Instructed by Zak Garner.

1. HOW
TO
INCREASE
B2B
DIGITAL
MARKETING
ROI
USING
PREDICTIVE
INTELLIGENCE
ZAK
GARNER
|
DIRECTOR
OF
CUSTOMER
SUCCESS
|
6SENSE
Zak@6Sense.com
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2. ZAK
GARNER
Zak
is
a
dedicated
markeHng
professional
with
experience
across
B2B
and
B2C
technology
sectors.
At
6Sense,
Zak
channels
his
passion
for
markeHng
technologies
and
strategic
communicaHons
planning
toward
helping
customers
maximize
their
return
on
predicHve
intelligence.
He
is
also
focused
on
building
6Sense’s
data
and
channel
partnerships.
Prior
to
joining
6Sense,
as
DWA’s
Director
of
New
Media,
Zak
was
charged
with
innovaHng
the
communicaHons
planning
pracHce
and
onboarding
new
clients.
2
Director
of
Customer
Success,
6Sense
www.6Sense.com
Zak@6Sense.com
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3. WHAT
ARE
WE
DISCUSSING
TODAY?
1. Why
PredicNve
Intelligence?
2. Applying
PredicNve
Intelligence
to
B2B
digital
markeNng
and
adverNsing
tacNcs
3. Key
takeaways
3
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4. DATA
FUELS
NEW
CAPABILITIES
IN
B2B
MARKETING
4
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MarkeHng
AutomaHon
&
CRM
Demand
Gen,
Content
&
Resources
AdverHsing
&
Social
Web
Site
IntegraNon
Technology
+
Insights

5. PROSPECTS
ARE
SELF-­‐EDUCATING
5
Prospects
are
nearly
60%
of
the
way
through
their
purchase
decision-­‐making
process
before
engaging
a
sales
rep
–
Corporate
ExecuNve
Board
&
Google
Source:
The
Digital
EvoluHon
in
B2B
MarkeHng,
CEB
&
Google,
2012
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6. ABM
AND
B2B
DIGITAL
SPENDING
ARE
ON
THE
RISE
6
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Source:
Forrester
Research
&
BMA
Joint
Survey
,
Jan.
2014
B2B
marketers
say
their
digital
spend
will
increase
to
33%
of
total
markeNng
investment
–
Forrester
&
BMA
Source:
ITSMA
Account
Based
MarkeHng
Survey,
Oct.
2013
“Believe
the
Hype
-­‐
You
Should
Be
Doing
Account-­‐Based
MarkeNng”
–
SiriusDecisions

7. YET,
B2B
AUDIENCE
TARGETING
STRATEGIES
ARE
OUTDATED
7
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“We
need
Sales
Ready
Leads!”
“I
only
want
to
target
Enterprise
CIOs”
“Decision
Makers+
with
2
custom
qualifying
quesNons”
“Who
are
you
working
this
quarter?”
“This
is
who
bought
from
us
last
year”
“Let’s
just
target
the
G2000”
ABM
TargeNng
Lead
AcquisiNon

8. WHICH
50%
ARE
YOU
WASTING?
8
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“Half
the
money
I
spend
on
adver4sing
is
wasted;
the
trouble
is
I
don't
know
which
half”
–
John
Wanamaker
Many
companies
experience
• Insufficient
return
on
demand
gen
campaigns
• MarkeHng
and
sales
teams
are
not
aligned
• ABM
not
bringing
in
net
new
opps
• Inability
to
synch
communicaHons
and
data
for
prospects
across
channels

9. THIS
BRINGS
US
TO
PREDICTIVE
INTELLIGENCE
9
Combine
buyer
profiles
with
buyer
behaviors
and
idenNfy
key
spikes
in
research-­‐related
acNvity
to
hone
in
on
your
best
prospects
–
right
now
• CRM
• MAP
• Web
Site
• Bookings
• Call
Center
• B2B
Research
• Social
AcHviHes
• CommuniHes
• Search
AcHviHes
• Business
Databases
Example
Data
Sources
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10. PREDICTIVE
INTELLIGENCE
ELIMINATES
MARKETING
WASTE
AND
CREATES
NEW
AUDIENCE
INSIGHTS
10
Maximize
markeNng’s
ability
to
influence
your
prospect’s
purchasing
decisions
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IdenNfy
where
a
company
is
in
the
buying
cycle,
the
products
or
services
they
want,
their
likelihood
to
purchase,
when
and
for
how
much
• Lead
scoring
for
prospect
companies
and
contacts
• Net
new
lead
generaHon
and
list
building
• Push
results
into
MAP,
CRM,
CMS
and
more
• Increase
MQL-­‐SQL
Conversion
Rate
• Fuel
Account-­‐Based
MarkeHng
• Arm
sales
reps
with
relevant
talking
points
• Close
more
deals

