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Nipul Chokshi
VP Marketing @ Lattice
@nipulc
#ScaleABMwithAI
Scaling ABM with AI:
Three Real-Life Examples
of ABM Success
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
#ScaleABMwithAI
But, ABM Success Remains a Challenge
Only 1 in 5 are seeing an increase in marketing
and sales effectiveness from ABM
#ScaleABMwithAI
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.
#ScaleABMwithAI
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
#ScaleABMwithAI
Resulting in Fragmented Experiences
SOCIAL DISPLAY
EMAIL SALES
“Digital Transformation”
“Mobile Security”
“Mobile Devices”
“Remote Workers”
#ScaleABMwithAI
The Four Pillars of ABM @ Scale
Unified
Customer Data
AI-based
Audience
Creation
Omni Channel
Activation
Governance
and
Compliance
#ScaleABMwithAI
100+ Companies Capture Opportunity AI and Data
Example Fortune 500 Companies Example High Growth Companies
+2x +3x +35% +20%+85%
Higher Conversion Greater Pipeline Higher Deal Size Revenue per customer Customer Churn
#ScaleABMwithAI
3Examples
of Successful ABM@Scale
#ScaleABMwithAI
3Examples
of Successful ABM@Scale
#ScaleABMwithAI
For us, its all about engaging in a relevant and
consistent way across every channel.
Marissa Dacay
Director of Enterprise Marketing
#ScaleABMwithAI
Adobe’s ABM Journey
#ScaleABMwithAI
Step 1: Align around GTM
#ScaleABMwithAI
Step 2: Fuel Engagement with AI and Data
#ScaleABMwithAI
Step 3: Create integrated sales and
marketing relationship
#ScaleABMwithAI
Step 4: Measure impact
#ScaleABMwithAI
3Examples
of Successful ABM@Scale
#ScaleABMwithAI
Creating Personalized Buyer Journeys
at Scale
#ScaleABMwithAI
Creating Personalized Buyer Journeys
at Scale
#ScaleABMwithAI
Three Steps to Custom Buyer
Journeys
#ScaleABMwithAI
Driving more effective campaigns
while increasing Marketing ROI
#ScaleABMwithAI
Driving more effective campaigns
while increasing Marketing ROI
#ScaleABMwithAI
3Examples
of Successful ABM@Scale
#ScaleABMwithAI
Driving more effective campaigns
while increasing Marketing ROI
#ScaleABMwithAI
Key Challenge: Grow Direct
Channel Business
#ScaleABMwithAI
AI and Data Were Critical to their
Approach
• TAM: The Right Companies
• Prioritization: Better Segmentation
• Methodologies: Scoring, Rating,
Enrichment
• Operationalization: Augmented
Outreach
#ScaleABMwithAI
Step 1: Identify Ideal Targets
#ScaleABMwithAI
Step 2: Orchestrate Engagement
#ScaleABMwithAI
Step 3: Identify Personas and
Key Messages
Example: Regional Utility
Ads link to value content
#ScaleABMwithAI
Step 3: Identify Personas and
Key Messages
Example: Global Innovator
Ads link to testimonials
#ScaleABMwithAI
2018 SiriusDecisions ABM
Program of the Year
#ScaleABMwithAI
3Examples
of Successful ABM@Scale
#ScaleABMwithAI
Thank You!
#ScaleABMwithAI
http://bit.ly/GetMyBookCopy
To Learn More:

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Scaling ABM for AI Growth

Editor's Notes

  1. From strategic to enterprise, mid-market From single product line to multiple product lines From just net new acquisition to net new + cross-sell/up-sell From ads only to ads + sales + email
  2. Each channel has its own silo of data that it uses for driving buyer journey