Can AI do better than Google at marketing B2B products and services?

1. Bangalore, India
www.selasdia.comCan we apply AI to B2B marketing?
Applications
of
Text Analytics
to
B2B Sales and Marketing

2. selasdia.comCan AI do better than Google?
What I’m going to cover in this talk
1. Promoting B2B Products Versus B2C Products
2. How We Promote B2B Products Today
3. What Can Happen When You Apply Text Analytics
4. Finally, we do a comparison with Google (Can AI
do better than Google?)

3. Introduction
B2C vs B2B marketing

4. aiaioo.com
Image from Wikipedia
Image from Wikipedia
B2C
Advertisement
B2C and B2B Products
Advertisement
B2B

5. selasdia.com
Image from Wikipedia
Image from Wikipedia
The difference between
B2C and B2B marketing
is one of
targeting

6. aiaioo.com
Image from Wikipedia
Image from Wikipedia
If the product is a B2C product
Customer Customer Customer
Accountant
B2C – A large segment of the world is a
Prospective Buyer

7. selasdia.com
Image from Wikipedia
Image from Wikipedia
If the product is a B2B product
Not a customer Not a customer Customer
Accountant
B2B – People in Specific Roles in Firms are
Prospective Buyers

8. cohan@selasdia.com
Image from Wikipedia
Image from Wikipedia
A description of a prospective B2B buyer is called
the B2B Buyer Persona
Not a customer Not a customer Customer
Accountant
If the product is a B2B product

9. selasdia.comPromoting B2B Products
B2B Product Buyer
1. The buyer is a role in a firm
2. There is a limited number of buyers
3. More targeting needed to reach buyers efficiently

10. selasdia.comPromoting B2B Products
B2B versus B2C
B2C B2B
Sales
Marketing

11. aiaioo.comDigital Marketing
How We Promote B2B Products Today
Digital Marketing
1. Search Engine Marketing
2. Social Media Marketing

12. aiaioo.com
Image from Wikipedia
Content Marketing
Marketing over the web, social media, and email by
sharing content that helps customers or prospects:
1. Content creation around keywords
2. Content dissemination on digital media
3. Lead capture using forms, polls and gated downloads
This is a bit of a superset of SEO (SEO is about making your
website rank high on search engines).

13. aiaioo.com
Image from Wikipedia
Example of Content Marketing
Let’s say I am Tally, and I want to promote tools for financial
accounting to Chartered Accountants.
1. Content creation around keywords that potential customers
might search for:
accounting, accounting software, accounting tools,
tax preparation, taxation, cost accounting, tax compliance
2. Content dissemination on digital media:
Web pages with articles including those keywords
http://tallysolutions.com/5- accounting -tips-for-small-firms.html
Title: 5 Amazing Accounting Tips for Small Firms
Content: Has your accounting given you spent sleepless nights

14. aiaioo.com
Image from Wikipedia
Image from Wikipedia
Where Your Content Marketing
Doesn’t Work Great
Your content Your competitor’s content
You
Your competitor

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Image from Wikipedia
Image from Wikipedia
Where Your Content Marketing
Doesn’t Work Great
Your followers Your competitor’s followers
You
Your competitor

16. aiaioo.com
Image from Wikipedia
Image from Wikipedia
Fast Follower
The originator
f
f
f f
f
f
f
The fast follower

17. aiaioo.com
Image from Wikipedia
Image from Wikipedia
Disruptor
The originator
f
f
f f
f
f
f
The fast follower
dd
d
The disruptor

18. aiaioo.com
Image from Wikipedia
Image from Wikipedia
Software services firm
Open source
project
Services
ss
s
s1s1
s1
s2s2
s2

19. aiaioo.com
The above methods rely
on “being found”

20. aiaioo.com
Traditional Digital Marketing Works
Just Like A Tool For Naval Warfare
Naval Mine

21. aiaioo.comPull Method
How Naval Mines Sink A Ship
Prospect
Content

22. selasdia.comMK37 Director
Image from Wikipedia
Another Way to Sink a Ship
“going out and finding
the customer”

23. selasdia.comPush Method
How Gun Fire Sinks A Ship
Prospect
You

24. selasdia.com
Another Way to do B2B
Marketing (Sink a Ship)
Use Text Analytics To:
1. Identify a Prospect (Spot a Target)
2. Find Contact Information (Location)
3. Find Out Needs and Interests (Find Heading)
4. Interact With Prospect (Fire a Shell)
Our research work over the past 5 years has focused on doing these 4 steps
using AI (automatically). Today we’ll talk about some of the results.

