Account-Based Marketing Across the Funnel

ABM ACROSS THE FUNNELHIGH PERFORMANCE ABM

Jessica FewlessSr. Director, Field and Partner Marketing, Demandbase

Mathew SweezeyPrincipal of Marketing Insights, Salesforce

FRI Metrics, Measurements and KPIs

Keys to Sales & Marketing Alignment SuccessTUESWEDTHURS

Building Your Target Account List

ABM Across the Funnel

MON ABM Fundamentals

@Demandbase #ABMwebseries

HIGH PERFORMANCE ABM WEBINAR SERIESEVERYDAY 10 AM PT

JESSICA FEWLESSSr. Director, Field and Partner MarketingDemandbase@jfewlessB2B

MATHEW SWEEZEYPrincipal of Marketing Insights, Salesforce Salesforce@msweezey

TODAY’S PRESENTERS

AGENDA

• INTRO

• 5 KEY GAINS OF AN ABM STRATEGY

• EXAMPLES

• Q&A

5 KEY GAINS OF AN ABM STRATEGY

LEADS AREN’T VALUED…

- Miller Pierce, 2014 VOC Study

50% of marketing generated leads are

never followed up by sales.

SO IMAGINE IF…

Sales and Marketing focused on

the same list.

THE ABM REVOLUTIONPAST NOW

VOLUME QUALITY BUSINESS METRICS

low conversion quality data high conversion Incomplete data

VANITY METRICS

SMARTER MARKETING WITH ABM

Collaboration vs. Conflict

Quality vs. Quantity

Efficiency vs. Wastefulness

Proactive vs. Reactive

Intelligence vs. Leads

You are on the right track when

5 KEY GAINS OF AN ABM STRATEGYEXECUTION

PLANNING

Set a forecast based on relevant metrics

METRICS THAT MATTER

Pipeline Opportunities

Reach/Engagement

Website Lift

Conversion Rates

SELECT YOUR MARKETING MIX

ADVERTISING

EVENTS

SOCIAL MEDIA

FIELDMARKETING

CONTENTSYDICATION

MARKETINGAUTOMATIONOUTBOUND

DIRECTMAIL

THEMES FOR EVALUATION

Focus on where your accounts are

Focus on marketing mix that will move them through the buyer’s journey

INVOLVE YOUR SALES TEAM

Where do you focus…• You identify through data? • Sales tells you?

Execute – Review – Revise

5 KEY GAINS OF AN ABM STRATEGYEXAMPLES

#1 SALES ENBLEMENT (collaboration)

Email Desk DropInternal Assets

Sales needs to be told what’s new, don’t expect them to ask

Same Message

EMAIL – onboarding Launching a new white paper, webinar series, or other large content asset?

Think about rolling this out with ABM and sales enablement. The ABM program is already running, but how does your sales team know about it, or know the value of it?

You Have To Tell Them.

50% of best in class marketers use email

onboarding. Only 1% of under performers do.

EMAIL - Onboarding

DAY 1targeted email

DAY 4 targeted email

DAY 7 targeted email

3 Day Pause

Add all sales people who’s accounts are

covered

Key factors to include

• Copy and paste templates• Click – to – tweet • How to pitch it • The value it has and who it is for • The goal of the asset

EMAIL Pre-Built TemplatesSet up in your MAP

• When assigning tasks to reps, ensure you have the correct templates for them to already use

• These must be created with their help, if not they won’t be used (collaboration once again)

• Use a naming convention

DESK DROP Old School

Create an attack plan for them

• Flow of the campaign • Goals of the campaign • How it will be evaluated

This month’s Attack plan

INTERNAL PROGRAMSMAP Use your MAP to automate actions

• Use journeys in combination with moving leads through, but also in creating tasks for the sales people to do

• Example: Their account score increased by 10 points, so set up a task for them to call and offer the new asset.

This month’s Attack plan

#2 DYNAMIC OMNI-CHANNEL (proactive)

WEBSITE EMAILADS

Same Message Across ALL Channels

Same Message

CONTEXT IS MOMENTARY

AVERAGE PAGE VIEWS PER SESSION 1.7

DYNAMIC CONTEXT

416% Increase in Demo’sThe idea of Zero Click is to be able to completely change the experience you are presenting to someone based on a variable you know about them. This can be an IP address, a lead score, a buyer persona, etc.

They use ABM to change the headline

and the image to match to different target industries.

They use Marketing

Automation to nurture each

persons interest

They use high end analytics to track the

website overall performance.

NEW OPPS WITH 1/6 OF THEIR

TARGET ACCOUNTS IN 5 MONTHS = $47M

in pipeline

#3 ZERO WASTE A New Idea in Marketing – Zero Waste

ONE TO ONE IN REAL TIME

WEBSITE EMAILADS

WASTE… If you are targeting a person, and you place an ad where others see it, that is called waste.

So if you are only wanting to target one person, yet paying to target 10,000 you have a massive amount of waste.

THERE IS A BETTER WAY. An ad in a magazine has a ton of ‘waste’

REAL TIME BIDThe ability to buy one ad for one person, in real time.

This is the power of all modern advertising platforms, and how things such as ‘re-targeting’ work.

The power now is now in our hands to use to target accounts in real time.

An ad placedvia RTB

has zero waste

THE NEW SALES AND MARKETING MODEL TERRITORY 1ST

A TERRITORY APPROACHEach territory is different so why isn’t your marketing?

PARTNERSHIP IS KEY

Focus on the best opportunities in each city

Build the programs that are needed

Provide a consistent presence in the territory

EVENTS, EVENTS EVERYWHERENEW CRITERIA

HOW DO YOU CHOOSE?

• % Target accounts in attendance?• Volume/Size of oppty attending?• Speaking slot?• Ancillary events?• Industry focus?• Other?

Know what makes for a successful event

COLLABORATION WITH SALES

By doing this you will…• Shield yourself from chasing all requests• Get air cover from sales leadership• Get better buy in from Sales• Make you look like a true partner!

Establish goals, timelines and messaging WITH Sales

SUMMARY

WHERE IS THE BIGGEST SHIFT?

Collaboration vs. Conflict

Quality vs. Quantity

Efficiency vs. Wastefulness

Proactive vs. Reactive

Intelligence vs. Leads

Collaboration with Sales takes time, but it’s worth it!

THANK YOU

#ABMwebseries@Demandbase

Account-Based Marketing Across the Funnel

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