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Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Transforming Your Revenue Engine:
How Verizon Uses AI and Intent Data to
Accelerate Growth
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
Key Challenge: Making data usable and available in real-time
CLEAN AND DE-DUPE AGGREGATE AVAILABLE IN REAL-TIME1 2 3
Lattice enables you to
accelerate revenue
by providing
complete knowledge
about your customers.
It All Starts with Data
Businesses globally
200M+
21,000+ Buying signals per business
Domains tracked100M+
Interactions tracked daily1B+
The Lattice Data Cloud provides the world’s largest source of B2B buying signals.
Data refreshReal-Time
Using AI, Lattice identifies which attributes make up a good target
Lattice makes the analytics and data available in your execution systems
ADS/WEB
MARKETING
AUTOMATION
CRM
Examples of AI-Powered Sales and Marketing Plays
LIST ACQUISITION
CAMPAIGN
TARGET ACCOUNT
SELECTION &
PRIORITIZATION
TARGET ACCOUNT
AWARENESS CAMPAIGN
INTENT-TRIGGERED DIRECT MAIL OR
AD CAMPAIGN
COMPLEMENTARY
PLATFORM
ENGAGEMENT
CAMPAIGN
COMPETITIVE
SOLUTION
ENGAGEMENT
CAMPAIGN
ACCOUNT
ENGAGEMENT SALES
TRIGGERS
SCORE-BASED MQL IDENTIFICATION SALES CALL PRIORITIZATION
INTENT-BASED MQL ACCELERATOR
CAMPAIGN
CROSS-SELL/ UP-SELL WINBACKS RETENTION
High Growth Brands are Achieving Success with
Lattice
200+ DEPLOYMENTS GLOBALLY
Fortune 500 Companies Are Achieving Success
with Lattice
Fortune #466
Fortune #14 Fortune #41Fortune #26
Fortune #203
Fortune #125
Fortune #303
Fortune #465 Fortune #527
Fortune #243
Fortune #579
Fortune #47
Fortune #144
Fortune #443
Fortune #264
Fortune #73
Fortune #199
Fortune #140
Fortune #12
Fortune #124
Fortune #336
Fortune #61
Fortune #154
Fortune #223
200+ DEPLOYMENTS GLOBALLY
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
The Verizon team
Brian Shaner, Director
Demand Gen
David Zahner, Sr. Manager
Business Development
Verizon Confidential and Proprietary ©2017 All Rights Reserved
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Who is Verizon Enterprise
Solutions
• Verizon is the #1 Telecommunications giant
• Fortune #14 company
• VES caters to enterprise business markets
• Focus on digital transformation
• 10,000+ customers
• 100s of products
• 1000s of sales reps
Verizon Confidential and Proprietary ©2017 All Rights Reserved
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Why did we need to transform in
the first place? What did we need
to fix in our revenue process?
Verizon Confidential and Proprietary ©2017 All Rights ReservedVerizon Confidential and Proprietary ©2017 All Rights Reserved
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Choosing the right predictive
vendor
• Availability of external signals
• Intent data for earlier visibility
• Ability to leverage internal models
• Flexibility and know-how
• Security and compliance
Verizon Confidential and Proprietary ©2017 All Rights Reserved
Verizon Confidential and Proprietary ©2017 All Rights Reserved
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Our team
Verizon Confidential and Proprietary ©2017 All Rights Reserved
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Three Use Cases
• Account-Based Marketing
• Cross-sell/upsell
• Prioritizing leads
Verizon Confidential and Proprietary ©2017 All Rights Reserved
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
• Identify and prioritize target accounts based on:
• Look alike modeling on wins
• High Value Accounts
• Use Fit + Intent data for engagement
First Use Case: Account-Based Marketing
Verizon Confidential and Proprietary ©2017 All Rights Reserved
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
• Cross-sell and up-sell into existing customer base
• Operationalize internal models
• Leverage Lattice + VZ data for segmentation
• Enable sales
Second Use Case: Cross-sell
Verizon Confidential and Proprietary ©2017 All Rights Reserved
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Third Use Case: Prioritizing Leads
Verizon Confidential and Proprietary ©2017 All Rights Reserved
A B C
Call
Priority 1
Call
Priority 2
Nurture
Leads
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
• Tradeshow
• White Space
• Content Syndication
• Outbound Telemarketing
Third Use Case: Prioritizing Leads
Verizon Confidential and Proprietary ©2017 All Rights Reserved
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
2017 YTD team results
MOL
MQL
SQL
TCV
11.4 percent
(59.7 percent YoY)
64.9 percent
(66.4 percent YoY)
Verizon Confidential and Proprietary ©2017 All Rights Reserved
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Lessons learned
1. It’s important to dedicate resources to your predictive
analytics efforts
2. Have the end in mind early; who will use and consume
the results
3. Results can and will vary; keep experimenting
and learning
4. Have fun
Verizon Confidential and Proprietary ©2017 All Rights ReservedVerizon Confidential and Proprietary ©2017 All Rights Reserved
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
What’s next with Verizon and
predictive
Verizon Confidential and Proprietary ©2017 All Rights ReservedVerizon Confidential and Proprietary ©2017 All Rights Reserved
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Thank you.

