Audience Based Marketing (ABM)

Mary Hartman | @PPCHartman

“My sales team gave me these lead/prospect/account lists, nowwhat do I do with them?”

Mary Hartman: About

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● Industry Speaker | Sr. Account Manager

● Follow me @PPCHartman

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Mary Hartman: The Hanapin “SaaS Braintrust”

Your ABM Experience?

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Agenda

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● Define ABM: Purpose & Goal Setting

● Find the leads○ Resolve the data: Accounts drawn from Sales

○ Integrate & Track the data

● Pros & Cons of ABM Tech Choices:○ LinkedIn Ads & other a la carte “custom audience” ABM targeting choices

○ Programmatic ABM

● Lightning Round: Budgeting, KPI Goal Setting, Creative Choices

Wait…What is ABM?

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● A form of marketing that uses highly targeted, personalized campaigns to win over specific accounts.

ITSMA’s Definition:

● Rather than relying on blanket campaigns that are meant to appeal to an entire market, ABM treats “individual accounts as markets in their own right”

ABM in Layman’s Terms

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According to #FlipMyFunnel Terminus:

● “A focused approach to B2B marketing in which marketing and sales teams work together to target best-fit accounts and turn them into customers.”

What is ABM?

ABM Cuts Ad “Waste” & Targets High Value Leads

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ABM is Flourishing – And Becoming More Sophisticated

● Source: Forrester’s International B2B Marketing Panel (online survey results) 2017 & 2018

2017 2018

61%of those

companies now have a mature ABM program

36%With an established practice of ABM

Leads from Sales / CRM

Mary Hartman |

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Hold Your Horses!

Write Down:

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What Account Lists do I have?

What Account Lists do I want?

Whatever Vendor You Choose…

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● Never purchase a solution (technology) without a strategy

“ABM is not a product.

“ABM is a strategy.”

Find Your Target Accounts

Account / Contact Data 3rd Party Intent Data

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Find your Account Targets: In Your Own Database

Mary Hartman |

Start with valued customer / prospect attributes.

A collection of companies that face the same business challenges & pain points.

● Industry / Vertical● Size / Revenue● Location

Before You Start Running: Integrate the Data

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● Feed data into where you can evaluate success & report on KPIs:

○ Google Analytics or other analytics vendors○ CRM:

■ Salesforce■ Pardot■ Bizible

○ Inbound:■ Marketo■ HubSpot

Before You Start Running: Uncover Company Data

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Cost Fluctuates based on # of accounts/leads and integrations:○ $9-$80/month for apps with basic

functionalities, smaller lists.○ Leadfeeder:

■ Up to 100 companies for $53/mo■ Up to 3,000 companies for $359/mo

○ Clearbit Reveal: All company data■ $12,000 per year base price■ $24,000/year premium

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Sales Intelligence SoftwareTracks beyond your ABM marketing platform: Integrate for Reporting everywhere you possibly can.

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Import GA Audiences into Google AdsAccount characteristic targeting in search & display campaigns.

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Inexpensive Option: LinkedIn WebsiteAnalytics● Key drawbacks:

○ No hard numbers○ No conversion data○ No integrations

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The ABM Gateway Drug

LinkedIn: The ABM Gateway Drug

● Easy Startup: No minimums (outside of 1,000 min. audience size)

● Match target companies against 13+ million company pages on LinkedIn

● Target by company size

○ Similar target in beta on Facebook, but LinkedIn data is highly accurate.

● Layer by interests, job titles, seniority, etc.

● Exclude non-decision makers, segment by job function.

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LinkedIn Sales Navigator

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● Give salespeople the freedom to ID their own leads

● Prospects update their own information in real-time

● List built & auto updated in Custom Audiences – ready to use.

● Cost: $79.99/month

LinkedIn Sales Navigator

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LinkedIn Sales Navigator

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LinkedIn Demographic Reporting (by Company)

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LinkedIn Demographic Reporting (by Industry)

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LinkedIn Demographic Reporting (by Company Size)

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Mary Hartman | HUGE Audiences: Heck yeah!

