turbo-charge your lead engine with predictive lead scoring #mktgnation14

Turbo-Charge Your Lead Engine with Predictive Lead Scoring

Brian KardonCMO, Lattice

Beki ScarbroughSr. Director Marketing Automation & Analytics, CA Technologies

© 2014 Marketo, Inc. #mktgnation14

Traditional Marketing Modern Marketing “Predictive” Marketing and Selling

From Art to Science


Doing all the right things …

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


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


What is the pattern?

Then

RadioCable TV

TaxiBookstore

HotelsThermostat

Now

PandoraNetflixUber

AmazonAirbnbNest


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


35%

Proprietary & Confidential 88

Proprietary & Confidential 99

Source Selected Attributes

Marketing 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

11Proprietary & Confidential

Algorithmic trading has replaced human trading.


New businesses based on predictive analytics …

Compares song structure to tunes of the past to decide its hit potential

Uses script analysis to predict if your movie will be a hit or a flop

14Proprietary & Confidential

Who is the Jeopardy player in the middle?


Finding the Trigger …

Category Predictive Trigger

Likelihood to Convert from MQL

to SQL

Foreign Exchange Services

New office opened overseas 5x

Switches & Routers New lease is signed 3x

Marketing Software Spike in social media activity 3x

Financial SoftwareNew CFO hired who previously bought from you

8x


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

5%

10%

15%

20%

25%

30%

35%

40%

Average

Accounts

Pu

rch

ase

Pro

bab

ilit

y

20% 40% 60% 80% 100%

Predictive Targeting

0%

BusinessBankingExampl

e


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

5%

10%

15%

20%

25%

30%

35%

40%

PredictedAverage

Accounts

Pu

rch

ase

Pro

bab

ilit

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

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

Highest Probability Segment


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

5%

10%

15%

20%

25%

30%

35%

40%

PredictedAverage

Accounts

Pu

rch

ase

Pro

bab

ilit

yPredictive Targeting

20

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

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


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

5%

10%

15%

20%

25%

30%

35%

40%

PredictedAverage

Accounts

Pu

rch

ase

Pro

bab

ilit

yDifferent Contact Strategy by Segment

21

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

Engage via Front-Line Bankers

Mid-stage Nurture


Where is Marketing Automation?

CumulativeAdoption

Time

AB

C

D

EF

50-70% penetration


Where is Predictive Marketing and Selling?

CumulativeAdoption

Time

AB

C

D

EF


Beki ScarbroughSr Director, Mktg Automation & Analytics

CA Technologies@RASCAR_99


Conversion Rate from MQL to SRL is up…

400%@RASCAR_99


If Henry Ford had asked his customers what they

wanted, they would have said ‘a faster horse’.@RASCAR_99


When Marketing asks Sales what they want, they say

‘more leads’.Funnel Source: Marketo; The-Definitive-Guide-to-Lead-Generation@RASCAR_99


So We Add More of the Same to the Funnel

website

nurturetrials

linkedinanalysts

webcasts

events

sales

advertising

twitterblogs

videos

demos

rfi

?

@RASCAR_99


What If We Looked Outside the Funnel?

@RASCAR_99

Awareness

The funnel is nothing more than a way to explain what marketing does. Let it go.

Deals

Sales Leads

Reputation

Marketing

Leads

Demand Generation

The Marketing Vortex


Comparing Leads to Customers

• Hires 50 new developers • New CIO• Develops own applications • Industry had security breach• Has multiple software releases

Ideal Customer

Ideal Lead

• Downloaded a white paper • Registered for a football game • Downloads a trial• Visited your website • Clicked an online ad

@RASCAR_99


One of These Things is not Like the Other

• Hires 50 new developers • New CIO• Develops own applications • Industry had security breach• Has multiple software releases

Ideal Customer

Ideal Lead

• Downloaded a white paper • Registered for a football game • Downloads a trial• Visited your website • Clicked an online ad

@RASCAR_99


1. Why do we make this solution?2. What problem does it solve?3. How do you find the folks who have

those problems?

Do you have the tools you need?

Do Your Leads Look Like Your Customers?

@RASCAR_99


In Only a Year, CA Went From This…

SFDC

Aprimo

Mktg “Database”

@RASCAR_99

ca.comContent

Syndication


Marketo

MFM

To this. Yet Something Was Still Missing

ca.com

Content Syndicati

on Online Advertisi

ngSocial

Channels


Traditional Lead Scoring: Just a Fancy Catcher

@RASCAR_99


Data Never Stops Happening

@RASCAR_99


Predictive Lead Scoring

@RASCAR_99

Awareness

Deals

Sales Leads

Reputation

Predictive

Leads

Marketing Leads

Demand Generation

The Marketing Vortex: Category 5

@RASCAR_99


Practical Tips

• Ask sales to describe the “perfect customer” • Admit the marketing qualified leads don’t always

match, but don’t discount their importance • Start with your most important solution areas • Trust the guys who do this every day • No need to reinvent any lead process • Keep the feedback loop going, refine • It’s Predictive Lead Scoring, not Psychic Lead Scoring

@RASCAR_99


Give Sales the World (That’s All They Really Want)

website

nurturetrials

linkedinanalysts

webcasts

events

sales

advertising

twitterblogs

videos

demos

rfi

@RASCAR_99

Thank You!