Artificial Intelligence in an ABM World
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The presentation discusses the role of artificial intelligence (AI) in transforming account-based marketing (ABM) strategies. It highlights the current state of AI adoption among B2B marketers, emphasizing its potential to enhance insights and engagement through automated data analysis. Key recommendations include focusing on personalized outreach and leveraging AI for account selection and targeting.
Artificial Intelligence in an ABM World
- 1. ARTIFICIAL INTELLIGENCE IN AN ABM WORLD Nick Ezzo, VP Demand Generation, Host Analytics Aman Naimat, SVP Technology, Demandbase
- 2. TODAY’S PRESENTERS AMAN NAIMAT SVP, Technology Demandbase @Aman_Naimat NICK EZZO VP, Demand Generation Host Analytics @NickAEzzo
- 3. CURRENT STATE OF ABM
- 4. © 2016 DEMANDBASE / SLIDE 4 “ACCOUNT-BASED MARKETING” SEARCH
- 5. © 2016 DEMANDBASE / SLIDE 5 TRADITIONAL B2B MARKETING Attract Engage Convert Measure
- 6. © 2016 DEMANDBASE / SLIDE 6 CURRENT STATE OF ACCOUNT-BASED MARKETING Identify Attract Engage Convert Measure Close
- 7. © 2016 DEMANDBASE / SLIDE 7 CURRENT STATE OF AI
- 8. © 2016 DEMANDBASE / SLIDE 8 BusinessImpact Data Science Complexity THE CURRENT STATE OF AI IN MARKETING
- 9. ARTIFICIAL INTELLIGENCE & B2B MARKETING SURVEY
- 10. © 2016 DEMANDBASE / SLIDE 10 MARKETING EXECUTIVES PREDICT AI WILL REVOLUTIONIZE THEIR INDUSTRY BY 2020* *ASKED AMONG B2B MARKETERS MANAGER LEVEL OR HIGHER AT COMPANIES WITH 250+ EMPLOYEES
- 11. © 2016 DEMANDBASE / SLIDE 11 AI POISED TO REVOLUTIONIZE MARKETING BUT LACKING UNDERSTANDING AND ADOPTION* *ASKED AMONG B2B MARKETERS MANAGER LEVEL OR HIGHER AT COMPANIES WITH 250+ EMPLOYEES
- 12. © 2016 DEMANDBASE / SLIDE 12 *ASKED AMONG B2B MARKETERS MANAGER LEVEL OR HIGHER AT COMPANIES WITH 250+ EMPLOYEES ANTICIPATED BENEFITS FROM USING AI IN MARKETING*
- 13. © 2016 DEMANDBASE / SLIDE 13 OLD WORLD VS AI-BASED ACCOUNT INSIGHTS Data and insights based on manual research =No Scale Automated data on firmographics and marketing activity = No Insight In depth business be- haviors and relationships across companies worldwide = Insights at Scale ARTIFICIAL INTELLIGENCE ACCOUNT INTELLIGENCE
- 14. © 2016 DEMANDBASE / SLIDE 14 It’s not BUDGET It’s not NURTURING It’s not INTENT UNDERSTANDING WHY BUSINESSES BUY
- 15. © 2016 DEMANDBASE / SLIDE 15 WHY DO BUSINESSES ACTUALLY BUY FROM YOU? Fit Trust Social Proof Common Ecosystem Shared Partners/Suppliers Business Fit Cultural Fit
- 16. © 2016 DEMANDBASE / SLIDE 16 Insights Account Selection Relevant News Business Landscape Recommended Talking Points Prioritized Contacts Customer/Partner Network Entire Business Internet Raw Data Press & News Blogs & Social Forums Web & Ad Traffic Company & Contact Directories IP Address Identification MAPPING AND TRACKING THE B2B UNIVERSE
- 17. SALES DEVELOPMENT REPS THE TIP OF THE SPEAR
