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Leveraging AI Driven Data To Fuel a New Generation of ABM Campaigns
The document discusses the integration of AI-driven data into account-based marketing (ABM) to enhance campaign effectiveness and productivity. It highlights the challenges of manual data entry leading to lost customer activity data and emphasizes how automation can improve sales and marketing alignment. The presentation showcases the impact of AI in capturing and utilizing customer data for better targeting and real-time attribution, aimed at optimizing marketing efforts and driving revenue growth.
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Leveraging AI Driven Data To Fuel a New Generation of ABM Campaigns
- 1. LEVERAGING AI DRIVENDATA TO FUEL A NEW GENERATION OF ABM CAMPAIGNS Dayle Hall CMO, People.ai Kaushik Patel VP, Demand Gen & Marketing Operations, ThoughtSpot
- 2. Leveraging AI DrivenData to Fuel a New Generation of ABM Campaigns Kaushik Patel - VP Demand Gen & Operations, ThoughtSpot Dayle Hall - CMO, People.ai AIS 2019 #ABMSUMMIT
- 6. Why We’re Here Foundationfor ABM = Data + Intelligence How Marketing Puts ABM + AI into Action Alignment with Sales
- 7. Millions of dollarsinvested in CRM and Martech with the promise of growth and productivity 7 This promise has not been fully realized. ©2019 All RightsReserved
- 8. ©2019 All RightsReserved8 “impactof AI technologies on business is projected to increase labor productivity by up to 40% and enable people to make more efficient use of their time.“ But… AI is the game changer Sales reps spend on average, 30 percent of their time on internal administrative activities. People are wasting time and companies are wasting money
- 9. Customer Activity DataIs Key to ABM Success Customer Activity Data: • All Customer Contact Information • Calendar Data (Meetings, Attendees, Cancellations) • All Digital Communications (email, messaging, phone) • Salesforce Data (All History) • Customer Account History • Product Telemetry • Sales Data Activity • Marketing Campaign Analytics • Support Resource Activity • Financial Information • Sales and Marketing Rep Activity Customer Activity Data is lost due to people manually entering data, excel spreadsheets and manual processes. ©2019 All RightsReserved9
- 10. Today’s Antiquated Approach •Only 20% of data captured = 80% is lost • Reps spend >30% of time on manual data entry = time away from selling • Low engagement with core tools like Salesforce.com Manual Entry = Data Loss Siloed and Inaccessible Data • Different systems and silos prevent enterprises from capitalizing on insights • Inability to identify or impact the right buying groups • Marketing attribution and impact is untrusted Contacts Are Missing or Not Current • On average 2 out of 12 of the relevant buyers, influencers and users captured in an opportunity • Contact data becomes outdated as people change jobs, roles, names. ©2019 All RightsReserved10
- 11. 1 Opportunity 2of 12 Contacts Captured 1000 Opportunities 2,000 of 12,000 Contacts Captured Example: Contacts Captured from Each Opportunity Manual Entry = Data Loss Siloed and Inaccessible Data Contacts Are Missing or Not Current Engaging only 20% of the buying group and influencers (losing 10,000 contacts) Imagine What That Could Mean for Your Team ©2019 All RightsReserved11
- 12. Automated Data Capture andPopulation of CRM Cross-system Data Intelligence Complete, Self Healing Contact Database How AI Provides Better Data for ABM ©2019 All RightsReserved12 • Automated Capture of All Customer Activity Data • Populate CRM - Right Context, Right Opportunity and Decision Field • Increased Engagement and trusted data in tools • Data Across Systems, Silos and Processes - Matching Algorithms to Provide Actionable Intelligence in the Right Context • Identify and Target the Right Buying Groups with the Right Content • Real-time Marketing Attribution • Automated Capture of Contacts Using Signature Scanning, Calendar Contacts, CC’s and NLP • Capture All Relevant Buyers, Influencers and Users (Pre & Post Sale) for every opportunity • Dynamically Update Contact Database Data drives results - AI to capture all data, and automatically match the right people to the right accounts, opportunities, and CAMPAIGNS!!
