Unleash the Power of ABM: Informatica Transforms its Marketing with Scalable 1-to-1 Digital Experiences
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As the world’s leader in Enterprise Cloud Data Management, Informatica recognizes a generational market disruption in data is underway. Data powers digital transformation and the marketing team at Informatica lives and breathes that mantra. Learn how Informatica transformed its ABM programs by Lattice Engine’s AI-platform and data-foundation to create micro-segments and deliver hyper-targeted and cohesive experiences across multiple channels.
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Unleash the Power of ABM: Informatica Transforms its Marketing with Scalable 1-to-1 Digital Experiences
- 1. ` Unleash the Power of ABM: Transform Marketing with Scalable 1-to-1 Digital Experiences Steven Shapiro, VP Digital and Buyer’s Journey, Informatica Nipul Chokshi, VP of Product Marketing, Lattice Engines
- 2. 2 © Informatica2 B2C Has Been Creating 1-to-1 Buyer’s Journeys For 10+ Years
- 3. B2C Has Been Doing This for Over a Decade Banks Retailers Gambling Cell Phone eCommerce Entertainment
- 5. 555 © Informatica Marketing is now responsible for influencing buyers across all stages Awareness Interest Consideration Purchase Support Loyalty Advocacy THEN NOW Marketing Sales Support Support Marketing Sales Marketing
- 6. 666 © Informatica B2B Use-Cases • Next Best Action is determined • Auto-triggered outbound messages • Same messages delivered via inbound • Support manager sees Next Best Action • SFDC provides details marketing messaging • NBA delivered during Support interaction • Sales manager sees Next Best Action • SFDC details on marketing messaging • NBA delivered during sales interaction Email Nurture Support CallSales Outreach
- 7. 777 © Informatica Marketing Mix by Routes-to-Market Mid-market Attended Mid-market Unattended Enterprise High Touch Premium Touch Low Touch Strategic Low Touch No Direct Touch Program Alignment High Touch Strategies • ABM & Engagement Programs • Thought Leadership Programs • Executive Summit • GSI Co-marketing High Tech & Touch • Informatica World, Tours & Summits • Small Events • Digital Buyer’s Journey • GSI Co-marketing • Ecosystem Road Tours High Tech • Small Events and Ecosystem Road Tours • Digital Buyer’s Journey; Channel Ready Programs High Tech • Channel Led Programs • Digital Buyer’s Journey Importance of Digital & Buyer’s Journey Influence
- 8. 888 © Informatica Three Steps to Personalized Journeys Segment Audience Assign Journey Hybrid Cloud Data Governance Next-Gen Analytics Customer 360 Audiences are assigned to journeys with specific themes Activate Channels Engage audiences via various channels Segment audiences using all available data Sales Display Email Social 3rd party intent Lattice AI rating Activity on Informatica.com 1 2 3
- 10. 101010 © Informatica The Four Pillars of ABM at Scale Unified Data Foundation AI-based Audiences Omni Channel Activation Enterprise Governance
- 11. 11 © Informatica1111 Driving Relevant Engagements @ INFA Customer Experience Data & App Integration Customer Info Customer Purchase Info Adobe Target Customer Marketing & Sales Activity Master Data Management Data Security Data Quality Data Lake Data Governance Enterprise Data Lake AI-Driven Segmentation Reports Enterprise Data Management Cloud & On-Premises Applications Insights Adobe Media Optimizer Adobe Audience Manager Adobe Experience Manager Digital Ads & Promos Website Data Management Email Events
- 12. Best in Breed: Data Foundations
- 13. 131313 © Informatica Lattice & the Informatica Data Lake Enhance Website Traffic Optimize Brand and Demand Management Increase Revenue Cycle Quality & Acceleration Broaden Profiling and Segmentation
- 14. 141414 © Informatica AI-Based Insights Drive Efficiencies License ($) by A/B/C Q1 Q2 Q3 Q4 Pipeline Created 87% 80% 90% 90% Revenue Won 94% 86% 98% 98% Cloud ($) by A/B/C Q1 Q2 Q3 Q4 Pipeline Created 73% 74% 87% 75% Revenue Won 91% 85% 83% 83%
- 15. 15 © Informatica1515 Lattice Atlas: Driving the Next Best Action • Best in breed for predictive scoring is now the best in breed for driving the next best action • Taking our existing foundation together and expanding the use cases • Driving next best action insights at the account and contact level
