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Putting ABM into Action: Learn How Top Enterprises Increased

Conversion Rates At Key Funnel Stages

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#LLS16 Demand Gen Report: @DG_Report

Andrew Gaffney: @agaffney

Lattice Engines: @Lattice_Engines

Nipul Chokshi: @nipulc

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From TOFU to MOFU to BOFU to Close

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Panelists MODERATOR:

Andrew Gaffney Editorial Director Demand Gen Report

Nipul Chokshi

Head of Product Marketing Lattice Engines @nipulc

Predictive Account-Based

Marketing in Action Nipul Chokshi, Product Marketing

@nipulc

“Two Great Tastes

that

Taste Great Together”

Predictive Analytics + Account-Based Marketing

3x Higher Win Rates

35% Higher Deal Size

20% Higher Deal Velocity

10x Higher Sales

15% Higher Quota Attainment

20% Higher Customer Retention

Examples of Lattice Customers

100s of Companies Achieving Success

HOW IS ABM

DIFFERENT?

Account-based marketing (ABM) is the

strategic approach marketers use to

support a defined universe of accounts,

including strategic accounts and named

accounts.

Treating individual accounts as a market in

their own right. A structured approach to

developing and implementing highly

customized marketing campaigns to

markets of one.

Jon Miller, Engagio

Sirius Decisions

ITSMA

Scaling ABM with Predictive Analytics

2

Run hyper-

personalized

campaigns

3

Contextualize

sales

conversations

4

Measure and

manage

performance

1

Identify and

prioritize

targets

Scaling ABM with Predictive Analytics

2

Run hyper-

personalized

campaigns

3

Contextualize

sales

conversations

4

Measure and

manage

performance

1

Identify and

prioritize

targets

Start with your target market assumptions

Typically will be based on: • Industry = High Tech, Distributors, etc. • Employees >500

• Revenue > $150M • Geo = North America, Europe

Predictive Analytics will add external B2B

account attributes

GROWTH

FIRMOGRAPHICS

TECHNOGRAPHICS

BEHAVIOR & INTENT

+

Predictive Analytics will add external B2B

account attributes

The closer the match, the higher the score

With machine learning predictive analytics identifies which

accounts look most like your customers

Treat accounts differently based on priority

Top 50 accounts with

revenue potential > $1M

Top 200 accounts with revenue potential >

$500K

Accounts with revenue potential < $500K

1:1 personalization at the account with

in-depth research and full support of sales and marketing

Personalization at the segment and persona level with marketing (ads, email, web personalization) and SDR support (Tier 1 SLA)

Personalization at the persona level with marketing (web personalization, ads, email) and SDR follow-up (Tier 2

SLA)

A

B

C & D

Example:

30% Greater velocity

We wanted sales to work the most

enterprise-ready accounts. Lattice was

able to surface accounts with high

likelihood of conversion and accelerating

them in the pipeline.”

“ Shantel Shave

Director, Demand Gen

Accelerating the Enterprise Business

ALEXANDRE PAPILLAUD

DIRECTOR, GLOBAL DEMAND

CENTER, INTEL SECURITY

Lattice helps us filter out low probability

leads before they reach sales. I love the

ability to dive deep into the predictors of

what makes a good lead…and our sales

team loves Lattice because they know they

are focused on the best opportunities.

Proprietary & Confidential

“ 20% Lower cost per

opportunity

Scaling ABM with Predictive Analytics

2

Run hyper-

personalized

campaigns

3

Contextualize

sales

conversations

4

Measure and

manage

performance

1

Identify and

prioritize

targets

21

Lattice identifies the attributes that make a lead and

account a good target for you

Marketing Automation

CRM

Ad & Web Platforms

Lattice makes

this data

available in

your execution

systems

Example: Run competitive take-out

campaigns

26% Higher Win Rate

• Ran a series of roadshows to drive pipeline for

their Enterprise business

• Scored their database to identify high fit

accounts who would receive targeted ads

promoting the roadshows

• Identified high fit late stage buyers who would

be invited directly by sales (in addition to

receiving an ad)

• Enriched MAP with lead/account data so they

could deliver hyper-personalized messages

Drive enterprise pipeline with

better roadshows

40%

70% Greater ROI on ad spend

Increase in pipeline

35%

Higher engagement within

target accounts

Orchestrate Multi-channel Outreach to Maximize Conversion

“A” Targets

Targeted Ads Personalized

Email Invites

SDR Calls only for those in

market

“B” and ”C” Targets

Generic Email

Invites

Standard Ad Ad for companies

using Amazon AWS

Ad for companies using Google Cloud

Example: Customer personalized their ads based on developer

platforms they were using (e.g. Amazon AWS, Google Cloud,

etc).

Hyper-personalize Content and Messaging

Standard Ad Ad for companies

using Amazon AWS

Ad for companies using Google Cloud

Example: Customer personalized their ads based on developer

platforms they were using (e.g. Amazon AWS, Google Cloud,

etc).

Hyper-personalize Content and Messaging

Scaling ABM with Predictive Analytics

2

Run hyper-

personalized

campaigns

3

Contextualize

sales

conversations

4

Measure and

manage

performance

1

Identify and

prioritize

targets

Lattice passes the scores and data to CRM for

tailored sales conversations

Lattice

customer since

2010

3x Higher conversions

Personalize Sales Interactions with 360-

degree views of the customer

20% Higher call to win rates

on target account

outbound efforts

VP/GM of Distribution

We understand a good customer when

it sees one, but with a small sales team,

it would be impossible to visit millions of

websites to find the ideal prospects.

With Lattice, we can identify the right

revenue opportunities for new business,

cross-sell and upsell.”

“ Increasing Penetration into SMB

$1B+ Financial

Payments Processor

Scaling ABM with Predictive Analytics

2

Run hyper-

personalized

campaigns

3

Contextualize

sales

conversations

4

Measure and

manage

performance

1

Identify and

prioritize

targets

15% Increase in rep

quota attainment

3x Greater pipeline

generated It’s important to measure the ultimate disposition of the leads so you know your scores are leading

you to favor the right prospects. Once you really know how to identify high quality leads, you can create more targeted messaging and content to attract them.”

David Raab, Raab & Associates

“

Scaling ABM with Predictive Analytics

2

Run hyper-

personalized

campaigns

3

Contextualize

sales

conversations

4

Measure and

manage

performance

1

Identify and

prioritize

targets

Thank You!

Questions?

#LLS16

Q&A / Panelists MODERATOR:

Andrew Gaffney Editorial Director Demand Gen Report

Nipul Chokshi

Head of Product Marketing Lattice Engines @nipulc

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