- 13. Kaushik Patel VP ofDemand Gen and Marketing Operations
- 14. Search & AI-DrivenAnalytics Next Generation Analytics Platform for the Enterprise
- 15. Team Technology Customers Search+ Enterprise Search & AI-Driven Analytics Platform Mid-to-large Enterprise Palo Alto, CA Headquarters $306M Funding Magic Quadrant Leader RELATIONAL SEARCH AUTOMATED INSIGHTS ThoughtSpot Overview
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- 17. 2015 2017 Today Phase1 - ABM Foundation Phase 2 - Tracking & Segmentation Phase 3 - Optimize with AI Our Journey
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- 19. Accounts $100M+ Account-based Routing Territory Management SOURCE Hoovers TECHNOLOGY LeanData TECHNOLOGY Home grown TECHNOLOGY Home grown Account Tiers TECHNOLOGY RollupHelper Activity Tracking Phase 1 - ABM Foundation
- 20. Account Hierarchies Engagement Tracking Account De-Dupe TECHNOLOGY Traction Hierarchies TECHNOLOGY Home grown TECHNOLOGY Data.com Clean D&B TECHNOLOGY Homegrown Contact Segmentation Phase 2 - Tracking & Segmentation
- 21. Performance Win Field Sales SDR Org Channel FieldMarketing Digital Marketing Management CAMPAIGNS ?
- 22.
- 23. Today Account Opportunity SALS MQLs Activity Tracking Prospects (Leads &Contacts 100% Automated Activity Tracking - No manual entry - Forward-looking insights - Integrated with 3rd party tools - Heatmaps – follow- ups & prospecting Contact Coverage & Buildup - Net new contacts based on activity - Lead → Contact Role (campaign attribution!) - Impact on attribution reporting
- 24. 100% Activity Capture ●Account ● Opportunity ● Account/market penetration based on hard data AI fuels our next level ABM campaigns Reach & Coverage ● 10-20x the Contacts created per month ● Tripled the size of our Contact Database in 6 months ● 40 - 80 leads converted to contact roles weekly Attribution ● Leads to more precise measurement ● Improved decisions on marketing spend/results
- 25. Salesforce | Marketo GoogleAnalytics | Jira Media Spend | People.ai ETL ThoughtSpot on ThoughtSpot
- 26. The Last Piece- Sales & marketing alignment
- 27. AI + ABM= Attribution ©2019 All Rights Reserved True attribution is dependent on the data Creating the right contact, to campaign, to opportunity and showing it close. Full attribution comes when you know what sales is doing with the leads that you create. Looking at the same data and sharing wins, drives Alignment with Sales 27
- 28. Marketing Is SendingDirect Mails To Your Target Account List The Boss of a Prospect Who Received a Direct Mail Calls Your Sales Rep Directly -- Closes a deal How AI Can Help Solve for Attribution for ABM Campaigns ©2019 All RightsReserved28 Scenario 1: ABM Without AI Power Contact Capture and Creation 1 2 Sales doesn’t track or capture activity Close Won Deal! = Yay! Direct Mail Attribution = None In this scenario, marketing gets zero credit or influence if this prospect buys.
- 29. Marketing Is SendingDirect Mails To Your Target Account List The Boss of a Prospect Who Received a Direct Mail Calls Your Sales Rep Directly -- Closes a deal (Automatically Added to the CRM) How AI Can Help Solve for Attribution for ABM Campaigns ©2019 All RightsReserved29 Scenario 2: With AI Power Contact Capture and Creation 1 2 Contacts Created Contact Added to the Account, and Opportunity Activity is Added to the Marketing Campaign Attribution going to Marketing’s ABM Campaign All Done Automatically with AI
- 30. Campaign 360 • Getmore from every marketing dollar you spend by engaging dropped business opportunities • Align your salesand marketing teamsand fix processbreakdowns • Know when a campaign isworking sooner so you can iterate quickly and make future investments • Prove the true value of your campaignsby automatically capturing all sourced and influenced opportunities
- 31. Know exactly howmany leads and contacts have not been engaged by Sales. Prove ROI by capturing ALL related Opportunities. Fix process breakdowns by showing Sales exactly who to follow-up with. Understand why a campaign was or wasn’t effective.
- 32. “Marketers are constantlydebating with sales about attribution and sourcing. They need to look for something that offers full visibility into which campaigns are driving opportunities and which opportunities are driving success of campaigns. This will enable sales and marketing teams to accelerate revenue generation inside their enterprises.” Terry Flaherty Senior Research Director, Demand Marketing What Analysts Are Saying About Campaign 360 32
- 33. Takeaways 1. Capture asmuch of the data as possible 2. Serve up the data into actionable intelligence 3. Sales & Marketing need to be on the same page driven by data to hold each other accountable
- 34. 34 ©2019 AllRightsReserved