what you need to know about account-based marketing
Post on 15-Apr-2017
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@uberflip#uberwebinar
What You Need to Know About Account-Based Marketing
Victoria(HoffmanContent(Marketing(Manager,(Uberflip@victoriahoffman
Ben(EarleHead(of(Industry,(B2B,(AdRoll@BenjaminJEarle
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WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar �)
Join(in(on((
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So,(what(is(ABM?(
ABM(allows(marketers(to(target(key(prospects(with(personalized(marketing(messages
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How(to(execute(ABM(– Defining(your(audience
Define(your(Audience(
Onboard(your(data
Develop(a(Marketing(Strategy
Measure(your(Campaigns
• First(Step
• Align(marketing(with(sales
• Define(your(audience
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How(to(execute(ABM(– Onboarding(your(data
Define(your(Audience(
Onboard(your(data
Develop(a(Marketing(Strategy
Measure(your(Campaigns
• Next(is(to(upload(data
• Can(upload(by(hand(or(with(integrations
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How(to(execute(ABM(– Developing(a(strategy
Define(your(Audience(
Onboard(your(data
Develop(a(Marketing(Strategy
Measure(your(Campaigns
• Establish(a(cohesive(strategy
• The(goal(here(is(to(close(deals(and(convert(accounts
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How(to(execute(ABM(– Measuring(your(campaigns
Define(your(Audience(
Onboard(your(data
Develop(a(Marketing(Strategy
Measure(your(Campaigns
• Here(you(identify(your(Key(Performance(Indicators((KPIs)
• Necessary(to(allocate(marketing(budget(effectively
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Sales
Marketing
• Avoids(department(bias
• Helps(create(a(cohesive(definition(of(your(ideal(customer
• Can(deliver(more(highVquality(between(marketing(and(sales
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Sales(data(to(consider
Size(of(companies(in(closed(accounts
Average(account(value
Length(of(a(sale
Industries(of(closed(accounts
Locations(of(companies(within(closed(accounts
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Self(Selection
Dynamic(Data
Static(Data
Audience(Segmentation(– Self(selection(
• Acquiring(target(lists(from(new(business(sales(and(marketing(executives
• Very(simple,(but(it(has(the(potential(to(be(ineffective
• Human(error(can(play(a(role(here
• It’s(important(to(test(and(diversify(your(outreach(techniques(when(relying(on(internal(selection
• These(lists(are(often(pulled(from(your(existing(CRM(database
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Self(Selection
Dynamic(Data
Static(Data
Audience(Segmentation(– Static(data
• Covers(demographic(data,(company(info,(and(cultural(indicators
• This(often(relies(on(who(companies(think,(or(assume,(their(customers(are
• It’s(important(to(consider(what(these(assumptions(are(based(on.(How(old(is(the(data?(Where(does(it(come(from?(How(well(has(it(performed(for(you(in(the(past?(
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Self(Selection
Dynamic(Data
Static(Data
Audience(Segmentation(– Dynamic(data
• Uses(algorithms(to(pull(together(lists(of(data.(
• These(algorithms(analyze(things(like:(how(long(a(customer(stayed(on(your(site,(what(products(they(viewed,(and(whether(or(not(they’ve(spent(with(you(in(the(past.(
• LeastVbiased(of(the(three(methods(because(it(pulls(data(from(actual(customers.(
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Audience(segmentation(ideas
Existing(CRM(segments
Warm(leads
FirstVparty(Intent(data
Cold(Leads
Upsells
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The(big(picture
Don’t(operate(on(an(ABMVonly(strategy
Don’t(forget(about(companies(who(reach(out(to(you
Customize(your(messaging(and(mage(it(engaging
Identify(what(channels(make(sense(for(your(business
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ABM(for(retargeting(potential(accounts
ABM(for(retargeting ABM(for(nurturing ABM(for(acquisition
• With(AdRoll,(you(can(track(visitors(to(your(Hub(and(display(ads(to(them(related(to(the(content(they(viewed.(
• We(can(tag(and(target(the(visitors(to(these(pages(as(“high(intent.”
• Retargeting(generates(greater(online(sales(by(keeping(your(brand(front(and(center(and(bringing("window(shoppers"(back(when(they're(ready(to(buy.
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ABM(for(nurturing(current(accounts
ABM(for(retargeting ABM(for(nurturing ABM(for(acquisition
• ABM(can(also(be(used(to(nurture(accounts(who(may(have(stopped(interacting(with(you(in(the(past.(
• AdRoll(can(deliver(tailored(messaging(to(accounts(based(on(how(you(have(them(segmented(to(help(seal(the(deal.
• When(they(become(active(customers,(adjust(the(messaging(to(provide(practionercontent,(new(product(messaging,(upsell(opportunities,(etc
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ABM(for(acquiring(new(accounts
ABM(for(retargeting ABM(for(nurturing ABM(for(acquisition
• You(can(also(use(ABM(to(acquire(net(new(customers.(
• Predictive(algorithms,(like(AdRoll(Prospecting,(help(scour(the(internet(and(find(new(users(who(exhibit(the(same(online(behavior(as(customers(who(have(already(converted(on(your(site.(
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Measuring(your(ABM(campaigns
Engagement BottomVline
Efficiency Retention(&(upsell
Metrics(for(measuring(the(success(of(your(ABM(campaigns
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Engagement
Measuring(your(ABM(campaigns(– Engagement(metrics
Clicks(on(ABM(blogs(and(ads
Whitepaper(downloads
Webinar(signups
Sales(meetings(arranged
New(accounts(reached
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BottomVline
Measuring(your(ABM(campaigns(– BottomVline(metrics
Average(revenue(per(account((ARPA)
Number(of(closed(deals
Retention(rate
Lifetime(value(of(your(customers((LTV)
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Efficiency
Measuring(your(ABM(campaigns(– Efficiency(metrics
Cost(per(click((CPC)(on(ads
Cost(per(action(taken
Cost(per(new(account(acquired
Return(on(investment( (ROI)
Sales(cycle(length
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Retention
Measuring(your(ABM(campaigns(– Retention/upsell(metrics
Churn(rate
Length(of(account(activity
Upsell(per(account
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RESOURCES
The AdRoll Guide to Account-Based Marketinghttps://www.adroll.com/resources/guides-and-reports/account-based-marketing-guide
How to Use Uberflip to Scale Your ABM Effortshttps://hub.uberflip.com/account-based-marketing/how-to-use-uberflip-to-scale-your-abm-efforts
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QUESTION TIME!
Ben(EarleHead(of(Industry,(B2B,(AdRoll
@BenjaminJEarle
hub.uberflip.com
Victoria(HoffmanContent(Marketing(Manager,(Uberflip
@victoriahoffman
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