Powering ABM with AI—Rollworks & People.ai

Powering ABM with AI
Trends and Strategies for B B Marketers
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Today’s Agenda
© 9 All Rights Reserved
● People.ai and Rollworks Introductions
● How quality data will play an essential role in ABM strategies
● How AI can enhance your ABM strategies
● Moving beyond basic attribution models
● Leveraging multi-channel prospect engagement
● That’s a wrap! Q&A

Poll: How familiar are you with ABM?
A. It’s all I do
B. I’m working on making my ABM program more robust
C. I’m just starting to get ABM off the ground
D. I want to do it but don’t have clean data or the right tools
E. I am unfamiliar with ABM

People.ai and Rollworks Introductions
Dayle Hall
CMO at People.ai
Jennifer Toton
VP of Marketing at RollWorks
in/jennifertoton

About RollWorks

Introducing RollWorks, A Division of AdRoll Group
For Ambitious Commerce Companies For Ambitious B B Marketers

Identify your ideal customer
profile, target account list,
and contacts
Engage your accounts (even
without a target account list)
with ads and SDR emails
Measure the effectiveness
of your programs at the
contact and account level
Reach and engage right
people in right accounts
Deliver results your
company will notice
Tailor an account-based
strategy to your needs
Get managed support
at every step

About People.ai

Millions of dollars invested in CRM and
Martech with the promise of growth
and productivity
This promise has not been
fully realized.

“impact of AI technologies on business is
projected to increase labor productivity by up to
% and enable people to make more efficient
use of their time.“
AI applications will deliver
massive ROI by changing
how customer activity data
is captured, and used to
accelerate growth.

Customer Activity Data Is Generated Through Every
Interaction with Customers
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.

People.ai allows you to realize the full selling capacity of your
customer facing teams.
The only Revenue Intelligence System that automates the
capture of All contact and customer activity data, dynamically
updates CRM and provides actionable intelligence across your
management tools.

AI and ABM

What is Account-Based Marketing (ABM)?
“ABM is good B2B marketing.”
Source: . Forrester Research, Inc. Unauthorized reproduction, citation, or distribution prohibited.

Basic Components of a Marketing Campaign
Audience Offer Leads
At it the core, a marketing campaign is the combination of audience, offer, and channel

How is an ABM Campaign Different?
Target
Accounts
Personalize
Engagement
Attribution

How can AI help ABM?
Target Accounts Personalize Engagement Attribution
TARGET MARKET
TARGET
ACCOUNTS
SELECTED
ACCOUNTS
ICP
Source; TOPO
Tier 2
1:Few
Tier 3 / ICP
1:Many
Tier 1
1:1

Using AI to enhance your target
account list

Let’s go all the way back…
What’s wrong with my ABM list?

ABM Won’t Work With Bad Data
• Only % of data
captured = 8 % is lost
• Reps spend > % of time
on manual data entry
• Low engagement with
tools
Manage Data Loss
The list you’re marketing to has bad data (emails bounce, people
leave companies, people move departments, people get promoted,
etc.)
With one in four contacts in the typical database containing critical
errors (SiriusDecisions), how are you keeping your list up to date?
“Not updating records after every sales interaction will lessen the
impact marketing can have on later stages of the demand waterfall.”

Your List is Missing Contacts
Contacts Are Missing
or Not Current
• On average out of of
the relevant buyers,
influencers and users
captured in an opportunity
• Contact data becomes
outdated as people
change jobs, roles, names.
SiriusDecisions’ research indicates that 9% of buying decisions are
made not by individuals, but by groups of people working together
who engage in an average of interactions with with your brand.
What is your ABM approach to the buying group? Are you targeting
only one or two personas? What about the people in the buying group
who don’t know anything about your product?

Sales and Marketing are Misaligned
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
Sales departments aren’t using the same systems and tools as marketing.
Hubspot reports that less than half of salespeople enter lead and
customer data in their CRM.

Opportunity of
Contacts Captured
Opportunities
, of ,
Contacts Captured
Example: Contacts Captured from Each Opportunity
Manual Entry =
Data Loss
Siloed and
Inaccessible Data
Contacts Are Missing
or Not Current
Engaging only % of the
buying group and influencers
(losing , contacts)
Always be expanding your TAM and buyer’s groups

Automated Data
Capture and
Population of CRM
Cross-system Data
Intelligence
Complete, Self
Healing Contact
Database
The Way AI Solves for Bad Data in ABM Lists
• 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

Using AI to personalize engagement

Engage Contacts at Accounts with Personalized Offers
MAP BUYER’S
JOURNEY
1
MAP CONTENT
2
MAP OFFERS
3

Map the Buyer’s Journey
Consideration LiveCloseProposalAttract

Map Key Questions Across the Buyer’s Journey
What is ABM?
How does
RollWorks
work?
What if I
don’t have
a target
account
list?
Am I engaging my
key accounts
with RollWorks?
Why do I
need to pay a
platform fee?
Can I just use
Google/FB to
do this? How
do they
compare to?
What
services are
offered?
How do I
engage my
key
accounts?
Do I have
budget to
do this?
Does
RollWorks
drive quality
leads?
Let’s Test
RollWorks!

