To watch the entire webinar replay, please visit: http://www.mintigo.com/predictive-lead-scoring-how-to-turn-data-into-revenue/ Description: “Predictive Analytics” is the buzzword du jour. With so many digital marketing tools, technologies, and channels at our disposal and the ability to track prospect and customer behavior, we are awash with data to be analyzed in order to predict and drive our marketing results. So, how do we cut through the clutter, sift through the hype, and bring the most critical data into focus? How do we put it to use? Download the slides and watch this Marketo LaunchPoint webinar replay to discover how predictive lead scoring will put all of your data to work for you. Learn how the marketing ninjas at SmartBear Software have used Marketo and Mintigo to build an automated system that targets the right leads with the right messages at the right time. You will learn how to: - Profile your ideal customer so that you can target high-fit leads - Score your leads in real-time based on that profile - Optimally engage the leads by routing them to the appropriate nurture track or sales reps before even gathering behavioral data Speakers: Patrick Chen - Sr. Manager of Marketing Operations at Marketo Tony Yang - Director of Demand Generation at Mintigo Gary DeAsi - Sr. Marketing Manager & Marketo Champion at SmartBear Software

1. ©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Predictive Lead Scoring:
How To Turn Data Into Revenue
#LaunchPoint
Gary DeAsi, SmartBear Software
Tony Yang, Mintigo
Patrick Chen, Marketo

2. ©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Your Speakers
Gary DeAsi
Sr. Marketing Manager
& Marketo Champion,
SmartBear Software
Tony Yang
Director of Demand
Generation,
Mintigo
Patrick Chen
Sr. Manager,
Marketing Operations,
Marketo

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©
2013
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Inc.
Marketo
Proprietary
and
Confiden:al
Quick Housekeeping
• Chat
box
is
available
if
you
have
any
ques:ons
• There
will
be
:me
for
a
Q&A
at
the
end
• We
will
be
recording
the
webinar
for
future
viewing
• All
aLendees
will
receive
a
copy
of
the
slides
and
the
recording
of
today’s
webinar
• TwiLer
hashtag:
#LaunchPoint

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2013
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Proprietary
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Confiden:al
Source: David Raab. http://customerexperiencematrix.blogspot.co.il/2013/10/marketing-automation-user-satisfaction.html
http://customerexperiencematrix.blogspot.co.il/2013/10/which-b2b-marketing-automation-features.html

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©
2013
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Marketo
Proprietary
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Confiden:al
Why Is Lead Scoring So Hard To Implement?

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©
2013
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Inc.
Marketo
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and
Confiden:al
Reason #1: I Don’t Know If The Data I’m
Using To Score Are The Right Ones
- OR -
RULES

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2013
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Inc.
Marketo
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and
Confiden:al
Reason #2: It’s Not Accurate Because It’s
Based On False Correlations

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©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Reason #3: It Takes A Long Time To Gather
Data & A Lot Of Work To Get It Right
Utilizing Progressive Profiling To
Collect Firmo/Demographic Data
Fostering Engagement To Gather
Behavioral Data For Implicit Scores

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©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Reason #4: It Becomes Super Complex If You
Sell Many Products Or To Multiple Personas
A B A+12 +20+35 +10

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2013
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Inc.
Marketo
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and
Confiden:al
Poll
What are your biggest challenges in lead scoring?
• It’s not very accurate
• I don’t know how to set it up
• I don’t know what data to score on
• I have many personas or products
• It requires too much work
• No challenges. We’re completely happy with our scoring.
• Other (please type them into the chat box)

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©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
What If Your Lead Scoring…
• Is based on the true profile of your ideal customers?
• Can target the prospects most likely to become
buyers? For each of your products?
• Can determine the best
nurture path for
each lead, instead
of using nurturing
to gather behavioral
data?

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©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Predictive Lead Scoring FTW!

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2013
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Inc.
Marketo
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and
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What Is Predictive Lead Scoring?
A methodology for ranking leads in order to
determine their sales-readiness by using
predictive modeling to discover the most accurate
and relevant data points for which to score.!

