Predictive Modeling for Top-of-Funnel B2B Demand Generation

Over the past few months, we have been watching with great interest several new companies in the “predictive analytics” space. We have met with several of them at the recent Marketo Summit 2014 in San Francisco, and the SiriusDecisions Summit 2014 in Orlando.

During these summits, we spoke with the companies to see how we could generate predictive B2B target account lists and contact lists for our customers as follows:

  1. Analyze the CRM database of the customer to determine the “Account DNA” of those accounts that are converting the fastest for them, from initial inquiry to closed/won deal, and additionally meet or exceed their customer lifetime value (LTV) goals.
  2. Go beyond our customer’s in-house database and extrapolate out into their total available market (TAM). Find all the signals across their CRM and marketing automation (MAP), or other lead management system, that can help model out their ideal target account & contact lists.
  3. Once these lists have been developed, Kwanzoo helps the customer set up and serve ads for display-based top-of-funnel demand gen, as well as mid-funnel lead nurture programs, to the contacts on such lists that have been prepared through predictive modeling.

Demand Funnel

Most of the “predictive analytics” companies today (infer, Lattice Engines, Salespredict, Fliptop, others) are focused on helping customers re-prioritize the leads in their current, active pipeline. The leads that are most likely to convert (i.e. have been ranked using a “predictive lead score”) are then pushed to sales for further action.

There are 3 companies that seem to address the specific need re: building the right target contact lists to be used for top-of-funnel demandgen campaigns, viz: Leadspace, Mintigo and the most recent entrant in this space, 6Sense. If you’ve had experience working with any of these companies, we’d be very interested in your thoughts here on our blog. Or if you’d prefer to provide direct feedback, please drop us a note here.

We believe combining predictive target contact lists, with personalized, rich media display campaigns, fully integrated with marketing automation (MAP) data, can deliver an “unfair” advantage to B2B companies. Rapidly experimenting with these newer marketing technologies and best practices can help your company leapfrog your competition rapidly, in the coming months.

Cloud

If you would like to learn more about new tactics to boost demand please visit Six Ways to Boost Top-of-Funnel Demand Using Display.

Have further questions? Please contact us to learn more.

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