201503 ieg preso_cohan sujay carlos_aiaioo labs_publish
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Information Excellence 2015 Spring Summit Business Analytics
Cohan Sujay Carlos, Founder CEO, Aiaioo LabsApplications of Text Analytics to B2B Sales and Marketing
aiaioo.comOverview
What I’m going to cover in this talk
1. Promoting B2B Products Versus B2C Products2. How We Promote B2B Products Today3. What Can Happen When You Apply Text Analytics
aiaioo.com
Image from WikipediaImage from Wikipedia
B2C
Advertisement
B2C and B2B Products
Advertisement
B2B
aiaioo.com
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The difference between B2C and B2B marketing
is one of
targeting
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If the product is a B2C product
Customer Customer Customer
Accountant
B2C – A large segment of the world is aProspective Buyer
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If the product is a B2B product
Not a customer Not a customer Customer
Accountant
B2B – People in Specific Roles in Firms areProspective Buyers
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A description of a prospective B2B buyer is calledthe B2B Buyer Persona
Not a customer Not a customer Customer
Accountant
If the product is a B2B product
aiaioo.comPromoting B2B Products
B2B Product Buyer
1. The buyer is a role in a firm2. There is a limited number of buyers3. More targeting needed to reach buyers efficiently
aiaioo.comDigital Marketing
How We Promote B2B Products TodayDigital Marketing1. Search Engine Marketing
2. Social Media Marketing
aiaioo.com
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Content Marketing
Marketing over the web, social media, and email bysharing content that helps customers or prospects:
1. Content creation around keywords2. Content dissemination on digital media3. Lead capture using forms, polls and gated downloads
This is a bit of a superset of SEO (SEO is about making yourwebsite rank high on search engines).
aiaioo.com
Image from Wikipedia
Example of Content MarketingLet’s say I am Tally, and I want to promote tools for financialaccounting to Chartered Accountants.
1. Content creation around keywords that potential customersmight search for: accounting, accounting software, accounting tools,tax preparation, taxation, cost accounting, tax compliance
2. Content dissemination on digital media: Web pages with articles including those keywords
http://tallysolutions.com/5- accounting -tips-for-small-firms.htmlTitle: 5 Amazing Accounting Tips for Small FirmsContent: Has your accounting given you spent sleepless nights
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Where Your Content Marketing Doesn’t Work Great
Your content Your competitor’s content
YouYour competitor
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Where Your Content Marketing Doesn’t Work Great
Your followers Your competitor’s followers
YouYour competitor
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Fast Follower
The originatorf
f
f f
f
f
f
The fast follower
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Disruptor
The originatorf
f
f f
f
f
f
The fast follower
dd
d
The disruptor
aiaioo.com
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Software services firm
Open sourceproject
Services
ss
s
s1s1
s1
s2s2
s2
selasdia.comMK37 Director
Image from Wikipedia
Another Way to Sink a Ship“going out and finding
the customer”
selasdia.com
Another Way to do B2BMarketing (Sink a Ship)
Use Text Analytics To:
1. Identify a Prospect (Spot a Target)2. Find Contact Information (Location)3. Find Out Needs and Interests (Find Heading)4. Interact With Prospect (Fire a Shell)
Our research work over the past 5 years has focused on doing these 4 steps using AI (automatically). Today we’ll talk about some of the results.
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1. Identify a Prospect
Get the identity of prospective buyers from:a) Company websitesb) Social media profilesc) News articles
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Web Information Extraction for List BuildingModern AI tools can search the world wide web
much like a human would.
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Text Analytics StepsTwo Steps:
1. Named Entity Extraction/Classification2. Relationship Extraction
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Step 1: Named Entity Extraction / Classification:
a) … said Janakiram, the CEO of Minewhat, while …b) Attendees included Janakiram, CEO, Minewhat …
Output:
Person: JanakiramCompany: Minewhat
Text Analytics Steps
selasdia.com
Step 2: Relationship Extraction:
a) … said Janakiram, the CEO of Minewhat, while …b) Attendees included Janakiram, CEO, Minewhat …
Output:
CEO_Of {Janakiram, Minewhat}
Text Analytics Steps
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2. Obtain Contact Details
Get the contact details for prospective buyers from:a) Company websitesb) Crunchbasec) Email serversd) Social media
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Record Linkage:
[email protected] Cohan Sujay Carlos@cohansujay Cohan Sujay Carlosfacebook.com/cohan.sujay Cohan Sujay Carlos
Text Analytics Task
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3. Determine HeadingWith a prospect, you want to know shifts in interest:
Strong Purchase Interest
Your productCompetitor
Lack of Purchase Interest
aiaioo.comCategories of Intentions
Intention Analysis – Categories of Intention
Categories Parent Category Department Urgency SourcePurchase Sales High CRM
Sell Procurement Medium ERP
Inquire Help/Sales High CRMDirect Operations High CRMCompare Market Research Low CRMSuggest Market Research Low SocialOpine Design Low SocialPraise Opine Design Low SocialCriticize Opine Design Low SocialComplain Customer Service High CRM/SocialAccuse Customer Service Critical CRMQuit Customer Service Critical CRM/SocialExpress Call Center Training Low TranscriptsThank Express Call Center Training Low TranscriptsApologize Express Call Center Training Medium TranscriptsEmpathize Express Call Center Training Medium Transcripts
The following give you clues to the level of interest
How do people go about doing B2B marketing?
I am looking for good tools for B2B marketing.
I just read this article about B2B marketing!
Is tool XYZ for B2B marketing better than tool ABC?
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4. EngageFind ways to establish some kind of interaction typically using:
a) Safe likesb) Safe followsc) Responding to inquiries or concerns
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Safety checks:
a) Ensure that any message that you like is not offensive or inappropriate.
b) If you’re sharing a message, ensure that the message being shared is not about or by your competitor.
c) Ensure that you don’t follow somebody who is politico-religious hazardous material.
Text Analytics Tasks
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How safe can automation-selectedinteractions be?
~ 200,000automation-supported interactions
no complaints
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Ok, Great!
So How Effective Would a Text Analytics Based Process Be?
Let’s do a comparison with Google!!!
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Effectiveness and ROI
If you interact with 100 people
10 of the 100 people might visit
1 of the 10 visitors might follow
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Effectiveness and ROI
The conversion rate is between 5 and 10 for different types of interaction
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Effectiveness and ROI
Over a half-year of operations, we got about 2000 followers
That means, we got about 10000 to 20,000 visitors
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Effectiveness and ROI
How much would Google have charged to give you 10,000 to 20,000 visitors?
aiaioo.comRecap
What I’ve covered in this talk
1. Promoting B2B Products Is All About Targeting2. We Promote B2B Products Using Pull Methods3. Text Analytics Can Enable Push Methods4. Text Analytics Based Push Methods Can Be Effective
[email protected] Questions?
THE END
1. Promoting B2B Products Is All About Targeting2. We Promote B2B Products Using Pull Methods3. Text Analytics Can Enable Push Methods4. Text Analytics Based Push Methods Can Be Effective
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