Date post: | 15-Feb-2017 |
Category: |
Marketing |
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#LLS16
Putting ABM into Action: Learn How Top Enterprises Increased
Conversion Rates At Key Funnel Stages
SPONSORED BY:
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#LLS16 Demand Gen Report: @DG_Report
Andrew Gaffney: @agaffney
Lattice Engines: @Lattice_Engines
Nipul Chokshi: @nipulc
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From TOFU to MOFU to BOFU to Close
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Panelists MODERATOR:
Andrew Gaffney Editorial Director Demand Gen Report
Nipul Chokshi
Head of Product Marketing Lattice Engines @nipulc
Predictive Account-Based
Marketing in Action Nipul Chokshi, Product Marketing
@nipulc
“Two Great Tastes
that
Taste Great Together”
Predictive Analytics + Account-Based Marketing
3x Higher Win Rates
35% Higher Deal Size
20% Higher Deal Velocity
10x Higher Sales
15% Higher Quota Attainment
20% Higher Customer Retention
Examples of Lattice Customers
100s of Companies Achieving Success
HOW IS ABM
DIFFERENT?
Account-based marketing (ABM) is the
strategic approach marketers use to
support a defined universe of accounts,
including strategic accounts and named
accounts.
Treating individual accounts as a market in
their own right. A structured approach to
developing and implementing highly
customized marketing campaigns to
markets of one.
Jon Miller, Engagio
Sirius Decisions
ITSMA
Scaling ABM with Predictive Analytics
2
Run hyper-
personalized
campaigns
3
Contextualize
sales
conversations
4
Measure and
manage
performance
1
Identify and
prioritize
targets
Scaling ABM with Predictive Analytics
2
Run hyper-
personalized
campaigns
3
Contextualize
sales
conversations
4
Measure and
manage
performance
1
Identify and
prioritize
targets
Start with your target market assumptions
Typically will be based on: • Industry = High Tech, Distributors, etc. • Employees >500
• Revenue > $150M • Geo = North America, Europe
Predictive Analytics will add external B2B
account attributes
GROWTH
FIRMOGRAPHICS
TECHNOGRAPHICS
BEHAVIOR & INTENT
+
Predictive Analytics will add external B2B
account attributes
The closer the match, the higher the score
With machine learning predictive analytics identifies which
accounts look most like your customers
Treat accounts differently based on priority
Top 50 accounts with
revenue potential > $1M
Top 200 accounts with revenue potential >
$500K
Accounts with revenue potential < $500K
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
Example:
30% Greater velocity
We wanted sales to work the most
enterprise-ready accounts. Lattice was
able to surface accounts with high
likelihood of conversion and accelerating
them in the pipeline.”
“ Shantel Shave
Director, Demand Gen
Accelerating the Enterprise Business
ALEXANDRE PAPILLAUD
DIRECTOR, GLOBAL DEMAND
CENTER, INTEL SECURITY
Lattice helps us filter out low probability
leads before they reach sales. I love the
ability to dive deep into the predictors of
what makes a good lead…and our sales
team loves Lattice because they know they
are focused on the best opportunities.
Proprietary & Confidential
“ 20% Lower cost per
opportunity
Scaling ABM with Predictive Analytics
2
Run hyper-
personalized
campaigns
3
Contextualize
sales
conversations
4
Measure and
manage
performance
1
Identify and
prioritize
targets
21
Lattice identifies the attributes that make a lead and
account a good target for you
Marketing Automation
CRM
Ad & Web Platforms
Lattice makes
this data
available in
your execution
systems
Example: Run competitive take-out
campaigns
26% Higher Win Rate
• Ran a series of roadshows to drive pipeline for
their Enterprise business
• Scored their database to identify high fit
accounts who would receive targeted ads
promoting the roadshows
• Identified high fit late stage buyers who would
be invited directly by sales (in addition to
receiving an ad)
• Enriched MAP with lead/account data so they
could deliver hyper-personalized messages
Drive enterprise pipeline with
better roadshows
40%
70% Greater ROI on ad spend
Increase in pipeline
35%
Higher engagement within
target accounts
Orchestrate Multi-channel Outreach to Maximize Conversion
“A” Targets
Targeted Ads Personalized
Email Invites
SDR Calls only for those in
market
“B” and ”C” Targets
Generic Email
Invites
Standard Ad Ad for companies
using Amazon AWS
Ad for companies using Google Cloud
Example: Customer personalized their ads based on developer
platforms they were using (e.g. Amazon AWS, Google Cloud,
etc).
Hyper-personalize Content and Messaging
Standard Ad Ad for companies
using Amazon AWS
Ad for companies using Google Cloud
Example: Customer personalized their ads based on developer
platforms they were using (e.g. Amazon AWS, Google Cloud,
etc).
Hyper-personalize Content and Messaging
Scaling ABM with Predictive Analytics
2
Run hyper-
personalized
campaigns
3
Contextualize
sales
conversations
4
Measure and
manage
performance
1
Identify and
prioritize
targets
Lattice passes the scores and data to CRM for
tailored sales conversations
Lattice
customer since
2010
3x Higher conversions
Personalize Sales Interactions with 360-
degree views of the customer
20% Higher call to win rates
on target account
outbound efforts
VP/GM of Distribution
We understand a good customer when
it sees one, but with a small sales team,
it would be impossible to visit millions of
websites to find the ideal prospects.
With Lattice, we can identify the right
revenue opportunities for new business,
cross-sell and upsell.”
“ Increasing Penetration into SMB
$1B+ Financial
Payments Processor
Scaling ABM with Predictive Analytics
2
Run hyper-
personalized
campaigns
3
Contextualize
sales
conversations
4
Measure and
manage
performance
1
Identify and
prioritize
targets
15% Increase in rep
quota attainment
3x Greater pipeline
generated It’s important to measure the ultimate disposition of the leads so you know your scores are leading
you to favor the right prospects. Once you really know how to identify high quality leads, you can create more targeted messaging and content to attract them.”
David Raab, Raab & Associates
“
Scaling ABM with Predictive Analytics
2
Run hyper-
personalized
campaigns
3
Contextualize
sales
conversations
4
Measure and
manage
performance
1
Identify and
prioritize
targets
Thank You!
Questions?
#LLS16
Q&A / Panelists MODERATOR:
Andrew Gaffney Editorial Director Demand Gen Report
Nipul Chokshi
Head of Product Marketing Lattice Engines @nipulc
#LLS16
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