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1Proprietary & Confidential
Predict Your Next CustomerBrian Kardon, CMO
@bkardon
3
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
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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
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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!
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$4.95In Stock
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35%
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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
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Algorithmic trading has replaced human trading.
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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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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
Purc
hase
Pro
babi
lity
20% 40% 60% 80% 100%
Predictive Targeting
0%
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BusinessBankingExample
0 1,000 2,000 3,000 4,000 5,000 6,000 7,0000%
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PredictedAverage
Accounts
Purc
hase
Pro
babi
lity
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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0 1,000 2,000 3,000 4,000 5,000 6,000 7,0000%
5%
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PredictedAverage
Accounts
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Pro
babi
lity
Predictive Targeting
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
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0 1,000 2,000 3,000 4,000 5,000 6,000 7,0000%
5%
10%
15%
20%
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30%
35%
40%
PredictedAverage
Accounts
Purc
hase
Pro
babi
lity
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
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Title Industry Revenue Company Size Lead Source
Emails Opened Page Views Whitepaper
DownloadsWebinar
ViewsEvents
Attended
Lattice Added Hundreds of Critical Attributes
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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 …
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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
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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
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Thank you!
Brian KardonCMO, Lattice Engines
@bkardon