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Dgr lls16 lattice-final_deck

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CDW saw a 3x increase in response rate, Hootsuite increased Lead to MQL velocity by 30%, and Intel Security sees 30% of its MQLs converting to opportunities! Watch this #LLS16 webinar as Lattice-Engines delves into how: http://dg-r.co/2bntO52

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Dgr lls16 lattice-final_deck

  1. 1. #LLS16 Putting ABM into Action: Learn How Top Enterprises Increased Conversion Rates At Key Funnel Stages SPONSORED BY:
  2. 2. #LLS16 Follow This Webinar On Twitter #LLS16 Demand Gen Report: @DG_Report Andrew Gaffney: @agaffney Lattice Engines: @Lattice_Engines Nipul Chokshi: @nipulc
  3. 3. #LLS16 From TOFU to MOFU to BOFU to Close www3.demandgenreport.com/lls16
  4. 4. #LLS16 About Demand Gen Report • Tracking strategies and solutions in lead generation and marketing technology since 2007 • Daily news and analysis, special reports, original research and live events • Newsletter reaches 40,000 readers • Additional resources at: demandgenreport.com/resources @DG_Report http://linkd.in/DG_Specialists
  5. 5. #LLS16 Questions, Tweets & Resources Submit your questions here Download today’s resources Join the conversation #LLS16
  6. 6. #LLS16 Panelists MODERATOR: Andrew Gaffney Editorial Director Demand Gen Report Nipul Chokshi Head of Product Marketing Lattice Engines @nipulc
  7. 7. Predictive Account-Based Marketing in Action Nipul Chokshi, Product Marketing @nipulc
  8. 8. “Two Great Tastes that Taste Great Together” Predictive Analytics + Account-Based Marketing
  9. 9. 3x Higher Win Rates 35% Higher Deal Size 20% Higher Deal Velocity 10x Higher Sales 15% Higher Quota Attainment 20% Higher Customer Retention Examples of Lattice Customers 100s of Companies Achieving Success
  10. 10. HOW IS ABM DIFFERENT? Account-based marketing (ABM) is the strategic approach marketers use to support a defined universe of accounts, including strategic accounts and named accounts. Treating individual accounts as a market in their own right. A structured approach to developing and implementing highly customized marketing campaigns to markets of one. Jon Miller, Engagio Sirius Decisions ITSMA
  11. 11. Scaling ABM with Predictive Analytics 2 Run hyper- personalized campaigns 3 Contextualize sales conversations 4 Measure and manage performance 1 Identify and prioritize targets
  12. 12. Scaling ABM with Predictive Analytics 2 Run hyper- personalized campaigns 3 Contextualize sales conversations 4 Measure and manage performance 1 Identify and prioritize targets
  13. 13. Start with your target market assumptions Typically will be based on: • Industry = High Tech, Distributors, etc. • Employees >500 • Revenue > $150M • Geo = North America, Europe
  14. 14. Predictive Analytics will add external B2B account attributes GROWTH FIRMOGRAPHICS TECHNOGRAPHICS BEHAVIOR & INTENT +
  15. 15. Predictive Analytics will add external B2B account attributes
  16. 16. The closer the match, the higher the score With machine learning predictive analytics identifies which accounts look most like your customers
  17. 17. Treat accounts differently based on priority Top 50 accounts with revenue potential > $1M Top 200 accounts with revenue potential > $500K Accounts with revenue potential < $500K 1:1 personalization at the account with in-depth research and full support of sales and marketing Personalization at the segment and persona level with marketing (ads, email, web personalization) and SDR support (Tier 1 SLA) Personalization at the persona level with marketing (web personalization, ads, email) and SDR follow-up (Tier 2 SLA) A B C & D Example:
  18. 18. 30%Greater velocity We wanted sales to work the most enterprise-ready accounts. Lattice was able to surface accounts with high likelihood of conversion and accelerating them in the pipeline.” “ Shantel Shave Director, Demand Gen Accelerating the Enterprise Business
