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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
- 3. © 2019 DEMANDBASE｜SLIDE 3 Allison Snow Senior Analyst Forrester Josh Soffe Global Head of Marketing Technology BAE TODAY’S PRESENTERS
- 4. © 2019 FORRESTER. REPRODUCTION PROHIBITED. How to Boost B2B Buyer Experiences with Artificial Intelligence Allison Snow, Senior Analyst July 17, 2019
- 5. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. 5© 2019 FORRESTER. REPRODUCTION PROHIBITED.
- 6. 6© 2019 FORRESTER. REPRODUCTION PROHIBITED. Agenda › If Engaging Customers Were Easy, Everyone Would Do It › Leverage AI To Be More Human (And Engaging) › What Some Firms Are Doing Now › What You Should Do Now
- 7. © 2018 Forrester Research, Inc. Reproduction Prohibited If Engaging Customers Was Easy, Everyone Would Do It
- 8. 8© 2018 FORRESTER. REPRODUCTION PROHIBITED.
- 9. 9© 2018 FORRESTER. REPRODUCTION PROHIBITED.
- 10. 10© 2018 FORRESTER. REPRODUCTION PROHIBITED. What’s in the way of that engagement? Disjointed customer data Single-vector person profiles Recognition and relevance
- 11. 11© 2018 FORRESTER. REPRODUCTION PROHIBITED. What does poor engagement look like? › Ultimately, poor conversion rates to desirable outcomes • Retreat from aggressive sales/marketing tactics • Abandoned landing pages • Unopened emails • Unanswered telephone calls • Short time spent on Web pages • Ignored digital ads • Lack of consideration during buy stage • Grabbing a tchotchke from your booth and running away • Churn
- 12. 12© 2018 FORRESTER. REPRODUCTION PROHIBITED. The empowered B2B consumer Source: The Birth Of The B2B Consumer Forrester report
- 13. 13© 2018 FORRESTER. REPRODUCTION PROHIBITED. Empathy is a key driver in appealing to the B2B consumer Source: Empathy: The Hallmark Of The Customer-Obsessed B2B Marketer Forrester report
- 14. 14© 2017 Forrester Research, Inc. Reproduction Prohibited Source: The Humanize B2B Insights With AI Forrester report. Industry Company size Job title Geography Email address Single attribute customer understanding
- 15. 15© 2017 Forrester Research, Inc. Reproduction Prohibited Source: The Humanize B2B Insights With AI Forrester report. B2B consumers’ multi-faceted context Industry Company size Job title Geography Email address Under-recognized influencer of purchase decisions Interested on building professional profile and brand Responsible for specific outcomes that her title doesn’t convey Concerned about your product’s impact on his role
- 16. © 2018 Forrester Research, Inc. Reproduction Prohibited Leverage AI To Be More Human (And Engaging)
- 17. 17© 2018 Forrester Research, Inc. Reproduction Prohibited #AI
- 18. 18© 2018 FORRESTER. REPRODUCTION PROHIBITED. Artificial intelligence (AI) refers to the theory and capabilities that strive to mimic human intelligence through experience and learning.
- 19. 19© 2018 FORRESTER. REPRODUCTION PROHIBITED. AI-powered marketing tech fills many of our gaps Efficiency Smarter decisions Customer journey optimization Speed Continuous performance improvement
- 20. 20© 2018 FORRESTER. REPRODUCTION PROHIBITED. Practical applications and use cases
- 21. 21© 2018 FORRESTER. REPRODUCTION PROHIBITED.
