Demand Gen Report's Lead LifeCycle Series session presented by Lattice Engines

1. #LLCSeries
#LLCSeries
Using
Predic,ve
Analy,cs
at
Every
Stage
of
the
Buyer’s
Journey
SPONSORED
BY

2. #LLCSeries
Follow
this
webinar
on
LinkedIn
&
Twi>er
#LLCSeries
Demand
Gen
Report:
@DG_Report
LaDce
Engines:
@LaDce_Engines
Brian
Kardon:
@bkardon

3. #LLCSeries
About
Demand
Gen
Report
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in
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to
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best
pracMces
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generaMon
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4. #LLCSeries
On24
LogisMcs
• Whitepaper
• Datasheet
• Contact
Us
Link

5. #LLCSeries
Panelists
Brian
Kardon
CMO
LaDce
Engines
MODERATOR:
Andrew
Gaffney
Publisher,
Demand
Gen
Report
@bkardon
bkardon@laDce-­‐engines.com

6. #C2C15

7. #C2C15

8. #C2C15

9. #C2C15

10. #C2C15

11. #C2C15

12. #C2C15

13. What to do?

14. #C2C15

15. #C2C15
· Purchases
· Items you have added to cart, but abandoned
· “Dwell” times
· Product ratings
· Address
· What your neighbors buy
· Birthday
· Sizes: yours + family + friends

16. #C2C15

17. We see predictive analytics every day …
Field Question
Healthcare Which patients are at risk?
Fraud detection Which transactions are fraudulent?
Insurance What is the risk of a car accident?
Online retailing What movie should be recommended?
Cable television What offer will prevent the customer from leaving?

18. Predicting who will buy,
what they’ll buy and when.

19. Predictive Marketing and Sales
Find companies
most likely to buy
Find your most
sales-ready leads
ACCOUNT
PRIORITIZATION
LEAD
PRIORITIZATION
2
3
4
Find customers
most likely to buy more
CROSS-SELL/
UP-SELL
5
Find customers
most likely to churn
PROSPECT
DISCOVERY1
Find net new
prospects
RETENTION

20. #C2C15

21. How It Works
Growth Profile
Employee, location, facility, and contract growth
Social Presence
Operating Diversity
Divisions, disparity of locations personnel
Cloud Maturity
CRM, MA, and provisioned infrastructure
Company Profile
Size, credit rating, news
Technology Profile
Installed technologies and maturity
Executive Change
Presence of new personnel
Advertising External
Investment
Spend, trend, timing, events
1,000s of Other
Attributes
Web Page Visits
Video Views and
Engagement
Title of Contact
Form Conversations
Downloads
Webinars Attended
Campaign Response
Rates
Email Opens
Internal Data Sources

22. Conversion Rate
How It Works
78% likelihood
to convert (7.8x)
39% likelihood to
convert (3.9x)
Work
by Sales
Qualified
but Not
Ready
Historic Conversion
is 10%
Universe
Attributes of LEADS in this segment:
§ Growth Events
Company has experienced 15% employee growth in recent six (6) months
§ New Location
Company has opened or will open a new facility in next three (3) months

25. Find quality net
new leads
How are marketers using predictive analytics?
Optimize List
Buys
Monetize Your
Existing Leads
Smarter Event
Planning
Identify High
Value
Campaigns
Predictive
Remarketing
Create Target
Account Lists
Territory
Planning
Prioritize Sales
Efforts
Sell More to
Customers
Find At-Risk
Customers
Win Back
Ex-Customers

26. Fit: Company size, tech
use, exec changes,
geo, etc.
Intent: Whitepaper
downloads, search
terms, ad clicks, etc.
Activity: Emails opened,
sales interactions,
webinars attended, etc.
Easy to use marketing
and sales predictive
apps
How Predictive Marketing Works
Account score
Buying signals

27. Curse of Abundance
• PROBLEM: 90K+ leads/quarter
• SOLUTION: Increased sales focus and engagement on leads with highest
likelihood to convert; decreased focus on other lead segments
• BENEFIT: best leads engaged with 3X intensity, 37% liR in win rate, greater
overall funnel yield
37%
Increase in Win Rate

28. Funnel Expansion
▶ PROBLEM: More inside sales capacity than qualified lead volume
▶ SOLUTION: Increased lead flow to SDRs with new “PQL” lead
segment
▶ BENEFIT: SDRs are focused on the next best lead segments rather
than cold calling
30%
Increase in Lead Volume

29. 80%
20%
Marketers Focus Primarily on New Customers,
but Most Sales Come From Existing Customers
29

30. 30
Selling more to Staples customers: Cross-sell

31. Direct Mail Done Right
▶ PROBLEM: needed a more cost effective way to execute a higher cost
DM program
▶ SOLUTION: dimensional mailer to highest scoring leads, followed with
handwritten note
▶ BENEFIT: response rate more than double compared to previous similar
campaigns
50%
Reduction in Cost Per Opportunity

32. Smarter Event Planning
Peter Isaacson, CMO
Plan events near clusters of high scoring accounts
30%
Opportunity creation
from events
40%
Cost per lead
from events
Lattice Engines significantly increase our pipeline by
helping us focus on high value accounts.

33. Relationship
3+ Years
2+ Years
6+ Years
Scope
U.S.
Global
Global
§ 30% improvement in
lead-to-win conversion
§ 25% improvement in
lead-to-win conversion
§ +$100K incremental per
rep per year
Key Results
Game-Changing Results

34. Cumulative
Adoption
Time
A
B
C
D
E
F
50-60% penetration
Source: Sirius Decisions
Where is marketing automation?

35. Where is Predictive Marketing and Selling?
Cumulative
Adoption
Time
A
B
C
D
E
F
Source: Lattice Engines

36. 36Proprietary
Algorithmic trading has replaced human trading.

37. 37Proprietary
Who is the Jeopardy player in the middle?

38. Self-driving cars

39. Predictive Analytics for Marketing
§ The era of big data and predictive analytics is NOW
§ There is more information to discover about a prospect
than ever before
§ Leading marketing organizations are embracing
predictive analytics to dramatically improve performance
§ Marketing can lead – from lead scoring to predictive lead
scoring
§ Find your trigger … target selectively and quickly

40. #LLCSeries
Q
A
//
Panelists
Brian
Kardon
CMO
LaDce
Engines
@bkardon
bkardon@laDce-­‐engines.com
MODERATOR:
Andrew
Gaffney
Publisher,
Demand
Gen
Report

41. #LLCSeries
Thanks
for
aending
this
webinar!
www3.demandgenreport.com/lls15
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