  19. 19. ALEXANDRE PAPILLAUD DIRECTOR, GLOBAL DEMAND CENTER, INTEL SECURITY Lattice helps us filter out low probability leads before they reach sales. I love the ability to dive deep into the predictors of what makes a good lead…and our sales team loves Lattice because they know they are focused on the best opportunities. Proprietary & Confidential “20%Lower cost per opportunity
  20. 20. Scaling ABM with Predictive Analytics 2 Run hyper- personalized campaigns 3 Contextualize sales conversations 4 Measure and manage performance 1 Identify and prioritize targets
  21. 21. Lattice identifies the attributes that make a lead and account a good target for you
  22. 22. Marketing Automation CRM Ad & Web Platforms Lattice makes this data available in your execution systems
  23. 23. Example: Run competitive take-out campaigns 26%Higher Win Rate
  24. 24. • Ran a series of roadshows to drive pipeline for their Enterprise business • Scored their database to identify high fit accounts who would receive targeted ads promoting the roadshows • Identified high fit late stage buyers who would be invited directly by sales (in addition to receiving an ad) • Enriched MAP with lead/account data so they could deliver hyper-personalized messages Drive enterprise pipeline with better roadshows 40% 70%Greater ROI on ad spend Increase in pipeline 35% Higher engagement within target accounts
  25. 25. Orchestrate Multi-channel Outreach to Maximize Conversion “A” Targets Targeted Ads Personalized Email Invites SDR Calls only for those in market “B” and ”C” Targets Generic Email Invites
  26. 26. Standard Ad Ad for companies using Amazon AWS Ad for companies using Google Cloud Example: Customer personalized their ads based on developer platforms they were using (e.g. Amazon AWS, Google Cloud, etc). Hyper-personalize Content and Messaging
  27. 27. Standard Ad Ad for companies using Amazon AWS Ad for companies using Google Cloud Example: Customer personalized their ads based on developer platforms they were using (e.g. Amazon AWS, Google Cloud, etc). Hyper-personalize Content and Messaging
  28. 28. Scaling ABM with Predictive Analytics 2 Run hyper- personalized campaigns 3 Contextualize sales conversations 4 Measure and manage performance 1 Identify and prioritize targets
  29. 29. Lattice passes the scores and data to CRM for tailored sales conversations
  30. 30. Lattice customer since 2010 3xHigher conversions Personalize Sales Interactions with 360- degree views of the customer
  31. 31. 20%Higher call to win rates on target account outbound efforts VP/GM of Distribution We understand a good customer when it sees one, but with a small sales team, it would be impossible to visit millions of websites to find the ideal prospects. With Lattice, we can identify the right revenue opportunities for new business, cross-sell and upsell.” “ Increasing Penetration into SMB $1B+ Financial Payments Processor
  32. 32. Scaling ABM with Predictive Analytics 2 Run hyper- personalized campaigns 3 Contextualize sales conversations 4 Measure and manage performance 1 Identify and prioritize targets
  33. 33. 15%Increase in rep quota attainment 3xGreater pipeline generated It’s important to measure the ultimate disposition of the leads so you know your scores are leading you to favor the right prospects. Once you really know how to identify high quality leads, you can create more targeted messaging and content to attract them.” David Raab, Raab & Associates “
  34. 34. Scaling ABM with Predictive Analytics 2 Run hyper- personalized campaigns 3 Contextualize sales conversations 4 Measure and manage performance 1 Identify and prioritize targets
  35. 35. Thank You! Questions?
  36. 36. #LLS16 Q&A / Panelists MODERATOR: Andrew Gaffney Editorial Director Demand Gen Report Nipul Chokshi Head of Product Marketing Lattice Engines @nipulc
  37. 37. #LLS16 Thank You For Attending Register for more sessions now thru July 27th! Please Join Our Next Session Today at 2PM ET / 11AM PT www3.demandgenreport.com/lls16

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