account-based marketing vendor panel - 8/16/2016

© 2011

Boston Agile Marketing Group

Account-Based Marketing

Vendor Panel

August 16, 2016

Boston Agile Marketing Group Meetup @BosAgileM #BAM25

#BAM25

@BosAgileM

Thank you to our sponsor!


Volunteer or Sponsor

@johncass

339 368 1955

[email protected]


Upcoming Meetups

Tues, September 20

6:30 District Hall

Agile Marketing in the

Enterprise: Year One

Meghan Wilkinson, Level

3 Communications

Barre Hardy, CMG

Tues, October 18 6:30 District Hall

Agile Marketing:

Infancy, Adolescence or

Maturity?

David Quinn, EMC

Tues, November 15 6:30 District Hall

Agile Marketing at

TandemSeven Steve Offsey

Tues, December 6 6:30 District Hall

Agency Panel

Discussion Details forthcoming


Agenda

Panelist introductions

Account-based marketing overview

Vendor introductions – Solution overviews

– Real-world examples

Panelist Q&A


Account-Based Marketing Expert Panel

Andy Zimmerman

CMO

Alice Bartram

VP of

Marketing

Deniz Olcay

Product

Marketing Manager

Vanessa Porter

Director of Marketing

@AHZimmerman @abartra @DenizDenzo @NessieBessie

Steve Robins

Consultant, Contributor

@steverobins

http://twitter.com/mrbryandunn

https://twitter.com/ErinMcSaif


Traditional Marketing Funnel

#FlipMyFunnel

How do these

leads help us win

an account?



#FlipMyFunnel

Sales &

marketing

alignment



Best for… – B2B

– Complex sales

– Many contacts in the account

– Longer sales cycles

– Higher dollar values

– Focus on target accounts

Steps – Target segments, ideal customer profiles

– Target accounts

– Leads/contacts to account mapping

– Account profiles

– Account strategies

– Marketing campaigns

– Account handling process

– Measurement searchcrm.techtarget.com/feature/Is-account-based-

marketing-right-for-your-company


Market Map


Alice Bartram VP of Marketing

AVENTION ONESOURCE ABM SOLUTION

DRIVE SALES SUCCESS

August, 2016

®

14

©2016 Avention, Inc.

14 ABM DOES NOT START WITH ENGAGEMENT

Execution without proper

account selection wastes

effort

Engagement without sales

& marketing alignment

wastes opportunity

Data-driven insights &

decisions for success

MUST LAY STRONG DATA FOUNDATION TO ENSURE SUCCESS

– Avention research, March 2016

#1 roadblock to an ABM start:

lack of access to the right data

and the ability to leverage it

DISCOVER

SELECT

DESIGN

ENGAGE

All require

deep account &

contact insights

uniquely provided

by Avention

15


15 ACCOUNT-BASED MARKETING BASICS

MUST LAY GROUNDWORK FOR SUCCESS

1

MARKETING NEEDS TO TAKE SALES MINDSET

• Account-specific focus (v. ‘broad brush’ demand gen)

• Sales does this today; ABM adds marketing-specific support

2

YOU HAVE STARTING TOOLS: STRENGTHEN WITH DATA

• Augment CRM & MAP with strong B2B data

• Consolidate & clean in-house customer data, then visualize for market understanding

3

• Who targeting & why

• Account-specific content (v. “general”) enables richer account engagement

• Requires deep account & contact data and insights uniquely provided by Avention

STRONG ‘FRONT-END’ FOR EFFECTIVE ‘BACK-END’ EXECUTION

NEED TO TAKE AN END-TO-END APPROACH

• Resist temptation to jump right to tactical execution

4

16


16 ALIGN SALES & MARKETING AROUND ACTIONABLE INSIGHTS

LEVERAGING WORLDWIDE LEADERSHIP IN B2B DATA & INSIGHTS FOR ABM SALES SUCCESS

Know Your

Market

Account

Selection

Contact

Identification Engagement Research &

Content Creation

Avention OneSource ABM Solution

Use profiles to select

target accounts (both

existing and new);

align sales &

marketing

Identify relevant

contacts within

target accounts;

create contact map

Research accounts

and contacts; create

tailored messages

and content for use

in engagement

Marketing and sales

outreach activities;

ecosystem

connectivity assures

continual alignment

Consolidate &

cleanse your

customer data;

understand and

profile your

successes

17


17 AVENTION ONESOURCE ABM SOLUTION

LEVERAGE STRENGTH OF AVENTION PORTFOLIO

Built Upon:

