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©2017 Brightcove, Inc. All Rights Reserved.1
How to Align Your Marketing and Sales Teams Through Data
A PERFECT MATCH, ABM + VIDEO:Tactics and Planning for Beginners
Account-Based Marketing or ABM is a hot topic amongst marketers. Another
hot topic? Video. Luckily, these strategic marketing techniques can be used
together. There is no need to be intimidated! We’re here to assure you that once
your marketing team embraces ABM, you’ll be excited to utilize video as a way
to serve the most dynamic and personalized content to your target accounts.
We’ll let you in on a little secret: neither ABM
nor video marketing are new strategies.
The reason they’re so popular and newly
innovative is that modern technology now
helps us to build better, smarter campaigns
that scale easily. Ready to deliver a
significant business impact by embracing
the latest technology and piloting video and
ABM for your brand? Of course, you are,
now let’s ensure your success.
In this brief we’ll define:
• What is account-based marketing
• Why ABM aligns marketing and sales
teams
• How to plan an ABM strategy
• What video marketing integrated into an
ABM campaign looks like.
Let’s get started.
©2017 Brightcove, Inc. All Rights Reserved.2
1. Sweezey, M. (2014). The 5 Things to Know About Account Based Marketing. ClickZ.
2. Engagio (2016). The Clear & Complete Guide to Account Based Marketing.
Account-based marketing allows you to cut through the clutter. As with any digital marketing
medium, you only have a few seconds with an attentive audience, and you need to deliver.
Video is dynamic, engaging, and the closest medium to the human experience. Once we watch
a video, that experience becomes part of our own memory and we are more likely to remember
it. When you pair ABM with video, you have an attention-grabbing vehicle for account level
engagement.
WHY ABM IS VITAL TO YOUR ORGANIZATION AND MARKETING-SALES ALIGNMENT
What is ABM?Before we get ahead of ourselves, let’s define ABM. Account-based marketing is a strategic
marketing technique in which marketing and sales teams align to select high-opportunity
accounts for targeted, personalized demand generation programs. ABM embraces collective
decision-making, helping sales and marketing teams work together1. For example, your business
may have been identified by a salesperson as a “hot prospect” because of your company’s
size, annual revenue, and use of a competing and/or complementary product. But what’s this
salesperson to do if you and your colleagues have never visited his/her website or interacted
with the brand at a trade show or event? You’re not a “marketing qualified lead,” and therefore,
there’s a “no-fly zone” above you and your business. ABM solves this problem. ABM rectifies the
disconnect between marketing and sales activities by aligning both teams while simultaneously
closing the gap on time “wasted” waiting for an individual to self-identify as a prospect.
Now, using a variety of tools (internal data, predictive data, firmographics, etc.), marketers and
salespeople can work together to determine which prospects are best suited to be customers
of their business. Harnessing internal information from various marketing programs and
tech stack integrations from website analytics, marketing automation, customer relationship
management and an online video platform are great starting points. But third-party data will
help you measure intent, so collect additional information from sources that allow you to tap
sources like web searches, social media listening, online communications and digital content
consumption. With this, you can then proactively target multiple personas/users within the
same account while still treating them as individuals2. This will spread awareness and create
demand within the organization.
©2017 Brightcove, Inc. All Rights Reserved.3
How ABM Addresses a Cluttered Landscape (and the Problem with Inbound Marketing)
Why We’re Moving Beyond the Funnel
In the digital marketing landscape, we’re all competing for attention and budget. The marketing
tools targeted to businesses are limitless, but budgets are finite. Becoming a priority in the eyes
of your target or prospect is no easy task.
With inbound marketing, we’re waiting for discovery, which means there will always be a
passive element to it. We’re waiting for the right search query; we’re waiting for a video play;
we’re waiting for a form to be filled out; we’re waiting for them to open/click into our emails. We
use inbound signals to try to monitor buyer intent in a natural, unintrusive way. But sometimes,
when our campaigns stall, we realize we’ve just been waiting, haven’t we? ABM gives the
marketer back control.
