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The ABCs of Account-Based Marketing
Presented by:
Jon Miller Co-founder & CEO
Atul Kumar Chief Product Officer
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House Keeping
• What is Account-Based Marketing
• 3 Step Model for Account-Based Marketing
• Metrics for ABM
Topics for Today
Different Deal Types Require Different Types of Marketing Support
Different Demand Types
Account-Based Marketing
Demand Generation
©2015 Engagio, Inc. All rights reserved.
Account-Based Marketing: A strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts
– @jonmiller ©2015 Engagio, Inc. All rights reserved.
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. All rights reserved.
Different Tactics
Inbound vs. Outbound
You Need Targeted Tactics to Reach Specific People at Specific Accounts
©2015 Engagio, Inc. All rights reserved.
“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. All rights reserved.
Companies typically invest 1 to 3% of deal value on ABM for each account.
ABM Today is Like Like Lead Nurturing in 2008
The Next Big Thing?
Google Trends
“Sales has been doing target account selling for years; marketing is now sophisticated enough to do some of the same tactics at scale.”
“Your timing is very good, based on what we see
happening at Sirius. We launched an ABM practice in response to a groundswell.”
“Account based marketing is red hot...several
attendees named account based marketing as their top priority right now”
“…it’s clear that we’ve passed the fad phase of ABM’s most recent comeback. Now, we’re
solidly in the trend phase.”
Marketers know they need to do it, and are trying to figure out how
ABM Planning Starts With The Account, Not the Offer
©2015 Engagio, Inc. All rights reserved.
#Fl ipMyFunnel
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
EN
ABM
B2B Buying Is A Team Sport
Stake Holder Security Officer
Economic Buyer
Project Lead Approver
User
Your Customer
©2015 Mintigo, Inc. All rights reserved.
= Above $1B in revenue HQ in North America Financial roles & ;tles
Company • Revenue • Number of Employees • HQ Loca;on • Industry • Contact informa;on • Behavioral data • Product Usage / Ownership
10% to 20% of your top accounts don’t fit your defini;on!
Your Customer
Who Are Your Customers?
©2015 Mintigo, Inc. All rights reserved.
= Early adopters Compliance requirements High turnover in IT
Company • Cloud Compu;ng: AWS • Marke;ng Automa;on: Eloqua • CRM: Salesforce.com • Compliance requirements: PCI/DSS, HIPPA, Truste
• Hiring employees: SEIM, cyber a[ack, cyber security, IT security, security cer;fied
You can’t target what you can’t see!
Your Customer
Who Are Your Customers?
©2015 Mintigo, Inc. All rights reserved.
Buyer Lifecycle Marketing
Fit Analysis -‐ Journey Relevance
Intent Analysis -‐ Journey Relevance
Behavior Analysis -‐ Journey Relevance
Acme Inc.
©2015 Mintigo, Inc. All rights reserved.
Get A Full Picture Of Your Customers
Marketing Indicators • Hiring PR Positions • Hiring Marketing Communications Positions • Hiring Content Marketing Positions • Hiring Promotions Positions • Hiring Demand Gen Positions • Hiring Digital Marketing Positions • Social Network Advertising: Twitter • Social Network Advertising: Facebook
Advertising Platforms • Online Advertising Platform: AdRoll • Advertising Platform Technology: FetchBack • Website Technology: Ad Services • Advertising Platform Technology: Atlas • Advertising Technology: DoubleClick for Advertisers
Email Marketing Technology • Email Marketing Technology: VerticalResponse • Email Marketing Technology: MailChimp • Email Marketing Technology: AWeber • Email Marketing Technology: iContact • Email Marketing Technology: Cheetahmail • Email Marketing Technology: Constant Contact
Marketing Automation Software • Marketing Automation Technology: Pardot • Marketing Automation Technology: Act-On • Marketing Automation Technology: Eloqua • Marketing Automation Technology: Unica • Marketing Automation Technology: Genius • Marketing Automation Technology: Hubspot • Marketing Automation Technology: Marketo • Marketing Automation Technology: Silverpop
Digital Marketing Technology • Digital Marketing Technology: Tealium • Digital Marketing Technology: Ensighten • Digital Marketing Technology: Optify • Digital Marketing Technology: ExactTarget • Digital Marketing Technology: LeadLander
Marketing Content on Website • Website Content: Newsletter • Website Content: Whitepapers • Website Content: Webinar • Website Content: Blog Contact Form in • Website Infographics Technology: Visually • Infographics Technology: Infogram
150M Contacts 10M Companies 2500+ MIs
©2015 Mintigo, Inc. All rights reserved.
