Date post: | 07-Jan-2017 |
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ABM and Demand GenThe Business Case for ABM Pt. 2
Hosted by: Mani Iyer, Kwanzoo CEO with Special Guests:
Ashley Kennedy, Obility SEM SupervisorNate Gancher, Obility SEM Supervisor
Thursday November 17th 10 AM PT/1 PM ET
Submit questions via Twitter to @kwanzoo w/ hashtag #ABMDoneRight
INTRODUCING TODAY’S SPEAKERS
Mani Iyer, CEO
KwanzooHost &
Moderator
Ashley Kennedy,
SEM Supervisor Obility
Nate Gancher, SEM Supervisor
Obility
TODAY’S AGENDA
1.ABM Display, B2B Retargeting and Demand Gen Overview2.Targeting and Segmentation – ABM vs Demand Gen3.Program Execution – ABM vs Demand Gen4.Measuring Program Success5.ABM and Demand Gen – Finding the right mix?6.Summary and Q+A
What is Account-Based Display Advertising?
North America (NAM)
EMEA
LATAM
APAC
Global Accounts
Web BrowserYou
r Ads
Users at your target accounts are served ads via matched cookies or matched IP addresses.
What is B2B Retargeting?
Your Website
Email Contacts
Other WebsitesYou
r Ads
Users who are either your email contacts or people who visited your websites are served ads as they browse the web.
Website Visitors
Targeting for ABM: The Power of Data & Reach
200M
1Billion+
Kwanzoo (Integrated with OMC|BlueKai)
Most Other Providers
Reachable Contacts (Based on Cookie Data)
Reachable Regions with IP DatabaseKwanzoo (multiple 3rd party IP
providers) Most Other Providers
Targeting for ABM: Seeking Higher Media Value & Buying Flexibility
Only One Media Purchasing Option
Other ABM Tech Providers
Provider DSP for Media Purchase
Multiple Media Purchasing Options
with real-time bidding tools
Kwanzoo Program
Kwanzoo DSP for Media
Other DSP for Media
OR
With Kwanzoo, programs can run 24/7, maximizing your account engagement.
$12 - 15
$22 - 30
Kwanzoo
Other ABM Tech Providers
Fully Loaded CPM
Targeting for ABM: More Options & Real-Time Insights
Kwanzoo Most Other Providers
Batch
Real Time
Kwanzoo Most Other Providers
Job Function
Job Title
Job Level
Partners’ Accounts
Competitors’ Accounts
Filt
ers
Repo
rtin
g
Better Filters, Better Targeting
Real-Time Data, Real-Time Decisions
Targeting for Demand Gen: Quality vs. Quantity
Lead Quality• Exact Match• Long-Tail Keyword Search• Geographically Specific• Targeted Ad Text• Negative Keyword Exclusions
VS.Lead Quantity• Broad Match Keywords• General Search Terms• Broad Geographic
Targeting• Vague Ad Copy• Limited # of Campaigns w/
Lots of keywords
BROAD
SEARCH
NUMBER OF LEADS
LEAD QUALITY
ABM with IP Targeting Uses Kwanzoo IP Data Base Target accounts based on their
business IP ranges
ABM Social Target social handles based on
accounts and personas Deliver ads to Facebook and Twitter
users
4 Kinds of ABM Display SolutionsABM with Job Title Targeting Integrated with OMC|BlueKai Target users based on Job Function,
Level, and Title
ABM with Past Purchase Targeting Integrated with OMC|BlueKai Target accounts that have purchased a
competitor’s product or solution AccountLists
Program Goals ABM Program
Serve ads to employees with specific titles at target accounts. ABM with Job Title Targeting
Serve ads to employees that work at target accounts in
specific locations. ABM with IP Targeting
Serve ads to accounts that purchased competitive products
in the past. ABM with Past Purchase
TargetingServe ads to relevant contacts at
target accounts on Facebook/Twitter.
ABM Social
Choosing a Program Based on Goals
ABM with Job Title Targeting
North America
& UKTarget
Accounts
ABM Ads Served
Customer Ad Creation,
Program Setup, and
Media Execution
Programmatic Ad Buying
ABM Engagement Reports
DSPABM Cookie
DatabaseAccounts, Job Titles, Functions, and Level
FiltersData Management
Platform
1Billion+ B2B Cookies
ABM with IP Targeting
ABM Ads Served
Ad Creation, Program
Setup, and Media
ExecutionProgrammatic Ad
Buying ABM
Engagement Reports
DSP
GlobalTarget
Accounts
Customer
ABM IP Database[multiple 3rd party IP
providers]Global Campaigns:
North America, EMEA,
LATAM, APAC IPs: 1xx.1x.1x.1xx,
2xx.2y.1y.2yy, […]
Minimum Program Launch Requirements
Program Type Minimum to Launch?
