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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
place
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
g
SPAM Analysis
Account Selection
Marketing Efficiency
Data-Guided Workflows
CRM
Marketing Automation
Product Usage
Engagement Data
Web Crawl
API
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 2
Combining Lead Gen & ABM: Phase 2Identify the personas you should be targeting.
ACCOUNTS PERSONAS
Combining Lead Gen & ABM: Phase 2Identify the personas you should be targeting.
ACCOUNTS PERSONAS
Combining Lead Gen & ABM: Phase 2Identify the personas you should be targeting.
Manual• Following your gut; guessing
Automated• Using hard data and scoring models
Predetermined• Persona selection has already taken
place
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
Combining Lead Gen & ABM: Phase 3
Combining Lead Gen & ABM: Phase 3
ACCOUNTS PERSONAS
Matching targeted personas to targeted accounts
Combining Lead Gen & ABM: Phase 3Matching targeted contacts to targeted accounts
Combining Lead Gen & ABM: Phase 3
Manual• Parsing thru CRM/MAP/Social by
hand
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
Automated Account Contact Matching
Predetermined Account Contact Matching
Synthio
Synthio
Director of MarketingDirector of Marketing
ABM Process
Combining Lead Gen & ABM: Phase 4
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
PFL
MailLift
Infer A and B Leads
SEQUENCES
CUSTOMAUDIENCES
SalesQueue
DIRECTMAIL
Combining Lead Gen & ABM: Phase 4EXECUTE
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
Combining Lead Gen & ABM: Phase 4EXECUTE
Existing DB
Combining Lead Gen & ABM: Phase 4MEASUREMENT
Questions?
Emily WingroveDirector of Marketing@[email protected]
Nikhil BalaramanDir. Product Marketing@[email protected]
ABM for the WIN…but what about LEADS
Thank You!
Emily WingroveDirector of Marketing@[email protected]
Nikhil BalaramanDir. Product Marketing@[email protected]
ABM for the WIN…but what about LEADS
