ThoughtSpot will be discussing their ABM journey and how they’ve taken their ABM campaigns to the next level. In this session, they’ll be discussing how they’ve leveraged People.ai to capture and sync all their go-to-market activity data and how that data has been used to solve for campaign attribution and increase campaign ROI.

1. LEVERAGING AI DRIVEN DATA TO FUEL A NEW GENERATION
OF ABM CAMPAIGNS
Dayle Hall
CMO, People.ai
Kaushik Patel
VP, Demand Gen & Marketing Operations, ThoughtSpot

2. Leveraging AI Driven Data to Fuel a New Generation
of ABM Campaigns
Kaushik Patel - VP Demand Gen & Operations, ThoughtSpot
Dayle Hall - CMO, People.ai
AIS 2019
#ABMSUMMIT

6. Why We’re Here
Foundation for ABM =
Data + Intelligence
How Marketing Puts
ABM + AI into Action
Alignment
with Sales

7. Millions of dollars invested in CRM
and Martech with the promise of
growth and productivity
7
This promise has not
been fully realized.
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8. ©2019 All RightsReserved8
“impact of AI technologies on business is
projected to increase labor productivity by up to
40% and enable people to make more efficient
use of their time.“
But… AI is the game changer
Sales reps spend on average,
30 percent of their time on internal
administrative activities.
People are wasting time and
companies are wasting money

9. Customer Activity Data Is Key to ABM Success
Customer Activity Data:
• All Customer Contact Information
• Calendar Data (Meetings,
Attendees, Cancellations)
• All Digital Communications (email,
messaging, phone)
• Salesforce Data (All History)
• Customer Account History
• Product Telemetry
• Sales Data Activity
• Marketing Campaign Analytics
• Support Resource Activity
• Financial Information
• Sales and Marketing Rep Activity
Customer Activity
Data is lost due to
people manually
entering data, excel
spreadsheets and
manual processes.
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10. Today’s Antiquated Approach
• Only 20% of data
captured = 80% is lost
• Reps spend >30% of time
on manual data entry
= time away from selling
• Low engagement with
core tools like
Salesforce.com
Manual Entry = Data Loss
Siloed and
Inaccessible Data
• Different systems and silos
prevent enterprises from
capitalizing on insights
• Inability to identify or
impact the right buying
groups
• Marketing attribution and
impact is untrusted
Contacts Are Missing
or Not Current
• On average 2 out of 12 of
the relevant buyers,
influencers and users
captured in an opportunity
• Contact data becomes
outdated as people change
jobs, roles, names.
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11. 1 Opportunity 2 of 12
Contacts Captured
1000 Opportunities
2,000 of 12,000
Contacts Captured
Example: Contacts Captured from Each Opportunity
Manual Entry = Data Loss
Siloed and
Inaccessible Data
Contacts Are Missing
or Not Current
Engaging only 20% of the buying
group and influencers
(losing 10,000 contacts)
Imagine What That Could Mean for Your Team
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12. Automated Data Capture
and Population of CRM
Cross-system Data
Intelligence
Complete, Self Healing
Contact Database
How AI Provides Better Data for ABM
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• Automated Capture of All
Customer Activity Data
• Populate CRM - Right Context,
Right Opportunity and Decision
Field
• Increased Engagement and
trusted data in tools
• Data Across Systems, Silos and
Processes - Matching Algorithms to
Provide Actionable Intelligence in the
Right Context
• Identify and Target the Right Buying
Groups with the Right Content
• Real-time Marketing Attribution
• Automated Capture of Contacts
Using Signature Scanning, Calendar
Contacts, CC’s and NLP
• Capture All Relevant Buyers,
Influencers and Users (Pre & Post
Sale) for every opportunity
• Dynamically Update Contact
Database
Data drives results - AI to capture all data, and automatically match the right people to the right
accounts, opportunities, and CAMPAIGNS!!

13. Kaushik Patel
VP of Demand Gen and
Marketing Operations

14. Search & AI-Driven Analytics
Next Generation Analytics Platform for the Enterprise

15. Team Technology Customers
Search + Enterprise Search & AI-Driven Analytics Platform
Mid-to-large
Enterprise
Palo Alto, CA
Headquarters
$306M Funding
Magic Quadrant Leader
RELATIONAL SEARCH
AUTOMATED INSIGHTS
ThoughtSpot Overview

16. Marketing
Marketing
Operations
Sales
Operations
Sales
Deals $$
Ideal Scenario

17. 2015 2017 Today
Phase 1 - ABM
Foundation
Phase 2 -
Tracking &
Segmentation
Phase 3 -
Optimize with
AI
Our Journey

