© 2019 eMarketer Inc.

Data-Driven Approaches for

Account-Based Selling

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Nipul Chokshi

Vice President of Marketing

Lattice Engines, a Dun &

Bradstreet Company

Douglas Clark

Global Director of

Public Relations

eMarketer

Sponsored content presented by

MODERATOR

October 23, 2019

Tech-Talk WebinarBegins at 2:00 PM ET

FEATURED PRESENTER

Steve Casey

Principal Analyst

Forrester

GUEST PRESENTER

Data-Driven Approaches to

Account-Based Selling

October 23, 2019

Topics

Mandate for change

Current state and future implications

Solution options

4© 2019 Forrester. Reproduction Prohibited.

B2B buyers act more like consumers

Traditional B2B buyer

Source: “The Birth Of The B2B Consumer” Forrester report.

5

B2B consumers are

beyond empowered.

They’re entitled.

6© 2019 Forrester. Reproduction Prohibited.

Evolution is a

process.

Timing, pace, and nature of change will vary

by market and offering.

7

Digital Purchase

Preference

More than one-third of all technology buyers

today are already “fully formed” B2B

consumers -- using digital channels for initial

purchase.

35%

8

43%

43%

35%

43%

42%

74%

47%

33%

34%

43%

32%

36%

37%

37%

38%

39%

40%

40%

40%

46%

Peers

Vendor Conferences/Events

Technology Information Websites

Tech Analysts

Vendor Sales Phone/Email

Vendor Sales In-Person

Industry Conference/Trade Shows

Search Engines

IT Forums/Message boards

Tech Vendor Websites

Digital Buyers

Traditional Buyers

Top Vehicles Across Discover, Explore & BuyGlobal, Software Tech, Digital vs. Traditional Buyers

Source: Business Technographics Global Priorities and Journey Survey, 2018; N=1400 (Digital), 3021 (Traditional)

9© 2019 Forrester. Reproduction Prohibited.

Hard handoff is dead.

Customer journeys

are non-linear.

10

We need to

coordinate the

customer dance.

11© 2019 Forrester. Reproduction Prohibited.

Data-Driven Businesses Are Winning

Decisions

Source: Forrester Analytics Global Business Technographics® Marketing Survey

of businesses that consider data and

analytics to be a critical priority experienced double-digit growth

of businesses that consider data and

analytics to be a critical priority experienced double-digit growth

48%

22%Data and

analytics

Double-

digit

growth

12© 2019 Forrester. Reproduction Prohibited.

B2B marketers now have a “buy” optionInternally Developed Embedded CDPs Standalone CDPs

Advantages

• Unlimited scope

• Aligned to current business

requirements

• Process control

• Extension of existing

systems and workflows

• Native integration with key

systems of engagement

• Channel agnostic

• Dynamic omnichannel

activation and orchestration

• Single source of truth

Disadvantages

• High cost

• Long time to value

• Maintenance costs

• Non-core business

• Modest disruption to existing

systems and workflows

• Another source of truth

• Most disruptive to existing

workflows and systems

• Not yet “plug and play”

Ideal Buyer Profile

• Enterprise

• Advanced data

management maturity

• Responsive IT and

analytics resources

• Track record of successful

internal development

• SMB to enterprise

• Early to middle-stage data

management maturity

• Already have or considering

solution with embedded

CDP

• Mid-market to enterprise

• Middle to advanced data

management maturity

• Readily available data

integration/ development

resources

13

Toward a Single

Source of Truth

For the martech and salestech ecosystem.

Unified profiles = shared insights.

Marketers Aspire to Engage Across the Entire

Buyer Journey

Business

Need

Search for

Solution

Extended

Learning

Engage

Sales

Product

Purchase

Initial

Learning

Explore

Vendors

Solution Page

Views

Case Study

Page Views

…

Webinar

Attendance

Registration

on Website

Email

Opens

MQL

SQO

Closed Won

Moving to CloudOffice365, Box, AWS,…

Change Network

Boundary

Open Customer

Portal

“Endpoint

Security”

“End User

Security”

“Malware

Detection”

McAfee

Bitdefender

Malwarebytes

1st Party AnonymousIntent Data

1st PartyIntent Data

CRM Data CRM/ERP DataBusiness Events /Lattice “Fit” Data

3rd Party AnonymousIntent Data

3rd Party AnonymousIntent Data

Buyer Journey

Data is…

Everywhere.

Not Accurate.

Hard to Manage.

30%

84%

12%

Marketing Budget Allocated

to Technology

Marketers report high

confidence in data

accuracy

Marketers say data

management is a key

weakness

What’s Needed is a Single Source of Marketing Truth

SEGMENTUSING ARTIFICIAL INTELLIGENCE

ACTIVATEACROSS CHANNELS

CONNECTALL CUSTOMER DATA

Customer Data Platforms Accelerate Digital

Transformations For Leading Companies

1

8

Fortune #579

$10B – Fortune #285

$15B - Fortune #189

$7B - Fortune #389

$11B - Fortune #281

$5B

$12B – Fortune #238

$161B - Fortune #9

$13B

$178B - Fortune #8

$7B - Fortune #424

$10B - Fortune #295 $10B – Fortune #302 $9B – Fortune #325

$13B - Fortune #222

$111B - Fortune #22$126B - Fortune #16

$7B $7B – Fortune #420

$24B - Fortune #122 $21B - Fortune #144$24B - Fortune #121$41B – Fortune #77 $20B Annual Revenue

$79B - Fortune #35 $62B Annual Revenue

$52B - Fortune #58

$6B - Fortune #452 $6B – Fortune #490

$11B

$12B Annual Revenue

3X 35% 3%

Measuring Impact Across their

Funnel

Faster Campaign

Lead Times

Lower Cost per

Qualified Lead

Greater

Engagement

More

PipelineHigher

Deal SizeIncreased Quota

Attainment

80% 2.3X 65%

A customer data platform increased our

agility while improving engagement

with our buyers.

Jonathan Gallagher

Director of Customer Experience

Tibco sought to reduce the complexity

of building segments and campaigns

Tibco segmented audiences using various 1st and 3rd

party data sources

Sales Plays Drive seller outreach with context and

insights

Sales Plays Drive seller outreach with context and

insights

Tibco digital ads provided air cover to sales outreach

Marketing emails supported selling efforts with

consistent and relevant messaging

Tibco achieved significant impact

Accelerate Sales Success with the

Single Source of Market Truth

SEGMENTUSING ARTIFICIAL INTELLIGENCE

ACTIVATEACROSS CHANNELS

CONNECTALL CUSTOMER DATA

© 2019 eMarketer Inc.

Data-Driven Approaches for Account-Based Selling

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Nipul Chokshi

Vice President of Marketing

Lattice Engines, a Dun &

Bradstreet Company

Douglas Clark

Global Director of

Public Relations

eMarketer

Sponsored content presented by

MODERATOR

October 23, 2019

Tech-Talk WebinarBegins at 2:00 PM ET

FEATURED PRESENTER

Steve Casey

Principal Analyst

Forrester

GUEST PRESENTER