AI Within Reach: Demystifying Artificial Intelligence & Making It Work For You

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Whether we realize it or not, we’ve all been using artificial intelligence (AI) for years to make our daily lives easier (think Siri). But it wasn’t until recently that sales and marketing organizations began realizing the power of AI to drive measurable business outcomes. While surveyed marketers believe AI will be transformative, fewer than 20% are actually using AI-powered applications today. All that is about to change and it’ll be easier than you might think.

Marketing

AI WITHIN REACH:
DEMYSTIFYING ARTIFICIAL INTELLIGENCE
Lisa Ames, VP, Demand Gen
Demandbase
FEBRUARY 20, 2018

© 2018 DEMANDBASE SLIDE 3
SELF-DRIVING CARS

© 2018 DEMANDBASE SLIDE 4
CHATBOTS ON BUSINESS WEBSITES

© 2018 DEMANDBASE SLIDE 5
SALESFORCE EINSTEIN

© 2018 DEMANDBASE SLIDE 6
WHAT DO MARKETERS THINK?

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HIGH INTEREST IN ARTIFICIAL INTELLIGENCE…
Current Awareness of AI-Powered Applications?
5%
33%
Not sure what AI is
Have some knowledge of AI,
but still have a lot of questions
26%
22%
Confident AI can help make my marketing/sales
more powerful, but unsure how/where to invest
Very interested in AI and how vendors are making my
marketing more powerful by enhancing current apps
14%
We are prioritizing using AI-powered applications
as a potential competitive differentiator
Source: Demand Gen Report survey, October 2017

© 2018 DEMANDBASE SLIDE 8
HIGH HOPES FOR AI-POWERED APPLICATIONS
Expected Impact of AI-Powered Apps & Machine Learning?
27%
40%
24%
9%
Transformative
Hugely beneficial
Moderate
4th Qtr
Source: Demand Gen Report survey, October 2017

© 2018 DEMANDBASE SLIDE 9
BUT ADOPTION STILL GROWING
Currently Using AI-Powered Applications?
19%
37%
44%
Currently using
planning to deploy in next 12 months
No plans to use at this point
Source: Demand Gen Report survey, October 2017

© 2018 DEMANDBASE SLIDE 10
AI HELPS US UNCOVER INTENT
Initial
Research
Social
Network
Social
Media
First
Website
Visit
Competitive
Site Visits
Form Fill /
Hand Raise
Buying
Committee
Research
Pipeline
Customer
Advocate
Competitive
Intent
Upsell /
cross-sell
TIME
INTEREST

© 2018 DEMANDBASE SLIDE 11
THREE USE CASES, TOTALLY WITHIN REACH
1
AI-BASED
AUDIENCES
TARGET BETTER
2
AI-BASED
PERSONALIZATION
ENGAGE MORE
3
AI-BASED
SALES OUTREACH
CONVERT FASTER

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AI-BASED AUDIENCES
ACCOUNT PRIORITIZATIONPROFILE CREATION

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AI-BASED AUDIENCES
Over predictive solution
157%
PIPELINE CONVERSION
Over look-alike list
300%

© 2018 DEMANDBASE SLIDE 14
AI-BASED PERSONALIZATION

© 2018 DEMANDBASE SLIDE 17
CUSTOMER RESULTS
499%
Conversions
66%
Exit Rate
212%
Pages/Session

© 2018 DEMANDBASE SLIDE 18
MARKETING AND SALES ROLES ARE CHANGING
OLD MODEL
MQL CLOSE
IDENTIFY
MARKETING SALES
MARKETING
SALES
CLOSE
NEW MODEL
IDENTIFY

#ImpactOfAI
AI-BASED SALES OUTREACH
The insights that Sales wants…
ü Real-time intent
ü Website engagement
ü Account news
ü Contact talking points

© 2018 DEMANDBASE SLIDE 20
THE INSIGHTS SALES WANTS…
Web Engagement Hot Contact + Talking Points
Real Time Intent

