1. Customer Lifecycle Analytics for B2B Sales & Marketing Presented by Lisa Fiondella & Mark Pendleton Nashville Analytics Summit November 2015

2. What is B2B Customer Lifecycle Analytics? 2

3. 3 Why Now? 1)B2B data is more robust 2)Enabling technologies 3)Successful Large B2B Adoptions 4)The Time is Right

4. Let’s Break It Down 4 Cold  Warm  Qualified New  Mature  Loyal  At Risk  Departed Identify  Segment

5. 5 What Analytic Solutions Are Out There?

6. Prospects 6 Identify  Segment Prospect Segmentation Prospect Lead Scoring

7. Leads & Opportunities 7 Online lead scoring Nurtured lead scoring Pipeline Scoring Cold  Warm  Qualified

8. Customers 8 Customer Segmentation Activation/Onboarding Scoring Cross-Sell & Up-Sell Scoring Retention Scoring Win-Back Scoring New  Mature  Loyal  At Risk  Departed

9. Segmentation Case Study 9 SaaS company with 20K customers Want to better understand the important characteristics of their customers Greater insight = better sales and marketing performance

10. Segmentation Case Study - Results Two primary customer segments emerged - transactors and subscribers Identified specific data points that allowed customers to be “bucketed” into like segments 10

11. Segmentation Case Study - Actions Transactors assigned to e-commerce channel – online marketing only w/ streamlined order capture Sales assignments and territories aligned to specific subscriber customer segments Business reporting refined around business segments and sales channels 11

12. Lead Scoring Case Study 12 Average Sale $2,900 Mktg Cost Per $8.00 DecileLeadsCumulativeResponders Close RateSales $Cum Sales $Cum SpendMCPS Avg Cum MCPS 1 10,000 1,450 15% $4,205,000 $ 80,000 $ 55 2 10,000 20,000 1,300 13% $3,770,000 $ 7,975,000 $160,000 $ 123 $ 87 3 10,000 30,000 1,180 12% $3,422,000 $11,397,000 $240,000 $ 203 $122 4 10,000 40,000 1,010 10% $2,929,000 $14,326,000 $320,000 $ 317 $222 5 10,000 50,000 900 9% $2,610,000 $16,936,000 $400,000 $ 444 6 10,000 60,000 750 8% $2,175,000 $19,111,000 $480,000 $ 640 7 10,000 70,000 580 6% $1,682,000 $20,793,000 $560,000 $ 966 8 10,000 80,000 490 5% $1,421,000 $22,214,000 $640,000 $1,306 9 10,000 90,000 360 4% $1,044,000 $23,258,000 $720,000 $2,000 10 10,000 100,000 200 2% $ 580,000 $23,838,000 $800,000 $4,000 Total 100,000 8,220 8%$23,838,000 Revenue objective and marketing budget from CFO Lifetime Value from customer analytics Marketing has responsibility for optimization

13. Lead Scoring Case Study 13

14. Pipeline Scoring Case Study Tech company with a 125-member sales team using Salesforce.com Thousands of sales opportunities, in various pipeline stages based on subjective assignment by the sales representative 14

15. Pipeline Scoring Case Study Modeled CRM and external data and ranked opportunities for "probability of close” Sales efforts refocused on high probability accounts 15

16. Pipeline Scoring Case Study - Results Increased close rate by 7% in a 6-month period Resulted in new business sales in excess of $800K 16

17. Thank You! 17 Lisa Fiondella CEO, reFocus Analytics LLC LFiondella@reFocus-Analytics.com @lisafiondella (404) 374-9710 Mark Pendleton President, Reforma Solutions Inc. markrpendleton@reformasolutions.com (404) 435-3584