18. Geo-based Routing HQ-based
Routing
L2A
Matching
TECHNOLOGY
Demandbase
TECHNOLOGY
LeanData
Phase 1 - ABM Foundation

19. Accounts
$100M+
Account-based
Routing
Territory
Management
SOURCE
Hoovers
TECHNOLOGY
LeanData
TECHNOLOGY
Home grown
TECHNOLOGY
Home grown
Account
Tiers
TECHNOLOGY
Rollup Helper
Activity
Tracking
Phase 1 - ABM Foundation

20. Account
Hierarchies
Engagement
Tracking
Account
De-Dupe
TECHNOLOGY
Traction
Hierarchies
TECHNOLOGY
Home grown
TECHNOLOGY
Data.com Clean
D&B
TECHNOLOGY
Home grown
Contact
Segmentation
Phase 2 - Tracking & Segmentation

21. Performance
Win
Field Sales
SDR Org
Channel
Field Marketing
Digital
Marketing
Management
CAMPAIGNS
?

22. TECHNOLOGY
People.ai
Enhanced Activity
Tracking
TECHNOLOGY
Home grown
People
Metrics
Contact/Capture
Matching
Phase 3 - Optimize with AI

23. Today
Account
Opportunity
SALS
MQLs
Activity Tracking
Prospects
(Leads & Contacts
100% Automated
Activity Tracking
- No manual entry
- Forward-looking
insights
- Integrated with 3rd
party tools
- Heatmaps – follow-
ups & prospecting
Contact Coverage &
Buildup
- Net new contacts
based on activity
- Lead → Contact
Role (campaign
attribution!)
- Impact on
attribution reporting

24. 100% Activity Capture
● Account
● Opportunity
● Account/market
penetration based on
hard data
AI fuels our next level ABM campaigns
Reach & Coverage
● 10-20x the Contacts
created per month
● Tripled the size of our
Contact Database in 6
months
● 40 - 80 leads converted
to contact roles weekly
Attribution
● Leads to more precise
measurement
● Improved decisions on
marketing spend/results

25. Salesforce | Marketo
Google Analytics | Jira
Media Spend | People.ai
ETL
ThoughtSpot on
ThoughtSpot

26. The Last Piece - Sales &
marketing alignment

27. AI + ABM = Attribution
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True attribution is dependent on the data
Creating the right contact, to campaign, to
opportunity and showing it close.
Full attribution comes when you know what
sales is doing with the leads that you create.
Looking at the same data and sharing wins,
drives Alignment with Sales
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28. Marketing Is Sending Direct
Mails To Your Target
Account List
The Boss of a Prospect Who
Received a Direct Mail Calls
Your Sales Rep Directly --
Closes a deal
How AI Can Help Solve for Attribution for ABM Campaigns
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Scenario 1: ABM Without AI Power Contact Capture and Creation
1 2
Sales doesn’t track or capture
activity
Close Won Deal! = Yay!
Direct Mail Attribution = None
In this scenario, marketing gets
zero credit or influence if this
prospect buys.

29. Marketing Is Sending Direct
Mails To Your Target
Account List
The Boss of a Prospect Who
Received a Direct Mail Calls
Your Sales Rep Directly --
Closes a deal
(Automatically Added to
the CRM)
How AI Can Help Solve for Attribution for ABM Campaigns
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Scenario 2: With AI Power Contact Capture and Creation
1 2
Contacts Created
Contact Added to the Account,
and Opportunity
Activity is Added to the
Marketing Campaign
Attribution going to Marketing’s
ABM Campaign
All Done Automatically with AI

30. Campaign 360
• Get more from every marketing dollar you
spend by engaging dropped business
opportunities
• Align your salesand marketing teamsand fix
processbreakdowns
• Know when a campaign isworking sooner so
you can iterate quickly and make future
investments
• Prove the true value of your campaignsby
automatically capturing all sourced and
influenced opportunities

31. Know exactly how many leads
and contacts have not been
engaged by Sales.
Prove ROI by capturing ALL
related Opportunities.
Fix process breakdowns by
showing Sales exactly who to
follow-up with.
Understand why a campaign
was or wasn’t effective.

32. “Marketers are constantly debating with sales about attribution and sourcing.
They need to look for something that offers full visibility into which campaigns are
driving opportunities and which opportunities are driving success of campaigns.
This will enable sales and marketing teams to accelerate revenue generation
inside their enterprises.”
Terry Flaherty
Senior Research Director, Demand
Marketing
What Analysts Are Saying About Campaign 360
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33. Takeaways
1. Capture as much of the data as possible
2. Serve up the data into actionable intelligence
3. Sales & Marketing need to be on the same page driven
by data to hold each other accountable

34. 34 ©2019 All RightsReserved