Implementing Predictive Marketing

Into Your Waterfall Plan

Will Spendlove – VP Product Marketing, InsideView

Monica Girolami – VP NA Marketing, NewVoiceMedia

Jessica Cross – Director of Marketing, Fliptop

May 14, 2015

Sales and Service Cloud Contact

Center Integration for Salesforce

London, SF, NYC, Paris, Brussels,

Sydney

400+ customers; 128 countries

150+ 5-star reviews in AppExchange2

Monica GirolamiVP Marketing, North America

NewVoiceMedia

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Jessica CrossDirector of Marketing

Fliptop

Jessica CrossVP Marketing

InsideView

Full-funnel predictive marketing: lead

scoring, opportunity scoring, account

scoring, campaign optimization

San Francisco, Taipei

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Will SpendloveVP Marketing

InsideView

Jessica CrossVP Marketing

InsideView

Marketing and Sales Intelligence

including Company, Contact, Social

SF, Austin, Hyderabad

20K customers; 500K Users

Leader in G2 Crowd, TrustRadius

5The Anonymous Lead

On average only

4% of leads

convert to MQL for

most marketers.

SiriusDecisions: Reversing the Waterfall: Metrics for Predictive Modeling

And less than

3 out of 1000

leads turn into

revenue.

7SiriusDecisions: Reversing the Waterfall: Metrics for Predictive Modeling

It’s Hard to Predict Behavior in the

Demand Waterfall?

Difficult to ID who is in your pipeline?

Hard to define what they want?

Tough to know what they will do next

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It’s important for organizations to build a plan

that covers...

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Lead Gathering

and Enrichment

Predictive

Analytics

Targeted

Campaigns

MA/CRM

Automation

The plan should be clear and aligned to results

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Average Strong Best

Practice

Inquiry/MQL 3.9% 6.3% 9.7%

MQL/SAL 61% 65% 86%

SAL/SQL 41% 52% 66%

SQL/Close 25% 31% 35%

SiriusDecisions: Reversing the Waterfall: Metrics for Predictive Modeling

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+

+

Up, Up and Accelerate…

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NVM Sales and Marketing Challenges

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• Grow a Young Database Quickly

• Marketing Activities Weren’t Enough

• “Lists Buys” Were Not Reliable

• Enrich Current Data Automatically

• Intelligent Sales Leads/Process

Feeding Our Demand Waterfall

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MQL/Self Generated

Active Dialogue

Meeting

Qualification

Discovery

Evaluation

Proposal

Negotiation

Won

PRE-PIPELINE ACTIVITY

DRIVEN

SQL

FLIP

wonMQL

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nurture

social

web

events

partners

targeted

lists

segment/

score

data

enrich

cold

prospecting

response

webinars convert

opportunity

lost

(wait 60 days)

de-dupe

expand

target

Sales and Marketing Technology Mix

Play 2 Play 1

Play 3

Play 1:

InsideView Target Drives Custom Campaigns

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Identify

Specific

Audience

Target List

Building

Marketing

Automation

NewsContact

CompanySocial

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InsideView

Target

Play 2:

InsideView Enrich Offers Better Leads

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Raw Data

Lists

Predictive

Lead Scoring

Marketing

Automation

40,000 data sources

Lead

Enrichment

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InsideView Enrich

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Play 3: The Fliptop Platform

Predictive Lead Scoring Predictive Account Marketing

Predictive Opportunity Scoring Predictive Campaign Optimization

The only full funnel predictive marketing solution

How Fliptop builds predictive models

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3,500+ Signals

40+ Data Sources

Predictive Machine Model

Historical Sales

CRM

How Fliptop builds predictive models

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Grades Scores

Predictive Machine Model

Salesforce

Inbound Leads

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The Tiered Approach

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Tier 3Fliptop A,B, Personalized Emails, Title specific content, EBR Managed Send, 3 over 3 weeks

Tier 4Fliptop C/D, Less Personalized, Title specific targets, Automated Send, 3 over 3 weeks

The results…

Results

Technology

Process

5%-10%

Response Rate

73% of pipe

is influenced

by marketing

Over 65,000

NEW Target

Contacts

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