- 22. 22© 2018 FORRESTER. REPRODUCTION PROHIBITED. The Human Factor Empathy, Engagement, and Emotion
- 23. 23© 2018 FORRESTER. REPRODUCTION PROHIBITED. Source: Humanize B2B Insights With AI Forrester report
- 24. © 2018 Forrester Research, Inc. Reproduction Prohibited 24© 2017 Forrester Research, Inc. Reproduction Prohibited Demonstrate empathy to respect context
- 25. © 2018 Forrester Research, Inc. Reproduction Prohibited 25© 2017 Forrester Research, Inc. Reproduction Prohibited Master engagement to elevate conversations
- 26. © 2018 Forrester Research, Inc. Reproduction Prohibited 26© 2017 Forrester Research, Inc. Reproduction Prohibited Appeal to emotion to influence choices
- 27. © 2018 Forrester Research, Inc. Reproduction Prohibited What Some Firms Are Doing Now
- 28. 28© 2018 FORRESTER. REPRODUCTION PROHIBITED. AI-driven recommendation engines expose relevant content on websites. Image Source: Unsplash
- 29. 29© 2018 FORRESTER. REPRODUCTION PROHIBITED. AI-powered chatbots appeal to early prospects and collect clues about preferences. Image Source: Unsplash
- 30. 30© 2018 FORRESTER. REPRODUCTION PROHIBITED. AI-driven speech analytics gain insight into buyer preferences. Image Source: Unsplash
- 31. © 2018 Forrester Research, Inc. Reproduction Prohibited What You Should Be Doing Now
- 32. 32© 2018 FORRESTER. REPRODUCTION PROHIBITED. Guidance for any stage FROM CURIOUSITY TO IMPLEMENTATION Engage with your vendors. Define your objective with clarity. Merge human and machine aptitude. • Roadmaps • Trends • Predictions • Alignment • Buy-in • Metrics • Emotional quotient • Customer obsession • Humanity
- 33. © 2018 Forrester Research, Inc. Reproduction Prohibited FORRESTER.COM Thank you © 2019 FORRESTER. REPRODUCTION PROHIBITED. Allison Snow +1 617-613-6154 asnow@forrester.com @allisonsnow
- 34. BAE CASE STUDY: HOW HIGH PERFORMING TEAMS ARE ALREADY LEVERAGING AI JOSH SOFFE, GLOBAL HEAD OF MARKETING TECHNOLOGY, BAE
- 35. 35 Copyright © 2018 BAE Systems. All Rights Reserved. BAE SYSTEMS is a trade mark of BAE Systems plc. (See final slide for restrictions on use.) | BAE SYSTEMS PROPRIETARY Nations Governments Business Defend Grow Find & Stop Threats Manage Risks & Regulations Operate Securely
- 36. 36 Copyright © 2018 BAE Systems. All Rights Reserved. BAE SYSTEMS is a trade mark of BAE Systems plc. (See final slide for restrictions on use.) | BAE SYSTEMS PROPRIETARY We combine Smart People with Advanced Technology Technology Big Data Advanced Algorithms Machine Learning Electronics Market Knowledge and Experience National Security Cyber Security Financial Crime Digital Transformation
- 37. © 2019 DEMANDBASE｜SLIDE 37 BAE CASE STUDY: CHALLENGES Automated targeting with AI Target account list generation Understanding anonymous website visitors Driving engagement from anonymous web visits Personalised content through AI
- 38. © 2019 DEMANDBASE｜SLIDE 38 • Build brand recognition and awareness within Banking and Insurance accounts • Develop sales opportunities in financial services • Drive engagement with thought leadership campaigns • Provide real-time intelligence to sales on anonymous accounts OUR GOALS
- 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
- 40. © 2019 DEMANDBASE｜SLIDE 40 NEW APPROACH: COMBINE AI & ABM TO AUTOMATE ACTIONS Hyper-Targeted Ads by Account & Buying Commitee Website Content Personalisation Buyer Journey Optimisation Account-Based Sales Insights Account Selection and Intent Insights Action Data ARTIFICIAL INTELLIGENCE
- 41. © 2019 DEMANDBASE｜SLIDE 41 ACCOUNT SELECTION & PRIORITISATION
- 42. © 2019 DEMANDBASE｜SLIDE 42 BAE CASE STUDY: BANKING CAMPAIGN Objective: Increase brand awareness & drive banks to website Reached 98.6% of banks and 20% of High-Intent Users with thought leadership messaging Strong account engagement Pipeline: Generated 44 opportunities Revenue: Closed 11 deals
- 43. © 2019 DEMANDBASE｜SLIDE 43 BAE CASE STUDY: AI PHASE 2 ACCOUNT-TARGETED ADVERTISING Industry Company Name
- 44. © 2019 DEMANDBASE｜SLIDE 44 BAE CASE STUDY: AI PHASE 2 Without Demandbase With Demandbase
- 45. © 2019 DEMANDBASE｜SLIDE 45 BETTER USER EXPERIENCE WITH AI
- 46. © 2019 DEMANDBASE｜SLIDE 46 RESULTS 10X*SITE VISITS 5X *SITE ENGAGEMENT Insurance Banks 9X*OPPORTUNITIES 3X*SITE ENGAGEMENT 2X*SITE VISITS 5X*OPPORTUNITIES 37% NET NEW ACCOUNT ENGAGEMENT
- 47. © 2019 DEMANDBASE｜SLIDE 47 BAE CASE STUDY: LEARNINGS ABM IS A WAY OF LIFE OPTIMISE TOP ACCOUNTS SHARE INSIGHTS WITH SALES MEASURE WHAT MATTERS
- 48. © 2019 DEMANDBASE｜SLIDE 48 Q&A
- 49. THANK YOU
Editor's Notes
- 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