ABM with Job Title Targeting 50K to 200K Active Cookies & Mobile Device IDs
ABM with IP Targeting 200+ Mid-to-Large Enterprise Accounts (International Geos)
ABM with Past Purchase Targeting 1+ Competitor or Partner with 200+ Mid-to-Large Enterprise Customers
ABM Social 40,000+ Contacts at 500+ Mid-to-Large Enterprise Accounts
General Rule of Thumb: Aim to serve at least 1 Million ads per quarter.
Want to make sure you are going to reach enough accounts? Get an Account Coverage Report before you launch to see how many accounts you can reach.
Core
Core campaigns generate first touch opportunities below your target cost per opportunity Branded Competitor campaigns Remarketing Key products/services
Almost
Almost campaigns generate FT opportunities slightly
above your target CPO Tangential keyword themes New product/service Contextual display
Test
Test campaigns are the unknowns, untested marketing channels or new betas Gmail Sponsored Promotions LinkedIn Display YouTube Remarketing and sponsored videos
Measuring ABM Display Success
Ad Clicks Website Visits SDR Activity Pipeline Value
ABM Display Success
Control Accounts Test Accounts
The quickest and simplest way to measure ABM Display Success is to assign accounts on your account list to test and control groups prior to program launch.
Identify Control
AccountsEx: 300
Identify Test AccountsEx: 300
Run Marketing Programs:
Emails, SDR 1:1 Emails, Webinars,
Live Events
Run ABM Display
Programs
Measuring ABM Display ROI ABM Display Programs are used to generate opportunities from target
accounts. Therefore, you need to calculate a baseline opportunity from current SDR activity
and measure your display program success in terms of its added opportunity.
8Avg # of SDR Appointments
per Month
50%Appointments that
convert to Opportunities
$30KAverage Deal Size for a B2B
Company
$120K
Baseline Opportunity:
$120k x (#SDRs) x (# of Months)
AAdditional Accounts Engaged
through ABM Display
B%Engaged Accounts
that Convert to Opportunities
$30KAverage Deal Size for a B2B
Company
New Opportunities:
A x B% x $30K
New Opportunities from ABM Display
Baseline Opportunity
Campaign Channel Cost Conversions CPA CvR MQLs Cost Per MQL MQL:Conversion
Cway Twitter $13,295.55 97 $137.07 2.11% 22 $604.34 22.68%
Software AdWords $15,703.58 100 $157.04 1.76% 24 $654.32 24.00%
Content AdWords $8,834.76 69 $128.04 3.64% 19 $464.99 27.54%
Strategy LinkedIn $6,427.05 43 $149.47 3.48% 21 $306.05 48.84%
Measuring Demand Gen Success
Demand Generation: Share of Voice Stack
Objective: Grow awareness
Focus on increasing brand awareness:1. Saturate spend on branding campaigns2. Spend remaining dollars on Core campaigns3. If budget left over, use for Test campaigns
Demand Generation: Lead QuantityObjective: Grow sales database
Focus on lead volume:1. Determine new lead goals2. Budget for High Volume campaigns to meet lead
targets3. Run Core campaigns with remaining budget4. If budget left over, use for test campaigns
Demand Generation: Lead QualityObjective: Generate Sales
Focus on performance campaigns:1. Implement Account Based Marketing to
increase velocity in the sales funnel2. Identify 100% saturation on Core campaigns3. Layer with Outlier and Testing budgets
ABM Best Practices
Understand How Sales is Organized and Key Sales Metrics
Map Your Accounts into ABM Pyramids and Define Spend
Prioritize ABM Display Programs Towards Your Growth Accounts
Implement the Kwanzoo APB Model to Track Accounts Until They Convert to Opportunities
Develop a Clear Process for Measuring ABM Display Success
Start With Pilot Budgets and Scale Over Time
Top
Growth
Wide-Net
B2B Demand Gen Best Practices
Quality over quantitySaturate spend towards core campaigns and top performing platformsOptimize performance based on backend dataAlign content and messaging with stage in the buying cycle
YOUR QUESTIONS?
It’s time for YOUR questions. Please submit them in one of the following ways: Submit your question(s) via Twitter by tweeting them to
@iyermani or @kwanzoo with hashtag #ABMDoneRight Submit your question(s) directly via the Questions
window via GotoWebinar
ABM and Demand Gen Resources
ABM Account Coverage Report http://www.kwanzoo.com/cms/ account-coverage-report/
[Ebook] The Business Case for ABM http://bit.ly/Business_Case_for_ABM_Ebook
B2B Marketing Guide to Competitor Targeting http://www.obilityb2b.com/ppc/competitor-targeting/?offer=competitor
B2B Guide to Online Marketing with Marketing Automation http://www.obilityb2b.com/ppc/landing-ppc-with-marketing-automation/?offer=backend
Thank You!
For more information, contact Kwanzoo via: Phone: +1.408.216.7025 Email: [email protected] Website: www.kwanzoo.com Social Media:
Twitter: @kwanzoo and @iyermani LinkedIn:
https://www.linkedin.com/company/ kwanzoo-inc-/
For more information, contact Obility via: Phone: +1.503.765.7581 Email: [email protected] Website: www.obilityb2b.com Social Media:
Twitter: @ObilityB2B