In this webinar, you’ll learn why it’s important to add predictive analytics to your marketing stack to successfully deploy and scale an ABM campaign. Experts from Lattice and Hootsuite will reveal tips and tricks to: 1. Understand which audiences to target for greater value 2. Know what type of content generates engagement with your target accounts 3. Understand where a predictive deployment can take your teams.

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SPONSORED BY:
Why ABM And Predictive Are B2B
Marketing’s 2017 Power Couple

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#SPS16Demand Gen Report: @DG_Report
Andrew Gaffney: @agaffney
Hootsuite: @hootsuite
Shantel Shave: @mendicity
Lattice Engines: @Lattice_Engines
Nipul Chokshi: @nipulc

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Featured Speakers
Nipul Chokshi
VP of Product
Marketing
Lattice Engines
@nipulc
Shantel Shave
Director of Demand
Generation
Hootsuite
@mendicity
MODERATOR:
Andrew Gaffney
Editorial Director
Demand Gen Report

8. Why ABM And Predictive Are B2B
Marketing’s 2017 Power Couple

9. Using Predictive for
Account Based Activities

10. Start with your target market assumptions
Typically will be based on:
• Industry = High Tech, Distributors,
etc.
• Employees >500
• Revenue > $150M
• Geo = North America, Europe
KEY: WORK CLOSELY WITH SALES

11. Predictive analytics adds external B2B account attributes
Typically will be based on:
• Industry = High Tech, Distributors,
etc.
• Employees >500
• Revenue > $150M
• Geo = North America, Europe
KEY: WORK CLOSELY WITH SALESGROWTH
FIRMOGRAPHICS
TECHNOGRAPHICS
BEHAVIOR/INTENT
+

12. Predictive analytics adds external B2B account attributes

13. Predictive analytics adds external B2B account attributes
The closer the match, the
higher the score

14. Treat accounts differently based on priority
Tier 1: Top 100
accounts
(20 per rep)
Tier 2:
~500
account
s
Tier 3:
~3500
account
s
1:1 personalization at the
account with in-depth
research and full support of
sales and marketing
Personalization at the segment
and persona level with
marketing (ads, email, web
personalization) and SDR support
(Tier 1 SLA)
Personalization at the
persona level with
marketing (web
personalization, ads, email)
and SDR follow-up (Tier 2
SLA)
A
B
C & D

15. Lattice
makes
predictive
analytics
and data
available in
your
execution
systems
Marketing
Automatio
n
CR
M
Ad &
Web
Platforms

16. Predictive ABM in Action

17. Page 17 #MKTGNATION

18. 15M+
users and growing
175+
countries with
Hootsuite users
800+
of the Fortune 1000
use Hootsuite
About Us

19. Page 19 #MKTGNATION
Alignment Launch
Adoption
Success
Innovation
Our Journey to
Predictive Success
Getting Started with Predictive
Uncover high value prospects
for differentiated programs
Accelerate the sales funnel

20. Hootsuite’s ABM Segments
Customer
accounts
Top 10 named
accounts
Industry-targeted accounts
1:1 personalization at the
account with in-depth research
and full support of sales and
marketing
1:many personalization by
vertical and persona with
targeted, multi-channel
campaigns
Account selection
Personalized value props
Deeper understanding

21. Choosing the Right Accounts
Use predictive data to inform
account selection
Collaborate with your sales
and product teams on the
final selection
Focus!!

22. Personalizing Your Value Propositions
Ads targeting existing customers, using technographic account
data enriched by Lattice.

23. Understanding Your Business
Consider testing unique models across
the customer life cycle, including:
• New customers
• Upsell and cross-sell
• New products & regions

24. Success!
10X 30% 4X
Attributed pipeline
between 2nd and
3rd quarters
Increase in TOFU
pipeline velocity for
predictive accounts
Influenced ROI in
first year

25. Q & A

26. THANK YOU!

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How Are We Doing?

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Q&A / Speakers
Nipul Chokshi
VP of Product
Marketing
Lattice Engines
@nipulc
Shantel Shave
Director of Demand
Generation
Hootsuite
@mendicity
MODERATOR:
Andrew Gaffney
Editorial Director
Demand Gen Report

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Thank You For Attending
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