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What drives the predictive marketing revolution?

December 2015

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Thank you for joining us

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JESSICA CROSSDirector, Audience Marketing@jfayesf

JIM WALKERVP of Marketing@jaymce

What we will cover…1. What is driving Predictive

Marketing?2. Predictive Marketing

maturity & predictive readiness

3. How to get started down your predictive journey?

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Predictive is about precision. How closely can you match your content to what the prospect or customer actually cares about, or what they’re struggling with right now?

Matt HeinzPresident, Heinz Marketing

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Predictive Analytics the practice of extracting information from existing data sets in order to

determine patterns and predict future outcomes and trends. Predictive analytics does not tell you what will happen in the future, rather, it forecasts what

might happen in the future with an acceptable level of reliability .

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So then, what is Predictive Marketing?

THREE DRIVERS1. Linear scale storage and

compute2. Ubiquity of access3. Simplicity of the cloud

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Predictive MarketingThe use of internal and external buyer data (companies & people) to model a best fit prospect and then predict and prescribe actions based on individual prospect signals

©2015 EverString

Report: State of Predictive Marketing

98% of marketers are either fully committed to predictive or are implementing predictive marketing

67% of marketers are using both behavioral & firmographic attributes

68% of marketers believe predictive marketing will be a key piece of the marketing stack

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Marketing structure and strategy maturity

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A note about our methodology

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How mature are you with marketing technology

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Most marketers are fairly mature

in their marketing

technology stack

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Lead scoring as key indicator of maturity

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Scoring has become a

standard practice for most

organizations

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What does predictive mean for your organization?

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There is general awareness of

predictive marketing tools & techniques but it

is still an emerging practice

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Company size and predictive marketing

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Larger organization seem to be the

early adopters of predictive

strategies at this point

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Do you believe predictive will be a key piece of your martech stack?

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However, pretty much everyone

agrees that predictive will be a

key piece of the marketing

technology stack

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Technology stack of predictive marketers

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And it is still mostly used by

the most mature marketing

technologists

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Are you an account based marketer?

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By combining ABM with predictive

marketing you can actually

target the right accounts with

much more precision.

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How to: Account Based Marketing

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Who What How Measure

Predictive Marketingstarts with

Audience Selection

The process of using data to identify your

target accounts

Model your best customer and derive targets from all

accounts in the world

D

D

D

D D

D D

D

D

D

D

D

D

C

D

C

D

C

C

C

C

D

C

C

D

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C

C

D

C

C

D

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D

C

A

A

A

A

A

B

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B

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Decision Platform

EverString provides your precise account list

Scores Net New ProspectsTargeted

Account List

internet

commercial sources

crawl pixelsip traffic

11M Accounts

20KSignals

Marketing AutomationCRM

Your Data, Your Model

Audience Selection

Who What How Measure

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How to: Account Based Marketing

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Account Research & Information

Use a specialized SDR to research &

complete the signal list and identify

individuals

Who What How Measure

Run a mini-marketing organization around each account to develop account persona and explicit

contentMessaging

Account Personas

Create a persona for the account to

drive message

Data Preparation

Map leads to accounts

Improve data quality

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How to: Account Based Marketing

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Who What How Measure

Develop and run explicit

plays

Identify Decision Maker Physical Mailer Email Nurturing Invite to Micro Event SDR Call w/ALL

Identify Influencers Targeted Display Postcard Email Nurturing SDR Call w/ ENGAGED

Influencers:

Decision Maker:

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There can be clear alignment when you have an ABM strategy coupled with predictive marketing. Predictive tells you what accounts to go after, and ABM streamlines the actual process of going after these accounts and measuring your success

Jon MillerFounder & CEO, Engagio

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Key findings

98% stated that they are either fully committed to predictive or are implementing predictive marketing

91% of marketers that are defning the future of the company are either fully committed to predictive marketing or are implementing predictive marketing

67% of marketers that use both behavioral & firmographic attributes to score leads are fully committed to predictive marketing

53% of marketers actively engaged in account-based marketing strategies are fully committed to predictive scoring

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We invite you to download the report

NOW

http://bit.ly/2015PMor www.everstring.com

THANK YOU!