CDW saw a 3x increase in response rate, Hootsuite increased Lead to MQL velocity by 30%, and Intel Security sees 30% of its MQLs converting to opportunities! Watch this #LLS16 webinar as Lattice-Engines delves into how: http://dg-r.co/2bntO52

1. #LLS16
Putting ABM into Action:
Learn How Top Enterprises Increased
Conversion Rates At Key Funnel Stages
SPONSORED BY:

2. #LLS16
Follow This Webinar On Twitter
#LLS16
Demand Gen Report: @DG_Report
Andrew Gaffney: @agaffney
Lattice Engines: @Lattice_Engines
Nipul Chokshi: @nipulc

3. #LLS16
From TOFU to MOFU to BOFU to Close
www3.demandgenreport.com/lls16

4. #LLS16
About Demand Gen Report
• Tracking strategies and solutions in lead
generation and marketing technology
since 2007
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original research and live events
• Newsletter reaches 40,000 readers
• Additional resources at:
demandgenreport.com/resources
@DG_Report
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5. #LLS16
Questions, Tweets & Resources
Submit your
questions here
Download
today’s resources
Join the conversation
#LLS16

6. #LLS16
Panelists
MODERATOR:
Andrew Gaffney
Editorial Director
Demand Gen Report
Nipul Chokshi
Head of Product Marketing
Lattice Engines
@nipulc

7. Predictive Account-Based
Marketing in Action
Nipul Chokshi, Product Marketing
@nipulc

8. “Two Great Tastes
that
Taste Great Together”
Predictive Analytics + Account-Based Marketing

9. 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

10. 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

11. Scaling ABM with Predictive Analytics
2
Run hyper-
personalized
campaigns
3
Contextualize
sales
conversations
4
Measure and
manage
performance
1
Identify and
prioritize
targets

12. Scaling ABM with Predictive Analytics
2
Run hyper-
personalized
campaigns
3
Contextualize
sales
conversations
4
Measure and
manage
performance
1
Identify and
prioritize
targets

13. Start with your target market assumptions
Typically will be based on:
• Industry = High Tech, Distributors, etc.
• Employees >500
• Revenue > $150M
• Geo = North America, Europe

14. Predictive Analytics will add external B2B
account attributes
GROWTH
FIRMOGRAPHICS
TECHNOGRAPHICS
BEHAVIOR & INTENT
+

15. Predictive Analytics will add external B2B
account attributes

16. The closer the match, the
higher the score
With machine learning predictive analytics identifies which
accounts look most like your customers

17. 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:

18. 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

19. 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

20. 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

22. Marketing
Automation
CRM
Ad & Web
Platforms
Lattice makes
this data
available in
your execution
systems

23. Example: Run competitive take-out
campaigns
26%Higher Win Rate

24. • 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

25. 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

26. 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

27. 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

28. Scaling ABM with Predictive Analytics
2
Run hyper-
personalized
campaigns
3
Contextualize
sales
conversations
4
Measure and
manage
performance
1
Identify and
prioritize
targets

29. Lattice passes the scores and data to CRM for
tailored sales conversations

30. Lattice
customer since
2010
3xHigher conversions
Personalize Sales Interactions with 360-
degree views of the customer

31. 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

32. Scaling ABM with Predictive Analytics
2
Run hyper-
personalized
campaigns
3
Contextualize
sales
conversations
4
Measure and
manage
performance
1
Identify and
prioritize
targets

33. 15%Increase in rep
quota attainment
3xGreater 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
“

34. Scaling ABM with Predictive Analytics
2
Run hyper-
personalized
campaigns
3
Contextualize
sales
conversations
4
Measure and
manage
performance
1
Identify and
prioritize
targets

35. Thank You!
Questions?

36. #LLS16
Q&A / Panelists
MODERATOR:
Andrew Gaffney
Editorial Director
Demand Gen Report
Nipul Chokshi
Head of Product Marketing
Lattice Engines
@nipulc

37. #LLS16
Thank You For Attending
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