Introduction to AI and Anthropics

In this section, the speaker introduces their belief in the potential of AI and provides an overview of Anthropic as a leading provider of AI technology.

Introduction to AI Belief

• The speaker expresses their belief in the positive impact of AI on job opportunities.

• Emphasizes that AI will not replace jobs but rather enhance them.

Introduction to Anthropic

• Anthropic is introduced as one of the world's leading providers of AI technology.

• The speaker highlights the amazing capabilities of Anthropic's technology.

• Mention that participants will have the opportunity to experience using Anthropic during the session.

Overview of Claud's Capabilities

In this section, the speaker introduces Claud as a tool that can summarize key points, find loopholes and weak language, and assist with various tasks such as financial analysis, strategy development, content creation, and legal assistance.

Claud as a Multi-functional Tool

• Claud can be seen as a financial analyst, strategist, content creator, and legal assistant.

• It offers capabilities to analyze data, identify insights, target audiences, create personas and playbooks.

• AI-powered automation helps teams run faster by orchestrating and automating data flows across all channels.

Understanding Modern Go-to-Market Strategies

This section provides an overview of modern go-to-market strategies and how AI is transforming different aspects of Zoom info's operations.

The Impact of AI on Zoom Info

• Every part of Zoom info is changing due to the integration of AI.

• Unlocking insights from data is no longer the sole focus; AI now influences targeting audiences, creating personas, and developing playbooks.

• Engagement activities are also affected by AI. Content creation and orchestration can be significantly improved using AI capabilities.

Automating Data Flows for Modern Go-to-Market

This section discusses the importance of automating data flows across all channels in modern go-to-market strategies.

Moving Towards Automated Data Flows

• Many companies currently operate with fragmented data models and partially automated channel orchestration.

• The goal is to help companies automate data flows across every channel for more efficient operations.

• With the capacity provided by AI technologies like Claud, companies can achieve comprehensive automation in their go-to-market activities.

The Role of Unstructured Data in Go-to-Market Strategies

This section highlights the significance of unstructured data and its impact on go-to-market strategies.

Unstructured Data as a Valuable Resource

• AI enables the utilization of unstructured data in real-time decision-making processes.

• Traditionally, companies relied on structured data from sources like Zoom info and LinkedIn to inform their go-to-market strategies.

• In recent years, there has been a shift towards harnessing first-party data generated by companies themselves to gain deeper insights into target companies.

• The integration of unstructured data with structured data allows for more comprehensive and informed go-to-market approaches.

AI's Role in Go-to-Market Strategies

This section explores the role of AI as an integral part of go-to-market strategies.

AI as a Game-Changer

• AI is transforming the fabric of go-to-market strategies.

• It expands the focus from third-party and structured data to include first-party and unstructured data.

• Marketing and sales are expected to be the first areas where AI will have a significant impact.

• The combination of AI and human expertise can lead to increased efficiency, higher quality, and improved effectiveness in various go-to-market activities.

Leveraging Data for Effective Go-to-Market Strategies

This section emphasizes the importance of leveraging data for effective go-to-market strategies.

Utilizing Data for Various Activities

• Go-to-market practitioners engage in numerous activities that require substantial effort across both structured and unstructured data sources.

• Research suggests that marketing and sales will benefit greatly from incorporating AI technologies due to the potential for increased efficiency in content creation, data analysis, etc.

• The application of AI can enhance both efficiency (doing tasks faster) and effectiveness (achieving better outcomes) compared to human efforts alone.

Workshop Introduction: Applying AI to Workday Example

This section introduces the workshop's premise, which involves applying AI to a well-known company, Workday.

Workshop Objective: Applying AI to Workday

• The workshop aims to demonstrate the application of AI by merging public materials and data related to Workday.

• Workday is chosen as an example due to its familiarity and clear target personas (finance, IT, HR).

• The context of the company will be crucial in exploring the potential outputs achieved through the integration of AI technologies.

