Watch this #Bii17 webinar on demand: http://dg-r.co/2vFKMHQ AI and data are key pillars of any modern marketing strategy. Come learn how high-growth companies are leveraging AI and data to align with sales and drive account-first marketing and sales efforts.

1. #Bii17
How AI Is Driving Account-First
Marketing & Sales
SPONSORED BY:

2. #Bii17
Follow This Webinar on LinkedIn & Twitter
#Bii17Demand Gen Report: @DG_Report
Brian Anderson: @G3Brian
Dropbox: @dropbox
Christopher Noon: @is0krates
Lattice Engines: @Lattice_Engines
Nipul Chokshi: @nipulc

3. #Bii17
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4. #Bii17
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About Demand Gen Report

5. #Bii17
Questions, Tweets, & Resources
Submit your
questions here
Download today’s
resources
Join the conversation
#Bii17

6. #Bii17
How Are We Doing?

7. #Bii17
Panelists
MODERATOR:
Brian Anderson
News Editor
Demand Gen Report
Christopher Noon
Head of Data Science for Outbound
and Channel Sales
Dropbox
@is0krates
Nipul Chokshi
VP of Marketing
Lattice Engines
@nipulc

8. Lattice enables you to
accelerate revenue
by providing
complete knowledge
about your customers.

9. More data is available now than ever about your buyers
Firmographics Web ClicksSearch and Intent Business
Change and
Growth
Social ActivityTech Footprint
Outside your company
Inside your company
Product
Usage
Training Support
Marketing
Response
Transactions CRM

10. Key Challenge: Making data usable and available in real-time
CLEAN AND DE-DUPE AGGREGATE AVAILABLE IN REAL-TIME1 2 3

11. Lattice enables you to
accelerate revenue
by providing
complete knowledge
about your customers.

12. Using AI, Lattice identifies which attributes make up a good target

13. Lattice makes the analytics and data available in your execution systems
ADS/WEB
MARKETING
AUTOMATION
CRM

14. Lattice Customers Achieve Lift Across the Entire Funnel
100+ Customers Globally

15. Examples of AI-powered Campaigns
COMPETITIVE TAKE-
OUT ENGAGEMENT
CAMPAIGN
COMPLEMENTARY
PLATFORM
ENGAGEMENT
CAMPAIGN
INDUSTRY- OR
SEGMENT-BASED
ENGAGEMENT
CAMPAIGN
UP-SELL CAMPAIGN
TARGET ACCOUNT
RE-TARGETING
MICRO-EVENTS FOR
HIGH-VALUE
TARGETS
INTENT-TRIGGERED
AWARENESS
CAMPAIGNS
ACCOUNT RE-
ENGAGEMENT
CAMPAIGN
DIRECT MAIL FOR
HIGH-VALUE
TARGETS
CROSS-SELL
CAMPAIGN
TARGET ACCOUNT
ADVERTISING
LIST ACQUISITION
CAMPAIGN
CUSTOMER
WINBACKS
ACCOUNT
ENGAGEMENT SALES
TRIGGERS
ROADSHOWS FOR
TARGET ACCOUNTS
@nipulc #ABM

16. Lattice Customers Achieve Lift Across the Entire Funnel
NET NEW CUSTOMER
ACQUISTION
Lattice identifies and
adds “net new targets”
and prioritizes incoming
leads based on business
change and growth
signals that create
addressable opportunity
EXISTING CUSTOMER
GROWTH
Lattice identifies
opportunity where a
current customer has a
need – but it is not
addressed in current
relationship with you
PROACTIVE ATTRITION
REDUCTION
Lattice identifies when
customers are showing
patterns suggesting they
may be moving business
to competitors – and lets
you arrest this early
3x 35% 85% 20%30%
Higher
Pipeline
More Opportunities
Per Rep
Greater
Conversion
Higher Revenue
Per Customer
Lower Customer
Attrition

17. AI IN ACTION

18. 500M+
52%
200K
3.3B
About
Registered users
worldwide
F500 companies are
customers
Organizations rely on
Dropbox
Connections created using
shared files and links

19. Data-Driven Sales with AI
Business Goal: Increase conversion from free to paid business accounts
• Each rep has hundreds of accounts
• Need to focus on accounts that are
most likely to want to talk to us
• Started with internally developed
predictive model
• Model predicted conversion based on
Dropbox usage
• Lattice provided fit model based on
external signals

20. PRODUCT USAGE
Data-Driven Sales with AI
EXTERNAL SIGNALS
+Files| Storage | Shares | etc.
A Priori (Engagement) Score Company Fit Score
Tech
Profile
Online
Presence
Website
Profile
Website
Keywords
Drive outbound based on complete knowledge about prospects

21. Combine Fit and A Priori Scores to Assess Priority
A Priori Score
LatticeFitScore
Priority 1
• Spend most time here
Priority 2
• Look for small initial deployments
Priority 3
• Build relationships, increase usage
Priority 4
• Avoid unless opportunity exists
Priority 1
Priority 2
Priority 3
Priority 4
Priority 4
Priority 3
Priority 2
Priority 1

22. Operationalizing AI for Sales
SALES
FOLLOW-UP
• Sync scores to CRM in real-time

23. Results and Impact
A Priori Score
LatticeFitScore
Priority 1
78%
All closed-won deals

24. Other Use-Cases: Data-driven Partnerships
Identify
opportunities
for product
integrations

25. Future Use-Cases
CHURN
IDENTIFICATION
MODEL MORE
SEGMENTS
CROSS/
UP-SELL

26. Key Learnings (1 of 2)
Build different
models for different
segments

27. Key Learnings (2 of 2)
Make it easy to visualize
and act
Explain the “why”
behind the score

28. #Bii17
How Are We Doing?

29. #Bii17
Q&A / Panelists
MODERATOR:
Brian Anderson
News Editor
Demand Gen Report
Christopher Noon
Head of Data Science for Outbound
and Channel Sales
Dropbox
@is0krates
Nipul Chokshi
VP of Marketing
Lattice Engines
@nipulc

30. #Bii17
Thank You For Attending
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