Post on 14-Apr-2017
WHAT’S YOUR DATA PLAN?
WELCOME Creating an Ideal Customer Profile
Build & Execute a Data Driven ABM
Campaign with Marketo
Got your attention?
$600 BILLION ANNUALLY
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Business initiatives fail due to
bad data quality
40%90% Businesses Fail in the 1st 2 Years…
Why?
Sales reps time wasted on
researching prospects
30%
Best practice orgs realize 70% more revenue than average organizations solely based on data quality!!
70%
5SIRIUS DECISIONSCOST OF DIRTY DATA ON DEMAND GEN
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DATA QUALITY MANAGEMENT CHALLENGES
Implementing a formal data
quality initiative is a difficult
undertaking. Many obstacles
cause friction:
Who Owns the Data? No business unit or department feels it is responsible for the problem
• It requires cross-functional cooperation
• It requires the organization to recognize that it has significant problems
• It requires discipline
• It requires an investment of financial and human resources
• is perceived to be extremely manpower-intensive
• The return on investment is often difficult to quantify
DATA IS IN DEMANDData analytics is now an essential part of marketing:
Data driven marketing is an executive focal point in 2016
CBS News ranked Data Scientist as the top paying job for 2016
Fortune Magazine ranked Data Scientist as the top paying job in 2016
Glassdoor ranked Data Scientist as the best job to land in 2016
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DATA DRIVEN ABM
A great place to start your
takeover
• 70 % of B2B companies have staff that are fully or partially dedicated to driving ABM-specific programs
• 58 % have a pilot or test program and 41 % have a full program in place. [last year only 20 % of companies had full programs in place]
• Marketers are using technology to deliver and scale ABM, with 58 % of companies planning to invest in services or technology in 2016.
• Data Driven Account Based Marketing Increases Opp Conversion by 400%
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SIRIUS DECISIONS WATERFALL
ABM Success Plan
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THE IDEAL CUSTOMER PROFILE IS THE 1st STEPABM
Stop with the guessing game. Use
data science to define your ICP
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CHALLENGE – 100% DATA ACCURACY
• Inaccurate Account Fields
• Missing Account Fields like Industry, Emp, Revenue, Geo
• Non Standard Field Values like Company Name, Title, State
• Account Valuation
• Industry Mapping/Standards
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SOLVED – APPENDING ACCOUNT DATA
• Evaluated over 15 different data vendors for quality
• Normalized RingLead Account Name & other data to improve match on vendor data
• Append & validate websites to100% fill
• Appended Firm Data from multiple vendors at 80% success rate (Data.com averages 40% match)
• Standardized multiple data vendor formats for ‘Industry’ into RingLead’s format (1000’s to under 50)
• Hand Verified all Accounts with research team and filled 100% of critical fields
Research & Analysis
Target New Prospects
Gert Ford
10/20
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HOW TO FIND ICP?
Start by analyzing customer
data
Summarize the following by:
Industry, employee, revenue, geography
● Customer Acquisition Value
● Lifetime Customer Account Value
● Velocity through pipe
● Product Support and Usage history
15Standardize - Industry Values
• Industry: Translation NAICS 1 -> SIC 1 -> your own
• Which industry code applies to your customer base
• NAICS Lookup: www.naics.com/sic-codes-industry-drilldown
• Extremely manual!
• Created an industry code translation
• NAICS to SIC
• NAICS “Crosswalk” pdf
• Convert to Excel file
• SIC to SIC “Title” Code
16Account Valuation: Roll-up SummarySummary Type = SUM Summary Type = COUNT
17Utilize “Bucket Fields” in Reporting ● Create Bucket Fields for Employee
Range & Annual Revenue○ Define the Range and Name○ 4-5 “groupings” is recommended
● Other considerations:○ Account Value (AV Tier) – from previous slide
● Defines the Tier for the Lifetime account value● Ex. “Platinum Tier” $100K – 200K
18Run Reports and Use Charts
Acquisition vs. Renewal
Age of Case by IndustryLargest Oppty $$ by Revenue Group
Lifetime Account Value by Industry
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CREATE HEAT MAP FROM TOP 20% OF YOUR REPORTS
Industry
■ Highest ASP
■ Highest close rates
■ Fastest pipe velocity
■ Highest Product Usage
■ Longest Customer Lifecycle
■ Least amount of cases
Revenue
■ Highest ASP
■ Highest close rates
■ Fastest pipe velocity
■ Highest Product Usage
■ Longest Customer Lifecycle
■ Least amount of cases
Etc
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ICP RESULTS“Target Accounts”
• Industry: Software Companies
• Location: California, New York
• Size: 200-5000 employees
• Revenue: $25M - $1B
• Technologies used: Salesforce and Marketo
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FIND LOOK ALIKE ACCOUNTS
• Used RingLead’s Market Mapper finds look alike companies
• Used BuiltWith, Ghostery, Datanyze to confirm technologies on company sites
• RingLead identified 400 -500 companies that match ICP
• RingLead created a dynamic spreadsheet that can be used to identify customers that match profiles from any list.
