How Predictive Analytics Contributes to Pipeline and Revenue Growth

Apurva Pathak | August 4, 2022 | 654 views | Read Time : 05:00 min

Contribute to Pipeline and Revenue Growth
For B2B marketers like you, wouldn’t it be great to know which buyers are ready to purchase and when? It would be, but this doesn’t generally happen. Marketing and sales teams across businesses spend their time trying to find the perfect prospects instead of focusing on selling to the accounts that actually want to buy.

What Goes into Prospecting?

Prospecting is an entire process that is not only time-consuming but might not lead to anything worthwhile. Common steps involved in prospecting include:
  • Finding accounts that fit your target account profile
  • Zeroing in on the point of contact to get in touch with the account
  • Creating messaging to influence prospect’s buying decision
  • Wait for the prospect to answer calls

It is no wonder that prospecting is the most difficult part of sales. According to research by Sales Insights Lab, 50% of the prospects you go after aren’t a good fit for your product. To add to the mix, sorting through incomplete forms, questionnaires, anonymous web visits, and event attendee lists is backbreaking work.

Predictive Analytics: Pipeline Growth and Revenue Covered

ABM relies heavily on high-quality data management and analysis. It is based on quality and, not quantity. It can succeed only if the prospect account’s data like management hierarchy, business practices, pain points, requirements, etc. is interpreted, analyzed and utilized properly. This is where predictive analytics comes in. A predictive analytics model looks at how different parts of an account relate to each other and ranks them. A large amount of data can be successfully interpreted this way. Data mining, statistics, and text analytics uncover different patterns and relationships to give insights into an account’s behavior and outcomes based on data.

A Predictive Analytics Model Boosts Your ABM Strategy

Here is how predictive analytics can boost your ABM strategy:
  • Prioritizing Accounts Based on Rating
Marketing representatives need to approach prospects at the right time to capture expected revenue. Predictive analytics gives real-time data, forecasts into when to approach a prospect to get the conversion. With deep data insights, predictive analytics optimizes ABM and the allocated marketing budget.

  • Personalized Messaging
Personalized messaging is possible only when the data at hand goes beyond account intelligence-based numbers. Predictive analytics goes a step ahead, forecasts buyer behavior and gives marketers a tool to create content that appeals to every individual in the prospect account’s buying group and leads to conversion.

  • Objective Scoring
As accounts near the end of the sales funnel, predictive analytics forecasts the best time for sales overview, so risks like data deletion are bypassed.

Getting Ready to Adopt Predictive Analytics

To adopt predictive analytics in your ABM strategy, you need to follow these steps:
  • Create an ABM-centric organization where content marketers apply ABM
  • Marketing and sales teams need to understand predictive insights and its implementation in ABM
  • Align your marketing and sales teams
  • Decision makers understand predictive insights and how they are used at the grass-root level

Wrapping It Up!

Focus your investments on an intent data set based on predictive analytics and AI learning to make the most of the high-quality data insights without worrying about underlying technologies.

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KTS is a global growth acceleration solutions company expediting sales and marketing solutions across industry verticals.

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AdDaptive Intelligence Launches New Website and Logo

AdDaptive Intelligence | September 30, 2022

This week, AdDaptive Intelligence, the leading provider of account-based advertising and analytics, has released a new logo and website. "We started by exploring our business strategy, internal strengths, and market opportunities," explained Laura Goldstone, senior director of communications and branding strategy at AdDaptive. "Then we crafted messaging and designs that conveyed our differentiators most effectively. Strategic planning and cohesion throughout enabled a full brand refresh that spans all of our content, building on and elevating our voice and presence in the market." The new design's elements include: The gradient represents movement, adaptability, and depth as well as sleekness and tech-savviness. The logomark matches the A in AdDaptive. Its shape conveys AdDaptive's emphasis on analytics and success by representing a bar chart growing from left to right. When rotated, it can also resemble a marketing funnel, representing AdDaptive's ability to move key accounts toward clients' KPIs. The tagline informs audiences that they will achieve Smarter B2B Advertising by working with AdDaptive. "The ultimate goal of this project was to elevate our visual identity and tell an authentic story that embodies who AdDaptive is, what we do, and where we excel," said Alexandra Singer, senior graphic designer at AdDaptive. "Every decision in this process was intentional and strategic and done with our mission and vision in mind." While designing their new logo in-house, AdDaptive concurrently worked on a new website that would showcase this new design while also conveying their brand's narrative in a more compelling and data-driven manner. AdDaptive worked with web design agency Bop Design to produce a sleek, optimized, and organized website that conveys AdDaptive's value proposition clearly and thoroughly and provides intuitive navigation and flow. "We're excited that our new site leads with transparent, comprehensive account-based analytics, which is a main differentiator for AdDaptive," said co-founder Patrick Shea. "We're excited that our new site leads with transparent, comprehensive account-based analytics, which is a main differentiator for AdDaptive," said co-founder Patrick Shea. Co-founder Kevin O'Malley added, "Beyond the unique reporting we provide, our new site dives into how to use those insights strategically and how to ensure your campaigns are set up to yield successful results across marketing, sales, and overall business goals. We're excited for our website to walk through the customer journey step by step and hope this new layout provides a positive experience for all visitors." AdDaptive's customer journey as laid out on the new site is cyclical, starting with audience discovery either in the form of an ABM list or custom-built firmographic segments; leading into media activation and campaign deployment either through AdDaptive's curated deals offering or through AdDaptive's accounts management team; feeding into transparent insights in various analytics reports (namely Campaign Analytics and Site Analytics). But it doesn't stop there: AdDaptive's team then acts as strategic consultants, coaching agencies and brands on how to make analytics reports actionable. AdDaptive's team works with its customers to make effective advertising decisions by exploring the insights in previous campaigns' analytics reports and refining their target audience, KPIs, and budget in subsequent campaigns, thus feeding into the cycle for long-term success. "Storytelling is at the heart of how we connect with our customers on a human level," Goldstone went on to say. "While we lead with our insightful analytics and technological capabilities, the way we convey the power and value of those solutions is through stories - stories about the customer, internal teams, and the market. And when stories are supported by strong design, trust among customers increases exponentially and builds a virtuous cycle with tremendous upside." Readers can view the new website and logo at www.addaptive.com. About AdDaptive: AdDaptive Intelligence is the leading provider of Account-Based Advertising and Analytics. Deploying display, native, video, CTV, and audio campaigns for B2B audiences, AdDaptive's proprietary technology bridges offline and online data, optimizes ad campaigns, and provides transparent B2B analytics to help clients reach the accounts that matter most. The result is the industry's most accurate and strategic B2B ABM solution. For more information, visit https://www.addaptive.com/blog/ or follow AdDaptive on LinkedIn, Twitter, or Facebook.

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