![“Sales teams adopting AI are seeing
an increase in leads and
appointments of more than 50%
[and] cost reductions of 40%–60%”
– Harvard Business Review, Dec 2018](https://image.slidesharecdn.com/amgpandatadataeventv7-190320133440/85/Close-Sales-Faster-By-Combining-Data-Artificial-Intelligence-48-320.jpg)
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Close Sales Faster By Combining Data & Artificial Intelligence
- 1. P R E S E N T E D B Y:
- 2. CONFIDENTIAL Data You Have Today How to apply digital and competitive data to the sales funnel to increase relevant awareness and lead quality. Data You Can Get Show how B2B marketers have the opportunity to know and apply more about their customers today than ever before. Data Strategy Look at the data you have and quantify the value. Data Science Examples of how to create models for machine learning and AI. P R E S E N T E D B Y A M G & P A N D A T A Agenda
- 4. 68% of B2B buyers research on their own, online, before interacting with a sales person Forrester Business Technographics Global Priorities & Journey Survey (2017)
- 6. Sales Insights Key Customer Concerns Prospect Lists Trending Pub Topics Sources/ Influencers Top Trending Keywords for Topics Focus Keywords Products Competitor Traffic Channels Competitor Content Top Tasks Preferred Landing Pages Preferred Content Data We Had Access To
- 7. CONTENT Publisher Emails Landing Page ENGAGE REACH Google AdWords AQUATHERM EXPERTISE Paid Social White Paper Pardot Industry Publications Facebook & LinkedIn Nurture Series Printed Take- Away AHR Trade Show Related Regional Case Studies How We Used the Data
- 8. How It Performed Percent of Content Downloaders Qualified by the Sales Team
- 9. How It Performed More Cost-Effective Than Industry Average
- 10. 1/3 the Average Time to Close a Lead How It Performed
- 11. (Interacting with Content Further Down the Funnel) How It Performed Percent of Leads Have High Propensity for Sales Outreach
- 12. What Data We Have Now
- 13. Impressions Channel Engagement Social Shares Social Comments Clicks Click-Through Rate Landing Page Visits Landing Page Clicks Average Time on Site Bounce Rate Email Open Rate Email Click-Through Rate Paid Search Keywords Internal Search Queries Contact Form Starts Contact Form Bails Contact Form Submissions What Data We Have Now Key Data Points
- 14. Continue the Conversation Scale Results Test New Content Add Triggers Based on Engagement Continue Acceleration
- 16. Why Not Scale Success?
- 17. How do I Measure the ROI?
- 18. 52% of B2B marketers have either sub-par or non-existent ability to measure and analyze impact
- 19. 69% of B2B marketers are “somewhat” effective in demonstrating value
- 21. How we sell creates a barrier between us and our customers
- 23. The richest customer data is post-purchase ~20% account capture Customer Journey
- 24. But today we have the technology to see and engage between 75% and 100%
- 25. We Can Close the Loop on ROI
- 27. Simple Process for Closing the Loop on ROI 1 2 3 4
- 28. Simple Process for Closing the Loop on ROI List the post- purchase steps 1 2 3 4
- 29. Simple Process for Closing the Loop on ROI List the post- purchase steps 1 2 3 4 Call out challenges & blockers
- 30. Simple Process for Closing the Loop on ROI List the post- purchase steps 1 2 3 4 Call-out challenges & blockers Fix a challenge with an existing tool
- 31. Simple Process for Closing the Loop on ROI List the post- purchase steps 1 2 3 4 Call-out challenges & blockers Fix a challenge with an existing tool Connect the data to measure ROI
- 32. Example
- 33. Steps to Installing Pipe • Design pipe system • Find certified installers • Find the tooling • Install • Verify pressure • Test use1
- 34. Steps to Installing Pipe • Design pipe system • Find certified installers • Find the tooling • Install • Verify pressure • Test use2
- 35. 3
- 37. App allows contractor to locate tooling Connected Device4
- 38. Useful Tools Reserves tooling at provider Provide “how to” video content Validation tools Connected Device4
- 39. Store Data Pass data back into the CRM Make available to marketing Automate communication Useful ToolsConnected Device4
- 40. API Store DataUseful ToolsConnected Device4
- 41. API Store DataUseful ToolsConnected Device4
- 44. • Generate relevant awareness for more qualified leads that close faster • Design post-purchase experience that unlocks continuous/real-time end-buyer data • Connect technology to scale success and measure ROI Key Takeaways
- 45. Agenda Data Strategy Look at the data you have and quantify the value. Data Science Examples of how to create models for machine learning and AI.
- 46. Creating Sustainable Value with Data Science
- 47. Data Science Simplified Address specific business challenges Transform data to meaningful information Inform decisions that impact the bottom line Process Technology People
- 48. “Sales teams adopting AI are seeing an increase in leads and appointments of more than 50% [and] cost reductions of 40%–60%” – Harvard Business Review, Dec 2018
- 49. 77% of companies report that business adoption of AI initiatives remains a major challenge YET… – Forbes Technology Council, Mar 2019
- 50. Improve retention with intelligent customer service • 60,000+ comments from customers over 2 years • Disagreement on definitions & llimited trust • “Not my customers” excuse PAINS • Net Promoter Score improved by 20% on average across all channels • Developed organizational trust in using data to affect change OUTCOME
- 51. Qualify leads with digital behavior • Company sells through distributors • 600k visits / month & < 1% identified PAINS • Identified intent to buy in 3 months with 80% accuracy • Call to action integrated in website to identify anonymous users OUTCOME
- 52. Identify more leads with text analytics • Time-consuming lead- generation process • Sales professionals reading company descriptions to qualify prospects PAINS • Pre-qualify companies with +86% accuracy • Saved hundreds of hours a month OUTCOME
- 53. 3 Ingredients for Successful Data Strategy • Buy-In • Trust • Consistent Performance
- 54. 3 Ingredients for Successful Data Strategy • Buy-In • Trust & Adoption • Consistent Performance • Data driven by business leader • Data literacy & training • Data governance
- 55. Projects driven by ROI get buy-in Coordinate cross- functional working groups Address cultural boundaries to impact Start small & prioritize use-cases by ROI
- 56. Literacy creates a foundation for trust Identify and invest in your data champions Articulate assumptions & definitions Document data sources & quality
- 57. Governance maintains performance Performance continuously tested & documented Maintain & make trusted data accessible Data solutions and processes are versioned
- 58. Data Science is a team sport Scientist Stakeholder Analyst Engineer
- 59. How you can RISE to your data What decisions? Who will make them? RESULT Is there a quantifiable return? Is it worth the investment? IMPACT How will the solution be tested? How is success defined? SUCCESS Who will the solution affect? What regulatory risks are posed? ETHICS
- 60. Receive $100 off using AMG100