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©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
How Predictive Lead Scoring Works
Thousands of Online
Data From Web
Ex:
- Tech Industry
- Sales roles
- Has lots of outside sales
- Hiring CRM admin
- Dreamforce mention
- Has call center
Customer Data From
Your Data Sources
Machine Learning
& Predictive Model
Predictive Score Shows How Closely
Matched Unknown Lead Is To Ideal Profile
+
Ideal Customer Profile (aka CustomerDNATM)

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©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
12+
products

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©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al

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2013
Marketo,
Inc.
Marketo
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and
Confiden:al

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2013
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Inc.
Marketo
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and
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User Personas

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©
2013
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Inc.
Marketo
Proprietary
and
Confiden:al
Test
Ops
Dev
Audience Overlap
Developerı Testerı
Operationsı

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©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Audience Overlap
Test
Ops
Dev
Developerı Testerı
Operationsı

21. Page
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©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Marketing Challenges
“I
got
99
problems…
and
they
are
all
very
different
depending
on
product
and
market
segment.”

22. Page
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©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Very Different Challenges
• Too
many
leads
VS
too
few
leads
• Non-­‐challenged
industry
leader
VS
highly
compe::ve
market
VS
entering
new
market
• Net
New
VS
Land
n
Expand
• 3
week
sales
cycle
VS
3
month
sales
cycle
• Cross-­‐sell,
up-­‐sell
• Segmenta:on,
cross-­‐personas,
departments
&
markets
• Marke:ng
Opera:ons
• Feeding
many
hungry
mouths,
all
different
taste
buds
• Dev,
Test,
and
Ops
people
hate
marketers

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©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Solution:
Lead Scoring

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24
©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
$ Qualified Lead
Explicit
Demo/
FirmoBANTImplicit
Behavioral
• Web
visits
• Email
engagement
• Content
downloads
• Webinar
reg/aLendance
• Trial
downloads/ac:va:ons
• Product
usage
• Form
comple:ons
• etc
• Contact
data
• Job
:tle/role
• Industry
• Custom
qualifica4on
fields

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©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Multi-Product Lead Scoring

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2013
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Inc.
Marketo
Proprietary
and
Confiden:al
Great Rates, but wait…
0.05%
0.14%
0.81%
2.15%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
Sales Promo CR by Lead Score

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©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Great Rates, but wait…
0.05%
0.14%
0.81%
2.15%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
Sales Promo CR by Lead Score
• Limited
to
track-­‐able
implicit
behavior
and
explicit
form
comple:ons
• Scoring
data
=
:me
to
collect,
build,
maintain
• We
are
only
human
J

28. Page
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©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
$$$ Qualified Lead
Explicit
Demo/
FirmoBANTImplicit
Behavioral
Mintigo
Big data,
predictive,
Custom MIs

29. Page
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©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Tool-Assisted Code Reviewı
Developerı
Use Case #1: Custom MIsı

30. Page
30
©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Developerı
Custom MIsı
o Proportion of Software
Engineer Titlesı
o Programming Language:
PHP, Java, .Net, etcı
o Indications/Hiring: Agile,
CMMI, SCRUM…
Code Reviewı

31. Page
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©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Enterprise & ı
Verticalsı
Developerı
o Proportion of Software
Engineer Titlesı
o Programming Language:
PHP, Java, .Net, etcı
o Indications/Hiring: Agile,
CMMI, SCRUM…
Code Reviewı
o Forbes Global 2000ı
o Fortune 1000ı
o Regulated industry
compliances &
Certificationsı
Custom MIsı

32. Page
32
©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Enterprise & ı
Verticalsı
Developerı Multi-Locationsı
o Forbes Global 2000ı
o Fortune 1000ı
o Regulated industry
compliances &
Certificationsı
o International locations/
positionsı
o Has multiple locationsı
o Has development teams
in multiple locationsı
Custom MIsı
o Proportion of Software
Engineer Titlesı
o Programming Language:
PHP, Java, .Net, etcı
o Indications/Hiring: Agile,
CMMI, SCRUM…
Code Reviewı

