We’ve talked about the basics of Predictive Intelligence – how it works and how it benefits your company. Essentially, by using a sophisticated algorithm that uses a variety of data to predict customer needs and behavior, your company is empowered to make smarter sales and marketing approaches.
For this reason, Predictive Intelligence helps even medium sized companies provide the tailored sales and marketing that’s made giants like Amazon such a success. In a highly competitive landscape where companies are fighting to engage and retain customer attention, Predictive Intelligence technology helps smaller brands offer the personalized conversations that move leads and customers from awareness to close.
Today we’ll explore the buyer’s predictive journey – how Predictive Marketing feels and looks from their point of view as they move through the funnel.
In this scenario, you’re going on vacation. You’ve booked your airfare and now you need to book a hotel. So like anyone would, you hop onto Google and start looking for hotels in the city you’re visiting.
You land on a site showing you several different hotels, all close to the airport. They look decent enough but you’ve never been to this city and want to investigate a little more before committing to a hotel that might be in an inconvenient location. You type in a few tourist attractions you want to visit to see if they’re close to these hotels. But ultimately you close your browser and decide to pursue it later.
Do you feel any “predictive magic” taking place at that site? No, not yet. But behind the scenes, a Predictive Intelligence program has already logged your browser footprint and is tracking your activity. The hotels that it showed you? Those weren’t selected at random. They are popular picks with other visitors to that city.
The next day you return to the hotel site. To your surprise, it’s now showing you a whole new crop of hotels. Why? Because those are hotels are closer to the tourist attractions you looked up. When you select one, an ad pops up offering a special discount if you log in through your social media account. You accept, but you’re still not ready to commit to a hotel yet – so you close down again.
Of course, Predictive Intelligence is hard at work. Not only did it show you a “better” selection of hotels more in tune with your agenda, it’s now identified you through your social profile and added that information to your existing profile. That night you ask friends on Facebook for recommendations on what to see in your destination city – which helps the program understand your interests even better.
Now the site creates an email tailored to your vacation interests, which you receive that night. It contains a coupon for one of the tourist attractions you looked at and invites you to complete a brief survey on your vacation preferences, agenda, desired price range and other questions. As thanks, you get a great hotel offer and click through to the site. You complete your reservation, pleased with your savings and assured that your family will stay in the right part of town close to your desired attractions.
At this point, you think you’re done with the site. In fact, you receive a special offer email a few days later for a discounted rental car. And over the next year, continue to receive the occasional email offering you vacation packages tailored to your family interests and budget. It’s much faster and convenient than searching online through random sites, so you wind up booking another vacation through them the following year.
You’ll note something important here. This wasn’t an online retailer bombarding a lead with generic email offers and ads. Every touchpoint was tailored to your interests. It was a buying journey centered around convenience and relevance. This is how companies are leaving the world of deleted email offers behind and adopting an intelligent, informed approach to digital marketing and sales.
Predictive Intelligence is the ticket to not only engaging customers, but closing the deal. Of all the tools in the sales team bucket, this may be the newest and shiniest but it’s definitely here to stay.