Embed Size (px)
Citation preview
ABM Success PathInfrastructure & Campaign Secrets Unveiled
Josh HillMarketing
Technologist, Marketing Rockstar Guides, RingCentral
Charlie LiangDirector of
Marketing, BigPanda
Page 2 #MKTGNATION
Who are we?• 5x Marketo
Champion• MCE, MCA• Marketing
Technologist and demand generator
• 4x Marketo Champion
• SFDC, GA, Marketo Certified
• Digital Marketing ExpertCharlie
LiangJosh Hill
Page 3 #MKTGNATION
Where are you in the ABM Journey?
Page 4 #MKTGNATION
ABM explodes, vendors pivot, and marketers scramble• 41% of firms over $500MM claim to
use ABM (DemandMetric, Sept 2015)
• 76% of firms claim to be “considering or more” ABM
• 34% said they did not understand ABM.
• 11% said technology was a barrier
Page 5 #MKTGNATION
Why use ABM?
Page 6 #MKTGNATION
Need to achieve scale with the 5 to 20 people involved…
Page 7 #MKTGNATION
Demand Generation vs. ABM
Demand Gen
Page 8 #MKTGNATION
Demand Generation vs. ABM
Demand Gen
ABMABM
Page 9 #MKTGNATION
What level of ABM is right for you?
Page 10 #MKTGNATION
How to decide ABM strategy
Page 11 #MKTGNATION
What do you need to get started today?
Page 12 #MKTGNATION
You already do the basics...
Page 13 #MKTGNATION
…with the tools you may already have.
*logos are not necessarily an endorsement.
But what if you don’t have it all?
Page 14 #MKTGNATION
Think like a salesperson
Researcher
User ChampionInfluencer
Decision Maker
Purchase Mgr
Page 15 #MKTGNATION
Are you ABM ready?
Demographics Contact Info Territory Assignments Permission Recency
Prepared DB
Page 16 #MKTGNATION
…because there’s a lot of segmentationAccount Persona (Segmentation) Buyer Persona 1 (Segment) Buyer Persona 2 (Segment)
Technology SaaS Startup Marketing Manager Marketing Director
Manufacturing Multinational Marketing Operations BU Level Marketing Director
#ABMMatrix
Buye
r Per
sona Account P
ersona
Purchase Stage
Page 17 #MKTGNATION
…and a lot of moving parts.
• Segmentations
• Dynamic content
• Moving records to correct nurture tracks
• Lead to Account Matching
• Reporting
• Predictive analysis
• Ads: Retargeting, Adbridge, Site Content
• Content creation
• Analysis
• Customer discussions
• Sales conversations
Automate it Possibly automate
Page 18 #MKTGNATION
Create the ABM nurture waterfall
Goal: get to Account Track or MQL
Goal: get to MQL or Opp.
Goal: obtain enough data to select more specific track. Use a daily batch to pull out people who meet the next track’s criteria.
Goal: confirm persona and ABM info.
Page 19 #MKTGNATION
Understanding target account data
Coverage Are they aware? Do they engage?
• Smart Lists• Lead Perf+Smart List• Smart List Columns• SFDC Dashboards
• Visits+Smart List• Web Analytics
• Form Fill Outs• Program Success• RCA Reports
Page 20 #MKTGNATION
Coverage: Lead Performance & Smart Lists
Choose Group By and Lead Created Range
Get sub-counts by ABM Persona
Custom Columns are your friend.
Page 21 #MKTGNATION
Awareness: Company Web Report Constrain by Page and/or
PersonaChoose the date Range
Known Leads (Smart Lists)Anonymous Non ISPs – get an idea of how many people visit from Company A
Page 22 #MKTGNATION
Engagement: Email performance, etc.
Engagement by Persona? Totally possible.
Choose the Range of EmailsDate of Activity
Use your ABM segments here along with Was Sent Email
Page 23 #MKTGNATION
Drones are for Closers
Page 24 #MKTGNATION
Need to build the pipeline fast!
Q4
Page 25 #MKTGNATION
What accounts are compatible?
BANT PCT
Page 26 #MKTGNATION
Getting to PCT: Survey
Page 27 #MKTGNATION
Handshake with Sales
n = ?
Page 28 #MKTGNATION
Excel is your best friend
Text to Column. Merge into one column. Remove Dupes.
Voila.
