plays for revenue success
TRANSCRIPT
PLAYS FOR REVENUE SUCCESS IN
AN AI WORLD
Presenters
Nipul Chokshi
VP Product Marketing
@nipulc
Matt Senatore
ABM Service Director
@MattSenatore
Malachi Threadgill
Director of Demand Gen
@malachiii
The SiriusDecisions Demand SpectrumVarying ways b-to-b organizations create demand
SiriusPerspective:
4 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum
Defined Demand
Focused Demand
Named /
Industry Account
ABM
Different Ways To Create Demand in B-to-BMarketing, sales and other business leaders must work together to determine which
demand creation approach they might want – and are ready – to pursue.
Demand Approach
High
Low
Large
Account
ABM
• S/M commitment to partnership
• Org commitment to insights
• Dedicated marketers
• Measurement change
• S/M commitment to collaboration
• Account Clustering
• Trigger-based programs
• Segmentation / Relative Targeting
• Audience-based programs
• Newsworthy content
Success Requirements
SiriusPerspective:
5 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum
ABM Requires a Different Way ForwardWhat differentiates account-based marketing from broader-based efforts, revolves
around insights, the level of personalization and the degree of alignment with sales.
Dedicated
Resources
Pipeline
Contribution
Primary
Marketing
Investment
Insights Collaboration Customization Program Tactic Examples
Large Account
ABM
Sales – high
Mktg - high
Sales - >
90%
Mktg - < 10%
Sales
Enablement Contact Partnership Custom
Custom events
Top-to-Tops
3-D mailers
Named /
Industry
Account ABM
Sales – high
Mktg - med
Sales - >
75%
Mktg - < 25%
Demand
Creation
Persona /
ContactCollaboration
Account /
Persona
Industry / Regional events
Web personalization
Retargeting
Focused
DemandSales – med
Mktg - low
Sales - >
60%
Mktg - < 40%
Demand
Creation
Persona Coordination Persona
Display advertising
Paid search
Webinars
Tradeshow sponsorships
Defined
Demand
Sales – low
Mktg - low
Sales - <
25%
Mktg - >75%
Reputation NA Informed None
Broad Advertising
PR
Content Syndication
6 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum
What Do All Demand Creation Efforts Have in Common?
Measure effectiveness
and progression to
determine success
The SiriusDecisions Demand Unit WaterfallManaging and measuring demand performance
SiriusPerspective:
8 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum
Market
Market: Multiple company entities
cluster around a common market
segment attribute such as industry,
geography or enterprise size
What Do We Mean by “Buyer” in B-to-B?While we often use the term “account” in b-to-b, an account is often not the true target
that product, marketing and sales have in mind when they think about the buyer.
Account Account: The buying entity – where
the contractual relationship exists
Buying CenterBuying Center: A function or
department that the buyer persona is
associated withBuying Group
Buying Group: A collection of
personas involved in the process to
buy an offering
B-to-B Buyer Audience Echelons
Persona/
Contact
Persona: An individual characterized
by job role
9 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum
In current lead management systems, your prospect pool looks like this…
These are “Leads”
10 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum
And that obscures the reality, which looks like this…
Many individuals are already working as buying groups.
But Here’s the Reality…
SiriusPerspective:
11 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum
The SiriusDecisions Demand Unit Waterfall™The Demand Unit Waterfall tracks the progression of demand units from potential,
identified in the target market, through to closed/won deals.
Closed
SQLPipeline
SGLTQLTGLQualified Demand
AQLPrioritized Demand
Target Demand
INQsEngaged Demand
Active Demand
We Target
We Suspect
We Connect
We Evaluate
We Know
We Expect
We Win!
SiriusPerspective:
12 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum
Waterfall Stages Aligned to Primary OwnerWhile marketing, tele and sales all work to drive demand and close opportunities, there
are multiple potential process paths through the waterfall depending on demand approach.
Closed
Pipeline
Qualified Demand
Prioritized Demand
Target Demand
Engaged Demand
Active Demand
Marketing Tele Sales Channel
SiriusPerspective:
13 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum
Marketing-Driven Waterfall (Focused Demand)While marketing, tele and sales all work to drive demand and close
opportunities, there are multiple potential waterfall paths depending upon demand approach.
