Making Account-Based Marketing Work: Aligning ABM with the Buyer Journey
Nick Edouard President & CMO LookBookHQ John Dering Director, Marketing Programs Demandbase
Hello! Nice to meet you
Nick Edouard Co-Founder, President & CMO LookBookHQ • Run Product & Engineering, Client
Success, Data & Marketing
• Ex-strategy consultant (Arthur D. Little)
• British. Obviously.
LookBookHQ
Mission Customers OMC
We help B2B marketers cultivate more informed, sales-ready buyers faster
How? By ensuring they
always see the next most relevant content asset
wherever and whenever they engage.
>70
Enterprise & Mid-Market Customers
• Leading AppCloud partner
• Super tight integration with Oracle Eloqua
• Scoping BlueKai and Maxymizer integrations
Content Marketing Automation
Automating Post Click
Personalized Content Journeys
Information Exchange
LookBookHQ Recommend
LookBookHQ Target
Genius Mix / Playlist
Curated Playlist
“Content fuels modern marketing”
Awareness
Education
Consideration
Purchase
• 88% of B2B marketers use “content marketing”
• 51% will increase their spend on content in the next year (already 28% of budget)
• 10 pieces of content are consumed per persona before a purchasing decision is made
Source: CMI / MarketingProfs; Google “Zero Moment of Truth”
Content = an information exchange
B2B Prospect B2B Marketer Content Transaction
= Information Exchange
Awesome White Paper
Information
Information
Information about their problem, your space, your solution, etc.
Information about them, their sales readiness, etc. (explicit & implicit)
No real engagement metrics
Everyone looks the same! Did they engage with the content? Are they educated?
And attention is a gift
Average # of Business Emails Received Per Day 88
1,707
62
56
Average # of Banner Ads the Typical Internet User is Served Per Month
Average # of meetings a typical employee attends per month
Average # of “interruptions” an employee experiences per day
Sources: The Radicati Group, 2014-2018 Email Statistics Report, Comscore, 7 Interruptions
The challenge for marketers
Quality
Quantity
Did Bob read the content?
Is he sufficiently educated to move on to the next stage?
How do I get Bob’s attention 8 more times?
How do I move him through all 8 content assets?
Narrow engagement metrics
Low CTRs and 1:1 content experiences
Which is why… L
94% of MQLs
never close Source: SiriusDecisions
Pretty sure I haven’t consumed
10 pieces of content…
B2B’s content use model is broken
Marketers are delivering content today like Blockbuster (RIP)
Vendor-Centric:
• Limit engagement
• No engagement metrics
• Not personalized
• Not convenient
We need a new intelligent model
Buyer-Centric:
• Let them binge!
• Real engagement data
• Highly Personalized
• Super convenient Marketers need to deliver content like Netflix – programmatically
How do you research & buy?
Piecemeal
You read a piece of content about X every 2 weeks
Concentrated
You research X in bursts of attention – 20 mins at a time
A. B.
Do More with the Moment
All visitors to LookBooks
33% consume more
than 1asset
7% consume
every asset
Make it easy to binge on content
We captured Bob’s attention & he’s ready to engage!
White paper Web pageThird-party
reportVideo
Give him an orchestrated sequence of related content while we’ve got him!
click
click
0 min
3 min
Whitepaper
2 min
Analyst Report
5 min
VideoUse Case Video
Whitepaper
Whitepaper
Who engaged with what?
Content engagement = sales readiness
Source: Analysis of client data (LookBook visitors and non-LookBook visitors progress through MAP and CRM lead stages)
Prospects that binge are 2.4X more likely to be sales accepted
Anatomy of a Content Experience
Content
Promotion
Conversion
Manual or Programmatic (Content Science™)?
What content (e.g. by type, format,
third party, etc.)?
How A to B (e.g. flat vs. sequenced, time,
message, etc.)?
What conversion (e.g. engagement,
form fill, share, etc.)?
Who’s clicking?
• Known vs. Anon
• Persona • Key Account
Delivering real business value (fast!)
34% increase in sales opportunities from single LookBook
300 MQLs from one campaign – unprecedented volume & quality
3X higher close rate (5% to 15%) on MQLs on first two campaigns
6X higher close rate (SAVs <1%; Bingers 6%; Nurtured Bingers 12-15%)
2X increase in marketing’s contribution to revenue
Mid Market Technology Company
Content Bingeing & ABM
1. Create highly customized scalable micro campaigns for individual accounts
2. Fast track the education and qualification of contacts within target accounts
3. Easily assess account-level engagement, interest and sales-readiness metrics
4. Tailor follow-ups based on individuals’ interests (what content for how long)
ABM at scale needs Content Marketing Automation
Halftime Analysis: Key Takeaways
1. Engaged prospects (anon & known) want to binge on content
2. We need to measure real engagement – intensity not just intent
3. Content engagement is an excellent indicator of sales readiness
4. Content marketing automation delivers ABM at scale
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How to target the right accounts to accelerate the buyer journey
Account-Based Marketing
Align sales and marketing
Identify target accounts
Develop ABM Marketing Plan
Measure
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Evolution of Account-Based Marketing
1995- 2005 2005-2012 2012>>>
• Limited in scale (25-50 accounts)
• Field Mktg centric • Analog in approach
• Improved scale • Email centric • Industry focused • Post hand raise • Reactive
• Fully scalable (5000+ accounts)
• Full funnel • Multiple targeting
options • Pre hand raise • Proactive
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More marketers are
AWARE of ABM
of B2B companies are aware of ABM.