- 18. © 2016 DEMANDBASE / SLIDE 18 OLD MODEL NEW MODEL • Focus on Volume • Calls/emails per hour • BANT • All accounts are the same • Go for the close- every time • Focus on Quality • SQLs and Opportunities • Get the Right Person • Go after target accounts • Go for engagement TIP OF THE SPEAR: THE SDR PLAYBOOK
- 19. © 2016 DEMANDBASE / SLIDE 19 RESEARCH & QUALIFY READ PRESS & BLOGS FIND BUYING COMMITTEE GET CONTACT INFO CREATE MESSAGING LEARN ABOUT ACCOUNTS & CONTACTS NEW MODEL CHALLENGE: DATA AND INSIGHTS
- 20. © 2016 DEMANDBASE / SLIDE 20 Artificial Intelligence CONTACT- SPECIFIC MESSAGING BUSINESS LANDSCAPE RELEVANT BUSINESS TOPICS PERSONALIZED NEWS PRIORITIZED ACCOUNTS TO TARGET PRIORITIZED CONTACTS TO REACH WHAT MARKETING NEEDS TO DELIVER
- 21. HOST ANALYTICS AND AI
- 22. 22 WHY AWARENESS IS IMPORTANT § Most are not ready to buy now. § Goal: Staying top-of-mind. § “Within an Arm’s Reach of Desire” Ready to Buy Never Gonna Buy Most interactions take place here.
- 23. 23 Account Selection Maturation Targeted Display Ads Targeted Lead Gen Email Nurture Campaigns Demandbase ABA SDR Team Dimensional Marketing Determine top accounts per month Targeted AWARENESS campaigns Targeted LEAD GEN campaigns Targeted OUTREACH campaigns Resolution or Recycle Spiderbook Infer LinkedIn Demandbase Content Partners Marketo SpiderBytes SwagIQ Spiderbook Infer THE ABM FLOW
- 24. © 2016, Host Analytics, Inc. All rights reserved. BUT WHAT ABOUT ACCOUNT SELECTION?
- 25. 25 HOW (SOME) SALESPEOPLE PICK ACCOUNTS People I sold to in the past. People the last rep sold to. People who pick up the phone. Friends, neighbors… …kid’s friend’s parents.
- 26. 26 Customers Competitors Partners Verticals Employee Count Revenue Geography AI DRIVEN ACCOUNT SELECTION
- 27. © 2016, Host Analytics, Inc. All rights reserved. Target Account Content drips Targeted Ads Swag Event / Webinar invitation Surveys & Intent Phone Website/ Blog THE 360° VIEW OF ABM § Demandbase § Uberflip § Hubspot § Marketo § Marketo § LinkedIn § Google AdWords § Demandbase § SwagIQ (PFL) § Marketo § On24 § Event Partners • SimplyDirect • Typeform • Bombora § SDR Team
- 28. 28 USING AI FOR OUTREACH § Set up rules to gather personalized data § Present data in useful format § Use data in outreach
- 29. 29 Salesforce Marketo Hubspot (Blog) Marketo Demandbase Uberflip Captora Press Page DiscoverOrgZoomInfo InsideView SpiderbookRain King Other BizibleLeanData Google Analytics Reporting/Attribution Scoring/Targeting Content Engagement Automation Database Data Sources InferSpiderbook Demandbase THE MARKETING STACK
- 30. © 2016 DEMANDBASE / SLIDE 30 THE TOP 7 RULES FOR AI + MARKETING 1. Don’t get overwhelmed by buzzwords 2. Focus on enabling processes that matter the most 3. Focus on areas that aren’t working well 4. No data = No AI 5. “Inside Data” and “Outside Data” create magic 6. Don’t rely on ”human” curation to train your machine 7. Build AI that can be humanized
- 31. Q&A
- 32. © 2016 DEMANDBASE｜SLIDE 32 THE ABM EVENT OF THE YEAR! April 5-6, 2017 Pier 27, San Francisco www.marketinginnovationsummit.com Save the date and join us for…
- 33. THANK YOU