1

INTRODUCTION TO RICKY

Pictures and bio

2

THE WORLD HAS CHANGED….

Buyers are more in control than

ever.

Statistic about how much

research an average decision

maker is taking before they buy

Put copy on screen saying

‘Interesting stat to show how in

control the buyer is’ need it to

be tongue in cheek

3

HOW HAS THIS AFFECTED OUR SALES AND MARKETING?

We are now being driven to be

more customer centric

A picture of a customer in the

middle, us showing how we are

adapting to their needs.

Maybe us praying at their feet

or something to show how

we’re being more customer

centric

4

IS THAT THE REALITY OF WHAT WE DO THOUGH?

No, we still think in silo’s because it’s a hang-up of a day gone by.

At Pulse, we are still getting briefs every day which are:

I want to drive awareness but actually I’ll measure the success on number of leads

OR

Can you help with a ATL or BTL campaign?

Divide this into two slides, one slide shows four silos ‘field marketing’ ‘brand marketing’ ‘customer marketing’ ‘channel

marketing’ ‘communications’ etc.

Second slide shows in big writing ‘awareness vs. demand generation’ and also ‘ATL vs. BTL’

5

6

WHY IS THIS?

Well it’s because marketers used to be focused on awareness

(fluffy pictures and colouring in), then there was the era of

lead generation (everything was about the number of leads

generated) and now it’s moving to revenue (how much

pipeline did marketing attribute). What’s next, profit?

It means that we are often short circuiting the entire buyer

journey and going straight to tactics and whatever will drive

revenue.

Show a timeline and show ‘clouds’ first, then show ‘business

cards’ and then show ‘££’ show how we’re migrating from

fluffy metrics to more demand. Have an animation which then

shows an email, event icons come up to highlight the need to

go tactical

7

REVENUE IS IMPACTED BY REPUTATION AND RELATIONSHIP

Put up the three R’s, without reputation and relationship you

cannot drive revenue.

A three sided triangle with Revenue, Reputation and

Relationship

8

ENTER ABM

Just a slide with the above

writing on it

9

ABM IS ABOUT TAKING THE CUSTOMER THROUGH A JOURNEY

Show a customer journey and how ABM is a discipline and affects all stages of the journey

Put up a customer journey showing ad, get an email, watch a webinar, see another ad, read

an article on the register, see a social post from a sales person at that company, speak to some

peers, go to an event on subject x, read an article about the subject in the economist, get a

piece of DM, see an airport ad, get served a search ad, a social ad, email from the sales

person, engage etc.

Basically we are showing the buyer journey is not a linear process and actually they’ve gone

from ‘awareness’ into ‘demand’ back to ‘awareness’ and then back to demand. If done

correctly, ABM effects all of these. Have an ABM icon appear next to all tactics.

10

ABM TRIANGLE

Don’t spend long on this, put

the variations of ABM up but

not the descriptions

Don’t show the demand

generation and brand

awareness layers

11

WHERE DOES DATA HELP

Show the triangle but this time

1’s and 0’s in every layer of

ABM

12

SO LET’S LOOK AT ANY ABM PROGRAM

Put four main headings:

1. Strategy and Insight

2. Content and Creative

3. Activation

4. Reporting

Probably need to put some examples of ABM items under each of these so. Write as many different things that sit under each

heading and then animate the slide so then highlight all of the items:

- Strategy and Insight: TAM & Account Segmentation, Persona creation, stakeholder maps, audience insight, account profiles,

buyer behaviour research, vertical analysis

- Content and Creative: Creative propositions, content research, content audits, value propositions/messaging frameworks,

creative proposition, campaign theme, content creation/repurposing, asset creation, web/mobile dev

- Activation: strategic activation plans, customer journey maps, campaign orchestration, nurture stream builds,

tagging/trafficking, community creation, media plans, database build

- Reporting: reporting framework, KPI setting, sales insight, campaign reporting, strategic ABM reporting

State afterwards that we have might have used data as part of a project e.g. looking at our CRM data and that is a great first

step but actually leveraging some of the big data platforms is the way forward.

