PredictiveMarketing

Predictive Marketing
Why now? Recent articles written about RelateIQ & Salesforce points towards predictive...why?
Kim Beasley
Can community still be built with target market when implementing predictive marketing?
Samantha Coren
absolutely, but the neat thing about predictive is that you can identify new markets to target.
Mintigo
yes when done correctly, we've seen some of the most successful businesses (like DocuSign, SmartBear) develop deeper understanding
Leah Fairman
Yes, for sure. Predictive marketing can possibly build a more solid community when done correctly.
John Bara
great question. I think predictive is like knocking on the door and knowing a friendly person is inside. Community still requires interacting around common business solutions and needs. Like the food and drink at a party.
Kia McClain
Absolutely, it gives you a gauge to know when change is needed as well.
Sophia L Wong
@leahfairman we've seen #B2B businesses further their nurture programs and develop customer segmentation programs based off of their #PredictiveMarketing
Kia McClain
Yes @sophialwong it is really a beautiful thing!
Leah Fairman
@sophialwong Yes, it is actually something most businesses should consider adopting as part of the marketing strategy.
Kim Beasley
I love using predictive marketing because it does allow for building community with those who can become loyal buyers and vital members of your community.
Sophia L Wong
@KiaMcClainBiz (selfless promotion via touting the #DocuSign story) http://ow.ly/zsqY4
DocuSign Improves Engagement 10x Using Mintigo Predictive Marketing - Mintigo
“We found that the creation of personas based on CustomerDNA™ was extremely effective and helped us get more engagement with qualified leads.”
Kim Beasley
@sophialwong what have you found works best and what didn't work in regard to building a solid community that uses predictive marketing?
Kim Beasley
@John_Bara love your analogy. Where are you building community & how are you measuring it to predict what your target customer really want?
John Furrier
Big Question: What is Predictive Marketing mean?
Leah Fairman
Using data to determine future demands in marketing.
Kim Beasley
a way to take an analytical view of social media activity and marketing
John Bara
#predictivemarketing is using the past to identify the future.
Sophia L Wong
@leahfairman what has your experience with #PredictiveMarketing been like?
Ariel Geifman
Leveraging all of the data that you can to make more money!
Kia McClain
Yes, past data to determine future.
Leah Fairman
@sophialwong My experience...test, test, test. The results vary and there are always surprises.
Mintigo
#PredictiveMarketing =using behavioral and big data to help businesses discover, target, and engage your best prospects!
CrowdFather
predictive means just downloading the Yo app :-)
Amanda Maksymiw
it's all about using all knowable data to predict buyer intent. http://www.lattice-e...
Is Predictive the New New Thing in Marketing Technology? | Lattice Engines
CMO Brian Kardon of Lattice weighs in on the rapid transformation of the predictive marketing and sales landscape.
D'narius Lewis
#PredictiveMarketing is developing the tools, to produce the outcome you look to achieve.
John Furrier
@amandamaks I have been following you guys and @psonsini is on the board there; he is investor in CrowdChat :-) all this active data is predictive :-)
Amanda Maksymiw
nice. This is my first CrowdChat. Have to say, it's fun :)
John Furrier
@amandamaks love having you; this is what we call an active engagement container. The DVR for social conversations :-)
Tony Yang
#PredictiveMarketing enables you to find your buyers faster by using predictive modeling & big data
Tony Yang
@Crowdfather haha! I'd love to see a real application of the Yo app in a predictive context!
Tony Yang
@amandamaks yep, pretty cool right?
Kia McClain
Do you think that predictive marketing will finally bring offline strategies back into the picture, so many have been separating the two when what consumers do offline is equally important to what they do online. Example, death of traditional TV sets.
John Furrier
Kia this is huge question; the web in the 90s had same trajectory; web was laughed at; no ROI; tons of naysayers cc @pmarca talks about this
John Furrier
social is moving faster; yes digital will be social no doubt imo; key is solutions that scale and deliver value (content); minimize steps; simplification; #tablestakes for vendors
Leah Fairman
as some point it will. What businesses must realize is marketing hasn't changed. It just has more platforms. I do believe that this is starting to be realized.
John Furrier
for us old folks remember @IBM ebusiness that was the web now its socialbusiness soon we won't be even talking about social it will be standard
Kim Beasley
to be a well-rounded plan, I think it would be great for predictive marketing to incorporate online & offline analysis.
John Bara
great question Kia. Marketing is like a symphony w many instruments. Apple is the best at on-line + offline.
Mintigo
@leahfairman its amazing what B2C have been able to do (see section in infographic)http://www.mintigo.c...
Kia McClain
Yes I agree, cannot ignore what is happening offline when consumers are shifting every six months it seems now. There is not longer a "standard" that consumers can be tied down to anymore, tech changes too fast. Giants like Tower Records did not listen.
Sophia L Wong
75% of Netflix recommendations are from #PredictiveAnalytics
Kia McClain
And now are closed as a result, I think on an enterprise level predictive may be what is needed to get past antiquated ideas. Remember the saying, the customer is always right?
Amanda Maksymiw
35% of Amazon's revenue is driven by its predictive recommendation engines
Nate Gemberling
Do you feel SFDC's acquisition was a defensive play or part of a longer-term plan to bring data science to sales and marketing?
http://goo.gl/JZtwUH
Why Salesforce needed to buy RelateIQ
There's just too much hype, demand and real results to shy away from predictive intelligence.
Sophia L Wong
smart move by SFDC I would say....although it seems like RelateIQ won't be integrated into the platform (yet)
John Bara
welcome to the crowd chat party. I think Benioff only plays offense so I think they are leading the way for the market.
Ariel Geifman
Probably wanted to neutralize a potential competitor before they can become a threat...
Steven Moody
@John_Bara I hope you're right about offense but this seems to be the killing off of a threat
John Furrier
defensive bc the automation meets big CRM players is big gap in mkt #relateIQ solved that and they failed at CRM but had #bigdata to fill #salesforce gaps
Steven Moody
SFDC was architected before social media and it doesn't fit the model of our world where the average C-level changes jobs every 2-4 years
Nate Gemberling
What is the group's thoughts on LinkedIn as potential entrant into the market with a social-driven CRM/Marketing solution?
Zubin Tavaria
Used RelateIQ for several quarters - we liked certain features, but it lacked certain key CRM capabilities. With the acquisition, there's potential for Salesforce to have true intelligence on prospect and customer relationships
Viktoria Tsukanov
CRM must become smarter. For example, @ngemberling do you enter everything you know you should in SFDC?
John Furrier
LinkedIn has a great #datascience #bigdata team but their engagement is weak compared Twitter and Facebook
Amanda Maksymiw
Longer term play. We've seen predictive dominate in the consumer world. Now is the time for B2B to get into the mix.
Nate Gemberling
Totally agree! There are a lot of other companies out there trying to help automate data input like Clari, Tact, Selligy, etc... most of these are mobile-first applications
Kia McClain
I think it was needed, given that everyone is suddenly a "digital marketing expert" with no real way to measure ROI. A standard must be set for ROI overall.
Crowd Captain
glass half empty or full depends on the view; offensive for revenue purposes but defensive for product reasons; great question
Tony Yang
@zubintavaria would love to hear more about your experience in using RelateIQ & lack of integration with CRM capabilities...