Fill the funnel! Fill the funnel! We need more pipeline!
The funnel has been a tenant of marketing for nearly a
century, but even more critical in the past decade with
the advent of inbound marketing and the importance
placed on driving traffic and converting leads. There is
an urgency to keep filling that pipe, gaining awareness
with a large (sometimes unspecified audience), with the
hopes that our conversions will increase. This is mostly
around that fear that marketers have of seeming passive
or inefficient. Unfortunately, through no fault of their
own, most are. We’ve all been taught to operate from
this model! But this way of thinking is dated because
while the total numbers of conversions might increase,
chances are conversion percentages will stay roughly the
same.
After all, since only 15% of website traffic is within
our addressable market the only way to break this
holding pattern is not through more traffic, but through
optimizing and personalizing the experience for this key
group3.
Beyond setting up the campaign itself, technology
removes the mask of anonymity. This means that interest
is identified sooner and resources can be devoted to
marketing to higher priority prospects/accounts through
personalized, more relevant campaigns. No more waiting
for the prospect to prioritize you.
3. Isaacson, P., Krawchick, A. (2016). ABM Fundamentals.
©2017 Brightcove, Inc. All Rights Reserved.4
Why Video is One of the Most Perfect Mediums for ABM
HUMAN AND EMOTIONAL
The combination of sight, sound, and movement is powerful.
Nothing compels us as much as our experiences. This is
why video’s next foray is virtual reality—and why it’s set to
explode in the next few years. Not since the modern movie-
going experience have we, as humans, been so captivated
by a pastime. Characters and situations come to life, and
audiences empathize or relate strongly because of video.
Video is the most social of all communication methods4.
INFORMATIVE AND EFFECTIVE
Words can be spoken more quickly than they can be read,
which means video can convey more information in a
shorter timeframe. Furthermore, longer videos have the
advantage of utilizing visuals to add another layer to the
story and keep audiences engaged. Another benefit of video?
Even non-verbal cues are detected by your audience.
PERSONAL
“One to many” messaging is over. When we speak
of personalization, we say we’re using technology to
create a customized experience. With advancements in
marketing automation and interactivity, we can use video
viewing data to create a unique “video thumbprint” for
your target. Personalized content can be sent, at the
right time, addressing him or her by name. Add to this
interactivity, where the viewer can choose their path or
spend more time on the content that interests them, and
you’ve generated a memorable brand experience.
The combination of visual and auditory is so powerful.
4. Clarine, B. (2016). 11 Reasons Why Video is Better Than Any Other Medium. Advanced Web Ranking.
©2017 Brightcove, Inc. All Rights Reserved.5
Everyone sells. Marketers are on the hook
for generating revenue and showing value in
the spend on their campaigns. ROI! Where’s
the ROI? Put ROI in an event session title and
watch your room fill with marketers, some
savvy, some desperate, all keen to make their
marketing dreams come true.
In these same sessions, we often hear: slow
down, focus, and use the appropriate tools
for the job. ABM “gets it.” After all, marketers
tend to operate in the context of quantity.
But for sales people, they wonder: “How
quickly can I get into the accounts I care
about?” Understanding this mindset, with
the knowledge that valuable time is being
wasted, should shift ABM strategy to the top
of your list. Marketing and sales alignment is
important.
Don’t pass leads, pass intelligence. With ABM
we can focus our efforts on the accounts
with the highest propensity to buy and leave
most of the rest behind. Sales people love
this information because they find it to be a
gateway to better conversations.
HOW ABM ALIGNS MARKETING AND SALES
©2017 Brightcove, Inc. All Rights Reserved.6
1. PREPARATION: assess/conduct a
content audit and map each piece
to a customer type or an account
problem. Set goals for each campaign.
