How to Leverage Predictive Analytics for Qualified Leads

Don’t be left lost in a world of spinning predictive data. Learn how Predictive Analytics can be integrated into your lead generation strategies for increased sales.

This article is meant to help you know how predictive analytics stir up leads and what you can do to convert those leads into new clients. Engage newer strategies to use predictive analytics to get qualified leads. You can convert those leads into new business when you identify ideal buyers faster. Predictive analytics has grown into a strategic cornerstone to empower digital business and segment customer experiences for better lead generation.

Fine-tuning your lead generation tactics will generate a higher percentage of the right leads. You want the customers who can really benefit from your business and are serious about engaging your services. Helping the right customers find your business online by optimizing your marketing efforts for conversions is our passion. Predictive marketing enables you to recognize the highest quality leads to pursue. A SEO and Marketing Audit can reveal insights to improve your lead generation efforts.

Increased data variety and velocity can help the ability of a business to both cleanse data before analyzing it and make better decisions. Data “trust” for solid predictive analytics is critical.

QUESTION: What is lead generation marketing?

ANSWER: Predictive lead generation marketing is the professional practice of extracting key information from customer data sets to decipher a logical pattern and predict future outcomes of user behavior. This information is essential for both earned and paid search marketing.

“According to Wikipedia, “In marketing, lead generation is the initiation of consumer interest or inquiry into products or services of a business. Leads can be created for purposes such as list building, e-newsletter list acquisition or for sales leads. The methods for generating leads typically fall under the umbrella of advertising, but may also include non-paid sources such as organic search engine results or referrals from existing customers.”

How to Leverage Predictive Analytics to Get in Front of Potential Clients

Business can enable higher levels of consumer engagement with predictive analytics.

Predictive marketing leverages your data to predict who your ideal customers are – those individuals most likely to make a purchase. You can reduce the time you spend guessing who is ready to buy, and focus more time on closing new deals. Too many are relying on guesswork to drive marketing decision and wonder why they are floundering. Predictive analytics for qualified leads is incredibly appealing to businesses with limited resources. Trim time and budgets; put your efforts where they really count.

4 Things to Know to Streamline Your Lead Generation ProcessReaching Minneapolis mobile buyers with predictive analytics

1. Know What a Good Customer Looks Like

2. Know Customer Activity on Your Website

3. Know Which Ones are Bad Leads Early On

4. Know How to Apply Statistics to Increase Revenue

How to Prioritize where you have the Best Shot at Winning a Lead

1. Know What a Good Customer Looks Like

You must know what a good customer looks like before you can accurately predict which prospects are most likely to turn into great customers. Computations on the back end of your data to get visibility into your sales. If you are marketing to a lot of contacts who are never going to buy your product, pause, and then leverage predictive analytics to determine qualified leads that convert.

2. Know Customer Activity on Your Website

You can viciously acquire data by leverage Google Analytics and conversion tracking from your AdWords campaigns. Track purchases, sign-ups, and other website conversions to determine whether or not a list should be added to your lead nurturing process., When you know what valuable customer activity is happening on your website, your next tasks and activities can be more effective.

3. Know Which Ones are Bad Leads Early On

Filter out the bad leads on the front end. It is no longer about how many leads you gain; it is about how many good leads you have. It is less about your cost per lead, but about your cost for a solid lead. It is no longer about the gold in your nurturing database; it is about surfacing the gold at the right time with the right message.

4. Know How to Apply Statistics to Increase Revenue

Be sure to have a thought leader on your marketing team who keeps up-to-date with the most current lead generation knowledge and application skills. Having data is no longer sufficient. You must have someone who knows how to read predictive analytics, implement your lead generation strategies, and know the best way to apply statistics to increase your business revenue streams.

Nurturing Leads with Paid SearchNurturing leads with paid AdWords advertising

Generating leads for new business has to come from somewhere. To secure your business’s future, nurturing leads is the life link between your digital marketing efforts and making sales and revenue.

They embody the promising client lead from someone who has expressed interest. While every lead may hold some potential, solid leads end up being the money you have in the bank. Once your website has AdWords conversion tracking implemented correctly, you can better track your lead generation successes. Google Analytics reports can be set up that will notify you of lead activity and be emailed to someone who manually enters the data into your CRM system. There are many for purchase systems that simply the processes and help differentiate whether an individual lead was generated by your PPC advertising or by another digital marketing channel, and which one.

