PREDICTING

How predictive analytics will

transform B2B marketing

THE FUTURE OF

B2B MARKETING

Time’s up for traditional B2B marketing

B2B buying behaviour has

changed dramatically, thanks to

the advent of new technologies,

social media and a never-ending

supply of information on the

internet.

ways B2B buying behaviour has

changed…

Buyers are tech-savvy

Today, B2B buyers research

solutions online and complete up to

80% of the buying journey before

they contact a supplier.

1

Decision-making units have grown

B2B decision making units are

complex and can include 5-10

stakeholders from different parts of

an organisation.

2

Today’s B2B buying

journeys are not linear;

customers choose what,

when and how they want

things.

Buying journeys are unrecognisable

They don’t behave in a

predictable manner, either

(despite what many sales

funnels will have you

believe).

3

B2B buyers are more sophisticated and

research answers, solutions and partners

themselves. They also join communities to

connect and learn.

Buyers are autonomous

So unless you are part of their journey and

can deliver the right message to the right

person at the right time – and now with the

right context – it’s unlikely you’ll be

successful.

4

In this radically

different

marketing

landscape,

marketers and

agencies are

struggling to

understand

customer

behaviour.

As a result, they often fail to respond with

effective marketing strategies that resonate

with their audience and fully recognise

appropriate sales context, i.e. acquire, retain,

grow and win back customers.

So, what’s the solution?

The answer can be found in the disparate

silos of data that reside within most

organisations.

Data holds the key

Almost every business now captures and

stores hundreds of customer interactions

and transactions every day.

But this also poses two key problems:

How do you handle the exponential

growth of internal data?

In today’s digital era, how do we overlay

new, deeper insights from our connected

world to apply critical context and

relevance?

1

2

By integrating the two worlds of internal

and external data you can:

Build a single customer view and better

understand your current 80/20 world

Predict your customers’

propensity-to-buy

At the rate at which data and our ability to

analyse it is growing, businesses of all

sizes will be using some form of data

analytics to impact their business in the

next five years.

But in order to

realise the value

from building a

single customer

view, organisations

need to step into

their customers’

world and gather

insights about their

buying behaviour.

According to IBM,

75% of buyers now expect

organisations to

understand their

individual needs.

In response, businesses are putting in

place ‘Know your Customer’ initiatives,

where they capture customer behaviour

insights to maximise marketing, sales

and customer service strategies.

Having customer insight and predictive

analytics at the heart of your business or

agency is no longer just a competitive

advantage.

It’s a strategic imperative.

And that’s why we built Nexus.

Nexus is a

best-opportunity prediction service

for B2B organisations.

It helps to acquire, grow, retain and win

back customer revenues by:

Predicting which customers are most

likely to buy

Identifying the content, messages

and channels most likely to increase

engagement and sales

Predicting the leads most likely to convert

Predicting the customers most likely to

churn

What makes

Nexus unique?

7 The qualities of Nexus

Nexus transforms customer data

It consolidates customer touchpoints into a

rich, single-customer view.

1

Nexus tracks online buying

behaviour

It helps to target customers and prospects

with tailored messages in the right place

at the right time.

2

Nexus enhances knowledge of

customers

It taps into a wealth of contact-level

insights and behaviours from our business

universe of more than 10 billion records.

3

Nexus predicts the customers most

likely to buy or churn

It analyses buying behaviour patterns

using machine learning technology.

4

Nexus improves campaign accuracy

It continuously refines and improves the

performance of marketing campaigns

using self-learning algorithms.

5

Nexus helps tailor messages to the

most effective channels

It identifies the communication channels

that generate the highest response rates.

6

Nexus helps prioritise your

marketing effort and increase ROI

It helps you rapidly grow market share

using predictive customer behaviour

models, including propensity-to-buy,

propensity-to-churn, lead scoring and

look-a-like models.

7

Nexus is:

a strategic imperative driving retained

revenues

Our approach

We combine over 20

years of data

management

experience with the

latest customer

behaviour modelling.

Our self-learning,

automated processes

deliver the best

results in a scalable

way.

What’s more, Nexus models are honed

over time.

As more data is

passed through

Nexus, our machine

learning models

identify patterns in

behaviour, which

strengthen their

predictive powers.

This provides a great opportunity

to generate annualised revenue

streams in monthly cycles and has

become a vital ingredient for our

customers’ success.

Nexus in action

A recent Nexus campaign helped to

transform the go-to-market strategy for

iprism Underwriting Ltd.

The results speak for themselves:

250% increase in broker

marketing

engagement

40% increase in sales

6th position for iprism in

Insurance Times’ E-

Trade Broker Insight

Report 2015

100% sales records broken