Use this time to train marketing and
sales teams on their roles in this new
process.
2. PRIORITIZATION: identify
opportunities based on the ideal
customer, then select and prioritize
your accounts. Use business
intelligence to help you arrange your
accounts5 into tiers, considering
the potential growth of each, and
influence within their respective
markets.
3. PLANING: implement campaigns
that deliver the right content, at the
right time, to the (multiple) right
people. Figure out how each account
is structured and identify those key
influencers and decision makers within
the organization. Where can you
find them? In-person events, email
campaigns, retargeting, programmatic
display advertising, social media,
content and other ABM engagement
methods6 all come together in one
campaign with tailored messaging for
each record in the account.
4. EXECUTION: engaging across multiple
channels may also mean splitting
efforts across roles. Some channels
are more effective for certain roles or
industries than others. For example,
you may stop delivering your email
nurture to the CEOs but have found
it effective for CMOs7. Test, analyze,
and optimize your campaigns, and
then take this model and deploy it to
other products, personas, and pieces
of content— ideally working across all
three for even more specificity and
personalization.
5. MEASUREMENT: select the metrics
most important to you based on the
goals of your campaign. Of course,
you’ll be interested in the independent
metrics of each campaign, like email
open rates, click-through rates,
downloads, etc., but your ABM
campaign isn’t just one campaign, it’s
a series of campaigns over time. Look
to measure audiences, format/timing,
maturity and use these to create
benchmarks9. An ABM campaign
centered around awareness might be
looking for “lift” from an account, with
more activity on your site from these
targets, while a conversion campaign
will be looking at opportunities closed
and business won from your ABM
campaigns.
5. Heinz, M. (2016). Seven keys to account-based marketing success: A simpler framework for #ABM execution. Heinz Marketing.
6. ABM Leadership Alliance. (2016). Building an Account-Based Marketing Technology Stack.
7. PFL Blog. (2017). How Account-Based Marketing Enhances Your Customer’s Journey.
8. Cain, D. (2015). What Is Account-Based Marketing (ABM) and Is It Right for You. Marketo.
9. Sirius Decisions. (2016). Leveraging Predictive Technologies for Account-Based Marketing.
Account Based Marketing Steps, In Brief
©2017 Brightcove, Inc. All Rights Reserved.7
ESSENTIAL QUESTIONS AND NEXT STEPS
Conduct a content audit
• What existing video content aligns with
your targets?
• Do you have content that can be
repurposed or utilized in a variety of
ways?
Identify named accounts
• What do your current customers tell
you about your ideal customer? Look
through the data and create the ideal
customer profile. Your account list can
be comprised of large accounts, named
accounts, accounts in a specific industry
or vertical and/or accounts grouped by
their customer lifecycle stage.
Map specific problems
• Why does this ideal customer buy from
you? And why do they stay? Solutions
oriented approaches speak to the
consumer whether they’re B2B or B2C.
10. Thomas, D. (2016). How to Prepare B2B Marketing and Sales for ABM: Data, Content, and Engagement. Leadspace.
What You Need to Know to Get Started with ABM and Video Today
Modify or create account-specific content
• How will you personalize content to show
this account you understand them?
• Does this content really feel tailor-made?
Test it with a smaller group.
Provide your sales people with talking
points
• How will sales people be able to further
this connection? You’re a unified team
now, and thus, as sales pursues this
account in tandem they’ll need to know
how to stay “on message” with the
prospect10.
©2017 Brightcove, Inc. All Rights Reserved.8
• Awareness: Promoted, sponsored, and
organic posts on social media featuring
short-form video content
• Engagement: Vertical or persona-
specific email nurture programs can
lead to video landing pages with specific
content for accounts11
• Conversion: Personalized email follow-up
from sales post-event featuring a “video
voicemail,” or customized on-demand
demonstration for the account
• Retention: Curated galleries with on-
boarding videos created by account
managers for their customers, ensuring a
personalized experience and respect for
a new relationship
• Advocacy: Multi-pronged customer
appreciation campaign extending across
web, email, social, using resources to
help elevate their position. This may
even lead to user-generated content
(UGC) that furthers brand awareness and
penetration.
