Upload
marketo
View
277
Download
0
Embed Size (px)
Citation preview
Scalable ABM for SMBA Marketo Case Study
AnastasiaPavlovaSr.DirectorofMarketing,Marketo
#FlipMyFunnel #ABM
Agenda
@digijinni
• DoesanABMStrategyWorkforSMBs?• Framework:5StepstoABM• MarketoCaseStudy:HowtoTarget&EngageSMBAccountstoDriveHigherRevenue&ROI
#FlipMyFunnel #ABM
Does an ABM Strategy Work for SMBs?
@digijinni
#FlipMyFunnel #ABM
60% of SMBs Are Not Using an ABM Strategy
@digijinni
#FlipMyFunnel #ABM
Top ABM Challenges for SMBs
@digijinni
Source:Marketo’s TheStateofABMsurvey,NorthAmerica,September2016
1. UnderstandingtheBasics&BenefitsofABM
2. ContentDevelopmentandContentStrategies
3. LaunchingIntegratedMulti-channelCampaigns
#FlipMyFunnel #ABM
Account-Based Marketing (ABM)
@digijinni
Marketingeffortsfocusedexclusivelyonthose
accountsthatmattermost.
#FlipMyFunnel #ABM
Key Benefits of ABM: The ROI is Very High
@digijinni
- AlteraGroup
“ABMhadasomewhathigherormuchhigherROI”
97% 70%
“ABMwasoneof themostimportantrevenuegeneratingstrategies”
- Account-BasedMarketingConsortiumandDemandMetric.
#FlipMyFunnel #ABM@digijinni
#FlipMyFunnel #ABM
Framework: 5 Steps to Account-Based Marketing
@digijinni
#FlipMyFunnel #ABM
5 Steps to Account-Based Marketing
@digijinni
#FlipMyFunnel #ABM
Marketo Case Study:
How to Target & Engage SMB Accounts to Drive Higher Revenue & ROI
@digijinni
#FlipMyFunnel #ABM
Goals and Strategy
@digijinni
Goal:• ForSMB,drivehighervaluedeals
Strategy:• LeverageABMtomarketandselltohighervalue
accounts– useverticalmessagingandcontent
#FlipMyFunnel #ABM
1. Identify and Profile Accounts
@digijinni
#FlipMyFunnel #ABM
Typical Account Identification Considerations
@digijinni
#FlipMyFunnel #ABM
Account Profiling And Mapping
@digijinni
Buildaplantofocusontherightpartoftheorganization:Gatherresearch:• Financialhealth• Businessinitiatives• Personneldevelopments• Technologies• Orgstructure• SWOTanalysis• Industryanalysis
AcmeIndustriesIn-depthCompanyReportAugust2015
#FlipMyFunnel #ABM
Leverage Tools
@digijinni
#FlipMyFunnel #ABM
Use Predictive Account Scoring
@digijinni
HistoricalData- Winrate- DealSize- Etc.
FirmographicData- AnnualRevenue- EmployeeSize- Etc.
4K+Signals- SocialMediaActivity- Funding- Etc.
#FlipMyFunnel #ABM
Account Selection & Enrichment Process
@digijinni
Top100 Tier1 Tier 2
Selectioncriteria
• StrategicaccountsselectedbySales
• ExistingaccountsinCRMwithAccountScore=100
• “Lookalike”accountswithAccountScore=100thatwepurchased
Enrichment• Convert allleadstocontacts• Purchase newnames• Opt-in contacts
UsepredictiveaccountscoringANDrepknowledgetoselectaccounts• Implementtiers• Maintainconsistencyforatleast6months!
#FlipMyFunnel #ABM
2. Create Compelling Content
@digijinni
#FlipMyFunnel #ABM@digijinni
Great Content = Relevant Content
+ Right Time+ Personal
#FlipMyFunnel #ABM
It’s Not Just Ebooks
@digijinni
• Industryreports• Webinars• SlideSharePresentations• Videos• Blogposts• Podcasts• Infographics• ActivityBooks/Worksheets• CaseStudies
#FlipMyFunnel #ABM
Know Your Buyer
@digijinni
Exec.Sponsor DecisionMaker Influencer
#FlipMyFunnel #ABM
Map Content To Buying Stages
@digijinni
EndUser
#FlipMyFunnel #ABM
How to Scale With Content: 4Rs
@digijinni
#FlipMyFunnel #ABM
3. Launch Cross-Channel Campaigns
@digijinni
#FlipMyFunnel #ABM
Think Multi-Channel
@digijinni
• Testnewchannels• Usethechannelsthatworkfortheobjective• Coordinateyourmessageacrosschannels• LeverageMarketingAutomation
#FlipMyFunnel #ABM
Take a Tiered Programs Approach
@digijinni
Top100Tier1Tier2
#FlipMyFunnel #ABM
Personalized Campaign Examples
@digijinni
#FlipMyFunnel #ABM
Web Personalization
@digijinni
148%moreconversions
#FlipMyFunnel #ABM
Retargeting
@digijinni
TheseadsdriveTWICEasmanyconversions
#FlipMyFunnel #ABM
Direct Mail
@digijinni
Trigger-based,automatedprogramtodrivemeetingswithexecutivesinTop100TargetAccounts
#FlipMyFunnel #ABM
Personalized Video
@digijinni
2Xopenrate;80registrations
#FlipMyFunnel #ABM
Financial Services Webinar Series
@digijinni
11attendees,3opps
9attendees,3opps
21attendees,2opps
#FlipMyFunnel #ABM
4. Align Sales & Marketing
@digijinni
#FlipMyFunnel #ABM@digijinni
#FlipMyFunnel #ABM
• JointAccountSelection&Planning• Transparency&FrequentCommunication
• Goals&IncentivesAlignment• Prioritization&Efficiencies• SalesEnablementandTraining• DataQualityInvestments
@digijinni
How
#FlipMyFunnel #ABM@digijinni
Sales Enablement: Create a Playbook
• Segmentationbyvertical+prioritization
• Usepredictivescoring• Messaging+proofpointsforpersonas
• Callingscripts&lists• Salesnurtureemails• SpecialSFDCviews
#FlipMyFunnel #ABM
5. Measure & Analyze
@digijinni
#FlipMyFunnel #ABM
Know What to Measure When
@digijinni
Goal =Createpipelineandrevenuewithintargetaccounts
#FlipMyFunnel #ABM@digijinni
ABM Dashboards & Reports Provide Visibility
#FlipMyFunnel #ABM
Results
@digijinni
37%higherwinrate 66%higherASP
#FlipMyFunnel #ABM
Results
@digijinni
11%QoQ growthinOpportunitiesCreated
#FlipMyFunnel #ABM
Key Takeaways
@digijinni
• DetermineifABMworksforyou• CollaboratetightlywithyourSalesteam• Userepknowledge&predictivescoringforaccountselection
• Createpersonalized,targetedmessagingandcontent• Coordinateyourmulti-channelstrategy• Measureandimprove
@digijinni
#FlipMyFunnel #ABM@digijinni
Thankyou!
VisitMarketoBoothBA4