Learn how Informatica was able to transform their ABM program with Lattice Atlas, the AI-based platform designed to help scale ABM programs.

1. Unleash the Power of ABM:
Transform Marketing with Scalable
1-to-1 Digital Experiences
Anish Jariwala, Informatica
Nipul Chokshi, Lattice Engines

2. Buyers Journey for B2B
 B2C has been doing this for 10+years
 B2C is relatively easy
 Typically influencing one person
 Ecommerce and product usage data enables deep digital data collection and
deanonymization
 Buyers’ Groups
 Need to speak to 8-10 people with different needs, perceptions, and roles
 Many Business needs
 Many different (and potentially) competing business needs or problems to solve
 Best results come from knowing what’s relevant to user
 Difficult to know without product usage data, deanonymization, and other digital fingerprint

3. B2C Has Been Doing This for Over a
Decade
Banks Retailers Gambling Cell Phone
eCommerce Entertainment

4. The Buyers Journey

5. The New B2B Buyer’s Journey
 The buyer journey is the process people go through
to gain awareness, evaluate, and purchase a product
or service
 Traditionally, Marketing was responsible for “finding
leads”
 Sales was responsible for “closing leads”
 Support was responsible for “onboarding, fixing issues, and
making the customer happy”
 Modern Marketing acknowledges that digital
engagements continue throughout the entire lifetime
of the buyer.
 In this new paradigm, Marketing is responsible to
deliver relevant engagements that influence the
buyer in all stages. Marketing never ends.

6. B2B Use Cases
• Next Best Action is determined.
• Automatic triggered messages
delivered via outbound (e.g.
email, social, digital ads).
• Same messages delivered via
inbound when user visits (e.g.
corp. website, support portal,
inside product)
Digital Nurture
• Support manager views
recommended Next Best
Action.
• SFDC support tool provides
details on message being
delivered by Marketing
channels
• NBA delivered during Support
interaction (e.g. call, chat,
email) while providing support
activity
Support Call
• Sales manager or BDM
manager views recommended
Next Best Action
• SFDC tool provides details on
message being delivered by
Marketing channels
• NBA delivered during sales
interaction (e.g. call, email) as
part of high-touch account
management
Sales Call

7. Marketing Mix by Routes-to-Market
Mid-market Attended
Mid-market Unattended
Enterprise
High Touch
Premium Touch
Low Touch
Strategic
Low
Touch
No Direct
Touch
Program Alignment
High Touch Strategies
• ABM & Engagement Programs
• Thought Leadership Programs
• Executive Summit
• GSI Co-marketing
High Tech & Touch
• Informatica World, Tours & Summits
• Small Events
• Digital Buyer’s Journey
• GSI Co-marketing
• Ecosystem Road Tours
High Tech
• Small Events and Ecosystem Road Tours
• Digital Buyer’s Journey; Channel Ready Programs
High Tech
• Channel Led Programs
• Digital Buyer’s Journey
Importance
of Digital &
Buyer’s
Journey
Influence

8. Scaling ABM Programs

9. Four Steps to ABM at Scale
Unified
Customer Data
AI-Driven
Audiences
Omnichannel
Activation and
Personalization
Enterprise
Grade
Governance
ABM

10. Scaling Your Applications

11. Personalizing the Journey
 Cohesive messaging
 Aligned by product line
 Focus on customer pain points
Right Buyer
Right
Message
Right
Time

12. Best in Breed:
Data Foundations

13. Lattice & the Informatica Data Lake
 Enhance website traffic and trending analytics
 How A/B/C contacts are engaged on the website?
 Increase Revenue Cycle Quality and Acceleration
 What is the distribution of my A/B/C contacts in my revenue cycle stages?
 Optimize brand and demand engagement with high quality contacts
across all channels
 How are my A/B/C contacts engaging across web, email, social? Online
and offline?
 Broaden Profiling and Segmentation with data enrichment
 What install based technologies do my A/B/C contacts have in common?

14. AI-Based Insights Drive Efficiencies
License ($) by A/B/C Q1 Q2 Q3 Q4
Pipeline Created 87% 80% 90% 90%
Revenue Won 94% 86% 98% 98%
Cloud ($) by A/B/C Q1 Q2 Q3 Q4
Pipeline Created 73% 74% 87% 75%
Revenue Won 91% 85% 83% 83%

15. Lattice Atlas – The Power of AI
 Best in breed for predictive
scoring is now the best in
breed for driving the next best
action
 Taking our existing foundation
together and expanding the
use cases
 Driving next best action
insights at the account and
contact level

16. Scalable ABM Campaigns on
the Atlas Platform

17. Prospecting Campaign
 Targeted LinkedIn prospecting
campaign
 Looking for propensity to buy
 Create micro-segments for
specific product lines
 Send targeted ads to key
accounts based on fit, intent
and other data indicators

18. Results
Decrease in Cost-Per-Quality Contact

19. Key Considerations
 Pilot campaign run with three variations (LinkedIn campaign)
 1) Use standard digital process to acquire quality contacts
 2) Focus on contacts only showing high-intent for solution
 3) Focus on contacts with high-fit AND high-intent
 The pilot with best results was when intent data AND fit data
combined
Relevant conversations works in
B2B just as well as it works in B2C.

20. Future ABM Campaigns on
Atlas Platform

21. Upcoming Campaigns
 Awareness
 Integrate micro-segments into ad exchanges
 Use AI-based insights to drive website personalization
 Engagement
 Integrate micro-segments into AI sales assistant
 Feed segments into marketing automation for custom nurtures
 Conversion
 Feed account insights into CRM for sales prep and prioritization