1:1 B2B marketing and sales is a strategy focusing on targeted marketing initiatives and messaging to your audience. AI, data and digital are the foundation for creating personalized buyer journeys and engaging prospects and customers with relevant and insightful content. Watch our speakers from Lattice Engines, Informatica, nFusz and ion interactive to learn how to use AI, data and digital technologies to engage with relevance and create personalized content at scale. Informatica will also show how they transformed their marketing with AI and data to deliver customized buyer journeys at scale to achieve a 2x increase in effectiveness while reducing cost per qualified lead by 54%.

1. Creating Customized Buyer
Journeys with AI and Data

2. Speakers
Nipul Chokshi - Lattice Engines
Adrian Chang - Informatica
Israel Pagan Jr - ion interactive
Denise Chaisson - nFusz

3. Customized Buyer Journey
4 steps to creating a personalized strategy:
1. Identify: Collecting data on your audience
2. Differentiate: Segment users into the specific groups
3. Interact: Utilize collected data to connect with a prospect/current
customer through the methods they are most likely to respond to.
4. Customize: Personalization can speed up the sales cycle.

4. Personalization Best Practices
● Test your content
● Monitor analytics
● Strategy?
● Don’t be that person/campaign...

5. Personalizing the Buyer Journey with
AI and Data
Nipul Chokshi
Vice President of Marketing
Lattice Engines
Adrian Chang
Senior Director, Digital Marketing & Buyers Journey
Informatica

6. The Age of ABM is Here
90% 61% 53%
Marketers believe ABM is
critical
Marketers are going beyond
pilots
Marketers have dedicated
budget to ABM

7. But, ABM Success Remains a Challenge
Only 1 in 5 are seeing an increase in
marketing and sales effectiveness from ABM

8. Because Marketers Struggle to Scale ABM
• Strategic accounts only
• Single product line
• Net new customer acquisition
only
• Ads only
• All accounts
• All product lines
• Net new, cross-sell, up-sell, retention
• Ads, Web, Email, Sales, etc.

9. And Poor Targeting…
SOCI
AL
DISPL
AY
EMAI SALE
“Digital
Transformation”
“Mobile
Security”
“Mobile
Devices”
“Remote
Workers”

10. Disconnected Data Prevents ABM @ Scale
DISPLAY SEARCH WEB SOCIAL EMAIL CONTENT SALES SUCCESS
FIRMOGRAPHICS
COOKIES
DEVICE IDS
SEARCH DATA
COOKIES
FIRMOGRAPHICS
ANON. WEB
LOGS
IP ADDRESSES
SOCIAL IDS
FIRMOGRAPHICS
LEAD DATA
EMAIL ACTIVITIES
CONTENT VIEWS
LEAD DATA
ACCOUNTS
CONTACTS
OPPORTUNITIES
CUSTOMERS
TRANSACTIONS
SUPPORT
USAGE

11. Lattice Atlas: Trusted AI Foundation for ABM @ Scale

12. Cloud/Hybrid
Data Management
360
Engagement
Next Gen
Analytics
Data Governance
and Compliance
Digital Transformation Journeys

13. Demand
Is Dead

14. AdvocacyDigitalBrand

15. DemAND
Advocacy Digital
Brand

20. 20 © Informatica. Proprietary and Confidential.20 © Informatica. Proprietary and Confidential.
Buyer’s Journey at Informatica
B2C is Simple
Want, Buy
B2B is
Complex
Buying Team, Buying
Patterns, Digital Fingerprint
B2B Marketing
ignores the
complexity
Linear, Singular POV

21. 21 © Informatica. Proprietary and Confidential.21 © Informatica. Proprietary and Confidential.
Buyer’s Journey at Informatica
B2C is Simple
Want, Buy
B2B is
Complex
Buying Team, Buying
Patterns, Digital Fingerprint
B2B Marketing
ignores the
complexity
Linear, Singular POV
Informatica Vision for
Buyer’s Journey
Reactive
Content
Delivery
Proactive,
Intelligent
Conversation

22. 22 © Informatica. Proprietary and Confidential.22 © Informatica. Proprietary and Confidential.
Website: Content Recommendations and Personalized
Promotions Fuel Top of Funnel Engagement
Content recommendations

23. 23 © Informatica. Proprietary and Confidential.23 © Informatica. Proprietary and Confidential.
Website: Content Recommendations and Personalized
Promotions Fuel Top of Funnel Engagement
Personalized promotions Personalized content and pages (e.g. ABM)
Promo’s – like the one shown here on the Home Page – are
personalized based on AI, predictive models, user history and user
details (e.g. title).

24. 24 © Informatica. Proprietary and Confidential.24 © Informatica. Proprietary and Confidential.
Paid Media: Prioritize and Personalize for Greater ROI
· Directed paid media spend to “High Fit +
High Intent”
· Matched ad copy to intent keywords,
technographics and other indicators
· Audience creation in Lattice, Ad execution in
LinkedIn

25. Up next for disruption =
Email

26. 2626
Current Nurture Process is Problematic
Asset focus vs Journey focus = lagging customer expectations
• Relies on explicit indication of buyer interest in specific product(s)
• Buyer interest is often not timely or out of date
• Customers and prospects often receive the same message

27. 2727
Plan of Attack – The Path to Omni Channel 1:1
Decision Engine and Orchestration across all channels
• Synchronized next best offers for an
individual
• Synchronized next best actions/offers for
the “buying” team
• Campaign Automation tied to our
Journeys:
1. Cloud/Hybrid
2. Next Gen Analytics
3. 360 Customer Engagement
4. Data Governance and Compliance
Our Digital COE must deploy systems, launch
programs and create content that suits our
customers based on their:
Use Cases Dimensions
FIT
Right Person
STAGE
Relationship
INTENT
Cloud, Big Data, MDM
SURGE
Ready to Engage

