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Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales And Marketing Programs

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Access the full webcast here: https://dg-r.co/2uiS82A

Fluke used AI-based insights to identify the right target accounts and engage them with hyper-personalized nurture and outbound using a combination of Lattice, Conversica and Eloqua – resulting in 48% higher engagement and greater opportunity creation in their target accounts.  

Join our distinguished speakers to learn how Fluke used AI and data to improve segmentation and engage across different channels with hyper-personalized messaging.

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Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales And Marketing Programs

  1. 1. #bii18 Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales And Marketing Programs SPONSORED BY:
  2. 2. #bii18 Your Source For The Latest B2B Marketing News & Trends demandgenreport.com twitter.com/DG_Report linkd.in/DG_Specialists
  3. 3. February 25–27, 2019 SAVE THE DATE: Join Our B2BMXperts community: b2bmx.influitive.com/join/now Hyatt Regency, Scottsdale www.b2bmarketing.exchange
  4. 4. #bii18 #bii18 Prize Pack: Register & Attend to Win Join all our #bii18 sessions live for the best chance to win • $10 Starbucks gift cards - 1 winner per session • Free passes to #B2BMX - 1 winner per day • $500 Expedia gift card - 1 winner per series
  5. 5. How are we doing? #bii18 Questions, Tweets, Resources, Survey
  6. 6. #bii18 Speakers Katrina Leaf Fluke Nipul Chokshi Lattice Victor Belfor Conversica Brian Anderson Demand Gen Report
  7. 7. FLUKE + CONVERSICA + LATTICE
  8. 8. B2B Buyers Expect Engagement on Their Terms Personalized Insightful Timely IT Executives prefer Globe Security. Why? 9x ROI See what our Telecom customers have to say. Knows I am an IT Decision-maker Knows I am in “late stage” evaluation Knows I am in a Telecom customer Example targeted ad
  9. 9. Account-Based Marketing Holds the Promise of 1:1 Marketing 61% 20%53% Have Moved Beyond Pilots Have Dedicated Budget Have Seen Success Marketers are increasingly adopting ABM tactics But are challenged with driving impact Source: Forrester Research Study
  10. 10. ALL ACCOUNTS Scaling ABM Drives Business Impact # ACCOUNTS TARGETING DATA CHANNELS TIME TO EXECUTE IMPACT STRATEGIC ACCOUNTS ONLY AI PREDICTIONS, ALL INTERNAL/ EXTERNAL DATA SALES INPUT, COMPANY SIZE, VERTICAL OMNI CHANNELADS ONLY DAYSMONTHS 25% YOY REVENUE GROWTHLIMITED ABM @ SCALEABM TODAY
  11. 11. Lattice Atlas: Trusted AI Foundation for ABM @ Scale
  12. 12. ABM is a Strategy ABM requires 1:1 multi-channel engagement against your highest value targets
  13. 13. INSERT CONVERSICA SLIDES HERE
  14. 14. Problem: Leads from Marketing ranked last 59% of marketers say they provide high-quality leads… But only 25% of salespeople agree.
  15. 15. 0 1 2 3 4 5 6 7 8 9 10 %CHANCETOSETSALESAPPOINTMENT NUMBER OF CONTACT ATTEMPTS AI outreach automates 7-13 contact attempts Most salespeople stop after 1 or 2 attempts 2/3rds of leads do not get adequate follow up!
  16. 16. What does ideal follow up look like? PERSONALIZATION PERFORMANCE PROMPTNESS PERSISTENCE 13% responded within 5 minutes. 2/3 of companies gave up after 1 or 2 attempts. Significant improvement in 2017 over 2016. 80% likelihood of email deliverability for most companies. Sales Effectiveness
  17. 17. Confidential – Do not distributeConfidential – Do not distribute She reads, understands and writes emails & texts as part of the Sales team. Completely Autonomous She’s infinitely scalable, works 24x7, no pre- judging leads, always politely persistent. Never has a bad day Like a human assistant… Unlike a human assistant… Solution: Enter Rachel
  18. 18. Rachel at work Monday, 10:56 am Ben, Great! Rick can help and was hoping to give you a call soon. Is (212) 555-1111 the best number to reach you during the day? Thanks a bunch, Ashley Customer Relations Assistant Thursday, 11:32 am Hi Ben, I just wanted to make sure you got all the information you needed. Did you talk with Rick? Thanks, Ashley Customer Relations Assistant Monday, 10:45 am Thanks, Ashley. Really appreciate your persistence. I’ve was on vacation and then traveling for work. Yep, would like to speak to one of your folks. Ben Monday, 2:03 pm No, I never check that number. Have him call my cell at (212) 345-1212. Thanks. Thursday, 4:11 pm Yeah, I’m all set with Rick. He’s working on a quote right now. Thanks again, Ben Monday, 9:58 am Hi Betsy, Thank you for downloading our free trial. Would you be interested in speaking to one of our sales experts to learn more? Ashley Customer Relations Assistant Monday, 9:58 am Hi Betsy, Thank you for downloading our free trial. Would you be interested in speaking to one of our sales experts to learn more? Ashley Customer Relations Assistant Monday, 9:58 am Hi Betsy, Thank you for downloading our free trial. Would you be interested in speaking to one of our sales experts to learn more? Ashley Customer Relations Assistant Monday, 9:58 am Hi Ben, Thank you for downloading our free trial. Would you be interested in speaking with one of our sales experts to learn more about our solution? Ashley Customer Relations Assistant Salesperson alerted
  19. 19. Why automate lead follow-up and engagement? Eliminate Lead Bias Removes any bias associated with the lead source. 100% Follow Up Ensures consistent and prompt follow-up with every lead. Lead Qualification Filters through the massive pool of leads to find out who’s interested. Scalability Focus more time and resources on high-value work.
