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-