Access the full webcast here: https://dg-r.co/2uiS82A Fluke used AI-based insights to identify the right target accounts and engage them with hyper-personalized nurture and outbound using a combination of Lattice, Conversica and Eloqua – resulting in 48% higher engagement and greater opportunity creation in their target accounts.   Join our distinguished speakers to learn how Fluke used AI and data to improve segmentation and engage across different channels with hyper-personalized messaging.

1. #bii18
Engaging With Relevance At Scale: How Fluke Used AI
To Transform Their Sales And Marketing Programs
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2. #bii18
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Marketing News & Trends
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3. February 25–27, 2019
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4. #bii18
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5. How are we doing?
#bii18
Questions, Tweets, Resources, Survey

6. #bii18
Speakers
Katrina Leaf
Fluke
Nipul Chokshi
Lattice
Victor Belfor
Conversica
Brian Anderson
Demand Gen Report

7. FLUKE + CONVERSICA + LATTICE

8. B2B Buyers Expect Engagement on Their Terms
Personalized
Insightful
Timely
IT Executives prefer Globe Security. Why?
9x ROI
See what our Telecom customers have
to say.
Knows I am an IT
Decision-maker
Knows I am in
“late stage”
evaluation
Knows I am in a
Telecom
customer
Example targeted ad

9. Account-Based Marketing Holds the Promise of 1:1 Marketing
61% 20%53%
Have Moved Beyond Pilots Have Dedicated Budget Have Seen Success
Marketers are increasingly adopting ABM tactics
But are challenged with
driving impact
Source: Forrester Research Study

10. ALL ACCOUNTS
Scaling ABM Drives Business Impact
# ACCOUNTS
TARGETING DATA
CHANNELS
TIME TO EXECUTE
IMPACT
STRATEGIC ACCOUNTS ONLY
AI PREDICTIONS,
ALL INTERNAL/ EXTERNAL DATA
SALES INPUT, COMPANY SIZE,
VERTICAL
OMNI CHANNELADS ONLY
DAYSMONTHS
25% YOY REVENUE GROWTHLIMITED
ABM @ SCALEABM TODAY

11. Lattice Atlas: Trusted AI Foundation for ABM @ Scale

12. ABM is a Strategy
ABM requires 1:1 multi-channel engagement against your
highest value targets

13. INSERT CONVERSICA SLIDES HERE

14. Problem: Leads from Marketing ranked last
59% of marketers
say they provide
high-quality
leads…
But only 25% of
salespeople
agree.

15. 0 1 2 3 4 5 6 7 8 9 10
%CHANCETOSETSALESAPPOINTMENT
NUMBER OF CONTACT ATTEMPTS
AI outreach automates 7-13
contact attempts
Most salespeople stop
after 1 or 2 attempts
2/3rds of leads do not get adequate follow up!

16. What does ideal follow up look like?
PERSONALIZATION
PERFORMANCE
PROMPTNESS
PERSISTENCE
13% responded
within 5 minutes.
2/3 of companies
gave up after
1 or 2 attempts.
Significant
improvement in
2017 over 2016.
80% likelihood of
email deliverability for
most companies.
Sales
Effectiveness

17. Confidential – Do not distributeConfidential – Do not distribute
She reads, understands and writes emails & texts as
part of the Sales team.
Completely Autonomous
She’s infinitely scalable, works 24x7, no pre-
judging leads, always politely persistent.
Never has a bad day
Like a human assistant… Unlike a human assistant…
Solution: Enter Rachel

18. Rachel at work
Monday, 10:56 am
Ben,
Great! Rick can help and was hoping to
give you a call soon. Is (212) 555-1111 the
best number to reach you during the day?
Thanks a bunch,
Ashley
Customer Relations Assistant
Thursday, 11:32 am
Hi Ben,
I just wanted to make sure you got all the
information you needed.
Did you talk with Rick?
Thanks,
Ashley
Customer Relations Assistant
Monday, 10:45 am
Thanks, Ashley. Really appreciate your
persistence. I’ve was on vacation and
then traveling for work.
Yep, would like to speak to one of your
folks.
Ben
Monday, 2:03 pm
No, I never check that number.
Have him call my cell at (212) 345-1212.
Thanks.
Thursday, 4:11 pm
Yeah, I’m all set with Rick. He’s working
on a quote right now.
Thanks again,
Ben
Monday, 9:58 am
Hi Betsy,
Thank you for downloading our free trial.
Would you be interested in speaking to
one of our sales experts to learn more?
Ashley
Customer Relations Assistant
Monday, 9:58 am
Hi Betsy,
Thank you for downloading our free trial.
Would you be interested in speaking to
one of our sales experts to learn more?
Ashley
Customer Relations Assistant
Monday, 9:58 am
Hi Betsy,
Thank you for downloading our free trial.
Would you be interested in speaking to
one of our sales experts to learn more?
Ashley
Customer Relations Assistant
Monday, 9:58 am
Hi Ben,
Thank you for downloading our free trial.
Would you be interested in speaking with
one of our sales experts to learn more
about our solution?
Ashley
Customer Relations Assistant
Salesperson alerted

19. Why automate lead follow-up and engagement?
Eliminate Lead Bias
Removes any bias associated with
the lead source.
100% Follow Up
Ensures consistent and prompt
follow-up with every lead.
Lead Qualification
Filters through the massive pool of
leads to find out who’s interested.
Scalability
Focus more time and resources
on high-value work.