© 2018 DEMANDBASE SLIDE 21
DELIVERED WHERE SALES WANTS THEM
ACTIONABLE SALES
INSIGHTS
Slack
All Insights,
Lightning ready
All Insights,
Flexible scheduling
Web Engagement Insights
in real time
Email
Salesforce CRM

© 2018 DEMANDBASE SLIDE 22
DO YOU NEED A DATA SCIENTIST?
DATA SCIENTIST B2B MARKETER

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Access the full event here: https://event.on24.com/wcc/r/1851123/DEA043797F4B69BB82731C9B36A9B172 Everyone talks about the importance of personalizing the customer experience. But what does that really mean? Sure, you can greet people by name in email, but that feature has been around for a decade already. Today’s customer experience is bigger than email, and to your customer, true personalization is about so much more than seeing their name. After this session, you’ll be able to: Identify new ways to personalize across your entire customer experience, including and beyond email Maximize the most valuable customer data that exists in your different tools and systems Strategize and coordinate with your internal teams to deliver more relevant, accurate, and productive customer and lead nurturing

Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1861706/5433650BDB199FF227EC5D4E2F2E72BC "Does the task of identifying what existing content you can use for a new campaign bring on a cold sweat? Can you justify the cost of new content, without knowing exactly what you’ve got on hand? Content audits are the gifts that keep on giving, unwrapping new opportunities as you analyze the results and identify opportunities for targeting existing and new personas; diversifying your formats; and identifying neglected buying stages. The results of a custom audit can go further to give you laser focus on a specific campaign, a trending topic, or a new theme or persona. Presenting the results of a content audit can also help educate stakeholders and gain support for making investments in content marketing best practices. Join Content4Demand and JLL to see how JLL examined its existing content to mine the gems it could use for its upcoming Future of Work (FOW) campaign. Christine Elliott and Dana Harder will walk viewers through JLL’s successful custom content audit and discuss its value, including: The importance of an audit as a foundational element for a cost-effective and best-in-class content strategy The importance of identifying critical audit criteria to align to the desired outcomes Content to be used for upcoming demand generation campaign Providing data and insights on how content aligns to five campaign dimensions, service lines, and other strategic initiatives (like client maturity) How the audit helped align existing content to the five Future of Work campaign dimensions and used scoring to determine depth of relevance How applying additional custom criteria can create audit results that become a strategic weapon in advancing key marketing initiatives JLL was able to instantly see where to allocate budget for new content development to achieve multiple campaign objectives. Ready to uncover the secret treasures in your content library? Register for the webinar and learn to mine your content for a complete campaign.

The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1800767/5BE4BCB5AE64B938308E14343DA3B309 Learn how taking a truly partner-first approach pays off in the channel. Channel marketing and management expert Cameron Avery shows you how to engage and enable partners across their journey with modern digital marketing tactics that put their business in the spotlight. Join us to see how purpose-built tech plus a partner-first approach from start to finish delivers more revenue and ROI for you.

How a Partner-First Approach Drives Revenue & ROI

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1812978/8E56FF06B70D20F23162F0F26D49402F In the digital age, the partner is in the driver's seat as they build the full solutions the customers are expecting. If you are looking to recruit, engage, empower, motivate, manage and support solution provider partners to grow sales, you'll need to adopt a lifecycle approach. Mimicking the customer journey, the partner journey is defined as the complete sum of experiences partners go through when interacting with a vendor. Also like the customer buying-decision, data shows about 60% of a solution provider’s decision on what products to market, sell and support is completed before they engage in a vendor’s enrollment process. Join us to discuss data around the partner journey: Awareness: 70% of partners learn about new technologies via vendor events; Consideration: On average partners consider 2 - 3 vendors against each other; Decision: Technical evaluation is the most important element in their decision to bring on a new vendor; Experience: People affect the experience the most (infrastructure second); and Growth: On average, partners drop 10% of their vendors each year.