MAP ENTIRE ADDRESSABLE MARKET
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USE ASP TO CALCULATE OPPORTUNITY COST & GOALS
PROVE IT!
$25,000 ASP on 400 companies
• 10% close rate expected in first 120 days = $1,000,000
• 20% close rate expected within 8 months = $2,000,000
• 30% close rate expected within one year = $3,000,000
How many salespeople do you have determines how many accounts to target
RingLead assigned 40 Accounts each to 10 sales reps. It’s hard to build solid relationships with more than 40 Accounts at a time and expensive
BUILD THE BUDGET
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IDENTIFY TARGET PERSONAS AND STAGES TO ENGAGE
Run Reports:
• On customers → see which titles engage with your Sales & Marketing
• Identify when (stage) key personas get involved in Lead/Opportunity lifecycle.
Identify which Marketing/Sales channels each persona typically engages with.
Map out the contact roles by mining key personas from web and 3rd party data sources.
• Capture
• RingLead Data Sources
• RingLead Research Team
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IMPORT IDEAL PERSONAS/LEADS INTO MARKETO AND LINK THEM TO SFDC ACCOUNTS
• Identify and prevent duplicates
• Update duplate records with most recent data and add them to the campaign
• Append Firmographic, Contact, and Social Data
• Link Leads to Accounts or convert into Contacts
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OPTIMIZE MARKETO TO FACILITATE INBOUND LEADS
When running account based campaigns in Marketo, inbound Leads need to be linked to target accounts for many reasons…
• Attribution• Assignment• Append/Segmentation
Linkage via list upload, web form, and API and manual creation.
The integration works real time and on demand. Map Account fields onto the Lead object in SFDC.
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BUILD MULTI CHANNEL MARKETING CAMPAIGNS
Sales Rep Email Cadences
• Salesloft
• Outreach.io
Marketo Email Outreach
Blogs
• Kapost
• LeadMD
Ebooks
Case Study’s
• Totango
Events
• Tradeshows
• DoubleDoutch (hosting)
• InkGlobal (Ads)
• Eventbrite
• Webinars
• GoToWebinar
• Dinners/Lunches
SEO/SEM
• Terminus
Retargeting
• Adroll
Social Ads
• Terminus
Direct Mail
• Printing 4 Less
• We did a Rubix Cube :)
Telemarketing
• Call Scripts
• Objections
• SLA
• Insidesales.com
• New Voice Media
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TRACK AND OPTIMIZE MARKETING CHANNELS
• As outbound marketing and sales
efforts begin to push inbound lead
creation, it’s important to monitor each
channel’s effectiveness.
• If you are linking Leads to Accounts, it’s
easy to build reports that show % of
leads from target accounts per
channel.
• Adjust campaign budgets based on
highest performing
• Adjust messaging to personalize
channels to bring in the right type of
contact roles at the right time.
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MAKE SURE SALES and MARKETING ARE ALIGNED
Target Personas
• When to reach out to each persona during
• How many times to call/email each persona
• What content to use
• Case Studies
• Ebooks
• Email templates
• Events to help promote
Activity cadences
Activities/Tasks should be auto generated for key touch points
Account Based Marketing requires Sales and Marketing alignment. It’s important to get sales to agree on an SLA that covers
31Campaign Outline - Best Practice 15 business days target timeline
32CAMPAIGN OUTLINE Email 1Look out for a package from us!
