What Is Predictive Marketing? And Why I Joined The Mintigo Team

For the past twenty years, I have led marketing groups at some of the fastest growing companies in Silicon Valley. One common denominator for every fast-growth company is the stress placed on the intersection of marketing and sales, especially on the lead generation process. Keeping up with the tremendous sales demands of fast growth companies is like being a delivery truck driver at the holidays. Variably known as “the pipeline” or “the funnel”, the lead generation process is often where good marketers die. Why? I contend good marketers regularly die in the valley of death called lead generation because they are blind.

Good marketers often stumble in lead generation because they are blind to the data behind the lead generation process. I do confess that I have suffered from this syndrome of CMO blindness. The typical bad day for a marketer goes like this: the head of sales walks into your office holding their head and declares “I am going to miss my sales target for the quarter. Marketing is not giving us enough good leads.” This is the equivalent to rolling a live hand grenade into a marketer’s office.

How does the typical CMO react? More spending. More campaigns. More projects. More content. More advertising. More social. More PR. More more more. The result is more, but not the result that will positively impact sales any time in the near future. The result is more …more unqualified leads at the top of the funnel.

Confession: that was me, I did that, more than once. Every experienced marketer has done it.

Often business leaders run the same “plays” they have always run, whether they work or not because these are the best practices available at the time.

In World War II, air forces used carpet-bombing on targets because this was the best practice at the time. It didn’t exactly work, and many innocent civilians were killed and cities were unnecessarily destroyed. Enter the modern era and the smart bomb with satellite guidance and GPS targeting, which is still destructive but much more surgical and extremely accurate. It is also cheaper and lower risk with fewer planes, pilots and bombs. During the Spanish Civil War the Germans deployed the first steerable bomb controlled by radio. The Americans, the Israelis and others took the concept further by developing radar-guided and then laser-guided munitions. The smart bomb was enabled by science based on the data and predicted outcome.

Predictive Marketing

Mintigo is the predictive science behind marketing and sales lead generation. Using the predictive science of machine learning and big data, Mintigo discovers the patterns within your customer base and creates a register or Mintigo CustomerDNA™ print. Like DNA, a company’s CustomerDNA is unique to the company and its’ customers. It exposes the most prevalent attributes or “Marketing Indicators” which are essentially discovery markers showing in detail the common elements of your customers. Once the CustomerDNA has been generated, the prospective and existing customers with those attributes can be targeted and engaged.

Mintigo’s product is the Mintigo predictive marketing software platform, which can radically improve close rates in sales.

Mintigo follows a standard customer intelligence process of discovery, targeting, and engagement:

1. Discover

You share a subset of your customer list with Mintigo and we run a series of discovery programs. Using the science of machine learning and big data, Mintigo crawls the entire Internet, discovers the patterns within your customer base and creates a register or DNA print. Mintigo also evaluates your lost opportunities as part of the DNA. A company’s CustomerDNA is unique to the company and its customers. It exposes the most prevalent attributes or “marketing indicators” which are essentially discovery markers showing the detailed common elements of your customers. These marketing indicators are essentially the main buying indicators in your vast customer data.

2. Target

Once the CustomerDNA has been generated, you then share a set of records for prospective and existing customers with Mintigo and we run a series of targeting programs. The result of the targeting programs Mintigo builds for you a custom set of personas, or segments which the system has predicted will be the best fit and most likely to buy from you. Mintigo also grades and ranks the customer and prospective customer records based on the best fit with predictive marketing.

3. Engage

Mintigo enables the engagement phase through leading marketing and sales systems including Marketo, Eloqua/Oracle, and salesforce. Mintigo integrates with these systems and works with existing scoring and engagement modules. For LinkedIn, ads can now be more precisely targeted to prospects that have the highest probability of buying. Mintigo’s CustomerDNA technology captures, aggregates, analyzes and recommends back the LinkedIn Ad prospects that can contribute to moving sales cycles quickly ahead.

In conclusion, Mintigo helps solve a persistent problem in sales and marketing. Misguided lead generation efforts based strictly on high volume lead generation with little or no data analysis effort are doomed to fail. With Mintigo, marketers can use science to discover who the best customers are, predict outcomes, target the most likely buying candidates and intelligently engage them using todays leading systems-Marketo, Eloqua, salesforce, and LinkedIn.

Download ebook on how to use predictive marketing for lead prioritization
John Bara

 

John Bara is the CMO & President of Mintigo, a leading enterprise predictive marketing platform. He specializes in fast growth marketing with 25 years as an executive in Silicon Valley. Prior to Mintigo, John held CMO and SVP of Marketing roles at companies including XenSource (acquired by Citrix for $500M), Interwoven, Thismoment, and Genesys Telecommunications Labs (IPO, acquired by Alcatel for $2B). John also held a variety of marketing and finance management positions in the microprocessor business unit at Intel Corporation. John holds an MBA degree from Harvard Business School, and a BA from Oberlin College.