1.
PREDICTING
How predictive analytics will
transform B2B marketing
THE FUTURE OF
B2B MARKETING

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.
ways B2B buying behaviour has
changed…

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.
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.
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.
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.
In this radically
different
marketing
landscape,
marketers and
agencies are
struggling to
understand
customer
behaviour.

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.
So, what’s the solution?

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.
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.
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.
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.
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.
According to IBM,
75%
of buyers now expect
organisations to
understand their
individual needs.

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.
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.
And that’s why we built Nexus.

20.
Nexus is a
best-opportunity prediction service
for B2B organisations.

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.
What makes
Nexus unique?

23.
7The qualities of Nexus

24.
Nexus transforms customer data
It consolidates customer touchpoints into a
rich, single-customer view.
1

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.
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.
Nexus predicts the customers most
likely to buy or churn
It analyses buying behaviour patterns
using machine learning technology.
4

28.
Nexus improves campaign accuracy
It continuously refines and improves the
performance of marketing campaigns
using self-learning algorithms.
5

29.
Nexus helps tailor messages to the
most effective channels
It identifies the communication channels
that generate the highest response rates.
6

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.
Nexus is:
a strategic imperative driving retained
revenues

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.
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.
This provides a great opportunity
to generate annualised revenue
streams in monthly cycles and has
become a vital ingredient for our
customers’ success.

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.
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