Unleash the Power of ABM: Transform Marketing with Scalable 1-to-1 Digital Experiences
1. Unleash the Power of ABM:
Transform Marketing with Scalable
1-to-1 Digital Experiences
Anish Jariwala, Informatica
Nipul Chokshi, Lattice Engines
2. Buyers Journey for B2B
B2C has been doing this for 10+years
B2C is relatively easy
Typically influencing one person
Ecommerce and product usage data enables deep digital data collection and
deanonymization
Buyers’ Groups
Need to speak to 8-10 people with different needs, perceptions, and roles
Many Business needs
Many different (and potentially) competing business needs or problems to solve
Best results come from knowing what’s relevant to user
Difficult to know without product usage data, deanonymization, and other digital fingerprint
3. B2C Has Been Doing This for Over a
Decade
Banks Retailers Gambling Cell Phone
eCommerce Entertainment
5. The New B2B Buyer’s Journey
The buyer journey is the process people go through
to gain awareness, evaluate, and purchase a product
or service
Traditionally, Marketing was responsible for “finding
leads”
Sales was responsible for “closing leads”
Support was responsible for “onboarding, fixing issues, and
making the customer happy”
Modern Marketing acknowledges that digital
engagements continue throughout the entire lifetime
of the buyer.
In this new paradigm, Marketing is responsible to
deliver relevant engagements that influence the
buyer in all stages. Marketing never ends.
6. B2B Use Cases
• Next Best Action is determined.
• Automatic triggered messages
delivered via outbound (e.g.
email, social, digital ads).
• Same messages delivered via
inbound when user visits (e.g.
corp. website, support portal,
inside product)
Digital Nurture
• Support manager views
recommended Next Best
Action.
• SFDC support tool provides
details on message being
delivered by Marketing
channels
• NBA delivered during Support
interaction (e.g. call, chat,
email) while providing support
activity
Support Call
• Sales manager or BDM
manager views recommended
Next Best Action
• SFDC tool provides details on
message being delivered by
Marketing channels
• NBA delivered during sales
interaction (e.g. call, email) as
part of high-touch account
management
Sales Call
7. Marketing Mix by Routes-to-Market
Mid-market Attended
Mid-market Unattended
Enterprise
High Touch
Premium Touch
Low Touch
Strategic
Low
Touch
No Direct
Touch
Program Alignment
High Touch Strategies
• ABM & Engagement Programs
• Thought Leadership Programs
• Executive Summit
• GSI Co-marketing
High Tech & Touch
• Informatica World, Tours & Summits
• Small Events
• Digital Buyer’s Journey
• GSI Co-marketing
• Ecosystem Road Tours
High Tech
• Small Events and Ecosystem Road Tours
• Digital Buyer’s Journey; Channel Ready Programs
High Tech
• Channel Led Programs
• Digital Buyer’s Journey
Importance
of Digital &
Buyer’s
Journey
Influence
13. Lattice & the Informatica Data Lake
Enhance website traffic and trending analytics
How A/B/C contacts are engaged on the website?
Increase Revenue Cycle Quality and Acceleration
What is the distribution of my A/B/C contacts in my revenue cycle stages?
Optimize brand and demand engagement with high quality contacts
across all channels
How are my A/B/C contacts engaging across web, email, social? Online
and offline?
Broaden Profiling and Segmentation with data enrichment
What install based technologies do my A/B/C contacts have in common?
14. AI-Based Insights Drive Efficiencies
License ($) by A/B/C Q1 Q2 Q3 Q4
Pipeline Created 87% 80% 90% 90%
Revenue Won 94% 86% 98% 98%
Cloud ($) by A/B/C Q1 Q2 Q3 Q4
Pipeline Created 73% 74% 87% 75%
Revenue Won 91% 85% 83% 83%
15. Lattice Atlas – The Power of AI
Best in breed for predictive
scoring is now the best in
breed for driving the next best
action
Taking our existing foundation
together and expanding the
use cases
Driving next best action
insights at the account and
contact level
17. Prospecting Campaign
Targeted LinkedIn prospecting
campaign
Looking for propensity to buy
Create micro-segments for
specific product lines
Send targeted ads to key
accounts based on fit, intent
and other data indicators
19. Key Considerations
Pilot campaign run with three variations (LinkedIn campaign)
1) Use standard digital process to acquire quality contacts
2) Focus on contacts only showing high-intent for solution
3) Focus on contacts with high-fit AND high-intent
The pilot with best results was when intent data AND fit data
combined
Relevant conversations works in
B2B just as well as it works in B2C.
21. Upcoming Campaigns
Awareness
Integrate micro-segments into ad exchanges
Use AI-based insights to drive website personalization
Engagement
Integrate micro-segments into AI sales assistant
Feed segments into marketing automation for custom nurtures
Conversion
Feed account insights into CRM for sales prep and prioritization
Editor's Notes
Our expanded desire to prospect and grow the Mid-Market will accelerate our need for Digitally-led buyer’s journey.
\
Previous success with other Lattice products
Statistics are the amount of lattice-scored leads scored A/B/C that turned into pipeline, and of that pipeline, how many turned into revenue won
Talk about the power of the AI platform, how it helps with scaling (lattice best in breed for scoring, and this is the platform to drive next best action) opportunity to expand into use cases for this foundation we already have (AI-based scoring engine) and taking to the next level and saying now how do we use this to drive ABM and next best action at account and contact level.
The foundational component of Atlas is the segmentation model. The segmentation and understanding who to talk to and what to say is what Atlas is providing us. Creating micro-segments, and understanding what the message should be to these targeted groups. Predictions - > Personalization.
There was a cost comparison between contacts that were acquired from a normal digital process versus the cost of acquiring a contact/opportunity that was identified/enriched by the Lattice Atlas platform (fit and intent data).
Relevant conversations works in B2B just as well as it works in B2C
Plan to run different kinds of campaigns on the Lattice platform moving forward