发帖
雷达卡
by Shashi Upadhyay (Author), Kent McCormick (Author)
About the Author
SHASHI UPADHYAY is cofounder and CEO of Lattice Engines, a company delivering Artificial Intelligence applications to help businesses market and sell more effectively. He is a former data scientist at Cornell University and partner at McKinsey & Company.
KENT MCCORMICK is cofounder and VP of Innovation and Data Science at Lattice Engines, where he's responsible for setting strategy and innovation direction. Previously, he served as director of business operations at EMC and as a consultant at McKinsey & Company.
About this book
Turn data into revenue in the B2B marketing sphere
The Revenue Acceleration Rules is a unique guide in the business-to-business space, providing a clear framework for more effective marketing in an accounts-based environment. Written by a veteran in the predictive marketing sphere, this book explains how strategies typically used on the consumer end can be tailored to drive revenue in B2B sales. Industry experts offer advice and best practices, using real-world examples to illustrate the power of analytics and on-the-ground implementation of predictive ABM initiatives. Covering the complete spectrum from "why?" to "how?", this book provides an invaluable resource for B2B marketers seeking a step forward in the rapidly-evolving marketplace.
Business-to-business sales makes up roughly 45 percent of the economy, and the power of predictive marketing has been proven time and again in the consumer sphere. This guide is the only resource to merge these two critical forces and provide clear guidance for the B2B space.
- Supercharge your demand waterfall
- Align marketing and sales
- Learn best practices from industry experts
- Grow revenue with account-based marketing
Table of contents
Introduction
1 The CMO’s Challenge
The Fundamental Goals of Marketing
The Deconstruction of B2B
The App Explosion
Specialization Sustains Vanity Metrics
Deconstruction = Depersonalization
What’s a CMO to Do?
Opportunity for the CMO
2 ABM and AI
Benefits of ABM
Scaling ABM Requires AI
Winning Plays for Scaling Your ABM Programs
Summary
3 Data as the Foundation for ABM
Five Steps to a Robust Data Foundation
Common Pitfalls
4 AI as the Intelligence Layer
Defining AI
Definitions
Machine Learning Methods
Data, Data, Data
Getting the Data Foundations Right
Bringing All of These Things Together
5 Use-Cases Unveiled
Acquisition
Engagement
Conversion
Expansion
Finding Your Use-Case
6 Mapping Predictive to Your Business Models
Solution Area 1 (Freemium)
Solution Area 2A (Low ASP)
Solution Area 2B/C (Moderate ASP)
Solution Area 3 (SMB Focus)
Solution Area 4 (Large Number of Products)
Solution Area 5 (High ASP)
Bringing It All Together
7 Ten Steps to Successfully Accelerate Revenue with Predictive and AI
1. Get Buy-In from All Stakeholders
2. Start with One Use-Case
3. Define Success Measurements Clearly with a Real Operational Report
4. Get the Data Right
5. Invest in Training
6. Use an Agile Method to Fine-Tune Your Plan
7. Start Small, but Launch Big
8. Share Early Successes
9. Share Metrics in Weekly Meetings
10. Take a Staged Approach
Conclusion
8 Supporting the CMO’s Journey
Preparing Your Organization for AI
Appendix Buyers Guide to AI and Predictive Platforms
1. Data Quality
2. Data Breadth
3. Data Integration
4. Sales Interface
5. Enterprise Security
6. Transparency
7. Self-Service Modeling
8. Unlimited Modeling
9. Use-Case Flexibility
10. Real-Time Scoring and Enrichment
11. Customer Success Reputation
12. Track Record of Success
13. Vendor Viability
Length: 192 pages
Publisher: Wiley; 1 edition (May 22, 2018)
Language: English
ISBN-10: 1119371953
ISBN-13: 978-1119371953
Wiley__The Revenue Acceleration Rules_ Supercharge Sales And Marketing Through A.epub
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