28. 2828
Buyer’s Journey in Action
Intelligent conversations to help customers along their Digital Transformation
Unify Segment
Hybrid Cloud
Data Governance
Next-Gen Analytics
Customer 360
Use AI to put prospects into
specific journeys
Activate
Engage audiences via various
channels
Aggregate all available data
about INFA prospects
Sales
Display
Email
Social
Firmographics & Tech
Activity on Informatica.com
3rd party Intent
1 2 3
Key data elements from Data Lake:
Leads, Opportunity, Account Info, Purchase
Data, Marketo Successes

29. 2929
Success – 1st Email Delivered with AI/Intent Data (July
2018)
Only half of B2B Marketers are using AI in their marketing strategy.
https://www.marketingcharts.com/industries/business-to-business-105038
Used Lattice Scoring, Bombora Cloud Product
Affinity and Fit Model to engage customers in
a Cloud Data Warehouse conversation
Micro-targeted, increased
email response rates!

30. 30 © Informatica. Proprietary and Confidential.30 © Informatica. Proprietary and Confidential.
Results So Far…
More effective campaigns, better ROI on marketing
Example: Paid media campaign

31. Personalization with
Interactive Content
Israel Pagan Jr
Sr. Marketing Manager
ion interactive

32. TIP: Use ion’s engagement data to evaluate user preferences, intent, and inform personalization via the integration with Marketo
PERSONALIZED INTERACTIVE CONTENT

33. TYPES OF PERSONALIZED INTERACTIVE CONTENT
TIP: Customize your content to dynamically change where people go and what they see based on who they are,
what they’ve done and how they’ve expressed interest. This provides rich, highly valuable insights to your team—and engages
your buyer with a personalized experience.

34. KNOW THE CONTENT EXPERIENCE IMPACT
● 96% of surveyed marketers believe that
content interactivity affects buyer’s
decisions.
● Compared to passive content, interactive
content is more likely to be effective at
educating buyers and differentiating from
competitors, and more likely to be shared
frequently.

35. PERSONALIZE THE CUSTOMER JOURNEY
TIP: Engagement points built right into interactive pieces allow you to see exactly where a user clicked, spent time reading copy,
or engaged with multiple points.
more effective marketing through better…

36. INTERACTIVE CONTENT INSIGHTS
● Show sales the prospect's actual calculator inputs.
● Give the actual choices of what the audience engaged
with so they know each point that they engaged with, and
the number of requests they’re looking for.
● Share with the sales team the percentage of content that
the lead consumed.
TIP: Engagement points built right into interactive pieces allow you to see exactly
where a user clicked, spent time reading copy, or engaged with multiple points.

37. EXAMPLE: THE SOLUTION FINDER
● BENEFIT: Self-conducted interactive
assessments help your lead identify their
pain points and see opportunities while
providing genuine value and
recommendations.
● TIP: Built in data points track views
generated, engagement, drop-off points,
and advanced metrics like lead quality and
qualification.

38. EXAMPLE: THE ASSESSMENT
● BENEFIT: Create an opportunity for your
prospect to evaluate their skills, knowledge,
readiness, etc. in a particular area with an
interactive assessment. Extremely effective
as a lead generator, assessment insights can
help you better target, market and message
your prospects.
● TIP: Assessments, report cards, and
conversion paths are experiences that yield
valuable segmentation data.

39. Personalized Interactive Video
Denise Chaisson
Vice President of Enterprise Sales
nFusz

40. THE POWER OF INTERACTIVE VIDEO
● Why Video?
● Grabs the Viewers Attention, Evokes
Emotion, Provides Clarity, & Creates
Value
● Viewers retain 95% of content displayed
through video vs. only 10% of written text.
● Why Interactive Video?
● Interactive video is 6x more effective than
standard video in regards to driving
viewership engagement and overall
content retention.

41. PERSONALIZED INTERACTIVE VIDEO
● What can it look like?
● Decision-tree video guiding the viewer through the buying process
● Video or interactive tutorial to specific product or service
● Introduction to prospective clients
● Follow-up with prospective clients
● Check-in with current customers
● Customer support
● Misconceptions:
● Takes too long to produce...
● I’m not a videographer...
● Seems expensive...

42. Example: Personalized Interactive Follow-Up
Step 1: Perform a Quick
Screen Record Through
notifiCRM Platform
Step 2: Add Interactive Elements
● Schedule Meeting
● Direct to Specific URL
● Call Directly from Video
● Send Email from Video

43. Step 3: Send Interactive
Follow-Up Through
notifiCRM Platform
Step 4: Recipient Views & Interacts
with Content on Either Desktop or
Mobile Device.

44. ANALYTICS BEHIND INTERACTIVE VIDEO
● Capture data specific to the lead
● Who clicked on what, how long
they watched, what did their
overall engagement look like?
● Behavioral A.I.
● Recommendations as to what
your next engagement should
look like and when it should take
place.
● Eliminates any of the guesswork

45. IMPRESSION LEFT ON CLIENT
● Unique Opportunity:
● Connect or follow-up with a client in a new and unique way
● Be ‘cutting-edge’ in your industry
● While it might not be the mainstream, the majority of video will be
interactive by 2020
● Individuals who engage with interactive content are more likely to
re-engage with your content going forward.
● Client Impression:
● Additional level of connection
● Feel like you went out of the way to create something personal
● Viewer is able to recall, with clarity, video content they viewed 30
days later.

46. Questions?