You can’t read a news article without some reference to Artificial Intelligence (AI). From Siri, to Spotify, to Call of Duty and now self-driving cars, AI is becoming a standard part of our daily lives. That is no different for the B2B world. A recent study surveying 500 marketing executives found that 80% believe AI will revolutionize marketing by 2020 while only 10% are actually using it. But that is all about to change. In June 2016, Demandbase acquired Spiderbook, an AI-based solution that helps B2B companies overcome the most complex data challenges. Host Analytics was one of the first customers to leverage Spiderbook’s AI technology and achieved amazing results. Join Demandbase and Host Analytics for a webinar on January 24 to learn: - How AI is changing the B2B landscape and what powers the technology behind Demandbase - How Host Analytics leveraged Spiderbook to make its marketing more efficient - The challenges marketing and sales professionals face with AI - How to overcome those challenges to maximize sales conversations and close more deals

1. ARTIFICIAL INTELLIGENCE
IN AN ABM WORLD
Nick Ezzo, VP Demand Generation, Host Analytics
Aman Naimat, SVP Technology, Demandbase

2. TODAY’S PRESENTERS
AMAN NAIMAT
SVP, Technology
Demandbase
@Aman_Naimat
NICK EZZO
VP, Demand Generation
Host Analytics
@NickAEzzo

3. CURRENT STATE OF ABM

4. © 2016 DEMANDBASE / SLIDE 4
“ACCOUNT-BASED MARKETING” SEARCH

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TRADITIONAL B2B MARKETING
Attract Engage Convert Measure

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CURRENT STATE OF ACCOUNT-BASED MARKETING
Identify Attract Engage Convert
Measure
Close

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CURRENT STATE OF AI

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BusinessImpact
Data Science Complexity
THE CURRENT STATE OF AI IN MARKETING

9. ARTIFICIAL INTELLIGENCE &
B2B MARKETING SURVEY

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MARKETING EXECUTIVES PREDICT AI WILL
REVOLUTIONIZE THEIR INDUSTRY BY 2020*
*ASKED AMONG B2B MARKETERS MANAGER LEVEL OR HIGHER AT COMPANIES WITH 250+ EMPLOYEES

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AI POISED TO REVOLUTIONIZE MARKETING BUT
LACKING UNDERSTANDING AND ADOPTION*
*ASKED AMONG B2B MARKETERS MANAGER LEVEL OR HIGHER AT COMPANIES WITH 250+ EMPLOYEES

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*ASKED AMONG B2B MARKETERS MANAGER LEVEL OR HIGHER AT COMPANIES WITH 250+ EMPLOYEES
ANTICIPATED BENEFITS FROM USING
AI IN MARKETING*

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OLD WORLD VS AI-BASED ACCOUNT INSIGHTS
Data and insights based
on manual research =No Scale
Automated data on
firmographics and
marketing activity = No Insight
In depth business be-
haviors and relationships
across companies
worldwide
= Insights at Scale
ARTIFICIAL
INTELLIGENCE
ACCOUNT
INTELLIGENCE

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It’s not
BUDGET
It’s not
NURTURING
It’s not
INTENT
UNDERSTANDING WHY BUSINESSES BUY

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WHY DO BUSINESSES ACTUALLY BUY FROM YOU?
Fit
Trust
Social Proof
Common Ecosystem
Shared Partners/Suppliers
Business Fit
Cultural Fit

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Insights
Account Selection
Relevant News
Business Landscape
Recommended Talking Points
Prioritized Contacts
Customer/Partner Network
Entire Business Internet
Raw Data
Press & News
Blogs & Social Forums
Web & Ad Traffic
Company & Contact Directories
IP Address Identification
MAPPING AND TRACKING THE B2B UNIVERSE

17. SALES DEVELOPMENT REPS
THE TIP OF THE SPEAR

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OLD MODEL NEW MODEL
• Focus on Volume
• Calls/emails per hour
• BANT
• All accounts are the same
• Go for the close- every time
• Focus on Quality
• SQLs and Opportunities
• Get the Right Person
• Go after target accounts
• Go for engagement
TIP OF THE SPEAR: THE SDR PLAYBOOK

