Bilin Technology CEO Lin Wang talks about using artificial intelligence to enable programmatic account-based marketing, in this installment of the Martech Minute.

Q: Your company offers an artificial intelligence platform, you call it “B2B marketing powered by artificial intelligence,” and you also talk about programmatic account based marketing. Could you give us a brief overview of what that means for marketers?

Lin Wang: Yes, we’re powered by AI, we use NLP (natural language processing) to analyze billions of web pages across the Internet, and based on that intelligence we offer two solutions: one for marketing, and one for sales.

On the marketing front we use AI to analyze the content consumption of your programmatic ABM campaigns, and we actually analyze which content is consumed by your targeted accounts and give you a recommendation – is this content consumption in line with your campaign objective? And we recommend to which websites or domains that you should deliver your ad to be more efficient.

Q: Okay so you recommend on which sites you should be advertising to reach your target audience?

Lin Wang: Exactly, because you don’t want to have your B2B content or ad show in a gaming site or somewhere unrelated to your product or service. Ideally it will be shown in a place alongside with the article talking about a related product and service. You will see your marketing campaign will be more efficient and that’s one part of it.

And we also track if you have a target account list of let’s say a few thousand accounts, we also see how efficiently your ad has been reaching those accounts, and based on the account consumption, we also recommend if you should expand or selectively target another set of accounts that is showing interest or searching for your products on the internet.

Q: What kind of companies are you targeting with the Bilin Technology platform, is it big brands who are targeting large numbers of folks or is it smaller B2B technology companies?

Lin Wang: It’s all kinds, so far we have been successfully working with partners – through our partner ecosystem we serve a lot of big tech companies like IBM, Oracle, Cisco and Dell. And when we launch our product and go to market direct we would start serving smaller companies, startup companies who are willing to try new technologies, because we think our new NLP approach, you know, AI based, AI-powered marketing is very, very attractive and very cost-efficient for those new startups.

Q: Artificial intelligence is a hot topic and it’s getting a lot of press. Can you talk a little bit about what was the genesis for your artificial intelligence platform and applying it to marketing and specifically account-based marketing?

Lin Wang: Artificial intelligence had been used by my co-founder Jason Ye, he has a PhD in machine learning and also in NLP technology, and in the past three years we have used these technologies to analyze the open Internet. And we built our real-time bidding engine and we also analyze the social networks, and every bit of information that we can get from the internet about companies, from job postings to their social activity. Like if you post a social activity about a product on a website, our technology we detect that, and if anyone interacts with your content about your product and service or on any live job posting, this signal will be captured all by our AI engine and this AI engine will be fit into an algorithm that decides if the company has budget, or they’re looking to buy a specific product or service that is related to our clients. That’s how it works.

Q: Who in a marketing organization is going to be the main user for your platform?

Lin Wang: On the marketing side it will be from the CMO to the account based marketing operator, and demand gen can find their way to use our product. Our AI engine powered by our AI technology discovers all the signals that I just described and generates high quality leads that are ready to buy. And for each lead we not only have info on the individual, we also give you insights into what types of products they are looking for. You know, are they only looking for your product, or are they also interacting with your competitor, comparing your product with your competitor’s product. So all those insights will go into the leads, and it will be extremely helpful for your lead gen marketers, and inside sales people. When they talk with clients they can talk with confidence and know exactly what the client is looking for. So we found those insights are extremely helpful and very efficient.

Q: I’m assuming that your platform is connected to the leading marketing automation or CRM systems to be able to get all that information back and forth?

Lin Wang: Yeah, that information can be integrated into many popular CRM and marketing automation systems easily. It will be delivered in the format you want, you know it can be also integrated directly and automatically fed into the other systems.

Q: What is the best way for interested marketing or sales technologists to get in touch with you? Do you have a trial period or a proof of concept that you can set up?

Lin Wang: Yes, we are in the process of setting up our website that a user can just use a credit card and log in and start to try our entry-level product, because the programmatic ABM analytic part that can be a free trial, and if they are interested in our other products, for lead gen and the AI engine, you talk to our Sales reps who can give them a free trial period.

Thanks for viewing this installment of the Martech Minute! If you’d like to learn more about how Bilin Technology is using artificial intelligence to enable programmatic account-based marketing, visit their website at www.bilintech.com.

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