next level abm: delivering the right leads
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Next Level Account-Based Marketing: Generating the RIGHT Leads March 30, 2016 | 11am PT / 2pm ET Scott Vaughan CMO Integrate Peter Isaacson CMO Demandbase
©2016 Copyright Demandbase, Inc. Demandbase Confidential.
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Welcome
Peter Isaacson CMO, Demandbase @peisaacson
Scott Vaughan CMO, Integrate @ScottAVaughan
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Today’s Discussion
ABM Reality: We Can Do Better Operationalizing Account-Based Marketing Next Level ABM in Practice
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B2B Account-Based Marketing
Focus on the Goal (not the definition). Identify the companies most likely to buy, market to decision makers & develop new customers w/ sales.
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Where Are You on the ABM Journey?
Thinking about deploying/doing research
We are piloting ABM
We are in full deployment
ABM is so yesterday, I’m on to the next thing
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ABM: Today’s Biggest Challenges
1. Sales & Marketing Collaboration 2. Identifying Accounts & Decision-
Makers 3. Measuring Business Impact
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#1 Sales & Marketing Collaboration
MARKETING SALES
Leads Personas Quantity
Individuals
Opportunities Buyers/Influencers
Quality Accounts
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Now you have a solid base of target accounts:
§ How do I target high value accounts- even when still “anonymous”?
§ How do I identify accounts demonstrating buying signals
§ How do I generate new contacts/decision markers within the account?
#2 Identifying Accounts & Decision-Makers
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#3 Measuring Business Impact Campaign Metrics
Close Rates
ACV
Funnel Velocity
Target Account Activity
Opportunities
Pipeline
Closed Revenue
Available to Close
Business Outcomes
Impressions/CPMs
Click-through Rates
Web Traffic
Unique Visitors
Net New Names
Inquiries
MQLs
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Why Are You Deploying / Evaluating An ABM Strategy?
Current lead gen efforts have plateaued or aren’t working
Sales wants more qualified leads
My boss/colleagues think it’s a good idea It aligns with that, who and how we sell
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Building a Target Account List
Keep in mind: what sales WANTS and will be DYNAMIC
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Build an initial list (Marketing needs to contribute) Secure agreement from execs, sales & marketing stakeholders
Verify and iterate with field sales
Update at regular intervals
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VELOCITY: Automating & Shrinking the Buyer’s Journey UPFRONT
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Identify target accounts with buying signals Generate NEW, account-based leads to create and engage buyers Ensure data is accurate and 100% marketable for nurture and/or sales for opportunity follow-up Close the loop to measure & optimize ROI on ABM programs
Steps to Create Account-Based Leads
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Identify target accounts with buying signals
Steps to Create Account-Based Leads
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Generate NEW, account-based leads to create and engage buyers
Steps to Create Account-Based Leads
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Ensure data is accurate and 100% marketable for nurture and/or sales for opportunity follow-up
Steps to Create Account-Based Leads
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Close the loop to measure & optimize ROI on ABM programs
Steps to Create Account-Based Leads
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1. Identify the target accounts and those showing buying signals
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I’ve Identified Prospective Accounts, What Then?
I can: § Generate reach out/execute programs to my
existing database of contacts? § Alert sales to call all their contacts they know
within that account?
§ Or….
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2. Generate new target account-based leads to engage the buying committee
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3. Ensure all lead data is rich, accurate and 100% matched to in-market companies to accelerate opportunities
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4. Close the Loop for ROI on ABM programs
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Shift to Account-Based Marketing
Off-Site Advertising
Identify the right accounts
Market to those accounts • Account-Based Advertising • Account-Based Lead Gen
Measure by accounts
Market to personas
Measure by media metrics
Siloed awareness and lead generation execution
Past Tactics ABM Tactics
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Deploy A Named Account Strategy Goals: alignment with sales, quality & conversion, campaign roll out with one story Before • Multiple personas with a focus on the non linear buyer’s
journey • Focus on omnipresent - everywhere to everyone After • Grow toward less volume, more quality pipeline/speed
to conversion Surround specific accounts leveraging vendor partnership
• Demandbase: high-level awareness • Integrate: qualified leads • Messaging: Consistent across advertising and
content syndication • Change in strategy and reporting
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The Results
Top DemandBase/Integrate performers impacted:
Insurance Company • Impressions: 3,536 • CTR: 0.06% • Leads: 5 • Titles: InfoSec Architect,
Compliance Director
Financial Company • Impressions: 5,586 • CTR: 0.07% • Leads: 5 • Titles: Compliance Officer, Dir.
Security Operations, InfoSec Analyst
Pharmaceutical Company • Impressions: 1,119 • CTR: 0.09% • Leads: 5 • Titles: Dir. Security Operations, Dir
Compliance, InfoSec Architect
Collaborative reporting:
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ABM- Key Takeaways
§ ABM is hot because it is the best approach for creating high value opportunities
§ ABM is maturing as a category § Connecting programs across the funnel
§ Tech integrations by ABM vendors are helping customers get better results
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