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Experience Lab 2017 | 11.08 – 11.10 2017
BY DESIGN
Building an Account-Based Marketing Technology Strategy
Experience Lab 2017 | 11.08 – 11.10 2017
Pete Amundson@peteamundson
Experience Lab 2017 | 11.08 – 11.10 2017
Account-based marketing is an approach that is leveraged by B2B organizations to target users based on their companies.
This targeting approach blends marketing and business development concentrations with technology to identify contacts and leverage institutional knowledge in order to
further enhance sales engagements.
Experience Lab 2017 | 11.08 – 11.10 2017
D
Setting Up for Account-Based Marketing
Experience Lab 2017 | 11.08 – 11.10 2017
Account-based marketing is not designed to handle 100%of your users. It is not designed to focus on 10% of your users.
It is designed for the 0.01% of users that are activelyinterested in building a relationship with your firm.
Rule #1
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Understand what is important for your clients or prospects.
Select accounts to target.
Assemble your internal stakeholders and gather intelligence on content.
Determine approach for identifying.
Build content and experiences.
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Understand what is important for your clients or prospects.
Select accounts to target.
Assemble your internal stakeholders and gather intelligence on content.
Determine approach for identifying.
Build content and experiences.
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based MarketingUnderstand what is important to your clients and prospects.
Clients and Prospects are looking for how you answer these types of questions:
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based MarketingUnderstand what is important to your clients and prospects.
Clients and Prospects are looking for how you answer these types of questions:
“Can you solve my problem?”
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based MarketingUnderstand what is important to your clients and prospects.
Clients and Prospects are looking for how you answer these types of questions:
“Can you solve my problem?”
“How are you going to work with me?”
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based MarketingUnderstand what is important to your clients and prospects.
Clients and Prospects are looking for how you answer these types of questions:
“Can you solve my problem?”
“How are you going to work with me?”
“Do you understand my company and objectives?”
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based MarketingUnderstand what is important to your clients and prospects.
Base on our Loyalty Survey, your clients and prospects want:
! Intelligence that addresses information on issues that the client faces:! Topical Thought Leadership! Relevant Experience and Case Studies
! Competitive information:! Content and experiences that highlight advantages (without naming names … of course)
! Industry analysis:! Thought Leadership from people with industry experience, across many clients and facets.
! Benchmarking data:! Informative metrics and executive-level data
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based MarketingUnderstand what is important to your clients and prospects.
Surveys
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based MarketingUnderstand what is important to your clients and prospects.
Surveys Conversations
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based MarketingUnderstand what is important to your clients and prospects.
Surveys Conversations SecondaryResearch
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based MarketingUnderstand what is important to your clients and prospects.
Surveys Conversations SecondaryResearch
SocialListening
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Understand what is important for your clients or prospects.
Select accounts to target.
Assemble your internal stakeholders and gather intelligence on content.
Determine approach for identifying.
Build content and experiences.
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based MarketingSelect accounts to target.
Each B2B organization uses accounts in multiple ways:
! Business Development – Finding new business
! Sales & Contract Engagement – Negotiations, defining goals & objectives, team setup and introductions
! Engagement Tracking & Billing – Current active projects
! Relationship Management – Maintaining relationships
! Client Development – Build on current offerings or engagements
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based MarketingSelect accounts to target.
Targeting different types of accounts has different technological challenges. Current clients have more information in your marketing systems than what you
will see for prospective clients.
Current Client
Well known
Mostly unknown
Prospect
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Understand what is important for your clients or prospects.
Select accounts to target.
Assemble your internal stakeholders and gather intelligence on content.
Determine approach for identifying.
Build content and experiences.
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based MarketingAssemble your internal stakeholders and gather intelligence on content.
Building a successful and streamlined team:
! Client or prospect relationship lead for providing guidance and personal messaging
! Content provider for creating or editing meaningful content in order to frame for the target
! Website management for understanding technical
50% faster.
Streamlined, driven teams can deliver
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Understand what is important for your clients or prospects.