33. Page
33
©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Enterprise & ı
Verticalsı
Developerı Multi-Locationsı
o Forbes Global 2000ı
o Fortune 1000ı
o Regulated industry
compliances &
Certificationsı
o International locations/
positionsı
o Has multiple locationsı
o Has development teams
in multiple locationsı
Custom MIsı
*Developer at existing Collaborator
customer organizationı
o Proportion of Software
Engineer Titlesı
o Programming Language:
PHP, Java, .Net, etcı
o Indications/Hiring: Agile,
CMMI, SCRUM…
Code Reviewı

34. Page
34
©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Enterprise & ı
Verticalsı
Developerı Multi-Locationsı
o Forbes Global 2000ı
o Fortune 1000ı
o Regulated industry
compliances &
Certificationsı
o International locations/
positionsı
o Has multiple locationsı
o Has development teams
in multiple locationsı
Custom MIsı
*Developer at existing Collaborator
customer organizationı
o Proportion of Software
Engineer Titlesı
o Programming Language:
PHP, Java, .Net, etcı
o Indications/Hiring: Agile,
CMMI, SCRUM…
Code Reviewı

35. Page
35
©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Use Case #2: Cross-Sellı
Web/App Performance,
API Monitoring, UXMı
API Testingı
Developerı Testerı
Operationsı Marketerı

36. Page
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©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
CustomerDNATMı
Cross-Sellı

37. Page
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©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
CustomerDNATMı
SoapUI Pro
Customer INC
Devı Testı
Cross-Sellı

38. Page
38
©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
CustomerDNATMı
SoapUI Pro
Customer INC
Devı Testı
Opsı
Cross-Sellı

39. Page
39
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2013
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Inc.
Marketo
Proprietary
and
Confiden:al
Cross-Sellı

40. Page
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©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
API Testingı
Developerı
Use Case #3:ı
Predictive Scoringı
Testerı

41. Page
41
©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Mintigo Challengeı
Positive Sample: All SoapUI leads generated in 2013
converted to Closed Won Opportunities in 2013ı
ı
Negative Sample: All SoapUI Leads Generated in 2013 not
converted to opportunitiesı
ı
Mystery Sample: All SoapUI leads generated in 2013-2014ı
ı
Mintigo Challenge: Which leads generated in 2013-2014
closed in Q1 2014?ı
ı
ı
ı
?ı

42. Page
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©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
0 1 2 3 4 5 6
Hiring E-commerce related positions
Hiring Web Performance related Positions
Hiring Saas related positions
Indication of Web Application Technology
Alexa Global Rank between 1-5000
Google Page Rank - 8
Daily PPC Budget >$10000
Hiring Code Review related Positions
Hiring Agile related positions
Company has Multiple Locations
Forbes Global 2000
Multiple Locations Software Development
Fortune 1000
Rest API
Hiring SOA related positions
Hiring Devops
Hiring Application Mgmt related positions
API Provider
Buying Signals - Lifts in the modelı
Common Traits of Closed Won..ı

43. Page
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©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Negative vs Positive Traitsı
0% 10% 20% 30% 40% 50% 60%
Mobile Device Usage (BYOD)
Hiring Mobile Developers
Hiring MDM related positions
Mobility Technologies Indication
Test Automation Indication
Hiring Chargeback related positions
Hiring VOC related positions
Has Data Center
Hiring Web2.0
Has Data Warehouse
Has Call Center
Customer Login Area
VMWare User
Java User
Hiring Customer Service
CRM User
Has Field Workforce
Oracle User
Has International Activity
Marketing Automation User
Is Hiring (Growth)
Negative - Others
Positive - Wins

44. Page
44
©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
1000s of Data Pointsı
0% 20% 40% 60% 80%100%120%
Country=AUSTRALIA
Country=CANADA
Country=UNITED
Country=UNITED
Country=INDIA
State=MN
State=GA
State=VA
State=CA
State=MA
State=NY
Valid Title
Valid Company Name
Is Free Mail
Negative -
Others
0% 5% 10% 15% 20% 25% 30% 35%
Number of Employees= 0 - 25
Number of Employees= 25 - 100
Number of Employees= 100 - 250
Number of Employees= > 50K
Number of Employees= 250 - 1000
Number of Employees= 1K - 10K
Number of Employees= 10K - 50K
Annual Revenue= $0 - 1M
Annual Revenue= $1 - 10M
Annual Revenue= $10 - 50M
Annual Revenue= $50 - 100M
Annual Revenue= $100 - 250M
Annual Revenue= $500M - 1B
Annual Revenue= > $1B
Negative - Others
Positive - Wins

