why abm & predictive are b2b marketing's 2017 power couple
TRANSCRIPT
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FeaturedSpeakers
Nipul ChokshiVPofProductMarketing
LatticeEngines
@nipulc
ShantelShaveDirectorofDemandGeneration
Hootsuite
@mendicity
MODERATOR:AndrewGaffneyEditorialDirectorDemandGenReport
Why ABM And Predictive Are B2B Marketing’s 2017 Power Couple
Using Predictive for Account Based Activities
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:WORKCLOSELYWITHSALES
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:WORKCLOSELYWITHSALESGROWTH
FIRMOGRAPHICS
TECHNOGRAPHICS
BEHAVIOR/INTENT
+
Predictive analytics adds external B2B account attributes
Predictive analytics adds external B2B account attributes
The closer the match, the higher the score
Treat accounts differently based on priority
Tier 1: Top 100 accounts
(20 per rep)
Tier 2: ~500
accounts
Tier 3: ~3500
accounts
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)
AB
C & D
Lattice makes
predictive analytics and data
available in your
execution systems
Marketing Automatio
n
CRM
Ad & Web
Platforms
Predictive ABM in Action
Page17 #MKTGNATION
15M+users and growing
175+countries with Hootsuite users
800+of the Fortune 1000
use Hootsuite
About Us
Page19 #MKTGNATION
Alignment Launch
Adoption
Success
Innovation
Our Journey to Predictive Success
Getting Started with Predictive
Uncoverhighvalueprospectsfordifferentiatedprograms
Acceleratethesalesfunnel
Hootsuite’s ABM Segments
Customer accounts
Top 10 named accounts
Industry-targeted accounts
1:1personalizationattheaccountwithin-depthresearchandfullsupportofsalesandmarketing
1:manypersonalizationbyverticalandpersonawithtargeted,multi-channelcampaigns
Accountselection
Personalizedvalueprops
Deeperunderstanding
Choosing the Right Accounts
Usepredictivedatatoinformaccountselection
Collaboratewithyoursalesandproductteamsonthefinalselection
Focus!!
Personalizing Your Value Propositions
Adstargetingexistingcustomers,usingtechnographic accountdataenrichedbyLattice.
Understanding Your Business
Considertestinguniquemodelsacrossthecustomerlifecycle,including:
• Newcustomers• Upsellandcross-sell• Newproducts®ions
Success!
10X 30% 4X
Attributed pipeline between 2nd and
3rd quarters
Increase in TOFU pipeline velocity for predictive accounts
Influenced ROI in first year
Q & A
THANK YOU!
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Q&A/Speakers
Nipul ChokshiVPofProductMarketing
LatticeEngines
@nipulc
ShantelShaveDirectorofDemandGeneration
Hootsuite
@mendicity
MODERATOR:AndrewGaffneyEditorialDirectorDemandGenReport
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