Guillame Cabane - Intent Driven Automation
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The document presents insights on intent-driven automation aimed at enhancing sales processes and conversion rates through personalization and data utilization. It discusses problems caused by poor personalization in marketing and proposes solutions like dynamic website interfaces and automated customer interactions to improve sales velocity. The author emphasizes the importance of capturing and analyzing intent signals to optimize engagement and conversion strategies.
Guillame Cabane - Intent Driven Automation
- 1. I N T E N T D R I V E N A U T O M AT I O N Guillaume “G” Cabane VP OF GROWTH @DRIFT ADVISOR @SEGMENT With great personalization comes great conversion
- 2. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION What I’ve been doing for the last 15 years. Improving funnels to output more revenue Creating an automated process that does at scale what a human was doing
- 3. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION You want to automate sales people, you must hate them! Not true, I love them! I married a saleswoman!
- 4. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION CRACKING THEIR SECRETS Ask the right questions Adapt their pitch to close Gather data Personalize PROBLEM Lack of personalization in marketing drives poor conversion Lack of data = Poor personalization = Poor conversion
- 5. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Sell faster More revenue at less cost Get more leads Charge more Increase conversion rate Lower CAC Automate human processes Sales Velocity
- 6. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION SalesVelocityin$/month Company size 5 50 200 1,000 10,000 4 Metrics of Sales VelocitySales Velocity Concept and Expectation # Number of leads # x $ Average contract value (ACV) $ x % Conversion rate % L Time to conversion L
- 7. SalesVelocityin$/month Company size 5 50 200 1,000 10,000 I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Sales Velocity Concept and Expectation Sales Velocity Cost of sales leadsUnprofitable
- 8. SalesVelocityin$/month Company size 5 50 200 1,000 10,000 I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Sales Velocity Concept and Expectation Sales Velocity Cost of sales leadsProfitable
- 9. SalesVelocityin$/month Company size 5 50 200 1,000 10,000 I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Sales Velocity Concept and Expectation Sales Velocity Cost of sales
- 10. SalesVelocityin$/month Company size 5 50 200 1,000 10,000 I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Sales Velocity Concept and Expectation Sales Velocity Cost of sales leadsProfitable
- 11. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Company size 5 50 200 1,000 10,000 Sales Velocity Concept and Expectation Sales Velocity No Touch Low Touch High Touch Cost of sales
- 12. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Company size 5 50 200 1,000 10,000 Sales Velocity Concept and Expectation Enterprise ABM Self-Service Marketing Automation ABM Wave Data rich, low volume Good marketing and sales Data poor, high volume Bad marketing and sales
- 13. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION “Most marketing tools and strategies we rely on today are suited for a world that no longer exists.” David Cancel, CEO @ Drift
- 14. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Discover Fit & Intent Create Relevant conversations
- 15. Dynamic Website Power Chat Frictionless Signup Personalized Onboarding I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Acquisition Engagement Signup Activate Conversion IP Email
- 16. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Dynamic WebsitePower ChatFrictionless Signup Personalized Onboarding Name Email Role Company name jane.doe@segment.com Jane Doe Growth Specialist Segment
- 17. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Dynamic WebsitePower ChatFrictionless Signup Personalized Onboarding {
- 18. 0% 19% 38% 56% 75% Low Medium Good Very Good I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Low Medium Good Very Good Won Opportunities Dynamic WebsitePower ChatFrictionless Signup Personalized Onboarding MadKudu Customer Fit Percentage of Lead Types 79% of won opportunities 16% of leads make up
- 19. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Dynamic WebsitePower ChatFrictionless Signup Personalized Onboarding MadKudu Customer Fit SalesVelocityin$/month Low Medium Good Very GoodLow Medium Good Very Good Won Opportunities Very Good has 9x SV than Good Sales Velocity by Firmographic Lead Score
- 20. SalesVelocityin$/month Company size 5 50 200 1,000 10,000 I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Sales Velocity Concept and Expectation Sales Velocity Cost of sales
- 21. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION GET IP RETURNS DOMAIN Collection before email capture
- 22. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Dynamic WebsitePower ChatFrictionless Signup Send emailFirmographic ScoreGet IP Address Returns Domain COMPANY OBJECT IF SCORE > 0.9 Hundred of high fit companies per day > 80% open rate > 20% response rate
- 23. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Dynamic WebsitePower ChatFrictionless Signup Personalized Onboarding Display LivechatFirmographic ScoreGet IP Address Returns Domain COMPANY OBJECT IF SCORE > 0.9
- 24. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Dynamic WebsitePower ChatFrictionless Signup Personalized Onboarding We’ve helped companies like Instacart, Crate and Barrel, and IBM to integrate tools like Mixpanel, GA, and GTM. Want to schedule a demo of Segment?
