CHALLENGES Of Cooking Up - MarTech Advisor...Build a seamless ABM strategy that’s not just...
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INGREDIENTS CONTENT DATA ABM that is... TECH + + TARGETED PERSONALISED = PREPARATION TIPS Go deep, not wide Go to market Go long-term Go lean and efficient Data Drought: Too Lile Data Data Deluge: Too Much Data Data Disconnect: Gaps, Silos And Inconsistencies Across The Data Data Deployment: Analysing The Data And Leveraging The Intelligence In The ABM Content Strategy TOP CHALLENGES CHALLENGES Of Cooking Up A DATA DRIVEN ABM RECIPE With Limited Resources Data is the starting point, the central axis and the cornerstone of B2B ABM. The content strategy and the technology is built around what the data tells DATA Get Lists First party data Third party data Account Selecon Idenfy the target Accounts based on criteria Stakeholder Selecon Build personas and define role in the buying process Insights Prequalify & Plan based on intent, installed base, buying signals, firmographics etc. Idenfy And Plan What To Say & Content Creaon To Whom At What Point Of Their Journey In What Format Thus there are: — Mulple recipients with Mulple agendas —Mulple content pieces Mulple creave — formats Mulple delivery — channels 24X7 CONTENT CONTENT CONTENT Message Orchestraon Journey Management Mining Insights Predicve Analycs, Intent-based targeng Seamless Content Delivery Adtech, Markeng Automaon, Phone, Social, Search, Web Staying Connected: Journey Mgmt. Tracking stakeholder behaviour & signals to keep content strategy relevant to ‘acve & engaged’ prospects Measuring reporng, Analycs Granular reporng of Account level metrics and aribuon through the funnel TECHNOLOGY The best options for resource-strapped demand gen teams 13% 37% of B2B marketers polled in a study, idenfied having too many technologies as one of their biggest challenges. 50% Percentage of B2B marketers that don’t have enough data on users to leverage effecve segmentaon. (Source:NetProspex) B2Bs say they’re challenged with consolidang disparate data and being able to use the resulng data store.(Source: Accenture) Percentage of respondents in a B2B markeng survey that said integrang data across plaorms was a crical challenge. (Source: Ascend2 research for Synthio) 51% THE RECIPE © 2017 All Rights Reserved. MarTech Advisor. The 4 D’s that make data a recurring challenge for B2B ABM marketers. Build a seamless ABM strategy that’s not just data-driven but sustainable and iterative B2B CONTACT DATA DECAYS AT A RATE OF 22.5% PER YEAR (MARKETINGSHERPA)
Transcript of CHALLENGES Of Cooking Up - MarTech Advisor...Build a seamless ABM strategy that’s not just...
INGREDIENTS
CONTENTDATA
ABM that is...
TECH
+ +TARGETED PERSONALISED
=
PREPARATION TIPS
Go deep, not wide Go to market
Go long-term Go lean and efficient
Data Drought:Too Li�le Data
Data Deluge: Too Much Data
Data Disconnect:Gaps, Silos And Inconsistencies Across The Data
Data Deployment:Analysing The DataAnd Leveraging TheIntelligence In TheABM Content Strategy
TOP CHALLENGES
CHALLENGES Of Cooking Up
A DATA DRIVEN ABM RECIPEWith Limited Resources
Data is the starting point, the central axis and the cornerstone of B2B ABM. The content strategy and the
technology is built around what the data tells
DATA
Get ListsFirst party dataThird party data
Account Selec�onIden�fy the target Accounts based on criteria
Stakeholder Selec�onBuild personas and define role in the buying process
InsightsPrequalify & Plan based on intent, installed base,buying signals, firmographics etc.
Iden�fy And Plan
What To Say & ContentCrea�on
To Whom
At What Point Of Their Journey
In What Format
Thus there are:
— Mul�ple recipients with Mul�ple agendas —Mul�ple content pieces
Mul�ple crea�ve— formats
Mul�ple delivery — channels 24X7
CONTENTCONTENT CONTENT
Message Orchestra�on Journey Management
Mining InsightsPredic�ve Analy�cs, Intent-based targe�ng
Seamless Content Delivery Adtech, Marke�ng Automa�on, Phone, Social, Search, Web
Staying Connected: Journey Mgmt.Tracking stakeholder behaviour & signals to keep content strategy relevant to ‘ac�ve & engaged’ prospects
Measuring repor�ng, Analy�cs Granular repor�ng of Account level metrics and a�ribu�on throughthe funnel
TECHNOLOGY
The best options for resource-strapped demand gen teams
13%
37%
of B2B marketers polled in a study, iden�fied having too many technologies as one of their biggest challenges.
50%
Percentage of B2B marketers that don’t have enough data on users to leverage effec�ve segmenta�on. (Source:NetProspex)
B2Bs say they’re challenged with consolida�ng disparate data and being able to use the resul�ng data store.(Source: Accenture)
Percentage of respondents in a B2B marke�ng survey that said integra�ng data across pla�orms was a cri�cal challenge. (Source: Ascend2 research for Synthio)
51%
THE RECIPE
© 2017 All Rights Reserved. MarTech Advisor.
The 4 D’s that make data a recurring challenge for B2B ABM marketers.
Build a seamless ABM strategy that’s not just data-driven but sustainable and iterative
B2B CONTACT DATA DECAYS AT
A RATE OF
22.5% PER YEAR
(MARKETINGSHERPA)