11. WHICH
GIVES
YOUR
SALES
TEAM
AN
UNFAIR
ADVANTAGE
“Predic4ve
intelligence
allows
you
to
truly
extract
the
most
value
from
the
hard
work
of
building
a
digital
ecosystem
and
studying
the
digital
body
language
of
customers
and
prospects.
“Maximum
value
is
derived
when
you
use
human
and
machine
intelligence
from
both
inside
and
outside
your
digital
walls,
to
power
a
predic4ve,
‘early
awareness
system’
that
iden4fies
new
sales
opportuni4es.
“This
gives
your
sales
team
an
unfair
advantage
to
gracefully
enter
the
buyer's
digital
journey
earlier
and
be?er
informed
than
the
compe@@on.”
11
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Nick
Panayi,
Director,
Global
Brand
&
Digital
MarkeHng
SiriusDecisions
named
CSC
as
1
of
its
6
ABM
Programs
of
the
Year
award
winners
at
their
2014
Summit

12. AND
GENERATES
THE
ROI
YOU
NEED
12
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Customer
success
stories
based
on
PredicNve
Intelligence

13. PREDICTIVE
INTELLIGENCE
&
B2B
MARKETING
13
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15. TAKE
ADVANTAGE
OF
PREDICTIVE
INTELLIGENCE
15
Seamless
applicaNons:
Push
to
call
center,
MAP
and
CRM
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PredicHve
Intelligence
Call
Center
MarkeHng
AutomaHon
Customer
RelaHonship
Management
• Script
development
• Prospect
and
qualify
top-­‐of-­‐
funnel
leads
• Lead
Scoring
• Nurturing
segmentaHon
• PersonalizaHon
• Increase
MQL
to
SQL
conversion
• Create
opportuniNes
• Lead
Scoring
• Enrichment
• Arm
reps
with
relevant
talking
points
• Target
accounts
• Close
deals

16. ACTIVATE
DATA
ACROSS
WEB
ACTIVITIES
PredicNve
Intelligence
Call
Center
Scripts
ProspecHng
MarkeNng
AutomaNon
PredicHve
Lead
Scoring
SegmentaHon
Nurture
Campaigns
RetargeHng
CRM
PredicHve
Lead
Scoring
Enrichment
Talking
Points
&
Intel
Target
Accounts
Web
Site
PersonalizaHon
Content
RecommendaHon
Chat
RetargeHng
AdverNsing
Display
&
Video
Social
Media
RetargeHng
Lead
GeneraNon
Email
&
Lists
Content
SyndicaHon
Online
Events
+33%
of
B2B
MarkeNng
Investment
(Forrester
&
BMA)

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17
DEEP
DIVE:
INCORPORATING
PREDICTIVE
INTELLIGENCE
INTO
WEB,
ADVERTISING
&
LEAD
GEN
INCLUDING
FORTUNE
250
B2B
IT
CASE
STUDY
RESULTS

18. COMPANY-­‐TARGETED
DISPLAY
ADVERTISING
18
• Segment
and
personalize
• RelaHonship
to
your
company
• Role
• Buying
stage
• Company
size
and
industry
• Product
fit
• Create
impact
at
different
stages
• Improve
brand
&
product
awareness
• Drive
to
recourses
for
consideraHon
and
compeHHve
posiHoning
• Capture
inbound
leads
• Aircover
for
nurturing
&
sales
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Enterprise
IT
Case
Study
Goal:
Create
momentum
with
top
250
enterprise
accounts
Approach:
SoluHon-­‐level
ads
personalized
to
companies
drove
to
LPs
with
video
&
content
KPI:
Lij
in
site
traffic
from
target
accounts
Result:
44%
of
accounts
increased
traffic
and
total
traffic
from
target
accounts
rose
by
58%
over
6
months
Focus
ad
buys
on
companies
where
you
have
PredicNve
Intelligence
into
buying
stages,
product
interests
and
other
alributes

19. COMPANY-­‐
AND
CONTACT-­‐TARGETED
SOCIAL
MEDIA
19
• LinkedIn
is
only
network
for
company-­‐level
and
job
role
targeHng
at
scale
• Facebook
is
most
pervasive,
with
ad
exchange
integraHon
• Twiler
offers
lead
capture
• Use
hashing
across
social
networks
to
uniquely
target
your
known
email
records
without
releasing
your
company
email
databases
LI
Sponsored
Update
LI
Display/Text
Ad
LI
InMail
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Facebook
RHR
Twiler
LG
Card
Connect
PredicNve
Intelligence
results
to
social
ad
buying