Avention’s Global Data

Global Content Live

OneSource DataVision OneSource platform

• Flagship sales intelligence & research

product

• Designed for sales professionals and

business researchers

• Connects directly to CRM systems

• Access to the entire Avention B2B global

database and associated analytics

• Marketing-focused solution

• Powerful data management, visualization

and list extraction

• Integrations with MAP and engagement

execution platforms

• Cloud-hosted with real time updates

• > 50M Global Companies

• Thousands of attributes

• Associated contacts

• Firmographics, linkage,

financials, news, social,

more…

• Continually updated

CRM, MAP, 3p systems

18 ©2016 Avention Inc.

ONESOURCE ABM SUCCESS: VINDICIA

Challenge: Vindicia wanted to gain deeper insights into

their current accounts, and find new ones. When it started

its ABM program, the company found that its CRM system

only had about half of the 1200 accounts it wanted to

target. It needed a vendor to help build the strong data

foundation necessary to support its ABM program.

Solution: Avention provided the company data for the

accounts it did not have and cleaned up the records of

the ones it did. As a result of the strong data and services

provided, the company expanded their use of Avention to

include the OneSource platform and integrated with its

Salesforce instance.

Results: In the two quarters since the company rolled out

its ABM program, it crushed its quarterly goals both

times. Since implementation of account-based marketing,

it seems there is a direct correlation between the

company’s ABM program and their sales achievements.

The company already considers its ABM program a success,

and credits Avention for contributing to that success.

Subscription billing and recurring revenue solutions

“With Avention it was just easy. From

sale to deployment, with ongoing

training and touch points in between, I

always felt like Avention was focused

on us, the customer. They have

become a true partner for us in our

account-based marketing program.”

“With all the various tools connected

directly to our CRM, it’s really like a

single pane of glass for people to

see, making a 360 degree view of each

account possible. This is essential for

the sales and marketing alignment

we’ve been able to achieve.”

THANK YOU !


Andy Zimmerman CMO

Andy Zimmerman

CMO Aug. 16, 2016

Real-Time Personalization

Platform Overview

@Evergage

50-70% BOUNCE

70-80% RETENTION

1-3% CONVERSION

Why Personalization?

Researchscape International – 2016 Annual Report on Trends & Priorities in Personalization

@Evergage

TOM

SALLY

BILL

Deliver Relevant, Personalized Experiences

Evergage Platform Capabilities

Targeting

Recommendations

Segmentation

Testing

Analytics & Attribution

Behavioral Tracking

Unified

Customer Profile INTEGRATED

Select Evergage B2B Clients

10% INCREASE IN CONTENT

DOWNLOADS / LEADS

GENERATED

6% REDUCTION IN HOME PAGE

BOUNCE RATE

CONTENT

PERSONALIZED BASED ON VISITOR’S

INDUSTRY, LOCATION

AND PERSONA


Deniz Olcay Product Marketing Manager

Account-Based Marketing Digital Audience Targeting and Web Visitor ID

Deniz Olcay

@DenizDenzo

29

We’ve been collecting data on businesses for175 years.

The D-U-N-S® Number is a unique nine-digit ID for all businesses.

Establishes Legitimacy

and Accuracy

Unlocks Corporate

Relationships

Online/Offline

Unique Identifier

Who Is Dun & Bradstreet?

Used in enrollment

for Apple

Developer Program

Trusted by nearly

90% of the

Fortune 500

Federal government

requirement for

contracts & grants

Verify legitimacy of

businesses in digital

supply chain

Our database of 240M+ companies and 60M+ contacts are aligned to 200M+ cookies & mobile IDs

