Transform to ABX - Webinar 5 - ABX + GenAI Slides.pdf
Download the slides from the webinar.
© Folloze 2023
Transform to ABX Now When ABX Met AI: A Folloze Love Story 💕
Wednesday, December 13th, 2023
© Folloze 2023
Speakers
David Brutman Chief Product Officer & Co-founder at Folloze
Kristi Tutt Digital Marketing Specialist at
Folloze
Mary Gilbert CMO at Folloze
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Webinar Objectives / Agenda During this webinar you’ll learn how to effectively:
The best way to leverage AI to supercharge your content marketing
Ways to quickly introduce AI into your workstreams and how to avoid the most common pitfalls
How Folloze AI is shaping the future of B2B buyer and frontline marketer experiences
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The Perfect Match Aligns to Your Goals
INSIGHT ● Uncover buyers with persistent identity
● First party intent to guide the next best action
● Fully integrated with CRM/MAP/ABM platforms
AGILITY ● Campaign execution in minutes, not days
● Usable by everyone on the GTM team
● Speed-to-market advantage
ENGAGEMENT ● Personalized, engaging digital experiences
● Supports full customer life cycle use cases
● Orchestrates plays across marketing and sales
Phase 1 Goal: Do More with Less.
Scale content marketing from production through promotion.
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The Dating Process: Doing the Work!
AGILITY
ENGAGEMENT
INSIGHT
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The Outcome: It’s a Fit. Let’s Go Further!
INSIGHT ● Our call reports have become a
source for deep keyword and
messaging refinements
AGILITY ● Post Webinar Editing Time: hours, not weeks
● MOFU Campaign up in 3 weeks.
ENGAGEMENT ● 50% increase in
executive-to-executive
meetings booked within
the first week
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How to Find Your Match:
AI Tool Testing 1. Sign up for free trials and USE THEM.
2. Where in the content process can you use it?
● Content Creation ● Content optimization ● Content Curation and Research ● Content Personalization ● Content Distribution and Engagement ● Analytics & Reporting
3. Ethical Considerations
4. Integration and Compatibility
Use our template to test tools here.
https://docs.google.com/spreadsheets/u/0/d/1I3nwIsaH_V9b7l5CQGudYqHgVos-ZS49Ls178La9TM0/edit
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AI Resource Board
● It’s living and breathing
● Creating easy to follow guides and videos
● 👀 Focus: ways to repurpose all of our content to use across all channels
● We will continue to update the ChatGPT
role specific prompt list
Helping Others Find the Love
https://engage.folloze.com/ai-resources https://docs.google.com/file/d/1tC-0Jsn-ehflnPsBOyxrB6BHuvV77uvy/preview
© Folloze 2023
The Perfect Match Aligns to Your Goals
INSIGHT ● Uncover buyers with persistent identity
● First party intent to guide the next best action
● Fully integrated with CRM/MAP/ABM platforms
AGILITY ● Campaign execution in minutes, not days
● Usable by everyone on the GTM team
● Speed-to-market advantage
ENGAGEMENT ● Personalized, engaging digital experiences
● Supports full customer life cycle use cases
● Orchestrates plays across marketing and sales
Phase 1 Goal: Do More with Less.
Scale content marketing from production through promotion.
Phase 2 Goal: Driving real business value.
Boost outcomes across all GTM motions.
© Folloze 2023
Marketer Performance Generate and assist marketers in delivering high quality, contextual, marketing assets
Buyer Engagement Drive relevance and new engagement forms to drive interest and loyalty
Customer Intelligence Understand intent, topics of interests to boost conversion and next steps
AI is Transforming Business Boosts outcomes across all GTM Key Aspects
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● Improve the quality of engagement ● Strategize relevance via Personalization and AI ● Combine relevance for content, messages and CTAs ● Use both personalization methods (automation) and AI to optimize results
The ABM + AI Playbook Optimizing Engagement
Example
Top Messaging Personalization by Industry
Thought Leadership Personalization by Intent
Related Content via AI
Offer use case based Personalization
Account team personalization by account)
Benefits Personalization by Industry
Features No personalization
Industry Content Personalization + journey via AI
Personalization (assisted by AI)
human in the loop
Define data driven dynamic personalization, assisted by GeneratorAI
AI
no human in the loop
Recommend content journey based on behavior look-alike and content correlation
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Customer Intelligence Buyer Engagement Marketer Performance
GeneratorAI TagsAI + ContentAI
Folloze AI Release Plan
IntentAI
Released Coming SoonNow
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Phase 1: Amplify Engagement
ContentAI Relevant content On- Demand
Surface relevant content experiences tailored to the visitor, based on the Folloze AI behavior and content models
TagsAI Content Classification using Open AI
Analyze articles, PDFs and video content and generate classification to be used for engagement analytics, recommendation and
© Folloze 2023
Phase 2: GeneratorAI Scale and Improve personalized experiences
● Use template with segments, each segment is dedicated to an aspect of the board and buyer journey
● Benefits, features, Marketing message, promotion, …
● The GeneratorAI classifies each generated text based on the goal of each section
● Each section can be regenerated for more accuracy, text can be adjusted for style
● Benefits:
○ Boost board creation process
○ Improve creation of messaging for any campaign
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Phase 2: Scale IntentAI Act with precision
● Identify surging accounts to prioritize hot accounts based on first party data
● Learn topics of interest of account teams and individuals, build account interest maps
● View key stakeholders showing high level of activity
● The Benefits:
○ Prescriptive recommendations allow Marketing and Sales to focus on accounts likely to close
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Demo
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What’s next? From Chaos to Clari-ty: Kyle Coleman's Insights for Mastering 2024's Marketing Landscape
Join us on January 10, 2023 9 AM PST to hear how Kyle Coleman, the mastermind behind Clari's marketing moves, not only stayed afloat but surged ahead in this topsy-turvy world of B2B marketing chaos.
Contact the team here:
mary.gilbert@folloze.com kristi.tutt@folloze.com
linkedin.com/in/maryalicegilbert linkedin.com/in/brutman/ linkedin.com/in/kristitutt linkedin.com/company/folloze
Learn More About Folloze AI
Resources: AI Resource Board AI Testing Tool Template
mailto:mary.gilbert@folloze.com mailto:kristi.tutt@folloze.com https://www.linkedin.com/in/maryalicegilbert/ https://www.linkedin.com/in/brutman/ https://www.linkedin.com/in/kristi-tutt/ https://www.linkedin.com/company/folloze https://engage.folloze.com/ai-resources https://docs.google.com/spreadsheets/u/0/d/1I3nwIsaH_V9b7l5CQGudYqHgVos-ZS49Ls178La9TM0/edit