Plays for Revenue Success

PLAYS FOR REVENUE SUCCESS IN

AN AI WORLD

Presenters

Nipul Chokshi

VP Product Marketing

@nipulc

Matt Senatore

ABM Service Director

@MattSenatore

Malachi Threadgill

Director of Demand Gen

@malachiii

The SiriusDecisions Demand SpectrumVarying ways b-to-b organizations create demand

SiriusPerspective:

4 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum

Defined Demand

Focused Demand

Named /

Industry Account

ABM

Different Ways To Create Demand in B-to-BMarketing, sales and other business leaders must work together to determine which

demand creation approach they might want – and are ready – to pursue.

Demand Approach

High

Low

Large

Account

ABM

• S/M commitment to partnership

• Org commitment to insights

• Dedicated marketers

• Measurement change

• S/M commitment to collaboration

• Account Clustering

• Trigger-based programs

• Segmentation / Relative Targeting

• Audience-based programs

• Newsworthy content

Success Requirements

SiriusPerspective:


ABM Requires a Different Way ForwardWhat differentiates account-based marketing from broader-based efforts, revolves

around insights, the level of personalization and the degree of alignment with sales.

Dedicated

Resources

Pipeline

Contribution

Primary

Marketing

Investment

Insights Collaboration Customization Program Tactic Examples

Large Account

ABM

Sales – high

Mktg - high

Sales - >

90%

Mktg - < 10%

Sales

Enablement Contact Partnership Custom

Custom events

Top-to-Tops

3-D mailers

Named /

Industry

Account ABM

Sales – high

Mktg - med

Sales - >

75%

Mktg - < 25%

Demand

Creation

Persona /

ContactCollaboration

Account /

Persona

Industry / Regional events

Web personalization

Retargeting

Focused

DemandSales – med

Mktg - low

Sales - >

60%

Mktg - < 40%

Demand

Creation

Persona Coordination Persona

Display advertising

Paid search

Webinars

Tradeshow sponsorships

Defined

Demand

Sales – low

Mktg - low

Sales - <

25%

Mktg - >75%

Reputation NA Informed None

Broad Advertising

PR

Content Syndication


What Do All Demand Creation Efforts Have in Common?

Measure effectiveness

and progression to

determine success

The SiriusDecisions Demand Unit WaterfallManaging and measuring demand performance

SiriusPerspective:


Market

Market: Multiple company entities

cluster around a common market

segment attribute such as industry,

geography or enterprise size

What Do We Mean by “Buyer” in B-to-B?While we often use the term “account” in b-to-b, an account is often not the true target

that product, marketing and sales have in mind when they think about the buyer.

Account Account: The buying entity – where

the contractual relationship exists

Buying CenterBuying Center: A function or

department that the buyer persona is

associated withBuying Group

Buying Group: A collection of

personas involved in the process to

buy an offering

B-to-B Buyer Audience Echelons

Persona/

Contact

Persona: An individual characterized

by job role


In current lead management systems, your prospect pool looks like this…

These are “Leads”


And that obscures the reality, which looks like this…

Many individuals are already working as buying groups.

But Here’s the Reality…

SiriusPerspective:


The SiriusDecisions Demand Unit Waterfall™The Demand Unit Waterfall tracks the progression of demand units from potential,

identified in the target market, through to closed/won deals.

Closed

SQLPipeline

SGLTQLTGLQualified Demand

AQLPrioritized Demand

Target Demand

INQsEngaged Demand

Active Demand

We Target

We Suspect

We Connect

We Evaluate

We Know

We Expect

We Win!

SiriusPerspective:


Waterfall Stages Aligned to Primary OwnerWhile marketing, tele and sales all work to drive demand and close opportunities, there

are multiple potential process paths through the waterfall depending on demand approach.

Closed

Pipeline

Qualified Demand

Prioritized Demand

Target Demand

Engaged Demand

Active Demand

Marketing Tele Sales Channel

SiriusPerspective:


Marketing-Driven Waterfall (Focused Demand)While marketing, tele and sales all work to drive demand and close

opportunities, there are multiple potential waterfall paths depending upon demand approach.

