Marketers today struggle to connect 1:1 with customers and prospects – and nowhere is that more apparent than the B2B website. It’s a critical platform for engaging prospects, but 60% bounce after just one page. Technology can help us, but not when it’s geared towards spamming people with impersonal messages. With Artificial Intelligence (AI), B2B marketers have finally found a way to turn data into meaningful insights, converting those insights into action – at scale. Phil Hollrah and David Hsieh, SVP at Qubole, will discuss how Demandbase is integrating AI into website personalization to optimize the customer experience. In this webinar you will learn how: - You can provide your website visitors with hyper-targeted content recommendations - Qubole leveraged artificial intelligence to tackle website personalization challenges - Qubole overcame those challenges in a few weeks to accelerate the buying process

1. SCALING WEBSITE PERSONALIZATION
WITH ARTIFICIAL INTELLIGENCE
Phil Hollrah
VP, Product Marketing | Demandbase
David Hsieh
SVP, Marketing | Qubole

2. TODAY’S PRESENTERS
DAVID HSIEH
SVP, Marketing
Qubole
@dwhsieh
PHIL HOLLRAH
VP, Product Marketing
Demandbase
@PhilHollrah

3. AGENDA
§ Scaling Account-Based Marketing
§ Optimizing the Buyers’ Journey
§ Qubole’s Website Personalization Journey
§ Demandbase Results
§ Q&A

4. © 2017 DEMANDBASE｜SLIDE 4
POLL
How far are you in your website personalization strategy?
a) What is website personalization?
b) Researching solutions
c) Rolling out a strategy
d) Measuring the impact of the strategy

5. SCALING ACCOUNT-BASED MARKETING

6. © 2017 DEMANDBASE｜SLIDE 6
AIABM
THE POWER OF ABM AND ARTIFICIAL INTELLIGENCE
INTIMACY
AT SCALE

7. © 2017 DEMANDBASE｜SLIDE 7
REGAINING INTIMACY
Insights
Understanding account and
individual intent and behavior
Action
Automate actions across
advertising, website and
sales development
Data
Terabytes of first, second
and third party data
Form a complete picture
of the account and buyers
ARTIFICIAL
INTELLIGENCE

8. © 2017 DEMANDBASE｜SLIDE 8
AI DRIVEN ACTIONS
Hyper-targeted Ads by
Account & Persona
Website Content
Personalization
Buyer Journey
Optimization
Account Based Sales
Development
Account
Identification
Insights
Action
Data
ARTIFICIAL
INTELLIGENCE

9. EXAMPLE:
OPTIMIZING THE BUYERS JOURNEY

12. © 2017 DEMANDBASE｜SLIDE 12
THE ACTUAL BUYER JOURNEY
HOMEPAGE
Pipeline
ROI PAPER
CUSTOMER LIST
REDISCOVERY
CASE STUDIES
DEMO FORM
LEADERSHIP
RESEARCH READY TO BUY
INDUSTRY
PRODUCT A
AWARENESS
BLOG
PRODUCT B
DISCOVERY
PRODUCT C
PRESS
LOST

13. © 2017 DEMANDBASE｜SLIDE 13
YOU WILL
GET IT
WRONG!

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THE ACTUAL BUYER JOURNEY
HOMEPAGE
Pipeline
ROI PAPER
CUSTOMER LIST
REDISCOVERY
CASE STUDIES
DEMO FORM
LEADERSHIP
RESEARCH READY TO BUY
INDUSTRY
PRODUCT A
AWARENESS
BLOG
PRODUCT B
DISCOVERY
PRODUCT C
PRESS
LOST

17. © 2017 DEMANDBASE｜SLIDE 17
SALES
OPTIMIZED BUYER JOURNEY
[VP] [IT] [SHUTTERFLY] [INTERNET]
Data Centers, Big Data, Image Data, Videos, Horses

18. QUBOLE’S WEBSITE
PERSONALIZATION JOURNEY
Elemental to Big Data

19. Big Data is a noisy, dynamic market
About Qubole
Operations
Analyst
Marketing Ops
Analyst
Data
Architect
Business
Users
Product
Support
Customer
Support
Developer
Sales Ops
Product
Managers
Data
Infrastructure
VC-backed, high growth, Enterprise B2B
Company
Big Data in the cloud platform

20. Qubole Challenge
• Not everyone has big data – who do we target?
• Target a narrow set of personas
• Complex, long buying cycles
• Lots of competition / ecosystem noise
• Limited budget and sales bandwidth
• IT Engineers have shorten attention spans, don’t want to
talk to anyone and want to get to the “meat” quickly

21. Our solution
• Build end-to-end ABM engine
• Embrace AI/Machine Learning
• Pilot manually / automate for scale

22. ABM Technology Stack
Company targeted digital ads
Target company identification
List enrichment
Marketing Automation / CRM
Account Intelligence
Website Personalization
(Custom)
(ABA)
(ABSD)
(Website Personalization)
Multiple
Metrics Multiple, mostly DIY

23. Timeline
Spiderbook
Implemented
May
2016
October
2016
February
2017
March
2017
Account-based
advertising
Selection
September
2016
ABM agreed
with Exec
Team
Advertising starts
Website
Personalization
Account
Selection
Account-based Sales Development
(Spiderbook) Re-Implemented

24. What’s it look like?
Ads
Dashboard
Engagement Outreach programs

25. What’s it look like - website
Here’s what we recommend for Dell

26. Website Personalization Results
39%
Exit Rate
467%
Time on Site
292%
Trial Sign up
254%
Pages/Session

27. Next Steps
• Integrate the pieces
• Learn how leverage the insights we’re collecting
• Apply AI to other parts of marketing

28. DEMANDBASE RESULTS

29. © 2017 DEMANDBASE｜SLIDE 29
WEBSITE PERSONALIZATION FOR TARGET ACCOUNTS
ABM @ SCALE – ACCOUNT LIST
ABM TAM - DEMAND GENERATIONOptimization
100’s – 1000’s
Demandbase approaches by account segments
Customization
&
Optimization
ABM – ACCOUNT SPECIFIC CAMPAIGNS
+ 10,000
0-50
Customization
&
Optimization

30. © 2017 DEMANDBASE｜SLIDE 30
IMPACT OF SITE OPTIMIZATION
BOUNCE
RATE
PAGES /
SESSION
TIME ON
SITE
CONVERSION
RATE
- 43%
+ 82%
+ 128% + 114%
BASELINES

31. Q&A

32. © 2017 DEMANDBASE｜SLIDE 32