Targeted ABM Your Demand Gen Plan for 2014

Targeted ABMYour Demand Gen Plan for 2014October 8, 2013

Mike TelemVP of Business Development

& Co-founder

David MyersMarketing Campaign Strategist

#AdvABM

Webinar Overview

1. How to identify target accounts

2. How to utilize content recommendation

3. How to attract targeted accounts with ad serving

4. Your plan for a successful ABM strategy

#AdvABM

What is Account-Based Marketing?

“Focusing marketing and sales on the

accounts most likely to generate

revenue or meet other strategic goals”

Engage Target Accounts from the First Ad They See, to

Onsite Personalization and Customer Acquisition

#AdvABM

Live Poll

What stage are you at with your Account-Based

Marketing program?

Identify Your Target Accounts

Determine account profiles

• Industry, location, revenue, technology, named accounts

• Behavior, customer journey and target personas

• Review sales history in terms of revenue, profitability and

sales cycle

Correlate with strategic goals

• Regional expansion, market share growth, big brands,

competitors’ customers

#AdvABM

Discover & Map Effective Content

• Map assets and discover who consumes them

• Analyze target account behaviors

• Find content attracting accounts and personas

• Content automation

• A/B testing

• Auto-Tune

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Real-time Targeting & Personalization

• Identify Inbound prospects in real-time based on:

• Auto-engages segmented prospects with

personalized content or calls-to-action while on site

and in context, even if they are anonymous

#AdvABM

Case Study: Panaya

Case Study: Panaya

A/B Testing & Auto-Tune

• Optimize site content and

landing pages by A/B

testing different CTA’s per

targeted segment

• Auto-Tune feature will

identify and accelerate the

most effective CTA or

content

#AdvABM

LiveU: Sports Industry Segmentation

Content Recommendation Engine

• Asset discovery tracks all of your content assets (case

studies/WP, videos, blogs) and analyzes firmographics &

contextual aspects

• Recommendation engine auto-engages prospects with

relevant content assets based on predictive algorithms

(collaborative filtering)

• Based on Collaborative Filtering algorithms

#AdvABM

Big Data & Predictive Analytics

• Integrated with Hadoop to run collaborative filtering algorithms

(user-based and content-based)

• Providing a combination of real-time recommendations using

current interest with longer-term data (classification and building

neighborhoods)

• Power real-time recommendations

• Automated content newsletters

#AdvABM

Engagement Optimization

• Understand the core composition of your web visitors using

company, industry, size, revenue & location identification

• Detect which content, sources and key search terms are most

effective per target accounts

• Optimize PPC/Display/Social/Nurture campaign spend

• Amplify your best performing content through outbound

channels

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Targeted Advertisement

• Provide B2B ad serving to

attract target organizations by

serving actual ads and

content based on IP

• Leverage real-time

recommendation engine

• Learn from onsite

personalization performance

• Optimize paid media spend

with A/B, Auto-Tune and

machine-learning

#AdvABM

Live Poll

What is missing for your ABM Program to

be up and running?

5 Steps to an ABM Strategy

New Trends in ABM

• Companies extending reach to top funnel to engage

target accounts earlier in the sales process

• Increased focus on Persona-based Marketing to

engage key decision makers

• Leveraging existing accounts for advocacy

• Content Automation and Learning

#AdvABM

Next Steps

• Accelerate your path to an ABM strategy

• Speak to an ABM expert to start the process

• www.insightera.com/abm-expert

• Connect with us: @insightera, mike@insightera.com

• Questions?