Closed

Pipeline

Qualified Demand

Prioritized Demand

Target Demand

Engaged Demand

Active Demand


SL

ASL

A

SiriusPerspective:


Sales-Driven Waterfall (ABM Top Tier 1-to-1)While marketing, tele and sales all work to drive demand and close

opportunities, there are multiple potential waterfall paths depending upon demand approach.

Closed

Pipeline

Qualified Demand

Prioritized Demand

Target Demand

Engaged Demand

Active Demand


SiriusPerspective:


“What is the

percentage

difference in closed

deals from qualified

opportunities for

ABM accounts

versus non-ABM

accounts”

ABM Increases Closed Deal Percentage89 percent of respondents stated that ABM improves closed deals. Nearly one in four

had better than a 50 percent conversion increase when deploying ABM.

1-

10%

24%

13%

11-

20%

21-

30%

7%

>

50%

18%

41-

50%

20%

31-

40%

7%

Source: SiriusDecisions 2017 ABM Command Center

Lower

4%

7%

No

change

SiriusPerspective:


ABM Increases Average Deal SizesRespondents state that average deal sizes are higher for ABM accounts; more than

one in four (27 percent) have a greater than 50 percent increase in average deal size.

“What is the

percentage uplift in

average deal size for

ABM accounts versus

non-ABM accounts”

Source: SiriusDecisions 2017 ABM Command Center

91%“Average deal size is

LARGER for ABM

accounts versus non-

ABM accounts”

More data is available now than ever about your buyers

Firmographics Web ClicksSearch and IntentBusiness Change

and Growth

Social ActivityTech Footprint

Outside your company

Inside your company

Product

UsageTraining Support

Marketing

ResponseTransactions CRM

Key Challenge: Making data usable and available in real-time

CLEAN AND DE-DUPE AGGREGATE AVAILABLE IN REAL-TIME1 2 3

Lattice enables you to accelerate revenueby providingcomplete knowledge about your customers.

It All Starts with Data

Businesses globally200M+

21,000+ Buying signals per business

Domains tracked100M+

Interactions tracked daily1B+

The Lattice Data Cloud provides the world’s largest source of B2B buying signals.

Data refreshReal-Time

Using AI, Lattice identifies which attributes make up a good target

Lattice makes the analytics and data available in your execution systems

ADS/WEBMARKETING

AUTOMATIONCRM

Examples of AI-Powered Sales and Marketing Plays

LIST ACQUISITION

CAMPAIGN

TARGET ACCOUNT

SELECTION &

PRIORITIZATION

TARGET ACCOUNT

AWARENESS CAMPAIGN

INTENT-TRIGGERED DIRECT MAIL OR

AD CAMPAIGN

COMPLEMENTARY

PLATFORM

ENGAGEMENT

CAMPAIGN

COMPETITIVE SOLUTION

ENGAGEMENT

CAMPAIGN

ACCOUNT ENGAGEMENT

SALES TRIGGERS

SCORE-BASED MQL IDENTIFICATION SALES CALL PRIORITIZATION

INTENT-BASED MQL ACCELERATOR

CAMPAIGN

CROSS-SELL/ UP-SELL WINBACKS RETENTION

Fortune 500 Companies Are Achieving Success with Lattice

Fortune #466

Fortune #14 Fortune #41Fortune #26

Fortune #203

Fortune #125

Fortune #303

Fortune #465 Fortune #527

Fortune #243

Fortune #579

Fortune #47

Fortune #144

Fortune #443

Fortune #264

Fortune #73

Fortune #199

Fortune #140

Fortune #12

Fortune #124

Fortune #336

Fortune #61

Fortune #154

Fortune #223

200+ DEPLOYMENTS GLOBALLY

High Growth Brands are Achieving Success with Lattice

200+ DEPLOYMENTS GLOBALLY

W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved.


