#FlipMyFunnel Austin - Tony Yang - How Predictive Empowers Your ABM Strategy Throughout The Flipped Funnel
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Tony Yang, VP of Demand at Mintigo, recently presented “How Predictive Empowers Your ABM Strategy Throughout The Flipped Funnel” at the #FlipMyFunnel Austin.
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#FlipMyFunnel Austin - Tony Yang - How Predictive Empowers Your ABM Strategy Throughout The Flipped Funnel
- 1. How Predictive Empowers Your ABM Strategy Throughout The Flipped Funnel Tony Yang, VP of Demand at Mintigo @tones810
- 2. © Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel Predictive & ABM – Lots of Buzz
- 3. © Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel 1 0 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 0 1 1 0 1 0 1 0 1 1 1 1 0 0 1 0 1 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 0 1 0 1 1 1 0 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0 Ideal Customer Profile (aka “CustomerDNA™”) Customers (“Positives” List) Prospects Predictive Models/ Machine Learning How Predictive Modeling Works Signals From The Web (i.e., tech, org/hiring, financials, intent, etc.)
- 4. © Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel How Predictive Empowers Your ABM 1. Identifies Accounts Most Likely To Buy (Your Ideal Customer Profile)
- 5. © Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel Is This How You Identify Your Target Accounts?
- 6. © Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel = Above $1B in revenue High Tech, Telco, Retail Marketing roles & titles Firmographic Behavior & Customer data Enterprise Target Persona: • Revenue > $1 Billion • Number of Employees • HQ Location • Industry • Contact information • Behavioral data • Product Usage / Ownership $50 Million Annual Marketing Spend Old Way Of Selecting Targets
- 7. © Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel Large Enterprise, High Investment in MarTech Will likely buy Large Enterprise, Low Investment in MarTech Most likely will not buy Mintigo Insights Above $1B in revenue High Tech, Telco, Retail Marketing roles & titles $25 Million wasted annually = • Revenue: Above $1B • Industry: Software & Manufacturing • Marketing Tools: Marin Software, Ensighten, BazaarVoice • CX: ForeSee, OpinionLab • PPC Spend: Above $5K • Alexa Rank: < 100K • CDN: Akamai • Analytics: Adobe Omniture • Hires Demand Gen roles … • Revenue: $100M to Over $5B • Industry: Manufacturing, Healthcare, Software • No Marketing Tools • No CX tools • PPC Spend: Not available • Alexa Rank > 100K • Less Demand Gen Positions • Less other Marketing Indicators … Predicted: Half Of Audience Probably Won’t Buy
- 8. © Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel $25M to $5B in revenue High Tech, Telco, Retail Marketing roles & titles Reinvest $25 Million in the Mid-Market = Large Enterprise, High Investment in MarTech Will likely buy Mid-Market, High Investment in MarTech Will likely buy • Revenue: Above $1B • Industry: Software & Manufacturing • Marketing Tools: Marine Software, Ensighten, BazaarVoice • CX: ForeSee, OpinionLab • PPC Spend: Above $5K • Alexa Rank: < 100K • CDN: Akamai • Analytics: Adobe Omniture • Hires Demand Gen roles … • Mid Market: $25M-$5B • Industry: Software • Marketing Tools: marketing automation, webinar tools, retargeting • CX: Live Chat • PPC Spend: Above $5K • Alexa Rank: 20K-500K • CDN: Amazon CloudFront • Analytics: Google, New Relic • Hires Demand Gen roles … Mintigo Insights “Mid-Market” Enterprises Look Like Buyers
- 9. © Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel Your ICP: Low-Res or HD?
