Demand Gen Report's Strategy & Planning series session presented by Lattice Engines

1. #SPS2015
Using Predictive Analytics in 2016
to Drive Full Funnel Demand
SPONSORED BY:

2. #SPS2015
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Demand Gen Report: @DG_Report
Carol Krol: @carolkrol
Lattice Engines: @Lattice_Engines
Heather Foeh: @heatherfoeh

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About Demand Gen Report
• Tracking best practices in lead
generation since 2007
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practices reports
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@DG_Report
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5. #SPS2015
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today’s resources
Join the conversation
#SPS2015

6. #SPS2015
Panelists
Heather Foeh
Head of Culture and Customer Advocacy
Lattice Engines
@heatherfoeh
hfoeh@lattice-engines.com
MODERATOR:
Carol Krol
Editor-In-Chief, Demand Gen Report

7. USING PREDICTIVE
ANALYTICS IN 2016
TO DRIVE FULL
FUNNEL DEMAND

8. Heather Foeh
Head of Culture and Customer
Advocacy
at Lattice Engines
@heatherfoeh
hfoeh@lattice-engines.com

9. 2 0 1 6

10. Predictive
Analytics

11. Predictive
Analytics
Who will buy,
what they’ll buy
and when.

12. WHAT YOU KNOW

13. +
WHAT WE KNOWWHAT YOU KNOW

14. +
WHAT WE KNOWWHAT YOU KNOW

15. What Problem Do You Need to Solve in 2016?
Prioritize
leads and
accounts
Acquire
high quality leads
Grow
existing customers

16. What Problem Do You Need to Solve in 2016?
Find quality net
new leads
Optimize list buys
Acquire
high quality leads

17. What Problem Do You Need to Solve in 2016?
Prioritize sales
effort
Create target
account lists
Prioritize
leads and
accounts

18. For Example…
35% more likely
to progress
through sales
cycle
2X increase in
MQL to SAL
conversion rate

19. For Example…
13.6% Reduction
in Lead to MQL
Conversion
https://youtu.be/dXWiQDQ3GyA
38.5% Increase
in MQL to Oppty
Conversion

20. What Problem Do You Need to Solve in 2016?
Sell more to
customers
Find at risk
customers
Grow
existing customers

22. Cross-Sell & Upsell Smartly
Products
Customers Account Managers
2,600+250,000
100,000

23. Cross-Sell & Upsell Smartly
2.4%
7.6%
Using Business Rules With Lattice
Customer Conversion Rate
3X

24. Cross-Sell & Upsell Smartly
2.4%
7.6%
Using Business Rules With Lattice
Customer Conversion Rate
3X
And…
Their average
deal size
increased
significantly

25. 2005 2008 2010 2012 2013 2016

26. sales
&
marketing
alignment

27. Data Center Hardware
Server count & age, storage size & age, network nodes
Company Status Index
Growth index, popularity index, visibility index, social index
Network Size & Growth
Device count on the network and rate of change
Data Center Software
Backup, Recovery, Archive, Replication
Enterprise Applications
ERP, SCM, CRM, MAP, and related apps
Network Sophistication
CDN counts, Subdomain counts
Business Change
Web traffic & growth, new locations
Company Growth & Change
Employee growth, visitor growth, M&A
Infrastructure Age & Type
Server age, storage type
Transaction and/or CRM
Products Purchased, Cost, Time
Video Engagement
Clicks and views on videos
Service & Support
Service issues & topics, count of events
Web Activity
Interactions between visitors and website
Marketing Automation
Engagement on Content
Web Research
Anonymous search activity from domains
White Paper Engagement
Clicks and views on third-party topical content
(Future) Social Activity
Social posting and promotion
Give Sales More Context
CONTACTS
27

28. Sales Buy-In
https://youtu.be/dXWiQDQ3GyA
Old Scoring Predictive Scoring
64% 95%

29. Think outside the box…

30. …so many other uses!
Tailor nurturing
and follow-up
Prioritize sales
follow-up
Smarter event
planning
Optimize content
marketing
Drive more
targeted ads
Improved
search and SEO
37%
Higher Win Rates
30%
Lower Event Costs
20%
Lower Syndication
Costs
50%
Lower Cost per
Opportunity
300%
Higher Ad
Conversions
15%
Lower SEO Spend

31. …so many other uses!
Tailor nurturing
and follow-up
Prioritize sales
follow-up
Smarter event
planning
Optimize content
marketing
Drive more
targeted ads
Improved
search and SEO
37%
Higher Win Rates
30%
Lower Event Costs
20%
Lower Syndication
Costs
50%
Lower Cost per
Opportunity
300%
Higher Ad
Conversions
15%
Lower SEO Spend

32. …so many other uses!
Tailor nurturing
and follow-up
Prioritize sales
follow-up
Smarter event
planning
Optimize content
marketing
Drive more
targeted ads
Improved
search and SEO
37%
Higher Win Rates
30%
Lower Event Costs
20%
Lower Syndication
Costs
50%
Lower Cost per
Opportunity
300%
Higher Ad
Conversions
15%
Lower SEO Spend

33. 2 0 1 6

34. #SPS2015
Q&A Panelists
Heather Foeh
Head of Culture and Customer Advocacy
Lattice Engines
@heatherfoeh
hfoeh@lattice-engines.com
MODERATOR:
Carol Krol
Editor-In-Chief, Demand Gen Report

35. #SPS2015
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Matthew Grant
Aberdeen Group