Like any good revenue team, you’re looking for new ways to accelerate revenue success in 2018. Masergy, a leading networking and security solutions company, achieved their growth targets by aligning sales and marketing on their ABM strategy, and taking a data-driven approach to scaling their ABM program for sustained growth. Masergy first aligned its teams and buying cycle around the SiriusDecisions Demand Unit Waterfall framework. Then the company had their marketing and sales teams implement key ABM plays and strategies to ensure all activities were focused on the right audience and were using the right messaging. Their hard work paid off, as their ABM strategy drove a 20% increase in pipeline within three months! Learn the key steps for implementing AI solutions that drive ABM success and walk away with the key place you can use to achieve quick wins and turbocharge your pipeline.

1. ©2018 Masergy. All rights reserved.
Masergy
Drive Revenue Success with Scalable,
Omni Channel ABM Programs
Malachi Threadgill, Director of Demand Generation, Masergy
Nipul Chokshi, VP Product Marketing, Lattice Engines

2. The Age of ABM is Here
90% 61% 53%
Marketers believe ABM is
critical
Marketers are going beyond
pilots
Marketers have dedicated
budget to ABM

3. But, ABM Success Remains a Challenge
Only 1 in 5 are seeing an increase in
marketing and sales effectiveness from ABM

4. Marketers Struggle to Scale ABM
• Strategic accounts only
• Single product line
• Net new customer acquisition only
• Ads only
• Strategic, Enterprise, Mid-market, etc.
• All product lines
• Net new, cross-sell, up-sell, retention
• Ads, Web, Email, Sales, etc.

5. Disconnected Data Prevents ABM @ Scale
DISPLAY SEARCH WEB SOCIAL EMAIL CONTENT SALES SUCCESS
FIRMOGRAPHICS
COOKIES
DEVICE IDS
SEARCH DATA
COOKIES
FIRMOGRAPHICS
ANON. WEB
LOGS
IP ADDRESSES
SOCIAL IDS
FIRMOGRAPHICS
LEAD DATA
EMAIL ACTIVITIES
CONTENT VIEWS
LEAD DATA
ACCOUNTS
CONTACTS
OPPORTUNITIES
CUSTOMERS
TRANSACTIONS
SUPPORT
USAGE

6. Resulting in Fragmented Experiences
SOCIAL DISPLAY
EMAIL SALES
“Digital Transformation”
“Mobile Security”
“Mobile Devices”
“Remote Workers”

7. The Four Pillars of ABM @ Scale
Unified
Customer
Data
AI-based
Audience
Creation
Omni
Channel
Activation
Governance
and
Compliance

8. ©2018 Masergy. All rights reserved.
Masergy
Drive Revenue Success with Scalable,
Omni Channel ABM Programs

9. ©2018 Masergy. All rights reserved.
Global Software Defined Platform
Hybrid
Networking
Managed
Security
Cloud Communications
Analytics and Service Control

10. ©2018 Masergy. All rights reserved.
▪ Scale: Our customers are Global
▪ Competition: We compete with
Large Enterprise
▪ Reputation: <50% Brand Recognition
▪ Go-To-Market: Predominantly
Channel Focused
Initial Challenge

11. ©2018 Masergy. All rights reserved.
Our Key Differentiator
CUSTOMER RETENTION RATE
99%
74
B2B Tech
Industry Average

12. ©2018 Masergy. All rights reserved.
How Masergy's 74 NPS Ranks In The Industry
Note Sourced from Satmetrix and NPS Benchmarks
Technology B2B
Global Average
Telecom B2B
Global Average
(iPhone)
7467
5453
36
2524
12
||

13. ©2018 Masergy. All rights reserved.
Traditionally, our business was driven
by Channel Sales…
…the direct channel presented a
great growth opportunity

14. ©2018 Masergy. All rights reserved.
We Executed on a Direct Channel Strategy
• Lead Development Reps
• Inside Sales
• Outbound team
• Email marketing
• Events
• Cold-calls
• Automation
• CRM
• Display
TEAM TACTICS TECH

15. ©2018 Masergy. All rights reserved.
We thought it was working well…
25,000+
Leads
Created

16. ©2018 Masergy. All rights reserved.
...It wasn’t
High Volume:
▪ Noise
▪ Wasted Time
▪ Lower Quality
▪ Poor Fit
Result: Extremely Low Conversions

17. ©2018 Masergy. All rights reserved.
Scalable ABM

18. #B2BMX
Scale was Critical for ABM Success
TAM: The Right Companies
Prioritization: Better Segmentation
Methodologies: Scoring, Rating, Enrichment
Operationalization: Augmented Outreach