  20. 20. Confidential – Do not distributeConfidential – Do not distribute E-mail response rate 350M messages processed, 50M leads worked, 15M leads engaged, 6M Sales Appointments Hot Leads agree to sales appointment 35% 40% 30% more appointments than human teams working alone Delivering real value to 1,200+ customers
  21. 21. About Fluke Fluke Corporation is the world leader in the manufacture, distribution and service of electronic test tools and software 22
  22. 22. Behavioral • Demographic and behavioral data • Explicit • Profile data (industry, job role, revenue) • Customer Fit (A, B, C, D) • Implicit • Level of interest (engagement with emails, website, etc) • Ranking (1,2,3,4) • Combine Fit and Ranking Predictive • Uses company data to determine who is the right fit • Tracks +16,000 signals (firmographics, technology attributes, buyer intent, growth signals) • Indicates what your customers have in common and scores new contacts based on models we create Account, Contact and Lead Scoring
  23. 23. The Sales Development Challenge • Needed more effective sales development • Didn’t have budget to grow a team • Turned to AI platforms to see if that could bridge the gap 24
  24. 24. First AI Platform - Lattice Engines • Uses our data to determine who the right customer is • Scores contacts in real time • Provides data enrichment • Embeds into our existing workflows 25
  25. 25. Bringing on Conversica • Marketing gets thorough follow-up on every single contact and sees the ROI in real-time • Sales speaks only to engaged, interested contacts and spends time working and closing more opportunities 26
  26. 26. Personalizing our AI Bots • Needed to make the digital conversations personalized • Already using Lattice to drive account insights and prioritization • Brought these account- level insights into Conversica to create conversations that resonate 27 Sent Message Hi Ryan, I noticed that you inquired about our Infrared Buyers’ Guide not too long ago. I’m reaching out again to see if we can help answer any questions you might have. Can I interest you in setting up a call to learn more? Looking forward to hearing from you. Megan Sales Assistant Sent Message Hi Ryan, Thanks for your reply. Josh will be working on this with you and is looking forward to connecting. Would XXX-XXX-XXXX be the best phone number to speak with you during the day? Thank you very much and have a great morning. Megan Sales Assistant Customer Response Hi Megan, Could we do a quick call later this afternoon? I’m free any time after 3PM EST. Thanks, Ryan Customer Response Yes. Extension 149. Ryan
  27. 27. Proposal for Initial Implementation • Leverage email bot to follow up with all scored contacts from US-based target accounts • These are contacts that have engaged in some manner but have not raised their hands • If Lattice account score is 80 or higher, we send to Conversica to have Megan engage Contact engages with Fluke (non- handraisers) via various programs: Asset download, Facebook, PPC, Viewed Video, Etc. Scores contact based on account models to indicate the likelihood of conversion, and provide account-level data enrichments to be used in outreach Leverages AI email assistant to engage contact in a conversation in an attempt to get them to raise their hand for a phone call by ISS, disqualify or pass back for nurture.
  28. 28. Workflow Hot Lead Nurture Demo Request Events Web/ Organic Social Inbound Leads/Contacts Marketing Automation AI-based Account Prioritization Non Qualified Campaign Responses Qualified Campaign Responses Contact engages with content Contact doesn’t engage Real-Time Engagement Real-Time Engagement Rolling Re-Engage Sales (via phone) Sales PPC Not Interested yet Not Interested yet Opportunity…More Prioritize based on Lattice Insights Prioritize based on Lattice Insights
  29. 29. Pilot Program and Results • Ran multiple 1 week trials where all PPC asset downloads were followed up by our Conversica bot • AI-based conversations drove a closed deal • Engagement rates slightly lower than ISS team, but conversion rates were equal or better than ISS team 30 Trial 1 Results 54 contacts messaged 35% engagement rate 9 opportunities generated 16% conversion rate Trial 2 Results 95 contacts messaged 48% engagement rate 21 opportunities generated 22% conversion rate 1 Closed Deal Average conversion rate with sales development (ISS) is 17% Average engagement rate for ISS is approximately 60%
  30. 30. Key Learnings • Most conversions take place after 5 engagements –Need to build that number of touches into every cadence we put together • Contacts who begin journey digitally are more likely to stay engaged digitally –Need to be able to cycle contacts through a variety of engagement channels within a short period of time –Need all those channels to have consistent messaging 31
  31. 31. What’s Next? • Begin using Lattice account insights for cross-sell/upsell campaigns • Use Conversica Upsell to engage in conversations 32
  32. 32. Questions? 33
  33. 33. #bii18 Q&A / Speakers Katrina Leaf Fluke Nipul Chokshi Lattice Victor Belfor Conversica Brian Anderson Demand Gen Report
  34. 34. #bii18 Register for more sessions now thru July 13th! Join Our Next Session: Creating A Data Strategy For Marketing Attribution Success webinars.demandgenreport.com/bii18 Thursday, July 12th 12:00 PM (EDT)

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