Getting Started With Account Based Demand Generation
Andre Yee
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Campaigns
6.8 Stakeholders in Typical B2B Account
“Honor the buying experience for each account segment”
Awareness
Inquiries
MQL
SAL
SQO
Pre-FunnelTop-Funnel
Mid-Funnel
Bottom-Funnel
• Applying ABM tactics to ToFu• Account-based Ads to drive
relevant traffic to website• Web Personalization for target
account segments• “New” tactics w/ “old” metrics
More Leads in Target Account Segments
Digium
• VoIP business phone systems• Objective: Better quality lead capture
without sacrificing quantity• Target prospects by 5 acct segments
w/ relevant offer
> 38% increase in leads for targeted account segments
Benefits• Simple - no rework to existing leads funnel – easy to measure • Quick returns – personalization campaigns up and running in 30 days
Drawbacks
• ”ABM lite” = inefficient leads-based approach• Impact limited to ToFu – mostly top of funnel improvement to overall lead
quality and quantity
Awareness
Inquiries
MQL
SAL
SQO
Leads Funnel (> 80%)
ABM Program Funnel (< 20%)
Accounts = 10s or 100s
Engaged
MQA
SAA
SQO
ABM Program to Target “Strategic Accounts”
• “Alternative funnel” - Enterprise or Strategic Accounts
• # Accounts = 10s to 100s• Measure both “old” leads
metrics AND ”new” engagement metrics
+
ClarabridgeCX Management Company
- ”Carved out” key target accounts- Segment based on industry w/ industry specific terminology, webinars, premium content- Influenced 96 deals in pipeline totaling $24M in revenue
Benefits• Opportunity to shape different buying experience for strategic accounts• Managing program risk - keeping leads-based demand engine going while
implementing ABM program for a fixed account set
Drawbacks
• Strategic and enterprise accounts take long time (> 18 mos) to prove value• Two funnels and two sets of metrics to manage and communicate• Getting visibility and corporate attention for ABM program
Target Accounts
Engaged Accounts
MQA
SAA
SQO
• Account-based funnel is primary demand funnel• Scale to 1000s of accounts• Full-funnel: target accounts –> sales opportunity pipeline• Multi-channel: email, website, ads, events, direct-mail, etc …
Account-based Demand Funnel @Scale
1000s of Target Accounts
Engagement minutes = web visit, form-fill content download, event attendance, etc …Account engagement score >= threshold
BANT-qualified opportunity
1st meeting scheduled / executed
Plex Systems
• Cloud-based ERP for Manufacturers• ICP: North American Manufacturers w/ > $30M
Target account list: > 20K+ account Automotive, High tech, Industrial, Process
• Web personalization campaigns – personalize messaging by geo-locale and manufacturing sub-segments
• Account-display ads and retargeting ads – drive awareness and account engagement
Benefits• “All in” account-based demand funnel = maximum impact• More buy-in = more accountability, more corporate support• Full funnel impact = improved lead quality, increased pipeline velocity,
Drawbacks
• New metrics for a new funnel = educating your organization
§ Define Ideal Customer Profile & Create Target Account Segments- industry segments, account tiers / revenue, customer account segments- “dynamic” account lists: eg. “closed-no-decisions + closed-lost”
§ Set Measurable Goals & Outcomes for Each Account Segment- # engaged accounts, # engagement minutes / account, #MQAs, etc …- 90 day goals & 1 year plan
§ Audit & Assess Systems & Data for Each Account Segment- CRM data w/ domain info, contact coverage / account, etc …
§ Develop Multi-Channel Campaign Plan to Engage Stakeholders- Outbound: account advertising, email Inbound: onsite personalization
§ Measure Results & Optimize Campaigns-
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