- 25. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Dynamic WebsitePower ChatFrictionless Signup Personalized Onboarding
- 26. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Livechat Results Dynamic WebsitePower ChatFrictionless Signup Personalized Onboarding With dynamic data injection 80% of conversations are with high-value visitors Strong reduction of time-to-demo raises sales velocity 5xCR
- 27. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Change HomePage Firmographic ScoreGet IP Address Returns Domain COMPANY OBJECT Dynamic WebsitePower ChatFrictionless Signup Personalized Onboarding
- 28. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Dynamic WebsitePower ChatFrictionless Signup Personalized Onboarding
- 29. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Dynamic WebsitePower ChatFrictionless Signup Personalized Onboarding Scope of changes Hero message Signup CTA Remove pricing link | customer fit Inject supported technologies Change customer logos | industry based
- 30. Dynamic Website Power Chat Frictionless Signup Personalized Onboarding I N T E N T D R I V E N A U T O M AT I O N Acquisition Engagement Signup Activate Conversion PROBLEM EXAMPLES VISION Where can we go next? IP Email
- 31. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Discovering unexpressed INTENT
- 32. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Email Account, User and Campaign Record VISITED WEBSITE SCORE PROSPECTING COLLECTION ACTION ACTION ENRICHMENT & FIT SCORING
- 33. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Capture IP traffic of visits on G2Crowd pages. Find company.
- 34. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Discover companies surging on specific topics -> What are they reading about? -> re-process all existing customers
- 35. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Mobile App data: extract release schedule time App version 3.7 3.8 3.9 Predict next major release. PM will have pressure to succeed
- 36. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Web technographics: SDK install history - 1 month after competitor install, chance of POC failure -> “how’s the POC going with x?” - 10 month after competitor install, warn them about contract renewal - Multiple competitor install? “Can we be part of your RFP”?
- 37. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Targeted email campaign Display iFrame of delivery address Request: do you see a pool? BOOLEAN VALUE Custom data generation through crowdsourcing
- 38. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Deliver coffeeBot data collection Create order
- 39. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION WEB TECHNOGRAHICS TOPIC SURGING MOBILE TECHNOGRAHICS CUSTOM SITE SCRAPING Email Account, User and Campaign Record SCORE PROSPECTING BUYING INTENT REVIEW SITE
- 40. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION WEB TECHNOGRAHICS TOPIC SURGING MOBILE TECHNOGRAHICS CUSTOM SITE SCRAPING Chat Email Web content Advertising Account, User and Campaign Record Physical goods Output Channels VISITED WEBSITE SCORE PROSPECTING COLLECTION ACTION Intent capture Enrich & Fit scoring
- 41. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION WEB TECHNOGRAHICS TOPIC SURGING MOBILE TECHNOGRAHICS CUSTOM SITE SCRAPING Chat Email Web content Advertising Account, User and Campaign Record Physical goods VISITED WEBSITE SCORE PROSPECTING Where Do We Go?
- 42. AI I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION WEB TECHNOGRAHICS TOPIC SURGING MOBILE TECHNOGRAHICS CUSTOM SITE SCRAPING Chat Email Web content Advertising Account, User and Campaign Record Physical goods Where Do We Go? VISITED WEBSITE SCORE PROSPECTING +
- 43. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION Visited Website Installed Web Tech Reading About “Livechat” Hiring Sales Director TIME Demo Request! The Right Message at the Right Time SCORE: 0.12 ADVERTISING: Install {Tech} & 200+ Tools Intent SCORE: 0.33 EMAIL: Discover the power of great communication Intent SCORE: 0.61 Send branded gift Intent SCORE: 0.88 LIVECHAT: Anything I can help with? Intent
- 44. I N T E N T D R I V E N A U T O M AT I O N Acquisition Engagement Signup Activate Conversion PROBLEM EXAMPLES VISION Intent The goal is to know which company to contact, when, who, and through which channel. Completely automatically. IP Email
- 45. I N T E N T D R I V E N A U T O M AT I O N Guillaume “G” Cabane VP OF GROWTH @DRIFT ADVISOR @SEGMENT Q&A GET THE SLIDES: DRIFT.COM#SAASFEST
- 46. We are hiring. Join us! Together we can reinvent marketing and sales.