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Predicting the future of b2b marketing with Nexus


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Predicting the future of b2b marketing with Nexus

  1. 1. PREDICTING How predictive analytics will transform B2B marketing THE FUTURE OF B2B MARKETING
  2. 2. Time’s up for traditional B2B marketing B2B buying behaviour has changed dramatically, thanks to the advent of new technologies, social media and a never-ending supply of information on the internet.
  3. 3. ways B2B buying behaviour has changed…
  4. 4. Buyers are tech-savvy Today, B2B buyers research solutions online and complete up to 80% of the buying journey before they contact a supplier. 1
  5. 5. Decision-making units have grown B2B decision making units are complex and can include 5-10 stakeholders from different parts of an organisation. 2
  6. 6. Today’s B2B buying journeys are not linear; customers choose what, when and how they want things. Buying journeys are unrecognisable They don’t behave in a predictable manner, either (despite what many sales funnels will have you believe). 3
  7. 7. B2B buyers are more sophisticated and research answers, solutions and partners themselves.They also join communities to connect and learn. Buyers are autonomous So unless you are part of their journey and can deliver the right message to the right person at the right time – and now with the right context – it’s unlikely you’ll be successful. 4
  8. 8. In this radically different marketing landscape, marketers and agencies are struggling to understand customer behaviour.
  9. 9. As a result, they often fail to respond with effective marketing strategies that resonate with their audience and fully recognise appropriate sales context, i.e. acquire, retain, grow and win back customers.
  10. 10. So, what’s the solution?
  11. 11. The answer can be found in the disparate silos of data that reside within most organisations. Data holds the key Almost every business now captures and stores hundreds of customer interactions and transactions every day. But this also poses two key problems:
  12. 12. How do you handle the exponential growth of internal data? In today’s digital era, how do we overlay new, deeper insights from our connected world to apply critical context and relevance? 1 2
  13. 13. By integrating the two worlds of internal and external data you can: Build a single customer view and better understand your current 80/20 world Predict your customers’ propensity-to-buy
  14. 14. At the rate at which data and our ability to analyse it is growing, businesses of all sizes will be using some form of data analytics to impact their business in the next five years.
  15. 15. But in order to realise the value from building a single customer view, organisations need to step into their customers’ world and gather insights about their buying behaviour.
  16. 16. According to IBM, 75% of buyers now expect organisations to understand their individual needs.
  17. 17. In response, businesses are putting in place ‘Know your Customer’ initiatives, where they capture customer behaviour insights to maximise marketing, sales and customer service strategies.
  18. 18. Having customer insight and predictive analytics at the heart of your business or agency is no longer just a competitive advantage. It’s a strategic imperative.
  19. 19. And that’s why we built Nexus.
  20. 20. Nexus is a best-opportunity prediction service for B2B organisations.
  21. 21. It helps to acquire, grow, retain and win back customer revenues by: Predicting which customers are most likely to buy Identifying the content, messages and channels most likely to increase engagement and sales Predicting the leads most likely to convert Predicting the customers most likely to churn
  22. 22. What makes Nexus unique?
  23. 23. 7The qualities of Nexus
  24. 24. Nexus transforms customer data It consolidates customer touchpoints into a rich, single-customer view. 1
  25. 25. Nexus tracks online buying behaviour It helps to target customers and prospects with tailored messages in the right place at the right time. 2
  26. 26. Nexus enhances knowledge of customers It taps into a wealth of contact-level insights and behaviours from our business universe of more than 10 billion records. 3
  27. 27. Nexus predicts the customers most likely to buy or churn It analyses buying behaviour patterns using machine learning technology. 4
  28. 28. Nexus improves campaign accuracy It continuously refines and improves the performance of marketing campaigns using self-learning algorithms. 5
  29. 29. Nexus helps tailor messages to the most effective channels It identifies the communication channels that generate the highest response rates. 6
  30. 30. Nexus helps prioritise your marketing effort and increase ROI It helps you rapidly grow market share using predictive customer behaviour models, including propensity-to-buy, propensity-to-churn, lead scoring and look-a-like models. 7
  31. 31. Nexus is: a strategic imperative driving retained revenues
  32. 32. Our approach We combine over 20 years of data management experience with the latest customer behaviour modelling. Our self-learning, automated processes deliver the best results in a scalable way.
  33. 33. What’s more, Nexus models are honed over time. As more data is passed through Nexus, our machine learning models identify patterns in behaviour, which strengthen their predictive powers.
  34. 34. This provides a great opportunity to generate annualised revenue streams in monthly cycles and has become a vital ingredient for our customers’ success.
  35. 35. Nexus in action A recent Nexus campaign helped to transform the go-to-market strategy for iprism Underwriting Ltd. The results speak for themselves:
  36. 36. 250% increase in broker marketing engagement 40% increase in sales 6th position for iprism in Insurance Times’ E- Trade Broker Insight Report 2015 100% sales records broken