Date post: | 06-Aug-2015 |
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Business |
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#opticon2015
Fishing With Spears All About #ABM
Esben Rasmussen CEO, Engagio
@jonmiller
Different Deal Types Require Different Types of Marketing Support
Different Demand Types
Account-Based Marketing
Demand Generation
©2015 Engagio, Inc. #opticon2015 @jonmiller
Account-Based Marketing:A strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts
– @jonmiller
Different Model
Up to 17 people influence enterprise purchases (up from 10 in 2011)*
*2014 IDG Enterprise Role & Influence of the Technology Decision-Maker survey
“Person-centric” “Account-centric” • Decision maker• End users• Influencers
Going After Target Accounts Requires an Account-Centric Focus
©2015 Engagio, Inc. #opticon2015 @jonmiller
Different Tactics
Inbound vs. Outbound
You Need Targeted Tactics to Reach Specific People at Specific Accounts
©2015 Engagio, Inc. #opticon2015 @jonmiller
Land and Expand
It’s about customers, not just new business.
Often, The Best Account-Based Marketing Opportunities Are At Current Customers
©2015 Engagio, Inc. #opticon2015 @jonmiller
“ABM Delivers The Highest ROI Of Any B2B Marketing Strategy Or Tactic” (ITSMA)
About the same
Somewhat higher
Significantly higher
16%
42%
42%
ROI of ABM
How does ABM return on investment (ROI) compare to other marketing initiatives? % of Respondents (N=38)
ITSMA Account Based Marketing Survey, October 2013
• Focuses time and resources on accounts most likely to drive revenue (“zero waste”)
• Improves marketing-sales alignment
• Creates a better, more coordinated customer experience
©2015 Engagio, Inc. #opticon2015 @jonmiller
ABM Planning Starts With The Account, Not the Offer
Account -Centr ic P lanning
What do we want to say? (offers)
Who should we say it to? (segments)
Who are we trying to reach? (accounts)
What should we say? (content)
Where should we say it? (channels)
Where should we say it? (channels)
DEM
AN
D G
ENA
BM
©2015 Engagio, Inc. #opticon2015 @jonmiller
Pick Target Accounts
• Augment account info with firmographics, technographics, and engagement data • Limit list turnover (e.g. 25% per quarter) • Use predictive scoring where appropriate
©2015 Engagio, Inc. #opticon2015 @jonmiller
Build Your Database With the Right Contacts for Each Persona at Target Accounts
Identify Contacts
Manual Purchase Predictive
Representative companies; not exhaustive ©2015 Engagio, Inc. #opticon2015 @jonmiller
Outbound Does Not Mean InterruptionAccount-based marketing applies best concepts from demand generation to outbound prospecting: • Content driven • Helpful and valuable • Focused on the buyer, not the company • Personalized and relevant • Highly measurable • Continuously improving • Deep sales and marketing alignment
Not In terrupt ion Market ing
©2015 Engagio, Inc. #opticon2015 @jonmiller
Great ABM Requires Great Customer Knowledge
“A structured approach to developing and implementing highly-customized marketing campaigns to markets of one.” – ITSMA
©2015 Engagio, Inc. #opticon2015 @jonmiller
• Initiatives and buying centers
• Whitespace analysis
• Relationships and influencers (individual and organizational)
• Industry trends, organizational priorities, trigger events
Account Research
©2015 Engagio, Inc. #opticon2015 @jonmiller
Use Account Knowledge To Create Custom Account Offers
Custom Content
“Stories that the right people in your targeted companies would actually like to read and share.” – Freya News
“75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business.” – ITSMA
©2015 Engagio, Inc. #opticon2015 @jonmiller
Today’s Tactics are Stuck in 1990sC o l d C a l l s a n d S t e a k D i n n e r s
©2015 Engagio, Inc. #opticon2015 @jonmiller
Commonly Used ABM TacticsEvents Outbound Digital
• Owned events • Partner events • Third-party events
• Email • Phone • Social • Direct mail /
dimensional mailer • Insource / outsource
• IP-based ads • Retargeting (persona-
based) • Social ads • LinkedIn • Web personalization
Channels
©2015 Engagio, Inc. #opticon2015 @jonmiller
Example: Marketo Fortune Cookie Campaign
• Targeted high value but inactive contacts • 63% connect rate, 5% opportunity rate • $13,000 investment • $200,000+ revenue
Integrated Tactics
©2015 Engagio, Inc. #opticon2015 @jonmiller
Show How Marketing Is Influencing AccountsVisualize Impact
Example: Marketo Revenue Cycle Analytics
©2015 Engagio, Inc. #opticon2015 @jonmiller
Coverage Engagement ProductivityCoverage• # Contacts at Account • # Executive Contacts • # Accounts with Profiles Penetration• Potential Contacts at
Account • Contact Whitespace • % of Potential Contacts
Account Touches• Sales, Marketing, SDR,
Account Mgmt, etc. Engagement (minutes + CXO “conversations”)• Web Traffic (Visits and
Time, Content) • Attendance at Events • Successful Meetings • Etc. Aggregate Engagement (Change) for Account
Qualitative• Tactical deals vs.
Strategic deals • “Depth” of relationship Quantitative• Pipeline from Targets
(New and Cross-Sell) • Accelerated Sales Cycle • Larger Deal Size • Retention • Satisfaction / NPS
ABM Metrics
Measure outcomes with control-group testing or over time©2015 Engagio, Inc. #opticon2015 @jonmiller
• Understands individuals and accounts, relationships
• Shows impact of account based marketing efforts: coverage, engagement, productivity
• Orchestrates intelligent account plans across channels (events, advertising, website, social, prospecting)
• Engages sales intelligently
• Creates relevant content automatically
“ABM Stack”
©2015 Engagio, Inc. #opticon2015 @jonmiller
• Account-based marketing coordinates personalized marketing and sales efforts to land and expand specific accounts
• ABM = focus = zero waste, better results
• ABM delivers the highest ROI of any B2B marketing strategy or tactic
• Great ABM requires great account knowledge
• Create content that the right people in your target companies actually like to read and share
• There is no magic campaign; success comes from a mix of integrated tactics
• The “law of large numbers” breaks down in account-based marketing; measure ABM success via engagement and lift
Tweetable Takeaways
@jonmiller
©2015 Engagio, Inc. #opticon2015 @jonmiller
#opticon2015
Fishing With Spears All About #ABM
Esben Rasmussen CEO, Engagio
@jonmiller