Select accounts to target.
Assemble your internal stakeholders and gather intelligence on content.
Determine approach for identifying.
Build content and experiences.
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based MarketingDetermine approach for identifying.
There is no way to 100%, absolutely,
unquestionably,with the utmost certainty,
know the identity of a website visitor.
Experience Lab 2017 | 11.08 – 11.10 2017
There is no way to 100% know the identity of a website visitor.
Rule #2
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based MarketingDetermine approach for identifying.
Anonymous
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based MarketingDetermine approach for identifying.
Anonymous Known
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based MarketingDetermine approach for identifying.
Anonymous Known“The continuum of identity accuracy”
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based MarketingDetermine approach for identifying.
“The continuum of identity accuracy”Anonymous Known
TypicalWebsiteVisitor
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based MarketingDetermine approach for identifying.
“The continuum of identity accuracy”
Faceto Face
Anonymous Known
TypicalWebsiteVisitor
Experience Lab 2017 | 11.08 – 11.10 2017
TypicalWebsiteVisitor
Setting Up for Account-Based MarketingDetermine approach for identifying.
“The continuum of identity accuracy”
Geo IP Faceto Face
Anonymous Known
Experience Lab 2017 | 11.08 – 11.10 2017
Geo IP
TypicalWebsiteVisitor
Setting Up for Account-Based MarketingDetermine approach for identifying.
“The continuum of identity accuracy”
Faceto Face
Anonymous Known
40% of the time.
Organizations can be determined by their IP
Address only
Experience Lab 2017 | 11.08 – 11.10 2017
Geo IP
TypicalWebsiteVisitor
Setting Up for Account-Based MarketingDetermine approach for identifying.
“The continuum of identity accuracy”
FirmographicData
Faceto Face
Anonymous Known
Experience Lab 2017 | 11.08 – 11.10 2017
Geo IP
TypicalWebsiteVisitor
Setting Up for Account-Based MarketingDetermine approach for identifying.
“The continuum of identity accuracy”
FirmographicData
Faceto Face
Anonymous Known
”Firm-o-whatzit?”
Experience Lab 2017 | 11.08 – 11.10 2017
Identity Using Firmographic InformationFirmographic information is analogous to demographic information, but for organizations. This data is utilized for research, identifying and segmentation of business. Companies that specialize in firmographic information build their tools around:
! Custom IP database information
! Aggregated company data sets
! Organization graphs
! Ad impressions and networks
! Proprietary special sauce
Experience Lab 2017 | 11.08 – 11.10 2017
Geo IP
TypicalWebsiteVisitor
Setting Up for Account-Based MarketingDetermine approach for identifying.
“The continuum of identity accuracy”
FirmographicData
Faceto Face
Anonymous Known
Experience Lab 2017 | 11.08 – 11.10 2017
Geo IP
TypicalWebsiteVisitor
Setting Up for Account-Based MarketingDetermine approach for identifying.
“The continuum of identity accuracy”
FirmographicData
FormFill
Faceto Face
Anonymous Known
Experience Lab 2017 | 11.08 – 11.10 2017
Geo IP
TypicalWebsiteVisitor
Setting Up for Account-Based MarketingDetermine approach for identifying.
“The continuum of identity accuracy”
FirmographicData
FormFill
Faceto Face
Anonymous Known
Experience Lab 2017
Setting Up for Account-Based Marketingapproach for identifying.
“The continuum of identity accuracy”
FirmographicData
FormFill
Experience Lab 2017 | 11.08 – 11.10 2017
Geo IP
TypicalWebsiteVisitor
Setting Up for Account-Based MarketingDetermine approach for identifying.
“The continuum of identity accuracy”
FirmographicData
FormFill
Faceto Face
Anonymous Known
Experience Lab 2017
Setting Up for Account-Based Marketingapproach for identifying.
“The continuum of identity accuracy”
FirmographicData
FormFill
Experience Lab 2017 | 11.08 – 11.10 2017
Geo IP
TypicalWebsiteVisitor
Setting Up for Account-Based MarketingDetermine approach for identifying.