- 10. © Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel How Predictive Empowers Your ABM 1. Identifies Accounts Most Likely To Buy (Your Ideal Customer Profile) 2. Personalizes Your Value Proposition
- 11. © Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel "Without the midi-chlorians, life could not exist, and we would have no knowledge of the Force. They continually speak to us, telling us the will of the Force. When you learn to quiet your mind, you'll hear them speaking to you.” ―Qui-Gon Jinn to Anakin Skywalker Use The Force! our customers right data ABM how to engage embrace predictive data
- 12. © Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel “Non-Intuitive” Insights 5X
- 13. © Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel Predictive Intelligence Drives Relevant Offers
- 14. © Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel How Predictive Empowers Your ABM 1. Identifies Accounts Most Likely To Buy (Your Ideal Customer Profile) 2. Personalizes Your Value Proposition 3. Finds “Net New” Contacts & Accounts
- 15. © Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel 1 0 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 0 1 1 0 1 0 1 0 1 1 0 0 1 0 1 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 0 1 0 1 1 1 0 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0 Predictive Platforms Finds “Net New” Ideal Customer Profile (aka “CustomerDNA™”) Customers Prospects Predictive Models/ Machine Learning Signals From The Web (i.e., tech, org/hiring, financials, intent, etc.) Your Data Records (those already in your funnel) “Total Addressable Market” • Data for tens/hundreds of millions of accounts & contacts • Score all of these accounts & against your ICP • Download net new into your MA or CRM systems, or use in named-account campaigns
- 16. © Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel How Predictive Empowers Your ABM 2. Personalizes Your Value Proposition 3. Finds “Net New” Contacts & Accounts 1. Identifies Accounts Most Likely To Buy (Your Ideal Customer Profile) 4. Enables More Intelligent Engagement
- 17. © Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel
- 18. © Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel “For my ally is the Force, and a powerful ally it is…Its energy surrounds us and binds us.” ―Jedi Master Yoda describing the Force to Luke Skywalker Data, Like The Force, Connects All Things data our martech stack
- 19. © Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel Example With Terminus
- 20. © Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel Highly Targeted, Relevant & Timely Messaging
- 21. © Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel How Predictive Empowers Your ABM 2. Personalizes Your Value Proposition 3. Finds “Net New” Contacts & Accounts 1. Identifies Accounts Most Likely To Buy (Your Ideal Customer Profile) 4. Enables More Intelligent Engagement 5. Reduces Churn, Finds Cross-sell Opportunities
- 22. © Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel Model For Churned Profile & Look For Signals 1 0 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 0 1 1 0 1 0 1 0 1 1 1 1 0 0 1 0 1 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 0 1 0 1 1 1 0 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0 1 0 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 0 1 1 0 1 0 1 0 1 1 1 1 0 0 1 0 1 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 0 1 0 1 1 1 0 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0 Ideal Customer Profile (aka “CustomerDNA™”) Customers (“Positives” List) Prospects Predictive Models/ Machine Learning Signals From The Web (i.e., tech, org/hiring, financials, intent, etc.) Churned Customers (“Positives” List) Signals From The Web (i.e., tech, org/hiring, financials, intent, etc.) MI: Intent – Marketo Ideal Customer Profile Churned Customer Profile
- 23. © Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel Multiple Models For Cross-Sell Opportunities BONUS! Predictive insights enables sales Greater marketing & sales alignment.
- 24. © Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel How Predictive Empowers Your ABM 2. Personalizes Your Value Proposition 3. Finds “Net New” Contacts & Accounts 1. Identifies Accounts Most Likely To Buy (Your Ideal Customer Profile) 4. Enables More Intelligent Engagement 5. Reduces Churn, Finds Cross-sell Opportunities
- 25. © Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel Tony Yang @tones810 tony@mintigo.com Mintigo @mintigo www.mintigo.com
Editor's Notes
- Good morning everyone. Thank you for the warm welcome. My name is Tony Yang and I head up demand gen at Mintigo…which means that I not only market our predictive solution but I am also a practitioner of ABM and get to use our own product as part of our ABM strategy. I also have the benefit of learning from our customers, who are some of the most savvy and forward thinking marketers I’ve ever met. So today, I’ll be sharing some examples from them as well as my own experience in How Predictive Empowers Your ABM Strategy Throughout The Flipped Funnel!
- It’s no surprise that there’s a ton of buzz around ABM and predictive. It’s always interesting to see the rise of these buzzwords as they increase over time, so here’s an obligatory screenshot of these two terms tracked on Google Trends. But come on – what does Google know about marketing…and data. So, I decided to turn to a more authoritative source on these topics – and I was able to find a highly scientific study on what’s hot in B2B marketing - a poll taken on Twitter! This poll was taken during the SiriusDecisions Summit two weeks ago…and let’s face it, who’s considered more of an expert on B2B marketing than the fine people at SiriusDecisions, and who knows more about ABM than the guy who literally wrote the freaking book on it! But on a serious note, ABM is getting a lot of traction because marketers like many of you and myself included, are starting to get on the same page as sales…and we now have the technology and the availability of data to enable us to do so.
- First, let me give a brief explanation on how predictive works so that we’re all on the same page. You start with two sets of data – depending on what use case or problem you’re trying to solve, the desired outcome is used as the “positives” data set. In other words, if you’re looking for more potential buyers or your ideal customer profile, your positives list would be your list of customers…because you want to find more like them.
- So let’s have a moment of honesty here – there’s no need to raise your hands or self-identify…but for those of you who have started implementing a named-account approach before, is this how you’ve create your target account list? I know I’ve experienced this before at my previous companies – I went over to my sales teams and asked them who they’d like to focus on, and they’d come back with a list of this year’s Fortune 500 companies, Inc 5000 companies or any variation of these top company lists that you see on the screen, and then they say let’s go after the top 100 or let’s focus all the companies on this list that fall under a specific industry. Sounds great but how do you really know if the companies on this list are a good fit for your company, and more importantly, how likely they are to buy your solution? A comprehensive ABM strategy not only takes time to build up but also will require a good amount of resources…if you end up focusing your efforts on accounts that will not likely buy your product then you’ll be wasting a lot of your precious time and energy. So this is where the value of predictive marketing solutions like Mintigo really come into play.