High-performance ABM strategies for sales and marketing alignment
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Once you have your target account list, you need to consider how you will shift your marketing strategy and tactics to provide the focus needed on these accounts. We’ll walk through the different considerations, new campaign metrics you should measure, and the mindset to help you look at your marketing mix with an ABM lens.
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High-performance ABM strategies for sales and marketing alignment
- 1. ABM ACROSS THE FUNNEL HIGH PERFORMANCE ABM Jessica Fewless Sr. Director, Field and Partner Marketing, Demandbase Mathew Sweezey Principal of Marketing Insights, Salesforce
- 2. FRI Metrics, Measurements and KPIs Keys to Sales & Marketing Alignment SuccessTUES WED THURS Building Your Target Account List ABM Across the Funnel MON ABM Fundamentals @Demandbase #ABMwebseries HIGH PERFORMANCE ABM WEBINAR SERIES EVERYDAY 10 AM PT
- 3. © 2016 Copyright Demandbase JESSICA FEWLESS Sr. Director, Field and Partner Marketing Demandbase @jfewlessB2B MATHEW SWEEZEY Principal of Marketing Insights, Salesforce Salesforce @msweezey TODAY’S PRESENTERS
- 4. AGENDA • INTRO • 5 KEY GAINS OF AN ABM STRATEGY • EXAMPLES • Q&A
- 5. 5 KEY GAINS OF AN ABM STRATEGY
- 6. © 2016 Copyright Demandbase LEADS AREN’T VALUED… - Miller Pierce, 2014 VOC Study 50% of marketing generated leads are never followed up by sales.
- 7. © 2016 Copyright Demandbase SO IMAGINE IF… Sales and Marketing focused on the same list.
- 8. © 2016 Copyright Demandbase THE ABM REVOLUTION PAST NOW VOLUME QUALITY BUSINESS METRICS low conversion quality data high conversionIncomplete data VANITY METRICS
- 9. © 2016 Copyright Demandbase SMARTER MARKETING WITH ABM Collaboration vs. Conflict Quality vs. Quantity Efficiency vs. Wastefulness Proactive vs. Reactive Intelligence vs. Leads You are on the right track when
- 10. 5 KEY GAINS OF AN ABM STRATEGY EXECUTION
- 11. © 2016 Copyright Demandbase PLANNING Set a forecast based on relevant metrics
- 12. © 2016 Copyright Demandbase METRICS THAT MATTER Pipeline Opportunities Reach/Engagement Website Lift Conversion Rates
- 13. © 2016 Copyright Demandbase SELECT YOUR MARKETING MIX ADVERTISING EVENTS SOCIAL MEDIA FIELD MARKETING CONTENT SYDICATION SEM SEO MARKETING AUTOMATION OUTBOUND DIRECT MAIL
- 14. © 2016 Copyright Demandbase THEMES FOR EVALUATION Focus on where your accounts are Focus on marketing mix that will move them through the buyer’s journey
- 15. © 2016 Copyright Demandbase INVOLVE YOUR SALES TEAM Where do you focus… • You identify through data? • Sales tells you? Execute – Review – Revise BOTH!
- 16. 5 KEY GAINS OF AN ABM STRATEGY EXAMPLES
- 17. © 2016 Copyright Demandbase #1 SALES ENBLEMENT (collaboration) Email Desk DropInternal Assets Sales needs to be told what’s new, don’t expect them to ask Same Message
- 18. © 2016 Copyright Demandbase EMAIL – onboarding Launching a new white paper, webinar series, or other large content asset? Think about rolling this out with ABM and sales enablement. The ABM program is already running, but how does your sales team know about it, or know the value of it? You Have To Tell Them.
- 19. © 2016 Copyright Demandbase 50% of best in class marketers use email onboarding. Only 1% of under performers do.
