engage smarter, close faster: add a human touch to abm

LaunchPoint Webinar Series Engage Smarter, Close Faster:

Add a Human Touch to ABMOctober 26, 2016

EngagementMarketingPlatform

• This webinar is being recorded! The slides and recording will be sent to you after the webinar.

• Enter your questions in the chat – there will be a Q&A section at the end of the webinar

• Posting to social? Make sure to use #mktgnation or tweet @marketo or @pflcom

Housekeeping

TJ NoklebyManager of

Demand Generation

Daniel GauglerVP of Marketing

@dgaugler

Who We Are

We help companies make remarkable customer connections with tactile marketing (print, mail, dimensional mail, gifts) integrated into the Marketing Automation and CRM software systems they already use.

Account Based Marketing

Customers don’trespond to robotic marketing.

The Effect of Direct Mail on Recipients

http://www.slideshare.net/canadapost/direct-mail-neuroscienceperspective040814

Leaves a deeper footprint in the brain.Integration of visual and spatial information in the parietal lobe.

Milward Brown, 2009 StudyThe red area in the images of the brain represents greater oxygenated blood flow (and hence activation) stimulated by physical ads. The blue areas are regions activated more by visual ads. The “cross hairs” highlight the named brain region.

Drives more emotional processing.Important for memory and brand associations.

Results in greater internalization.Responses connected with internal feelings, in the MPFC and cingulate.

What’s the last prospecting EMAIL you remember?

What’s the last PACKAGE you remember?

Incorporate Direct Mail into Your ABM Efforts

Initial Engagement Stuck Deals Creating Advocates

How to Make Your ABM Campaigns More Personal

Leverage Data for Personalization

• Leverage variable content.

• Trigger sends based on prospect behavior.

Personalize by Persona

MATCHTHE PACKAGE TO THE

PERSONALITY

A Multi-Channel Campaign is the Key

Source: InfoTrends

We accelerate sales for the world’s top companies.

Building your ABM Campaign

Who

Target Accounts• How many to target• Who to target• Budget

Target Contacts• Conduct research and identify

individuals

Account Research & Persona Creation• Identify account level and

contact level pain points, goals, etc.

• Create contact personas

CMO CIO VP Sales End User CFO CEO

Who What How Measure

Customized Content for Each Persona

• Content should speak to specific persona pain points.

• Sell a solution to their specific problem.

Who What How Results

Deliver the Message

Deep sales and marketing alignment

Cater the medium to the persona

Integrate cross-channel programs

Take time to build the campaign the right way

Our Campaign: Overview

6 Week Program

Dimensional Mail Email Web/Social/Ads Phone = RESULTS

Our Campaign: Tactile Marketing

What do you send the CEO/CRO of a Fortune 500 company?

• Create a tactile piece that’s memorable and ties to your campaign/product

• Don’t be too cute.

Our Campaign: Tactile Marketing

Our Campaign: Flow

CEO to CEO & CRO to CRO

AE to VP of Sales Ops, VP of Inside Sales, Dir. of Sales Ops

AE to CRO/Head of Sales, CFO, CIO

Steve Young Signed Football/Branded Football

CEO/CRO Follow-up Email

Marketing Email 1 (HDF Awareness eBook)

AE Follow-up Phone/email 1

Marketing Email 1 (HDF Awareness)

AE Follow-up Phone/Email 1

Marketing Email 2 (HDF Engage)

AE Follow-up Phone/Email 2

Marketing Email 2 (HDF Engage)

AE Follow-up Phone/Email 2

Mini Footballs + Infographic Poster

AE Follow-up Phone/Email 3

AE Follow-up Phone/Email 3

Direct Mail (Invite to Event/Dinner)

Marketing Email 3 (Digital Invite/ Follow-up to DM)

AE Phone 4 (Follow-up to DM)

AE Phone 4 (Follow-up to DM)

Marketing Email 4 (HDF Convert)

AE Follow-up Phone/Email 5

Marketing Email 4 (HDF Convert)

AE Follow-up Phone/Email 5

EVEN

T

WEEK

Our Campaign: Results

2x Pipeline In 6 weeks we created as much pipeline as sales or revenue of the whole previous year!

15xROI

You have my attention.“ ”

Key Learnings

Sales and marketing alignment is key

Take time to create a compelling campaign and plan out every detail

Tactile piece is key to breaking through to top accounts

Leverage your executives to help your AE’s get in the door

You can never over communicate to your sales team

Daniel GauglerVP of Marketing

@dgaugler

QUESTIONS?

Additional Resources:

7 Sales Cadence Templates to Double Your Contact Rates in 20 Dayshttp://www.insidesales.com/white-paper/sales-cadence-templates/

Account Based Mail: Using Direct Mail in Your ABM: http://pfl.com/abm

TJ NoklebyManager of

Demand Generation

Thank You