Marketing to Enterprise and Target Accounts

Page 1 © 2013 Marketo, Inc. #mus13

Marketing to the Enterprise

Maria PergolinoVP of Marketing, Apttus@inboundmarketer

Matt HeinzPresident, Heinz Marketing@heinzmarketing


Marketing to the EnterpriseStrategies and tactics to help you market and sell at the highest level


This doesn’t write checks!


What do your customers care about?


The buyer progression

SolutionProblem/Pain

Objective/Outcome


People & problems, not products


Five questions to ask

1. What/who are your targets?2. What do they care about? What

outcome are they seeking?3. Where do you find them?4. What or who influences them?5. How do they want to engage and

(eventually) buy?


Enumerating needs by role

Want the XLS template? Bring me a business card!


Granular lead/opportunity stages

Stage Definition Sales Next Step(s) Marketing Next Step(s)

Leads

Open/Not AttemptedNew lead, has not been attempted or contacted by sales

Begin follow-up to get on the phone live to qualify as opportunity

Provide scripts and response offers as needed to increase call-backs

Attempting to ContactSales has begun the process of following the lead follow-up process to reach the prospect live

Continue follow-up attempts via phone, email, "zero out" to reach prospect live

Provide scripts and response offers as needed to increase call-backs

Interested

Prospect has expressed interest in ABC Company and/or achieving better results, and is interested in learning more; full qualification criteria intent/purchase timeline still unknown

Once prospect has been qualified, either move into a "Qualified" opportunity or move to Nurture (if timeline is long-term or undetermined)

Provide collateral, case studies and other information as needed to help prospect determine sales intent

Nurture

Prospect is interested, but there is no near-term opportunity to buy (prospect may have other immediate priorities, or may just need more time to consider interest/intent)

no action Drip marketing to prospect 1-2 times per month with value-added offers, until they're ready to engage in a short-term buying cycle again

Unresponsive

Haven't been able to get ahold of prospect after repeated attempts

no action Drip marketing to prospect 1-2 times per month with value-added offers, until they're ready to engage in a short-term buying cycle again

No Further Action Lead is not a qualified prospect no action no action

Opportunities

Qualified

Prospect has a need & budget, and is actively evaluating solutions

Get demo commitment, plan next steps and timeline to buy (or at least make decision) with prospect

Provide additional support tools as needed (case studies, etc.) to help accelerate prospect interest and buying cycle

Presentation & Demo

Demo has been scheduled or completed; working through objections & questions

Get permission to present formal proposal Provide additional support tools as needed (case studies, etc.) to help accelerate prospect interest and buying cycle

ProposalFormal proposal is in process or has been delivered outlining terms, services, fees

Get verbal commitment to buy pending finalization of terms

no action

NegotiationProspect has verbally agreed to do business; both sides are working through final legal/term/service/fee details

Sign, seal and return baby! no action

Close Agreement has been signed and returned victory lap no action

Closed Lost

Opportunity has stalled indefinitely or is dead no action Drip marketing to prospect 1-2 times per month with value-added offers, until they're ready to engage in a short-term buying cycle again

Want the XLS template? Bring me a business card!


Individualize


Standing out at volume


Leveraging events (yours & theirs)


Know and work the entire org chart


Long-term perspective, short-term buying signals


5 Steps to Enterprise Marketing Success


Differences from SMB Marketing

• Lower volume of deals• Bigger $ and margins• Known buyer• Longer sales cycles • Many deal influencers • Hard to reach most

senior team members• Ability to spend more

on marketing per buyer


Step 1: Get Organized

• Build Personas• Build the Database

• Sales or Marketing to Identify Target Accounts• BDRs or Marketing to Identify Prospects within

these Accounts– Current database– New names

Personas evolve and target accounts change – build a repeatable process


Consider Account Scoring

• May be tricky to implement• Multiple methods:

• Firmographic score • Average of all contacts• Highest scoring contact


Step 2: Get Systems in Place

• Know how you’re going to track success• Ensure Sales Reps are trained on Marketo

Sales Insight• Utilize tagging campaign to ensure tracking

of target accounts online


Step 3: Focusing in on TargetsYes: • Display• Pay Per X• Direct Mail • Field Events• Email • Telemarketing

These channels allow for segmentation and personalization – key for successful and efficient enterprise marketing

No: • TV• Radio• PPC• Trade Shows• PR• Content Syndication


Display – Company Specific

• Get in front of the right companies • Target specific messages or campaigns• More expensive but less waste

Personalized with Company NameCustomized with Relevant Message


Display – Target Specific

• Get in front of the RIGHT PERSON at the right company

• Personalize all messages • More expensive but NO waste

Does your company believe social media isn’t afit? Start with these programs to prove success.

Display & InMails Targeted ads by Email


Pay Per Campaigns

• You decide what to buy: Pay-Per-Name, Pay-Per-Lead, Pay-Per-Target Account, etc.

• Often segment by size of company or other firmographics

• Utilize content to further qualify


Direct Mail

• PURLs and dynamic content• Dimensional packaging• Priority Delivery• Integrated with Marketo or CRM


Field Events


Email


Get Personal – Personalization is Key

• Tokens – {(Field=Company)}• Purls – companyname.com/maria • Dynamic Content

• Personalized • Unique Content

& Messaging


Don’t Forget your Website and Forms

SmartForms

Website


Step 4: Putting it Together

1 2 X 74 5 98 11

28

27

26

23

24

19

20

18

12

13

14

16

30

BDR Reach Out

Direct Mail Received, Email & Call

Direct MailSent to Key Contact

Key Prospect and Message Identified

Target Account Identified

Field Event BDR Reach Out

BDR Reach Out

Targeted Display & PPC


Segmentation within Target Accounts

IdentifyDecision Maker

Email Program Follow-up w/ALL

Zero Waste Advertising

Inmails

Micro-Event

IdentifyInfluencers

Email Program Follow-up w/ those who

engage

Targeted Display

Postcard

Decision maker:

Influencers:


Managing in Marketo


Step 5: Measuring Success

• Early Indicators:• Number of target accounts (per rep, per region)• Data completeness of target accounts• Decision makers and influencers identified from

target accounts• Freshness off

• Program results:• Marketing: Successes from target accounts• BDR: Call Connects at target accounts

• Success: Opportunities Not:• New names• Leads• # of New MQLs


Measuring Success


Thank You!

Date post:	30-Oct-2014
Category:	Business
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Marketing to Enterprise and Target Accounts

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