Enriching Data for Enhanced Insights

The speaker discusses the importance of enriching data at scale to gain a competitive advantage in areas such as account-based insights, targeting, segmentation, and content pivots. They emphasize the value of computed traits and custom attributes specific to each market.

Importance of Enriched Data

• Enriched data can unlock significant advantages in various aspects of business operations.

• Computed traits and custom attributes that are unique to a market provide valuable insights.

• These insights can inform decision-making in areas like account-based insights, targeting, segmentation, and content strategies.

Key Attributes for Workday

• Modernity of the tech stack

• HR team size

• Density of integrations with workday

• Hiring trends in HR and IT departments

Three Categories of Data

1. Core Company Data:

• Industry

• Employee count

• Account vertical

2. People Data:

• Mix of people at an account

• Background information on employees (previous companies, tech stack used)

3. Technographics:

• Installed technologies

• Competitors' presence

• Integration capabilities

Importance of Signals

• Signals indicate changes happening within a company.

• Signals are crucial for audience building and timing go-to-market strategies.

Building an Enhanced Ideal Customer Profile (ICP)

The speaker introduces the process of building an enhanced or supercharged Ideal Customer Profile (ICP). They discuss adding documents and website content to augment the ICP description.

Defining the ICP

• Start by defining the ICP using relevant documents.

• Consider factors such as industry, target accounts, employee count, etc.

Augmenting the ICP

• Add additional context to the ICP by incorporating website content from workday.

• Use publicly available information to provide more insights.

Adding Product Information

• Include additional files about workday's products to further enhance the understanding of their offerings.

• These files should provide a nuanced understanding of what workday does.

Utilizing ZoomInfo Data for Technology and Intent Signals

The speaker explains how to leverage ZoomInfo data for identifying relevant technologies, intent signals, and scoops related to workday.

Identifying Technologies

• Use ZoomInfo's taxonomy and data to identify relevant technologies associated with workday.

• Exclude workday itself as it is not the target for selling purposes.

Scoops Analysis

• Analyze scoops based on categories such as intent topics.

• Provide context and direction to ensure accurate outcomes.

Intent Topics

• Select intent topics that are relevant to workday.

• These topics will be used in building an intent signal targeting strategy.

New Section

In this section, the speaker discusses the process of developing an ICP (Ideal Customer Profile) by organizing information into sections based on personas, firmographics, technographics, intent topics, scoops, and a miscellaneous section.

Developing the ICP

• To create an effective ICP:

• Organize information into sections around personas, firmographics, technographics, intent topics, scoops.

• Include a miscellaneous section for any additional relevant information.

• This organized approach helps in synthesizing and bringing transformation across the business.

New Section

The speaker continues discussing the development of the ICP and mentions adding any other relevant information at the bottom.

Adding Information to ICP

• Add any additional relevant information at the bottom of each section.

• Start with personas and then move on to firmographics and technographics.

• Also include intent topics that have been identified as well as scoops.

• Miscellaneous section can be used for any other important details.

New Section

The speaker highlights the importance of seeking an integrated or unified Cloud platform for enterprise cloud applications like Workday.

Integrated Cloud Platform

• An integrated or unified Cloud platform is crucial for enterprise cloud applications like Workday.

• It helps in synthesizing and bringing transformation across the business.

New Section

The speaker introduces go-to-market engagement and differentiates it from go-to-market intelligence. They also mention having a centralized go-to-market plays team called "demand Squad" at Workday.

Go-to-Market Engagement

• Go-to-market engagement involves operationalizing go-to-market intelligence data into channels and running go-to-market plays.

• A play refers to a repeatable and scalable motion with unique elements tied to an audience.

• Workday has a centralized go-to-market plays team called "demand Squad."

New Section

The speaker explains the concept of a play as a recipe for engagement and mentions the importance of multiple touches across multiple channels.

Anatomy of a Play

• A play is a repeatable and scalable motion that includes unique elements tied to an audience.

• It acts as a recipe for engagement, involving multiple touches across multiple channels.

