sized companies, actually had the highest percentage of respondents reporting that they weren’t even sure what marketing technology was! And then Mega Corp reported to be either the NASA of marketing tech or using a basic tech stack with CRM, marketing automation, and a few other tools
- We found a strong correlation between the maturity of marketing technoloyg and the adoption of predictive marketing. Breaking down the numbers, 38% said that they have a baseline marketing tech stack of CRM, marketing automation, and a few additional tools. This answer represents the largest grouping of our respondents. And that is great news! That means most of you are leveraging key technology solutions like marketing automation and CRM to be more effective with your marketing. Another 25% of you reported you have a basic CRM and are currently exploring additional marketing technology. Clearly, the adoption of marketing technology is very real—with over 50% of our respondents either having marketing automation or looking to implement marketing automation. Lastly, 25% of our respondents said that they are sending emails—presumably with an Email Service Provider or through a CRM tool. These respondents are lower on the maturity curve, but still engaging in marketing activities.
- Lead Scoring A key indicator of a more mature use of marketing technology, particularly marketing automation, is an organization’s utilization of lead scoring. Are you leveraging a lead score to prioritize your leads for sales? Using lead scoring creates harmony and alignment between sales and marketing, as there is an agreed upon methodology for defining the hottest accounts and leads. We asked our respondents if they were scoring their leads, and if so, how were they scoring them. We were please to find that the majority of our respondent, 40% say they are using lead scoring in their marketing automation tools. Our most mature respondents, 7% are using predictive marketig to score their leads. And the least mature respondents, 32% don’t know what scoring is. Interestingly, 21% are scoring manually, not even a rules based system, meaning they are comping throug leads to sent over to sales. Of the 40% of respondants that said they were scoring their leads using automation, nearly half, 48% are using both behavioral and firmographic attributes.
- Next we asked our marketers what predictive means for their organization Almost half of our respondents, 47%, stated that they are aware of predictive marketing and are currently investigating how to use it in their marketing. Certainly, while those folks have yet to adopt a platform, the concept is just now beginning to take hold. In fact, 25% of those surveyed said that they are currently using a predictive tool already. However, there is still a fair amount of confusion about the definition of predictive marketing and how it can help marketing teams 24% of respondents stated that they don’t use the technology and the concept is completely new to them.
- Next we compared the company size with the readiness to adopt predictive marketing technologies We found that larger organizations were more incluned to adopt predictive technologies Most of the company sizes that we investigated reported some level of interest in predictive scoring. 49% of tall companies report that they are currently investigating predictive marketing. 33% of grande companies report that they are also investigating predictive marketing, while 29% said they are currently using some predictive tools. Our venti group, however, was fairly split. 30% responded that predictive marketing is an entirely new concept for them. 30% reported that they are currently using some predictive, and another 20% stated that they are implementing predictive marketing For our Mega Corps, 36% of respondents said that they are fully committed to predictive marketing. When looking at company size, this is the largest percentage of companies fully committed to predictive marketing in our survey group Why is this? We believe the reasonsare two-fold: 1)These larger companies are further along in the marketing technology maturity curve and therefore are looking at innovative ways to improve their marketing. 2)We believe this also indicates predictive marketing is helpingthese companies grow and become more effective.
- A whopping 68% of our respondents said that they do indeed believe that predictive marketing will be a key piece of the marketing stack moving forward.Clearly, even those who have not yet implemented the technology see that it has a critical place in the future of marketing
- Next we looked at the people who are actually implementing predictive marketing The largest group implementing predictive marketing tools for scoring are the NASA of marketing tech. And again, the respondents who stated they are fully committed to predictive marketing are the ones who have CRM software and are exploring marketing technology. not surprisingly, those that only send emails aren’t familiar with predictive marketing. The last data analysis we wanted to perform in this section was taking a look at lead scoring. How many of those who answered that they use advanced scoring techniques are implementing predictive marketing? Those that use both behavioral and firmographic methods of scoring report that they are either a) using some predictive tools or b) fully committed to predictive marketing. What can we deduce from all of this data? While we hypothesized that those who touted to be the NASA of marketing tech or those that reported having a CRM and a marketing automation tool would be the most mature with predictive marketing, we found that the group who had CRM and are exploring other marketing technology are the respondents who seem most interested in predictive marketing. Why? Our theory is that marketing teams who are researching different technologies are thinking strategically about the best way to build their entire stack—from CRM, to marketing automation, to predictive, and beyond. What technology suite works best together? By thinking about your marketing technology stack holistically you can avoid mismatched tech and a preexisting dirty databases
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- Once your model is created we can then apply it to our list of over 11 million accounts to determine your point of view across the TAM and to deliver your target audience. This target audience will help you categorize and prioritize accounts and leads in your funnel with Predictive Scoring. We can also use Account data and the lead information we have to deliver net new leads into your funnel. With this Predictive Demand Generation, you are filling the top of funnel with high quality newt new leads. This entire process is pretty straightforward and is only possible because this is truly the delivery of an Account-based approach to marketing. Many other solutions in this market started as lead based systems because the backend systems like Marekto and Eloqua are basically centered around leads. This was a good first approach, but ultimately ABM changes everything because it can help with consistency and end to end understanding of the customer lifecycle Identification of intent can only be discerned using account characteristics and this is the least common denominator once we are in the funnel as well. With ABM, we have a very consistent model as a baseline to build on.
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