Learn how three companies used Lattice's AI-backed platform to successfully scale their ABM programs.

1. Nipul Chokshi
VP Marketing @ Lattice
@nipulc
#ScaleABMwithAI
Scaling ABM with AI:
Three Real-Life Examples
of ABM Success

2. The Age of ABM is Here
90% 61% 53%
Marketers believe ABM is
critical
Marketers are going beyond
pilots
Marketers have dedicated
budget to ABM
#ScaleABMwithAI

3. But, ABM Success Remains a Challenge
Only 1 in 5 are seeing an increase in marketing
and sales effectiveness from ABM
#ScaleABMwithAI

4. Marketers Struggle to Scale ABM
• Strategic accounts only
• Single product line
• Net new customer acquisition only
• Ads only
• All accounts
• All product lines
• Net new, cross-sell, up-sell, retention
• Ads, Web, Email, Sales, etc.
#ScaleABMwithAI

5. Disconnected Data Prevents ABM @ Scale
DISPLAY SEARCH WEB SOCIAL EMAIL CONTENT SALES SUCCESS
FIRMOGRAPHICS
COOKIES
DEVICE IDS
SEARCH DATA
COOKIES
FIRMOGRAPHICS
ANON. WEB
LOGS
IP ADDRESSES
SOCIAL IDS
FIRMOGRAPHICS
LEAD DATA
EMAIL ACTIVITIES
CONTENT VIEWS
LEAD DATA
ACCOUNTS
CONTACTS
OPPORTUNITIES
CUSTOMERS
TRANSACTIONS
SUPPORT
USAGE
#ScaleABMwithAI

6. Resulting in Fragmented Experiences
SOCIAL DISPLAY
EMAIL SALES
“Digital Transformation”
“Mobile Security”
“Mobile Devices”
“Remote Workers”
#ScaleABMwithAI

7. The Four Pillars of ABM @ Scale
Unified
Customer Data
AI-based
Audience
Creation
Omni Channel
Activation
Governance
and
Compliance
#ScaleABMwithAI

8. 100+ Companies Capture Opportunity AI and Data
Example Fortune 500 Companies Example High Growth Companies
+2x +3x +35% +20%+85%
Higher Conversion Greater Pipeline Higher Deal Size Revenue per customer Customer Churn
#ScaleABMwithAI

9. 3Examples
of Successful ABM@Scale
#ScaleABMwithAI

10. 3Examples
of Successful ABM@Scale
#ScaleABMwithAI

11. For us, its all about engaging in a relevant and
consistent way across every channel.
Marissa Dacay
Director of Enterprise Marketing
#ScaleABMwithAI

12. Adobe’s ABM Journey
#ScaleABMwithAI

13. Step 1: Align around GTM
#ScaleABMwithAI

14. Step 2: Fuel Engagement with AI and Data
#ScaleABMwithAI

15. Step 3: Create integrated sales and
marketing relationship
#ScaleABMwithAI

16. Step 4: Measure impact
#ScaleABMwithAI

17. 3Examples
of Successful ABM@Scale
#ScaleABMwithAI

18. Creating Personalized Buyer Journeys
at Scale
#ScaleABMwithAI

19. Creating Personalized Buyer Journeys
at Scale
#ScaleABMwithAI

20. Three Steps to Custom Buyer
Journeys
#ScaleABMwithAI

21. Driving more effective campaigns
while increasing Marketing ROI
#ScaleABMwithAI

22. Driving more effective campaigns
while increasing Marketing ROI
#ScaleABMwithAI

23. 3Examples
of Successful ABM@Scale
#ScaleABMwithAI

24. Driving more effective campaigns
while increasing Marketing ROI
#ScaleABMwithAI

25. Key Challenge: Grow Direct
Channel Business
#ScaleABMwithAI

26. AI and Data Were Critical to their
Approach
• TAM: The Right Companies
• Prioritization: Better Segmentation
• Methodologies: Scoring, Rating,
Enrichment
• Operationalization: Augmented
Outreach
#ScaleABMwithAI

27. Step 1: Identify Ideal Targets
#ScaleABMwithAI

28. Step 2: Orchestrate Engagement
#ScaleABMwithAI

29. Step 3: Identify Personas and
Key Messages
Example: Regional Utility
Ads link to value content
#ScaleABMwithAI

30. Step 3: Identify Personas and
Key Messages
Example: Global Innovator
Ads link to testimonials
#ScaleABMwithAI

31. 2018 SiriusDecisions ABM
Program of the Year
#ScaleABMwithAI

32. 3Examples
of Successful ABM@Scale
#ScaleABMwithAI

33. Thank You!
#ScaleABMwithAI
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