19. ©2018 Masergy. All rights reserved.
Is the Base
for our ABM
Programs
Quality Data
Firmographics, tech, intent,
international coverage
AI Models + Segmentation
Personalization and outreach
Actionable Insights
Integrated into CRM, affirmational, Not a black box
Scalability
Enriched Data for hyper focused campaigns
Implementation & Support
Brought understanding and know-how

20. ©2018 Masergy. All rights reserved.
1. Identifies target accounts using data
2. Orchestrates outbound activities across Sales and Marketing
3. Continually provides data signals to enable hyper-targeted
messaging
AI-Based Insights Drive ABM at Scale
1
2
3

21. ©2018 Masergy. All rights reserved.
Identifies Target Accounts using Data
• Create custom predictive model for each product
• Identify ideal attributes for our target accounts
• Enable data-driven conversations around what types of accounts to pursue
• Validate or disprove various hypotheses related to assumptions
1

22. ©2018 Masergy. All rights reserved.
• Account scores determine the accounts we pursue and the tactics
we use
Orchestrate Outbound Activities
across Sales and Marketing
2

23. ©2018 Masergy. All rights reserved.
▪ Technology data enables us to identify best fit accounts
o Enable us to bucket companies by innovation investments
o Identify opportunities for competitive take-out
o Uncover cross-sell/ up-sell potential
▪ Intent data enables us to assess buyer stage
o We spend more $$$ on high intent accounts (later buyer stage)
o Accelerate SDR outreach for high intent accounts
o Drive sales affirmation
▪ Customize ad, email, sales outreach using this data
o 5x higher CTR on personalized ads
o 25% open rate on custom nurture emails
External Data Signals Enable
Hyper-targeted Messaging
3
Example attributes for illustration purposes

24. ©2018 Masergy. All rights reserved.
Example 1: Regional Utility
Lattice
Grade
Intent Channel Outreach Velocity Display Goal
B No BDR
Nurture,
No Phone
Slow Utility
Brand
Awareness
Ads link to value content.

25. ©2018 Masergy. All rights reserved.
Example 2: Global Innovator
Lattice
Grade
Intent Channel Outreach Velocity Display Goal
A Yes
BDR +
Enterprise
Cadence +
Phone +
Mailer
High Innovator Opp
Ads link to Testimonials.

26. ©2018 Masergy. All rights reserved.
• Presales
• Sales Engaged
• Opportunity
• Customer Marketing
Buyers
Lifecycle
• BDR
• Inside
• Enterprise
• Partner
Sales
Channel
• Above the line (Decision
Maker)
• Below the line (Decision
Influencer)
• Gatekeeper
Buyer
Persona
Hyper-personalized
Campaigns at Scale
•Total Addressable Market
•Propensity to buyMachine
Learning
•Intent Indicators
•Account Grades
•Contact Scoring
Prioritization
•Firmographic
•Demographic
•Global Coverage
Enrichment
• Cadence
• Nurture
• Cold Call
Outbound
• Retargeting
• Content Networks
• Other Display
Inbound
• Events
• Mailers
Offline
Phase 1: Segmentation Phase 2: Allocation Phase 3: Activation

27. ©2018 Masergy. All rights reserved.
Model Refined by:
o New Intent
o New Firmographics
o Positive Events
o Negative Events
Iterative Feedback Loop
1.Segmentation
2.Allocation
3.Activation
4.Penetration

28. ©2018 Masergy. All rights reserved.
Named Account Penetration
~7X Opportunity Creation
50% Higher Opportunity MRR
10% Sales Cycle Reduction
ABM Drives Opportunity Creation and Funnel
Compression in a Meaningful Way
0
10
20
30
40
50
60
70
80
90
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
NonTarget Target Account

29. ©2018 Masergy. All rights reserved.
▪ AI-Driven Partner Segmentation
▪ Expanded Intent + Enrichment
▪ Further Personalization
▪ ATLAS
What’s Next

30. ©2018 Masergy. All rights reserved.
▪ ABM is hard without external data
▪ Messy data is bad
▪ Iterations are critical
▪ “Show me, don’t tell me” for sales
adoption
▪ Not all ABM/AI vendors are equal
Lessons Learned

31. 100+ Companies Capture Opportunity AI and Data
Example Fortune 500 Companies Example High Growth Companies
+2x +3x +35% +20%+85%
Higher Conversion Greater Pipeline Higher Deal Size Revenue per customer Customer Churn

32. Lattice Atlas: Winning ABM @ Scale

33. Learn More
Lattice Booth
Expo Hall, Booth #168
Tues to Thurs
Informatica: Personalizing the Buyers Journey at Scale
Surf B
Today at 3:30PM, Wed at 7:45AM
Lattice Product Demo
Expo Hall Theater
Wed at 4:40PM
ABM Program of the Year feat. Masergy
Reef D
Thurs at 2:10PM