Improvement ABM Home feat. RingCentral · Targeting Engagement & Activation Plays ACQUIRE...
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ABM Home Improvement feat. RingCentral . WEBINAR . October 3rd, 2019 2-3PM
Transcript of Improvement ABM Home feat. RingCentral · Targeting Engagement & Activation Plays ACQUIRE...
ABM Home Improvementfeat. RingCentral
.WEBINAR.
October 3rd, 2019 2-3PM
Mark KilensVP of Content &
Community@Drift
David BrutmanCo-Founder and Chief
Product Officer@Folloze
Henry Bruckstein Founder and CEO@Campaign Stars
Alex KrineySenior Director, Enterprise
Demand Generation and Account Based Marketing
THE FEATURE
The program
Mission
Expand upmarket: Establish meaningful
engagement with enterprise brands.
Orchestration
Digital DisplayEmail + Direct Mail
Field SalesInside Sales
Lifecycle Stage
Acquire: create top of funnel engagement
90% Target Account engagement
Total time spent on content: 386
minutes
Fortune 1000 Titles Engaged
● CIO - clothing retailer● CEO - crafts retailer● COO - pizza chain Alex Kriney Adam
RomanowskiHussam
AlMukhtar
BEFORE CONTENT
IMPERSONALREACTIVE
ONE-TO-MANY@DRIFT
6 | © 2019 RingCentral, Inc. All rights reserved.6 | © 2019 RingCentral, Inc. All rights reserved.
AE Top X
BDR Top 50
Everything Else
COMPANIES
IT
CC Fin/Ops
Marketing
BUYERS
MSFT TCO CCPBX CLD RCV
PROGRAMS
HCENGAGE DIGITAL
Match2
1
Target accounts generate higher returns*
OBSERVATION
3XHigher win rate
2XBigger deals
6%Fewer downgrades
*Comparison of Target vs. Non-target Accounts from January 2018 - July 2019.
8 | © 2019 RingCentral, Inc. All rights reserved.8 | © 2019 RingCentral, Inc. All rights reserved.
AE Top X
BDR Top 50
Everything Else
COMPANIES
IT
CC Fin/Ops
Marketing
BUYERS
MSFT TCO CCPBX CLD RCV
PROGRAMS
HCENGAGE DIGITAL
Match1
2
3
How will we match programs to companies and people?ABM 1.5
CompanyProfile
Pers
onas
Intent |Engagement
Tech Stack
ICP (Solution)
Industry
Programs
Verti
cal
Product
Com
pete
Sales/MktAlignment
Terri
tory
Plan
CompanyInsights
Engagement
Tactics
Q1 Q2
Digital Always On
Program 1 Program 2 Program 3
Event 1 Event 2 Event 3 Event 4
10 | © 2019 RingCentral, Inc. All rights reserved.10 | © 2019 RingCentral, Inc. All rights reserved.
ABM 2.0 Personalization at Scale
Deliver a B2C level experience
Account and Contact Data / Predictive Sales Intelligence Content and Creative
Marketing Automation Support
Best Practices and Reporting
KPIs(success metrics)
Audience Targeting
Engagement & Activation Plays
ACQUIRE ACCELERATE
The Lifecycle Approach to Account-Based Marketing
EXPAND
⇨ High fit net new accounts⇨ In-market intent signals
⇨ Light engagement ⇨ High fit
AB Display, Retargeting, + Linkedin
1-to-1 Advertising, targeted email
Engaged Accounts (#)Account Engagement Rate (%)
Opportunity Accounts (#)Opportunity Rate (%)
⇨ Open opportunities
⇨ Overdue opportunities⇨ Lost deals
Retargeting, Personalized Email, Direct mail, Events
Retargeting, High-touch tactics, Precision 1-to-1
Closed-Won Accounts (# & $)Account Win Rate (%)Velocity, ACV
Closed-Won Revivals (#)Account Win Rate (%)
⇨ Upcoming renewals⇨Competitor intent
⇨ Intent for adjacent solutions⇨ New departments
Ads + Email Feature Comms, Exec awareness advertising
New product awareness, AB success outreach
Gross Retention (%)
Expansion Win Rate (%)
⇨ Intent in new offices⇨ Likely to use more
IP and persona - based 1-to-1 advertising
Net Retention (%)
Create TOF Engagement
Set New Demos Accelerate Deals in Pipe
Revive Stalled Opportunities
Retain More Customers
Land & Expand Cross-Sell New Products
Stage
Strategy
ABM Initiatives
Direct Mail
Engage: Digital + Physical Surround
Sales Outreach
Email Ads Chatbots(Phase II)
NOW CONTENT
PERSONALIZED PROACTIVE
ONE-TO-ONE@DRIFT
The Personalized Experience
Built in minutes
Content packaging
Everything measured
Lead identification (data + IP)
Scale with governance
Real time nurturing
Persona/industry-based personalization
Dynamic content
Dynamically assignedsalesperson
Account-specific messaging
ThePersonalization
Engine
VisitorData
Predictive/Intent Data
AccountData
+57% Journey FactorTendency to view more content
after engaging with a single asset
Personalization Journey at Scale
RoadXIndustry = AutomotiveSeller = Laurie AndersonStage = consideration
SuperritoIndustry = FinancialSeller = Robert GarciaStage = Advanced opportunity
Personalization In Action
Email Campaigns
Digital Ads
Social, Organic
Direct Mail
Sales Outreach
Website
Personalized Experience
Inbound
Outbound
Full cycle personalized experience
Campaigns
Am I leveraging the right messaging?
Content
Am I delivering the right content?
Accounts
Am I getting the right account engagement?
Measuring results as business outcomes
RingCentral for Emerald Cruises
USE CASES FOR RINGCENTRAL
1. ABM Concierge2. Paid Ad Converter3. Tour Guide
@DRIFT
@DRIFT
ABM CONCIERGE
1. Personally greets2. Directs to personalized
experience3. Offers a personalized
walk-through
@DRIFT
PAID AD CONVERTER
1. Welcomes from LI2. Shares like-customer
results3. Loops Sarah into the
conversation
@DRIFT
TOUR GUIDE
1. Provides personalized content
2. Drives to keystone piece
3. Offers custom walk-through
#CONVERSATIONWITHDRIFT@DRIFT
It builds relationships and creates authentic and personalized experiences with customers and buyers now.
CONVERSATIONAL MARKETING is the fastest way to move buyers through your marketing and sales funnels through the
power of real-time conversations.
AUTHENTICPERSONALIZED
1.2.
NOW3.#CONVERSATIONWITHDRIFT@DRIFT
#CONVERSATIONWITHDRIFT@DRIFT
www.drift.com/conversational-framework
#CONVERSATIONWITHDRIFT@DRIFT
@DRIFT
ABM as a key new practice, scale ABM, Use cases (combating a competitor, ABM as a key new practice, scale ABM, Use
cases (combating a competitor,
http://bit.ly/abmhomeimp
@DRIFT
.QUESTIONS?.
ABM as a key new practice, scale ABM, Use cases (combating a competitor, ABM as a key new practice, scale ABM, Use
cases (combating a competitor,
THANK YOU!
@DRIFT
THANK YOU!