- 20. © 2016 Copyright Demandbase EMAIL - Onboarding DAY 1 targeted email DAY 4 targeted email DAY 7 targeted email 3 Day Pause 3 Day Pause 3 Day Pause Add all sales people who’s accounts are covered Key factors to include • Copy and paste templates • Click – to – tweet • How to pitch it • The value it has and who it is for • The goal of the asset
- 21. © 2016 Copyright Demandbase EMAIL Pre-Built Templates Set up in your MAP • When assigning tasks to reps, ensure you have the correct templates for them to already use • These must be created with their help, if not they won’t be used (collaboration once again) • Use a naming convention
- 22. © 2016 Copyright Demandbase DESK DROP Old School Create an attack plan for them • Flow of the campaign • Goals of the campaign • How it will be evaluated This month’s Attack plan
- 23. © 2016 Copyright Demandbase INTERNAL PROGRAMS MAP Use your MAP to automate actions • Use journeys in combination with moving leads through, but also in creating tasks for the sales people to do • Example: Their account score increased by 10 points, so set up a task for them to call and offer the new asset. This month’s Attack plan
- 24. © 2016 Copyright Demandbase #2 DYNAMIC OMNI-CHANNEL (proactive) WEBSITE EMAILADS Same Message Across ALL Channels Same Message
- 25. © 2016 Copyright Demandbase CONTEXT IS MOMENTARY
- 26. © 2016 Copyright Demandbase AVERAGE PAGE VIEWS PER SESSION 1.7
- 27. © 2016 Copyright Demandbase DYNAMIC CONTEXT 416% Increase in Demo’s The idea of Zero Click is to be able to completely change the experience you are presenting to someone based on a variable you know about them. This can be an IP address, a lead score, a buyer persona, etc.
- 28. They use ABM to change the headline and the image to match to different target industries. They use Marketing Automation to nurture each persons interest They use high end analytics to track the website overall performance.
- 29. NEW OPPS WITH 1/6 OF THEIR TARGET ACCOUNTS IN 5 MONTHS = $47M in pipeline
- 30. © 2016 Copyright Demandbase #3 ZERO WASTE A New Idea in Marketing – Zero Waste ONE TO ONE IN REAL TIME WEBSITE EMAILADS
- 31. © 2016 Copyright Demandbase WASTE… If you are targeting a person, and you place an ad where others see it, that is called waste. So if you are only wanting to target one person, yet paying to target 10,000 you have a massive amount of waste. THERE IS A BETTER WAY. An ad in a magazine has a ton of ‘waste’
- 32. © 2016 Copyright Demandbase REAL TIME BID The ability to buy one ad for one person, in real time. This is the power of all modern advertising platforms, and how things such as ‘re-targeting’ work. The power now is now in our hands to use to target accounts in real time. An ad placed via RTB has zero waste
- 33. THE NEW SALES AND MARKETING MODEL TERRITORY 1ST
- 34. © 2016 Copyright Demandbase A TERRITORY APPROACH Each territory is different so why isn’t your marketing?
- 35. © 2016 Copyright Demandbase PARTNERSHIP IS KEY Focus on the best opportunities in each city Build the programs that are needed Provide a consistent presence in the territory 1. 2. 3.
- 36. EVENTS, EVENTS EVERYWHERE NEW CRITERIA
- 37. © 2016 Copyright Demandbase HOW DO YOU CHOOSE? • % Target accounts in attendance? • Volume/Size of oppty attending? • Speaking slot? • Ancillary events? • Industry focus? • Other? Know what makes for a successful event
- 38. © 2016 Copyright Demandbase COLLABORATION WITH SALES By doing this you will… • Shield yourself from chasing all requests • Get air cover from sales leadership • Get better buy in from Sales • Make you look like a true partner! Establish goals, timelines and messaging WITH Sales
- 39. SUMMARY
- 40. © 2016 Copyright Demandbase WHERE IS THE BIGGEST SHIFT? Collaboration vs. Conflict Quality vs. Quantity Efficiency vs. Wastefulness Proactive vs. Reactive Intelligence vs. Leads Collaboration with Sales takes time, but it’s worth it!