• Gartner suggests that about 12 different touches are required to expect a reply.

New Section

The speaker introduces ZoomInfo's library of B2B ideas for go-to-market plays and encourages teams to explore it for new play ideas.

ZoomInfo's Library of B2B Ideas

• ZoomInfo has published the largest library of B2B ideas for go-to-market plays at zoominfo.com/plays.

• Teams can access this library to find new play ideas if they are struggling to come up with their own.

• The library offers 75 motions that can be run on behalf of the entire go-to-market team.

New Section

The speaker discusses different flavors of plays, the importance of mixing up content styles, and the significance of data in content pivots.

Flavors of Plays

• Different flavors or types of plays exist, allowing companies to mix up content styles and approaches.

• It is important to consider various angles when creating plays.

• Data informs content pivots within these plays, leading to dynamic insights on a per-company basis.

New Section

The speaker emphasizes the importance of having an end-to-end workflow in go-to-market plays and mentions the combination of foundational and signal data.

Anatomy of a Flow

• An end-to-end workflow is essential in go-to-market plays.

• Combining foundational and signal data helps create a recipe for bringing all the data together.

• This informs audience building, segmentation, content pivots, and engagement with customers.

New Section

The speaker explains how context and data can be used to build content and discusses the comprehensive library of templates created by the speaker's team.

Building Content with Context and Data

• Contextual information combined with data helps in building relevant content.

• A comprehensive library of templates has been created to cover various types of messages.

• These templates consider different angles and prompts based on signals received from the data.

New Section

The speaker highlights the importance of an effective go-to-market message structure, including attention-grabbing elements, core content, and a call to action.

Anatomy of a Message

• A well-crafted go-to-market message should have attention-grabbing elements at the beginning.

• It should include a bridge to core content that explains what you do or why you're reaching out.

• An open-ended call to action is crucial for driving engagement.

• Best practices suggest avoiding outbound emails without a clear call to action.

New Section

The speaker discusses how data informs different content pivots across various channels, such as chatbot responses on websites.

Data-Informed Content Pivots

• Data plays a significant role in informing different content pivots across multiple channels.

• For example, when someone lands on your website, understanding their company's profile can help tailor chatbot responses effectively.

New Section

In this section, the speaker discusses the ability to play in any tone out of the box and how it used to take a long time or not happen at all. They also mention the importance of marrying art, data-driven targeting, and copy in ad campaigns.

Play in Any Tone Out of the Box

• The speaker highlights that now it is possible to play in any tone without much effort.

• Previously, this process would take months or might not even be feasible.

• This capability extends to ad campaigns as well.

• Marrying different art styles with data-driven targeting and copy is crucial for effective advertising.

New Section

In this section, the speaker explains how data can be used to inform ad creation. They also mention real-time conversations intelligence and playbooks that will be available due to integration with Chorus over time.

Using Data to Inform Ad Creation

• The speaker emphasizes using data insights to build effective ads.

• Real-time conversations intelligence and playbooks will be integrated into the system over time.

• Integration with Chorus allows for real-time access to insights and personalized responses.

New Section

In this section, the speaker discusses the exciting possibilities of having specific messaging for every company based on their unique characteristics. They review the anatomy of a play, which involves understanding a company's profile, activities, and temporal changes.

Creating Specific Messaging for Every Company

• The speaker highlights the excitement of being able to have tailored messaging for each company.

• Understanding a company's profile, activities, and temporal changes is essential in building effective messaging.

• The process involves gathering core foundational data about the company and using it to create a recipe for content creation.

New Section

In this section, the speaker moves on to discuss prompts that align with the frameworks previously mentioned. They mention different types of engagement and channels for which messaging can be created.

Prompts and Engagement Channels

• The speaker introduces prompt 8 as an example.

• They explain that they will provide Claude with a description of their intense signal targeting play to build messaging around it.

• The importance of demarcation tags is highlighted, providing context for understanding the prompts.

• The process involves ingesting information and gradually developing an understanding of the desired messaging.

