2. Allison Snow, Senior Analyst
WEBINAR Dominate Conversions, Pipeline, And Revenue With Predictive Marketing
Allison Snow, Senior Analyst
@allisonsnow
Peter O’Neill, Vice President, Research Director
@poneillforr
August 30, Call in at 12:55 p.m. Eastern time

4. Age of the customer POWER HAS SHIFTED FROM SELLER TO BUYER
Source: “Winning In The Age Of The Customer” Forrester report

5. Predictive analytics is a strong and misunderstood capability, one that sales and marketers accountable for pipeline and deal acceleration can’t ignore.

6. Agenda
A perfect storm of trends and shifts
The power of predictive illustrated
Drivers of predictive success

7. Agenda
A perfect storm of trends and shifts
The power of predictive illustrated
Drivers of predictive success

8. A perfect storm Technology (big data accessibility)
Business change (marketing and sales)
Buyer behavior change (independent)

9. 62% of marketing decision-makers plan to implement or upgrade predictive analytics solutions during the next 12 months.
Source: Forrester’s Global Business Technographics® Marketing Survey, 2015

10. Predictive sales and marketing now
PRIORITIZATION, PROSPECTING, AND HYPER-SEGMENTATION
Prioritize to focus sales efforts
Prospect to uncover unknown accounts
Hyper-segment to personalize messaging
Source: “What's Possible With Predictive Marketing Right Now?” Forrester report

11. Agenda
A perfect storm of trends and shifts
The power of predictive illustrated
Drivers of predictive success

12. Short case studies Prioritization (lead scoring)
Prospecting (demand generation)
Hyper-segmentation

13. Prioritization
INSIGHTSQUARED
Decreasing lead volume doesn’t mean decreased marketing results.

14. Prospecting Getting into an account early in its buy cycle pays off.
BLUEJEANS
Getting into an account early in its buy cycle pays off.

15. Hyper-segmentation Segmenting by attributes powers conversion rates.
TECHNOLOGY COMPANY
Segmenting by attributes powers conversion rates.

16. Agenda
A perfect storm of trends and shifts
The power of predictive illustrated
Drivers of predictive success

17. Predictive technology navigates big data, but sales and marketing need to drive.

18. But most firms don’t consistently turn data into action
73%
29%
of firms aspire to be data-driven.
of firms are good at turning data into action.
Base: 170 enterprise architecture professionals; Source: Forrester’s Q Global State Of Strategic Planning, Enterprise Architecture, And PMO Online Survey

19. Drive GTM and application of predictive
COMMON ATTRIBUTES OF SUCCESSFUL DEPLOYMENT
Prioritize the customer experience.
Harmonize technology and GTM.
Evaluate your talent.

20. Recommendations Understand sales’ priorities and pipeline chokepoints.
Whip customer data into shape.
Find, attract, and grow data management talent in marketing.
Establish primary core lead scoring practices.
Harmonize technology and go-to-market strategy.

21. Learn more WHAT’S POSSIBLE WITH PREDICTIVE MARKETING RIGHT NOW?
Source: “What's Possible With Predictive Marketing Right Now?” Forrester report

22. Learn more
UPCOMING RESEARCH
Balance Predictive Marketing Analytics With Engagement Mastery: Avoiding The “Now What” Problem
September 2016
The Forrester Wave™: Predictive Marketing Analytics, Q1 2017
January 2017

23. Learn more (cont.)
UPCOMING RESEARCH
The Intersection Of Predictive Marketing And Account-Based Marketing
February 2017

24. B2B MARKETING 2016
Forum For B2B Marketing And Sales Enablement Leaders
October 18–19, 2016 • National Doral Miami
New this year: Digital technologies and marketplaces have empowered your B2B customers to move more freely than ever among suppliers and vendors. At the same time, new channels and platforms have redrawn your traditional routes to market, allowing your customers to bypass existing distribution networks. B2B marketing and sales leaders will learn how to navigate this rapidly changing environment.

25. Allison Snow
Peter O’Neill