TMA 1Low cost, self-mailer for address verificationFolding piece – map/ infographic
Email 2Take the next step in your journeyHigh level touch about the solutions TMA/SwagIQDownload this resource (TBD)
TMA 2Fuel up, here’s your guideTravel mug (branded)TMA/Swag Guidebooks
Begin BDR outreach – touch 1
Email 3Achieve more growth with dimensional mailTrigger libraryPersonalize with: Platform-specific language
BDR Touch 2
TMA 3“Window into your future” / Viewmasterincorporate loss language into DeckUse cases and trigger library (printed)
BDR Touch 3
Email 4Don’t get left behind / Model your journey on our customer successDownload the customer case study(s)
CitrixExpedia
BDR Touch 4
Meeting MakerIt’s time to take the next step. We’ve got the tools you need. Meting maker offer options:
Apple watchHydrogen powered toy car (Lower level contact)Sonos Speaker
Email 5 Webinar Invite
BDR Touch 5
BDR Touch 6
RingLead Data Analysis• Run Duplicate Analysis on Leads, Contacts, Accounts
• Run Field Diagnostic to identify missing data
• Build Custom ICP Reports
• Give you ICP Spreadsheet
• Append up to 1000 Accounts with highest quality data
Questions?We love it when you talk data to us
Let someone from RingLead know if you would like us to come into your office for a data analysis
John Kosturos818 392 4423
jkosturos@ringlead.comRinglead.com
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CONTENT CREATION
1. Use what has worked before1. Look at your best emails and sends from the past. 2. Use those pieces for this campaign in a different structure*The temptation is to create everything new. The reality is this will delay any kind of learning.*
2. Remember Sales needs scripts and emails that match the marketing messages1. Again think about reusing things that have worked before
4. Don’t over think the items in the tactile send. 1. Look for cost effective 2. No one will buy because the toy you sent was perfect.
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Email #1
GoalIntroduce RingLeadGenerate interest in the package to come
Key Takeaway RingLead is doing something cool and I should pay attention
What Audience gets Heads-up that they will be receiving packages from RingLead
Additional NotesSubject line “Look out for a package from us!”
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TMA #1
GoalAddress verificationInitial Engagement
Key Takeaway Proof of Data Quality Urgency
What Audience GetsFolding ‘map’ piece / infographic Possible pop-up component
Additional notes Low cost initial outreachMail first classGet return/undeliverable info
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Email #2 GoalIntroduce RingLead data quality solutions Prep recipient for more things to come
Key TakeawayI need to follow another path to drive the results I want
What Audience getsAccess to thought-leadership materialMental preparation for taking the next step in their journey
Get the most from your dataTime for the next phaseRefuel for the road ahead
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TMA #2GoalTo make an impression with a dimensional mailer that is perfectly tuned with our campaign theme and also delivers high-impact educational content.
Key TakeawayDirty data can cost a company up to 70%. Lost revenue!!! Every single campaign is impacted by data quality
What the Audience GetsCraft box screen printed with map imageryInside, branded mug and RingLead guidebooksMessaging: Fuel up, get ready for the rest of the trip / Every trip is better with a guide
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Email #3GoalGenerate a sense of urgent need for using RingLead to clean and enhance CRM Data
Key Takeaway I am missing out on revenue by not incorporating RingLead into my sales and marketing mix.
What Audience gets Reinforcement of value and past experience/use case studies, ebooks, etc. Real-world applications for Data QualityPersonalization: Platform-specific language
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TMA #3
GoalSurprise and delight prospects with a unique, fun, and informative piece of marketingWeave in some sales messaging for the first time with a cool incorporated ‘deck’
Key TakeawayI am missing out on revenue by not using RingLead
What the Audience GetsVintage suitcase box with lots of stickers messaging “Are your bags packed for the journey?”Inside there is: “A Window into the future” Viewmaster populated with a deck that shows what happens if you continue down the path you are on and what you can achieve with RingLead.Use cases and trigger library (printed)
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Email #4
GoalContinue to drive urgency to bring on RingLead
Key Takeaway Other customers/competitors have had success with RingLead and I can too.
What Audience gets Encouragement to join the success movement of RingLead customersReminder that they’re missing revenueAccess to customer case studies
CitrixExpedia
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Meeting Maker
GoalDrive conversions to SQL
Key TakeawayNow is the time—I need to set up a meeting with these guys
What Audience GetsCool box with some continued map imageryInside—lost language and offer for Amazon Echo watch if you sign up
Additional NotesEcho is pictured with journey/map language and the idea of “take control of the journey”, “trigger the process”, “you have the power… harness it”