20. WEB
SITE
PERSONALIZATION
20
• Connect
PredicHve
Intelligence
with
CMS
and
tesHng
tools
• Repurpose
content
to
create
dynamically
customized
hero
banners,
descripHons,
offers,
etc.
• Map
to
company
segments,
size,
industries,
buyer
profiles
&
more
• ProacHvely
idenHfy
visitors
as
customers
or
prospects
to
address
them
with
new
offers
or
cross-­‐/up-­‐sell
opportuniHes
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OpNmally
engage
your
audience
from
the
first
page
view
based
on
PredicNve
Intelligence
about
each
visitor
Sample
B2B
Wireframe
(Demandbase)
Personalize
to
your
audience

21. DISPLAY
RETARGETING
21
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Leverage
audience’s
real-­‐Nme
behaviors
to
determine
targeNng,
messaging
• Treat
each
visitor
uniquely
• Can
target
and
omit
specific
companies
to
prioriHze
investment
Site
• Only
serve
ads
when
individuals
at
select
companies
are
acHve
on
your
web
site
Responsive
• Use
email
and
acHvity
data
to
target
individuals
with
ads
across
the
web
• Re-­‐engage
“stuck”
pipeline
CRM
Enterprise
IT
Case
Study
Goal:
Create
momentum
with
top
250
enterprise
accounts
Approach:
Retarget
site
visitors
with
personalized
ads
based
on
their
page
views
and
drive
to
gated
content;
Responsively
target
“Her
2”
accounts
ajer
they
show
interest
at
the
web
site
KPI:
SQLs
and
piped
opportunity
value
Result:
RetargeHng
drove
leads
that
accounted
for
$40MM
in
opportuniHes

22. COMPANY-­‐TARGETED
CONTENT
SYNDICATION
• Build
controlled
and
measurable
lead
gen
campaigns
that
fuel
MAP
email
nurturing
• Tailor
content
syndicaHon
approach
to
most
important
company
statuses
and
stages
• Source
net-­‐new
contacts
and
increase
consideraHon
amongst
current
prospects
22
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Only
pay
for
leads
at
target
companies
and
suppress
exisNng
contacts
Sample
Lead
Capture
Form
(Bizo)
Enterprise
IT
Case
Study
Goal:
Create
momentum
with
top
250
enterprise
accounts
Approach:
Promote
soluHon-­‐level
content
that
maps
to
target
accounts
to
capture
nurture
leads
KPI:
Target
account
leads
Result:
400
leads;
Companies
that
increased
web
traffic
the
most
also
downloaded
5+
assets
(avg.)

23. ALIGN
TACTICS
TO
BUYING
CYCLE
23
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• Choose
acHviHes
appropriate
for
the
buying
cycle
stages
• Set
macro
and
acHvity-­‐specific
KPIs
• Align
messages
to
prospect
alributes
• Share
strategy
and
data
between
markeHng,
ops,
sales
and
call
center
• ConHnuously
asses
with
ad/markeHng
tech
partners
and
agencies
where
PredicHve
Intelligence
can
be
applied
Tips
252,019
37,188
5,263
49,959
5,393
27,641
2,316
3,112
2,230
Call
Center
Net-­‐New
Net-­‐New
Net-­‐New
Net-­‐New
PrioriHzed
PrioriHzed
PrioriHzed
PrioriHzed
280,181
Accounts
Ads,
Social
&
Lead
Gen
List
Build
Sales
Email
Nurturing
Web
Site
&
RetargeHng

24. KEY
TAKEAWAYS:
PREDICTIVE
INTELLIGENCE
AND
B2B
MARKETING
1. Advances
in
data
management,
analyNcs
and
targeNng
enable
B2B
marketers
to
build
well-­‐oiled
prospecNng,
lead
nurturing
and
customer
generaNon
engines
2. Don’t
be
complement
when
targeNng
your
audiences:
PredicNve
Intelligence
helps
B2B
marketers
leverage
1st
party,
web
and
market
data
to
generate
insights
and
idenNfy
your
best
prospects
3. PredicNve
Intelligence
has
many
applicaNons
across
B2B
markeNng
and
sales
databases,
web
properNes
and
campaigns
4.
Prospect
and
customer
intelligence
is
only
as
valuable
as
it
is
applied
5. Fueling
digital
campaigns
and
lead
gen
with
PredicNve
Intelligence
gives
B2B
marketers
and
sales
pros
the
best
opportunity
to
improve
ROI
and
close
deals
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25. ©
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THANK
YOU!
LET’S
CONNECT
Zak
Garner
Director
of
Customer
Success,
6Sense
Zak@6Sense.com
www.6Sense.com