75%
of marketers say that ABM delivers higher ROI than any other marketing approach.
84%
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of B2B companies employing ABM plan to increase their ABM efforts over the next 12 months.
72%
of B2B companies employing ABM plan to invest more in technology over the next 12 months.
61% More
marketers are
USING ABM
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of B2B marketers employing ABM stated they are aligned with sales.
91%
of B2B companies said Account-Based Marketing has an impact on marketing’s success.
96%
More marketers are
having
SUCCESS with ABM
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Buyers at Accounts Consume on Their Own Terms
Anonymous, buying teams
Enter/Exit at will
Binge consume when ready to engage
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Buyer Journeys are complex and variant.
WHERE TO START?
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Identify engagement trends
On Website Known AND Anonymous
By Stage of Funnel which convert best at what stage
With Content Types
How Many Touches per period for
each stage
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What assets resonate with our audiences?
Case Study 16%
eBook 41%
Webinar 13%
Whitepaper 30%
Overall Distribu.on (All Audiences)
0%
20%
40%
60%
80%
100%
Customers Prospects
Assets by Audience
Case Study eBook Webinar Whitepaper
*Data starting in May 2015
Prospects have broader asset consumption appetite than customers
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 Months Before MQL
Field Marketing
Contact Me / Demo Request
Webform
Webinar
Event
Marketing Engagement - Pre Sales
©2016 Copyright Demandbase, Inc. Demandbase Confidential.
7+ Responses/
month
Field Marketing > Sales
5-7 Responses/
month
Demand Gen > Field Marketing
Tactical How To – Webinars, eBooks, WPs, InfoGraphics,
Videos
Identify Buyer Journey Stages
Exploratory Phase
Decision Phase
Purchase Phase
1-2 Responses/month
5-7 responses/month
7-9 responses/month
Webinars, Events, Content
Field Marketing & Contact Me/
Demo
Field Marketing, Events
eBooks, Webinars,
White Papers, Infographics,
Video
Case Studies
Case Studies, Solution Sheets
EXPLORATORY PHASE
RESEARCH PHASE
EVALUATION PHASE
1-2 Responses/
month Demand Gen
Thought Leadership – Webinars, eBooks, WPs, InfoGraphics,
Videos
DEPARTMENT OWNER
CONTENT TYPE
7-9 Responses/
month Field Marketing,
Events Case Studies
5-7 Responses/
month
Field Marketing & Contact Me/
Demo
Case Studies, Solution Sheets
Identify Buyer Journey Trends
EXPLORATORY PHASE
DECISION PHASE
PURCHASE PHASE
1-2 Responses/
month
Webinars, Events, Content
eBooks, Webinars, White Paper,
Infographics, Video
MIND SET OF BUYERS FREQUENCY OF ENGAGEMENT
DEPARTMENT OWNER
CONTENT TYPE
FREQUENCY OF ENGAGEMENT
FREQUENCY OF ENGAGEMENT
Product Insights – Solution sheets, Implementation
Guides, Case Studies
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Build Content/Program Map for Journey
TOP OF FUNNEL: Content Syndication, Webinars, Tradeshows, Thought Leadership collateral, Blogs MIDDLE OF FUNNEL: How to Guides, ROI Calculators, Tips, Product Docs/Web Pages BOTTOM OF FUNNEL: Regional Events, Case Studies, Solution Sheets, Contact Request’s, Product Webinars
©2016 Copyright Demandbase, Inc. Demandbase Confidential.
Content Promotion Plan
Use supporting short form assets to drive faster moving buyer through journey
Promote long form assets via binge consumption and prescribed buyer journey
Bubble up fast moving buyers to sales for real-time follow up, in-the-moment
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Success Metrics for Buyer Journey
Increase Engagement from Target Accounts Increase time with content
Opportunity Influence Sales Velocity ACV
PROGRAM METRICS:
BUSINESS GROWTH METRICS
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Demandbase Journey Performance
Pipeline Influence ACV Funnel Velocity
Influence by Journey +300%* +13%^ +50%*
* (Q215-Q315 vs. Q415-Q116 – Before & After Journey implemented) ^ (Q315-Q16 Influenced by Journey vs Not Influenced)