- 41. Q&A
Editor's Notes
- Hello everyone and welcome to Account-Based Marketing Across the Funnel, the fourth day of our week-long High Performance ABM webinar series. I am Jessica Fewless, Sr. Director, Field and Partner Marketing at Demandbase, and I am joined today by Mathew Sweezey of Salesforce.
- As you know, this entire week, we have been talking about all things ABM. Whether you are ABM certified or are just getting into the basics, our series has something for you. And there is still time to register for tomorrow’s webinar where we will cover how to measure and track the success of your campaigns. You can also follow along with us on Twitter at @Demandbase and join the conversation using the hashtag #ABMwebseries. You have joined today using your computer or your telephone. All phone lines will be muted during this session, but if you have a question… We will have a Q&A session at the end of the presentation, so be sure to submit your questions in the Q&A tab on the left-hand side of the webinar console. We often don’t have time to address all questions, so we will follow up after the session if we don’t get to you. We are recording this webinar, so the on-demand version and slides will be sent to you next week along with links to access the content from other sessions.
- With that, I’d like to introduce you to my co-presenter Mathew Sweezey. Mathew is Principal of Marketing Insights for Salesforce.com, and regarded as one of the top minds on the future of Marketing. A consummate researcher, thinker, and writer, Mathew’s work is often cited leading publications such as Mashable, VentureBeat, CMO.com, Forbes, the Huffington Post, DemandGen Report, and numerous others. His work is often quoted in books including “The Digital Marketer”, “The ReTargeting Playbook”, and he wrote the forward to “The Complete Guide to B2B Marketing”. Mathew also is the author of Marketing Automation for Dummies, with his next book “Infinite Marketer” due in 2016. Mathew, thank you for joining us today. Now let’s get into the content.
- Today we are going to start by taking a look at the ways that Demand Gen has changed over time. We’ll discuss how to get your database in shape to execute an Account-Based Marketing strategy, build and execute the right tactics, and communicate internally and externally in order to optimize your programs.
- Ask yourself why… Sales People are lazy? Marketers are bad at their jobs? While there might be a little truth to both of those statements, I think the question to ask is: “why is sales following up on the 50% that they ARE following up on”? Answer: They are on their target account lists. For decades, sales has had lists that they and their managers have agreed upon for their focus for a fiscal year. So when one of your programs touches some of their accounts, those are the leads they are following up on. But as you can see, this process leads to a lot of waste and inefficiency: marketing spends time generating leads that wither on the vine, and sales has a lot of their top targets that never get touched by marketing! So imagine if marketing and sales focused on THE SAME list? Here’s how the dynamic would change…
- Key statement here: Demand Gen is changing -- Today we are going to start by taking a look at the ways that Demand Gen has changed over time. We’ll discuss how to get your database in shape to execute an Account-Based Marketing strategy, build and execute the right tactics, and communicate internally and externally in order to optimize your programs. -- Balls with the funnel from Neha’s debook
- Key point: This is where you’re aiming -- It’s time to think smarter. By leveraging Account-Based Marketing, which hones in on the prospects most likely to convert, you can…blah blah blah all these benefits (I think you have a talk track for this)
- Before you can roll out your new strategy, though, you need to get your database in order.
- This understanding of your tactics can help you to forecast your contribution to the business. You can start to track penetration in your target accounts and set expectations for how your individual programs are going to perform.
- So you’ve set goals based on relevant metrics You’ve selected and executed on the right programs that focus on the Target Account list Now make sure you’re speaking Sales’ language when reporting back! 5-8 Seconds to Engage someone on your website When you break down the number, (Adobe example – so many accounts on website every second/minute)
- Of course, there are a lot of options out there for programs, many of which you’ve already been doing. Keep in mind that ABM isn’t necessarily going to change the tactics you use; it will only hone in your resources on the specific accounts that are most valuable to you.
- As you evaluate your choices, consider things like where your accounts are. Our Field Marketing team built out their strategy, they actually re-prioritized their focus territories based on which cities had the highest concentration of target accounts. You can also think about the types of tactics that are appropriate based on the account’s stage in the funnel. For example, something like an executive dinner might make sense for a prospect very near its decision; whereas a drip nurture campaign would make more sense for prospects higher up the funnel.