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Transforming Your Revenue Engine: How Verizon uses AI and Data to Accelerate Growth

  • 1. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. Transforming Your Revenue Engine: How Verizon Uses AI and Intent Data to Accelerate Growth
  • 2. 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
  • 3. Key Challenge: Making data usable and available in real-time CLEAN AND DE-DUPE AGGREGATE AVAILABLE IN REAL-TIME1 2 3
  • 4. Lattice enables you to accelerate revenue by providing complete knowledge about your customers.
  • 5. It All Starts with Data Businesses globally 200M+ 21,000+ Buying signals per business Domains tracked100M+ Interactions tracked daily1B+ The Lattice Data Cloud provides the world’s largest source of B2B buying signals. Data refreshReal-Time
  • 6. Using AI, Lattice identifies which attributes make up a good target
  • 7. Lattice makes the analytics and data available in your execution systems ADS/WEB MARKETING AUTOMATION CRM
  • 8. Examples of AI-Powered Sales and Marketing Plays LIST ACQUISITION CAMPAIGN TARGET ACCOUNT SELECTION & PRIORITIZATION TARGET ACCOUNT AWARENESS CAMPAIGN INTENT-TRIGGERED DIRECT MAIL OR AD CAMPAIGN COMPLEMENTARY PLATFORM ENGAGEMENT CAMPAIGN COMPETITIVE SOLUTION ENGAGEMENT CAMPAIGN ACCOUNT ENGAGEMENT SALES TRIGGERS SCORE-BASED MQL IDENTIFICATION SALES CALL PRIORITIZATION INTENT-BASED MQL ACCELERATOR CAMPAIGN CROSS-SELL/ UP-SELL WINBACKS RETENTION
  • 9. High Growth Brands are Achieving Success with Lattice 200+ DEPLOYMENTS GLOBALLY
  • 10. Fortune 500 Companies Are Achieving Success with Lattice Fortune #466 Fortune #14 Fortune #41Fortune #26 Fortune #203 Fortune #125 Fortune #303 Fortune #465 Fortune #527 Fortune #243 Fortune #579 Fortune #47 Fortune #144 Fortune #443 Fortune #264 Fortune #73 Fortune #199 Fortune #140 Fortune #12 Fortune #124 Fortune #336 Fortune #61 Fortune #154 Fortune #223 200+ DEPLOYMENTS GLOBALLY
  • 11. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. The Verizon team Brian Shaner, Director Demand Gen David Zahner, Sr. Manager Business Development Verizon Confidential and Proprietary ©2017 All Rights Reserved
  • 12. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. Who is Verizon Enterprise Solutions • Verizon is the #1 Telecommunications giant • Fortune #14 company • VES caters to enterprise business markets • Focus on digital transformation • 10,000+ customers • 100s of products • 1000s of sales reps Verizon Confidential and Proprietary ©2017 All Rights Reserved
  • 13. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. Why did we need to transform in the first place? What did we need to fix in our revenue process? Verizon Confidential and Proprietary ©2017 All Rights ReservedVerizon Confidential and Proprietary ©2017 All Rights Reserved
  • 14. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. Choosing the right predictive vendor • Availability of external signals • Intent data for earlier visibility • Ability to leverage internal models • Flexibility and know-how • Security and compliance Verizon Confidential and Proprietary ©2017 All Rights Reserved Verizon Confidential and Proprietary ©2017 All Rights Reserved
  • 15. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. Our team Verizon Confidential and Proprietary ©2017 All Rights Reserved
  • 16. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. Three Use Cases • Account-Based Marketing • Cross-sell/upsell • Prioritizing leads Verizon Confidential and Proprietary ©2017 All Rights Reserved
  • 17. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. • Identify and prioritize target accounts based on: • Look alike modeling on wins • High Value Accounts • Use Fit + Intent data for engagement First Use Case: Account-Based Marketing Verizon Confidential and Proprietary ©2017 All Rights Reserved
  • 18. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. • Cross-sell and up-sell into existing customer base • Operationalize internal models • Leverage Lattice + VZ data for segmentation • Enable sales Second Use Case: Cross-sell Verizon Confidential and Proprietary ©2017 All Rights Reserved
  • 19. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. Third Use Case: Prioritizing Leads Verizon Confidential and Proprietary ©2017 All Rights Reserved A B C Call Priority 1 Call Priority 2 Nurture Leads
  • 20. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. • Tradeshow • White Space • Content Syndication • Outbound Telemarketing Third Use Case: Prioritizing Leads Verizon Confidential and Proprietary ©2017 All Rights Reserved
  • 21. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 2017 YTD team results MOL MQL SQL TCV 11.4 percent (59.7 percent YoY) 64.9 percent (66.4 percent YoY) Verizon Confidential and Proprietary ©2017 All Rights Reserved
  • 22. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. Lessons learned 1. It’s important to dedicate resources to your predictive analytics efforts 2. Have the end in mind early; who will use and consume the results 3. Results can and will vary; keep experimenting and learning 4. Have fun Verizon Confidential and Proprietary ©2017 All Rights ReservedVerizon Confidential and Proprietary ©2017 All Rights Reserved
  • 23. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. What’s next with Verizon and predictive Verizon Confidential and Proprietary ©2017 All Rights ReservedVerizon Confidential and Proprietary ©2017 All Rights Reserved
  • 24. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. Thank you.