This document discusses how to define an ideal customer profile and activate target accounts using AI and automation. It provides an agenda for a demand generation meetup, then summarizes several presentations on defining an ideal customer profile through data and buyer signals. Next, it discusses how AI can be used to automatically test thousands of marketing campaign combinations and optimize engagement. Finally, it emphasizes tracking engagement across channels to understand the full customer journey.

1. ABM:
How to Define Your Ideal
Customer Profile
Demand Generation Marketers Meetup (SF)
May 22nd, 2019

2. Welcome!
HOST
Franco Caporale
Founder
franco@saasmql.com

3. Agenda

4. Sponsors

5. Open Demand Gen Roles

6. Focus Your Efforts by
Nailing a Niche

7. Agenda
●
●
●

8. About Me

9. Why?

10. What next...

11. Most frequently seen...

12. Clues you haven’t nailed it
●
●
●
●

13. Use your customers language

14. Make the pond smaller...

15. What are JTBD?

16. Whiteboard time...

17. Whiteboard time...
●
●
●
●
●
●

18. Spreadsheet time

19. For each Persona/ICP
●
●
○
●

20. Recap
●
● →
●
○
○
●
●

21. My CTA

22. QUESTIONS?

23. How to Automate the
Creation of Your Ideal
Customer Profile

24. Mintigo is like the brain
on top of your tech stack
About Us – About Me

25. YOUR DATA
CustomersProspects
ENHANCED BY OUR DATA
Global database with
millions of data points
on profile fit and intent.
ANALYZED BY AI TO
CREATE PREDICTIVE
MODELS
In-Market Accounts
ACTIVATE CAMPAIGNS
AND ENRICH YOUR
DATABASE WITH INSIGHTS
Propensity to Buy
MAP
CRM
BULK API
EXPORT
ABM
TECHNOLOGIES
IDENTIFY IDEAL TARGETS
Ideal Customer
Profile
Total Available Market
Mintigo’s AI platform –
How it works.

26. Mintigo is like the brain
on top of your tech stack

27. Targeting the right accounts?

28. High Res or 4k?

29. We rely on AI every day to guide
our decisions.

30. Target accounts based
on your ideal
customer profile (ICP).
Find new areas for
revenue growth
and business
expansion.
Prioritize where to
focus and understand
customers buying
behaviors.
AI in your B2B tech stack is a game
changer.

31. Account Selection
Create a target account
list that matches your
ideal customer profile
(ICP)
Personalize Messaging
Use data-driven insights
and buying signals to
develop segments and
messages for ads
Digital Marketing
Deploy ads across major
digital channels and
social media networks
to engage
Optimize Digital Ads
Optimize digital ads
and spend to drive
responses from the
right prospects
1
3 4
How to drive ABM success in the
digital era.
2

32. YOUR FIRST PARTY DATA
LeadsAccounts Contacts Firmo HiringFirmo Growth Tech
THIRD PARTY DATA (DRIVEN BY AI)
Data-driven approach for account
selection.
Intent Behavior

33. Number of Employees > 100, Revenue > $1M
Industries – Technology, Finserv,Healthcare, Manufacturing
B2B, B2C Considered Purchase
CRM: SFDC, MS Dynamics
Digital Transformation Initiatives
MAP Ideal Customer Profile

34. Web
Analytics:
Optimizely
15% X7
Adroll Users
17% X6.5
PPC Monthly
Spend
14% X6
LinkedIn
Marketing
1% X10
Hosting
Webinars
40% X5.75
Social
Network
Ads: Twitter
17% X5.5
Intent:
Marketo
27% X3
Intent:
Machine
Learning
11% 3.75
Hiring
DemandGen
Positions
Digital
Advertising
Job Titles
25.5% X3.75
MAP Ideal Customer Profile –
High Definition

35. ICP
TECHNOLOGIES
Characteristics:
• Complimentary
tools
• Currently
using
competitor
Message:
• How your product
connects with other
tools and systems
• Battlecards and case
studies
HIRING TRENDS
Characteristics:
• Existing position
of persona
• New hires in
departments
Message:
• How the end user can
benefit from your
products
• Introduce greater
benefits
INTENT SIGNALS
Characteristics:
• Third party intent
surges
• First party
website activity
Message:
• Bottom of funnel content
to engage in-market
accounts
• Address business
challenges
Hyper personalization based on
buyer needs.

36. A
D
A
D
A
D
A
D
A
D
A
D
A
D
A
D
A
D
A
D
A
D
A
D
A
D
A
D
A
D
A
D
A
D
A
D
A
D
A
D
A
D
A
D
A
D
A
D
A
D
A
D
A
DA
D
A
D
A
D
A
D
A
DA
D
A
D
A
D
A
D
A
D
• Reach your ideal customer and drive
more responses from the right
prospects
• With Mintigo, discover your ICP, build
target account lists, and identify where
accounts are in the buyer’s journey.
• Metadata.io deploys and optimizes your
ads automatically using AI and advanced
multivariate testing across campaigns
and channels to drive better results.
Intelligent engagement at scale for ABM.