- Leverage the data to identify the issue, and work with sales to create a plan to fix it. Example: Leads in Stage 2 – were getting stuck!
- Data showed that their targets in Enterprise were coming to the website, but were bouncing! So advertising would have been throwing good money after bad Instead, they personalized the website, increased time on site and pages viewed by Target Accounts Then spent money on advertising to re-inforce messages and drive more stakeholders to the website
- Data showed that their targets in Enterprise were coming to the website, but were bouncing! So advertising would have been throwing good money after bad Instead, they personalized the website, increased time on site and pages viewed by Target Accounts Then spent money on advertising to re-inforce messages and drive more stakeholders to the website (me say – don’t just reinforce that they NEED to follow up…provide a value add)
- Data showed that their targets in Enterprise were coming to the website, but were bouncing! So advertising would have been throwing good money after bad Instead, they personalized the website, increased time on site and pages viewed by Target Accounts Then spent money on advertising to re-inforce messages and drive more stakeholders to the website
- Data showed that their targets in Enterprise were coming to the website, but were bouncing! So advertising would have been throwing good money after bad Instead, they personalized the website, increased time on site and pages viewed by Target Accounts Then spent money on advertising to re-inforce messages and drive more stakeholders to the website
- Data showed that their targets in Enterprise were coming to the website, but were bouncing! So advertising would have been throwing good money after bad Instead, they personalized the website, increased time on site and pages viewed by Target Accounts Then spent money on advertising to re-inforce messages and drive more stakeholders to the website
- Use it to grab people’s attention or help move a deal through pipeline It used to be too expensive, but now with a focused target account list, it’s back on the table
- Data showed that their targets in Enterprise were coming to the website, but were bouncing! So advertising would have been throwing good money after bad Instead, they personalized the website, increased time on site and pages viewed by Target Accounts Then spent money on advertising to re-inforce messages and drive more stakeholders to the website
- Data showed that their targets in Enterprise were coming to the website, but were bouncing! So advertising would have been throwing good money after bad Instead, they personalized the website, increased time on site and pages viewed by Target Accounts Then spent money on advertising to re-inforce messages and drive more stakeholders to the website
- Focus on Targets in Each Territory Build Demand Gen AND Pipeline Acceleration programs Provide the consistent presence Based on the Target Account list, which cities have the greatest concentration of those accounts? Field marketing delivers regular programs in each territory, each quarter Partners with Sales to build the programs that are needed, with a territory-specific flare! So as sales territories change, and sales reps come and go, Field Marketing maintains the presence in the territory.
- Not only do you collaborate with sales on what the criteria are, but also work with tehm on setting the goals and messaging! Promotion of Event What is the objective/CTA Toolkit to help them succeed Follow Up to Event 1 clear CTA Time bound follow up window
- So this collaboration with Sales is KEY (which is why it’s at the top). But it does take extra time and attention! So where do you get this time from? Quality – Less overall Leads, more of the right leads Efficient Strategy – Do more with less – less events, less activities, but those that pack a bigger punch Proactive – being proactive and setting your own strategy is far more time effective than waiting around for leads or need and reacting to it Intelligence – Providing your sales team with the intelligence and enablement they need to close deals will make them more efficient, and decrease the need for
- Fantastic. Now we’re going to open it up to Q&A. As a reminder, you can still enter your questions in the Q&A tab on the left side of your screen. We have an attendee who would like to know… Seed Questions: 1. Jessica – what are some tips to get sales on board with ABM? 2. Mathew – what are some ABM programs you’ve run, that you’ve found the most success with?
- Fantastic. Well it looks like we just about out of time. Just a reminder that you can still register for the rest of this week’s webinars. We have great content and speakers lined up and we hope you can join us. Don’t forget to follow us on Twitter at @Demandbase and join the conversation using the #ABMwebseries hashtag. Thank you so much to Mathew for speaking, and thank you to our audience for joining us. On behalf of Demandbase, have a great rest of your day.