building an end-to-end strategy for abm success
TRANSCRIPT
Building An End-to-End Strategy for ABM Success
B 2 B M X
VP Demand Generation
@NickAEzzo
Nick Ezzo
November 17, 2016
© 2016, Host Analytics, Inc. All rights reserved. 3
Marketing Differently
• Untitled 4th Album• No words on cover
• No album title• No band name• No catalog number
• No singles released• 37,000,000 copies sold• 23x platinum
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THE PURPOSE• Most are not ready to buy now.• Goal: Staying top-of-mind.• “Within an Arm’s Reach of Desire”
Ready to Buy Never Gonna Buy
Most interactions
take place here.
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How Does A Lead (Or Account) Become An Opportunity?
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The INBOUND FlowDigital
Events
Programs
List Loads
Lead Scoring SDR
Nurture
Lead Enrichment
~40 Lead Fields Demographic +Firmographic +
Behavioral
Oppty?
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Wait a Sec.
Isn’t this an ABM Presentation?
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BBuild Out Contacts
CConnect… Creatively!
AAccount Selection
The ABCs of ABM
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Account Selection: How Salespeople Pick Accounts
People I sold to in the past.
People who pick up the
phone.
Friends, neighbors…
…kid’s friend’s parents.
People the last rep sold
to.
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Customers
Competitors
Partners
Verticals
Employee Count
Revenue
Geography
Account Selection
Ideal Customer
Profile(ICP)
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Intent Data (Bombora)
Infer Accounts
SpiderbookAccounts
Account Selection
Best Fit + Intent
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Build Out ContactsEngagement, Coverage, and Reach Metrics
Data Sources:• ZoomInfo• InsideView• DiscoverOrg• RainKing
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Target Account
Content drips
Targeted Ads
Swag
Event / Webinar invitation
Surveys & Intent
Phone
Website/ Blog
Connect: 360° View of ABM
• Demandbase• Uberflip• Hubspot• Marketo
• Marketo
• LinkedIn• Google AdWords• Demandbase
• SwagIQ (PFL)
• Marketo• On24• Event Partners
• SimplyDirect• Typeform• Bombora
• SDR Team
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Account Selection &
BuildoutMaturation
CookieBased
Advertising
Targeted Lead Gen
Email Nurture
Campaigns
AccountBased
Advertising
SDR Team
DimensionalMarketing
Determine top accounts per month
Targeted AWARENESS campaigns
Targeted LEAD GEN campaigns
Targeted OUTREACH campaigns
Resolution or Recycle
SpiderbookInfer
LinkedInDemandbase
Content PartnersMarketo
SDR TeamSwagIQ
SpiderbookInfer
Connect: The ABM Flow
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BBuild Out Contacts
CConnect… Creatively!
AAccount Selection
The ABCs of ABM
The Marshall Stack
© 2016, Host Analytics, Inc. All rights reserved. 17
Salesforce
Marketo
Hubspot (Blog)
Marketo
WordPress Uberflip
Captora PFL/SwagIQ
DiscoverOrgZoomInfo InsideView
ZenIQRain King LinkedIn
BizibleLeanData Google Analytics Reporting/Attribution
Scoring/Targeting
Content Engagement
Automation
Database
Data Sources and Intelligence
InferSpiderbook Demandbase
The Marketing Stack
How Does A Lead (Or Account) Become An Opportunity?
Oppty
Building An End-to-End Strategy for ABM Success
B 2 B M X
VP Demand Generation
@NickAEzzo
Nick Ezzo
November 17, 2016
#B2BMX