#FlipMyFunnel Boston 2016 - Tony Yang - How Predictive Empowers Your ABM Strategy Throughout the Flipped Funnel

How Predictive Empowers Your ABM Strategy Throughout The Flipped FunnelTony Yang, VP of Demand at Mintigo@tones810

© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel

Predictive & ABM – Lots of Buzz

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Ideal Customer Profile(aka “CustomerDNA™”)

Customers(“Positives”

List)

Prospects

Predictive Models/Machine Learning

How Predictive Modeling WorksSignals From The Web(i.e., tech, org/hiring, financials, intent, etc.)

© 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)

© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel

Is This How You Identify Your Target Accounts?

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= Above $1B in revenue

High Tech, Telco, Retail

Marketing roles & titles

FirmographicBehavior & 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

© 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

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$25M to $5B in revenueHigh Tech, Telco, RetailMarketing roles & titlesReinvest $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

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Your ICP: Low-Res or HD?

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How Predictive Empowers Your ABM

1. Identifies Accounts Most Likely To Buy(Your Ideal Customer Profile)2. Personalizes Your Value

Proposition

© 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 ABMhow to engage

embrace predictive data

© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel

“Non-Intuitive” Insights

5X

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Predictive Intelligence Drives Relevant Offers

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How Predictive Empowers Your ABM

1. Identifies Accounts Most Likely To Buy(Your Ideal Customer Profile)2. Personalizes Your Value

Proposition3. Finds “Net New” Contacts &

Accounts

© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel

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Predictive Platforms Finds “Net New”

Ideal Customer Profile

(aka “CustomerDNA™”)

Customers

ProspectsPredictive 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

© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel

How Predictive Empowers Your ABM

2. Personalizes Your Value Proposition3. Finds “Net New” Contacts &

Accounts

1. Identifies Accounts Most Likely To Buy(Your Ideal Customer Profile)

4. Enables More Intelligent Engagement

© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel

© 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

dataour martech stack

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Example With Terminus

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Highly Targeted, Relevant & Timely Messaging

© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel

How Predictive Empowers Your ABM

2. Personalizes Your Value Proposition3. Finds “Net New” Contacts &

Accounts

1. Identifies Accounts Most Likely To Buy(Your Ideal Customer Profile)

4. Enables More Intelligent Engagement5. Reduces Churn,

Finds Cross-sell Opportunities

© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel

Model For Churned Profile & Look For Signals

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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.)

Intent on Competitors and/or space

Ideal Customer ProfileChurned Customer

Profile

© 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.

© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel

How Predictive Empowers Your ABM

2. Personalizes Your Value Proposition3. Finds “Net New” Contacts &

Accounts

1. Identifies Accounts Most Likely To Buy(Your Ideal Customer Profile)

4. Enables More Intelligent Engagement5. Reduces Churn,

Finds Cross-sell Opportunities

© Copyright 2016. Mintigo Inc. All Rights Reserved. @tones810 | @mintigo | #FlipMyFunnel

Tony Yang@tones810

tony@mintigo.com

Mintigo@mintigowww.mintigo.com