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Account-Based Marketing Across the Funnel
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Transcript of Account-Based Marketing Across the Funnel
ABM ACROSS THE FUNNELHIGH PERFORMANCE ABM
Jessica FewlessSr. Director, Field and Partner Marketing, Demandbase
Mathew SweezeyPrincipal of Marketing Insights, Salesforce
FRI Metrics, Measurements and KPIs
Keys to Sales & Marketing Alignment SuccessTUESWEDTHURS
Building Your Target Account List
ABM Across the Funnel
MON ABM Fundamentals
@Demandbase #ABMwebseries
HIGH PERFORMANCE ABM WEBINAR SERIESEVERYDAY 10 AM PT
© 2016 Copyright Demandbase
JESSICA FEWLESSSr. Director, Field and Partner MarketingDemandbase@jfewlessB2B
MATHEW SWEEZEYPrincipal of Marketing Insights, Salesforce Salesforce@msweezey
TODAY’S PRESENTERS
AGENDA
• INTRO
• 5 KEY GAINS OF AN ABM STRATEGY
• EXAMPLES
• Q&A
5 KEY GAINS OF AN ABM STRATEGY
© 2016 Copyright Demandbase
LEADS AREN’T VALUED…
- Miller Pierce, 2014 VOC Study
50% of marketing generated leads are
never followed up by sales.
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SO IMAGINE IF…
Sales and Marketing focused on
the same list.
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THE ABM REVOLUTIONPAST NOW
VOLUME QUALITY BUSINESS METRICS
low conversion quality data high conversion Incomplete data
VANITY METRICS
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SMARTER MARKETING WITH ABM
Collaboration vs. Conflict
Quality vs. Quantity
Efficiency vs. Wastefulness
Proactive vs. Reactive
Intelligence vs. Leads
You are on the right track when
5 KEY GAINS OF AN ABM STRATEGYEXECUTION
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PLANNING
Set a forecast based on relevant metrics
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METRICS THAT MATTER
Pipeline Opportunities
Reach/Engagement
Website Lift
Conversion Rates
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SELECT YOUR MARKETING MIX
ADVERTISING
EVENTS
SOCIAL MEDIA
FIELDMARKETING
CONTENTSYDICATION
SEM
SEO
MARKETINGAUTOMATIONOUTBOUND
DIRECTMAIL
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THEMES FOR EVALUATION
Focus on where your accounts are
Focus on marketing mix that will move them through the buyer’s journey
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INVOLVE YOUR SALES TEAM
Where do you focus…• You identify through data? • Sales tells you?
Execute – Review – Revise
BOTH!
5 KEY GAINS OF AN ABM STRATEGYEXAMPLES
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#1 SALES ENBLEMENT (collaboration)
Email Desk DropInternal Assets
Sales needs to be told what’s new, don’t expect them to ask
Same Message
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EMAIL – onboarding Launching a new white paper, webinar series, or other large content asset?
Think about rolling this out with ABM and sales enablement. The ABM program is already running, but how does your sales team know about it, or know the value of it?
You Have To Tell Them.
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50% of best in class marketers use email
onboarding. Only 1% of under performers do.
“
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EMAIL - Onboarding
DAY 1targeted email
DAY 4 targeted email
DAY 7 targeted email
3 Day Pause
3 Day Pause
3 Day Pause
Add all sales people who’s accounts are
covered
Key factors to include
• Copy and paste templates• Click – to – tweet • How to pitch it • The value it has and who it is for • The goal of the asset
© 2016 Copyright Demandbase
EMAIL Pre-Built TemplatesSet up in your MAP
• When assigning tasks to reps, ensure you have the correct templates for them to already use
• These must be created with their help, if not they won’t be used (collaboration once again)
• Use a naming convention
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DESK DROP Old School
Create an attack plan for them
• Flow of the campaign • Goals of the campaign • How it will be evaluated
This month’s Attack plan
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INTERNAL PROGRAMSMAP Use your MAP to automate actions
• Use journeys in combination with moving leads through, but also in creating tasks for the sales people to do
• Example: Their account score increased by 10 points, so set up a task for them to call and offer the new asset.
This month’s Attack plan
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#2 DYNAMIC OMNI-CHANNEL (proactive)
WEBSITE EMAILADS
Same Message Across ALL Channels
Same Message
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CONTEXT IS MOMENTARY
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AVERAGE PAGE VIEWS PER SESSION 1.7
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DYNAMIC CONTEXT
416% Increase in Demo’sThe idea of Zero Click is to be able to completely change the experience you are presenting to someone based on a variable you know about them. This can be an IP address, a lead score, a buyer persona, etc.
They use ABM to change the headline
and the image to match to different target industries.
They use Marketing
Automation to nurture each
persons interest
They use high end analytics to track the
website overall performance.
NEW OPPS WITH 1/6 OF THEIR
TARGET ACCOUNTS IN 5 MONTHS = $47M
in pipeline
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#3 ZERO WASTE A New Idea in Marketing – Zero Waste
ONE TO ONE IN REAL TIME
WEBSITE EMAILADS
© 2016 Copyright Demandbase
WASTE… If you are targeting a person, and you place an ad where others see it, that is called waste.
So if you are only wanting to target one person, yet paying to target 10,000 you have a massive amount of waste.
THERE IS A BETTER WAY. An ad in a magazine has a ton of ‘waste’
© 2016 Copyright Demandbase
REAL TIME BIDThe ability to buy one ad for one person, in real time.
This is the power of all modern advertising platforms, and how things such as ‘re-targeting’ work.
The power now is now in our hands to use to target accounts in real time.
An ad placedvia RTB
has zero waste
THE NEW SALES AND MARKETING MODEL TERRITORY 1ST
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A TERRITORY APPROACHEach territory is different so why isn’t your marketing?
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PARTNERSHIP IS KEY
Focus on the best opportunities in each city
Build the programs that are needed
Provide a consistent presence in the territory
1.
2.
3.
EVENTS, EVENTS EVERYWHERENEW CRITERIA
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HOW DO YOU CHOOSE?
• % Target accounts in attendance?• Volume/Size of oppty attending?• Speaking slot?• Ancillary events?• Industry focus?• Other?
Know what makes for a successful event
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COLLABORATION WITH SALES
By doing this you will…• Shield yourself from chasing all requests• Get air cover from sales leadership• Get better buy in from Sales• Make you look like a true partner!
Establish goals, timelines and messaging WITH Sales
SUMMARY
© 2016 Copyright Demandbase
WHERE IS THE BIGGEST SHIFT?
Collaboration vs. Conflict
Quality vs. Quantity
Efficiency vs. Wastefulness
Proactive vs. Reactive
Intelligence vs. Leads
Collaboration with Sales takes time, but it’s worth it!
Q&A
THANK YOU
#ABMwebseries@Demandbase