Page 29 #MKTGNATION
Segmentation is Everything
Catch All
Page 30 #MKTGNATION
Bottoms up = Faster sales cycle*
Researcher User Champion
Decision Maker
Purchase Mgr
Decision Maker
Page 31 #MKTGNATION
And, or, contains, not equal to = FUN
Think of everything
Page 32 #MKTGNATION
Know your audience
Page 33 #MKTGNATION
Customize, Customize, Customize
Page 34 #MKTGNATION
Swarm Target Accounts
Live Events
Direct Mail
Page 35 #MKTGNATION
Swarm Target Accounts
Page 36 #MKTGNATION
By the Numbers
3,329 2,059 61
Page 37 #MKTGNATION
Target Account Penetration
A. 4% B. 7% C. 14%
Thank You!
Page 40 #MKTGNATION
ABM resources• http://info.leandatainc.com/rs/554-VZA-399/images/LeanData_The-New-State-of-ABM_Survey_White_Paper_2014.pdf
• http://info.leandatainc.com/TheNewStateofAccount-BasedMarketing-Download.html
• http://blog.integrate.com/account-based-marketing-ebooks
• http://www.thehubcomms.com/marketing-automation/five-minutes-with-scott-vaughan-cmo-of-integrate/article/434511/
• http://blog.pointclear.com/blog/is-account-based-marketing-the-holy-grail-for-lead-generation-nirvana-poweropinions-part-4
• http://marketingland.com/account-based-marketing-new-buzzword-new-reality-130144
• http://www.vendemore.com/account-based-marketing/
• http://blog.topohq.com/account-based-marketing-11-tactics-to-drive-your-abm-process/
• http://www.demandgenreport.com/features/industry-insights/b2b-marketers-use-predictive-tools-to-boost-account-based-marketing-results
• https://www.demandbase.com/whitepaper/account-based-marketing-adoption-benchmark-report-september-2015/
• http://info.leandatainc.com/WEABSDCloudera0116_6Watch.htmlhttp://info.leandatainc.com/WPBuildSuccessfulADRTeam-Download.htmlhttp://www.slideshare.net/integrateinc
• http://www.slideshare.net/IntegrateInc/account-based-marketing-abm-for-the-efficient-b2b-marketer
• Company Web Report: https://docs.marketo.com/display/public/DOCS/Company+Web+Activity+Report
Page 41 #MKTGNATION
More tactical program ideas• Meeting makers• Multi-touch, multi-channel meeting makers• Use direct mail webhook to drop ship based on behaviors
Page 42 #MKTGNATION
Do you even need to use ABM?
Strategy
You only care about Enterprise Account penetration.
Customer Development for Product-Market-Fit
Tactic
High volume SaaS firm
Only one small group handles the top tier Enterprise Accounts
“Take a hard look at your business model. Are you a high-volume SaaS solution company? If so, you probably would benefit more from targeted lead marketing strategy. But if that same business is seeking to chart a different course by having top-tier sales reps focus solely on large enterprise accounts, ABM absolutely will have value.” – LeanData ABM Book
Page 43 #MKTGNATION
Do the marketing segmentation…Components Criteria Considerations
Account Target ListYour named account list with Company Name and Domain Name.
IS will be more precise, but CONTAINS may help. But beware “cisco” vs. “San Francisco”
Buyer Persona/Title ListSegmented People by Persona or Title Again, watch those filters. Buyer Personas will help more
here, but Titles or Level work too. Coverage reporting is mostly about Level. Sales’ input on Level & Function will be important for messaging.
Story for Each PersonaCollect content and design dynamic content matrix.
Do you have the messaging clear for each Persona?
Account PersonasSegment by Account, Industry, Size Do you have the story for each Account Persona?
Data Cleaning + Appending
Automated deduping, data appending, should be operational by now.
How much of the Account and Title information is filled in?Are you using Progressive Profiling to fill in more?
Territory Management
Ensure that you can send on behalf of the Salesperson, SDR/LDR, or Field Sales as appropriate. This may require segments or smart lists to go beyond Lead Owner in Salesforce.
Your CRM admin and Sales team need to have the update and territory change process very efficient or you risk embarrassment or missed opportunities.
Page 44 #MKTGNATION
Reporting on ABMReport Definition Tools that can help right nowCoverage Do you have the people you need? Any database, engagio, LeanData, etc..
Smart Lists, SegmentationsAwareness Do they know about you? Engagio, Terminus, Google Analytics,
Company Web ReportEngagement Are they interacting with your
content? Spending time?Marketo Programs, engagio, Terminus, etc.
Influence Are account targets responding? RCE, Program Reports, campaign influence
Impact Are programs causing higher spend, faster sales?
Marketo RCE (Model Analysis – Companies), Engagio, Brightfunnel, etc.
• Lead Performance by Status and Smart List Columns.• Smart List Counts• Program Status Counts• SFDC Dashboards
