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#FlipMyFunnel Atlanta: ABM Success: Invoca’s Journey from Implementation to Optimization
@JuliaStead
The Voice Marketing Cloud: Helping marketers think beyond digital, bringing phone calls into the omnichannel customer journey.• Call & voice analytics• Real-time engagement engine• Omnichannel call integrations
#FlipMyFunnel #ABM
2015: Marketing Challenges
@JuliaStead
Establish awareness of problem/solution and create
market
Quickly grow our pipeline without substantially
increasing budget
Get better engagement and results from current
campaigns
Create more Enterprise pipeline and close more
opportunities
#FlipMyFunnel #ABM@JuliaStead
With Traditional Marketing Tactics:
@JuliaStead
• Low program engagement• Low conversion rates• No way to cost-effectively
scale growth
=
#FlipMyFunnel #ABM@JuliaStead
#FlipMyFunnel #ABM
Our ABM Timeline
@JuliaStead
July 2015• Developed initial framework • Shared strategy & buy-in from sales• Began account selection process
August 2015• Launched test ABM campaign for
Dreamforce• Revised attribution and reporting model October 2015
• Expanded account selection• Rolled-out omnichannel campaigns on
larger scaleJuly 2016
• Revised account selection process• Added new automated programs November 2016
• Expanded buyer personas• Created new nurturing tracks and
persona-based campaigns
Flipping our Funnel: ABM Rollout
@JuliaStead #FlipMyFunnel #ABM@JuliaStead
Identify Accounts-Used predictive tools; 25 A1, 75 A2, 300 B
Expand: Find the Right Contacts-Driven by SDR team, 3rd party tools
Engage: Leverage All Channels-Omnichannel campaigns & messaging
Measure Results & Advocacy-Implement multi-touch attribution model
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Pilot Program: Dreamforce
@JuliaStead #FlipMyFunnel #ABM@JuliaStead
Multi-channel Approach: Pre-event direct mail, display,
email and webinar nurturing
VIP experience at Giants game
On-site Incentivized Offer: -Apple Watch for meeting
Pilot Program: Dreamforce
@JuliaStead #FlipMyFunnel #ABM@JuliaStead
Results:Onsite meetings with over 25 ENT
accountsGenerated $1.3M pipeline
6 Months Later…
@JuliaStead #FlipMyFunnel #ABM@JuliaStead
• Increase in total pipeline after beta ABM programs launched: 1.8X more pipeline than previous 2Q
• Pipeline to spend ratio for beta ABM programs: 26X
• Increase in opportunity creation rate for Enterprise ABM accounts: 26%
• Lift in opportunity creation rates when ABM display campaigns were added: 50-200%
1 Year Later…
@JuliaStead #FlipMyFunnel #ABM@JuliaStead
Success: We are driving higher engagement with Enterprise accounts
20% higher marketing engagement
19% higher opportunity creation rate
1 Year Later…
@JuliaStead #FlipMyFunnel #ABM@JuliaStead
Challenges: The volume of results is lower than desired
• Account selection process is not 100% effective
• Too many accounts = lack of personalization
• Split focus of SDR team
#FlipMyFunnel #ABM
Optimization Strategy
@JuliaStead
Updated Working Group with Sales Ideal customer profile: What is it?
In-depth cross-team training on target account buyer personas, messaging and value props
#FlipMyFunnel #ABM
Optimization Strategy
@JuliaStead
Goal Setting and Capacity Modelling How much and what % of revenue is expected to
come from ABM vs Inbound?
What volume of work is required for each type of account?
Does the sales team have the capacity, and are they structured in the right way?
#FlipMyFunnel #ABM
Optimization Strategy
@JuliaStead
Marketing Homework Develop personalized content and campaign
strategy to match each type of persona
Restructuring content team
@JuliaStead #FlipMyFunnel #ABM@JuliaStead
But wait…what about tools?
Not absolutely necessary to get started.
Good To Have
@JuliaStead #FlipMyFunnel #ABM@JuliaStead
Multi-touch attribution………..
Lead-contact-account matching……...
Digital advertising……….
Account & contact acquisition………..
Nice To Have
@JuliaStead #FlipMyFunnel #ABM@JuliaStead
RTP/content personalization
Integrated direct mail………..
Integrated/customized video……..
Integrated sales & marketing campaigns
Final Tips
@JuliaStead #FlipMyFunnel #ABM@JuliaStead
Establish sales & marketing work group
Prioritize resources to select proper accounts & contacts
Start small to get it right
Ensure method for determining success
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@JuliaStead