ABM - The WD40 for Your Marketing and Sales Machine

ABM - The WD40 for Your Marketing and Sales Machine

December 2016Heidi BullockGVP, Global MarketingMarketo

@HeidiBullock

Page 2@HeidiBullock

Agenda

1. Challenges2. Key Considerations3. Case Study

@HeidiBullock

You have a job to do but it’s getting harder

@HeidiBullock

1. Need more pipeline in the right accounts!

“I have sooo much pipeline I can just go home!”

@HeidiBullock

2. Need to do more with less

We still have to build 10 more marketing programs

and don’t have Kate’s backfill…

@HeidiBullock

3. Marketing and Sales Need Alignment…but

We don’t always see things the same way

@HeidiBullock

4. ROI on your initiatives

@HeidiBullock

#Mood

@HeidiBullock

Don’t worry everyone…

Section 1 – Key Considerations

Page 11@HeidiBullock

More $ to acquire, but bigger deal size, recurring revenue, cross-sell.

Less $ to acquire, but higher churn and lower customer satisfaction.

#1: Not All Leads are the Same

@HeidiBullock

#2: Define your Revenue Model with Stages and SLAs

@HeidiBullock

#3: Work back from your objective – don’t start with tacticsThe Central Region needs to close $2.4M this quarter – how will we get there? Need a total of 9 opps in target accounts.

Program Stage Goal Est % close

Analyst Field Lunch Mid 3 opps 1 opp

Digital Transformation Webinar for Execs

Mid 2 opps 1 opp

Leadership Forum Mid 4 opps 2 oppC-level dinner Late 6 opps 2 oppExec meeting with dm Late 5 opps 3 oppTotal 20 9 opps

@HeidiBullock

#4: Measure at Different Time PointsExample: Target AccountsGoal = Create pipeline and revenue within target accountsMetrics = early: engagement score, mid: number of meetings, late: pipeline and pipe coverage in TAs

1• Lift in website traffic – target

accounts visiting site

2• New names in target account

(building out white space)

3• Target accounts visiting dedicated

account pages, converting

4• Engagement score for set of

programs per month

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

1 # of opportunities in target accounts

2•First Touch Ratio

3•Multi Touch Ratio

4 Pipeline in target accounts

Early Mid Late

@HeidiBullock

#5: Be Thoughtful about your Technology

@HeidiBullock

#6: Have a Few Key Metrics and Iterate to Improve Results

vs.

@HeidiBullock

#7: There is no ‘I’ in Team

I missed my number dude. I don’t care if you generated 2000 MQLs.

@HeidiBullock

• Develop a plan for both sales and marketing to execute• Agree on SLAs, definitions, metrics• Coordinate outreach • Train reps on how to use tools and programs• Get feedback• ABM is a great approach…

Sales and Marketing Alignment

Section 2 – ABM Framework

Page 20@HeidiBullock

Five Steps to Account-Based Marketing

Identify Accounts

1 2 3 4

Profile Accounts

LaunchCampaigns

Measure & Analyze

5

Create Content

1. Identify High-Value Accounts

@HeidiBullock

Leverage Account Identification ToolsAccount Data: Niche Solution:

Ex. Competitive Data: Account Scoring:

etc.etc.etc.

@HeidiBullock

ENT Account Scoring Model

Historical Data- Win rate- Deal Size- Etc.

Firmographic Data- Annual Revenue- Employee Size- Etc.

4K+ Signals- Social Media Activity- Funding- Etc.

@HeidiBullock

Account Selection ProcessTop 20 Tier 1 Tier 2

Number of accounts 20 ~500 ~1200

Selection criteria • Sales leadership to provide

• Account score = 75+• Each rep to pick 10

accounts• Filtered out some

industries: e.g. Real Estate, Non-profit, etc.

• 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

2. Account Profiling and Mapping

Page 26@HeidiBullock

Account Profiling and MappingBuild a plan to focus on the right part of the organization: Gather research:• Financial health• Business initiatives• Personnel developments• Technologies• Org structure• SWOT analysis• Industry analysis

Acme IndustriesIn-depth Company ReportAugust 2015

@HeidiBullock

Account Profiling and Mapping Example

3. Understand Your Buyer: Create Compelling Messaging and Content

Page 29@HeidiBullock

Personas / Pain PointsLitmus Test:Can you create a video or write a blog this person would like?

What question would you ask to identify them on your website?

What does sales need to know about them?

What are the main pain points they have?

