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Scaling ABM for AI Growth

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Learn how three companies used Lattice's AI-backed platform to successfully scale their ABM programs.

Publié dans : Marketing
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Scaling ABM for AI Growth

  1. 1. Nipul Chokshi VP Marketing @ Lattice @nipulc #ScaleABMwithAI Scaling ABM with AI: Three Real-Life Examples of ABM Success
  2. 2. The Age of ABM is Here 90% 61% 53% Marketers believe ABM is critical Marketers are going beyond pilots Marketers have dedicated budget to ABM #ScaleABMwithAI
  3. 3. But, ABM Success Remains a Challenge Only 1 in 5 are seeing an increase in marketing and sales effectiveness from ABM #ScaleABMwithAI
  4. 4. Marketers Struggle to Scale ABM • Strategic accounts only • Single product line • Net new customer acquisition only • Ads only • All accounts • All product lines • Net new, cross-sell, up-sell, retention • Ads, Web, Email, Sales, etc. #ScaleABMwithAI
  5. 5. Disconnected Data Prevents ABM @ Scale DISPLAY SEARCH WEB SOCIAL EMAIL CONTENT SALES SUCCESS FIRMOGRAPHICS COOKIES DEVICE IDS SEARCH DATA COOKIES FIRMOGRAPHICS ANON. WEB LOGS IP ADDRESSES SOCIAL IDS FIRMOGRAPHICS LEAD DATA EMAIL ACTIVITIES CONTENT VIEWS LEAD DATA ACCOUNTS CONTACTS OPPORTUNITIES CUSTOMERS TRANSACTIONS SUPPORT USAGE #ScaleABMwithAI
  6. 6. Resulting in Fragmented Experiences SOCIAL DISPLAY EMAIL SALES “Digital Transformation” “Mobile Security” “Mobile Devices” “Remote Workers” #ScaleABMwithAI
  7. 7. The Four Pillars of ABM @ Scale Unified Customer Data AI-based Audience Creation Omni Channel Activation Governance and Compliance #ScaleABMwithAI
  8. 8. 100+ Companies Capture Opportunity AI and Data Example Fortune 500 Companies Example High Growth Companies +2x +3x +35% +20%+85% Higher Conversion Greater Pipeline Higher Deal Size Revenue per customer Customer Churn #ScaleABMwithAI
  9. 9. 3Examples of Successful ABM@Scale #ScaleABMwithAI
  10. 10. 3Examples of Successful ABM@Scale #ScaleABMwithAI
  11. 11. For us, its all about engaging in a relevant and consistent way across every channel. Marissa Dacay Director of Enterprise Marketing #ScaleABMwithAI
  12. 12. Adobe’s ABM Journey #ScaleABMwithAI
  13. 13. Step 1: Align around GTM #ScaleABMwithAI
  14. 14. Step 2: Fuel Engagement with AI and Data #ScaleABMwithAI
  15. 15. Step 3: Create integrated sales and marketing relationship #ScaleABMwithAI
  16. 16. Step 4: Measure impact #ScaleABMwithAI
  17. 17. 3Examples of Successful ABM@Scale #ScaleABMwithAI
  18. 18. Creating Personalized Buyer Journeys at Scale #ScaleABMwithAI
  19. 19. Creating Personalized Buyer Journeys at Scale #ScaleABMwithAI
  20. 20. Three Steps to Custom Buyer Journeys #ScaleABMwithAI
  21. 21. Driving more effective campaigns while increasing Marketing ROI #ScaleABMwithAI
  22. 22. Driving more effective campaigns while increasing Marketing ROI #ScaleABMwithAI
  23. 23. 3Examples of Successful ABM@Scale #ScaleABMwithAI
  24. 24. Driving more effective campaigns while increasing Marketing ROI #ScaleABMwithAI
  25. 25. Key Challenge: Grow Direct Channel Business #ScaleABMwithAI
  26. 26. AI and Data Were Critical to their Approach • TAM: The Right Companies • Prioritization: Better Segmentation • Methodologies: Scoring, Rating, Enrichment • Operationalization: Augmented Outreach #ScaleABMwithAI
  27. 27. Step 1: Identify Ideal Targets #ScaleABMwithAI
  28. 28. Step 2: Orchestrate Engagement #ScaleABMwithAI
  29. 29. Step 3: Identify Personas and Key Messages Example: Regional Utility Ads link to value content #ScaleABMwithAI
  30. 30. Step 3: Identify Personas and Key Messages Example: Global Innovator Ads link to testimonials #ScaleABMwithAI
  31. 31. 2018 SiriusDecisions ABM Program of the Year #ScaleABMwithAI
  32. 32. 3Examples of Successful ABM@Scale #ScaleABMwithAI
  33. 33. Thank You! #ScaleABMwithAI http://bit.ly/GetMyBookCopy To Learn More:

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