Global Software Defined Platform


Our Advantage: Superior Customer Experience


Traditionally, our business was driven

by Channel Sales…

…the direct channel presented a

great growth opportunity


We Executed on a Direct Channel Strategy

• Lead Development Reps

• Inside Sales

• Outbound team

• Email marketing

• Events

• Cold-calls

• Pardot

• Salesforce

TEAM TACTICS TECH


We thought it was

working well…

25,000+

Leads

Created


The Not-so-good

• Low Quality

• Not ready to buy

• Not the right fit

Unfortunately, the

leads were…


We had to make a change

Was ABM the key?


Transition to ABM Uncovered

Weaknesses in our Approach

We thought

o we knew who our ideal customers were

o we knew who our decision makers were

o it would be easy

We realized that we had made a lot of

assumptions

We had to get this right


Predictive (Artificial) Intelligence was Critical for ABM

We Needed

o The Right Companies

o Segmentation

o Scoring / Rating

o Enrichment


Our Predictive Vendor

Selection Process

Take 1

o Shortlisted 4 vendors

o Selected 1 Vendor

o 6 Months of Rollout

o Vendor didn’t live up to our expectations

Take 2

o Redefined Goals / Expectations

o Shortlisted 3 Vendors

o Key criteria: proof of data quality and insights

o Selected Lattice Engines


Why

we

selected

Quality DataFirmographics, tech, intent, international coverage

Superior Predictive ModelsMore confidence in their algorithm

Actionable InsightsIntegrated into CRM, Affirmational, Not a black box

FlexibilityUnlimited models, augmentation, Salesforce integration

Implementation & SupportBrought understanding and know-how


Predictive Drove Growth in Several Ways

1. Identified target accounts using data

2. Orchestrated outbound activities across Sales and Marketing

3. External data signals enabled hyper-targeted messaging

1

2

3


Identified Target Accounts using Data

• Created different predictive model for each product

• Identified ideal attributes for our target accounts

• Enabled data-driven conversations around what types of accounts to pursue

1


Orchestrated Outbound Activities across Sales and

Marketing

Lattice

identified

targets

Show

display ads

to high fit/

intent

accounts

Send Email

(touch 1)

SDR Call

(touch 2)

Send Email

(touch 3)

Direct Mail

(touch 4)

Ask for

meeting

(touch 5)

Example ABM campaign flow

2


• Account scores determined which accounts we’d pursue and what

tactics we’d use

Orchestrated Outbound Activities across Sales and

Marketing

2


External Data Signals Enabled

Hyper-targeted Messaging

Technology data enabled us to identify best fit accounts

o Enabled us to bucket companies by innovation investments

o Identified opportunities for competitive take-out

o Uncovered cross-sell/ up-sell potential

Intent data enabled us to assess buyer stage

o We spent more $$$ on high intent accounts (later buyer stage)

o Accelerated SDR outreach for high intent accounts

o Drive sales affirmation

Customized ad, email, sales outreach using this data

o 5x higher CTR on personalized ads

o 25% open rate on custom nurture emails

3

Example attributes for illustration purposes


ABM drove Opportunity Creation and Funnel

Compression in a meaningful way

30% Higher Opportunity MRR

2x Deals Created

10% Sales Cycle Reduction


Lessons Learned

ABM is hard without external data

Messy data is bad

“Show me, don’t tell me” for sales

adoption

Personalized content will require work

but its worth it

Not all predictive vendors are equal

Come hear from Lattice customers live!

Visit us at Booth 12 at SiriusDecisionsTechnology Exchange in AustinCome hear Verizon talk about their success with AI

October 30 –November 1

Unlock Growth in 2018: Learn how Sage Drove Global Success with AI and DataRegister at bit.ly/LatticeAndSage

October 30

Questions

Nipul Chokshi

VP Product Marketing

@nipulc

Matt Senatore

ABM Service Director

@MattSenatore

Malachi Threadgill

Director of Demand Gen

@malachiii