Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or

distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

Transforming Your Revenue Engine:

How Verizon Uses AI and Intent Data to

Accelerate Growth

More data is available now than ever about your buyers

Firmographics Web ClicksSearch and IntentBusiness

Change and

Growth

Social ActivityTech Footprint

Outside your company

Inside your company

Product

Usage

Training SupportMarketing

Response

Transactions CRM

Key Challenge: Making data usable and available in real-time

CLEAN AND DE-DUPE AGGREGATE AVAILABLE IN REAL-TIME1 2 3

Lattice enables you to

accelerate revenue

by providing

complete knowledge

about your customers.

It All Starts with Data

Businesses globally200M+

21,000+ Buying signals per business

Domains tracked100M+

Interactions tracked daily1B+

The Lattice Data Cloud provides the world’s largest source of B2B buying signals.

Data refreshReal-Time

Using AI, Lattice identifies which attributes make up a good target

Lattice makes the analytics and data available in your execution systems

ADS/WEBMARKETING

AUTOMATIONCRM

Examples of AI-Powered Sales and Marketing Plays

LIST ACQUISITION

CAMPAIGN

TARGET ACCOUNT

SELECTION &

PRIORITIZATION

TARGET ACCOUNT

AWARENESS CAMPAIGN

INTENT-TRIGGERED DIRECT MAIL OR

AD CAMPAIGN

COMPLEMENTARY

PLATFORM

ENGAGEMENT

CAMPAIGN

COMPETITIVE

SOLUTION

ENGAGEMENT

CAMPAIGN

ACCOUNT

ENGAGEMENT SALES

TRIGGERS

SCORE-BASED MQL IDENTIFICATION SALES CALL PRIORITIZATION

INTENT-BASED MQL ACCELERATOR

CAMPAIGN

CROSS-SELL/ UP-SELL WINBACKS RETENTION

High Growth Brands are Achieving Success with

Lattice

200+ DEPLOYMENTS GLOBALLY

Fortune 500 Companies Are Achieving Success

with Lattice

Fortune #466

Fortune #14 Fortune #41Fortune #26

Fortune #203

Fortune #125

Fortune #303

Fortune #465 Fortune #527

Fortune #243

Fortune #579

Fortune #47

Fortune #144

Fortune #443

Fortune #264

Fortune #73

Fortune #199

Fortune #140

Fortune #12

Fortune #124

Fortune #336

Fortune #61

Fortune #154

Fortune #223

200+ DEPLOYMENTS GLOBALLY

Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or

distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

The Verizon team

Brian Shaner, Director

Demand Gen

David Zahner, Sr. Manager

Business Development

Verizon Confidential and Proprietary ©2017 All Rights Reserved

Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or

distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

Who is Verizon Enterprise Solutions• Verizon is the #1 Telecommunications giant

• Fortune #14 company

• VES caters to enterprise business markets

• Focus on digital transformation

• 10,000+ customers

• 100s of products

• 1000s of sales reps

Verizon Confidential and Proprietary ©2017 All Rights Reserved

Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or

distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

Why did we need to transform in the first place? What did we need to fix in our revenue process?

Verizon Confidential and Proprietary ©2017 All Rights ReservedVerizon Confidential and Proprietary ©2017 All Rights Reserved

Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or

distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

Choosing the right predictive vendor

• Availability of external signals

• Intent data for earlier visibility

• Ability to leverage internal models

• Flexibility and know-how

• Security and compliance

Verizon Confidential and Proprietary ©2017 All Rights ReservedVerizon Confidential and Proprietary ©2017 All Rights Reserved

Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or

distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

Our team

Verizon Confidential and Proprietary ©2017 All Rights Reserved

Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or

distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

Three Use Cases

• Account-Based Marketing

• Cross-sell/upsell

• Prioritizing leads

Verizon Confidential and Proprietary ©2017 All Rights Reserved

Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or

distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

• Identify and prioritize target accounts based on:

• Look alike modeling on wins

• High Value Accounts

• Use Fit + Intent data for engagement

First Use Case: Account-Based Marketing

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Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or

distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

• Cross-sell and up-sell into existing customer base

• Operationalize internal models

• Leverage Lattice + VZ data for segmentation

• Enable sales

Second Use Case: Cross-sell

Verizon Confidential and Proprietary ©2017 All Rights Reserved

Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or

distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

Third Use Case: Prioritizing Leads

Verizon Confidential and Proprietary ©2017 All Rights Reserved

A B C

Call

Priority 1

Call

Priority 2Nurture

Leads

Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or

distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

• Tradeshow

• White Space

• Content Syndication

• Outbound Telemarketing

Third Use Case: Prioritizing Leads

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Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or

distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

2017 YTD team results

MOL

MQL

SQLTCV

11.4 percent(59.7 percent YoY)

64.9 percent(66.4 percent YoY)

Verizon Confidential and Proprietary ©2017 All Rights Reserved

Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or

distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

Lessons learned

1. It’s important to dedicate resources to your predictive

analytics efforts

2. Have the end in mind early; who will use and consume

the results

3. Results can and will vary; keep experimenting

and learning

4. Have fun

Verizon Confidential and Proprietary ©2017 All Rights ReservedVerizon Confidential and Proprietary ©2017 All Rights Reserved

Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or

distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

What’s next with Verizon and predictive

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Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or

distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

Thank you.