45. Page
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©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
80% of
wins in
27% of
leadsı
95% of
wins in
40% of
leads ı
Predictive Resultsı

46. Page
46
©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Ok, so 80% of my revenue comes from 27% of
my leads.95% from 40%. Now what?ı
o Concentrate Marketing Time/Resourcesı
ü Targeted messagingı
ü Dynamic content, stack your nurture pathsı
ü “Luxury” Initiativesı
ü Double down on the source(s)ı
ü Put them under a microscope
ı
o Arm Sales with Data, Prioritization, Toolsı
ü Provide magnifying glass for best betsı
ü Sales enablement: content + intelligenceı
ü Revisit recycled leadsı
ü BDR calling campaignsı
ü Cross-sellı

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2013
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Inc.
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and
Confiden:al
Test
OpsDev
42
What’s next?ı

48. Page
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2013
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Inc.
Marketo
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and
Confiden:al
Test
OpsDev
42
82
19
24
11
95
77
79
35
6
What’s next?ı

49. Page
49
©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Mintigo + Marketo
• Real-­‐:me
data
append
• Share
key
data
w/
sales
(“Best
Bets”)
• Build
into
lead
scoring,
and/or
use
for
accelerators
• Granular
segmenta:on
and
dynamic
content
• Marke:ng
channel/campaign
disposi:on
• Nurture
stream
assignment
and
transi:on
• Con:nuous
analy:cs
and
customer
intelligence
The possibilities…

50. Page
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2013
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Inc.
Marketo
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and
Confiden:al
HOW IT WORKS WITH MARKETO
Mintigo Predictive Marketing Platform

51. Page
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2013
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Inc.
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and
Confiden:al
Build Your Predictive Model & CustomerDNA
Step 1 !
Pull A CSV Of Your Customer Records (at least 100) & Upload To Mintigo
Step 2 !
Mintigo Analyzes Your Data with
Thousands Of Data From The Web
Step 3 !
Predictive Modeling Identifies The Data Points That
Have The Strongest Correlation With Customers
Step 4 !
Your Ideal Customer Profile, aka Your CustomerDNATM,
Is Created From These Data Points

52. Page
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©
2013
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Inc.
Marketo
Proprietary
and
Confiden:al
Set Up Webhook & Custom Field Mapping
For MI’s

53. Page
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2013
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Inc.
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and
Confiden:al
Create Smart Campaign To Trigger Web Hook

54. Page
54
©
2013
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Inc.
Marketo
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and
Confiden:al
Any Prospect Gets Predictively Score
Immediately
Predictive Score Tells
You How Closely
Matched The Prospect Is
To Your CustomerDNA

55. Page
55
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2013
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Inc.
Marketo
Proprietary
and
Confiden:al
Bonus: Mintigo Also Enriches Leads With
Firmographic & MI Data
Mintigo enriches leads
with data points that
matter to your business
directly into Marketo so
you can better target your
offers & segment lists

56. Page
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©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Predictive Lead Scoring Is Just The Beginning
CustomerD
NA
Scores
Data
Enrich-
ment
Personas
Content
Offers
Channels
PREDICTIVE MARKETING
INTELLIGENCE
Predictive Modeling
Marketing Indicators
DATA
CRM, MAP & Internal Data
Big Data / WWW
APPLICATION
Discover
Your Ideal Customer
Profile
Target
The Prospects Most
Likely To Buy
Engage
The Right Prospects With The
Right Message & Channel

57. Page
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2013
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Inc.
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Proprietary
and
Confiden:al
Q&A

58. Page
58
©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Gary DeAsi
Sr. Marketing Manager
& Marketo Champion
SmartBear Software
Tony Yang
Director of Demand
Generation
Mintigo
@tones810
tony@mintigo.com
Patrick Chen
Sr. Manager, Marketing
Operations,
Marketo

59. ©
2013
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Inc.
Marketo
Proprietary
and
Confiden:al
Thank you!