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How AI Is Transforming B2B Sales & Marketing by Olin Hyde


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Abstract:- Artificial intelligence blurs the lines between sales and marketing by enabling humans to leverage the power of Big Data to command and control every customer's journey. A new category of technology called "intelligent demand generation" enables marketers to explain and predict buyer behavior with unprecedented precision and speed. These capabilities reframe how companies go to market by enabling microtargeting of customers with context-specific content marketing. Early adopters of intelligent demand generation technologies are realizing more than 500% return on investment within 2 months. Three-time AI startup founder and CEO of LeadCrunch describes how his company developed military targeting technology then modified it to make commercial sales teams more efficient.

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How AI Is Transforming B2B Sales & Marketing by Olin Hyde

  1. 1. Aug 5, 2017 [ai] Drive faster revenue using deeper insights Lookalike marketing powered by artificial intelligence with
  2. 2. Olin Hyde CEO & Founder @olinhyde
  3. 3. How [ai] is Transforming B2B Sales & Marketing 3
  4. 4. 4 Rapid Growth in a Crowded Market 37% Monthly Growth Since Product Launch Quarterly Bookings (growth)
  5. 5. Team of 15 Full-Time Sales & Applied AI Experts Olin Hyde, CEO Serial entrepreneur EXITS TO: Sanjit Singh, COO Serial entrepreneur EXITS TO: Steve Biafore, CSO Early investor, now chief scientist CO-INVENTOR OF FALCON: CO-FOUNDER: 5 Patented industry standard AI for credit analysis and fraud detection (FICO Score) #1 of 100 sales managers at Airborne Express. Grew $60M in sales in 3 years. 1st job was door-to-door encyclopedia sales. 3x AI Startups since then.
  6. 6. Our Genesis Story 6 Founders first met as angel investors in online dating startup, Spritzr. Next, LeadCrunch won a research contract in 2014 to verify military targets. Then, we repurposed our military targeting technology to find B2B customers. Now, we apply skills learned from building commercial AI solutions for: ● Fraud detection ● Credit risk ● Cyber threats
  7. 7. Problem: Inconsistent ROI for B2B Marketing 7 ● Difficult to optimize A.I. and data* ● No tools for data-driven personas & lookalikes* ● Shortening lifespan of a CMO** → Cycle of Distrust Timing is Now to Address Unmet Needs *Interviews with 1,070 marketers in free alpha. 96% relied upon thin data, intuition, and past practices. **WSJ, interviews with beta & alpha customers
  8. 8. Market Timing is Critical 8 the single biggest reason why startups succeed (via Bill Gross, TED)
  9. 9. SOLUTION: Deliver engaged lookalike leads 9 1. Deliver on-demand campaigns a. Match the real needs of prospects and capabilities of vendors b. Engage prospects with content and outreach 2. Control as a Subscription (think: Amazon Prime) a. Insights on reaching new customers and segments b. Command & control over all campaigns
  10. 10. LeadCrunch Creates Long Term Value ● Data ○ Collecting data from customers, marketing agencies and how prospects engage with brands ● Vertical [ai] ○ Use-case specific [ai] more valuable than low level or general [ai] ● System of Intelligence ○ Extension of humans embedded into workflows 10
  11. 11. Our [ai] Works: Learn → Target → Engage 11 Learn from outcomes.1 We find insights that capture the essence of your best customers and generate targets. 2 Commercial Data Sources Proprietary Data Attractors World Wide Web 3 We select then engage, qualify & nurture using best actions. Data Management Platform LeadCrunch[ai] cost-per-leads converts 300% better than competition.
  12. 12. DeepFind™ Patent-Pending Technology DATA: Create Deep Context PROCESS: AI Models OUTPUTS: Insights People 12 Build Core Data Asset Discover Patterns: Uses many different AI methods (ML, DL). Delivers more accurate targeting and deep market insights.
  13. 13. How We Started People 13 [ai] licensing deep neural network
  14. 14. How We Have Failed #1 People 14 [ai] licensing biotech research
  15. 15. How We Have Failed #2 People 15 [ai] licensing biotech research national security
  16. 16. How We Have Failed #3 People 16 [ai] licensing biotech research national security biz 2 gov
  17. 17. How We Have Failed #4 People 17 [ai] licensing biotech research national security LeadCrunch (α) biz 2 gov
  18. 18. How We Have Failed #5 People 18 [ai] licensing biotech research national security LeadCrunch (α) biz 2 gov LeadCrunch (β)
  19. 19. Finally… Initial Success People 19 [ai] licensing biotech research national security LeadCrunch (α) biz 2 gov LeadCrunch (β) LeadCrunch OnDemand
  20. 20. Continuing to Innovate People 20 [ai] licensing biotech research national security LeadCrunch (α) biz 2 gov LeadCrunch (β) LeadCrunch OnDemand LeadCrunch SaaS
  21. 21. 21 Unicorn Discovery Tools Lean Loop OODA Loop Business Model Canvas 7 Stages of Action Eric Ries John Boyd Steve Blank Donald Norman
  22. 22. The Role of a Pivot 22
  23. 23. “success consists of going from failure to failure without loss of enthusiasm.” “success consists of going from failure to failure without loss of enthusiasm.” Winston Churchill
  24. 24. [ai] Exploits Complacent Markets 24 1. For example, B2B lead generation methods are stale a. Dun & Bradstreet, InfoGroup, etc are dated 2. Lead Crunch[ai] a. [ai] algorithms shows marketing teams deeper insights on customer data
  25. 25. 10x [ai] funding in 4 years 25
  26. 26. [ai] acquisitions: exponential 26
  27. 27. VC’s are biased about [ai] 27
  28. 28. Get Smarter in 6 Months 28 Books Sapiens by Yoav Harrari Work Rules by Lazlo Block Grit by Angela Duckworth The Hard Thing about Hard Things by Ben Horrowitz The Charisma Myth by Olivia Fox Cabane The Innovator’s Dilemma by Clayton Christensen Crossing the Chasm by Geoffrey Moore Zero to One by Peter Theil Machines of Loving Grace by John Markoff Tribe by Sebatisan Junger Smarter Faster Better by Charles Duhig Speed of Trust by Stephen Covey Drive by Daniel Pink Getting to Yes by William Ury The Challenger Sale by Matthew Dixon The Information: A History, a Theory, a Flood by James Gleick Podcasts SaaStr Freakanomics Masters of Scale Hidden Brain Radio Lab Data Skeptic Stanford Entrepreneurial Thought Lead