How AI Is Driving Account-First Marketing & Sales
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Watch this #Bii17 webinar on demand: http://dg-r.co/2vFKMHQ AI and data are key pillars of any modern marketing strategy. Come learn how high-growth companies are leveraging AI and data to align with sales and drive account-first marketing and sales efforts.
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How AI Is Driving Account-First Marketing & Sales
- 3. #Bii17 Register & Attend To Win A Ticket To B2BMX • Earn 1 automatic entry when you register. • And a second entry when you attend live. • Register & tune-in to all #Bii17 live sessions for the best chance to win. • Winners announced each day of the series. Register For & Attend #Bii17 Webinars For More Chances To Win Free Entry to #B2BMX
- 4. #Bii17 • Tracking strategies & solutions in lead generation & marketing tech since 2007 • Daily news and analysis, special reports, original research and live events • Newsletter reaches 45,000 readers • Additional resources at: demandgenreport.com/resources @DG_Report http://linkd.in/DG_Specialists About Demand Gen Report
- 8. Lattice enables you to accelerate revenue by providing complete knowledge about your customers.
- 9. More data is available now than ever about your buyers Firmographics Web ClicksSearch and Intent Business Change and Growth Social ActivityTech Footprint Outside your company Inside your company Product Usage Training Support Marketing Response Transactions CRM
- 10. Key Challenge: Making data usable and available in real-time CLEAN AND DE-DUPE AGGREGATE AVAILABLE IN REAL-TIME1 2 3
- 11. Lattice enables you to accelerate revenue by providing complete knowledge about your customers.
- 12. Using AI, Lattice identifies which attributes make up a good target
- 13. Lattice makes the analytics and data available in your execution systems ADS/WEB MARKETING AUTOMATION CRM
- 14. Lattice Customers Achieve Lift Across the Entire Funnel 100+ Customers Globally
- 15. Examples of AI-powered Campaigns COMPETITIVE TAKE- OUT ENGAGEMENT CAMPAIGN COMPLEMENTARY PLATFORM ENGAGEMENT CAMPAIGN INDUSTRY- OR SEGMENT-BASED ENGAGEMENT CAMPAIGN UP-SELL CAMPAIGN TARGET ACCOUNT RE-TARGETING MICRO-EVENTS FOR HIGH-VALUE TARGETS INTENT-TRIGGERED AWARENESS CAMPAIGNS ACCOUNT RE- ENGAGEMENT CAMPAIGN DIRECT MAIL FOR HIGH-VALUE TARGETS CROSS-SELL CAMPAIGN TARGET ACCOUNT ADVERTISING LIST ACQUISITION CAMPAIGN CUSTOMER WINBACKS ACCOUNT ENGAGEMENT SALES TRIGGERS ROADSHOWS FOR TARGET ACCOUNTS @nipulc #ABM
- 16. Lattice Customers Achieve Lift Across the Entire Funnel NET NEW CUSTOMER ACQUISTION Lattice identifies and adds “net new targets” and prioritizes incoming leads based on business change and growth signals that create addressable opportunity EXISTING CUSTOMER GROWTH Lattice identifies opportunity where a current customer has a need – but it is not addressed in current relationship with you PROACTIVE ATTRITION REDUCTION Lattice identifies when customers are showing patterns suggesting they may be moving business to competitors – and lets you arrest this early 3x 35% 85% 20%30% Higher Pipeline More Opportunities Per Rep Greater Conversion Higher Revenue Per Customer Lower Customer Attrition
- 17. AI IN ACTION
- 18. 500M+ 52% 200K 3.3B About Registered users worldwide F500 companies are customers Organizations rely on Dropbox Connections created using shared files and links
- 19. Data-Driven Sales with AI Business Goal: Increase conversion from free to paid business accounts • Each rep has hundreds of accounts • Need to focus on accounts that are most likely to want to talk to us • Started with internally developed predictive model • Model predicted conversion based on Dropbox usage • Lattice provided fit model based on external signals
- 20. PRODUCT USAGE Data-Driven Sales with AI EXTERNAL SIGNALS +Files| Storage | Shares | etc. A Priori (Engagement) Score Company Fit Score Tech Profile Online Presence Website Profile Website Keywords Drive outbound based on complete knowledge about prospects
- 21. Combine Fit and A Priori Scores to Assess Priority A Priori Score LatticeFitScore Priority 1 • Spend most time here Priority 2 • Look for small initial deployments Priority 3 • Build relationships, increase usage Priority 4 • Avoid unless opportunity exists Priority 1 Priority 2 Priority 3 Priority 4 Priority 4 Priority 3 Priority 2 Priority 1
- 22. Operationalizing AI for Sales SALES FOLLOW-UP • Sync scores to CRM in real-time
- 23. Results and Impact A Priori Score LatticeFitScore Priority 1 78% All closed-won deals
- 24. Other Use-Cases: Data-driven Partnerships Identify opportunities for product integrations
- 26. Key Learnings (1 of 2) Build different models for different segments
- 27. Key Learnings (2 of 2) Make it easy to visualize and act Explain the “why” behind the score