© 2019 eMarketer Inc.
Data-Driven Approaches for
Account-Based Selling
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Nipul Chokshi
Vice President of Marketing
Lattice Engines, a Dun &
Bradstreet Company
Douglas Clark
Global Director of
Public Relations
eMarketer
Sponsored content presented by
MODERATOR
October 23, 2019
Tech-Talk WebinarBegins at 2:00 PM ET
FEATURED PRESENTER
Steve Casey
Principal Analyst
Forrester
GUEST PRESENTER
4© 2019 Forrester. Reproduction Prohibited.
B2B buyers act more like consumers
Traditional B2B buyer
Source: “The Birth Of The B2B Consumer” Forrester report.
6© 2019 Forrester. Reproduction Prohibited.
Evolution is a
process.
Timing, pace, and nature of change will vary
by market and offering.
7
Digital Purchase
Preference
More than one-third of all technology buyers
today are already “fully formed” B2B
consumers -- using digital channels for initial
purchase.
35%
8
43%
43%
35%
43%
42%
74%
47%
33%
34%
43%
32%
36%
37%
37%
38%
39%
40%
40%
40%
46%
Peers
Vendor Conferences/Events
Technology Information Websites
Tech Analysts
Vendor Sales Phone/Email
Vendor Sales In-Person
Industry Conference/Trade Shows
Search Engines
IT Forums/Message boards
Tech Vendor Websites
Digital Buyers
Traditional Buyers
Top Vehicles Across Discover, Explore & BuyGlobal, Software Tech, Digital vs. Traditional Buyers
Source: Business Technographics Global Priorities and Journey Survey, 2018; N=1400 (Digital), 3021 (Traditional)
11© 2019 Forrester. Reproduction Prohibited.
Data-Driven Businesses Are Winning
Decisions
Source: Forrester Analytics Global Business Technographics® Marketing Survey
of businesses that consider data and
analytics to be a critical priority experienced double-digit growth
of businesses that consider data and
analytics to be a critical priority experienced double-digit growth
48%
22%Data and
analytics
Double-
digit
growth
12© 2019 Forrester. Reproduction Prohibited.
B2B marketers now have a “buy” optionInternally Developed Embedded CDPs Standalone CDPs
Advantages
• Unlimited scope
• Aligned to current business
requirements
• Process control
• Extension of existing
systems and workflows
• Native integration with key
systems of engagement
• Channel agnostic
• Dynamic omnichannel
activation and orchestration
• Single source of truth
Disadvantages
• High cost
• Long time to value
• Maintenance costs
• Non-core business
• Modest disruption to existing
systems and workflows
• Another source of truth
• Most disruptive to existing
workflows and systems
• Not yet “plug and play”
Ideal Buyer Profile
• Enterprise
• Advanced data
management maturity
• Responsive IT and
analytics resources
• Track record of successful
internal development
• SMB to enterprise
• Early to middle-stage data
management maturity
• Already have or considering
solution with embedded
CDP
• Mid-market to enterprise
• Middle to advanced data
management maturity
• Readily available data
integration/ development
resources
13
Toward a Single
Source of Truth
For the martech and salestech ecosystem.
Unified profiles = shared insights.
Marketers Aspire to Engage Across the Entire
Buyer Journey
Business
Need
Search for
Solution
Extended
Learning
Engage
Sales
Product
Purchase
Initial
Learning
Explore
Vendors
Solution Page
Views
Case Study
Page Views
…
Webinar
Attendance
Registration
on Website
Opens
MQL
SQO
Closed Won
Moving to CloudOffice365, Box, AWS,…
Change Network
Boundary
Open Customer
Portal
“Endpoint
Security”
“End User
Security”
“Malware
Detection”
McAfee
Bitdefender
Malwarebytes
1st Party AnonymousIntent Data
1st PartyIntent Data
CRM Data CRM/ERP DataBusiness Events /Lattice “Fit” Data
3rd Party AnonymousIntent Data
3rd Party AnonymousIntent Data
Buyer Journey
Data is…
Everywhere.
Not Accurate.
Hard to Manage.
30%
84%
12%
Marketing Budget Allocated
to Technology
Marketers report high
confidence in data
accuracy
Marketers say data
management is a key
weakness
What’s Needed is a Single Source of Marketing Truth
SEGMENTUSING ARTIFICIAL INTELLIGENCE
ACTIVATEACROSS CHANNELS
CONNECTALL CUSTOMER DATA
Customer Data Platforms Accelerate Digital
Transformations For Leading Companies
1
8
Fortune #579
$10B – Fortune #285
$15B - Fortune #189
$7B - Fortune #389
$11B - Fortune #281
$5B
$12B – Fortune #238
$161B - Fortune #9
$13B
$178B - Fortune #8
$7B - Fortune #424
$10B - Fortune #295 $10B – Fortune #302 $9B – Fortune #325
$13B - Fortune #222
$111B - Fortune #22$126B - Fortune #16
$7B $7B – Fortune #420
$24B - Fortune #122 $21B - Fortune #144$24B - Fortune #121$41B – Fortune #77 $20B Annual Revenue
$79B - Fortune #35 $62B Annual Revenue
$52B - Fortune #58
$6B - Fortune #452 $6B – Fortune #490
$11B
$12B Annual Revenue
3X 35% 3%
Measuring Impact Across their
Funnel
Faster Campaign
Lead Times
Lower Cost per
Qualified Lead
Greater
Engagement
More
PipelineHigher
Deal SizeIncreased Quota
Attainment
80% 2.3X 65%
A customer data platform increased our
agility while improving engagement
with our buyers.
Jonathan Gallagher
Director of Customer Experience
Accelerate Sales Success with the
Single Source of Market Truth
SEGMENTUSING ARTIFICIAL INTELLIGENCE
ACTIVATEACROSS CHANNELS
CONNECTALL CUSTOMER DATA
© 2019 eMarketer Inc.
Data-Driven Approaches for Account-Based Selling
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Nipul Chokshi
Vice President of Marketing
Lattice Engines, a Dun &
Bradstreet Company
Douglas Clark
Global Director of
Public Relations
eMarketer
Sponsored content presented by
MODERATOR
October 23, 2019
Tech-Talk WebinarBegins at 2:00 PM ET
FEATURED PRESENTER
Steve Casey
Principal Analyst
Forrester
GUEST PRESENTER