Multi-Channel Personalization: The Key to Account-Based Marketing Success
Charm Bianchini Sr. Director Marketing, Marketo @charmbianchini
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A strategic approach to sales and marketing where you focus your efforts on a specific set of high-value accounts with personalized messaging, campaigns and outreach
Account-Based Marketing (ABM)
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The ROI Is Very High
“92% of marketers worldwide consider ABM extremely important or very important to their overall marke=ng efforts”
Source: Altera Group
97%
said ABM had a somewhat higher or much higher ROI than other marke@ng ini@a@ves
84%
said ABM provided significant benefits to retaining and expanding exis@ng client rela@onships
-‐ SiriusDecisions
-‐ Altera Group
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1 • Closed Won Revenue ($)
2 • Closed Won (#)
3 • Opportunities (#)
4 • Pipeline ($)
5 • Sales Qualified Leads (#)
6 • Marketing Qualified Leads (#)
Start with the Goal
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Five Steps to Account-Based Marketing
Iden@fy Accounts
1 2 3 4
Profile Accounts
Launch Campaigns
Measure & Analyze
5
Create Content
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Account Identification Considerations
High Yield
Product Fit
Strategic Importance
Compe@tors’ Customers
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Example: Marketo Technologies Used
Account Selec+on
Mul+-‐Channel Programs
Niche Solu+ons
etc. etc.
Marketo ABM
etc.
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Account Selection Process Top 20 Tier 1 Tier 2
Number of accounts 20 ~400 ~1200
Selection criteria • Sales leadership to provide
• Account score = 75+
• Each rep to pick 10 accounts
• Included key verticals
• Each rep to pick 30 accounts
Use predictive account score AND rep knowledge to select accounts • Tiers for target accounts • Accounts will be locked for 6 months
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Account Profiling and Mapping
Build a plan to focus on the right part of the organization: Gather research: • Financial health • Business initiatives • Personnel developments • Technologies • Org structure • Industry analysis • Etc.
Acme Industries In-depth Company Report August 2015
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• Videos • Industry reports
• Webinars
• SlideShare presentations
• ebooks
• Blog
• Podcasts
• Infographics
• Activity Books/Worksheets
Be Creative
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Multi-Channel Approach
Get Your Voice Heard: • Use as many channels as possible • Take a systematic approach • Coordinate your story • Laser target your audience • Personalize your outreach
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Buyers Demand a Personalized Experience
89% of marketers report improved business from personalization
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Demographic/Firmographic
• Segmentation • Age • Location • Gender • Birthday • Industry • Company size
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Leads who are nurtured with personalized content produce a 20% increase in sales opportunities
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Marketers see an average increase of 20% in sales when using personalized web experiences
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Example: Target Account Emails Highly customized emails personalized with: • Account’s unique
challenges/objectives • Marketo’s ability to address
challenges/meet objectives • Relevant case study and
metrics
Email: -45% open rate -Meeting set with VP and team
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Example: Marketo Landing Page
Conversion rates (3/15 – 11/1): Enterprise: Default: 42%; Personalized: 59% Verticals: Default: 42%; Personalized: 71%
Default Personalized
Definitive Guide to Web Personalization
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Geo Location Industry Company Revenue
Personalized Retargeting
Website, Display, Social
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2x more lead conversions 117% increase year/year in qualified leads
Example: Google Retargeting
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Example: Digital Advertising
Results: -3X higher CTR -ENT ABM highest conversion rate from our LinkedIn campaigns
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Video for Lead Generation
• Powered by Vidyard • Webinars • Demos • Videos
• Scoring improved • Before visits and now engagement • Score based on length of time people watching • Better quality leads
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Example: Volatile Markets 11 Attendees, 3 Opps
9 Attendees, 3 Opps
21 Attendees, 2 Opps
Results: ~Over $1M in sales pipeline
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1 • Lift in website traffic – target
accounts visiting site
2 • New names in target account
(building out white space)
3 • TAs visiting dedicated account
pages, converting
4 • Engagement score for set of
programs per month
Early
1 • Program success with a target
account
2 • Call connects (target accounts)
3 • # of meetings w/in target account
4 • Marketing qualified leads (MQLs) in
target account
Mid
1 • # of opportunities in target accounts
2 • First Touch Ratio
3 • Multi Touch Ratio
4 • Pipeline in target accounts
Late
Know What To Measure When
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Salesforce Dashboard
Results: -35% increase in ASP -4% of accounts driving over 30% of pipeline
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Key Takeaways
• Determine if ABM works for you • Create diverse, connected messaging across
channels • Coordinate your multi-channel strategy and be
personal • Collaborate with cross-functional team • Measure and improve
It’s all about FOCUS!