Using video in account-based marketing programs is easier than you think. Here are a few ideas
to get you started:
USING VIDEO AND ABM ACROSS THE CUSTOMER LIFECYCLE
11. Bondhus, C. (2016). Don’t Recreate The Wheel. Here’s Your ABM Orchestration Template Bizable.
Conclusion Account-based marketing allows marketers to be more active and efficient so they can meet
their goals. After all, in today’s modern organizations, everyone sells. Marketers have numbers
to meet. Video with ABM meets the marketer’s “right person, right content, right time” dilemma
head on, with a compelling answer.
©2017 Brightcove, Inc. All Rights Reserved.9
As companies try to improve customer
loyalty and retention, a very basic element
is often overlooked–the human element. In
a day and age when predictive marketing
and marketing automation are all the rage,
it’s important to remember we are marketing
to people, not Eloqua IDs, nor Salesforce
contact records with high lead scores. Let’s
build relationships.
Brightcove’s customer base includes
thousands of companies and thousands
of contacts within those companies. Our
customers range from Fortune 500 firms
like EMC, Johnson & Johnson, and IBM to
mid-market, fast-growth companies like
LegalZoom and Bazaarvoice. We’re also
proud to have many non-profit and faith-
based organizations as customers. Our
challenge, like many companies, was this:
how can we humanize our interactions with
customers to connect and get a response?
Regular html or plain text email is impersonal
while periodic check-in phone calls rarely
connect, or are hard to scale.
By building our ABM campaigns around
video, we were able to foster effective
conversations for conversion and retention
customers, but creating new relationships to
expand within existing accounts.
CASE STUDY: HOW TO DRIVE ABM SUCCESS AND REVENUE WITH VIDEO
©2017 Brightcove, Inc. All Rights Reserved.10
• We’re one of the nearly 4,000 vendors
in the SaaS/MarTech space12. In order to
reach the right prospects, we need to be
strategic.
• We’re piecing together information from
the digital customer journey and building
our campaigns around this data. ABM,
paired with video communications,
makes our multi-pronged approach more
effective.
• We’re not selling to just one person,
so we need to personalize the content
to each. At any given time a different
stakeholder could be driving the
12. Brinker, S. (2016) Marketing Technology Landscape Supergrapic. Chief Martec.
WHY BRIGHTCOVE LAUNCHED AN ABM CAMPAIGN USING VIDEO
purchasing process, and we must be
ready to anticipate their interest and
answer their questions.
• We’re ready to interact with our
prospects sooner. Much of a prospective
customer’s initial online research
occurs before they opt-in to become a
lead. ABM helps us recognize the top
prospects earlier.
How to Align Sales and Marketing to Launch a Video ABM CampaignWhile working on a programmatic process, you will also need to align your teams around
the concept of ABM selling. Here at Brightcove, we tackled this alignment with the
following steps:
1. Defined roles and responsibilities between sales and marketing teams
2. Trained demand generation and sales teams
3. Created shared dashboards with account activity, accessible not only online but
broadcast on a large monitor in the office, so everyone could review progress
4. Held recurring meetings to keep everyone on the same page and in the same direction
Our business reality is familiar to many digital marketers:
©2017 Brightcove, Inc. All Rights Reserved.11
When we began our ABM journey with a
video campaign13, we targeted our customers
with the goal of expanding in our existing
accounts. The “Meet Your AM” campaign
essentially introduced account managers “in
person” through video. Additionally, by using
a combination of personalized video and
interactivity to aid in communication and
create a 1:1 digital conversation14, we were
able to achieve impressive results for the
very first campaign. Here is our process, step
by step:
1. Shot individual videos of our account
managers introducing themselves,
explaining their role at Brightcove and
why they enjoy it. The videos came
across as authentic and unrehearsed.
