Post on 07-Feb-2017
transcript
©2015 EverString
A practitioners approach to building an ABM plan
Jim Walker, VP Marketing :: June 2016
©2015 EverString2
WHAT?
©2015 EverString
Website
Marketing Activities Across Lifecycle
Search Engine Marketing
Banner Ads & Retargeting
Nurture Emails
Website
EverString Outbound
Broad Scale Events
Field Marketing
ACQUISTION
ACQUISTION & AWARENESS
EDUCATION & AWARENESS
Social
CustomerOPPSQLSALMQLMELOpen
©2015 EverString
Website
Marketing Activities Across Lifecycle
Search Engine Marketing
Banner Ads & Retargeting
Nurture Emails
Website
Outbound
Broad Scale Events
Enterprise Marketing
ACQUISTION
ACQUISTION & AWARENESS
EDUCATION & AWARENESS
Social
CustomerOPPSQLSALMQLMELOpen
ABM
EverString
©2015 EverString
Components of your plan
Your target account list Data preparation and discovery Account based “personalized” messaging Defining your plays Engineering a new account based field org measure your success
5
©2015 EverString
Website
Using predictive to define an audience
Search Engine Marketing
Banner Ads & Retargeting
Nurture Emails
Website
Outbound
Broad Scale Events
Enterprise Marketing
ACQUISTION
ACQUISTION & AWARENESS
EDUCATION & AWARENESS
Social
CustomerOPPSQLSALMQLMELOpen
ABM
EverString
©2015 EverString7
©2015 EverString8
ABM starts with Audience Selection
A
A
A
A
A
B
ABMstarts with
Audience Selection
The process of using data to identify your
target accounts
Model your best customer and derive targets from all
accounts in the world
B
B
CD C CC D C
C C CC D C
CC DD C C
DC D C C D C
D C CC C D
DC DC D C
A A
©2015 EverString
Enterprise Marketing: Account Specific
Within Enterprise accounts the normal lifecycle will be augmented /modified within tiers
9
Segment 150 Tier one accounts
selectively chosen
Segment 2Approximately 200
tier 2 accounts
Segment 3Those not found in
other segments
Direct Touch 1 xDirect Touch 2 xEverString Day/EBC Experience x
Custom Landing/Resource Page x x
Custom Newsletter x x xEnterprise Nurture Path x x xEvent Treatment x x x
SEGMENTS
©2015 EverString
Understand Your Sphere of Influence
VP MarketingYour buyers boss. In smaller orgs, the buyerInfluence: HighMarketing Ops
Responsible for managing marketing automation
Influence: High
Sales OpsResponsible for managing CRM and
reportingInfluence: Medium
VP SalesUltimate beneficiary of our valueInfluence: Medium
acquire
manage
demonstrateBuyerDemand GenSales Ops
©2015 EverString
How to: Account Based Marketing
11
Account Research & Information
Use a specialized SDR to research &complete the signal list and
identify individuals
Run a mini- marketing organization around each account to develop account persona and explicit
contentMessaging
Account Personas
Create a persona for the account to
drive message
Data Preparation
Map leads to accounts
Improve data quality
©2015 EverString
How to: Account Based Marketing
12
Develop and run explicit
plays
Physical Mailer Email Nurturing Invite to Micro Event SDR Call w/ALL
Targeted Display Postcard Email Nurturing SDR Call w/ ENGAGED
©2015 EverString
Enterprise Marketing: Regional Events
Each enterprise rep will be given a budget (credits) and a menu of items they can plan in region
Marketing will create & support “canned” events
Reps with close partnership with SDRs will need to support in region, & within account to help drive demand strategy
13
Event Impact CostCMO Dinner high 4Level 2 Dinner medium 3Sporting Event low 3Panel/Speaking Event high 5Regional Show medium 2
Each region will control its own destiny each quarter for regional events
©2015 EverString
How to: Account Based Marketing
14
Who What How Measure
A sub of your current
reporting framework
©2015 EverString
THANK YOU
Key Takeaways Your plan doesn’t have to boil the ocean… use
the components of the plan that are right for you now
You can run traditional and ABM at the same time, perhaps aligned around your GTM
ABM cuts across the entire funnel and all those that operate within it
Jim Walker jim@everstring.com
15