Closed
Pipeline
Qualified Demand
Prioritized Demand
Target Demand
Engaged Demand
Active Demand
Marketing Tele Sales Channel
SL
ASL
A
SiriusPerspective:
14 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum
Sales-Driven Waterfall (ABM Top Tier 1-to-1)While marketing, tele and sales all work to drive demand and close
opportunities, there are multiple potential waterfall paths depending upon demand approach.
Closed
Pipeline
Qualified Demand
Prioritized Demand
Target Demand
Engaged Demand
Active Demand
Marketing Tele Sales Channel
SiriusPerspective:
15 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum
“What is the
percentage
difference in closed
deals from qualified
opportunities for
ABM accounts
versus non-ABM
accounts”
ABM Increases Closed Deal Percentage89 percent of respondents stated that ABM improves closed deals. Nearly one in four
had better than a 50 percent conversion increase when deploying ABM.
1-
10%
24%
13%
11-
20%
21-
30%
7%
>
50%
18%
41-
50%
20%
31-
40%
7%
Source: SiriusDecisions 2017 ABM Command Center
Lower
4%
7%
No
change
SiriusPerspective:
16 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum
ABM Increases Average Deal SizesRespondents state that average deal sizes are higher for ABM accounts; more than
one in four (27 percent) have a greater than 50 percent increase in average deal size.
“What is the
percentage uplift in
average deal size for
ABM accounts versus
non-ABM accounts”
Source: SiriusDecisions 2017 ABM Command Center
91%“Average deal size is
LARGER for ABM
accounts versus non-
ABM accounts”
More data is available now than ever about your buyers
Firmographics Web ClicksSearch and IntentBusiness Change
and Growth
Social ActivityTech Footprint
Outside your company
Inside your company
Product
UsageTraining Support
Marketing
ResponseTransactions CRM
Key Challenge: Making data usable and available in real-time
CLEAN AND DE-DUPE AGGREGATE AVAILABLE IN REAL-TIME1 2 3
Lattice enables you to accelerate revenueby providingcomplete knowledge about your customers.
It All Starts with Data
Businesses globally200M+
21,000+ Buying signals per business
Domains tracked100M+
Interactions tracked daily1B+
The Lattice Data Cloud provides the world’s largest source of B2B buying signals.
Data refreshReal-Time
Using AI, Lattice identifies which attributes make up a good target
Lattice makes the analytics and data available in your execution systems
ADS/WEBMARKETING
AUTOMATIONCRM
Examples of AI-Powered Sales and Marketing Plays
LIST ACQUISITION
CAMPAIGN
TARGET ACCOUNT
SELECTION &
PRIORITIZATION
TARGET ACCOUNT
AWARENESS CAMPAIGN
INTENT-TRIGGERED DIRECT MAIL OR
AD CAMPAIGN
COMPLEMENTARY
PLATFORM
ENGAGEMENT
CAMPAIGN
COMPETITIVE SOLUTION
ENGAGEMENT
CAMPAIGN
ACCOUNT ENGAGEMENT
SALES TRIGGERS
SCORE-BASED MQL IDENTIFICATION SALES CALL PRIORITIZATION
INTENT-BASED MQL ACCELERATOR
CAMPAIGN
CROSS-SELL/ UP-SELL WINBACKS RETENTION
Fortune 500 Companies Are Achieving Success with Lattice
Fortune #466
Fortune #14 Fortune #41Fortune #26
Fortune #203
Fortune #125
Fortune #303
Fortune #465 Fortune #527
Fortune #243
Fortune #579
Fortune #47
Fortune #144
Fortune #443
Fortune #264
Fortune #73
Fortune #199
Fortune #140
Fortune #12
Fortune #124
Fortune #336
Fortune #61
Fortune #154
Fortune #223
200+ DEPLOYMENTS GLOBALLY
High Growth Brands are Achieving Success with Lattice
200+ DEPLOYMENTS GLOBALLY
W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved.
