Post on 07-Jan-2017
#FlipMyFunnel Atlanta: ABM Isn't New- How To Align Your Martech Tools to Fuel Growth
Kim HajecHead of Global MarketingTungsten Network
#FlipMyFunnel #ABM@Kimhajec
Technology has caught upConsumer buying behavior has changedMarketers have access to new data and insightSales more reliant on Marketing than ever before
Times Have Changed
#FlipMyFunnel #ABM
Roles of Marketing & Sales - Yesterday
@Kimhajec
Yesterday:
Collect Leads Throw Over The Wall
TradeshowsEmail CampaignsDirect MailTelemarketing
#FlipMyFunnel #ABM
Roles of Marketing & Sales - Today
@Kimhajec
Today:
Collect, educate, nurture, sell and prep for RFP/Close
SEM/SEOWebinarsSocial Media (LinkedIn)Content downloadsVideo ViewsEvents
#FlipMyFunnel #ABM
How To Get Off The Ground
@Kimhajec
Challenges: Changing the mindset of sales executives – who
have found success in the past Marketing is an ally not an enemy Not all sales reps embrace technology What happens when the prospect is more educated
then the sales rep Convincing management to invest in the tools for
success. Aligning with IT for implementation and ongoing
support
#FlipMyFunnel #ABM@Kimhajec
#FlipMyFunnel #ABM@Kimhajec
#FlipMyFunnel #ABM
Refine What Is Familiar
Website
CRM/MA
Content
SEO/SEMSEO and SEM have been around forever, but few really get it. Tap into an expert and clean up your search. This area should continue to improve and get stronger month over month
SEO/SEM
CRM and Marketing Automation tools are key to being able to collect, distribute and analyze prospects/leads/sales for marketing decisions
CRM/MA
Create content that is meaningful to your target audience(s). Content creation never ends – but each piece should have an anticipated shelf life
Content
Focus on Website a key piece of technology that enables all other. Good CMS, architecture, tagging,
Website
@Kimhajec
#FlipMyFunnel #ABM@Kimhajec
All of the Parts Were Broke or Missing
No CRM being actively usedPardot being used as email delivery system only
IP Addresses have been abusedWebsite redesign project taking longer and more
costly than had plannedNo SEO/SEM
Sales has little marketing support other than tradeshows and sales collateral
Sales focused on relationship selling to fortune 1000
#FlipMyFunnel #ABM@Kimhajec
10 Months Later The Engine is Sound
#FlipMyFunnel #ABM
Try Something New
Content creation, refinement and targeting based on long tail search. Delivering the correct message to the correct target at the time its searched!
@Kimhajec
#FlipMyFunnel #ABM
Try Something New
@Kimhajec
#FlipMyFunnel #ABM
Try Something New
@Kimhajec
#FlipMyFunnel #ABM
Technology focused ABM
Where do they want to find you. Each industry, each country and each level is different. Is your data being segmented by how your audience wants to engage with you.
Where
When is the right time to serve up the right content. Is it after a website visit, after a download of a whitepaper, or maybe its before a webinar. Understand what works and repeat.
When
Who is searching for you, what are they looking for and are you delivering the right message/content
Who
How do your prospects/clients like to be talked to. Video, email, blogs, reports, research, infographics. Is it a combination based on where they are in each stage of their buying cycle.
How
@Kimhajec
#FlipMyFunnel #ABM
Origami of Tactics & Content
One to One communicationsIdentify your targetsSpeak their languageTopics and headlines that are meaningful
EmailIndustry related adsShow experience in spaceUnderstanding of challenges
Paid Search & Social
Short/Entertaining/Relevant
VideoThink quality rather than quantity
Events
There are many variations of passages of Lorem Ipsum available, but the majority have suffered.
Video
Paid
Events
@Kimhajec
#FlipMyFunnel #ABM
The Journey & Insight
May 2016 June 2016 July 2016 Aug 2016 Sept 2016 Oct 2016
• Receives & opens webinar invite
• Receives newsletter email & visits content hub
• Downloads e-book• Downloads STP eBook• Re-opens newsletter
email and visits content hub
• Receives & opens nurture email
• Receives, opens & clicks in 2 nurture emails
• Visits multiple pages on website around product offerings
• Visits Tungsten Network website
• Opens & clicks in nurture emails
• Receives & opens email
• Visits Tungsten Network website
+5
+1 +9 +5
+5+72
@Kimhajec
#FlipMyFunnel #ABM
Be Flexible & Nimble
Try Something New
Some things will fail
TRACK TRACK TRACK
Continue to invest in Martech
Partner with sales
Be patient with sales
TRACK TRACK TRACK
If it doesn’t work – move on
@Kimhajec
#FlipMyFunnel #ABM
Thank You!Questions?
@Kimhajec