how to build an account-based marketing strategy using predictive

25
How to Build an Account-Based Marketing Strategy Using Predictive Adam von Reyn VP of Growth Marketing, InsightSquared @adamvonreyn Sean Zinsmeister Sr. Director of Product Marketing, Infer @SZinsmeister Gabe Paley Sr. Manager, ABM and Demand Gen, InsightSquared @gabepaley

Upload: sean-zinsmeister

Post on 10-Apr-2017

107 views

Category:

Marketing


2 download

TRANSCRIPT

Page 1: How to Build an Account-Based Marketing Strategy Using Predictive

How to Build an Account-Based Marketing Strategy Using

Predictive

Adam von ReynVP of Growth Marketing,

InsightSquared@adamvonreyn

Sean ZinsmeisterSr. Director of Product Marketing,

Infer@SZinsmeister

Gabe PaleySr. Manager, ABM and

Demand Gen, InsightSquared

@gabepaley

Page 2: How to Build an Account-Based Marketing Strategy Using Predictive

Page 2 #MKTGNATION

What is Predictive?

Actionable Intelligence for Sales & Marketing

Machine Learning Thousands of external data points

Keywords: ● Machine Learning ● Data Science ● Predictive Analytics● AI

Page 3: How to Build an Account-Based Marketing Strategy Using Predictive

Page 3 #MKTGNATION

Predictive Sales & Marketing is Heating Up

79%

High-performers use predictive intelligence

Salesforce State of Marketing 2016

83%

B2B Orgs using PLS are $250M and Below

SiriusDecisions

73% / 2X

Lift in Sales / Marketing Effectiveness

Aberdeen

Page 4: How to Build an Account-Based Marketing Strategy Using Predictive

Page 4 #MKTGNATION

Predictive Sales & Marketing is Heating Up

2.3x

Increase in Average Deal Size

3.3x

Increase in Conversion Rates

1.5B+

Account, Contact, and Lead Scores / year

Infer R&D

Page 5: How to Build an Account-Based Marketing Strategy Using Predictive

Page 5 #MKTGNATION

Early 2015…

Leads (dramatically large top of funnel)

Page 6: How to Build an Account-Based Marketing Strategy Using Predictive

Page 6 #MKTGNATION

Early 2016

Page 7: How to Build an Account-Based Marketing Strategy Using Predictive

Page 7 #MKTGNATION

BDR Team Overwhelmed by Lead Flow

Significant cost and effort qualifying lead pool

Page 8: How to Build an Account-Based Marketing Strategy Using Predictive

Page 8 #MKTGNATION

Initial Focus on BDR Productivity

~80% of bookings in top ~15% of leads

~40% of lead flow suppressed for continued nurture

Page 9: How to Build an Account-Based Marketing Strategy Using Predictive

Page 9 #MKTGNATION

Run Smarter Campaigns

Leads Cost $ / Lead

Campaign 1 140 $5,000 $35.71Campaign 2 110 $5,000 $45.45

Campaign 1 appears best under CPL metrics

Page 10: How to Build an Account-Based Marketing Strategy Using Predictive

Page 10 #MKTGNATION

Run Smarter Campaigns

Leads Opportunities Lead to Opp

A 3,000 500 16.7%B 5,000 325 6.5%

C 7,000 125 1.8%

A leads worth almost 3X B leads

Page 11: How to Build an Account-Based Marketing Strategy Using Predictive

Page 11 #MKTGNATION

Run Smarter Campaigns

Campaign 1

Leads Cost $ / Lead Fcast Opps Forecast $ / Opp

A 10 1.7

B 30 2.0

C 100 1.8

140 $5,000 $35.71 5.4 $926

Campaign 2

A 35 5.8

B 30 2.0

C 45 0.8

110 $5,000 $45.45 8.6 $582

Campaign 2 wins on quality weighted cost

Page 12: How to Build an Account-Based Marketing Strategy Using Predictive

Page 12 #MKTGNATION

Building Blocks for Success

Page 13: How to Build an Account-Based Marketing Strategy Using Predictive

Page 13 #MKTGNATION

Transparency Drives Adoption

Page 14: How to Build an Account-Based Marketing Strategy Using Predictive

Page 14 #MKTGNATION

Why Account-Based Marketing?

✓ Focus where we win

✓ Drive engagement across the account

✓ Closer alignment with Sales

Page 15: How to Build an Account-Based Marketing Strategy Using Predictive

Page 15 #MKTGNATION

One problem…

Leads Suck.

Page 16: How to Build an Account-Based Marketing Strategy Using Predictive

Page 16 #MKTGNATION

Lead/Account Matching Data Quality Account-Scoring

ModelAccount Selection

MQA Infrastructure /

Engagio

Shifting to an Account-Based Workflow

*10-week move from Eloqua to Marketo, including multi-channel attribution, 6 persona-based lead nurtures, progressive profiling, mobile responsive forms and more

Page 17: How to Build an Account-Based Marketing Strategy Using Predictive

Page 17 #MKTGNATION

What is a Marketing Qualified Account?

An MQA is an Account that meets two criteria:1. Looks like a buyer (Fit Score) 2. Acts like a buyer (Engagement Score – “Minutes”)

Page 18: How to Build an Account-Based Marketing Strategy Using Predictive

Page 18 #MKTGNATION

The MQA Secret Sauce• Engagement thresholds vary by Fit Score• The more you look like a customer, the less you have to do to prove that you are qualified for sales follow-up:

Fit Score Minutes ThresholdA 50B 75C 100D 125

Page 19: How to Build an Account-Based Marketing Strategy Using Predictive

Page 19 #MKTGNATION

Examples of MQAs

• Rated “A” by Infer• 2 eBook downloads in last month from

sales ops, 5 email opens from CEO (50 minutes)

• Rated a “C” by Infer• 15 pageviews over 2 weeks from 3

stakeholders, Free Trial request (100 minutes)

CloudDog Adam’s Manufacturing, Inc.

Page 20: How to Build an Account-Based Marketing Strategy Using Predictive

Page 20 #MKTGNATION

Cold-to-Close ABM Plays: Targeting

Page 21: How to Build an Account-Based Marketing Strategy Using Predictive

Page 21 #MKTGNATION

Cold-to-Close ABM Plays: Execution

Weeks

1 2 3 4 5 6 7 8

Sales

Email

Direct Mail

Ads

Events

Social

Page 22: How to Build an Account-Based Marketing Strategy Using Predictive

Page 22 #MKTGNATION

ABM Analytics: MQA Conversion Rates

Page 23: How to Build an Account-Based Marketing Strategy Using Predictive

Page 23 #MKTGNATION

ABM Analytics: Pipeline Performance14.5%

Page 24: How to Build an Account-Based Marketing Strategy Using Predictive

Page 24 #MKTGNATION

4 Key Points

✓Early results are very encouraging – ABM works

✓Alignment, alignment, alignment

✓ Get the infrastructure, process and metrics right

✓ New territory – accelerate your feedback loops

Page 25: How to Build an Account-Based Marketing Strategy Using Predictive

Thank You!