Implementing Predictive Intelligence – Part 1

You don’t have to look far to find a compelling case to implement predictive intelligence. Enterprise B2B companies report growing pipelines and sky-rocketing conversion rates – the pay-off for targeting in-market prospects earlier in the buying process. Whether you’re implementing predictive intelligence now or next year, it’s essential to plan your rollout carefully to shorten your time to value.

6sense brought together Sean Beierly of Cisco, Kerry Cunningham of SiriusDecisions and our Director of Customer Success, Zak Garner to discuss the methodology of successful predictive intelligence implementations for marketing and sales development, sharing experiences, advice and pitfalls to avoid along the way.

Here are Zak Garner’s four recommendations for implementing predictive intelligence.

  1. Build a case with ROI

Predictive intelligence can make a tremendous impact on improving the lead flow process between marketing and sales. Using buying signals to uncover need and timing, marketing and sales development teams can use predictive to target prospects who are most likely to buy. The momentum you gain by building pipeline and revenue, will help with adoption by key stakeholders as your use of predictive expands.

  1. Create a data-driven sales development strategy

Predictive intelligence will arm your marketing and sales teams with data that identifies the buying stage and intent of accounts and contacts. To use this data effectively, your teams must develop strategies and understand how to engage with prospects sourced through predictive modeling.

Spend time training sales about how to engage with prospects at different stages of the buying process. For example, create scripts to engage net-new prospects who might have low to no brand-awareness but are exhibiting high intent, need and budget for solutions like yours. Experiment, iterate and adjust to determine the optimal process.

  1. Enter deals earlier 

When implementing predictive it’s tempting to focus on the “low-hanging fruit” – the leads who are closest to a purchase. But this tendency has its pitfalls.  Waiting for prospects to raise their hand can cost you. If you knew the moment when a prospect entered a buying cycle, you could be the first to educate them, positioning yourself as the preferred vendor.

  1. Align sales and marketing 

Predictive intelligence represents an important opportunity to strengthen the tie between marketing and sales. Data-driven decision-making, powered by predictive, can have a tremendous impact on every part of your marketing and sales funnel. Just as sales can use predictive data to identify the best prospects to target, marketing can optimize display advertising, personalize prospects’ web experience and test messaging for different parts of the buyers’ journey.

Collectively, these uses of predictive fortify the tie between marketing and sales as both teams cooperate around a single strategy that builds buyers’ connection to your brand and increases your organization’s impact across the funnel.

Watch the full webinar for Cisco’s firsthand results and lessons learned, and Kerry Cunningham’s advise on rolling out predictive intelligence to sales qualification teams.

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