To view the full webinar replay, please visit: http://www.mintigo.com/launching-predictive-marketing-best-practices-from-insight-enterprises/ Description: http://www.mintigo.com Predictive marketing has been gaining ground as a hot new technology for marketers in recent years. And while some predictive tools are meant to be simple-to-use, it’s easy to get caught in the “shiny new object syndrome”. A well-defined plan with clear objectives and participation with other team members must be in place in order for a predictive marketing initiative to be successfully implemented in your organization. In this session we will hear from Theresa Worrell, Marketing Analytics and CRM Operations Manager at Insight, as she shares best practices and tips on how she planned for implementing Mintigo. We will cover: - Why Insight decided to look into predictive marketing and what objectives they wanted to accomplish - How she coordinated the involvement of the marketing and sales team as well as shaped hiring plans around Insight’s predictive marketing initiative - How predictive was incorporated into the marketing and sales workflows and their lead management process Speakers: - Theresa Worrell, Marketing Analytics & CRM Manager at Insight - Tony Yang, VP of Demand Generation at Mintigo

1. Mintigo Customer Success Webinar Series
“Launching Predictive Marketing:
Best Practices from Insight Enterprises”
Theresa Worrell
Marketing Analytics &
CRM Manager
Tony Yang
VP of Demand Gen

2. House Keeping
Webinar Replay Available
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3. Where do I put my
resources & focus?
Who are my
ideal prospects?
How should I
communicate
to them?
What should I
say to them?
Drive Marketing & Sales Success
With Intelligent Customer Engagement
About Mintigo

4. Insight Proprietary & Confidential. Do Not Copy or Distribute. © 2015 Insight Direct USA, Inc. All Rights Reserved.Insight PresentationInsight’s Tagline Would Go Here Insight Presentation
Predictive Marketing Analytics
Insight – how we are making it work!
Theresa Worrell, Marketing Analytics and CRM Manager

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Building a Predictive Marketing Group in four steps!
People, Process and Tools – what to look for an why in each area
1. People: Setting goals and expectations with your Sales, Marketing,
and PM organization and determining how to set up your team
2. Process: How can you utilize your existing processes or create new
ones to be successful
3. Tools: Now what! What kind of tool do you look for – what does it
need to include

6. Insight Proprietary & Confidential. Do Not Copy or Distribute. © 2015 Insight Direct USA, Inc. All Rights Reserved.Insight Presentation
+
=
+
Data Tools Meaningful connections
Exceptional
client experiences
PEOPLE: Build Tools and Processes to achieve our goals

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PEOPLE: What Goals and Challenges do you have?
Goals:
1. Provide campaign plays that will be effective and generate revenue.
2. Process must show ROI
3. Process must be actionable by Sales team, meaning, they can understand
and play a key role
4. Leadership teams bought in 100%
Challenges:
1. New CRM & fairly new marketing automation tool– struggling with
adoption
2. Marketing Leads vs Sales Leads vs Opportunities vs Cold call – oh my!
3. Contact wild wild west

8. Insight Proprietary & Confidential. Do Not Copy or Distribute. © 2015 Insight Direct USA, Inc. All Rights Reserved.Insight Presentation
PEOPLE: Build Predictive Marketing Analytics team
Predictive Marketing Analytics
The ability to discover, target, and engage the customers and prospects
who are the most likely to buy based on attributes including digital
activity
Enterprise
Analyst
(Corporate &
Majors)
Verticals Analyst
(HC, Federal,
State & Local,
Education)
SMB Analyst
(SMB)
Service Provider
Analyst
(SP)
Services
Analyst/ Special
Campaigns
(Partners, etc)
*Develop and run models and use cases to enable the discovery of profiles for ideal
customers, target prospects who are most likely to buy, work to shorten sales life
cycles, and increase overall efficiency of campaign.