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Beware of Broad Targets: Set Exclusions

● Current Customers

● Employees of your company(s) & competitors

● Irrelevant job functions

● Non-decision makers

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A Secondary Option: Facebook Custom Audiences with Company Size Layer● Facebook Categories > Business-

to-business enterprise employees○ Small: 10-200 (81m)○ Medium: 200-500 (26m)○ Large: 500+ (70m)○ *Sizes above in USA / Canada

● Narrow by B2B or intent specific interests

○ Companies / competitors / fringe services / technical interests / industry known companies

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The (expensive) Solution:Programmatic ABM

Good Programmatic ABM Vendors Layer a Variety of Data

1. Firmographic

2. Behavioral

3. Intent Signals

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2 Main Types of ABM Advg. Solutions

1. Publisher Network buyers:

○ Provide transparent and accurate data sources, but limited scope of delivery.

2. Third Party audiences:

○ Provide desired reach but have more opaque methods of audience building.

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Where does Programmatic ABM data come from?1. IP-Based Data Cloud:

○ Example: Dun & Bradstreet DUNS Number: ■ 300M+ business records■ 350M+ cookies and mobile device IDs■ Millions of contacts assigned directly to companies in the interface

2. “Intent factors” based on user interest / browsing activity○ Examples: Bombora, ZoomInfo. Data sharing (co-op), user contributions, web & profile sources.

3. Your own prospect data: ○ CRM, lead list imports for similar audience AI matching.

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Comparing ABM Methods

Custom Audience Do-it-Yourself ABM Pros & ConsCustom Audiences, fed into the platforms manually

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Pros● Low Start-Up Cost● Complete control of creative● Complete placement control● Integrations with CRM● Bid control

Cons● No Intent Signals or “Surge” IDs

○ Layering in Google In-Market or Affinity Audiences, Twitter Interests is an imperfect solution

● Firmographic Data can be limited● Reporting: Not a Closed Loop● Limited integrations● Limited placements● Unable to limit frequency by account

Programmatic ABMwith 3rd Party Intent Data Pros & Cons

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Pros● Intent Signals & “Surge” IDs● Customer Support for tracking, integrations● Automated creative: Copy based on

prospect ID & AI matching.● Integrations / Syncing with Salesforce,

Inbound Mktg, Google Analytics, etc.● “Lookalike” audience creation from CRM

data

Cons● 6-9 months of onboarding prep● Requires a company-wide commitment to

higher value leads.● Extremely high start-up cost (w/minimums)● Add-on products require additional fees

○ Example: DemandBase Analytics

● Some interfaces limit optimization (unable to control bids, exclude placements, etc.)

● Automation: Limited creative, campaign settings control, or placement control

● Transparency varies by vendor

ABM: Level of Commitment Needed by Level

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Measuring ABM Success

Measuring ABM Success

● Track 3-5 content offers down the entire funnel

○ Newsletter sign-ups○ Content downloads○ Video views / webinar participation○ Sales meetings / demos trails, etc.

● Focus on lead quality:○ MQLs / SQLs○ Decision makers○ Company attributes○ Intent

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Measuring ABM Success

Tracked KPIs should be a mix of “soft” brand-building and lead-gen.

● Path to purchase will be long.● CPLs are likely to be 30%-50%

more expensive● More sales qualified leads with

greater purchase power / revenue potential per lead.

● Measure High Funnel / Low Funnel Separately

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Recap

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● Start with Strategy: ABM is not a product, it’s a strategy!

● Define Audiences First: Current best-fit customers & Ideal Customer Profile

● Use data mining / integrations and track throughout the journey.

● Make use of LinkedIn: The ABM Gateway Drug

● Use pro/cons to identify your best fit solution.

● Measure success: Multiple KPIs across awareness / interaction / conversion

● Get your free ABM Checklist atHanapinmarketing.com/abm-checklist/

● Share the love!

● Follow me @PPCHartman○ I’ll be Tweeting out the deck link shortly!