While marketing at Verizon was hitting their lead generation targets, alignment with sales was lacking, which can negatively impact revenue. This session will provide a look at how Verizon used the Lattice Engines AI platform to identify the highest quality leads and accounts, and provided sales with deep data about each of those leads to drive highly contextualized conversations. With AI and data, Verizon was able to improve sales and marketing alignment and drive an increase in revenue. Key takeaways: 1. Key use-cases for AI and how it can support your sales and marketing alignment 2. Lessons learned when driving sales and marketing alignment at scale 3. How to drive sales adoption and follow-up on leads provided by marketing

1. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Transforming Your Revenue Engine:
How Verizon Uses AI and Intent Data to
Accelerate Growth

2. 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

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

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

5. It All Starts with Data
Businesses globally
200M+
21,000+ Buying signals per business
Domains tracked100M+
Interactions tracked daily1B+
The Lattice Data Cloud provides the world’s largest source of B2B buying signals.
Data refreshReal-Time

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

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

8. Examples of AI-Powered Sales and Marketing Plays
LIST ACQUISITION
CAMPAIGN
TARGET ACCOUNT
SELECTION &
PRIORITIZATION
TARGET ACCOUNT
AWARENESS CAMPAIGN
INTENT-TRIGGERED DIRECT MAIL OR
AD CAMPAIGN
COMPLEMENTARY
PLATFORM
ENGAGEMENT
CAMPAIGN
COMPETITIVE
SOLUTION
ENGAGEMENT
CAMPAIGN
ACCOUNT
ENGAGEMENT SALES
TRIGGERS
SCORE-BASED MQL IDENTIFICATION SALES CALL PRIORITIZATION
INTENT-BASED MQL ACCELERATOR
CAMPAIGN
CROSS-SELL/ UP-SELL WINBACKS RETENTION

9. High Growth Brands are Achieving Success with
Lattice
200+ DEPLOYMENTS GLOBALLY

10. Fortune 500 Companies Are Achieving Success
with Lattice
Fortune #466
Fortune #14 Fortune #41Fortune #26
Fortune #203
Fortune #125
Fortune #303
Fortune #465 Fortune #527
Fortune #243
Fortune #579
Fortune #47
Fortune #144
Fortune #443
Fortune #264
Fortune #73
Fortune #199
Fortune #140
Fortune #12
Fortune #124
Fortune #336
Fortune #61
Fortune #154
Fortune #223
200+ DEPLOYMENTS GLOBALLY

11. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
The Verizon team
Brian Shaner, Director
Demand Gen
David Zahner, Sr. Manager
Business Development
Verizon Confidential and Proprietary ©2017 All Rights Reserved

12. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Who is Verizon Enterprise
Solutions
• Verizon is the #1 Telecommunications giant
• Fortune #14 company
• VES caters to enterprise business markets
• Focus on digital transformation
• 10,000+ customers
• 100s of products
• 1000s of sales reps
Verizon Confidential and Proprietary ©2017 All Rights Reserved

13. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Why did we need to transform in
the first place? What did we need
to fix in our revenue process?
Verizon Confidential and Proprietary ©2017 All Rights ReservedVerizon Confidential and Proprietary ©2017 All Rights Reserved

14. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Choosing the right predictive
vendor
• Availability of external signals
• Intent data for earlier visibility
• Ability to leverage internal models
• Flexibility and know-how
• Security and compliance
Verizon Confidential and Proprietary ©2017 All Rights Reserved
Verizon Confidential and Proprietary ©2017 All Rights Reserved

15. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Our team
Verizon Confidential and Proprietary ©2017 All Rights Reserved

16. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Three Use Cases
• Account-Based Marketing
• Cross-sell/upsell
• Prioritizing leads
Verizon Confidential and Proprietary ©2017 All Rights Reserved

17. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
• Identify and prioritize target accounts based on:
• Look alike modeling on wins
• High Value Accounts
• Use Fit + Intent data for engagement
First Use Case: Account-Based Marketing
Verizon Confidential and Proprietary ©2017 All Rights Reserved

18. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
• Cross-sell and up-sell into existing customer base
• Operationalize internal models
• Leverage Lattice + VZ data for segmentation
• Enable sales
Second Use Case: Cross-sell
Verizon Confidential and Proprietary ©2017 All Rights Reserved

19. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Third Use Case: Prioritizing Leads
Verizon Confidential and Proprietary ©2017 All Rights Reserved
A B C
Call
Priority 1
Call
Priority 2
Nurture
Leads

20. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
• Tradeshow
• White Space
• Content Syndication
• Outbound Telemarketing
Third Use Case: Prioritizing Leads
Verizon Confidential and Proprietary ©2017 All Rights Reserved

21. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
2017 YTD team results
MOL
MQL
SQL
TCV
11.4 percent
(59.7 percent YoY)
64.9 percent
(66.4 percent YoY)
Verizon Confidential and Proprietary ©2017 All Rights Reserved

22. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Lessons learned
1. It’s important to dedicate resources to your predictive
analytics efforts
2. Have the end in mind early; who will use and consume
the results
3. Results can and will vary; keep experimenting
and learning
4. Have fun
Verizon Confidential and Proprietary ©2017 All Rights ReservedVerizon Confidential and Proprietary ©2017 All Rights Reserved

23. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
What’s next with Verizon and
predictive
Verizon Confidential and Proprietary ©2017 All Rights ReservedVerizon Confidential and Proprietary ©2017 All Rights Reserved

24. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Thank you.