New Section

In this section, the speaker focuses on email frameworks and cadence within an intense signal targeting play. They emphasize using dynamic data and placeholder variables to personalize email templates based on intent topics, technographics, and ideal customer profile (ICP) data.

Email Frameworks and Personalization

• The speaker discusses email frameworks within an intense signal targeting play.

• Dynamic data such as intent topics, technographics, and ICP data are used to personalize email templates.

• Placeholder variables are utilized to create templates that can be dynamically personalized by account.

• This approach saves time compared to manual personalization efforts in larger teams.

New Section

In this section, the speaker continues discussing email messaging within an intense signal targeting play. They highlight the insertion of dynamic variables related to intent topics, content recommendations, and key capabilities specific to each account.

Dynamic Variables in Email Messaging

• The speaker demonstrates how dynamic variables are inserted into email messaging.

• Intent topics are highlighted as dynamic variables that can be personalized for each recipient.

• Content recommendations and key capabilities can also be dynamically personalized based on account-specific data.

New Section

In this section, the speaker introduces the concept of developing messaging for different channels. They mention setting up a table to include email messaging, call scripts, and ad copy. The focus is on personalizing messaging for specific target accounts.

Developing Messaging for Different Channels

• The speaker sets up a table to include messaging for various channels.

• Email messaging, call scripts, and ad copy are mentioned as examples.

• The goal is to personalize the messaging for specific target accounts.

• Sample data from target accounts will be added to demonstrate the process.

New Section

In this section, the speaker discusses adding call scripts as a channel in addition to email. They mention adding some humor with funny jokes in the call scripts. The process of generating ad copy at scale is also highlighted.

Adding Call Scripts and Humor

• Call scripts are introduced as an additional channel alongside email.

• The speaker mentions adding funny jokes to the call scripts for added engagement.

• Generating ad copy at scale is emphasized as a significant advantage compared to traditional methods.

New Section

In this section, the speaker highlights their experience in building ad copy and expresses amazement at being able to do it at scale. They emphasize that this capability saves time and effort when dealing with larger target sets.

Building Ad Copy at Scale

• The speaker reflects on their experience in building ad copy over the years.

• Being able to generate ad copy at scale is described as mind-blowing.

• This capability significantly reduces time and effort when dealing with larger target sets.

New Section

The speaker discusses the efficiency gain of having all the message content in a text conversation and how it can be used for multiple personas.

Content Pivoting for Multiple Personas

• By developing message content in a text conversation, teams can efficiently target multiple personas.

• This approach allows for incredible efficiency gains and content pivoting around different personas.

• Requesting the same table of content for multiple personas and targeting specific signals can lead to effective content customization.

New Section

The speaker emphasizes the importance of targeting specific roles within an organization and encourages brainstorming on how to implement this approach at scale.

Targeting Specific Roles

• It is crucial to target specific roles, such as VP of Finance, when customizing content.

• Brainstorming on how to use this approach with larger teams and beyond just 10 target accounts is recommended.

• The speaker passes the discussion back to Ben to wrap up and discuss next steps and action items.

New Section

The speaker highlights the progress made from zero contacts to various types of data collected, including website content, job postings, intent topics, technographics, signal data, and persona data. They also mention the potential of using APIs for further enhancements.

Progress Made

• Starting from scratch, significant progress has been made in collecting various types of data.

• The list includes website content, job postings, intent topics, technographics, signal data, persona data, email copy ad copy chatbot content case studies.

• Using APIs can unlock even more possibilities for enhancing the capabilities of anthropic.

New Section

The speaker encourages viewers to consider implementing their own version of this approach using anthropic's APIs.

Call to Action

• Viewers are urged to think about how they can implement a version of this approach using anthropic's APIs.

• The speaker emphasizes the potential for engineering teams to achieve amazing results with anthropic.

• Implementing this approach tailored to specific needs and goals is the main call to action.

The language used in the summary and study notes is English, as per the given instructions.