Peter Isaacson and Aman Naimat presented " Artificial Intelligence In An ABM World" at the #RevenueSummit San Francisco 2017 conference

1. ARTIFICIAL INTELLIGENCE IN
AN ABM WORLD
Aman Naimat
CTO Demandbase
Peter Isaacson
CMO Demandbase
ACHIEVING INTIMACY AT SCALE

2. © 2017 DEMANDBASE｜SLIDE 2

3. © 2017 DEMANDBASE｜SLIDE 3
WE’VE REPLACED INTIMACY WITH VOLUME
Digital Advertising
Millions of impressions
Click Thru Rates
< .15%
Marketing Automation
Hundreds of thousands of emails
Click rates
< 4%
Lead Gen
Hundreds of thousands of leads
Conversion to won business
< .3%
Inbound/Outbound Sales Dev
Thousands of emails/phone calls
Conversion to won business
< 2%

4. © 2017 DEMANDBASE｜SLIDE 4
AIABM
TECHNOLOGY IS HERE TO HELP (FINALLY)
INTIMACY
AT SCALE

5. © 2017 DEMANDBASE｜SLIDE 5
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

6. © 2017 DEMANDBASE｜SLIDE 6
COMBINING DIFFERENT PERSPECTIVES
Raw Data
Account
Identity
B2B Publisher
Views
Business
Internet
Site Visits
MAS/CRM
Data
4B IP ADDRESSES MAPPED
250M B2B PERSONAS
600B B2B WEB INTERACTIONS350TB OF RELATIONSHIPS
36B B2B SITE VISITS
INTERNAL DATA

7. © 2017 DEMANDBASE｜SLIDE 7
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

8. EXAMPLE: OPTIMIZING THE BUYERS
JOURNEY

9. © 2017 DEMANDBASE｜SLIDE 9
THE ACTUAL BUYERS JOURNEY
Customer List
ROI Paper
Blog
Forbes Article
Case Studies
Leadership
Homepage
Industry
Product A
Product B
Product C
Demo
form Sales
Time: 12-18 Months

10. © 2017 DEMANDBASE｜SLIDE 10
OPTIMIZED BUYERS JOURNEY
Customer List
ROI Paper
Blog
Forbes
Article
Leadership
CUSTOMIZED
HOME PAGE
Industry
Product A
Product B
Product C
Auto-fill
Demo
Request
Time: 3 Weeks | Conversion: 10%
Hi Sharon, See
our image store in
action
VP of IT, Shutterfly
Data Centers, Big Data, Image
Data, Videos, Horses
Sales
ad

11. EXAMPLE: ACCOUNT BASED SALES
DEVELOPMENT

12. © 2017 DEMANDBASE｜SLIDE 12
THE SDR PLAYBOOK
NEW MODEL
 Focus on Quality
 SQLs and Opportunities
 Get the Right Person
 Go after target accounts
 Go for engagement
OLD MODEL
 Focus on Volume
 Calls/emails per hour
 BANT
 All accounts are the same
 Go for the close - every time

13. © 2017 DEMANDBASE｜SLIDE 13
NEW MODEL CHALLENGE: DATA TO INSIGHTS TO ACTION
RESEARCH
& QUALIFY
READ PRESS
& BLOGS
FIND BUYING
COMMITTEE
GET CONTACT
INFO
CREATE
MESSAGING
LEARN ABOUT
ACCOUNTS
& CONTACTS

14. © 2017 DEMANDBASE｜SLIDE 14
TIP OF THE SPEAR: YOUR AVERAGE SDR
1. YOUNG
2. INEXPERIENCED
3. MERCENARY
4. HUNGOVER

15. © 2017 DEMANDBASE｜SLIDE 15
WHAT MARKETING NEEDS TO DELIVER
RELEVANT
BUSINESS
TOPICS
PERSONALIZED
NEWS
CONTACT-
SPECIFIC
MESSAGING
BUSINESS
LANDSCAPE
PRIORITIZED
ACCOUNTS TO
TARGET
PRIORITIZED
CONTACTS TO
REACH

16. © 2017 DEMANDBASE｜SLIDE 16
WHAT MARKETING NEEDS TO DELIVER
Turn data into
insights into
action for the
SDRs
RELEVANT
BUSINESS
TOPICS
PERSONALIZED
NEWS
CONTACT-
SPECIFIC
MESSAGING
BUSINESS
LANDSCAPE
PRIORITIZED
ACCOUNTS TO
TARGET
PRIORITIZED
CONTACTS TO
REACH