“The continuum of identity accuracy”
FirmographicData
FormFill
Faceto Face
Anonymous Known
Experience Lab 2017 | 11.08 – 11.10 2017
Geo IP
TypicalWebsiteVisitor
Setting Up for Account-Based MarketingDetermine approach for identifying.
“The continuum of identity accuracy”
FirmographicData
FormFill + Email
Faceto Face
Anonymous Known
Experience Lab 2017 | 11.08 – 11.10 2017
Geo IP
TypicalWebsiteVisitor
Setting Up for Account-Based MarketingDetermine approach for identifying.
“The continuum of identity accuracy”
FirmographicData
FormFill + Email
MAIntegration
Faceto Face
Anonymous Known
Experience Lab 2017 | 11.08 – 11.10 2017
Geo IP
TypicalWebsiteVisitor
Setting Up for Account-Based MarketingDetermine approach for identifying.
“The continuum of identity accuracy”
FirmographicData
FormFill + Email
MAIntegration
Faceto Face
Anonymous Known
Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017
Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017
https://e.wellsgroup.com/ct/15093/s-1537-1708/Bct/q-084c/l-dyn-contact-02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogi
Experience Lab 2017 | 11.08 – 11.10 2017
https://e.wellsgroup.com/ct/15093/s-1537-1708/Bct/q-084c/l-dyn-contact-02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogihttps:// 02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogi
Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017
https:// 02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogihttps://e.wellsgroup.com/ct/15093/s-1537-1708/Bct/q-084c/l-dyn-contact-02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogi
Experience Lab 2017 | 11.08 – 11.10 2017
https://e.wellsgroup.com/ct/15093/s-1537-1708/Bct/q-084c/l-dyn-contact-02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogihttps:// 02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogi
| 11.08 – 11.10 2017
https:// 02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogi02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogihttps://e.wellsgroup.com
Experience Lab 2017Experience Lab 2017
e.wellsgroup.com/ct/15093/s-1537-1708/Bct/q-084c/l-dyn-contact-02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogi
Experience Lab 2017 | 11.08 – 11.10 2017
Geo IP
TypicalWebsiteVisitor
Setting Up for Account-Based MarketingDetermine approach for identifying.
“The continuum of identity accuracy”
FirmographicData
FormFill + Email
MAIntegration
Faceto Face
Anonymous Known
Experience Lab 2017 | 11.08 – 11.10 2017
Anonymous users does not mean anonymous companies.
Rule #3
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Understand what is important for your clients or prospects.
Select accounts to target.
Assemble your internal stakeholders and gather intelligence on content.
Determine approach for identifying.
Build content and experiences.
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based MarketingBuild content and experiences.
The client experience should be genuine:
! On message
! On brand
! Unobtrusive
! Not creepy
! Not overtly selling
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based MarketingBuild content and experiences.
The experience for marketers should be intuitive and cognizant of business constraints:
! Your team does not have infinite resources.
! Managing the whole experience should be thoughtfully designed.
! Personalization is only effective if editors can understand and manage the rules and signals.
Experience Lab 2017 | 11.08 – 11.10 2017
– Kalev PeeknaPersonalization is only automated from the user’s perspective.
Rule #4
Experience Lab 2017 | 11.08 – 11.10 2017
The Typical Website Experience
Experience Lab 2017 | 11.08 – 11.10 2017
The Typical Website Experience
Experience Lab 2017 | 11.08 – 11.10 2017
The Typical Website Experience! Shouting from the mountain
top – a blast of information.
Experience Lab 2017 | 11.08 – 11.10 2017
The Typical Website Experience
Experience Lab 2017 | 11.08 – 11.10 2017
The Typical Website Experience
Experience Lab 2017 | 11.08 – 11.10 2017
The Typical Website Experience
Big Feature
Branding Message
! Shouting from the mountain top – a blast of information.
