Delivering ABM ROI on a Small (or non-existent)...
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Delivering ABM ROI on a Small (or non-existent) Budget
Transcript of Delivering ABM ROI on a Small (or non-existent)...
Delivering ABM ROI on a Small
(or non-existent) Budget
Metadata is changing B2B marketing by placing AI and automation
instead of people at the center of marketing execution. The results are
predictable, always improving, and have clear ROI.
Property of Metadata.io. Do not distribute.
glsr.live/ABM
Property of Metadata.io. Do not distribute.
The #1 bottleneck for b2b marketing
execution is the human element
▪ Constantly hire more marketing ops
▪ Slow, error-prone manual execution
▪ Unused marketing tech, data & insights
▪ Only ~3% of marketing plays tested
▪ Unoptimized operation. Can’t correlate
ROI with marketing investments.
▪ CMO does not know what works,
no predictability or scale
Property of Metadata.io. Do not distribute.
What if the marketing tech stack operated
itself on auto-pilot using APIs and AI?
▪ Scale without hiring marketing ops talent
▪ Rapid execution at 100x, always learning
and no errors (0.01%)
▪ Fully utilized marketing tech, data &
insights. 100% of marketing plays tested
▪ Optimized operation. Clear ROI attribution
to marketing investments
▪ Predictable pipeline. CMO knows what
works and can scale accordingly
What if marketing ops could run on auto-pilot?
Property of Metadata.io. Do not distribute.
Jessie Johnson Research Director at Forrester
Leveraging AI and automation for continuous experimentation and
optimization allows marketers to scale their growth and eliminate
manual tasks and extends the idea of next-best action to drive optimal
demand marketing performance. This is the future of B2B marketing.
Property of Metadata.io. Do not distribute.
$ IN Marketing Investments
$ OUT Pipeline Generated (from Salesforce.com) Top Performing
Auto Deployed Campaigns
Simple View, Executes on Auto-Pilot. Optimizes
for Pipeline.
Marketing Ops Best Practices at 100x Scale
Property of Metadata.io. Do not distribute.
1 campaign = 1 hour
100 campaigns = 1 hour
Scaling campaign experiments to find to constantly
optimize for the best results
Property of Metadata.io. Do not distribute.
Why is this Ideal for Small Budgets
• Scale ABM100x without hiring another person
• Accuracy and Targeting – assurance that every dollar is allocated to the right prospects for the right accounts
• Maximum Campaign Efficiency - determines what is working and working what is not, giving time back to marketers
Use Case: DemandZEN
DemandZEN generates leads and sets meetings for sales teams, at target accounts ranging from Fortune 500 Enterprises down to mid sized businesses who meet your ideal customer profile, across every target sector possible – Finance, Manufacturing, Education, Health, Services, Technology, Travel, Leisure and more.
How Does DemandZEN use the technology? DemandZEN uses AI-powered Marketing Operations technology to automatically generate leads at scale. It leverages those leads to generate meetings for customers. Working across 5+ B2B technology clients (big data, AI, security, BI & reporting) to generate top of funnel awareness and leads
Case Study
Example
Customer Description: A DemandZEN client that offers an autonomous IT operations service
• Results:
• Predictable demand-gen engine where CPL < $100
• 100% percent increase in leads (compared to month 1)
• 200% increase in conversion rates (compared to month 1)
• 30% decrease in CPL (compared to month 1)
• Scaled lead gen at no additional costs
Dashboard Example
Example of Quarterly Results
Example of AI-driven Ideal Customer Profiling