13

FOR TODAY, WE WILL FOCUS ON A FEW ELEMENTS

We’ll focus on these main four and the use of data for todays session

- Strategy and Insight: Account Segmentation

- Content and Creative: content research

- Activation: strategic activation plans, customer journey maps

- Reporting: strategic ABM reporting

OUR CLIENTS

STRATEGY AND INSIGHTS

15

WHAT’S THE CURRENT LANDSCAPE

Sales and marketing create an

account list using existing CRM

wins and/or recent use cases

Need to visually show these two

examples on screen

16

WHAT MAKES A PERFECT ACCOUNT LIST

Understanding account

behaviours outside your own

data and by looking at other

data factors as to why a

customer became a customer

17

ENTER INTENT AND PREDICTIVE ANALYTICS

18

IF USED CORRECTLY, YOU CAN

• Tell which accounts are in market

• What audiences within those accounts are

interested in

• Audience watering holes

• The message to hit them with

• Ideal upsell/cross sell opportunities

• Potential retention worries

• Pain points of customers

Create a table with two columns, audience and

account and put all of the above under those two

headings

This can then show how it can be used for content,

personas/stakeholders, activation, reporting

Audience Account

What audiences within those

accounts are interested in Which accounts are in market

Where audiences go to consume

information Ideal upsell/cross sell opportunities

The message to hit them with Potential retention worries

19

WHAT THIS COULD LOOK LIKE

Vodafone are showing a high

propensity because we can see

their CIO has been actively

looking at security topics

relevant to us and it is because

they have had a recent breach.

OUR CLIENTS

CONTENT & CREATIVE

21

WHAT’S THE CURRENT LANDSCAPE?

Most content is created based

on ‘gut’ feel

22

WHAT MAKES PERFECT CONTENT

Authorship

Relevance

Engagement

Tone

Format

We can make sure we cover authorship, engagement and even tone but relevance and tone is

tougher. Up to date, we make assumptions then hope these are correct.

In an ABM world, data can be used to ensure you are hitting the account and individual with

content they actually care about.

23

WHAT TYPE OF DATA CAN YOU USE?

Social

Intent

Personality

Desk research

Search

1st party

24

WHAT THIS COULD LOOK LIKE?

Vodafone at specifically looking

at content around cyber

security, the CIO cares about

security breaches and is

consuming video content mostly

sent from his peers, they are

mostly talking about AI and

effect on security. There are a

host of trending topics related

to this that would be beneficial

to use as well.

We need to show how this can

be used:

Content

Activation

Reporting

OUR CLIENTS

ACTIVATION

26

WHAT’S THE CURRENT LANDSCAPE?

• Insight based data is old by

the time we activate

• It’s usually an afterthought

• Very rarely orchestrated to

report on true ABM success

On the last point, need to talk

about how I’ve seen some ABM

kpi’s from other agencies and

they are a joke. They are

basically high level metrics that

are almost immeasurable

because the foundations e.g.

nitty gritty data around

campaign activation hasn’t

been sorted out properly

27

WHAT DOES PERFECT ACTIVATION LOOK LIKE?

Engaging suitable account(s)

with a relevant message to a

specific persona/stakeholder at

the right buying stage with the

right content on the most

relevant channel

28

HOW CAN DATA HELP?

It knits together the whole

journey, perhaps show one

spider diagram without

everything linked and then

show the below

This leads to better:

Reporting

Optimisation

Customer Experience

30

WHAT’S THE CURRENT LANDSCAPE

We have spent too long:

• Focusing on tactics (talk

about content)

• Without the full picture

• Influenced by sales

• Unable to prove how we’ve

influenced opportunities

31

WHAT MAKES PERFECT ABM REPORTING?

Ensuring we are satisfying the

needs of three audiences:

• Sales

• Marketing

• Board

Put ticks next to each of them

32

HOW DATA CAN HELP?

If you’ve orchestrated

correctly, you can know show

how each tactic is working, via

the message at an account

level.

Show another layer of boxes

outside with reporting, gray

everything out in the middle.

33

WHAT IS THE OUTPUT

Reports that can tell you the

following:

This account has generated x

number of leads from Persona

Y, X consuming top of funnel

content. The account has also

come to the website 15 times

specifically reading bottom of

funnel content and we think

this is persona z and the

account has showed a high level

of intent to purchase.

Next actions are x, y and z

34

IMPORTANTLY…..

Influenced vs. sourced vs.

engaged.

35

AGILE METHODOLOGY

Talk about how agile

methodology is key for an ABM

deployment because it’s

multiple stakeholders that are

key!

www.pulsecomms.com

Thank you