Christopher EngmanFounder and Head of [email protected] +46 735 101974
Customer case: BisnodeCapabilities used: 1) Account selection2) Insights3) Content4) Orchestration5) Targeted delivery6) Measurement
BisnodeTargeting: - Existing customers for cross/up selling. Almost always several ongoing sales processes
per account. - 5 primary industry verticals
Challenges:- Too few contacts per account- Product focused sales organization (rather than solution selling)- Lack of knowledge of total offering within the customer organization (and within our
own sales organization)- Fierce competition (often cheaper alternatives) for many of the offerings
Expected effects:- Increased number of deals and higher order values- Higher awareness within the customer organizations- Increased cross sell
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Aligning marketing investments with business opportunities
$
Clients
Potential revenue
Existing revenue
Similar clients
Top 50
Next 50
Next 100
ABM – Named accounts
B2B General marketing
Sales resources
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Account specific content or “Poker cards”? …industrial scale ABM requires the “poker card” usage…
Retail references
GuideGetting started
Infograph Solution area A
Competitor X
Bank references
Selection guide
Recorded webinar
Solution area B
Competitor Y
Telcoreferences
Pain 1 Market leadership
Solution area C
Competitor Z
Pharmareferences
Pain 2 2 min video
Solution area D
Status quo
Generic references
Pain 3 3 min video
Gartner report
Sirius report
Solution area A
Solution area B
Solution area C
Solution area D
Customer 1
√ $ ≠ √
Customer 2
$ ≠ ≠ √
Customer 3
√ √ $ √
…
Customer 89
$ $ ≠ √
Customer 90
√ ≠ ≠ $
Content / Ad library / ”Poker cards” Message to Account mapping
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Account Based vs. List Based Marketing
HighPriorit
y
Medium priority
Low priority
Insufficient Sales resources
Inability to prioritise Account Based Trawling vs List Based Marketing
Current Sales focus Account Based Marketing
Search + MA
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Bisnode uses a mix of general, vertical specific and account specific content and ads
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Example content journey
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Bisnode mixes content per account based on tactical situation.
Bisnode Europe
CX Retail
CX Mistakes
CX Video
Predictive Analytics Fraud Credit
Solutions Compliance RSS News
Retail 1 x x x xRetail 2 x xRetail 3 x x x xBank 1 x x x xBank 2 x x x xMunicipality 1 x x xMunicipality 2 x x x x
- Where they are in the sales processes. - Cross selling initiatives- Defence. At the end of contracts.
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- Account prioritization- Solution prioritization – for which sales process is the customer engaging with
the content- Next step: Persona type via media category
Bisnode insights for sales include:
Bisnode Europe
CX Retail
CX Mistakes
CX Video
Predictive Analytics Fraud Credit
SolutionsComplianc
eRSS
NewsRetail 1 0,03% 0,04% 0,08% 0,24%
Retail 2 0,07% 0,09% 0,02%
Retail 3 0,19% 0,14% 0,21% 0,04%
Bank 1 0,05% 0,16% 0,8% 0,10%
Bank 2 0,03% 0,06% 0,09% 0,11%
Municipality 1 0,03% 0,05% 0,06%
Municipality 2 0% 0,06% 0,14% 0,03%
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CONTACTSLinkedIn
CRM
TRAFFICUnique VisitorsRepeat Visitors
REVENUEOPPORTUNITIESNo. of Opportunities
Pipeline Value
Campaign ProgressionKPI to ROI
Volume
Time
AWARENESSCONFIDENCE TRUST
Historical AnalysisA/B Testing
Before ABM Campaign Short Term Effects Long Term Effects
A
B
Deals per AccountDeal VelocityDeal Expansion
AWARENESSCONFIDENCE TRUST
January/15 February/15 March/15 April/15 May/15 June/15 July/15 August/15 September/15 October/15 November/15 December/15 January/1610000.0
20000.0
30000.0
40000.0
50000.0
60000.0
70000.0
80000.0
90000.0
100000.0
Total Trend
20000 SEK Gap
50000 SEK Gap
Invoiced Amount Per Customer
Per Month
- Sales has gone from suspicious and unengaged to enthusiastic about ABM. - Marketing and sales are working closely together. - Marketing and sales have aligned their KPI’s. - Marketing have adopted an ABM-based content strategy.- Marketing are producing more content that is balanced across the customers’
buying process – from easy check-lists, customer cases to heavier content such as business cases and white papers.
- Bisnode is attending less fairs and sponsoring less external events as they have a much lower ROI than the ABM-program.
Bisnode’s key organizational learnings after working with ABM for 18 months:
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• Account Based Marketing vs List Based Marketing
• Poker cards• Trawling (you need to be able to turn on and off
accounts and ads per account)
• 50% of the value of ABM is to enable prioritization of sales people’s time
• which accounts,• which themes/solution areas,• which personas/functional roles
• Bisnode case: 150% higher revenue increase, 13% shorter sales cycles, more deals per account (A-group vs B-group)
Summary
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