20. Confidential – Do not distributeConfidential – Do not distribute
E-mail response rate
350M messages processed, 50M leads worked, 15M leads engaged, 6M Sales Appointments
Hot Leads agree to sales
appointment
35% 40%
30% more appointments than human teams working alone
Delivering real value to 1,200+ customers

21. About Fluke
Fluke Corporation is the
world leader in the
manufacture, distribution
and service of electronic
test tools and software
22

22. Behavioral
• Demographic and behavioral
data
• Explicit
• Profile data (industry, job role,
revenue)
• Customer Fit (A, B, C, D)
• Implicit
• Level of interest (engagement with
emails, website, etc)
• Ranking (1,2,3,4)
• Combine Fit and Ranking
Predictive
• Uses company data to determine
who is the right fit
• Tracks +16,000 signals
(firmographics, technology
attributes, buyer intent, growth
signals)
• Indicates what your customers
have in common and scores new
contacts based on models we
create
Account, Contact and Lead Scoring

23. The Sales Development Challenge
• Needed more effective
sales development
• Didn’t have budget to
grow a team
• Turned to AI platforms
to see if that could
bridge the gap
24

24. First AI Platform - Lattice Engines
• Uses our data to determine who the right
customer is
• Scores contacts in real time
• Provides data enrichment
• Embeds into our existing workflows
25

25. Bringing on Conversica
• Marketing gets
thorough follow-up on
every single contact
and sees the ROI in
real-time
• Sales speaks only to
engaged, interested
contacts and spends
time working and
closing more
opportunities 26

26. Personalizing our AI Bots
• Needed to make the
digital conversations
personalized
• Already using Lattice to
drive account insights
and prioritization
• Brought these account-
level insights into
Conversica to create
conversations that
resonate 27
Sent Message
Hi Ryan,
I noticed that you inquired about our Infrared Buyers’ Guide not too long ago. I’m reaching out
again to see if we can help answer any questions you might have.
Can I interest you in setting up a call to learn more?
Looking forward to hearing from you.
Megan
Sales Assistant
Sent Message
Hi Ryan,
Thanks for your reply. Josh will be working on this with you and is looking forward to connecting.
Would XXX-XXX-XXXX be the best phone number to speak with you during the day?
Thank you very much and have a great morning.
Megan
Sales Assistant
Customer Response
Hi Megan,
Could we do a quick call later this afternoon? I’m free any time after 3PM EST.
Thanks,
Ryan
Customer Response
Yes. Extension 149.
Ryan

27. Proposal for Initial Implementation
• Leverage email bot to follow up with all scored contacts from US-based
target accounts
• These are contacts that have engaged in some manner but have not
raised their hands
• If Lattice account score is 80 or higher, we send to Conversica to have
Megan engage
Contact engages with Fluke (non-
handraisers) via various programs:
Asset download, Facebook, PPC,
Viewed Video, Etc.
Scores contact based on account
models to indicate the likelihood of
conversion, and provide account-level
data enrichments to be used in
outreach
Leverages AI email assistant to engage
contact in a conversation in an attempt
to get them to raise their hand for a
phone call by ISS, disqualify or pass back
for nurture.

28. Workflow
Hot
Lead
Nurture
Demo
Request
Events
Web/
Organic
Social
Inbound
Leads/Contacts
Marketing
Automation
AI-based Account
Prioritization
Non
Qualified
Campaign
Responses
Qualified
Campaign
Responses
Contact engages
with
content
Contact
doesn’t
engage
Real-Time
Engagement
Real-Time
Engagement
Rolling
Re-Engage
Sales
(via phone)
Sales
PPC
Not
Interested
yet
Not
Interested
yet
Opportunity…More
Prioritize based on
Lattice Insights
Prioritize based on
Lattice Insights

29. Pilot Program and Results
• Ran multiple 1 week trials where
all PPC asset downloads were
followed up by our Conversica
bot
• AI-based conversations drove a
closed deal
• Engagement rates slightly lower
than ISS team, but conversion
rates were equal or better than
ISS team
30
Trial 1 Results
54 contacts messaged
35% engagement rate
9 opportunities generated
16% conversion rate
Trial 2 Results
95 contacts messaged
48% engagement rate
21 opportunities generated
22% conversion rate
1 Closed Deal
Average conversion rate with sales development (ISS) is 17%
Average engagement rate for ISS is approximately 60%

30. Key Learnings
• Most conversions take place after 5 engagements
–Need to build that number of touches into every cadence we put
together
• Contacts who begin journey digitally are more likely to stay
engaged digitally
–Need to be able to cycle contacts through a variety of engagement
channels within a short period of time
–Need all those channels to have consistent messaging
31

31. What’s Next?
• Begin using Lattice account insights for cross-sell/upsell
campaigns
• Use Conversica Upsell to engage in conversations
32

32. Questions?
33

33. #bii18
Q&A / Speakers
Katrina Leaf
Fluke
Nipul Chokshi
Lattice
Victor Belfor
Conversica
Brian Anderson
Demand Gen Report

34. #bii18
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