Maggie Crowley Director of Product Drift

1. Artificial Intelligence:
What It Is, What It Isn’t &
Why It’s the Future of
Selling
EVENT
Wednesday, March 24, 2021
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2. Meet Your Speaker
Maggie Crowley
Sr. Director of Product Management, Drift
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3. Agenda
01 Why is Everyone Talking About Artificial Intelligence?
03 How to Talk About AI with Confidence
04 Bringing AI into the Sales Org.
02 What AI Is & Isn’t
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4. Why is Everyone Talking
About Artificial Intelligence?
01
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5. $5.9
trillion
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annual impact of AI and other
analytics on marketing and sales
(McKinsey)
41%
of B2B professionals surveyed
said they’re using AI to
accelerate revenue
(Drift)
AI is changing
...the face of our economy
...how we buy & sell
...the future of marketing & sales

6. AI helps
sales work
smarter,
not harder
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AI can qualify & convert
buyers, extend the
bandwidth of SDR teams,
and so much more

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“AI applications change the
game because they can factor
in more criteria far more quickly
than any human can.”
— David Wellwood, Senior Director Web Marketing at Okta

8. What AI Is & Isn’t
02
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9. “AI is the science
of making
machines smart.”
— Demis Hassabis, Co-Founder & CEO,
DeepMind

10. AI
“Artificial Intelligence”
Deep
Learning
Machine
Learning
Neural
Networks
NLP
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11. AI reduces costs by intelligently
automating repetitive,
data-driven tasks.
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12. AI drives revenue by improving
your ability to make predictions.
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13. Applied AI is not...
1. iRobot
2. The Terminator
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AI needs training data & humans
to make it useful.

14. How to Talk About AI
with Confidence
03
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15. AI is complex.
But talking about it doesn’t
have to be.

16. Terms to Familiarize Yourself With
1. Algorithm: Set of rules that tell a machine what to do.
2. Traditional Automation: Automation powered by algorithms in which humans code instructions (aka
algorithms) that tell machines what to do.
3. Intelligent Automation: Automation powered by AI that has the potential to define its own
algorithms, determine new paths, and unlock unlimited potential.
4. Machine Learning: Teaching algorithms to achieve better results when processing data through the
use of supervised and unsupervised learning. With machine learning, algorithms can be altered – or
alter themselves – to produce more accurate predictions and more desirable results.
5. Deep Learning: An advanced type of machine learning that seeks to create machines that mimic the
functioning of the human brain, giving machines humanlike abilities to see, hear, write, speak,
understand, and move.

17. AI relies on data to learn,
automate, & make predictions.
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18. Why would sales
want AI?
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19. Bringing AI into the
Sales Organization
04
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20. Why Now?
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21. 1. Is it data-driven?
2. Is it repetitive?
3. Is it making a prediction?
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How to Identify an AI Use Case

22. Focus on Outcomes
Define Outcomes to Show Benefits
Efficiency Lift Performance Lift
● How much time will AI save my SDR and sales
team?
● How much money does that “time-saved” equal?
● How will this help my team meet or overachieve
on our goals?
● How will this improve SDR and sales
performance across different metrics?
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23. How Okta Accelerates
Revenue with Drift
About Challenge
Okta is a leader in workforce and
customer identity and authentication with
more than 6,500 integrations and 9,000
clients around the globe.
Scaling critical sales and marketing
processes to drive accelerated growth.
Solution Results
● Marketing and Sales Enablement and
Alignment
● A Wide Range of Use Cases
Coordinated to Drive Revenue
Acceleration
● AI to Power a More Dynamic
Experience and Improve Conversion
1. 30% Q/Q increase in pipeline
influenced in the first 6 quarters
2. 2x higher conversion rate from MQL to
SQL with AI
3. #1 fastest channel to convert MQL to
pipeline
“Because AI is
continually learning
without needing to be
programmed, it frees up
our resources.”
David Wellwood
Senior Director Web Marketing at Okta

25. Questions?
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26. Build
A Podcast on All-Things Product & Product Management
Want more tech and product insights?
Check out my podcast 👇
https://buildpodcast.drift.com/public/13/Build-45671
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27. Thank you!
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