© 2018 FORRESTER. REPRODUCTION PROHIBITED. · © 2018 Forrester Research, Inc. Reproduction Prohibited 3 Introducing the new business consumer

© 2018 FORRESTER. REPRODUCTION PROHIBITED.

2 © 2018 FORRESTER. REPRODUCTION PROHIBITED.

AI for Chief Marketing Officers Lori Wizdo VP, Principal Analyst Forrester Research Kevin Li Chief Strategy Officer Idio

3 © 2018 Forrester Research, Inc. Reproduction Prohibited

Introducing the new business consumer.

4 © 2017 FORRESTER. REPRODUCTION PROHIBITED. Source: Forrester/Internet Retailer Q1 2017 Global B2B Buy-Side Online Survey

68% of B2B buyers prefer to research online on their own – up from 53% in 2015.

5 © 2017 FORRESTER. REPRODUCTION PROHIBITED. Source: Forrester/Internet Retailer Q1 2017 US B2B Buyer Channel Preferences Online Survey (N = 229)

62% of B2B buyers say they can now develop selection criteria or finalize a vendor list — based solely on digital content.


60% of B2B buyers prefer not to interact with a sales rep as the primary source of information.

Source: Forrester/Internet Retailer Q1 2017 Global B2B Buy-Side Online Survey


A new strategy is needed to engage the new business consumer.


Marketing carries more of the client engagement burden


It’s the role of marketing to guide the customer through the journey.


How are B2B marketers responding to the new challenge?


Source: Forrester's Q1 2018 International B2B Marketing Benchmark Panel Online Survey

Marketers flocked to content-intensive strategies.

71% believe inbound is critical to their

success



But, it’s hard to get stellar results.

Percent of respondents who expressed satisfaction and success with the various inbound tactics.

43% 34% 31% 39% 21%

Paid Search Organic/SEO Blogging Social Display


Source:TheNewYorker

“You also had a very good feeling about the last one”


Marketers Execute Campaigns in Swim Lanes


Nurturing is not contextual enough.

Have one nurturing path for all leads 19%

Have nurturing paths that vary upon the buyer’s journey. 31%

Have nurturing paths that vary based upon product, solution or role.

40%



And, customers don’t swim that way


A decade after the start of the B2B marketing revenue revolution ….

Only about a 30% lift in revenue performance.

Source: Forrester Data Global Business Technographics ® Marketing Survey, 2017


It’s time for a new approach to the challenge.


Why marketers need AI

Managing the sophistication of today’s cross-channel, personalized customer engagement exceeds human cognitive capacity.


AI Can

›  Digest large data sets

›  Analyze and act quickly

› Adapt to multiple variables


Marketers lead the enterprise in AI interest

Source: AI Must Learn The Basics Before It Can Transform Marketing Forrester report


Defining AI for marketing: productized self-learning

Source: AI Must Learn The Basics Before It Can Transform Marketing Forrester report


Demystify AI-powered marketing technologies

Sense

What sources can the system ingest data and content from and using which technical methods?

How frequently is the database updated with new data?

How does the system link data sources together and construct customer profiles?


Idio uses AI to make sense of your diverse content pool and to profile each client’s content consumption patterns

Interest Profile

Digital Journey

Progressive profiling of each individual with each new click



Think

What AI techniques does the solution employ?

Are models unique to each client?

What key performance indicators (KPIs) are available for users to select as the dependent variable for measurement and optimization?


Idio allows firms to read their client’s mind throughout their digital journey and uncover their priorities



Act

What channels does the product support natively versus through integrations with third parties?

Can scores, data, or other objects be exported from the system?

How does the offering incorporate customer preferences and relevant privacy or opt-out requirements?


Idio enables you to build stronger, more valuable relationships at scale through client-centric experiences

Sample Results

Top 50 US Asset Manager

›  30% increase in content engagement across all digital visitors

›  180% increase in fund page conversions through accelerated journeys

›  Production ready across all 5 persona experiences within 6 weeks


Driving Change.


AI-powered B2B marketing in 2018

Account targeting

CRM Data Provider

Predictive Analytics

Programmatic

Lead Nurturing

Virtual Assistants Chat Bots

Marketing Automation Sales Enablement


Buy into AI for efficiency, and stay for the performance

› Ask the tough questions to understand how a solution works and what outcomes you can expect.

› Test with tightly defined and measurable use cases.

› Prepare for the intense content required for test-and-learn cycles.

› Trust but verify.

› AI adoption is a cross-department effort because it involves data, analytics, and marketing.


AI will manifest in Martech apps, not standalone


Myth versus reality

AI is all about fancy math and algorithms.


Myth versus reality

AI is about the data.


Myth versus reality

AI is about the data.

AI excels at locating relationships and patterns in data:

AI-powered systems rely on a steady supply of accurate, updated, and complete data.


Myth versus reality

AI will put marketers out of a job.


Myth versus reality

AI lets marketers do their real jobs.


Myth versus reality

AI lets marketers do their real jobs.

Return to creative and strategic work: Reduce the strain of repetitive and tactical work,

and increase time spent on higher order work that a machine cannot do.

Think…

… like a disruptor.


How CMOs can drive digital transformation:

Always be asking the tough questions. › What can I automate?

› Why are we this the right way?

› Are we doing the right things?


How CMOs can drive digital transformation:

Always be piloting. › Devote 10-25% of marketing budget to innovation

Let people play.

› Don’t load people to 115%

Let people fail. › Fast Failure > Slow Success


Update your marketing toolkit


“The future is already here. it's just not evenly distributed.” William Gibson

FORRESTER.COM

Thank you © 2018 FORRESTER. REPRODUCTION PROHIBITED.

Lori Wizdo VP & Principal Analyst @loriwizdo lwizdo@forrester

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© 2018 FORRESTER. REPRODUCTION PROHIBITED. · © 2018 Forrester Research, Inc. Reproduction Prohibited 3 Introducing the new business consumer