A Practitioner's Approach to Building an ABM Plan

©2015 EverString@jaymce #flipmyfunnel

A practitioners approach to building an ABM plan

Jim Walker, VP Marketing :: June 2016

Take part in the conversation!


A practitioners approach to building integrating an ABM into your plan

Jim Walker, VP Marketing :: June 2016

Take part in the conversation!


Drawing funnels

3

CustomerOPPSQLSALMQLMELOpen


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



Website

Marketing Activities Across Lifecycle



Nurture Emails

Website

Outbound

Broad Scale Events

Enterprise Marketing

ACQUISTION

ACQUISTION & AWARENESS

EDUCATION & AWARENESS

Social


ABM

EverString


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


Website

Using predictive to define an audience



Nurture Emails

Website

Outbound

Broad Scale Events

Enterprise Marketing

Social


ABM

EverString

©2015 EverString@jaymce #flipmyfunnel 8

Account Selection… the old way


“To give your sheep or cow a large spacious meadow is the way to control him”

-Shunryu Suzuki


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


Use Case Page

Predictive: How it works

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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

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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

???


Enterprise Marketing: Account Specific

Within Enterprise accounts the normal lifecycle will be augmented /modified within tiers

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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


How to: Account Based Marketing

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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


How to: Account Based Marketing

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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


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


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


Account Based Marketing Plays

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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


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

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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


Account Based Marketing & Measurement

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opportunitymarketing influence


Account Based Marketing & Measurement

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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


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

Jim [email protected]

@jaymce

THANK YOU!

A Practitioner's Approach to Building an ABM Plan

Marketing

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