You only get one opportunity to seize the AdWords click data, which is when the visitor first goes to your site. Turn auto-tagging on and then locate for the gclid value in the query string. Next, allocate a local cookie that will gather the name and value pairs in the query string you want to track. When the email is sent, include the cookie’s data along with the other information you add into your CRM.

The goal of lead gen is to develop a method of nurturing prospects into your lead-tracking system, which is called a goal funnel in Analytics. Then you can learn more about prospective buyer needs and purchasing patterns. Once you understand your customer’s wants and wishes, data can be segmented in niche lists for running a remarketing campaign.

Most eCommerce sites have a sales team that is trained to close the deal, which then begins the process of serving a new customer. Over time, additional marketing messages may facilitate repeat sales as you continue to learn more detailed information about the prospect. A successful strategy keeps topping-off the conversion funnel with qualified leads. Collecting, storing, and interpreting the data information from your site visitors is a numbers game because not every click that is won converts. By casting a wide net, your business can increase its chances of getting qualified leads with PPC advertising. One happy new client may spread the word and turn into multiple leads for your business.

Lead conversion is a critical success factor for every single business, but it’s even truer in spades for small businesses. Below are five typical mistakes we find that companies make during the lead nurturing process. Follow our seasoned advice and practical tips for how to correct them.

6 Lead Nurturing Mistakes and How to Repair Them with Predictive Analyticshow-to-use-predictive-data

Mistake 1: Being Too Passive at Reaching Your Target Audiences

Mistake 2: A Blanket Approach to Winning Online Leads Vs Predictive Analytics

Mistake 3: Trying to Generate Leads by Focusing on Yourself

Mistake 4: Attempting to Generate Online Leads from Poor Data

Mistake 5: Lack of Flexibility to Incorporate Predictive Analytics Fast Enough

Mistake 6: Lead Generation that Depends on Unpredictable Marketing Results

HOW TO AVOID 6 COMMON LEAD GENERATION MISTAKES

MISTAKE 1: Being Too Passive at Reaching Your Target Audiences

Don’t wait for your target audience to find your website. You can show prospective clients that you know their wishes, and they need not be waiting forever to find you. A leading Forrester survey reports that prospects are now as much as 90% of the way into their purchase decision before they ever reach out and contact a sales rep. That means that if you are not making an active effort to generate online leads, you’ll likely see your competitors win the new business you are waiting for.

SOLUTION

As computers gather data on context and user responses, you need someone who can read the data and use it to predict what will satisfy a particular search query. Although challenging, this new opportunity to create more relevant content presents exceptional insights for businesses to deliver differentiating value through more personalized, relevant and timely communications and offers that drive customer benefits, user satisfaction, and client loyalty. To capitalize on otherwise hidden opportunities, if you use predictive analytics, you can advantage of the wealth of information assets readily available to you.

Win the attention of prospects early on in their purchasing journey. To garner new qualified leads from your digital marketing efforts, you’ll need to focus on generating awareness among your target audiences. One way to accomplish that, invest in AdWords advertising campaigns which are coupled with thought leadership and relevant content that is designed to engage each pre-determined segment group. As viewers respond, maximize core tenets such as marketing automation and account-based marketing to attract those buyers in a hyper-personalized manner.

Mistake 2: A Blanket Approach to Winning Online Leads Vs Predictive Analytics

Leverage predictive analytics to know the different segments of your email marketing database well, you will want to create unique promotional offers to fit each one’s interests. Tailored ad creative work when developing both organic and paid marketing efforts is critical when determining which stage each prospect is at in your marketing funnel. By developing concise Ad copy that resonates with buyers at each stage in your marketing funnel, you will increase your success rate at accruing new client interest.

SOLUTION

Your business has much to gain by adding predictive analytics to your lead generation. Categorize your prospect groups into segments, and learn how to predict the types of content and information each user group finds most helpful. Create a content marketing strategy that fosters trust in your brand as the supplier of beneficial and reliable industry information. Integrate goals and conversion tracking on your AdWords Campaigns via Google Analytics to discover their buying journey.

