1. Winning the Modern Buyer With
Data and AI
How Akamai Created an AI Foundation for Personalized Buyer Journeys

2. CMOs Are Invested Heavily in Winning the B2B Consumer
Buyer
DISPLAY SEARCH WEB SOCIAL EMAIL CONTENT SALES SUCCESS

3. Disconnected Data Prevents Omni Channel Account-Based
Marketing
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

4. Lattice Atlas:
B2B Customer Data Platform for Omni Channel ABM
Connect Segment Activate
All 1st and 3rd party Data Sources Audiences with AI Growth across All Channels

5. The B2B Customer Data Platform of Choice:
Example Lattice Customers

6. Customer-Centric
Marketing and Sales with
AI and Data

7. Akamai surrounds and extends
your enterprise and cloud solutions
so you can deliver superior digital
experiences that are engaging,
secure, and give your business the
competitive edge.
Own your digital future — with
the power of the Akamai Edge.
7

8. 2016 | 41.0 Tbps
2015 | 33.6 Tbps
2017 | 61.3 Tbps
2018 | 65.3 Tbps
240,000+ servers
3,900+ locations
1,300+ cities
137 countries
7 continents
Unmatched Scale and Quality

9. Trusted by the World’s Leading Brands

10. The customer journey requires content, data and
logic to respond real-time and perpetually
Sales & Marketing must be informed to respond with next best action
?
Identifies web
performance
problem with
heavy images
Searches for image
optimization
solution
Watches an
Image Manager
video on our
site
Researches other image
optimization solutions
Fills out a form
for free image
weight report
Asha asks peers what
they’re using for image
optimization
Asha is served an ad for
our “Web Performance:
Why it Matters” webinar
Asha watches the webinar and
asks a question.
SDR calls with whitepaper related
to Asha’s webinar question
Asha looks at 3 web
performance pages over
15 minutes
Sales calls Asha
Asha compares Akamai to
competitors
Asha starts
a free trial
Asha becomes an Akamai
evangelist and shares experiences
on social platforms
Sales sends Asha
an ROI calculator
Asha signs
contract
We send Asha product adoption
content based on her usage
Trackable behavior initiated by Asha
Un-trackable behavior initiated by Asha
Trackable behavior initiated by Akamai

11. Challenge: Tech Stack Prevented Customer-
Centricity
Disconnected
Data
Silos of insights
Inability to
segment

12. OBJECTIVE:
Customer Centricity
A capabilities ecosystem where all touch
points are connected, building off each
other to create and deliver a real-time,
personalized, relevant experience aligned to
solution, intent, behavior, and journey for
each contact.
Search
Sales Team
Email
Owned Media
Online Ads
Earned MediaDirect Mail
Events
Paid Media
www
Trials Outbound

13. Three Key Capabilities for Customer Centricity
Connected Data Across
All Touchpoints
AI for Segmentation and
Next-Best Actions
Real-time
Omni Channel Activation

14. Why Lattice?
Quality 3rd party profile + intent data, ability to integrate all 1st party data
Superior AI/ propensity modeling
Ability to activate segments across all channels
Security and compliance
Implementation and know-how

15. Connected Data Across All Touchpoints
First Party Data
CRM
Marketing Automation
Web Analytics
Product Usage
+22 Other Internal Systems
Third Party Data
Firmographics
Technologies Used
Offsite Browsing & Search
Online Presence
Company Growth

16. Tech-Based
Campaigns
Cross-Sell + Upsell
High Fit + Intent
Prospecting
Inbound Lead
Prioritization
AI for Segmentation and Next Best Actions
Key Use-Cases

17. Real-time Omni Channel Activation
PERSONALIZED
RELEVANT
CONSISTENT
Search
Sales Team
Email
Owned Media
Online Ads
Earned MediaDirect Mail
Events
Paid Media
www
Trials Outbound

18. Real-time Omni Channel Activation
EXAMPLE: SALES INTERACTIONS
Most Likely to Buy Mobile Performance
Solutions
Industry = Retail
Has Salesforce Commerce, Okta
Has searched for “secure mobile web
access” “mobile retail transactions”
Has not engaged on Akamai.com for past
6 months
Omega Travel Corp.

19. Real-time Omni Channel Activation
EXAMPLE: EMAIL NURTURE
Mary,
As you’re likely aware, retail customers are highly demanding of their mobile experiences – an
you can’t afford to fail to deliver.
Retail businesses like Omega Corp rely on mobile experiences to drive audience engagement,
maximize revenue and improve customer loyalty within their Salesforce storefronts – while
ensuring transaction security and integrity.
Learn how Urban Outfitters leveraged Akamai’s Mobile Performance Solutions in conjunction
their Salesforce storefronts to increase quarterly direct-to-consumer revenue by 35%.
Most Likely to Buy Mobile Performance
Solutions
Industry = Retail
Has Salesforce Commerce, Okta
Has searched for “secure mobile web
access” “mobile retail transactions”
Has not engaged on Akamai.com for past
6 months

20. Real-time Omni Channel Activation
EXAMPLE: ONLINE ADS
Most Likely to Buy Mobile Performance
Solutions
Industry = Retail
Has Salesforce Commerce, Okta
Has searched for “secure mobile web
access” “mobile retail transactions”
Has not engaged on Akamai.com for past
6 months
Improving mobile web performance for Salesforce storefronts. Learn the
latest from Forrester Research. https://bit.ly/N23rE

21. How We Measure Success
Higher Lead to Opp
Conversion Rate
Fewer Leads
Sent to Sales
Time to
Value
Pre-Lattice With Lattice Pre-Lattice With Lattice
4Weeks to go live
6Months to 100% adoption
2%
12.5%
+6x -25%

22. Top 5 Lessons Learned
1. Executive sponsorship, Sales & Marketing Alignment
2. Identify use-cases based on value, prioritize, ensure you have end success
measures in mind
3. Drive Sales adoption
4. Start now, prove success, expand
5. Educate the team on what predictive means, operational nuances,
applications, expected business impact

23. The Corner at JW Marriott (this hotel)
6PM – 8PM, TONIGHT