In this presentation from SaaSFest 2017, Guillame Cabane from Drift discusses the importance of leveraging automation and personalization to increase sales velocity.

1. I N T E N T D R I V E N A U T O M AT I O N
Guillaume “G” Cabane
VP OF GROWTH @DRIFT
ADVISOR @SEGMENT
With great personalization
comes great conversion

2. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
What I’ve been doing for the last 15 years.
Improving funnels to output more revenue
Creating an automated process that does
at scale what a human was doing

3. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
You want to automate sales
people, you must hate them!
Not true, I love them!
I married a saleswoman!

4. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
CRACKING THEIR SECRETS
Ask the right questions
Adapt their pitch to close
Gather data
Personalize
PROBLEM
Lack of personalization in marketing drives poor conversion
Lack of data = Poor personalization = Poor conversion

5. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Sell faster
More revenue at less cost
Get more leads
Charge more
Increase
conversion rate
Lower CAC
Automate
human
processes
Sales Velocity

6. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
SalesVelocityin$/month
Company size
5 50 200 1,000 10,000
4 Metrics of Sales VelocitySales Velocity Concept and Expectation
# Number of leads
# x
$ Average contract value (ACV)
$ x
% Conversion rate
%
L Time to conversion
L

7. SalesVelocityin$/month
Company size
5 50 200 1,000 10,000
I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Sales Velocity Concept and Expectation
Sales Velocity
Cost of sales
leadsUnprofitable

8. SalesVelocityin$/month
Company size
5 50 200 1,000 10,000
I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Sales Velocity Concept and Expectation
Sales Velocity
Cost of sales
leadsProfitable

9. SalesVelocityin$/month
Company size
5 50 200 1,000 10,000
I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Sales Velocity Concept and Expectation
Sales Velocity
Cost of sales

10. SalesVelocityin$/month
Company size
5 50 200 1,000 10,000
I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Sales Velocity Concept and Expectation
Sales Velocity
Cost of sales
leadsProfitable

11. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Company size
5 50 200 1,000 10,000
Sales Velocity Concept and Expectation
Sales Velocity
No Touch Low Touch High Touch
Cost of sales

12. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Company size
5 50 200 1,000 10,000
Sales Velocity Concept and Expectation
Enterprise
ABM
Self-Service
Marketing
Automation
ABM Wave
Data rich,
low volume
Good
marketing
and sales
Data poor,
high volume
Bad
marketing
and sales

13. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
“Most marketing tools and
strategies we rely on today are
suited for a world that no longer
exists.”
David Cancel,
CEO @ Drift

14. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Discover Fit & Intent
Create Relevant conversations

15. Dynamic Website
Power Chat
Frictionless Signup
Personalized Onboarding
I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Acquisition
Engagement
Signup
Activate
Conversion
IP
Email

16. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Dynamic WebsitePower ChatFrictionless Signup Personalized Onboarding
Name
Email
Role
Company name
jane.doe@segment.com
Jane Doe
Growth Specialist
Segment

17. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Dynamic WebsitePower ChatFrictionless Signup Personalized Onboarding
{

18. 0%
19%
38%
56%
75%
Low Medium Good Very Good
I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Low Medium Good Very Good
Won Opportunities
Dynamic WebsitePower ChatFrictionless Signup Personalized Onboarding
MadKudu Customer Fit
Percentage of Lead Types
79% of won opportunities
16% of leads make up

19. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Dynamic WebsitePower ChatFrictionless Signup Personalized Onboarding
MadKudu Customer Fit
SalesVelocityin$/month
Low Medium Good Very GoodLow Medium Good Very Good
Won Opportunities
Very Good
has 9x SV
than Good
Sales Velocity by Firmographic Lead Score

20. SalesVelocityin$/month
Company size
5 50 200 1,000 10,000
I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Sales Velocity Concept and Expectation
Sales Velocity
Cost of sales

21. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
GET IP
RETURNS DOMAIN
Collection before email capture

22. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Dynamic WebsitePower ChatFrictionless Signup
Send emailFirmographic ScoreGet IP Address Returns Domain
COMPANY OBJECT IF SCORE > 0.9
Hundred of high fit
companies per day
> 80% open rate
> 20% response rate

23. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Dynamic WebsitePower ChatFrictionless Signup Personalized Onboarding
Display LivechatFirmographic ScoreGet IP Address Returns Domain
COMPANY OBJECT IF SCORE > 0.9

24. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Dynamic WebsitePower ChatFrictionless Signup Personalized Onboarding
We’ve helped companies like Instacart,
Crate and Barrel, and IBM to integrate
tools like Mixpanel, GA, and GTM.
Want to schedule a demo of Segment?

25. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Dynamic WebsitePower ChatFrictionless Signup Personalized Onboarding

26. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Livechat Results
Dynamic WebsitePower ChatFrictionless Signup Personalized Onboarding
With dynamic data injection
80% of conversations are with high-value visitors
Strong reduction of time-to-demo raises sales velocity
5xCR

27. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Change
HomePage
Firmographic ScoreGet IP Address Returns Domain
COMPANY OBJECT
Dynamic WebsitePower ChatFrictionless Signup Personalized Onboarding

28. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Dynamic WebsitePower ChatFrictionless Signup Personalized Onboarding

29. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Dynamic WebsitePower ChatFrictionless Signup Personalized Onboarding
Scope of changes
Hero message
Signup CTA
Remove pricing link | customer fit
Inject supported technologies
Change customer logos | industry based

30. Dynamic Website
Power Chat
Frictionless Signup
Personalized Onboarding
I N T E N T D R I V E N A U T O M AT I O N
Acquisition
Engagement
Signup
Activate
Conversion
PROBLEM EXAMPLES VISION
Where can we go next?
IP
Email

31. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Discovering unexpressed
INTENT

32. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Email
Account, User and
Campaign Record
VISITED WEBSITE
SCORE PROSPECTING
COLLECTION ACTION
ACTION
ENRICHMENT & FIT SCORING

33. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Capture IP traffic of visits on
G2Crowd pages. Find company.

34. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Discover companies surging on specific topics
-> What are they reading about?
-> re-process all existing customers

35. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Mobile App data: extract release schedule
time
App version
3.7
3.8
3.9
Predict next major release.
PM will have pressure to succeed

36. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Web technographics: SDK install history
- 1 month after competitor install,
chance of POC failure -> “how’s
the POC going with x?”
- 10 month after competitor install,
warn them about contract renewal
- Multiple competitor install? “Can
we be part of your RFP”?

37. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Targeted email
campaign
Display iFrame of delivery
address
Request: do you
see a pool?
BOOLEAN VALUE
Custom data generation through
crowdsourcing

38. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Deliver coffeeBot data collection Create order

39. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
WEB TECHNOGRAHICS
TOPIC SURGING
MOBILE TECHNOGRAHICS
CUSTOM SITE SCRAPING
Email
Account, User and
Campaign Record
SCORE PROSPECTING
BUYING INTENT
REVIEW SITE

40. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
WEB TECHNOGRAHICS
TOPIC SURGING
MOBILE TECHNOGRAHICS
CUSTOM SITE SCRAPING
Chat
Email
Web content
Advertising
Account, User and
Campaign Record
Physical goods
Output Channels
VISITED WEBSITE
SCORE PROSPECTING
COLLECTION ACTION
Intent capture
Enrich & Fit scoring

41. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
WEB TECHNOGRAHICS
TOPIC SURGING
MOBILE TECHNOGRAHICS
CUSTOM SITE SCRAPING
Chat
Email
Web content
Advertising
Account, User and
Campaign Record
Physical goods
VISITED WEBSITE
SCORE PROSPECTING
Where Do We Go?

42. AI
I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
WEB TECHNOGRAHICS
TOPIC SURGING
MOBILE TECHNOGRAHICS
CUSTOM SITE SCRAPING
Chat
Email
Web content
Advertising
Account, User and
Campaign Record
Physical goods
Where Do We Go?
VISITED WEBSITE
SCORE PROSPECTING
+

43. I N T E N T D R I V E N A U T O M AT I O N PROBLEM EXAMPLES VISION
Visited
Website
Installed
Web Tech
Reading About
“Livechat”
Hiring Sales
Director
TIME
Demo
Request!
The Right Message at the Right Time
SCORE: 0.12
ADVERTISING:
Install {Tech} &
200+ Tools
Intent
SCORE: 0.33
EMAIL:
Discover the power of
great communication
Intent
SCORE: 0.61
Send branded gift
Intent
SCORE: 0.88
LIVECHAT:
Anything I can
help with?
Intent

44. I N T E N T D R I V E N A U T O M AT I O N
Acquisition
Engagement
Signup
Activate
Conversion
PROBLEM EXAMPLES VISION
Intent
The goal is to know
which company to
contact, when,
who, and through
which channel.
Completely
automatically.
IP
Email

45. I N T E N T D R I V E N A U T O M AT I O N
Guillaume “G” Cabane
VP OF GROWTH @DRIFT
ADVISOR @SEGMENT
Q&A
GET THE SLIDES:
DRIFT.COM#SAASFEST

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