Page 30@HeidiBullock

Engage Your Buyer to Stand Out

E = Relevant Content + Right Time + Personal

Page 31@HeidiBullock

Map Content to Stages

End User

Page 32@HeidiBullock

Website Personalization for Testing

CTR: 1.37% CTR: 2.37% CTR: 1.39% CTR: 1.96%

Page 33@HeidiBullock

ABM ExampleVisitors from UPS Visitors from Barclays

Increased opportunity stream from target accounts

4. Develop Targeted & Personalized Campaigns

Page 35@HeidiBullock

Campaign Flow Example – with Sales!!

Goal: IdentifyDecision Maker

Email Programfor Opt-ins

3. Connect: Follow-up w/calls

1. Drive Awareness: LinkedIn, Facebook Targeting, Website

Personalization

2. Engage: Field Events – Upcoming

Goal: IdentifyInfluencers

Ongoing Email Campaigns

3. Connect: Follow-up w/ those who

engage

1. Drive Awareness: Targeted Display

2. Engage: Direct Mail Campaigns

Decision maker:

Influencers:

@HeidiBullock

ABM Tiered Programs

@HeidiBullock

Replicating a Webinar Program….. Email Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList

Email Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList

Copy EditEmail Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList

22 Laborious Steps – 2+ Hours

@HeidiBullock

Replicating a Webinar Program with AutomationEmail Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList

Email Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList

Clone

Program-level fields

1. Webinar name2. Webinar title3. Speaker name4. Speaker title5. Webinar Description6. Date7. Time

Push

8 Quick Steps – 3 Minutes

Case Study

@HeidiBullock

Goal: For SMB, drive higher value deals Strategy: Leverage ABM to market and sell to higher value accounts – use vertical messaging and content – asset managementMetrics: engagement with select programs (early), connect rates with SDRs, meetings accepted,(mid) pipeline created (late)Timing: month one, three months out, 1 yearQuestions:

• Are we increasing velocity with these accounts in this vertical?• Is the ASP on average higher?• Higher win rate?

ABM for SMB

Page 41@HeidiBullock

Identify Target Accounts from Lead DB

@HeidiBullock

• Did they agree with the list – did they have other accounts to add?• Purchased additional contacts• Applied ‘account score’ for further

prioritization• Training and key materials

Battle cards Thought leadership content Pitch deck Email templates Recorded training Journey deck

Worked Closely with Sales

Page 43@HeidiBullock

*VIX Index: Chicago Board of Options Exchange (CBOE) Volatility Index.

Pain Points and Targeted ContentAcquire Clients

Retain Clients

Build Client Trust

@HeidiBullock

The Volatile Markets Webinar Series! 11 Attendees, 3 Opps

9 Attendees, 3 Opps

21 Attendees, 2 Opps

Page 45@HeidiBullock

*VIX Index: Chicago Board of Options Exchange (CBOE) Volatility Index.

Asset Management Volatility Accelerators

June 13th

Brexit

Page 46@HeidiBullock

*VIX Index: Chicago Board of Options Exchange (CBOE) Volatility Index.

June 13th Volatility Accelerator

Page 47@HeidiBullock

*VIX Index: Chicago Board of Options Exchange (CBOE) Volatility Index.

Brexit Accelerator

Page 48@HeidiBullock

*VIX Index: Chicago Board of Options Exchange (CBOE) Volatility Index.

Campaign Details and Results

22 Opps

~$1M in Sales Pipeline

ACQUIRE

RETAIN

TRUST

Email Webinars Results

@HeidiBullock

Early Measurement Program Comments Metric RatingBlog Does this messaging

resonate?New names from target

accounts

Email Campaign Is our content helpful? Open/CTR – download of asset from target accounts

Webinar Series Can we engage these accounts further?

Reg/Attend rate from ta’s Follow up connect rate >1/3

Field Event Can we engage these accounts further?

Reg/Attend rate from ta’s Follow up connect rate >1/3

Accelerator - SDRs

Let’s narrow the pool further – are any leads

ready now?

Meetings – sales accepted leads

@HeidiBullock

Later Stage AssessmentLate Indicators Metric Comments RatingSales accepted meetings

Ideally >1/3 are accepted

Majority of programs met this but some did not.

FT Pipeline/MT Pipeline

Are we creating pipe in our target

accounts?

Above our goal for pipe in TAs

Win rate in target accounts

Is the win rate higher in target accounts

versus non?

7% higher in target accounts

ASP in target accounts

Is the ASP higher in target accounts

versus non?

For won deals, notably higher

Page 51@HeidiBullock

ABM Web/Email Activity Report

Page 52@HeidiBullock

Other Questions:

Which channel is best for fast opportunities?

How is investment/opp trending?

Page 53@HeidiBullock

How am I doing in my Target Accounts?

Page 54@HeidiBullock

How are we doing in the Acme Account?

Thank You!