ABM - The WD40 for Your Marketing and Sales Machine
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Transcript of ABM - The WD40 for Your Marketing and Sales Machine
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ABM - The WD40 for Your Marketing and Sales Machine
December 2016Heidi BullockGVP, Global MarketingMarketo
@HeidiBullock
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Page 2@HeidiBullock
Agenda
1. Challenges2. Key Considerations3. Case Study
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@HeidiBullock
You have a job to do but it’s getting harder
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@HeidiBullock
1. Need more pipeline in the right accounts!
“I have sooo much pipeline I can just go home!”
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@HeidiBullock
2. Need to do more with less
We still have to build 10 more marketing programs
and don’t have Kate’s backfill…
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@HeidiBullock
3. Marketing and Sales Need Alignment…but
We don’t always see things the same way
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@HeidiBullock
4. ROI on your initiatives
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@HeidiBullock
#Mood
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@HeidiBullock
Don’t worry everyone…
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Section 1 – Key Considerations
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Page 11@HeidiBullock
More $ to acquire, but bigger deal size, recurring revenue, cross-sell.
Less $ to acquire, but higher churn and lower customer satisfaction.
#1: Not All Leads are the Same
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@HeidiBullock
#2: Define your Revenue Model with Stages and SLAs
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@HeidiBullock
#3: Work back from your objective – don’t start with tacticsThe Central Region needs to close $2.4M this quarter – how will we get there? Need a total of 9 opps in target accounts.
Program Stage Goal Est % close
Analyst Field Lunch Mid 3 opps 1 opp
Digital Transformation Webinar for Execs
Mid 2 opps 1 opp
Leadership Forum Mid 4 opps 2 oppC-level dinner Late 6 opps 2 oppExec meeting with dm Late 5 opps 3 oppTotal 20 9 opps
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@HeidiBullock
#4: Measure at Different Time PointsExample: Target AccountsGoal = Create pipeline and revenue within target accountsMetrics = early: engagement score, mid: number of meetings, late: pipeline and pipe coverage in TAs
1• Lift in website traffic – target
accounts visiting site
2• New names in target account
(building out white space)
3• Target accounts visiting dedicated
account pages, converting
4• Engagement score for set of
programs per month
1• Program success with a target
account
2• Call connects (target accounts)
3• # of meetings w/in target account
4• Marketing qualified leads (MQLs) in
target account
1 # of opportunities in target accounts
2•First Touch Ratio
3•Multi Touch Ratio
4 Pipeline in target accounts
Early Mid Late
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@HeidiBullock
#5: Be Thoughtful about your Technology
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@HeidiBullock
#6: Have a Few Key Metrics and Iterate to Improve Results
vs.
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@HeidiBullock
#7: There is no ‘I’ in Team
I missed my number dude. I don’t care if you generated 2000 MQLs.
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@HeidiBullock
• Develop a plan for both sales and marketing to execute• Agree on SLAs, definitions, metrics• Coordinate outreach • Train reps on how to use tools and programs• Get feedback• ABM is a great approach…
Sales and Marketing Alignment
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Section 2 – ABM Framework
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Five Steps to Account-Based Marketing
Identify Accounts
1 2 3 4
Profile Accounts
LaunchCampaigns
Measure & Analyze
5
Create Content
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1. Identify High-Value Accounts
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@HeidiBullock
Leverage Account Identification ToolsAccount Data: Niche Solution:
Ex. Competitive Data: Account Scoring:
etc.etc.etc.
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@HeidiBullock
ENT Account Scoring Model
Historical Data- Win rate- Deal Size- Etc.
Firmographic Data- Annual Revenue- Employee Size- Etc.
4K+ Signals- Social Media Activity- Funding- Etc.
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@HeidiBullock
Account Selection ProcessTop 20 Tier 1 Tier 2
Number of accounts 20 ~500 ~1200
Selection criteria • Sales leadership to provide
• Account score = 75+• Each rep to pick 10
accounts• Filtered out some
industries: e.g. Real Estate, Non-profit, etc.
• Each rep to pick 30 accounts
Use predictive account score AND rep knowledge to select accounts• Tiers for target accounts• Accounts will be locked for 6 months
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2. Account Profiling and Mapping
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Account Profiling and MappingBuild a plan to focus on the right part of the organization: Gather research:• Financial health• Business initiatives• Personnel developments• Technologies• Org structure• SWOT analysis• Industry analysis
Acme IndustriesIn-depth Company ReportAugust 2015
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@HeidiBullock
Account Profiling and Mapping Example
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3. Understand Your Buyer: Create Compelling Messaging and Content
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Personas / Pain PointsLitmus Test:Can you create a video or write a blog this person would like?