This built a personal connection. Our
videos expressed personality, energy,
and a unique voice.
2. Crafted very short text emails, five
to seven sentences, with a thumbnail
of the AM’s video. The emails were
sent as if coming from the account
managers and were personalized
accordingly.
3. Led the recipient, upon email click-
through, to a landing page containing
the introduction video. The page also
contained some fun facts about the
account manager, like first concert,
spirit animal, and favorite Brightcove
video.
4. Recorded data through our Eloqua
integration, which enables us to
capture who watched the video, for
how long and how many times.
5. Set Salesforce alerts to “close the
loop” on video. Account managers
could see which contact watched
which video, for how long and follow-
up appropriately.
13. Bondhus, C. (2016). Video for Retention: How We Created a Hugely Successful Campaign, Generating Upsell Opportunities.
14. Brightcove. (2016). 1:1 Conversations with Video.
HOW TO CREATE A CUSTOMER VIDEO CAMPAIGN STEP-BY-STEP
©2017 Brightcove, Inc. All Rights Reserved.12
Additionally encouraging? Our qualitative
feedback. Responses ranged from the
friendly “so good to see and hear who
you are” to the more business driven and
immediately actionable, “let’s set up a
meeting.”
The Results: An ABM Customer Campaign with Video
CAMPAIGN RESULTS
Unique Open Rate 26.72%
Total Video VIews 483
Unique CTR 6.35%
Click-to-Open Rate 24%
Open to View Rate 29.34%
Avg Video Engagement
82.84%
VIDEO: Meet Your AM: Tara
Video Engagement
Today Yesterday Last 7 days Last 30 days This month Last month
40
30
20
10
00:01 00:14 00:29 00:43 00:57
Engagement
May 8, 2016 - Jun 6, 2016
Player
Engagement by Player Performance
Summary
Engagement Score Views at 1% Views at 25% Views at 50% Views at 75% Views at 100%
Video ABM Campaign ResultsWhat did the email campaign statistics mean
for ROI?
• 219 Responses
• 86 Meetings
• $200k+ in Pipeline
These video were a success. Our video
ABM campaign brought new contacts into
conversations with Brightcove. We led
with a human element, utilizing video for
engagement15 and established connections
with additional contacts in key customer
accounts. These same emails would not
have been nearly as effective in a plain-text
format. Video brought our collaborative
culture to life, and presented our AMs as
knowledgeable, helpful professionals who
make their customers’ video initiatives
successful. Our goals were achieved.
15. Murphy, S. (2016). How to: Content Creation and Promotion for a Video Engagement Campaign.
©2017 Brightcove, Inc. All Rights Reserved.13
ABM is quite effective when combining the digital with the analog. Another marketing
channel that pairs well with ABM? Direct mail. Direct mail, when done thoughtfully,
feels personalized and helps break through the digital clutter.
In another iteration of our video ABM campaign for retention and customer expansion,
we combined our digital efforts with old-school, direct mail send of View-Masters.
Recipients were sent both a digital experience and a physical package containing a
View-Master with branded reel, the latter a nostalgic reminder of the combined power
of visual image and text. The online experience concluded with a personalized account
director video to “land and expand” targets—alerting them that their company was
already a customer, and introducing the account director as the personal contact for
the team. Essentially, we took the account director videos we had already produced
and found another creative way to package them. Our 2,000 mailings have resulted in
over 1,200 active leads.
Key TakeawaysBy taking the time up front to align marketing and sales around the ABM model, working out
our programmatic strategy, and using video in multiple ways, we were able to exceed our goals.
We achieved impressive results for our early efforts, and we expect even greater return as we
refine our strategies. We’re excited to help you get started doing the same.
TAKING IT FURTHER: ABM AND DIRECT EMAIL
View-Master ABM Campaign