brian kardon - predict your next customer: the power of predictive analytics

1Proprietary & Confidential

Predict Your Next CustomerBrian Kardon, CMO

@bkardon

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About Brian Kardon …

CMO

CMO

CMO

CMO

Partner Top 10 Global CMO (The CMO Institute)

Top 50 Most Influential People in Sales Lead Management (Sales Lead Mgmt. Association)

Top 15 CMO on Twitter (@bkardon)Proprietary & Confidential

Stock price: from $13 to $35

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Doing all the right things …

Proprietary & Confidential

Marketing automation Sales force automation Lead nurturing Lead scoring Personas SLAs in place Great marketing team Awesome Sales team

94% of your Marketing-Qualified Leads

(MQLs)will never close

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What’s wrong here?▶ 94% of all Marketing Qualified Leads will never close1

▶ 52% of sales reps in US did not make quota last year2

▶ Sales reps spend 68% of their time on administration and preparation, not speaking with customers3

______________________________________Source: 1 Sirius Decisions; 2 CSO Insights; 3 IDC

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What is the pattern?

ThenRadio

Cable TVTaxi

BookstoreHotels

Thermostat

NowPandoraNetflixUber

AmazonAirbnbNest



Purchases Items you have added to cart, but abandoned “Dwell” times Product ratings Address What your neighbors buy Birthday Sizes: yours + family + friends If you are cheating on your partner!


$4.95In Stock


35%

Proprietary & Confidential 1313

Source Selected AttributesMarketing Automation Contact name, title, company, open rates, unsubscribes, web

visits, pages visited, lead score, video views, downloads

CRM System Company, contact information, win/loss, deal value

Product Usage Logs Features used, logins, session length, collaboration

Purchase History Products purchased, prices paid, discounts, contract terms

Customer Support History Complains, resolutions

Public Websites Job postings, grants, litigation, patents, contracts, locations. growth

Company Websites Language(s), products, shopping cart, executive team profiles

Social Websites Company and personal profiles, likes, comments, updates, friends/connections/followers, usage

Media News articles and stories, product launches, announcements, press releases, litigation

Private Databases Credit ratings, financial history, construction permits/starts, deployed technologies


Algorithmic trading has replaced human trading.


Who is the Jeopardy player in the middle?

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Finding the Trigger …

Category Predictive TriggerLikelihood to Convert from MQL to SQL

Foreign Exchange Services New office opened overseas 5x

Switches & Routers New lease is signed 3xMarketing Software Spike in social media activity 3x

Financial Software New CFO hired who previously bought from you 8x


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Predictive Targeting

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BusinessBankingExample

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Predictive TargetingAccounts Likely to Have Specific Financial Service Need in Next 90 Days

20% 40% 60% 80% 100% 0%

Highest Probability Segment

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Companies with the following conditions…Balance of Trade ChangeBusiness has experienced >100% increase in balance of trade with Canada, China or Mexico in the past 30 days

Recent Hire of Finance ExecutiveBusiness has hired a Chief Financial Officer or senior controller within the past ninety (90) days

>30% Increase in Search Advertising in the past 30 days

Recent Expansion in Hiring & Recruiting

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0 1,000 2,000 3,000 4,000 5,000 6,000 7,0000%

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Different Contact Strategy by Segment

20% 40% 60% 80% 100% 0%

Engage via Front-Line Bankers

Mid-stage Nurture

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Current Marketo Scoring


Title Industry Revenue Company Size Lead Source

Emails Opened Page Views Whitepaper

DownloadsWebinar

ViewsEvents

Attended

Lattice Added Hundreds of Critical Attributes


Title

Emails Opened

Industry

Page Views

Revenue

Whitepaper Downloads

Company Size

Webinar Views

Lead Source

Events Attended

Micro-Vertical Growth Capital or

FinancingBusiness Change

Technology Sophistication

VirtualHost

Count

Network (Fibre, iSCSI)

Existing Desktop

Virtualization

Storage & Backup Type

Recent Exec Hiring …


Recent VDI Completed>200 client systems converted to virtual desktop within recent 6 months

Storage Utilization SurgeArrays demonstrated >10% increase in utilized space in recent 6 months

High-SophisticationStorage environment included fibre channel, iSCSI and NFS storage; server included enterprise-class HP storage arrays

High-SophisticationVirtual desktops for >500 clients; 50+ TB of storage capacity

Tape-Based BackupCompany has tape-based systems for backup of data

Microvertical – High Unstructured DataCompanies in micro-vertical (BIOPHARMA – R&D) have 10X average unstructured data and long retention periods

Multi-Location Data CenterCompany has 3+ locations flagged as “data centers” with additional for subsidiaries

Regulated Retention RequirementsCompany operates in industry (banking, insurance, etc.) with elevated data retention requirements

Multi-Lead InterestLeads generated by multiple contacts at the same company

Current Scoring

Lattice Scoring

HIGHEST9.8X

10Current Scoring

27Current Scoring

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Lattice Scoring

HIGHEST9.8X

Lattice Scoring

HIGHEST9.8X


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 do more – from lead scoring to predictive lead scoring

▶ Find your trigger … target selectively and quickly


Thank you!

Brian KardonCMO, Lattice Engines

[email protected]

@bkardon

mailto:[email protected]