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Account Attributes for a Personalized Journey

ABM Web Campaigns

About me

ABM. It’s Everywhere

ABM in Music: All ‘Bout Money

Meja-1998 Gucci Mane

Industry

Funnel Stage

ABM is Account Attributes

Employees

Lifecycle

Account

• Use account-centric approach

to boost lead gen

• Use lead gen tactics to scale

account based marketing

Account-based

Web campaigns

Web is a Buyer’s #1 Influencer Source--Forrester

What are you

doing on the web?

#1: web

Most Influential Vehicles Across Journey--Forrester

What are you

doing on the web?

Web

Web

Web

• Use account-centric approach

to boost lead gen

• Use lead gen tactics to scale

account based marketing

ABM Tactics in Lead Gen

1. Forms fields

2. Top Lead score criteria

Account attributes in:

ABM Tactic #1:

Dynamically customize CTAs

by firmagraphics to

boost leads

Digium

• Sell open source phones

• Objective: More quality leads

• Use dynamic web campaigns

• Website and SEM LPs

Leads for Target Account Segments

Unknown visitors receive a dynamically customized CTA

Not Targeted Professional Services Education

1.24% Conversion Rate 1.64% CR (+ 32%) 2.55% CR (+ 105%)

Account Based Web Campaigns Boosts Leads >30%

Out-Target

In-Target

< 15% of known and unknown

visitors are in-target

All Web Visitors

Source: DemandBase

What account(s) are visiting your website?

Are you targeting the 15% that matters?

Key Takeaway: Focus on Target Account Segments

ABM Tactic #2:

Dynamically customized CTAs

by funnel stage

spurs sales conversations

Typical Website CTAs: Spray & Pray

Cision

• ~ $700M PR software provider

• Objective: demos and consults

• CTA based on funnel stage

~ 10X lift in demos and consults from gated content

Spur Sales Conversations

Customized CTA by Funnel Stage

Anonymous visitor: 27 customized CTAs by content interest

Customized CTA by Funnel Stage

Known contact: customize CTA by firmagraphics

• Use account-centric approach

to boost lead gen

• Use lead gen tactics to scale

account based marketing

Rapper

Introducing Savi Technology

Pioneering sensor analytics solutions provider

Started in 1989 – Developed innovative RFID tags for US DoD

High-value asset tracking

and supply chain solutions

at epicenter of IoT, Big Data,

and Analytics markets

Two core segments with complex needs and long sales cycles

Reliability

CommercialGovernment

Data-driven ROICan I execute my mission with

consistency and precision?Can I execute an adaptable

plan efficiently?

Savi ABM Activities and Environment

Tech stack:

Value proposition

and positioning

Account

selection

Messaging

and content

Lead gen

and nurturing

Sales

support and

feedback

4. 3.

5. 2.

1.

This Icon Means:

New Lead Gen Tactic

to Scale ABM

Current ABM Campaign:

Estimated Time of Arrival as a Service (ETAaaS)

1. ETAaaS Positioning

Customer pain points…

14%increase in freight costs since 2013

Freight costs

are rising

22%increase in inventory levelssince 2013

Inventories

continue

to grow

On-time

deliveries have

decreased

5%decrease in on time arrivals over past 2 years

Billions in lost sales

because product not

delivered on time

$238 Bout-of-stocks cost for retailers in 2015

Lack of real-time visibility into shipment location, condition

and ETA limits planning and execution

Complex, global,

multimodal logistics with

many suppliers and carriers

Disparate tracking systems

1. ETAaaS Positioning

…led to ETAaaS solution

Sends real-time alerts to notify

distribution centers, production

sites, and customers

Identifies disruptions

as they happen

Increases planning

effectiveness and productivity

Predicts situations in real-time and

enables proactive responses

Tracks real time shipment location

and adjusts ETA by considering

historical patterns of disruption

continually improving ETA accuracy over time

2. Account Selection Method

Pain points create an ideal account profile

Organization

Shipment

characteristics

Logistics

operations

• Multinational

• Manufactures raw materials or 50% of products

• Time and risk sensitive

• High value shipments

• Multimodal - land-sea-land

• Volume - 750,000+ shipments annually

2. Account Selection: $100K+ deals

P&G, L’Oreal

Ericsson, Ingram Micro

Carlsburg, MolsonCoors

Carrefour, Kroger

GE, Smith & Nephew

Prada, Hermes

BASF, DuPont

Philip Morris, Swedish Match

Account profile generates target accounts

3. Messaging and Content for ETAaaS

Web Sales PresentationsInfographics

eBooks

Datasheets,

Case Studies

Analyst reports,

Whitepapers

3. Dynamic Web Messaging= 250% Increase in Engagement

General prospect Government

3. Dynamic Web Messaging= 250% Increase in Engagement

General prospect ETAaaS

4. Outbound Lead Campaigns

List Campaigns

Pipeline Discovery Specialist

and Sales Follow-up

4. Web Lead Campaigns

Dynamic CTAs: 50% more leads, 3x in target

5. Support Sales: Campaign Reports

Filter by rep, prospect, activity

• Opens, clicks on email

• Downloads any content

• Visits buying intent webpage

• Unsubscribes

5. Support Sales: Account Intelligence-Known Contacts

Real-time alerts, daily reports on prospect activity

5. Support Sales: Unknown Contacts

• Total traffic / account

• # Unique visitors /

account

• Pages visited / visitor

• Timing of accounts

page views

5. Account-based Content Hubs

Curated by marketing and customized by sales

• Customers receive special treatment

• Visit behavior tracks account interests

Demo Discovery

Executive Briefing Follow Up

Pre-Discovery Work Group Sessions

ETAaaS: Campaign Results

“These results

are awesome!”

— Scott Shaul

— SVP of sales

ETAaaS Sales

meetings generated: 57Phone outreach with

ETAaaS best buyer leads: 302

Engagement: 250% in page views

ETAaaS opportunities

identified: 8

Summary- Implement ABM Web Campaigns in Days, No IT

ABM tactics to enhance lead gen

• For unknown contacts, use dynamic CTAs by account type

• Dynamically target CTAs by funnel stage and firmagraphics

Lead gen tactics to enhance ABM

• Dynamic messaging and CTAs increase engagement and contacts

• Alert sales to (un)known visitor metrics grouped by account

• Content hubs track account interest

Thank you

FMF offer: View web campaigns in your environment

Stop by Triblio booth

allboutmoney@triblio.comallboutmoney@savi.com

Rapper

backup

Prospect Buyer Journey: Account vs. Leads

Unknown MQL

Leads

based

Account

based

Mary

Joe

Inquiry

Pat

Sales Opp

Campaigns based on

individual interest and

campaign response

Nurture based on sum

total of interests in

account and sales

prioritization

Thought Starter: Account vs. Leads

Onboard Retain

Leads

based

Account

based

Mary

Joe

Expand

Pat

Nurture based on

individual interest and

campaign response

OR no marketing focus

Advance customer

lifecyle on account

based needs