Identify The Ideal Customer DNA
Ideal Prospect 150-‐250 MIs
Customers
Prospects
Predic;ve score & Insights
2,500+ MI’s 10 MM Companies 150 MM Contacts
Data as is . . . Enriched Validated Appended
©2015 Mintigo, Inc. All rights reserved.
What Does Sales Want From Marketing?
©2015 Engagio, Inc. All rights reserved.
What
“A meaningful and real relationship with the decision-makers + relationship with all significant decision influencers + understanding of the dynamics of the specific customers' business.”
New relationships: • Accurate and clean contacts
• Air cover (awareness) • Access and coverage (e.g.
engagement heat map) • Meetings (where person knows why
they are meeting)
Insights: • Research: org chart, budget,
initiatives, priorities • Timeline: what’s gone to each
customer, their status, etc. • Reasons to call
• Account specific content
With #ABM you need to knock on people’s doors.
– @jonmiller
©2015 Engagio, Inc. All rights reserved.
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Opt out, tune out, toss out
Outbound Does Not Mean Interruption Account-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. All rights reserved.
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. All rights reserved.
Focus On Your Customers
• Understand the persona of your best customers
– help you create content and discover segments to target
• Find the best accounts to target – build predictive models to identify best accounts who are likely to buy your product & services
• Discover new accounts
– target accounts that are interested in your products but haven’t interacted with you directly
Your Customer
©2015 Mintigo, Inc. All rights reserved.
Commonly Used ABM Tactics Events Outbound Digital
• Owned events • Partner events • Third-party events
• Prospecting (SDR) • Email • Phone • Social
• Direct mail / dimensional mailer
• Ads • IP-based ads • Retargeting (persona-
based ads) • Facebook / Twitter ads • LinkedIn ads
• Web personalization • Paid lead gen
Channels
©2015 Engagio, Inc. All rights reserved.
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. All rights reserved.
It’s called “business to business”, not “business to lead”
– @jonmiller
©2015 Engagio, Inc. All rights reserved.
Waterfal l is Insuff icient
Coverage Do you have sufficient data, opt-in contacts, and account plans for each target account?
©2015 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (1)
Awareness Which target accounts have any awareness of us? Are they visiting the website?
©2015 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (2)
Engagement Are the right people at the account spending time with your company, is that engagement going up over time?
©2015 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (3a)
Engagement Are the right people at the account spending time with your company, is that engagement going up over time?
©2015 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (3b)
Marketing Qualified Account (MQA): An account (or discrete buying center) that has reached enough aggregate engagement.
Engagement Are the right people at the account spending time with your company, is that engagement going up over time?
©2015 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (3c)
Program Impact Are marketing programs reaching the target accounts? How much waste is there?
©2015 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (4)
FOCU
S %
of s
ucce
sses
from
ta
rget
acco
unts
COVERAGE
% target accounts with a success
Influence How are the ABM activities improving sales outcomes such as deal velocity, win rates, average contract values, retention, and net promoter scores
©2015 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (5)
• “Top 25% engagement = 18% faster sales cycles.”
• “Accounts with >three engaged contacts = 15% higher contract values.”
• “Accounts that attended that dinner = 16% more movement to next opp stage.”
ABM Market Map
ABM Consulting
Selection Insights Content Interactions Orchestration Measurement Identify target accounts and contacts
Understand what is relevant and resonant at account (triggers, priorities, etc.)
Create account-specific content and messaging to use in outreach
Manage 1:1 account-specific interactions in channel – Events, Outbound, Digital (ads, web)
Orchestrate intelligent account plans across teams and channels
Show impact of ABM efforts: coverage, awareness, engagement, impact, influence
Com
plem
enta
ry
Web
A
ds
Dat
a Pr
edic
tive
Paid
Insi
ghts
Sa
les
SDR Direct
• Account-based marketing coordinates personalized marketing and sales efforts to land and expand named accounts
• ABM delivers the highest ROI of any B2B marketing strategy or tactic
• Outbound does not necessarily mean interruption; use account-specific content to reach out
• There is no magic campaign; success comes from a mix of integrated tactics
• Leads are insufficient to measure account-based marketing; measure via coverage, awareness, engagement, impact & influence
Tweetable Takeaways
@jonmiller @atkumar47
©2015 Engagio, Inc. All rights reserved.