5 critical steps to account-based marketing
TRANSCRIPT
@uberflip#ABMHacks @marketo
Charm BianchiniSr. Director Marketing, Marketo@charmbianchini
5 CRITICAL STEPS TO
ACCOUNT-BASED MARKETING
Victoria HoffmanContent Marketing Manager, Uberflip@victoriahoffman
@uberflip#ABMHacks @marketo
JOIN IN ON
WE WILL SEND THE RECORDING.
Questions? We’ve got answers! (At the end of the webinar J)
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Meet the Expert
Street Cred:
• Passionate about marketing• Been practicing ABM tactics for years
• Fun Fact: If I wasn’t a marketer, I would be an undercover CIA agent
Charm Bianchini
Marketo
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Let’s get hacking!
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Agenda
• What Is Account-‐Based Marketing (ABM)• 5 Critical Steps to ABM• Successful Campaign Examples• Measuring Success
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Two Approaches to Demand Gen
Broad-‐Reach Marketing Account-‐Based Marketing
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Account-Based Marketing (ABM)
A strategic approach to sales and marketing where you focus your efforts on a specific set of high-value accounts with personalized messaging, campaigns and outreach
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The ROI Is Very High
“Compared to other marketing initiatives, ABM delivers the highest return on investment of any B2B marketing strategy or tactic”
Source: Altera Group
97%said ABM had a somewhat
higher or much higher ROI than other marketing initiatives
84%said ABM provided significant
benefits to retaining and expanding existing client relationships
-‐ 2014 ITSMA Account-‐Based Marketing Survey
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It’s All About Collaboration
MktgSales
Mktg
SDRsVC
ABM Program Demand Gen Program
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ABM Hack: Create a Process
• Identify stakeholders and get buy-in• Define ABM• Establish goals and metrics
• Accelerate sales cycle• Increase ASP• Penetrate new verticals
• Develop a plan• Focus on high-value companies• Align sales and marketing • Deliver strategic, orchestrated campaigns• Agree upon a timeline
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5 Steps to Account-Based Marketing
Identify Accounts
1 2 3 4
Profile Accounts
LaunchCampaigns
Measure & Analyze
5
Create Content
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Step 1: Identify High-Value Accounts
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Account Identification Considerations
HighYield
Product Fit
StrategicImportance
Competitors’Customers
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ABM Hack: Utilize Technology
• Marketing technology stack expanding• Use marketing automation to track customer behavior• Marketo ABM
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Leverage Account Identification Tools
Account Scoring: Niche Solution:Ex. Competitive Data:
Account Data:
etc.etc.etc.
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Account Selection ProcessTop 20 Tier 1 Tier 2
Number of accounts 20 ~1,000 ~1,000
Selection criteria • Sales leadership toprovide
• Account score = 100• Filtered out some industries: e.g. Real
Estate, Non-profit, etc.
• Accounts from Sales to be added to this tier
• Each rep to pick 20 accounts
Use Leadspace account score AND rep knowledge to select accounts• Tiers for target accounts• Lock for 6 months
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Account Scoring Model
Historical Data• Win rate• Deal Size• Etc.
Firmographic Data• Annual Revenue• Employee Size• Etc.
4K+ Signals• Social Media Activity• Funding• Etc.
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Tier 2: AE Account Identification
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Step 2: Account Profiling and Mapping
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Account Profiling and Mapping
Build a plan to focus on the right part of the organization: Gather research:• Financial health• Business initiatives• Personnel developments• Technologies• Org structure• SWOT analysis• Industry analysis
Acme IndustriesIn-depth Company Report
August 2015
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Account Profiling and Mapping Example
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Step 3: Create Compelling Content
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Develop Personas
Goal: IdentifyDecision Maker
Email Programfor Opt-‐ins
3. Connect: Follow-‐up w/calls
1. Drive Awareness: LinkedIn, Facebook Targeting, Website
Personalization
2. Engage: Field Events – Upcoming
Goal: IdentifyInfluencers
Ongoing Email Campaigns
3. Connect: Follow-‐up w/ those who engage
1. Drive Awareness: Targeted Display
2. Engage: Direct Mail Campaigns
Decision maker:
Influencers:
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Map the Journey
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Step 4: Develop Targeted and Personalized Campaigns
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Multi-Channel Approach
Get Your Voice Heard: • Use as many channels as possible• Systematic approach• Coordinate your story• Laser targeting
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ABM Tiered Programs
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ABM Funnel Tactical Approach
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Campaign Examples
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ABM Web Personalization
Conversion rates (3/15-4/12): Default: 27%;; Personalized: 40%
Default Personalized to Enterprise visitors in NoAm
Definitive Guide to Web Personalization Landing Page
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ABM Content Syndication
• Content syndication programs targeting ABM accounts piloted over the last 12 months
• Program ROI• Total Spend: $124K• New Pipeline: $1.3M• Pipeline to Cost Ratio: 10
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ABM Direct Mail
Direct Mail program for Higher Education target accounts to drive pipeline
• 95 recipients (multiple recipients at institutions –33 unique accounts)
• 76% successfully delivered• 4 meetings• 3 ENT opps created
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ABM Target Account Emails
Highly customized emails personalized with:• Account’s unique challenges/objectives
• Marketo’s ability to address challenges/meet objectives
• Relevant case study and metrics
Email:-30% open rate-Meeting set
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Engagement Marketing Luncheons
• Goal: Drive Target Account attendance• Metrics: C- level attendance, 4 ENT opps, 10x pipeline, Target account reg(50%)
• Timing: month one, three months out, 1 year
• Questions: • What percentage of target accounts
did sales drive?• Did we create C-level engagement?• Did we get meetings in our key
accounts?• How did the program do overall?
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ABM Hack: Align Sales and Marketing
• Develop a plan for both sales and marketing to execute• Work closely with sales for coordinated outreach• Create SLAs• Train reps on how to use tools and programs
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ABM Web Activity Report
Customized, automated weekly report sent to reps on target account activity
Tracking:• Number of unique visits• Pages visited• Other engagement metrics
Prioritize ABM MQL Follow Up
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Step 5: Measure and Analyze
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ABM Dashboard
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ABM Dashboard
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ABM Salesforce Dashboard
Results:-32% increase in ASP-25% of pipeline
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ABM Hack Takeaways
• Define a process and cross-functional team• Leverage technology• Align sales and marketing• Create a plan• Think multi-channel• Be personal • Measure and improve
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For more information:
www.marketo.com
Resources
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QUESTION TIME!
Charm BianchiniSr. Director Marketing, Marketo
@charmbianchini
hub.uberflip.com
Victoria HoffmanContent Marketing Manager, Uberflip
@victoriahoffman
@uberflip#ABMHacks @marketo
@uberflip#ABMHacks @marketo