scoring PREDICTIVE SCORING VENDORS

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1 scoring PREDICTIVE SCORING VENDORS

2 An overview of vendors in Predictive Scoring Vendors Predictive categories Lead Generation Lead Scoring Opportunity scoring Churn/upsell/cross-sell Lattice Engines (US) IKO System (Europe) Leadspace (US) Infer (US) Growth Intel (Europe) Mintigo (US) Fliptop/Linkedin (US) 6sense (US) Everstring (US) Vendors are listed in no particular order. Sources: TOPO, Gartner, Sirius Decisions, corporate websites, G2crowd & other customer reviews

3 Vendors differentiators Pain points addressed by vendors This comparative report takes into account vendors in the U.S. and Europe that provide SaaS predictive lead generation/scoring. The study shows that the sales funnel today is predominated by vendors focused primarily on scoring incoming or existing leads. We identified 30 vendors on the market by October 2015 and collected insights on 9 main vendors, combining reports from research firms (Gartner, Forrester, Topo, Sirius Decisions), user reviews, analysts reviews and corporate websites. None of the vendors analysed in this report offer predictive pricing. We include Fliptop in this report, even if its recent acquisition by LinkedIn (Sept. 2015) might get this actor out of the market, stopping the acquisition of new customers and discontinuing the current ones in the medium term. This report indicates that these predictive lead scoring solutions all deliver the most value when addressing issues such as : lack of new high-conversion leads, declining conversion rates (from marketing qualified leads to opportunity or opportunity to closed deal), longer or unpredictable sales planning, weak forecasting and pipeline management. Most users see ROI within the first 90 days. Lattice Engines, Mintigo and 6sense are vendors that cover most parts of the sales funnel. There are only two European players for seven major U.S. players. This gap shows a fair picture of the market drivers (while we think many new players will likely appear in Europe in the following months due to a strong demand in Western Europe countries). The choice of an US or European vendor strongly depends on their local data coverage. All predictive solutions rely on external data (leads, companies, news, financials, etc.) and available business data is strongly fragmented by geographic location. This means a U.S. vendor can hardly build an efficient model without intensively leveraging local data. This is also why vendors actively communicate about their external data coverage. To learn more about pain points and practical implementations, read our free report The DNA of Your Next Customer. The report covers expert advice on vendors and showcases usage scenarios.

4 Pricing and existing customers Starting price Custom service intensiveness Customers Lattice Engines (US) $36, Citrix, Dell, Demandbase, DocuSign, EMC, Five9, HireVue, McAfee, PayPal, Staples, SunTrust Bank, VMware IKO System (Europe) $16, Adobe, Bertelsmann, Cedexis, Commscope, Crossknowledge, Infor, Oracle, Marketo, Mercer, SAP, Tableau, Tibco, TideMark Leadspace (US) $36, Adobe, Akamai, Autodesk, D&B, Five9, IBM, Microsoft, Oracle, SAS Infer (US) $30, AdRoll, Atlassian, Box, Cloudera, Concur, Hubspot, New Relic, Nitro, Optimizely, SurveyMonkey, Tableau, Xactly, Zendesk Growth Intel (Europe) n/a n/a British Telecom, CambridgeFX, Lloyds Bank Mintigo (US) $100,000 <20 Docusign, Equinix, Netfactor, Neustar, Raytheon, ReadyTalk, Redhat, Seagate, SolarWinds, Time Warner Cable, Fliptop/Linkedin (US) $24, Blackbaud, Cornerstone On Demand, Intuit, InsideView, 6sense (US) $200,000 <30 BlueJeans, Cisco, CBS, CSC, Dell, Lenovo, NetApp, NetSuite, VMware, Xactly, PTC Everstring (US) $18, x8, Apttus, Comcast Business, Infusionsoft, Offerpop, Microsoft, Zenefits Prices per yearly subscription without set-up. Sources: TOPO, Gartner, Sirius Decisions, Forrester Research, G2crowd, analysts reviews, corporate websites

5 Pricing and existing customers Pricing drivers We can see that prices vary greatly, from less than $20k to more than $200k. Apart from the number of models, the volume of existing data to be included in the model varies greatly between customers, from 50k leads to 10-20m leads (as for some Mintigo/6sense customers). In general, entry-level prices obviously indicate a standard solution which can be up and running in hours or days, while high-priced solutions indicate a service-intensive approach to build the models, with weeks/months to have a custom implementation running. We highlight (table) the levels of services required at the start, based on analysts and users reviews. As stated above, vendors differentiate themselves by their access to local business data and by their experience in reaching a specific goal (lead generation, scoring existing leads, scoring opportunities, scoring for renewal/churn or upsell). This is why we can see the same companies appearing in different vendors customer bases. Adobe and Oracle both use IKO System in Europe and Leadspace in the U.S., Docusign uses both Mintigo and Lattice Engines for different goals. Five9 uses Lattice Engines and Leadspace in the U.S. Microsoft uses Leadspace for lead generation, and Everstring for opportunity scoring. Tableau Software uses Infer to score its inbound leads in the U.S. and IKO System to acquire new scored leads in Europe. With most vendors offering low entry prices, some large customers try out multiple predictive lead scoring applications in parallel (as we can see in the lists of customers in table 2). Vendors price their solutions using an annual subscription model based on the following factors: The number of predictive models, also called territories (i.e. a product for a specific persona, firmographics and location). The volume of internal data to be injected in the model, and the type of data/source (ex: tapping into marketing automation platforms to inject lead behavior into the model increases the price). The volume of leads generated (for Predictive Lead Generation vendors), the volume of leads scored (for Predictive Lead Scoring) or the number of opportunities (Predictive Opportunity Scoring). Increases based on complexity and enrichments. The number of users for sales applications (such as Lattice Engines and IKO System). All vendors bill additional services for implementation and onboarding. We used analysts reviews, user reviews and direct user feedback to evaluate the service intensiveness of each of the 9 solutions (see table on previous page).

6 Customer concerns Conclusion While most users see strong ROI from these solutions, some of them express the following concerns: Blackbox: Greater transparency around implementation and need for greater customization within the application. The challenge with predictive scoring algorithms is to digest the key patterns influencing the score for a specific model. Need to simplify usage: Time consuming processes within the application make it difficult to use. Need to educate and convince SMBs on the pricing: SMBs find the solution expensive, though are convinced by the ROI after using it. While predictive solutions generate strong interest from CMOs, both in the US and in Europe, many vendors still provide non-standard products requiring service-intensive solutions. While the market is structuring itself, and along with the acquisition of Fliptop by LinkedIn, we anticipate that solutions will become simplified over time with less differentiation between vendors. We have seen that some customers purchase multiple predictive solutions to ensure accuracy (with vendors access to local business data) or reach different goals (either for lead generation, lead scoring or opportunity scoring). As vendors and users identify clear benefits in the funnel and rapid ROI, the massive adoption of predictive scoring solutions is likely to come, clearly following the path of marketing automation platforms which have grown from zero to $1.5b in revenues in the last five years. IKO System is a Predictive Lead Generation + Lead Engagement Automation solution used by 200+ customers in Europe. We build lead generation machines for large enterprises and fast growing companies. Marketers, VP of Sales and business developers use the solution to: Identify high-conversion scored leads and accounts for a territory Build automated lead engagement sequences to scale and detect more opportunities. IKO offers integrations with Salesforce, Marketo and Hubspot and Oracle CRM. Authors of this report: Sabah Khan & Nicolas Woirhaye All sources: Access to more resources on: