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Account Based Marketing-TMA Breaky

About Me

ABM Adoption

ABM Tactics

5Corporate Executive Board 2013 – Winning The Consensus Purchase

are involved in the average B2B

buying decision

5.4 peopleYour

target

buyer

Boss

Business

leaderDirect

report

Cross-

functional

partner

Peer

Consensus Buying

50%+

“74% of business buyers told Forrester

they conduct more than

half of their [B2B] research

online

before making an offline purchase.”

http://blogs.forrester.com/lori_wizdo/15-05-25-myth_busting_101_insights_intothe_b2b_buyer_journey

Buyer Journey is Online

Most Influential Vehicles (Forrester)

What is ABM?

ABM = Revenue $$$

ABM in Historical Context

• Marketing Communications

• CRM / Database Marketing

• Lifecycle or Field Marketing

• Content Marketing

Foundational Marketing… Updated for Online Journey

• Account Based Marketing

• Predictive Analytics

1

1

Account-Based Marketing (ABM) is the

strategic approach marketers use to support a

defined universe of accounts.

--SiriusDecisions

Targets accounts rather than leads

1

2

Organizations that have worked with Sirius Decisions to build, fund and

measure their account-based marketing programs have reported

4xA four times higher email open

rate than baseline emails

33%More than 33% increase in Web traffic

from targeted accounts

10xMore than 10 times increase in trial

acceptance rates

20%

More than 20% increase in deal size

$2M

$2M in new logo wins

200%More than 200%

increase in contribution to sales pipeline

140%

A more than 140% increase in

customer engagement

ABM Proven Strategy… Impressive Results

ACCOUNT MARKETING

ACROSS MULTIPLE

CHANNELS FOR

ENTIRE

ACCOUNT LIFE

CYCLE

SCALES 1:1

FOCUS TODAY ON

DIGITAL

Mary

Senior Manager

Joe

IT Group

Barbara

Executive

Hidden stakeholder profiles

Consensus Buying Online Journey Scenario

Leads Approach

Unknown MQLInquiry

Mary Senior Manager

Joe IT Group

Barbara Executive

Accounts Approach

Unknown MQLInquiry

Mary Senior Manager

Joe IT Group

Barbara Executive

“Suspects” Qualify Leads Onboard &

UpsellMQAs Negotiate

& Close

Retain &

Advocate

Impact Entire Journey

Marketing

Engagement

With ABM

Sales

Engagement

30 Days5 unique visitors

12 interactions

59 minutes

10 page views

1 webinar view

1 gated whitepaper downloaded

3817 vs.

Mary’s

lead score

Mary’s Company’s

account score

30 Days

1 unique visitor

2 interactions

7 minutes

Analytics and Insights

ABM Quick Win Tactics

ABM Activities

Quick Wins for Any ABM Approach

• Grow contacts and email and outbound

• Account based digital media campaigns

• Account based web campaigns

Contact and Outreach Tools: Discussion

Contact growth tools that worked for me:

• Linkedin, Netprospex, Zoominfo, Reachforce, Rainking

Tools that I’ve heard are very good

• Datanyze, DiscoverOrg

“ABM is outbounding.”—Jon Miller

Paid Media Spend: Discussion

• Google customer match email list

• Advertising on Social Networks attribution selection

• Account Based Advertising organization or industry

Digital media spend only to target audiences

Account Based Advertising: Docusign Case Study

Solution

• Serve display ad campaigns only to 459 target accounts

• Customize home page messaging and case studies by 6 different industries

• Shorten form

Results

• 59% of target accounts went to website

• Time on site increased 8 minutes

• Page views up 300%

• Bounce rate decreased from 35% to 13.5%

• Tripled click throughs to download content

Account Based Web Campaign:Cision Example

Customized CTAs results:

~ 10X lift in demos and consults from gated content

Customized CTA by Funnel Stage on Blog

Anonymous visitor: 27 customized CTAs by content interest

Customized CTA by Funnel Stage for Gated Content

Known contact: customized sales conversation CTA while

reading gated content

Targeted users and AccountsRegister to get your pair

of running shoes”

Nurture and CTA on website or blog ties to mail campaign

“Helping us scale ABM.” Joe Chernov, VP Marketing

Receive shoelaces

in mail

Named Account Targeting

ABM Case Study

ABM Campaign Example: Savi

Tech stack:

Value proposition

and positioning

Account

Selection and

Discovery

Campaign

Messaging

and Content

Campaign

Execution

Measurement

and Feedback

4. 3.

5. 2.

1.

Introducing Savi Technology

Pioneering sensor analytics solutions provider

Started in 1989 – Developed innovative RFID tags for US DoD. ~$50M revenue

Two Segments withComplex needs and long sales cycles

Reliability

CommercialGovernment

Data-driven ROICan I execute my mission with

consistency and precision?Can I execute an adaptable

plan efficiently?

Current ABM Campaign:

Estimated Time of Arrival as a Service (ETAaaS)

1. ETAaaS Positioning

…led to ETAaaS solutionCustomer pain points…

Lack of real-time visibility

into shipment location,

condition and ETA limits

planning and execution

2. Account Selection Method

Pain points create an ideal account profile

Organization

Shipment

characteristics

Logistics

operations

• Multinational

• Manufactures raw materials or 50% of products

• Time and risk sensitive

• High value shipments

• Multimodal - land-sea-land

• Volume - 750,000+ shipments annually

2. Account Selection: $100K+ deals

P&G, L’Oreal

Ericsson, Ingram Micro

Carlsburg, MolsonCoors

Carrefour, Kroger

GE, Smith & Nephew

Prada, Hermes

BASF, DuPont

Philip Morris, Swedish Match

Account profile generates target accounts

3. Messaging and Content for ETAaaS

Web Sales PresentationsInfographics

eBooks

Datasheets,

Case Studies

Analyst reports,

Whitepapers

3. Dynamic Web Messaging= 250% Increase in Engagement

General prospect Government

3. Dynamic Web Messaging= 250% Increase in Engagement

General prospect ETAaaS

4. Sales Outbounding with Specific CTAs for target account on web

Dynamic CTAs: 50% more leads, 3x in target

5. Support Sales: Campaign Reports

Filter by rep, prospect, activity

5. Account-based Content Hubs

Curated by marketing and customized by sales

• Customers receive special treatment

• Visit behavior tracks account interests

Demo Discovery

Executive Briefing Follow Up

Pre-Discovery Work Group Sessions

ETAaaS: Campaign Results

“These results

are awesome!”

— Scott Shaul

— SVP of sales

ETAaaS Sales

meetings generated: 57Phone outreach with

ETAaaS best buyer leads: 302

Engagement: 250% in page views

ETAaaS opportunities

identified: 8

Category Description Key Vendors

Predictive Analytics Allows marketers to create quantifiable target lists

based on multiple variables

Lattice | Mintigo | Infer | 6Sense |

Leadspace | Everstring

Contact Data Tools to supply fresh contact data for those Target

Accounts

ZoomInfo | Datanyze | RainKing|

NetProspex | Discoverorg | Reachforce

Email Campaigns Use lead to account mapping tools to augment (Engagio

| LeanData | DemandBase)

Oracle | Marketo | Hubspot |

TrueInfluence

Web Campaigns Create campaigns on web just like email by account

and visitor behavior

Triblio | Marketo | Optimizely |

GetSmartContent

Display Advertising Deliver targeted advertising to targeted accounts across

the internet

Demandbase | LinkedIn | Terminus |

Integrate | Kwanzoo | Vendemore |

Penton Media

SEM/Social Use Customer Match (Google) and Custom Audience

(Twitter and Facebook) to target account segments

Google | Facebook | Twitter

Measurement Measure marketing campaigns by accounts instead of

visitors and leads

Engagio | DemandBase | Triblio

Emerging ABM Tech Stack

Digital

Campaign

Channels

Account

Discovery

Measure-

ment and

Reporting

Wrap Up