Accelerate Your Partners' Digital Transformation With Point-Based Rewards

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5 Stages of the Partner Journey

G3 Communications

Access the full webcast here: https://dg-r.co/2L5QdrM Data fuels every marketer’s strategy, but not all data is created equal. To be successful today, marketers need to be able to effectively analyze, optimize and maintain data accuracy as the first steps to gaining true insight. This is particularly true for account-based programs, where visibility into key decision makers is imperative. As the saying goes, “Garbage in, garbage out.” If the data going into your CRM is incomplete, incorrect or simply not the right data, any programs that rely on that data will deliver disappointing results. During this webinar, David Cowings, Chief Marketing Data Scientist at RingCentral, and Chris Lynde, CEO of SaleScout Data Solutions, will share the steps needed to optimize buyer contact data and sales intelligence, with real-life insights from RingCentral’s demand gen data optimization process.

How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...

G3 Communications

Access the full webcast here: https://dg-r.co/2uiS82A Fluke used AI-based insights to identify the right target accounts and engage them with hyper-personalized nurture and outbound using a combination of Lattice, Conversica and Eloqua – resulting in 48% higher engagement and greater opportunity creation in their target accounts. Join our distinguished speakers to learn how Fluke used AI and data to improve segmentation and engage across different channels with hyper-personalized messaging.

Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...

G3 Communications

Access the full webcast here: https://dg-r.co/2LhxSVI In this session, David Fortino, SVP of Audience and Product at NetLine, will discuss his observations on content consumption and demand based on findings from the company’s 2018 State of B2B Content Consumption and Demand Report. Fortino will dissect some of the stand-out data, such as consumption gap trends with C-level professionals and the significance of appealing to the larger active audience comprised of Individual Contributors. The webcast will also feature Valerie Riley, Director of Marketing for ITProTV, who will share her experience and perspective on the efficacy of content syndication. Specifically, she will discuss: * The challenges she faced to pilot a new, successful lead generation program prior to launching campaigns; and * The winning strategy that led to over 1,500% ROI that can help other B2B marketers discover or expand their lead gen tactics.

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AI Within Reach: Demystifying Artificial Intelligence & Making It Work For You

1. AI WITHIN REACH: DEMYSTIFYING ARTIFICIAL INTELLIGENCE Lisa Ames, VP, Demand Gen Demandbase FEBRUARY 20, 2018

7. © 2018 DEMANDBASE SLIDE 7 HIGH INTEREST IN ARTIFICIAL INTELLIGENCE… Current Awareness of AI-Powered Applications? 5% 33% Not sure what AI is Have some knowledge of AI, but still have a lot of questions 26% 22% Confident AI can help make my marketing/sales more powerful, but unsure how/where to invest Very interested in AI and how vendors are making my marketing more powerful by enhancing current apps 14% We are prioritizing using AI-powered applications as a potential competitive differentiator Source: Demand Gen Report survey, October 2017

8. © 2018 DEMANDBASE SLIDE 8 HIGH HOPES FOR AI-POWERED APPLICATIONS Expected Impact of AI-Powered Apps & Machine Learning? 27% 40% 24% 9% Transformative Hugely beneficial Moderate 4th Qtr Source: Demand Gen Report survey, October 2017

9. © 2018 DEMANDBASE SLIDE 9 BUT ADOPTION STILL GROWING Currently Using AI-Powered Applications? 19% 37% 44% Currently using planning to deploy in next 12 months No plans to use at this point Source: Demand Gen Report survey, October 2017

10. © 2018 DEMANDBASE SLIDE 10 AI HELPS US UNCOVER INTENT Initial Research Social Network Social Media First Website Visit Competitive Site Visits Form Fill / Hand Raise Buying Committee Research Pipeline Customer Advocate Competitive Intent Upsell / cross-sell TIME INTEREST

15. #ImpactOfAI

16. #ImpactOfAI

19. #ImpactOfAI AI-BASED SALES OUTREACH The insights that Sales wants… ü Real-time intent ü Website engagement ü Account news ü Contact talking points

21. © 2018 DEMANDBASE SLIDE 21 DELIVERED WHERE SALES WANTS THEM ACTIONABLE SALES INSIGHTS Slack All Insights, Lightning ready All Insights, Flexible scheduling Web Engagement Insights in real time Email Salesforce CRM

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