Dgr lls16 radius-final_deck

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Take Back Control of Your Funnel with an ABM Strategy

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#LLS16 Demand Gen Report: @DG_Report

Carol Krol: @carolkrol

Radius: @radius

Shari Johnston: @shariajohnston

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From TOFU to MOFU to BOFU to Close

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Panelists MODERATOR:

Carol Krol Editor-In-Chief Demand Gen Report

Shari Johnston VP of Demand Marketing Radius @shariajohnston

Take Back Control of your Funnel with

ABM

#RevenueDriv

er

Shari Johnston, SVP

Marketing

© RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.

Agenda

○ How ABM will accelerate your funnel

○ Radius ABM Story

o Operationalize for ABM

o ABM programs

o ABM metrics to measure


○ Marketers are increasingly turning to ABM

◆ To align with the way sales has always sold, by account

◆ Focus their marketing resources on those accounts most likely to convert

◆ A more customized marketing approach to stand out from the noise

◆ Lead volume is not producing revenue

○ What marketers want:

◆ Use data science to prioritize Accounts for their ABM strategy

◆ Reach those targeted accounts with a customized and personalized approach using key

account attributes

ABM Approach

© RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. #RevenueDriver

The 80/20 Rule

20% of the prospects are responsible for 80% of sales


Radius ABM Story “Marketing and Sales jointly go to market to attract, engage and convert

the accounts most likely to be our next customers.”


Operationalizing ABM


Target Account Selection

Leveraging data science to provide insights to

your target account list.

© RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. #RevenueDriv

er

Predictive Driven

Account Selection

A Target

Account List

Aligning with sales

for account selection

ABM - Maturity of Account Selection

Leveraging Data

insights

Account Insights and Account Prioritization

Using Predictive To identify which Accounts are Most

Likely To Convert

Radius ABM Stack:

End-to-end cloud

platforms that

connect data &

machine-

learning with rich

customer

experiences.

© RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. #RevenueDriv

er

"In fact, the relationship is so obvious that it almost

seems unnecessary to lay it out: predictive vendors

help marketers find accounts to target; ABM helps

marketers reach target accounts.”

—David Raab, Raab Associates


Account 1 Account 2 Account 3

Industry: Finance Finance Insurance

Location: San Francisco, CA San Francisco, CA San Francisco, CA

Employees: 250-500 250-500 250-500

Revenue: $50M to $100M $50M to $100M $50M to $100M

Success Rate 8% 8% 4%

Business Graph Impact on ABM

Account 1 Account 2 Account 3

Industry: Finance Finance Insurance

Location: San Francisco, CA San Francisco, CA San Francisco, CA

Employees: 250-500 250-500 250-500

Revenue: $50M to $100M $50M to $100M $50M to $100M

Using CRM Yes No Yes

Using MAT Yes No Yes

(Events) New CMO Yes No Yes

Success Rate 22% 4% 17%

New Accounts 300 Accounts 250 Accounts 125 Accounts Existing Accounts 40 Accounts 50 Accounts 35 Accounts

Business Graph Impact on ABM


Radius ABM Program Snapshot


ABM GTM - Territory Management


ABM Programs


Multi-Channel ABM Programs

• Social Targeting

• Display Advertising

• Content Syndication

• Sponsored Event

• Field Events

• Outbound Campaigns


ABM Programs Planning

Marketing Planning

Demand Generation

Field Marketing

Database Campaigns

Sales Team Presentations

Review Programs

Brainstorm Additions

Align Account Focus

Final Plan Additional Territory Activities

Monthly Review

Analysis Program Execution

Recommended Edits

-4 weeks

End of 1st

and 2nd

Months

-2 weeks

Quarter

Start

Account-Based Advertising Campaign

● 132 target accounts

● Ads delivered only to

people at these companies

● Creative is personalized to

the company

● 33% increase in account

engagement in 1 month

Facebook Ad fueled by network data

● Targeting Tier A and B companies

● 360k+ contacts found using network

data (avg 180/company)

● Contacts increasing using intent data to

add to the list dynamically

Initial Results 6/22-7/1:

● 7,435 people reached

● 15 clicks

● $166 spent


Target Account Programs

○ Utilize Radius to identify target account lists

for marketing and sales GTM strategy

◆ Leverage Radius segmentation to

uncover target accounts within your CRM

and from the Radius Business Graph

• Create segments by territory of top

Accounts based off of key account

attributes

• Export the records and upload as

new accounts in our CRM by territory

Example: Target accounts using Key

Technology=Marketo


→ Slack Integration: Target accounts with inbound

lead activity are sent to a Slack channel #abm_alert

ABM GTM - Acting on ABM #abm_alert Slack Channel


Marketing Driven Programs

ABM Driven Programs

Campaign led based on strategy–news,

thought leadership, etc.–and identifying top

accounts to pursue.

Starts with segmenting Target Accounts

and building programs that will influence

them.


Marketing Driven - Webinar

Webinar

Registrati

on

Email

3rd Party

Sponsored Email

Social

Display Ads /

Sponsored Posts

ABM

Alerts

Tier A & B

Accounts

Key

Contacts

Custom

Sales

Touch to

A/B

A/B Attended

A/B No Show

Registered

Attended

Registered No

Show

Focus Metrics 20% registrants

from A/B


“Thanks for reaching out. That's a very personalized touchpoint, I'm impressed :)” – LinkedIn

“Thanks for reaching out….How would you clearly measure marketing ROI for a new technology solution?

That has been one key piece lately that has slowed down our decision process at Cradlepoint.”

“Thanks for the outreach. Yep, I bet your system had us pegged…numerous people at our company are

actively looking at Predictive Intelligence platforms.” - Brainshark

“First time a vendor reached out before the session–nice!” - Booker


Goal:

20% of POS/Payments tier A/B

accounts registered

What industry has a lot of Tier A & B Accounts w/o Opportunities?

○ A: 24 Accounts > 4 early

stage leads

○ B: 192 Accounts > 89 early

stage leads

○ C: 56 Accounts > 23 early

stage leads

ABM Driven - Webinar


ABM Driven - Webinar

Webinar

Registrati

on

Email

3rd Party Email &

Ads

Social (Post in

Groups)

Display Ads /

Sponsored Posts

ABM

Alerts

Tier A & B

Accounts

Salesforce

List

Custom

Sales

Touch to

A/B

A/B Attended

Cadence

A/B No Show

Cadence

Registered

Attended

Registered No

Show

Sales Cadence

to A/B


ABM Metrics we Measure


Operational Metrics We Measure

● Coverage of target persona contacts on our ABM Accounts

● Target Accounts

● Increase in Funnel Velocity

● Improvements in Average Sales Price

● Improved Close Rates


Radius selected the official ABM Alliance Predictive Technology:

Upcoming in 2016...

➔ Best Practice Guides & Research

➔ Online Workshops & Webinars

➔ Roadshows

➔ Integrations!

Goal of the ABM Alliance is to help

marketers master account-based-

everything.

Thank you!

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Q&A / Panelists MODERATOR:

Carol Krol Editor-In-Chief Demand Gen Report

Shari Johnston VP of Demand Marketing Radius @shariajohnston

#LLS16

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