! There is a lot of “let me tell you about myself” messaging.
Experience Lab 2017 | 11.08 – 11.10 2017
The Typical Website Experience
! The content is made for everyone.(e.g. it is meant for no one)
Experience Lab 2017 | 11.08 – 11.10 2017
The Typical Website Experience
! There is a lot of “let me tell you about myself” messaging.
! Shouting from the mountain top – a blast of information.
Experience Lab 2017 | 11.08 – 11.10 2017
The Typical Website Experience
! But the brand work is great.
Experience Lab 2017 | 11.08 – 11.10 2017
The Typical Website Experience
Latest Highlights
Please Subscribe…even if you have already
! There is a lot of “let me tell you about myself” messaging.
! Shouting from the mountain top – a blast of information
! The content is made for everyone.(e.g. it is meant for no one)
Experience Lab 2017 | 11.08 – 11.10 2017
Account-Aware Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Aware Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Account-Aware Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Aware Targeting! Relevant content for the
client’s industry.
Experience Lab 2017 | 11.08 – 11.10 2017
Account-Aware Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Aware Targeting
! Explicitly chosen messaging for the client.
! Relevant content for the client’s industry.
Experience Lab 2017 | 11.08 – 11.10 2017
Account-Aware Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Aware Targeting
! Calls to actions that lead users to qualifying activities.
! Explicitly chosen messaging for the client.
! Relevant content for the client’s industry.
Experience Lab 2017 | 11.08 – 11.10 2017
Account-Focused Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Account-Focused Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Targeting! Personalized messaging from
engagement leads.
Experience Lab 2017 | 11.08 – 11.10 2017
Account-Focused Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Targeting! Personalized messaging from
engagement leads.
! Direct access to team.
Experience Lab 2017 | 11.08 – 11.10 2017
Account-Focused Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Targeting! Personalized messaging from
engagement leads.
! Direct access to team.
! Tailored content for the current engagement
! Thought leadership! Topical information! Valuable infographic data
Experience Lab 2017 | 11.08 – 11.10 2017
Account-Promotion Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Account-Promotion Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
TargetingPromotion of account-focused content throughout the website.
Experience Lab 2017 | 11.08 – 11.10 2017
Account-Promotion Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
TargetingPromotion of account-focused content throughout the website.
! Interstitials
Experience Lab 2017 | 11.08 – 11.10 2017
Account-Promotion Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
TargetingPromotion of account-focused content throughout the website.
! Interstitials
! Related and “Continue Reading” selections
throughout the website.
Experience Lab 2017 | 11.08 – 11.10 2017
Account-Promotion Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
TargetingPromotion of account-focused content throughout the website.
! Interstitials
! Related and “Continue Reading” selections
throughout the website.
! “Best-bet” search results
Experience Lab 2017 | 11.08 – 11.10 2017
Account-Promotion Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
TargetingPromotion of account-focused content throughout the website.
! Interstitials
! Related and “Continue Reading” selections
throughout the website.
! “Best-bet” search results
! Highlights and cross-sells
Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Understand what is important for your clients or prospects.
Select accounts to target.
Assemble your internal stakeholders and gather intelligence on content.
Determine approach for identifying.
Build content and experiences.
Experience Lab 2017 | 11.08 – 11.10 2017
This is a cycle.
Rule #5
Experience Lab 2017 | 11.08 – 11.10 2017
This is a cycle. Start Small.
Rule #5
Experience Lab 2017 | 11.08 – 11.10 2017
This is a cycle. Start Small. Iterate.
Rule #5
Experience Lab 2017 | 11.08 – 11.10 2017
This is a cycle. Start Small. Iterate. Adapt.
Rule #5
Experience Lab 2017 | 11.08 – 11.10 2017
This is a cycle. Start Small. Iterate. Adapt. Learn.
Rule #5
Experience Lab 2017 | 11.08 – 11.10 2017
D
Thank You!
Experience Lab 2017 | 11.08 – 11.10 2017
BY DESIGN
Building an Account-Based Marketing Technology Strategy
