While surveyed marketers believe AI will be transformative and help drive measurable business outcomes, fewer than 20 percent are actually using AI-powered applications today. All that is about to change and it’ll be easier than you might think.
Join this session to better understand the use of AI in B2B marketing and see real-life examples of how organisations are using AI to improve sales and marketing alignment and boost pipeline generation.
How to Boost B2B Buyer Experiences with Artificial Intelligence
1. HOW TO BOOST B2B BUYER EXPERIENCES
WITH AI
SPONSORED BY DEMANDBASE
2. AGENDA
HUMANIZE B2B INSIGHTS WITH AI REPORT
WHY YOU NEED TO LEVERAGE AI FOR SALES & MARKETING
HOW TO BUILD HUMAN EXPERIENCES WITH AI
BAE CASE STUDY: HOW HIGH PERFORMING TEAMS ARE
ALREADY LEVERAGING AI
39. Wesbite Engagement
Who is on our website?
Personalised Content
Could not prioritise content on our site
No way to scale
Advertising
No retargeting
Sales Enablement
No intelligence to BD’s
ROI Analysis
No way of showing ROI from advertising
Lack of TOF reporting
OLD APPROACH
We’re still in the early days of AI for B2B marketing and sales, and there is a great deal of education that is still needed as how how it can be leveraged for sales and marketing initiatives – so we hope this webinar today helps with that education.
Demandbase carried out an AI survey in April of this year in conjunction with Salesforce Pardot and global research firm, Demand Metric and the findings point to strong interest and high expectations in AI from B2B marketing and sales professionals;
Some of the key findings from the survey indicate 84 percent of study participants are currently planning, evaluating, implementing or using AI, and 84 percent also expect to see value from their implementations in a year or less.
AI is transforming the B2B marketing and sales industries, providing greater insights, personalised campaigns, dynamic experiences and an overall more seamless experience between marketing and sales.
So with that in mind, here’s how we’re going to spend the next 45 minutes…
We are joined by Allison Snow, Senior Analyst at Forrester.
Allison is an accomplished B2B expert, having served in leadership, sales enablement, and revenue marketing roles as a practitioner. Allison thrives on metrics and is captivated by insights-based, data-driven measurement and decision making. She helps Forrester’s B2B-focused business insights pros understand and employ analytical methods that facilitate deep understanding of prospect and customer behavior and preferences.
Our second presenter is Josh Soffe, Global Head of Marketing Technology at BAE.
Josh has a passion for marketing, technology and data intelligence and in driving exciting new technologies in predictive, AI and account based marketing.
In his role at BAE, Josh is responsible for overall marketing operations, technology and data strategy. Managing an international team leading on all aspects of performance marketing, data driven insight and customer journey optimisation.
So how do we help?
We provide technology-based solutions which enable government and commercial customers to find and stop threats, manage risks and regulations and operate securely in the digital world.
We combine the best of machine intelligence with human intelligence
Machine Learning
Advanced Algorithms
Big Data
Domain Experience
Threat Intelligence
Case Management and Response
Exploitation of data is at the core of what Applied Intelligence does and we have built deep data analytics expertise by solving the most complex data challenges for secure government clients for over 40 years
Old Approach
Didn’t know what accounts were visiting
No insight into how to prioritise content to website visitors
No intelligence being passed to BD’s
No Retargeting
Surfacing personalised content wasn’t happening at scale
Opportunity analysis/ROI on retargeting
Good mid-bottom level reporting, but top of funnel reporting has been better with Demandbase
With this new approach of combining AI & ABM, we’re now able to automate actions
It starts with discovering and identifying accounts that are showing buying signals and real intent in our products and services.
We can now optimize the buyers journey by providing the right information at the right time
Deliver a personalised, relevant experience on our website to both known and unknown visitors
Target our decision makers with personalised advertising
And provide our sales teams with the insights and information they need on their target accounts and decision makers so they can close deals faster.
This is a snapshot of our thought leadership campaign for Banking accounts.
The starting point for this was building out our ideal customer profile and then using artificial intelligence through Demandbase to interpret data from a wide range of data sources from around the web to identify companies that meet our buying criteria and are showing the right intent signals.
We get a detailed window into why each account was chosen, including each accounts interaction with our own site as well as the content those accounts are engaging with all over the internet.
This was the first and most fundamental step in our ABM Strategy as we were able to:
Take the guesswork out of building account lists
Identify companies that meet buying criteria and are showing the right intent signals
Rank our target account list for our thought leadership campaign
Segment by Banking & Insurance accounts as these were our 2 key sectors
We were able to identify 213 accounts in the banking sector that were showing intent for Compliance, AML & Risk
And 78 accounts in the insurance sector that were showing intent for Fraud Detection & Analytics
Boost sales and marketing effectiveness throughout the funnel
MEASURE WHAT MATTERS
With this new way of advertising we were able to understand and see the true ROI on our ad spend. We now measure the things that have an actual impact on our pipeline and business by measuring reach, engagement, conversions and opportunities at the account level.
This is an example of one of our ads dashboard for a banking campaign that helps us understand reach, engagement, and the movement through the funnel -- at the account level.
The dashboard puts not cost-per-click or cost-per-lead front and center, but instead cost-per-engaged-account.We have adopted this new metric, which is the best known short-term proxy for downstream deal activity and focuses on not the actions of an individual but those of a buying committee – to assess the effectiveness of their budgets.
We also connected this to our Salesforce instance to get even more insight into advertising’s role in nurturing accounts all the way through to opportunities and closed deals.
The results show that it’s worth it:
Personalised advertising commands more attention and drives more qualified traffic to our website.
We’re seeing increased engagement using account-targeted advertising
One of the main areas we decided to focus on is leveraging high quality content. But you don’t have to have a ton of content to be effective. You can leverage individual content pieces, but personalise it to different audiences. For example:
On the left prior to using Demandbase, everyone visiting this page would receive the same message and content.
But with Demandbase, we are able to personalise the experience by offering the same white paper but with imagery and content personalised to specific verticals or a specific message.
We have leveraged AI and machine learning through the Demandbase platform to automatically recommend the right content and high value pages to each visitor on our website.
Instead of trying to guess what the best content is to present, the AI technology learns what content pages to surface. And with all of the pages and content we have produced for our website, it helps each visitor quickly discover content that they will find most relevant.
This leads to increased engagement on our site and insight into our current content and programs.
All campaigns influencing High Value Content Consumption such as “Solutions Pages”
32 Net New accounts.
Strong net new account engagement - 37% increase compared to baseline across FS, D&D, SMB campaigns to assist brand awareness and visibility
ABM is not a campaign. It’s a strategy. Focus on “always-on” approach (not something you turn off) Took organisational buy-in.
Involve sales. Share intent insights with sales reps to assist prospecting.
Do not ignore the buying cycle. Optimise towards top performing accounts in each campaign and move them across the funnel.
Move beyond vanity metrics i.e. CTR, clicks etc and adopt ABM metrics: account engaged, meetings, and in sales cycle