Guides

Learn more: www.demandgen.com | main: 925.678.2500 | sales: 925.678.2511 | info@demandgen.com © 2016 DemandGen International, Inc. All rights reserved. DemandGen and the DemandGen logo are registered trademarks of DemandGen International. All other product and company names may be trademarks of their respective owners. 6 needed protection against distributed denial of service (DDoS) attacks because AWS does not provide it out of the box. And that's precisely what Neustar offers. With this knowledge, Neustar could build campaigns and relevant offers around DDoS protection and directly target highly qualified leads. ENGAGING CUSTOMER THROUGH MULTIPLE CHANNELS When you're applying the insight you've gained from your predictive model, don't short-change yourself by only using the information in one or two channels. One of the key benefits of predictive modeling is it enables you to engage with the right contacts at the right companies with the right message through multiple channels. Key to making this happen is having predictive data in other marketing systems, such as Marketo, Eloqua and Salesforce. Such connections can be set up using Webhooks. For example, if you're using Marketo for forms, you may only want to ask for a few pieces of information—name, email, company and role, for example—to minimize user frustration. With a connection between Marketo and your predictive modeling solution, you can supplement information collected on the form submission with additional data the solution provides. It then scores the new lead against your customer DNA. Then, in Marketo, you can further segment audiences based on data fields and send them tailored offers and nurture campaigns. You can also leverage your predictive data to serve timely, highly relevant messages through display ads, or add tactile marketing pieces to your Eloqua nurture campaigns that are delivered directly to key contacts. Finally, don't forget about a critical channel: Sales. When you embark on a predictive or ABM initiative, make sure to involve your Sales organization early and educate them about the value of predictive modeling. With insights made possible with predictive data, Sales can be prepared to have relevant, timely conversations with their contacts in target accounts, and they can focus their time on the accounts most likely to buy. START WITH ASSESSMENT AND PLANNING Before implementing a predictive modeling solution, be sure you understand how people and process will contribute to the effort. For example, what are the current workflows between Sales and Marketing? What's working and what needs to change? How much education needs to take place, so everyone is on board with the concept? Understanding the workflows will help prioritize technology decisions and hit the ground running once you've made your selection. Depending on your available resources, you may decide to enlist the help of a third party, such as DemandGen, who can orchestrate implementation and training, and create the connections between your marketing systems, to help you maximize your investment. For more information, contact us.

• Cover