37. QUESTIONS?
415-448-6551
www.saasmql.com

38. Activating Target
Accounts Using AI &
Automation

39. Activating Target Accounts
Using AI & Automation
Gil Allouche
Co-founder & CEO, Metadata.io
gil@metadata.io

40. Property of Metadata.io. Do not distribute.
About Gil
40
• Co-founder and CEO of Metadata.io
• Founded Metadata.io to simplify the execution of
account-based marketing campaigns in a seamless,
predictable manner.

41. Property of Metadata.io. Do not distribute.
Generating B2B pipeline: current situation

42. Property of Metadata.io. Do not distribute.
What if we could use AI to automate it?

43. Property of Metadata.io. Do not distribute.
Channels (2)
Facebook,
LinkedIn, Display
Creative (4)
Visual Image
Copy (2)
Messaging
Audiences (4)
Industry, product,
seniority, function,
size, etc.
Offers (2)
Lead Gen, Landing
Page
Content (2)
whitepaper, case
study, CTA
(4 x 4 x 2 x 2 x 2 x 2)
256
total experiments
Metadata - Experimentation on Auto-Pilot
43

44. Property of Metadata.io. Do not distribute.
Channels (3)
Facebook,
LinkedIn, Display
Ad Creative
(8)
Visual Image
Ad Text
(5)
Messaging
Audiences (8)
Industry, product,
seniority, function,
size, etc.
Offers (3)
Lead Gen, Landing
Page
Content (3)
whitepaper, case
study, CTA
(8 x 8 x 5 x 3 x 3
x 3)
8,640
total
experiments
Marketers must do multivariate
testing, but it’s hard to scale. Or is it?
44

45. Property of Metadata.io. Do not distribute.
Even with 1 variant, GitPrime
couldn’t guess the winner. Can you?
4545

46. Property of Metadata.io. Do not distribute.
AI crowns a winner!
4646
- Brief Copy
- Calls out
Engineers
- Clear CTA

47. Property of Metadata.io. Do not distribute.
$ in $ out + Marketing Mix Optimized
4747

48. Property of Metadata.io. Do not distribute.
Understand Engagement Beyond Leads
4848

49. Property of Metadata.io. Do not distribute.
And helped GitPrime generate
multimillion $ of pipeline in 30 Days
49
The way that Metadata got
immediate results for GitPrime was
pretty amazing—they enable us to
do more with less.”
Michael Smith
VP of Growth and Marketing,
GitPrime
“
- over 1% CTR on LinkedIn
- 4 opp triggered
- 1 closed won
- 12 Opps influenced
Impressions
Clicks
Leads
MQLs
Opportunities
Amount
743,703
3,233
448
50

50. Property of Metadata.io. Do not distribute.
A fully-managed, scalable, B2B demand gen
engine that combines the following into one
platform:
● aggregated b2b data
● predictive analytics
● targeting & audience creation
● paid media campaign creation
● A.I campaign management
● retargeting
● reporting
● pipeline attribution
50

51. Property of Metadata.io. Do not distribute.
When ads are executed at scale & self-
optimize based on pipeline data
Oh – and with Metadata, guess what happens?
51

52. Property of Metadata.io. Do not distribute. 52
Using Metadata Automatic Account-Based Advertising Solution,
Nutanix ran over 10,000 ad combinations in 2018. Optimized our
campaign performance and improved ROAS.”“
52
Gleb Brichko
VP of Growth and Demand Marketing,

53. Thank you!
Gil Allouche
Co-founder & CEO, Metadata.io
gil@metadata.io

54. Tracking the
Engagement of Your
Target Accounts

55. About me
Franco Caporale
Founder
Led Demand Generation at:

56. We help SaaS companies
generate leads from target
accounts and convert them into
qualified opportunities

57. About SaasMQL
CLIENTS INCLUDE:●
●
●

58. Don’t try to boil the ocean

59. Target Account List

60. Finding the right accounts

61. Set Goals and Budget

62. Account Segmentation

63. Data Sources to Pull

64. Marketo ABM

65. Engagio

66. Cross-check your list
Cross-match your CRM, marketing database and other data
sources with your target account list.

67. Automate your data imports
● You can automate data tracking across
platforms using Zapier
● Examples include:
- LinkedIn/Facebook leads to Salesforce
- LinkedIn/Facebook leads to Hubspot
- Add to Salesforce campaign
- Add record to AirTable
- Automated notifications
- Calendly responses to Salesforce, add them to
an outreach sequence, tag with a campaign
- Add to a list in Marketo
- Create a task in Trello/Asana

68. Behavioral Intent Data
● Find accounts that show
buying intent from your ICP
● Don’t add accounts JUST
because they have intent (a
bad fit is a bad fit)
● Leverage platforms like
Mintigo, Bombora, G2
● Artificial intelligence can filter
through the noise

69. Conclusions
●
●
●
●
●

70. QUESTIONS?