Target Account Marketing - Maria Pergolino (TOPO Demand Generation Council Event)

APTTUS APTTUS Confidential

Target Account Marketing

•  Fewer deals •  Bigger $ and margins •  Known buyer •  Longer sales cycles •  Many deal influencers •  Hard to reach most

senior team members •  Ability to spend more

on marketing per buyer


Step 1: Get Organized

•  Build Personas •  Identify Your Top Accounts •  Identify Your Key Regions


Consider Account Scoring

•  May be tricky to implement •  Multiple methods:

–  Firmographic score – Average of all contacts – Highest scoring contact

•  OR Predictive Lead Scoring


Step 1: Get Organized

•  Build the Database – Sales or Marketing to Identify Target Accounts – BDRs or Marketing to Identify Prospects within these Accounts

Personas evolve and target accounts change – build a repeatable process


Step 2: Get Systems in Place

•  Know how you’re going to track success •  Ensure Sales Reps are trained to see marketing

output and utilizing Teamlink •  Utilize tagging campaign to ensure tracking of target

accounts online


Step 3: Campaigns

Yes: •  Display •  Pay Per X •  Direct Mail •  Field Events •  Email •  Telemarketing

No: •  TV •  Radio •  PPC •  Trade Shows •  PR •  Content Syndication

These channels allow for segmenta9on and personaliza9on – key for successful and efficient enterprise marke9ng


Display – Company Specific

•  Get in front of the right companies •  Target specific messages or campaigns •  More expensive but less waste

Personalized with Company Name Customized with Relevant Message


Display – Target Specific

•  Get in front of the RIGHT PERSON at the right company •  Personalize all messages •  More expensive but NO waste

Does your company believe social media isn’t a fit? Start with these programs to prove success.

Display & InMails Targeted ads by Email


Pay Per Campaigns

•  You decide what to buy: Pay-Per-Name, Pay-Per-Lead, Pay-Per-Target Account, etc.

•  Often segment by size of company or other firmographics •  Utilize content to further qualify


White Glove Programs (One to Few)

•  Advisory Boards •  Field Events


Field Events


1to1 Programs

•  Branding the Sale •  Prospect Specific Offers (Roadshow for 1,Direct Mail) •  Briefing Center


Direct Mail

•  PURLs and dynamic content •  Drive to online experience •  Dimensional packaging •  Integrated Priority Delivery


Email


Personalization is Key

•  Tokens – {(Field=Company)} •  Purls – companyname.com/maria-awesome •  Dynamic Content

– Personalized – Unique Content

& Messaging


Once You Get The Attention – Keep It

•  Retargeting •  Follow-up Programs •  Own Next Steps


Don’t Forget your Website & Forms

SmartForms

Website


Step 4: Putting it Together

1 2 X 7 4 5 9 8 11

28 27 26 23 24 19 20 18

12

13

14

16 30

BDR Reach Out

Direct Mail Received, Email & Call

Direct Mail Sent to Key Contact

Key Prospect and Message Iden9fied

Target Account Iden9fied

Field Event

BDR Reach Out

BDR Reach Out

Targeted Display & PPC


Segmentation within Target Accounts

Iden?fy Decision Maker

Email Program Follow-‐up w/ ALL

Zero Waste Adver?sing Inmails

Micro-‐Event

Iden?fy Influencers

Email Program Follow-‐up w/ those who engage

Targeted Display

Postcard

Decision maker:

Influencers:


Managing in Marketing Automation


Step 5: Measuring Success

•  Early Indicators: – Number of target accounts (per rep, per region) – Data completeness of target accounts – Decision makers and influencers identified from target accounts –  Freshness off – Meetings

•  Program results: – Marketing: Successes from target accounts – BDR: Call Connects at target accounts

•  Success: Opportunities Not: •  New names •  Leads •  # of New MQLs


Measuring Success - Meetings

•  Just like leads – there aren’t just one type of meeting

•  Constantly reinforce process and goals to drive behavior


Measuring & Sharing Success


Apttus 1400 Mariners Island Blvd. Suite 200 San Mateo, CA 94404

@inboundmarketer [email protected] www.apttus.com

Maria Pergolino VP, Marketing

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