It’s also important to examine which stage of the funnel each possible client falls in when forming both your ad messages and optimized web content. Newer prospects who are just introduced to your company should be served ad creative offering a higher-level summary of your solution. Those whom you categorize as mid- or late-funnel prospects will be individuals who have previously visited specific product or service pages. In this case, predictive analytics for lead generation may mean displaying ads focused on that particular product and offer more details to empower a purchase. Insightful infographics, white papers, or case studies can answer questions about specific product capabilities.

Mistake 3: Trying to Generate Leads by Focusing on Yourself

Avoid dizzying your viewers by trying to use all of features in your marketing automation platform simultaneously. If you sideline incorporating predictive analytics with your lead generation strategy you may miss the point of their technology.

SOLUTION

Be sure to create interesting, relevant conversations with the right people. You web content and marketing dollars should not create an impression about how you can use bells and whistles. It should be clear solutions to their problems. Keep your digital marketing messages simple, relevant and about them. Predictive analytics is all about knowing your clients and what prospective buyers want. It is “other focused” and knowing “their” needs and wants well.

Mistake 4: Attempting to Generate Online Leads from Poor Data

It is easy to let your business database of leads slowly languish. Individuals often move to another role or job altogether, and your last contact is now missing. If you get behind in refreshing your customer information, you need to mitigate attempts send out that reach the wrong individual.

SOLUTION

Career paths are extremely fluid these days, which means titles and roles of your prospective buyers will often chance. Make sure your customer database and CRM for lead generation are current to increase your chances of getting a viable lead. With so many businesses feeling inundated with aggravating messages grasping for attention from people who are unlikely to buy from you, it is very important to clean your data, avoid spam, and properly set-up your Analytics and Google AdWords tracking.

After all, the average on-the-go consumer is a fast-paced and evolving target; harvesting insights from the right data helps business keep pace and anticipate buyer needs. Utilizing that predictive analytic data is your gold mine of market intelligence for anticipating buying decisions.

Mistake 5: Lack of Flexibility to Incorporate Predicative Analytics Fast Enough

If your business lacks the tools and staff to utilize the performance, flexibility, scalability, and the value of lead generation, you can easily incorporate predictive analytics into your future routine operations. Large corporations may have so many tiers of approval that it bogs them down to move fast enough with the flexibility that offers better results.

SOLUTION

Empower you staff with the ability to respond to data in a timely manner. Recognize that you are watching moving targets. Predicting your best lead generation dollar spend involves evolving data, conversion rates, new customer acquisition, customer retention percentage changes, and evolving competitive landscapes. Plan in advance to align lead generation teams to different stages of your sales funnel. The typical approach is to divide and match your lead generation messages to fit into the top of funnel, middle of funnel, and bottom of your funnel.

With faster product development, and increasingly flexible manufacturing systems, you can stay on top of your digital lead generation by aligning expectations and responses with a flexible approach.

Mistake 6: Lead Generation that Depends on Unpredictable Marketing Results

If your marketing is not producing the right kinds of leads, or a sufficient number of leads, you may be boggled without a clear set of target customers. Predictable digital marketing can be achieved when you know your biggest pool of potential clients, or individual’s best suited for your particular product.

SOLUTION

Focus your outbound strategy on how to create dependable and predictable revenue growth. Invest in your ability to accurately predict what your clients want. This investment will help you avoid wasting time and more money guessing. Instead, you gain the benefit of only investing in lead generation marketing strategies that promise predictable results, and in turn, dramatically can increase your revenue while decreasing your marketing costs.

If you go with a profit model for your AdWords marketing campaigns, the reasonably high lifetime value of a qualified lead will justify the higher cost per lead. Your AdWords campaigns can also be called traffic-generating campaigns or lead-generating campaigns with the right strategies engaged.

By following our best practices in Predictive Analytics, you can concurrently increase revenue and decrease marketing costs. Improve your ability to accurately predict what your customer’s want, when they want it, and how they want.

using predictive analytics for lead generationWhy a Lead Nurturing Strategy is Necessary

Lead generation is all about nurturing and maintaining great relationships in the digital space as well as face to face. Lead nurturing establishes a presence on the marketing platforms and social channels where your buyers are present. Once you have earned being noticed, engage your followers by answering their questions, and demonstrate why your business is the best solution. Informative, user-focused web content and compelling communications increase the chance that they will want to know your business better.

