There are two kinds of sales leaders in the world – those who embrace the winds of change and those who bury their heads in the sand. (Nicknames: “successful” and “not long for this field.”) And now that Predictive Intelligence is here, it’s time to decide which one you’ll be. If your C-suite isn’t asking about it yet, they will be soon. And they’ll expect you to know what it is and how it can drive your brand forward.
Before we look at the benefits, I’ll clarify some confusion. You may hear Predictive Intelligence used interchangeably with Predictive Analytics and Predictive Recommendations. All of those mean pretty much the same thing and you’ll hear all of those terms used for Predictive Marketing.
If you noticed the common denominator here, it’s “predictive.” By collecting and interpreting the right analytics, Predictive Intelligence empowers sales and marketing teams to serve up experiences – from content to sales touches – that cater to the precise preferences of each lead aand prospect. And the architecture of these experiences doesn’t require manual preparation. Instead, they happen in real time whether on email, phone calls, or online.
This takes the toehold gained with personalization and expands it into a web of significant interaction. It involves not just what the customer has done in the past but what they’ll do in the future.
Here’s how Predictive Intelligence is empowering sales and marketing deliver highly personalized, uqiue customer experiences for each customer.
Step 1: Capturing cross-channel data.
This is all about capturing customer data from your CRM, customer support, marketing automation systems and other platforms. Email click-throughs, content consumed, products purchased and shopping carts abandoned; all of these internal behavioral signals feeds a multi-dimensional profile. This holds true even for anonymous site visitors, whose identities can be retroactively linked to that contact record once you’ve acquired more data.
Step 2: Combine behavioral data with provided and demographic data.
The system now adds in factors like the lead’s job title, social media presence and company information. By combining all data into one picture, your team deepens their knowledge of the customer’s interests, preferences and needs. All of the customer data is fed into predictive modeling algorithms that anticipate their intent and provide tailored recommendations – not only for the customer but for your sales team in terms of when to call, what approach to use, how likely the customer is to stay with your brand and other information.
Step 3: Use this treasure trove of data to sculpt the customer’s brand experiences.
No matter what channel they’re on, the customer receives personalized recommendations, tailored content, and strategic messages based on the predictive algorithms. But it doesn’t stop there. Every additional interaction educates the algorithms on how best to approach that customer, helping teams provide even more compelling touchpoints.
As a very general example, let’s say a prospect is looking at laptops from your online store. Your Predictive Intelligence algorithm tells you they are ripe to buy – not because of any internal signals you’ve seen but based on social media activity. You send them a special offer and sure enough, they buy. Next step: suggesting a specific monitor they’ve looked at before that’s popular with other customers. Easy enough so far.
But now it gets interesting. The algorithm identifies this customer as likely to return their laptop. So your customer support team leaps into action, proactively contacting the customer and solving any challenges they’re experiencing to prevent a return. Going forward, all of your upselling, cross-selling and customer retention programs are based on Predictive Intelligence, including hidden insights your team wouldn’t have found on its own.
The beauty of it is, none of this has to be thought out or decided by your teams. The modeling program does it automatically. Customer relationships are strengthened and deepened for long-term brand loyalty while your company can scale much more efficiently.
But that’s just the beginning of our look at Predictive Intelligence. Next time we’ll examine it from the buyer’s perspective so you can see why this is a technology that benefits everyone in the sales transaction. Stay tuned.