Delivering engaging campaigns that address each prospect’s needs at each stage in the purchase funnel is crucial for the success of B2B marketing. At Mintigo, we developed a solution that optimizes the selection of marketing asset, channel and timing that is most likely to drive revenue.
Legendary advertising guru David Ogilvy said: “Never stop testing, and your advertising will never stop improving.” However, as B2B marketing is focusing on engagement throughout the purchase funnel, testing is becoming ever harder.
The challenge is the multiple dimensions that must be addressed. First, multiple touch points with various marketing assets exist at every stage in the funnel. Then, there are multiple channels: mobile, social, video, website and email. Moreover, each prospect is in a different stage in the funnel.
Testing that accounts for all of these different dimensions is a Herculean task. Therefore, marketers must use algorithms to optimize campaigns that offer the best possible prospect engagement every time, at each stage of the funnel.
Mintigo, recognizing this multifaceted issue, developed Predictive Campaigns™. Predictive Campaigns™ target the prospects with the set of campaign actions most likely to drive conversion rate and revenue. The secret is machine learning and predictive modeling. Together they personalize the buying experience of every prospect–and do that in scale.
Predictive Campaigns™ start with deep data. Mintigo leverages the thousands of data points on each prospect they mine from the web to create a CustomerDNA™, a quantitative model that measures the fit of a prospect to your solution. Next Mintigo leverages data from your marketing automation platform (MAP) about engagement, lead source and more.
The next stage harnesses the power of algorithms to solve which combination of asset, channel and time would perform best to achieve optimal results. For example, the model may target one prospect with a case study via a banner ad 2 days after they downloaded an eBook, but aim another user at a free trial a couple of hours after they visited the pricing page on the website.
There are several differences between Predictive Campaigns™ and traditional nurturing:
- Optimization: Predictive Campaigns™ are based on an optimization model, while traditional nurture campaigns are typically based on rules of thumb.
- Dynamically adjusted: Assets, channels and timing are dynamically adjusted based on user response.
- More granular: Predictive Campaigns™ create a unique and meaningful journey for each user.
The result is each prospect’s personal journey is tailored to usher him or her down the funnel in the most effective way. All of this is fully automated; the data and algorithms do the hard work. Predictive Campaigns™ will take all of those decisions, once made by a marketer, and rapidly, scientifically optimize them into a unified stream of engagement.