Know How to Reach Mobile Buyers on Various Devices

The attempt to target a list of prospects based on a single variable or unproven buyer personas is a poor solution. Digital marketers who depend on simple targeting often do so because they aren’t aware of improved possibilities. When seeking to sharpen your ability to reach new prospective buyers, try to recognize more than one meaningful variable that truly signals some key aspect of your customers and prospects. Today mobile buyers are becoming savvier and perhaps more complex that simple persona-based marketing efforts or univariate targeting can take credit for.

You may feel like you know your digital niche so well that it is reasonable to just make assumptions and move ahead with new content. However – when put to the test – most of the time, that doesn’t correlate or predict future purchase behavior to the granular level you need to be successful. Too often we see that someone chose the best criteria in their hands, but are found to be missing hundreds of key variables and characteristics that give a spot-on and dynamic view of patrons and can distinguish best prospects.

Take a stab at it to see how you can improve your optimization to meet searchers’ intent. We can help you run an SEO campaign or an AdWords campaign that couples with predictive targeting rather than a random or hypothetical selection and watch the results like a hawk. With a controlled AdWords group, you’ll quickly love the power and ROI of predictive prospecting and lead generation.

Growing Use of Predictive Analytics in Healthcare

SEO professionals who know how to decipher patterns in data for spotting marketing and content creation opportunities, will also avoid advertising spend pitfalls they may otherwise miss. To make smart decisions for your business, you need to understand what drives results. Advertising success is predictable when you can better identify what your consumers want.

Businesses within the medical niche and other industries find that predictors are most valuable when their knowledge produces clear action steps to better wins. The willingness to invest time and dollars into utilizing historical and real-time data is currently being used to mediate hospital readmissions, understand what patients are searching for online, and manage high levels of demand for specific treatments.

Let’s take a dental health care provider for an example. To achieve gain cost savings through partnerships, administrators who understand and can better predict provider and patient behaviors can leverage these assessments into action steps. Data analytics are the key to predicting patient needs and behaviors more accurately. With reliable data and the ability to leverage it, a dental surgeon can better prepare patients for positive oral health outcomes.

Any business that is looking for ways to differentiate themselves from their competitors, by identifying how existing customers rate the benefits of their products, an effective strategy to retain and grow clientele is more easily attained.

Tremendous Diversity in Data Types and Ease of Management

According to an article published online Feb 7, 2014 by the National Institute of Health, “big data in healthcare is overwhelming not only because of its volume but also because of the diversity of data types and the speed at which it must be managed”. The article by Wullianallur Raghupath and Viju Raghupathi and titled Big data analytics in healthcare: promise and potential,

It concludes that useful data in healthcare is evolving into a promising field for providing predictive insights that can be used to develop better outcomes while reducing business costs. The challenges that exist with data management are worth overcome because its potential is so significant to both providers and those needing services.

By digitizing, combining and effectively making better predictions via big data, businesses stand to realize significant benefits. The may include gaining key knowledge at earlier stages in the buyer journey about user intent; reach specific audiences more quickly and efficiently, and address better setup and readings of big data analytics. Certain developments or outcomes may be predicted and/or estimated based on vast amounts of historical data, where currently too little exists. In turn, your site may show up more often in local map packs and other new featured snippets.

“Big data analytics can enable more than $300 billion in savings per year in U.S. healthcare, two-thirds of that through reductions of approximately 8% in national healthcare expenditures.” – McKinsey

5 Statistics to Know About Lead Generation

Facts that may move you from the shadows of using predictive analytics for lead generation to making it a prominent focus:

• 93% of B2B buying processes start by a business using digital search. Pinpoint Market Research

• 79% of marketing leads never convert to sales. Having no lead nurturing process in place is the primary cause of poor performance. Marketing Sherpa*

• Businesses that have built in lead nurturing tactics are generating 50% more leads that ready to by AND at a 33% lower price. (Forrester Research)

• A mere 35% of B2B Marketers have their lead nurturing strategies operative, which gives the businesses who jump into the process sooner a strong competitive advantage. Demand Gen***

