Infer and Synthio Webinar Slides: #ABM for the Win...But What About Leads?

transcript

Housekeeping• Questions? Enter them in the chat window to the

right or tweet us @Synthio_ and we will answer them at the end of the webinar.

• Recording? We will send you a copy within 24 hours.

• Share! We encourage you to share the webinar and anything you learn on your social channels.

• @Synthio_• @InferInc

Meet Your PresentersEmily Wingrove• Director of Marketing, Synthio• Synthio’s very first marketer, and 8th

employee• Rebranded the company from Social123

Synthio• Named a Top 40 ABM Superhero Inducted

into the 2016 Marketing Hall of Femme

Meet Your PresentersNikhil Balaraman• Director of Product Marketing, Infer• First Customer Operations hire• Identified and implemented digital

marketing technologies for Target.com• Worked for Google to increase conversion

rates for Apps for Business customers

What is ABM?• Account-based marketing; a strategy• Shifted from capturing and nurturing leads

Focusing on target accounts• Forces the alignment between marketing and

sales• Must rely on one another to meet metrics and

goals“Traditional demand generation is like fishing with a net for leads. You don’t care which specific ‘fish’ you catch, you only care if you catch enough. But Account Based Marketing is more like fishing for named accounts with a spear. You reach out to the right people at the right accounts with targeted, relevant messages.” – Jon Miller, founder Engagio

What Does Being Lead-Focused Mean?• What is a lead? A person who has

demonstrated an interest in your product or service, in some way

• Lead generation is a marketing strategy• Involves capturing leads, nurturing them

over time, and ultimately motivating them to buy a product or service

“Lead Generation is a way of warming up potential customers to your business and getting them on the path to eventually buying.” - Hubspot

Lead Gen vs. ABMLead Gen ABM• People-centric

• Larger quantity, smaller accounts

• Tends to be more inbound focused

• More of a traditional mktg practice

• Results in net-new customers• Doesn’t necessarily require

strong personalization• Larger audiences

• Account-centric• Smaller quantity, larger

accounts• Tends to be more outbound

focused• More of a traditional sales

practice• Results in customer

cross-sell/upsell• Requires strong personalization

and relevance• Smaller audiences

Combining Lead Gen & ABM: Phase 1

Manual• Following your gut; guessing

Automated• Using hard data and scoring models

Predetermined• Account selection has already taken

Combining Lead Gen & ABM: Phase 1Identify the accounts you should be targeting.

1. Look at closed-won ACCOUNTS

2. Start at the COMPANY level, not the CONTACT level – look at fields like:• Industry • Revenue• Employee Count• Location• Technology Usage

Manual Account Selection

Natural Language Processing

Machine

Learning

Fuzzy Matching Title

Normalization

External Data

AppendPredictiv

e Modelin

SPAM Analysis

Account Selection

Marketing Efficiency

Data-Guided Workflows

Marketing Automation

Product Usage

Engagement Data

Web Crawl

Google Analytics

Proprietary

Data Science

Automated Account Selection

Pioneering Predictive for Sales & MarketingWhich prospects are the best fit?

Automatically research every prospect and identify those that are a good fit to buy your product.

Fit Model Types

● Leads

● Contacts

● Opportunities

● AccountsOrganized funnelafter applying Fit Model

Infer is the Line Judge

Send to Sales

Do Not Work

Predetermined Account SelectionYou can’t change it…• So familiarize yourself

with the accounts• And align tightly with

sales/mktg/customer success

Combining Lead Gen & ABM: Phase 2Identify the personas you should be targeting.

ACCOUNTS PERSONAS

Manual• Following your gut; guessing

Automated• Using hard data and scoring models

Predetermined• Persona selection has already taken

1. Look at CONTACTS at closed-won accounts – separate segments like:• End users• Decision makers• Influencers

2. Start at the CONTACT level, not the COMPANY level – look at fields like:• Titles• Skills• Education• Technology usage• Employment history• Industry

Manual Persona Selection

Automated Persona SelectionData Driven Selection• Identify top signals

based on statistical performance

• Build campaigns to resonate with your highest performing segments

Data Science

Predetermined Persona SelectionTechnographic segmentation for expansion strategies

Profiling & target account list building to drive prospects to local events

Personalized outreach campaign increased top prospect attendance by 20% for regional events

ELENA ROWELLProduct Marketing Manager

ACCOUNTS PERSONAS

Matching targeted personas to targeted accounts

Combining Lead Gen & ABM: Phase 3Matching targeted contacts to targeted accounts

Manual• Parsing thru CRM/MAP/Social by

Automated• Account Contact Matching

Predetermined• Start thinking about enrichment

Matching targeted contacts to targeted accounts

Help fromSales Team

SummerInterns

Call Center Outsourcing

Manual Account Contact Matching

Automated Account Contact Matching

Predetermined Account Contact Matching

Synthio

emily.wingrove@synthio.com

Synthio

Director of MarketingDirector of Marketing

Synthio

emily.wingrove@synthio.com

Synthio,

ABM Process

Net-New Accounts

Net-New Contacts

A and B Prospects

Combining Lead Gen & ABM: Phase 4EXECUTE

Infer Fit Model

C and DProspects

Outreach.io

AdRoll

DemandBase

Google

Twitter

MailLift

Facebook

Infer A and B Leads

SEQUENCES

CUSTOMAUDIENCES

SalesQueue

DIRECTMAIL

Infer Behavior Model

(Engagement)

SELECTION AND NET-NEWACTIVATIONMEASUREMENT

Account & LeadScoring of Net New

Identify Net-New Contacts &Accounts

Account & Lead

Scoring of Existing DB Targeted Social Engagement

(mktg + sales)

Email Nurturing

Ad Targeting

Content Curation/Measurement

Personalized Video

Email and Phone Nurturing via BDR team

Existing DB

Combining Lead Gen & ABM: Phase 4MEASUREMENT

Questions?

Emily WingroveDirector of Marketing@Synthio_sales@synthio.com1.888.530.6723Synthio.com

Nikhil BalaramanDir. Product Marketing@InferIncsales@infer.com1.800.393.6125Infer.com

ABM for the WIN…but what about LEADS

Thank You!

Emily WingroveDirector of Marketing@Synthio_sales@synthio.com1.888.530.6723Synthio.com

Nikhil BalaramanDir. Product Marketing@InferIncsales@infer.com1.800.393.6125Infer.com

ABM for the WIN…but what about LEADS