- 16. Scaling ABM on Lattice Atlas
- 17. 171717 © Informatica Example LinkedIn Campaign for Contact Acquisition Directed spend on “High Fit + High Intent” Matched ad copy to intent keywords, technographics and other indicators Audience creation in Lattice, Ad execution in LinkedIn
- 18. 181818 © Informatica Example LinkedIn Campaign for Contact Acquisition Standard “spray and pray” 3rd party intent based targeting AI + 3rd party intent based targeting Three Campaign Variations
- 19. 202020 © Informatica Example LinkedIn Campaign for Contact Acquisition More Conversions Increased Efficiency Spray-and-Pray 3rd Party Intent Only AI + Intent Spray-and-Pray 3rd Party Intent Only AI + Intent +2.3x Post-Click Conversion -2.6x Cost-per-qualified lead
- 20. 212121 © Informatica Overall Results Decrease in Cost-Per-Quality Contact
- 21. 22 © Informatica22 KEY TAKEAWAY: Relevant conversations work in B2B just as well as it works in B2C.
- 22. Future ABM Campaigns on Lattice Atlas
- 23. 24 © Informatica2424 Where Are We Headed… Awareness - Integrate micro-segments into ad exchanges - Use AI-based insights to drive website personalization Engagement - Integrate micro-segments into AI sales assistant - Feed segments into marketing automation for custom nurtures Conversion - Feed account insights into CRM for sales prep and prioritization
- 24. ` Thank You Steven Shapiro & Nipul Chokshi
Editor's Notes
- B2C has been doing this for 10+years B2C is relatively easy Typically influencing one person Ecommerce and product usage data enables deep digital data collection and deanonymization Buyers’ Groups Need to speak to 8-10 people with different needs, perceptions, and roles Many Business needs Many different (and potentially) competing business needs or problems to solve Best results come from knowing what’s relevant to user Difficult to know without product usage data, deanonymization, and other digital fingerprint
- The buyer journey is the process people go through to gain awareness, evaluate, and purchase a product or service Sales was responsible for “closing leads” Support was responsible for “onboarding, fixing issues, and making the customer happy”
- Our expanded desire to prospect and grow the Mid-Market will accelerate our need for Digitally-led buyer’s journey.
- Audience Segmentation Journey Selection Channel Activation
- \
- Enhance website traffic and trending analytics How A/B/C contacts are engaged on the website? Increase Revenue Cycle Quality and Acceleration What is the distribution of my A/B/C contacts in my revenue cycle stages? Optimize brand and demand engagement with high quality contacts across all channels How are my A/B/C contacts engaging across web, email, social? Online and offline? Broaden Profiling and Segmentation with data enrichment What install based technologies do my A/B/C contacts have in common?
- Statistics are the amount of lattice-scored leads scored A/B/C that turned into pipeline, and of that pipeline, how many turned into revenue won
- Talk about the power of the AI platform, how it helps with scaling (lattice best in breed for scoring, and this is the platform to drive next best action) opportunity to expand into use cases for this foundation we already have (AI-based scoring engine) and taking to the next level and saying now how do we use this to drive ABM and next best action at account and contact level. The foundational component of Atlas is the segmentation model. The segmentation and understanding who to talk to and what to say is what Atlas is providing us. Creating micro-segments, and understanding what the message should be to these targeted groups. Predictions - > Personalization.
- Example: LinkedIn Campaign run using Standard LinkedIn targeting data, Intent data and AI + Intent data
- There was a cost comparison between contacts that were acquired from a normal digital process versus the cost of acquiring a contact/opportunity that was identified/enriched by the Lattice Atlas platform (fit and intent data). This is how you make your $2M media buy behavel ike a $4M media buy “Do mosre with the same”
- Relevant conversations works in B2B just as well as it works in B2C
- Plan to run different kinds of campaigns on the Lattice platform moving forward