• Companies well-familiarized with utilizing predictive analytics for lead generation have a 9.3% higher sales quota achievement rate (CSO Insights)

• 49% of B2B marketers plan to increase their lead generation budgets this year; 44% will keep budgets the same. (B2B Technology Marketing Community)

How Predictive Analytics Responds to User Engagement

Some demographics behind the users who search for specific terms that are matched to your website are noted, as well as their activities. Predictive analytics now reveal a lot about user intent. When analyzing data, if a significant number of users search for one unique phrase at a certain time, it can be an indicator that the term is tied to a major news, holiday, or annual event. Computers also pinpoint which search results prompt noteworthy user behaviors.

Valuable conclusions based on user behaviors, which in turn can be used for lead generation. Here are a few:

• Users who consistently use the same search terms and favor one particular SERP link.

• When viewers who click that link consistently hit the back button to return to search results.

• Predictive analytics decipher that the link doesn’t provide a good user experience went sent there.

• Result: this particular web page drops in ranking for that particular search query.

7 Specific Questions Predicative Analytics can Answer

Combine your data from Google Analytics, social media analytics, and any third party tools you are using. Now that you have sources a sufficient amount of quality date, use it to detect trends, correlations, and consumer sentiments. It can provide a wealth of insight for understanding customer needs, wants and intentions, answering critical questions such as:

1. What do new viewers think about your content? How well are you satisfying a user’s query?

2. What existing content is successfully driving your social media activity, user behavior on web pages, and sentiment found in reviews?

3. How do you sort through your data? How much data do you need?

4. Are you making your best investments in products and services, SEO and paid search campaigns?

5. Are you getting your marketing messages in front of your intended audiences?

6. Is your site successfully answering voice searches?

7. How well are you listening to what they want?

 

Why a Lead Nurturing Strategy is Necessary

We typically find that most small businesses need the leads coming in faster than the time it takes to master lead nurturing web strategies on their own. You can get the leads you need faster by enlisting the services of a digital agency. To make the most of your business’s potential sales opportunities, request help to leverage predictive analytics for qualified leads.

New Qualified Leads are the Future of Your Business

Lead generation may be targeted both new clients and existing clients who may benefit from an additional purchase from you. They each involve a unique process. Since customer satisfaction is critical to re-marketing to your clients, your initial predictive analytics used to generate that lead can now reap payoffs many times over. A new client opens up your world of opportunity to exceed client expectations and retain their business for years to come. With the right strategies in place to use predictive analytics for qualified leads, you can reach potential clients searching for a business like yours.

SEO Workflows for Predicative Analytics and Lead Generation

After compiling all of the data that a predictive SEO platform uses, an SEO expert can self-calibrates its search engine strategy. With a combination data gleaned from Google Analytics and other means of artificial intelligence, it is easier to own higher degree of correlation between your search engine model and your target search engine environment. Rather than sorting through a sea of alternative search scenarios and optimizations, your business can find the most efficient path to increase traffic for your targeted web pages.

Some businesses have SEO teams that are tasked at fixing optimization issues once it’s too late, or after the pages have been crawled by search engines. We prefer a predictive modeling approach for lead generation. Using the predictive analytics approach to identify issues before they have a negative impact on the bottom line is much better.

Of the different theories around predictive analytics either could be more right or wrong for your business needs. Predicting SEO definitely has a huge difference in ROI and reduces testing overload. Predictive analytics gives a clearer path to winning in SERPs versus your competitors and helps you get a better grasp on where to allocate your SEO and SEM budget.

Predicative Analytics Tools

There are many tools to use for predictive analytics for qualified leads – all which help. For SEO workflows you generally have to think which tools use historical reactive data that help answer what has happened if the number of visitors drops. Tools that are predictive in nature and those working in search engine optimization answer “what happen”. What we have learned over the years that the right SEO tools really depends on the culture of an organization.

You can find a informative list of SEO predictive analytics tools below**.

As the nature and amount of big data evolve, so too must SEO’s analytics techniques. We must scale up to the complexity and sophistication of analyzing that is necessary to accommodate volume, velocity, and variety. Times of data collected exclusively in electronic records and other structured formats are in the past. Increasingly, high-value predictive data is in multimedia format and unstructured as well as structured and semi-structured. This creates a dimension that makes available data both interesting and enormously challenging.

