Rohit Prabhakar: Driving Customer Centric Innovation with ABM + AI

1. R O H I T P R A B H A K A R @ M C K E S S O N
D R I V I N G C U S T O M E R C E N T R I C I N N O V A T I O N

2. @ R O H I T P R A B H A K A R

3. D I G I T A L M A R K E T I N G C O E T E A M
• PRODUCT MANAGEMENT + UX
• MARKETING OPERATIONS & TECH
• TRAFFIC ACQUISITION
• DATA & ANALYTICS
• CONTENT
@ R O H I T P R A B H A K A R

4. @ R O H I T P R A B H A K A R

5. @ R O H I T P R A B H A K A R

6. O U R J O U R N E Y
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7. G E N E R A T E
B U S I N E S S V A L U E
D I G I T A L S T R A T E G Y
B U I L D
B R A N D
E Q U I T Y
S U P P O R T
E N T E R P R I S E
A G E N D A
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8. @ R O H I T P R A B H A K A R

9. @ R O H I T P R A B H A K A R

10. 1 . I D E N T I F Y T A R G E T
A C C O U N T S
2 . M A R K E T T O T A R G E T
A C C O U N T S
3 . M E A S U R E P E R F O R M A N C E
B Y A C C O U N T S
A B M I S C U S T O M E R C E N T R I C
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11. M C K E S S O N ’ S A B M A P P R O A C H
• Identify anonymous traffic on the website
• Monitor account-level visitor data
• Measure marketing impact on the pipeline
• Attract, engage and convert target accounts
• Retarget key accounts with display advertising
• Identify target accounts and engage them with relevant content
• Increase conversion rates
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12. W H A T I S
C O M M O N ?
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13. A B M T O N E X T L E V E L W I T H
P E R S O N A L I Z A T I O N
• Wide range of customer = Wide range of CX expectations
• Wide range of CX expectations = PERSONALIZATION
• PERSONALIZATION = Rules-based + algorithm-based (AI)
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14. A I H E L P S U N D E R S T A N D C O M P L E X I T Y
• Hundreds of complex B2B products and services across healthcare
• Multiple Business Units/Groups
• Diverse and disparate visitor profiles and customer journeys
• Different Goals/Tasks
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15. O C E A N S O F D A T A , P U D D L E S O F K N O W L E D G E
• U N C O V E R N E W C U S T O M E R & U S A G E I N S I G H T S
• S U R F A C E N E W & I N T E R E S T I N G S E G M E N T S / M I C R O -
S E G M E N T S , B E H A V I O R S & O P P O R T U N I T I E S
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16. @ R O H I T P R A B H A K A R

17. A I W I L L P O W E R
R E A L T I M E
R E L E V A N T
S C A L A B L E
E C O N O M I C A L
A B M
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18. F U T U R E O F B 2 B M A R K E T I N G W I T H A B M +
A I
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19. B E C A R E F U L !
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20. • F O C U S O N C U S T O M E R A N D C X
• A B M I S C U S T O M E R C E N T R I C
• T H I N K A B M B E Y O N D J U S T E M A I L S , C O N T E N T &
L A N D I N G P A G E S
• B E A N E A R L Y A D O P T E R O F A B M + A I
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21. T H A N K Y O U !
R O H I T P R A B H A K A R
@ R O H I T P R A B H A K A R
H T T P S : / / W W W . L I N K E D I N . C O M / I N / R O H I T P R A B H A K A R /