W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved.
Global Software Defined Platform
W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved.
Our Advantage: Superior Customer Experience
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Traditionally, our business was driven
by Channel Sales…
…the direct channel presented a
great growth opportunity
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We Executed on a Direct Channel Strategy
• Lead Development Reps
• Inside Sales
• Outbound team
• Email marketing
• Events
• Cold-calls
• Pardot
• Salesforce
TEAM TACTICS TECH
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We thought it was
working well…
25,000+
Leads
Created
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The Not-so-good
• Low Quality
• Not ready to buy
• Not the right fit
Unfortunately, the
leads were…
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We had to make a change
Was ABM the key?
W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved.
Transition to ABM Uncovered
Weaknesses in our Approach
We thought
o we knew who our ideal customers were
o we knew who our decision makers were
o it would be easy
We realized that we had made a lot of
assumptions
We had to get this right
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Predictive (Artificial) Intelligence was Critical for ABM
We Needed
o The Right Companies
o Segmentation
o Scoring / Rating
o Enrichment
W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved.
Our Predictive Vendor
Selection Process
Take 1
o Shortlisted 4 vendors
o Selected 1 Vendor
o 6 Months of Rollout
o Vendor didn’t live up to our expectations
Take 2
o Redefined Goals / Expectations
o Shortlisted 3 Vendors
o Key criteria: proof of data quality and insights
o Selected Lattice Engines
W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved.
Why
we
selected
Quality DataFirmographics, tech, intent, international coverage
Superior Predictive ModelsMore confidence in their algorithm
Actionable InsightsIntegrated into CRM, Affirmational, Not a black box
FlexibilityUnlimited models, augmentation, Salesforce integration
Implementation & SupportBrought understanding and know-how
W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved.
Predictive Drove Growth in Several Ways
1. Identified target accounts using data
2. Orchestrated outbound activities across Sales and Marketing
3. External data signals enabled hyper-targeted messaging
1
2
3
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Identified Target Accounts using Data
• Created different predictive model for each product
• Identified ideal attributes for our target accounts
• Enabled data-driven conversations around what types of accounts to pursue
1
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Orchestrated Outbound Activities across Sales and
Marketing
Lattice
identified
targets
Show
display ads
to high fit/
intent
accounts
Send Email
(touch 1)
SDR Call
(touch 2)
Send Email
(touch 3)
Direct Mail
(touch 4)
Ask for
meeting
(touch 5)
Example ABM campaign flow
2
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• Account scores determined which accounts we’d pursue and what
tactics we’d use
Orchestrated Outbound Activities across Sales and
Marketing
2
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External Data Signals Enabled
Hyper-targeted Messaging
Technology data enabled us to identify best fit accounts
o Enabled us to bucket companies by innovation investments
o Identified opportunities for competitive take-out
o Uncovered cross-sell/ up-sell potential
Intent data enabled us to assess buyer stage
o We spent more $$$ on high intent accounts (later buyer stage)
o Accelerated SDR outreach for high intent accounts
o Drive sales affirmation
Customized ad, email, sales outreach using this data
o 5x higher CTR on personalized ads
o 25% open rate on custom nurture emails
3
Example attributes for illustration purposes
W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved.
ABM drove Opportunity Creation and Funnel
Compression in a meaningful way
30% Higher Opportunity MRR
2x Deals Created
10% Sales Cycle Reduction
W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved.
Lessons Learned
ABM is hard without external data
Messy data is bad
“Show me, don’t tell me” for sales
adoption
Personalized content will require work
but its worth it
Not all predictive vendors are equal
Come hear from Lattice customers live!
Visit us at Booth 12 at SiriusDecisionsTechnology Exchange in AustinCome hear Verizon talk about their success with AI
October 30 –November 1
Unlock Growth in 2018: Learn how Sage Drove Global Success with AI and DataRegister at bit.ly/LatticeAndSage
October 30
Questions
Nipul Chokshi
VP Product Marketing
@nipulc
Matt Senatore
ABM Service Director
@MattSenatore
Malachi Threadgill
Director of Demand Gen
@malachiii