Map Content to the Buyer’s Journey
What is ABM
Advertising?
How does
RollWorks
Work?
What if I
don’t have
a target
account
list?
Am I
activating
my key
accounts
with
RollWorks?
Why do I
need to pay
a platform
fee?
Can I just
use
Google/FB
or
Terminus
to do this?
What is the
difference
between
RT and
Lead
Locator?
How do I
engage my
key
accounts?
Do I have
budget to
do this? Does
RollWorks
drive quality
leads?
Let’s Test
RollWorks!
What are Digital
Ads for ABM?
What is targeted
advertising?
Demonstrate Value
QBR Decks
Platform Fee
Validation
Case Studies
How RollWorks
Works Easy steps to
ABM
Onboarding Decks

Map the Offers to the Buyer’s Journey
DisplayAds

Celebrate! You have personalized offers
But wait!...

It’s Not So Simple
Multiple personas
(within your target audience)
B2B buying groups are
typically 5-10 people
Offers should vary by customer value
Resources applied to each tier differ
Different priorities Every journey is different
Company decision making varies
People have unique needs and preferences
Tier 2
1:Few
Tier 3 / ICP
1:Many
Tier 1
1:1

AI Powers Powerful ABM
Offers
n

People.ai Example
People.ai Sales Rep
Emailed a CRO
The CRO Replied to
the Emailed Looping in
His Team
People.ai Captured,
Enriched, and
Matched Those New
Contacts
People.ai’s Marketing
Department Now Had
the Full Buying Group
New Contacts Were
Added To The
Upcoming Marketing
Campaign
All Done Automatically

We can help you run high-performing lead-gen and ABM
programs with our digital advertising
RETARGETING
ACCOUNT-BASED RETARGETING
LOOKALIKE TARGETING
TAL TARGETING
CRM/MAP TARGETING
Lead-Gen
CLOSED/ WON
Account-Based
ENGAGEMENT SOLUTION

RollWorks Example
CMO
Persona
Marketing
Manager
Persona
Sales
Persona
Generic
RollWorks Campaign Set-up RollWorks Campaign Creative
By
Account
Name

RollWorks Example
Consideration LiveCloseProposal
Email Meeting Phone Contract
Contact
Enters
Pipeline
DirectMailSalesPlay
Door Opener Post-Demo Kit Proposal Kit Welcome Kit
Meeting Phone
Milestone Kit
Email
Attract
DisplayAds

AI Makes Real-Time Decisions Optimized for Results
Engagement
CROSS-DEVICE
CROSS-CHANNEL REACH
Display
Social
FULL-FUNNEL
Dynamic Creative
PMP
Native
Data
FIRST PARTY DATA
Firmographic Data
PROPRIETARY DATA
IntentMap
CRM/ MA System
Engagement Data
3RD PARTY DATA
AI
Budgeting
Bidding
Targeting
Ad Delivery
ARTIFICIAL
INTELLIGENCE ENGINE
Creative
Growlabs

Using AI to power attribution

The Trouble with Attribution
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.

How AI Can Help Solve for Attribution ABM Campaigns
Scenario (ABM Without AI Power Contact Capture and Creation)
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
Sales doesn’t track ot capture
activity
Close Won Deal! = Yay!
Direct Mail Attribution = None
In this scenario, marketing
gets zero credit or
influence if this prospect
buys.

How AI Can Help Solve for Attribution ABM Campaigns
Scenario (With AI Power Contact Capture and Creation)
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)
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

In Summary...
) AI powers your ability to scale from
demand-gen to ABM
Target
Accounts
Personalize
Engagement
Attribution
) Using AI to capture all Customer Activity Data is
critical to ABM success
With data for your
target account list
With automation to
personalize engagement
With attribution to
understand impact
Offers
nTARGET MARKET
TARGET
ACCOUNTS
SELECTED
ACCOUNTS
ICP
) AI is an essential tool to run your account-based marketing campaigns

Q&A
To learn more visit www.people.ai To learn more visit www.rollworks.com

Powering ABM with AI—Rollworks & People.ai

Powering ABM with AI—Rollworks & People.ai

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