With 60 to 90 percent of buyers making their purchase decisions before they hit an organization’s sales funnel, marketing and sales are turning to predictive intelligence to capture unknown prospects and target the right leads. As I have been working with enterprise companies on their lead generation pain points for over 14 years, there are several questions about predictive intelligence solutions that I’m regularly asked on the front-lines. On July 9th, Matt Heinz, president of Heinz Marketing, and I will be leading a discussion on how you can use predictive intelligence to target the right buyers and close more deals. Here’s a sneak peek of what you can expect to learn as we address these questions during the webinar.
In an interview with CMO Eric Siegel, founder of Predictive Analytics World and author of Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die, he commented: “It’s the holy grail of marketing—to proactively pounce on every individual customer opportunity.” By leveraging the sheer amount and variety of data accessible today, marketers and sales can not only “pounce,” but can accurately “pounce” on data-backed leads—a significant change from traditional lead scoring, which uses only a fraction of the data of predictive intelligence. So, what types of data lead to the most accurate prediction of buyers? Heinz and I will discuss the differences between external vs. internal data; behavioral vs. attribute data; and known vs. anonymous data to help you make an informed decision.
What kind of results can you expect to see from predictive intelligence?
Early adopters of predictive intelligence, like Cisco, have already seen promising results from their initiatives. Beyond sales and marketing efficiency gains, predictive intelligence has the potential to improve your business across a number of KPIs—from conversions, to time-to-close, to revenues. I’ll be discussing what results you can and should expect from predictive intelligence, including:
- Improvements in accurate sales forecasting
- Growth of deal sizes
- Closing more accounts
- Personalization of marketing outreach
- Maximization of budgets
What are the differences among predictive intelligence solutions?
It’s critical to evaluate predictive intelligence solutions by how they align to your specific business objectives. Different needs—for example, prioritizing existing leads vs. finding net-new leads—warrant different approaches. Here are a few guiding questions to help you gauge what sort of solution will work for your company. Prepare your answers to these questions ahead of the webinar to find out what solution fits your needs.
- Are you having trouble locating net-new leads? How important are they to achieving your sales pipeline this quarter or year?
- Are you satisfied with current lead scoring processes? What would you like to see improved?
- Are you struggling with low marketing-to-sales qualified lead conversions?
- How much return are you getting from your content marketing? Are you satisfied, for example, with your ad click-through rates?
Re-posted at: Online Marketing Institute Blog