Post on 17-Jul-2020
W E L C O M E
Scaling insight – the key to unlocking ABM
success – without breaking the bank
Don’t Forget – ask questions via the app @EnigmaMarketing
Great things happen when insight comes alive Great things happen when insight comes alive
NOT JUST ANY
SANDWICH→
@EnigmaMarketing
Great things happen when insight comes alive Great things happen when insight comes alive
A REAL ABM SANDWICH→
MARKETING
SALES
X 9 VERTICAL MARKETS = 9
X 2 SUB-SECTORS = 18
X 8 PERSONAS = 144
X 6 MESSAGING VARIATIONS (FOR SUB SECTORS) = 864
X 14 UNIQUE ASSETS = 12,096
X 3 ASSET VARIANTS = 36,288
X 6 LANGUAGES = 217,728
Great things happen when insight comes alive
IT IS BECOMING HARDER
Source: Gartner -The New B2B Buying Journey insights 2019
“The typical buying group for a complex B2B solution involves 6 to 10 decision makers‚ each
armed with four or five pieces of information they've gathered independently and must de-conflict
with the group”
Great things happen when insight comes alive Great things happen when insight comes alive
THE BUYER JOURNEY
HAS CHANGED -
FOREVER →
Source: Gartner -The New B2B Buying Journey insights 2019
Great things happen when insight comes alive Great things happen when insight comes alive
ALIGNING THE BUSINESS →
MARKETING
SALES
Great things happen when insight comes alive
ABM→
Anyone
But
Me
Great things happen when insight comes alive @EnigmaMarketing
Great things happen when insight comes alive Great things happen when insight comes alive
HOW MANY OF US ARE
SCALING OUR ABM?→
Source: 2018 account based marketing census – B2B Marketing
Great things happen when insight comes alive Great things happen when insight comes alive
KNOW AS MUCH AS YOU CAN →
The importance of
insight
Great things happen when insight comes alive Great things happen when insight comes alive
SO HERE IS MY
SANDWICH→
@EnigmaMarketing
@EnigmaMarketing Great things happen when insight comes alive
Great things happen when insight comes alive
MAKING IT PRACTICAL
5,030 variables!
Sectors Sub
Sectors Personas Messaging Variations
(sub sector) Asset Details Variants Personas Sectors/sub
sectors Variations Languages TOTAL 1. Financial Services 3 3 9 Hub TAM HUB 1 1 1 1 6 12
2. Oil & Gas 1 3 3 DM CXO DM Pack (to sub sectors) 2 1 16 32 6 192
3. Industrial 1 3 3 Marketing EDM Marketing EDM (to sub sectors) 8 3 16 384 6 2304
4. Food & Beverage 2 3 6 Sales EDM Sales EDM (to sub sectors) 8 3 16 384 6 2304
5. Construction 3 3 9 Whitepapers CWS - (to verticals) 2 1 9 18 6 108
6. Transport 2 3 6 Case Studies Discovery & Automation 2 1 1 2 6 12
7. Retail 1 3 3 Case Studies CWS - (to verticals) 1 1 9 9 6 54
8. Basic Materials 1 3 3 Factsheets Discovery & Automation 2 1 1 2 6 12
9. Health Care 2 3 6 Infographic CWS 2 1 1 2 6 12
16 48 Customer PPT CWS - Proposition PPT 1 1 1 1 6 6
Video CWS 1 1 1 1 1 1
Brochure CWS 1 1 1 1 6 6
Anylsts Report CWS 1 1 1 1 6 6
Cost calculator Discovery Alogrythim 1 1 1 1 1 1 @EnigmaMarketing
13
Objective: Drive deeper customer engagement with sales and marketing alignment for greater Complete Website Security (CWS) solution opportunities.
•Strategy
• Targeting 1,500 core accounts globally.
• Data segmentation into 3 core personas (Biz, Tech, Ops) and job titles split by the 2 buying centers.
• 3 streams of activity targeting each persona along the buyers journey, with messaging aligned to customer challenges and pain points, persona and buying center.
• Communications incorporate personalization by individuals name, company name, persona imagery and contacts geo/region imagery.
• Monthly activity schedule distributed via Eloqua and LinkedIn, supported by CWS assets refresh including a central customer Content Hub and sales enablement assets.
Live themes
• Evolve your Website Security
• The Future of Website Security
• Suckfly: Revealing the secret life of your code signing certificates @EnigmaMarketing
Technology Persona. Technology Persona. Technology Persona. Operations Persona.
Operations Persona. Business Persona. Business Persona. Business Persona.
@EnigmaMarketing Great things happen when insight comes alive
@EnigmaMarketing Great things happen when insight comes alive
@EnigmaMarketing Great things happen when insight comes alive
Great things happen when insight comes alive
Great things happen when insight comes alive
Account level
Banking
Account 1
Account 2
Account 3
Account 4
Account 5
Account 6
Account 7
Account 8
Account 9
Account 10
Account 11
Account 12
Account 13
Account 14
Account 15
Account 16
Account 17
Account 18
Account 19
Account 20
Account 21
Account 22
COMPETITOR DISPLACEMENT - ACTIVATION FRAMEWORK →
Account level Industry Status Persona level Comms
Telco
Gaming
Utility
Retention
Winback
Retention
Winback
Retention
Winback
Retention
Winback
Senior
Business
ITDM
IT Influencer
Banking
Telco
Gaming
Utility
Video DM
DM
White paper
Landing page
Emails x 2
InMails
Sponsored updates
Sales Enablement
@EnigmaMarketing
Great things happen when insight comes alive
Sources Accenture - INSURANCE | Digital Transformation Remaking an Industry
Deloitte – 2019 Insurance Outlook
Digital/McKinsey - Digital disruption in insurance: Cutting through the noise
KPMG - Insurtech 10: Trends for 2019
PwC - Insurance trends 2019
Great things happen when insight comes alive
FINACIAL SERVICES
& INSURANCE
ABM PROGRAMME
• Insurance and
Banking
• CIO, CTO, CFO
• Hero content –
Thought leadership
white paper
• Curated not Created
• Direct mail
• Infographic
• Aminated video
• Content hub
• Highly personalised
@EnigmaMarketing
Great things happen when insight comes alive Great things happen when insight comes alive
KEY TAKEAWAYS →
@EnigmaMarketing
Great things happen when insight comes alive Great things happen when insight comes alive
DON’T STOP
ALWAYS-ON PILOT FIRST
DON’T
UNDERESTIMATE
THE VALUE OF
HUMAN
INTERACTION
USE A BLUE PRINT
FOR SCALING
SELECT TARGET
ACCOUNTS
CAREFULLY
KNOW YOUR
CUSTOMERS
(INSIGHT AND
DATA)
@EnigmaMarketing
DIFFERENT
PERSONAS ARE
LIKELY TO FACE
CONSISTENT
CHALLENGES –
LEVERAGE THIS!
VALUE THE
IMPORTANCE OF
INSIGHT GAINED
FROM DESK-
BASED RESEARCH
A N Y Q U E S T I O N S ?
@EnigmaMarketing
Great things happen when insight comes alive Great things happen when insight comes alive
Thank you!