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Hack the Journey: Use AI and Data to Accelerate ABM

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Lattice Engines and Dun & Bradstreet recently hosted a Hack the Journey event where our all-star panel of female marketers discussed the importance of ABM and how they’re making an impact on their organizations using account-centric strategies and tactics. Laura Ramos of Forrester, Meagen Eisenberg of MongoDB, Marissa Dacay of Adobe and Rebecca Stone of LiveRamp highlighted the things they’ve learned as they hacked together their own account-focused programs, where they stumbled, and what’s next for their ABM programs.

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Hack the Journey: Use AI and Data to Accelerate ABM

  1. 1. Executive Summary of Key Learnings ABM drives real value but is challenging without data and insights about your customers and prospects. AI enables you to not only identify and prioritize targets but also to align with sales on who who to target and why With AI and data, companies are scaling their ABM-tactics beyond a handful of accounts to to 1000s of accounts Create segments using a combination of fit, 3rd party intent and 1st party engagement data to customize messaging An integrated outreach across sales and marketing is critical to success Measuring success is no longer about lead volume – but about metrics that matter to the business in general. 1 2 3 4 5 6
  2. 2. How Three Leading Companies Accelerate Revenue with ABM @ Scale WHY THEY DO ABM HOW THEY OPERATIONALIZE ABM WHAT RESULTS HAVE THEY SEEN
  3. 3. How Three Leading Companies Accelerate Revenue with ABM @ Scale ABM drives tangible value for businesses. WHY THEY DO ABM
  4. 4. How Three Leading Companies Accelerate Revenue with ABM @ Scale Data and customer insights are key challenges WHY THEY DO ABM
  5. 5. How Three Leading Companies Accelerate Revenue with ABM @ Scale ABM @ Scale requires close sales and marketing alignment WHY THEY DO ABM
  6. 6. How Three Leading Companies Accelerate Revenue with ABM @ Scale HOW THEY OPERATIONALIZE ABM EXAMPLE 1: Our Account-Based Programs have enabled us to be a lot more personalized and relevant. The only way to create this level of personalization requires a ton of data and AI to make sense of it. Meagan Eisenberg CMO
  7. 7. How Three Leading Companies Accelerate Revenue with ABM @ Scale HOW THEY OPERATIONALIZE ABM With millions of targets, MongoDB uses AI and data to apply account-based marketing and sales to capture new revenue. EXAMPLE 1:
  8. 8. How Three Leading Companies Accelerate Revenue with ABM @ Scale HOW THEY OPERATIONALIZE ABM MongoDB’s ABM consists of four key components. EXAMPLE 1:
  9. 9. How Three Leading Companies Accelerate Revenue with ABM @ Scale HOW THEY OPERATIONALIZE ABM AI and data play a key role in driving sales and marketing alignment on WHO to target and WHY. EXAMPLE 1:
  10. 10. How Three Leading Companies Accelerate Revenue with ABM @ Scale HOW THEY OPERATIONALIZE ABM Synchronized outreach via multiple channels is a central to generating engagement with target accounts. EXAMPLE 1:
  11. 11. How Three Leading Companies Accelerate Revenue with ABM @ Scale HOW THEY OPERATIONALIZE ABM EXAMPLE 2: We think of it as Account-Based Experiences rather than just Account-Based Marketing. Its all about engaging in a relevant and consistent way across every channel. Marissa Dacay Director of Enterprise Marketing
  12. 12. How Three Leading Companies Accelerate Revenue with ABM @ Scale HOW THEY OPERATIONALIZE ABM Using AI and data, Adobe is able to scale their personalization and account-based tactics to 1000s of accounts. EXAMPLE 2:
  13. 13. How Three Leading Companies Accelerate Revenue with ABM @ Scale HOW THEY OPERATIONALIZE ABM Adobe identifies who to target and when based on a combination of Fit, Intent and first party Engagement data. EXAMPLE 2:
  14. 14. How Three Leading Companies Accelerate Revenue with ABM @ Scale HOW THEY OPERATIONALIZE ABM EXAMPLE 2: Our Account-Based Programs are based on a “zero- waste model.” Every dollar we now spend is focused on accounts that sales and marketing both care about. Marissa Dacay Director of Enterprise Marketing
  15. 15. How Three Leading Companies Accelerate Revenue with ABM @ Scale HOW THEY OPERATIONALIZE ABM Similar to MongoDB, they’ve found that an integrated program across sales and marketing is key to success. EXAMPLE 2:
  16. 16. How Three Leading Companies Accelerate Revenue with ABM @ Scale HOW THEY OPERATIONALIZE ABM EXAMPLE 3: AI and data enabled us to move beyond just cold calls. We were able to get a complete list of targets to go after along with insights about each target that enabled our sales and marketing to be more relevant. Rebecca Stone VP Marketing
  17. 17. How Three Leading Companies Accelerate Revenue with ABM @ Scale HOW THEY OPERATIONALIZE ABM EXAMPLE 3: In addition to using AI to prioritize their targets, LiveRamp was able to add new targets that were not in their database.
  18. 18. How Three Leading Companies Accelerate Revenue with ABM @ Scale HOW THEY OPERATIONALIZE ABM EXAMPLE 3: Cold-calling was not very effective at LiveRamp without marketing campaigns running in the background as air cover.
  19. 19. How Three Leading Companies Accelerate Revenue with ABM @ Scale HOW THEY OPERATIONALIZE ABM EXAMPLE 3: Lattice identified key attributes about each target including intent, technology and online presence data.
  20. 20. How Three Leading Companies Accelerate Revenue with ABM @ Scale HOW THEY OPERATIONALIZE ABM EXAMPLE 3: LiveRamp uses this data to personalize sales and marketing messaging. Example: Customizing an Ad using data from Lattice
  21. 21. How Three Leading Companies Accelerate Revenue with ABM @ Scale HOW THEY OPERATIONALIZE ABM EXAMPLE 3: LiveRamp uses this data to personalize sales and marketing messaging.
  22. 22. How Three Leading Companies Accelerate Revenue with ABM @ Scale ABM requires marketers to focus on results that matter to the business – rather than just ”leads created.” WHAT RESULTS HAVE THEY SEEN Laura Ramos VP and Principal Analyst
  23. 23. How Three Leading Companies Accelerate Revenue with ABM @ Scale WHAT RESULTS HAVE THEY SEEN MongoDB saw improvements in opportunity creation and velocity with which opportunities were converted.
  24. 24. How Three Leading Companies Accelerate Revenue with ABM @ Scale WHAT RESULTS HAVE THEY SEEN Adobe measured an improvement in win rates which ultimately resulted in significant growth for their Experience Cloud business.
  25. 25. How Three Leading Companies Accelerate Revenue with ABM @ Scale WHAT RESULTS HAVE THEY SEEN By personalizing at scale, LiveRamp increased target account engagement (1st meetings booked) and opportunity creation.

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