Structured data is data that is easily stored, queried, recalled, and analyzed by search bots. It is and more easily manipulated by machine learning. Historically, structured and semi-structured data included instrument readings and data generated by the ongoing conversion of paper records to electronic records. Today, it is quickly present in formats that can be captured, stored and organized so that it can be manipulated in fractions of a second by computers and analyzed for useful information.

Some researchers are focusing on ‘data assurance’. This is the area of big data, analytics, and outcomes that can be counted on for being error-free and credible. Data quality problems are of acute concern for two primary reasons: revenue depends on these decisions. By having the most accurate information and quality data, especially unstructured data, it is easier to predict accurately and obtain the successes that are needed.

“We think that manufacturers and retailers alike can greatly reduce the cost of forecasting errors by embracing accurate response, a new approach to the entire forecasting, planning, and production process. We believe that companies can improve their forecasts and simultaneously redesign their planning processes to minimize the impact of inaccurate forecasts.” – Harvard Business

The problem is most data isn’t valuable, and no matter how many times you chant “predictive analytics”, that won’t change. – Eric Jonas, Salesforce

“How many chances do you get to be wrong in a Macro-Level Forecast? One. You get One. Q4 2017 only happens once, full stop. Machine Learning systems need to experiment, fail, and improve. But when it comes to Forecasts, YOU don’t get a chance to learn from mistakes – fail badly enough and you’re out of a job.” – Power Pivot Pro

Engage a Marketer for Long-Term Predictive Analytics Benefits

Existing analytical SEO techniques can be applied to the vast amount of existing (but currently unanalyzed) business data to reach a deeper understanding of how users interact with a site’s web pages and marketing efforts. This can then be applied at the point of curating fresh content, social media post, and how to allocate PPC spends, and adding industry-specific markup. Ideally, digital marketing directors can keep the whole team involved during the decision-making process and to help determine the most appropriate decisions to drive future business revenue.

The Layers of the Onion idea is an excellent visual for nurturing a lead through the process of getting to know your business to become a long-term customer. Recognize that most prospective clients want to get to know you in small steps. If you want to win more leads through PPC AdWords advertising for effective lead generation, we’d love to partner with you. By sending AdWords traffic with fine-tuned Ad copy to a dedicated and well-optimized landing page, Hill Web Creations increased leads by 4x for one client within the first month of service.

Hill Web Creations offers advanced methods used for agile analytics, B2B business sites, churn modeling for marketing, cross-enterprise deployment, cyber-security issues, mobile deployment considerations, healthcare analytics, lifetime value client assessments, paid marketing, modeling methods, creating best offer copy, predictive investing , retail analytics, predicting retail sales, product seasonality and other contextual factors, thought leadership, and other innovative applications that benefit businesses in new and creative advertising.

Forecasting can be described as when we anticipate the behavior of many people (such customers, business partners, and potential clientele), typically on “Long-term” timelines. Predictive Analytics centers more on anticipating the behavior and search intent of one individual (most of the time that is a customer) on a “Short-term” timeline.

Don’t wait to get started. Today you can gain AMAZING and focused insights with Predictive Analytics. Some argue that not every company has a need for it yet – but chances are high that your business DOES. More often we find that clients come to us because they feel they need help to be ready for Machine Learning and related predictive technologies. If that is you, let us know and we’ll be glad to help.

Predictive Analytics Services for Business Growth

Helping business leverage predictive analytics to get in front of potential clients. Learn how Predictive Analytics can be integrated with a lead nurturing strategy. Predictive analytics services typically start at $3,500.00 for e-Commerce sites (Offer ends 1 January, 2020).Jeannie Hill, owner of Hill Web Creations can be easily reached at 651-206-2410.

Email Jeannie Hill at jeannie@hillwebcreations.com to enlist our services for predictive analytics for lead generation, request our Digital Services for Lead Generation

 

 

* www.superoffice.com/blog/lead-nurturing-strategy/
** www.softwareadvice.com/bi/predictive-analytics-comparison/
*** www.demandgenreport.com/industry-topics/demanding-views/2336-the-10-commandments-for-lead-nurturing-success.html



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