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PROCESS: What does your existing Sales Cycle look like?
• Does your sales team call on Leads?
• Do you have a Lead Qualification Team?
What we did:
Focused Sales Team on one area within CRM
1. Implemented Lead Qualification Team
• Qualify all incoming leads generated by digital efforts.
• When a buying opportunity is identified lead converted to an
opportunity and assigned to Account Executive
2. Developed Prime Target List effort
• For Campaign plays that utilize Predictive Marketing Analytics assigned
Sales Teams activities within the CRM to call contacts within their
accounts.
3. Provided “Client Profile” tab in CRM to show Marketing Indicators
• Company Attributes
• Cloud/ Mobile/ Data Center Attributes
• Partnerships and Installed Technologies
• IT Hiring Attributes

10. Insight Proprietary & Confidential. Do Not Copy or Distribute. © 2015 Insight Direct USA, Inc. All Rights Reserved.Insight Presentation
PROCESS: Predictive marketing analytics process
All clients &
prospects
Targeted
marketing
activities
Predictive models
to prioritize (Rank and
Score)
Focus efforts on the
highest-ranked targets;
nurture campaigns
for others
Results in effective leads
& more opportunities
Better
leads
----
Improve
efficiency

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PROCESS: Working together to get things done!

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TOOLS: Picking a tool– make the right decision
• Do you have multiple Data Scientists?
• Do you have new analysts to ramp up quickly?
• What does your data look like?
What we did
1. Let the tool do the heavy lifting!
• Data cleansing
• Ranking, scoring, filtering, integrating to CRM
2. Ability to easily build models on our own and analyze data
• Access data via export
• Ability to manage the targets vs. forced integration
3. Anyone can run the model – even an analyst can do it!
• Models are easy to understand
• Cooperative UI
4. Marketing led tool as opposed to Sales focus
• Tool that understands marketing and its efforts
• Processes center around Marketing first with ability to have Sales interaction in
CRM

13. Insight Proprietary & Confidential. Do Not Copy or Distribute. © 2015 Insight Direct USA, Inc. All Rights Reserved.Insight Presentation
TOOLS: (Data + Tools): Predictive marketing plays
Propensity
to buy by all
technology
offerings
Existing clients New clients
Propensity
to buy by all
technology
offerings
Cross-sell/
upsell
propensity
to buy
scores per
offering
• IT hiring
attributes
• Company profile
attributes
• Cloud/mobile/data
center attributes
• Partnerships &
installed
technologies
Client profile in
ClientLink
Targets for premium marketing plays – Kickoff with Sales Team
includes training for Prime Target Lists

14. Insight Proprietary & Confidential. Do Not Copy or Distribute. © 2015 Insight Direct USA, Inc. All Rights Reserved.Insight Presentation
TOOLS: Building the Model Inventory
Foundational Models
Corporate Technology
offering/ Honeycomb
• Data Center
• Devices
• Security
• Software
• Managed Services
• Microsoft
Propensity to Buy
Lead Based Model
SMB Technology offering/
Honeycomb
• Data Center
• Devices
• Security
• Software
• Managed Services
• Microsoft
Propensity to Buy
Lead Based Model
Cloud SMB
Propensity to Buy
Lead Based Model
Insight General
Propensity to Buy
Lead Based Model
Specialized Models (this will grow)
MS CSP
Propensity to Buy
Lead Based Model
Lightspeed
Propensity to Buy
Lead Based Model
Skylake
Propensity to Buy
Lead Based Model
Marketo
Rules set
up to send
leads to
SMB or
Corporate
Model
ClientLink
Contacts enriched with
Indicators and Technology
Score i.e,
• Data Center = 94
• Devices = 84
• Security =45
• Software = 32
• Managed Services = 78
• Microsoft = 47
Account Based Models – TBD
Cross Sell/ Upsell Models– TBD
ExistingClients/NewClients
Accounts enriched with
Indicators and Technology
Score in spreadsheet for
Prospecting i.e,
• Data Center = 94
• Devices = 84
• Security =45
• Software = 32
• Managed Services = 78
• Microsoft = 47
Real
time
For
PMA
Plays
Rules set
up to send
leads
correct
campaigns
according
to PMA
Play
execution

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Results to date

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Collaboration with Sales
“I know who to hammer!”
~Sales Manager

17. Q&A

18. Want To Learn More?
www.min&go.com/resources
www.min&go.com/blog

19. Thank You!
Tony Yang
VP of Demand Gen
tony@mintigo.com
Theresa Worrell
Marketing Analytics & CRM
Manager
theresa.worrell@insight.com