30

Account-Based Marketing Solutions from D&B

Reach the right targets…

Analytics Identify Decision HQ

DUNS Links Branches,

Subsidiaries, Holding Companies

Accounts Mapped to

Cookie/Mobile ID

Across the right channels…

Video, Display, Native, Mobile

Email, Direct Mail, Phone

Social

…with full attribution

D-U-N-S® Number persists

across platforms as unique

identifier

Web Visitor Identification

validates success of campaigns &

delivers personalized experiences

31

Website

Account A

Account B

Account C Eloqua

Email

Google

DBM

Display

Only attracting the right

accounts

Increasing conversions,

time on site, downloads

from ABM segments

Serving a consistent

message to ABM

segments across channels

Email

Marketing &

Media Team

✓ Tie D-U-N-S® to channel

and attribute success

✓Tie D-U-N-S ® to visitors

unlock company & persona

Feedback loop

Agency D-U-N-S®

• Append email campaigns

with targeted contacts

• Expand digital coverage with full

corporate family tree expansion

D&B Web

Visitor ID

D&B Digital

Audience

Targeting

D&B Data Provides Consistent Account-Based

Marketing Cross Channel


Vanessa Porter Director of Marketing

@Snap_App

Interactive Content for ABM

Vanessa Porter, Director of Marketing at SnapApp @NessieBessie

@Snap_App

WHAT IS INTERACTIVE CONTENT? And How Does It Work?

@Snap_App

WHAT IS INTERACTIVE CONTENT?

@Snap_App

HOW CAN YOU USE INTERACTIVE CONTENT FOR ABM?

@Snap_App

Assessments Contests Brackets

Interactive Video

Galleries Polls/Surveys

Quizzes Interactive Infographics

Calculators

Create unique experiences: ROI Calculators Personality Assessments Surveys

Layer an interactive component into existing content: Infographics Video White Papers

IT’S ALL ABOUT ENGAGEMENT

@Snap_App

ENGAGE YOUR ACCOUNT THROUGHOUT THE FUNNEL

Top

Middle

Bottom

Ebook

White Paper

ROI Tool

@Snap_App

ENGAGE YOUR ACCOUNT THROUGHOUT THE FUNNEL

Top

Middle

Bottom

+

+

+

Ebook

White Paper

ROI Tool

Survey Interactive Infographic Quiz

Quiz

Assessment

Calculator Assessment

Calculator Product Picker

@Snap_App

EXECUTIONS: PERSONA IDENTIFICATION AT THE ACCOUNT

@Snap_App

BETTER LEAD SCORING, PROFILING, & NURTURING

Capture rich profile data with the questions

Question and answer data flows into lead/account records within your marketing automation system

Data can be used to lead/account score, qualify/or disqualify prospects, assign personas, and trigger nurture campaigns

@Snap_App

What is the end goal of your piece of content? What type of user experience are you going to build? How are you going to drive traffic and promote? What questions do you want to ask? What will you do with what you hear?

START SMALL

THINK BIG

GET STARTED WITH INTERACTIVE CONTENT


Account-Based Marketing Expert Panel

Andy Zimmerman

CMO

Alice Bartram

VP of

Marketing

Deniz Olcay

Product

Marketing Manager

Vanessa Porter

Director of Marketing

@AHZimmerman @abartra @DenizDenzo @NessieBessie

Steve Robins

Consultant, Contributor

@steverobins

http://twitter.com/mrbryandunn

https://twitter.com/ErinMcSaif


Backup


Agile

46


Ski Lodge


Utah to California

Agile Marketing Values - Attendees of the SprintZero conference held June 11th 2012 in San Francisco developed the manifesto or values for agile marketing.

http://agilemarketingmanifesto.org/



Agile Marketing Values

Agile Marketing Values - Attendees of the SprintZero conference held June 11th 2012 in San Francisco, CA developed the following manifesto or values for agile marketing. 1 Validated learning over opinions and conventions 2 Customer focused collaboration over silos and hierarchy 3 Adaptive and iterative campaigns over Big-Bang campaigns 4 The process of customer discovery over static prediction 5 Flexible vs. rigid planning 6 Responding to change over following a plan 7 Many small experiments over a few large bets



Boston Agile Marketing Group

August 2015 – Panel on Account Based Marketing, DistrictHall, Boston, MA

September 20nd – Barre Hardy – DistrictHall, Boston MA

October – David Quinn, DistrictHall, Boston, MA

November- Steve Offsey, DistrictHall, Boston, MA

December – Panel on Agile for Agencies, DistrictHall, Boston, MA


Volunteers & Sponsors

@johncass

339 368 1955

[email protected]


Account-Based Marketing Vendor Panel

August 16, 2016