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©2015 EverString@jaymce #flipmyfunnel
A practitioners approach to building an ABM plan
Jim Walker, VP Marketing :: June 2016
Take part in the conversation!
©2015 EverString@jaymce #flipmyfunnel
A practitioners approach to building integrating an ABM into your plan
Jim Walker, VP Marketing :: June 2016
Take part in the conversation!
©2015 EverString@jaymce #flipmyfunnel
Drawing funnels
3
CustomerOPPSQLSALMQLMELOpen
©2015 EverString@jaymce #flipmyfunnel
Website
Marketing Activities Across Lifecycle
Search Engine Marketing
Banner Ads & Retargeting
Nurture Emails
Website
EverString Outbound
Broad Scale Events
Field Marketing
ACQUISTION
ACQUISTION & AWARENESS
EDUCATION & AWARENESS
Social
CustomerOPPSQLSALMQLMELOpen
©2015 EverString@jaymce #flipmyfunnel
Website
Marketing Activities Across Lifecycle
Search Engine Marketing
Banner Ads & Retargeting
Nurture Emails
Website
Outbound
Broad Scale Events
Enterprise Marketing
ACQUISTION
ACQUISTION & AWARENESS
EDUCATION & AWARENESS
Social
CustomerOPPSQLSALMQLMELOpen
ABM
EverString
©2015 EverString@jaymce #flipmyfunnel
Components of your plan
Your target account list Data preparation and discovery Account based “personalized” messaging Defining your plays Engineering a new account based field org Measuring success
6
©2015 EverString@jaymce #flipmyfunnel
Website
Using predictive to define an audience
Search Engine Marketing
Banner Ads & Retargeting
Nurture Emails
Website
Outbound
Broad Scale Events
Enterprise Marketing
Social
CustomerOPPSQLSALMQLMELOpen
ABM
EverString
©2015 EverString@jaymce #flipmyfunnel 8
Account Selection… the old way
©2015 EverString@jaymce #flipmyfunnel 9
“To give your sheep or cow a large spacious meadow is the way to control him”
-Shunryu Suzuki
©2015 EverString@jaymce #flipmyfunnel 10
ABM starts with Audience Selection
ABM starts with
Audience Selectionis the process of using
data to identify the most relevant prospects…
So you can market and sell to the right prospects, even
if they are not in your funnel
©2015 EverString@jaymce #flipmyfunnel
Use Case Page
Predictive: How it works
11
What are my segments?A segment is defined to effectively identify the right audience to receive a message. Often the message is product related, but can also be for an individual campaign or even just a territory. Please reference the following uses cases for more
1
Create & upload seed listA seed is a list of companies that represent the segment you would like to communicate. This is a simple list of company names and URLs
EverStringUse Case Page
Apply filters, create segment, deliver insightWithin EverString, use an intuitive wizard to apply filters and create your segment. You can then synchronize your segment with your CRM and Marketing automation, assigning accounts into segments and delivering valuable insights
3
Run your campaignsUse your existing marketing tools to create campaigns using your predictive segments
Use Case Page
Use Case Page
2 4
???
©2015 EverString@jaymce #flipmyfunnel
Enterprise Marketing: Account Specific
Within Enterprise accounts the normal lifecycle will be augmented /modified within tiers
12
Segment 150 Tier one accounts
selectively chosen
Segment 2Approximately 200
tier 2 accounts
Segment 3Those not found in
other segments
Direct Touch 1 xDirect Touch 2 xEverString Day/EBC Experience x
Custom Landing/Resource Page x x
Custom Newsletter x x xEnterprise Nurture Path x x xEvent Treatment x x x
SEGMENTS
©2015 EverString@jaymce #flipmyfunnel
How to: Account Based Marketing
13
Account Research & Information
Use a specialized SDR to research &complete the signal list and
identify individuals
Run a mini- marketing organization around each account to develop account persona and explicit
contentData
Preparation
Map leads to accounts
Improve data quality
©2015 EverString@jaymce #flipmyfunnel
How to: Account Based Marketing
14
Account Research & Information
Use a specialized SDR to research &complete the signal list and
identify individuals
Run a mini- marketing organization around each account to develop account persona and explicit
contentMessaging
Account Personas
Create a persona for the account to
drive message
Data Preparation
Map leads to accounts
Improve data quality
©2015 EverString@jaymce #flipmyfunnel
Understand Your Sphere of Influence
VP MarketingYour buyers boss. In smaller orgs, the buyerInfluence: HighMarketing Ops
Responsible for managing marketing automation
Influence: High
Sales OpsResponsible for managing CRM and
reportingInfluence: Medium
VP SalesUltimate beneficiary of our valueInfluence: Medium
acquire
manage
demonstrateBuyerDemand GenSales Ops
©2015 EverString@jaymce #flipmyfunnel
Understand Your Sphere of Influence and the role of account
VP MarketingYour buyers boss. In smaller orgs, the buyerInfluence: HighMarketing Ops
Responsible for managing marketing automation
Influence: High
Sales OpsResponsible for managing CRM and
reportingInfluence: Medium
VP SalesUltimate beneficiary of our valueInfluence: Medium
acquire
manage
demonstrateBuyerDemand GenSales Ops
ACCOUNT PERSONA
©2015 EverString@jaymce #flipmyfunnel
Account Based Marketing Plays
17
BUYER Physical Mailer Email Nurturing Invite to Micro Event SDR Call w/ALL
Targeted Display Postcard Email Nurturing SDR Call w/ ENGAGED
INFLUENCERS
opportunity
story
©2015 EverString@jaymce #flipmyfunnel
Enterprise Marketing: Regional Events
Each enterprise rep will be given a budget (credits) and a menu of items they can plan in region
Marketing will create & support “canned” events
Reps with close partnership with SDRs will need to support in region, & within account to help drive demand strategy
18
Event Impact CostCMO Dinner high 4Level 2 Dinner medium 3Sporting Event low 3Panel/Speaking Event high 5Regional Show medium 2
Each region will control its own destiny each quarter for regional events
©2015 EverString@jaymce #flipmyfunnel
Account Based Marketing & Measurement
19
opportunitymarketing influence
©2015 EverString@jaymce #flipmyfunnel
Account Based Marketing & Measurement
20
Its all about the journey• Influence: How much are we influencing
deals as they flow through the buying processAcceleration: how quickly this move to opportunity
• Depth: here does the handoff happen to sales?
opportunitymarketing influence
©2015 EverString@jaymce #flipmyfunnel 21
Key Takeaways• Map ABM to where it makes sense, for us it was
enterprise• Your plan doesn’t have to boil the ocean… use the
components of the plan that are right for you now• You can run traditional and ABM at the same time,
perhaps aligned around your GTM• ABM cuts across the entire funnel• Get the accounts selection right, without it ABM can
get pretty expensive
@jaymce
THANK YOU!