Just in time for 2016 planning, we are releasing our “Comprehensive Guide to Predictive Intelligence.” In this report, we look at how lead generation technologies have evolved and why predictive intelligence represents an important shift for companies that want to move their marketing and sales operations away from stagnant cues and outdated processes to dynamic signals and data-driven strategies.
You can download the guide here. To learn more about what we cover in our report, here are some of the main points:
Marketers often think leads are of a higher quality then they actually are.
Marketers get very excited about inbound leads, and frequently, the minute they get a form-fill, they’ll ship that lead right off to sales. Strike while the iron is hot, right? But since a vast majority of “marketing qualified” leads fail to convert (less than 80%), this is a futile practice. Here’s why. Without knowing why a prospect downloaded your asset, where else they’ve been looking for information (and for how long), you’re just making assumptions that can waste sales’ time.
Poor lead quantity is a symptom of over reliance on static profile fit data.
B2B marketers have visibility into a small fraction of their addressable market. Even those prospects your marketing team has driven into your demand funnel are doing the majority of their product research and budget planning off your portal. In doing this, they are leaving millions of digital footprints that reveal buying intent, timing and product preferences. The question is, what are you doing to get access to this data, uncover the part of the buyer’s journey your prospects are in and relay that information in an actionable way to your marketing and sales teams?
Sales is chasing leads that have been in market for months.
What would you gain from being the first vendor in the conversation? If you enter the buying process too late, you enter in a weak position. You’ve lost the opportunity to educate the prospect about the value of your solution versus that of your competitor. This means you have to invest more resources to close the deal and could take a hit on pricing. Predictive intelligence can help you be their first, build your position as a trusted advisor and define the scope of the project.
Sales is spending the same amount of time on identifying who is on the buying committee as they are selling.
Depending on your average deal size, it’s likely you’re selling to a committee and not an individual. On average, the complex sale involves up to 5.6 people. For large enterprises, that number could rise above 25 as the buying committee balloons to include various departments at multiple levels. What if you could provide your sales team with ongoing data about the makeup of that committee? Predictive intelligence gives you account-wide visibility, not just the characteristics of a single lead.
Do you know where your buyers are?
With all the advanced marketing and sales technologies available to B2B companies today, a lot of marketing campaigns and sales outreach is still a guessing game. Is someone who registered for your newsletter interested in your whitepaper? Is a webinar attendee who asked 3 questions ready for a sales call? Existing technologies don’t offer a solid way to answer these questions. Predictive intelligence and data-driven marketing are built on the imperative that marketing must be valuable and relevant, and sales outreach timely and helpful. Data is the key to help get you there.
Today, powerful predictive technologies are picking up where the older generation of marketing solutions left off. Learn how predictive intelligence will help you tackle these issues and more. Download the guide.