25. selasdia.com
1. Identify a Prospect
Get the identity of prospective buyers from:
a) Company websites
b) Social media profiles
c) News articles

26. selasdia.comSelasdia
Identifying Prospects – An Example

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Web Information Extraction for List Building
Modern AI tools can search the world wide web
much like a human would.

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Results:
B2B Prospect List Culled from Twitter

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Text Analytics Steps
Two Steps:
1. Named Entity Extraction/Classification
2. Relationship Extraction

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Step 1: Named Entity Extraction / Classification:
a) … said Janakiram, the CEO of Minewhat, while …
b) Attendees included Janakiram, CEO, Minewhat …
Output:
Person: Janakiram
Company: Minewhat
Text Analytics Steps

31. selasdia.com
Step 2: Relationship Extraction:
a) … said Janakiram, the CEO of Minewhat, while …
b) Attendees included Janakiram, CEO, Minewhat …
Output:
CEO_Of {Janakiram, Minewhat}
Text Analytics Steps

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2. Obtain Contact Details
Get the contact details for prospective buyers from:
a) Company websites
b) Crunchbase
c) Email servers
d) Social media

33. selasdia.comSelasdia
Obtaining Contact Details

34. selasdia.com
Record Linkage:
cohan@aiaioo.com  Cohan Sujay Carlos
@cohansujay  Cohan Sujay Carlos
facebook.com/cohan.sujay  Cohan Sujay Carlos
Text Analytics Task

35. selasdia.com
3. Determine Heading
With a prospect, you want to know shifts in interest:
Strong Purchase Interest
Your productCompetitor
Lack of Purchase Interest

36. aiaioo.comIntention Analysis
Intention Analysis – Purchase Intention
Text Analytics Steps

37. aiaioo.comIntention Analysis
Intention Analysis – Sell Intention

38. aiaioo.comCategories of Intentions
Intention Analysis – Categories of Intention
Categories Parent Category Department Urgency Source
Purchase Sales High CRM
Sell Procurement Medium ERP
Inquire Help/Sales High CRM
Direct Operations High CRM
Compare Market Research Low CRM
Suggest Market Research Low Social
Opine Design Low Social
Praise Opine Design Low Social
Criticize Opine Design Low Social
Complain Customer Service High CRM/Social
Accuse Customer Service Critical CRM
Quit Customer Service Critical CRM/Social
Express Call Center Training Low Transcripts
Thank Express Call Center Training Low Transcripts
Apologize Express Call Center Training Medium Transcripts
Empathize Express Call Center Training Medium Transcripts

39. The following give you clues to the level of interest
How do people go about doing B2B marketing?
I am looking for good tools for B2B marketing.
I just read this article about B2B marketing!
Is tool XYZ for B2B marketing better than tool ABC?

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Examples of Leads at the Moment of Purchase
Found using Intention Analysis

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4. Engage
Find ways to establish some kind of interaction typically
using:
a) Safe likes
b) Safe follows
c) Responding to inquiries or concerns

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Safety checks:
a) Ensure that any message that you like is not offensive or
inappropriate.
b) If you’re sharing a message, ensure that the message being
shared is not about or by your competitor.
c) Ensure that you don’t follow somebody who is politico-
religious hazardous material.
Text Analytics Tasks

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How safe can automation-selected
interactions be?
~ 200,000
automation-supported interactions

no complaints

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Ok, Great!
So How Effective Would a Text
Analytics Based Process Be?
Let’s do a comparison with Google!!!

45. selasdia.com
Effectiveness and ROI
If you interact with 100 people
10 of the 100 people might visit
1 of the 10 visitors might follow

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Effectiveness and ROI
The conversion rate is between 5 and
10 for different types of interaction

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Effectiveness and ROI
Over a half-year of operations, we got
about 2000 followers
That means, we got about 10000 to
20,000 visitors

48. selasdia.com
Effectiveness and ROI
How much would Google have
charged to give you 10,000 to 20,000
visitors?

49. aiaioo.comRecap
What I’ve covered in this talk
1. Promoting B2B Products Is All About Targeting
2. We Promote B2B Products Using Pull Methods
3. Text Analytics Can Enable Push Methods
4. Text Analytics Based Push Methods Can Be Effective

50. cohan@aiaioo.comAny Questions?
THE END
1. Promoting B2B Products Is All About Targeting
2. We Promote B2B Products Using Pull Methods
3. Text Analytics Can Enable Push Methods
4. Text Analytics Based Push Methods Can Be Effective
Visit
http://www.selasdia.com
Try it out!