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RESEARCH
& QUALIFY
READ PRESS
& BLOGS
FIND BUYING
COMMITTEE
GET CONTACT
INFO
CREATE
MESSAGING
LEARN ABOUT
ACCOUNTS
& CONTACTS
NEW MODEL CHALLENGE: DATA AND INSIGHTS

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Artificial
Intelligence
CONTACT-
SPECIFIC
MESSAGING
BUSINESS
LANDSCAPE
RELEVANT
BUSINESS
TOPICS
PERSONALIZED
NEWS
PRIORITIZED
ACCOUNTS TO
TARGET
PRIORITIZED
CONTACTS TO
REACH
WHAT MARKETING NEEDS TO DELIVER

21. HOST ANALYTICS AND AI

22. 22
WHY AWARENESS IS IMPORTANT
§ Most are not ready to buy now.
§ Goal: Staying top-of-mind.
§ “Within an Arm’s Reach of Desire”
Ready to Buy Never Gonna Buy
Most
interactions
take place here.

23. 23
Account
Selection
Maturation
Targeted
Display Ads
Targeted
Lead Gen
Email
Nurture
Campaigns
Demandbase
ABA
SDR
Team
Dimensional
Marketing
Determine top
accounts per
month
Targeted
AWARENESS
campaigns
Targeted
LEAD GEN
campaigns
Targeted
OUTREACH
campaigns
Resolution or
Recycle
Spiderbook
Infer
LinkedIn
Demandbase
Content
Partners
Marketo
SpiderBytes
SwagIQ
Spiderbook
Infer
THE ABM FLOW

24. © 2016, Host Analytics, Inc. All rights reserved.
BUT WHAT ABOUT
ACCOUNT SELECTION?

25. 25
HOW (SOME) SALESPEOPLE PICK ACCOUNTS
People I sold
to in the past.
People the last
rep sold to.
People who pick
up the phone.
Friends,
neighbors…
…kid’s friend’s
parents.

26. 26
Customers
Competitors
Partners
Verticals
Employee
Count
Revenue
Geography
AI DRIVEN ACCOUNT SELECTION

27. © 2016, Host Analytics, Inc. All rights reserved.
Target
Account
Content
drips
Targeted
Ads
Swag
Event /
Webinar
invitation
Surveys
& Intent
Phone
Website/
Blog
THE 360° VIEW OF ABM
§ Demandbase
§ Uberflip
§ Hubspot
§ Marketo
§ Marketo
§ LinkedIn
§ Google AdWords
§ Demandbase
§ SwagIQ (PFL)
§ Marketo
§ On24
§ Event Partners
• SimplyDirect
• Typeform
• Bombora
§ SDR Team

28. 28
USING AI FOR OUTREACH
§ Set up rules to gather
personalized data
§ Present data in useful format
§ Use data in outreach

29. 29
Salesforce
Marketo
Hubspot (Blog)
Marketo
Demandbase Uberflip
Captora Press Page
DiscoverOrgZoomInfo InsideView
SpiderbookRain King Other
BizibleLeanData Google Analytics Reporting/Attribution
Scoring/Targeting
Content Engagement
Automation
Database
Data Sources
InferSpiderbook Demandbase
THE MARKETING STACK

30. © 2016 DEMANDBASE / SLIDE 30
THE TOP 7 RULES FOR AI + MARKETING
1. Don’t get overwhelmed by buzzwords
2. Focus on enabling processes that matter the most
3. Focus on areas that aren’t working well
4. No data = No AI
5. “Inside Data” and “Outside Data” create magic
6. Don’t rely on ”human” curation to train your machine
7. Build AI that can be humanized

31. Q&A

32. © 2016 DEMANDBASE｜SLIDE 32
THE ABM EVENT
OF THE YEAR!
April 5-6, 2017
Pier 27, San Francisco
www.marketinginnovationsummit.com
Save the date and join us for…

33. THANK YOU