ABM 3.0 Demand Unit Centric ABM - B2B Marketingmrkto.b2bmarketing.net/rs/085-VAB-435/images/14.40 -...
Transcript of ABM 3.0 Demand Unit Centric ABM - B2B Marketingmrkto.b2bmarketing.net/rs/085-VAB-435/images/14.40 -...
Demand Unit Funnel
Target Demand
Active Demand
Engaged Demand
Prioritized Demand
Qualified Demand
Pipeline
Source: Sirius Decisions
Demand Unit Funnel
Key Drivers
Target Demand Discover Buying Group Members
Active Demand 1st & 3rd Party Intent
Engaged Demand Multi Step/Channel Conversations
Prioritized Demand Scoring Rules
Qualified Demand Tele Sales
Buyer Group Personas
Director/VP Marketing
Marketing Coordinator/Specialist
CXO
?
Seller Group Personas
Product Manager
VP Sales
Sales Rep
?
Sellers must enable Buyers and earn their Trust
Orchestrate
Buyer Enablement
ESSENTIALS #4
Right _____ to the right _____ on behalf of the right ______
Via channels like Email, _______,
________
Conversational AI powered Engagement
Orchestrate conversations between people on Seller and Buyer Side
Score and Prioritize ESSENTIALS #5
Score Lead, Persona and Demand Unit based on Behaviour
Identify Prioritized Demand based on Threshold Score
Outcome after 90 days?
Target Demand
Active Demand
Engaged Demand
Prioritized Demand
Score 1-20: 10%
2-3%
2500
Demand Units
Score 21-40:
Score 40+:
5%