What question would you ask to identify them on your website?
What does sales need to know about them?
What are the main pain points they have?
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Engage Your Buyer to Stand Out
E = Relevant Content + Right Time + Personal
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Map Content to Stages
End User
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Website Personalization for Testing
CTR: 1.37% CTR: 2.37% CTR: 1.39% CTR: 1.96%
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ABM ExampleVisitors from UPS Visitors from Barclays
Increased opportunity stream from target accounts
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4. Develop Targeted & Personalized Campaigns
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Campaign Flow Example – with Sales!!
Goal: IdentifyDecision Maker
Email Programfor Opt-ins
3. Connect: Follow-up w/calls
1. Drive Awareness: LinkedIn, Facebook Targeting, Website
Personalization
2. Engage: Field Events – Upcoming
Goal: IdentifyInfluencers
Ongoing Email Campaigns
3. Connect: Follow-up w/ those who
engage
1. Drive Awareness: Targeted Display
2. Engage: Direct Mail Campaigns
Decision maker:
Influencers:
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@HeidiBullock
ABM Tiered Programs
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@HeidiBullock
Replicating a Webinar Program….. Email Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList
Email Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList
Copy EditEmail Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList
22 Laborious Steps – 2+ Hours
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@HeidiBullock
Replicating a Webinar Program with AutomationEmail Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList
Email Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList
Clone
Program-level fields
1. Webinar name2. Webinar title3. Speaker name4. Speaker title5. Webinar Description6. Date7. Time
Push
8 Quick Steps – 3 Minutes
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Case Study
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@HeidiBullock
Goal: For SMB, drive higher value deals Strategy: Leverage ABM to market and sell to higher value accounts – use vertical messaging and content – asset managementMetrics: engagement with select programs (early), connect rates with SDRs, meetings accepted,(mid) pipeline created (late)Timing: month one, three months out, 1 yearQuestions:
• Are we increasing velocity with these accounts in this vertical?• Is the ASP on average higher?• Higher win rate?
ABM for SMB
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Identify Target Accounts from Lead DB
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@HeidiBullock
• Did they agree with the list – did they have other accounts to add?• Purchased additional contacts• Applied ‘account score’ for further
prioritization• Training and key materials
Battle cards Thought leadership content Pitch deck Email templates Recorded training Journey deck
Worked Closely with Sales
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*VIX Index: Chicago Board of Options Exchange (CBOE) Volatility Index.
Pain Points and Targeted ContentAcquire Clients
Retain Clients
Build Client Trust
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@HeidiBullock
The Volatile Markets Webinar Series! 11 Attendees, 3 Opps
9 Attendees, 3 Opps
21 Attendees, 2 Opps
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*VIX Index: Chicago Board of Options Exchange (CBOE) Volatility Index.
Asset Management Volatility Accelerators
June 13th
Brexit
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*VIX Index: Chicago Board of Options Exchange (CBOE) Volatility Index.
June 13th Volatility Accelerator
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Page 47@HeidiBullock
*VIX Index: Chicago Board of Options Exchange (CBOE) Volatility Index.
Brexit Accelerator
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*VIX Index: Chicago Board of Options Exchange (CBOE) Volatility Index.
Campaign Details and Results
22 Opps
~$1M in Sales Pipeline
ACQUIRE
RETAIN
TRUST
Email Webinars Results
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@HeidiBullock
Early Measurement Program Comments Metric RatingBlog Does this messaging
resonate?New names from target
accounts
Email Campaign Is our content helpful? Open/CTR – download of asset from target accounts
Webinar Series Can we engage these accounts further?
Reg/Attend rate from ta’s Follow up connect rate >1/3
Field Event Can we engage these accounts further?
Reg/Attend rate from ta’s Follow up connect rate >1/3
Accelerator - SDRs
Let’s narrow the pool further – are any leads
ready now?
Meetings – sales accepted leads
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@HeidiBullock
Later Stage AssessmentLate Indicators Metric Comments RatingSales accepted meetings
Ideally >1/3 are accepted
Majority of programs met this but some did not.
FT Pipeline/MT Pipeline
Are we creating pipe in our target
accounts?
Above our goal for pipe in TAs
Win rate in target accounts
Is the win rate higher in target accounts
versus non?
7% higher in target accounts
ASP in target accounts
Is the ASP higher in target accounts
versus non?
For won deals, notably higher
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ABM Web/Email Activity Report
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Other Questions:
Which channel is best for fast opportunities?
How is investment/opp trending?
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How am I doing in my Target Accounts?
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How are we doing in the Acme Account?
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Thank You!