#revenuesummit san francisco 2017 - peter isaacson, aman naimat - artificial intelligence in an abm...
TRANSCRIPT
ARTIFICIAL INTELLIGENCE INAN ABM WORLD
Aman NaimatCTO Demandbase
Peter IsaacsonCMO Demandbase
ACHIEVING INTIMACY AT SCALE
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WE’VE REPLACED INTIMACY WITH VOLUME
Digital AdvertisingMillions of impressionsClick Thru Rates
< .15%Marketing AutomationHundreds of thousands of emailsClick rates
< 4%
Lead GenHundreds of thousands of leadsConversion to won business
< .3%
Inbound/Outbound Sales DevThousands of emails/phone callsConversion to won business
< 2%
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AIABM
TECHNOLOGY IS HERE TO HELP (FINALLY)
INTIMACYAT SCALE
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REGAINING INTIMACY
InsightsUnderstanding account and individual intent and behavior
ActionAutomate actions across advertising, website and sales development
DataTerabytes of first, second and third party data
Form a complete picture of the account and buyers
ARTIFICIALINTELLIGENCE
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COMBINING DIFFERENT PERSPECTIVES
Raw Data
AccountIdentity
B2B PublisherViews
Business Internet
Site Visits
MAS/CRMData
4B IP ADDRESSES MAPPED
250M B2B PERSONAS
600B B2B WEB INTERACTIONS350TB OF RELATIONSHIPS
36B B2B SITE VISITS
INTERNAL DATA
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AI DRIVEN ACTIONS
Hyper-targeted Ads byAccount & Persona
Website ContentPersonalization
Buyer JourneyOptimization
Account Based Sales Development
AccountIdentification
Insights
Action
Data ARTIFICIAL
INTELLIGENCE
EXAMPLE: OPTIMIZING THE BUYERS JOURNEY
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THE ACTUAL BUYERS JOURNEY
Customer List
ROI Paper
Blog
Forbes Article
Case Studies
Leadership
Homepage
Industry
Product A
Product B
Product CDemo form Sales
Time: 12-18 Months
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OPTIMIZED BUYERS JOURNEY
Customer List
ROI Paper
Blog
Forbes Article
Leadership
CUSTOMIZED HOME PAGE
Industry
Product A
Product B
Product C
Auto-fill Demo Request
Time: 3 Weeks | Conversion: 10%
Hi Sharon, See our image store in action
VP of IT, ShutterflyData Centers, Big Data, Image Data, Videos, Horses
Salesad
EXAMPLE: ACCOUNT BASED SALES DEVELOPMENT
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THE SDR PLAYBOOK
NEW MODEL
Focus on Quality
SQLs and Opportunities
Get the Right Person
Go after target accounts
Go for engagement
OLD MODEL
Focus on Volume
Calls/emails per hour
BANT
All accounts are the same
Go for the close - every time
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NEW MODEL CHALLENGE: DATA TO INSIGHTS TO ACTION
RESEARCH & QUALIFY
READ PRESS& BLOGS
FIND BUYINGCOMMITTEE
GET CONTACTINFO
CREATEMESSAGING
LEARN ABOUT ACCOUNTS& CONTACTS
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TIP OF THE SPEAR: YOUR AVERAGE SDR
1. YOUNG
2. INEXPERIENCED
3. MERCENARY
4. HUNGOVER
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WHAT MARKETING NEEDS TO DELIVER
RELEVANT BUSINESS TOPICS
PERSONALIZED NEWS
CONTACT-SPECIFIC
MESSAGING
BUSINESS LANDSCAPE
PRIORITIZED ACCOUNTS TO TARGET
PRIORITIZED CONTACTS TO
REACH
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WHAT MARKETING NEEDS TO DELIVER
Turn data into insights into action for the
SDRs
RELEVANT BUSINESS TOPICS
PERSONALIZED NEWS
CONTACT-SPECIFIC
MESSAGING
BUSINESS LANDSCAPE
PRIORITIZED ACCOUNTS TO TARGET
PRIORITIZED CONTACTS TO
REACH