Between the need to launch and scale your ABM programs to managing your current demand generation efforts, it’s easy to feel overwhelmed and drop the ball on one or the other.
Brandi Smith, VP, Demand Generation Marketing at Uberflip and Charm Bianchini, Head of Global Demand at Engagio, explore how their teams make both strategies work in tandem and create harmony in their marketing department.
4. Kickoff
WHAT’S THE DIFFERENCE?
DEMAND
GEN VS.
ABM
Demand Gen ABM
Focus: Markets/Industries Accounts
Measure of Success:
Quantity of Leads Quality of Target
Accounts
Objective: New Business Land & Expand
Research Tool: Buyer Persona Ideal Customer Profile
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@uberflip | @engagio
5. Kickoff
Demand Gen vs. ABM
What do we
say?
Where should we
say it?
Who should we say
it to?
Offers Channels Segments
Who are we
trying to reach?
What should we
say?
Where should we
say it?
Accounts Content Channels
DEMAND
GEN
ABM
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@uberflip | @engagio
6. Kickoff
CREATING
HARMONY
Attract people to your site & get
them to fill out a form
Nurture them with
automated emails
Identify
target
companies
Engage them with
personalized campaigns
Build lasting relationships
that lead to new opportunities
Inbound
Marketing
Account Based
Marketing
• Demand Gen can
feed into ABM Funnel
• If inbound leads are
in target account,
ABM can pick up
where inbound leaves
off
• Inbound leads can
support ABM when
accounts look
promising
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7. Kickoff
What DOES it
mean to be
ABM-Centric?
Focus more budget and
resources on ABM strategies
and execution
Blended ABM approaches
combined with traditional
inbound
Integrated marketing
support for territories and
top accounts - net new and
expansion
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@uberflip | @engagio
8. @uberflip
What DOESN’T
it mean to be
ABM-Centric?
To build awareness and thought
leadership as we continue to establish
and define the Content Experience
category
We NEED these programs
The programs continue to
support net new lead gen for
nurture and MQL volume to
feed the BDR sales team
Continued revenue support
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Traditional demand generation
programs will not be
eliminated, just focused on
with a different budget and
resource allocation.
Here’s why:
9. Kickoff
One-to-Many
ABM
Types of Approaches
One-to-Many ABM (1,000s of Accounts)
● Focus on new accounts
● Targeted with light personalization
● Lead-focused
Marketing
(Demand Gen/Inbound)
Inbound/Demand Generation Marketing
● Attracts accounts from entire addressable
market
● No real personalization
● Lead-focused
One-to-Few
ABM
One-to-Few ABM (BDR Top 10 and 100, Industry)
● Focus on new and existing key accounts with
similar issues/business imperatives
● Customized with some personalization
● Engagement and lead-focused
One-to-
One ABM
One-to-One ABM (5-50 Accounts)
● Focus on new enterprise and existing key
accounts
● Highly customized/personalized for each account
● Engagement and relationship-focused
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@uberflip | @engagio
11. @uberflip | #conex
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@uberflip | @engagio
Many Revenue Teams Depend on the
Classic Demand Gen Model
Broad-based
Lead-centric
Goal is volume
Quality can be poor
15. @uberflip | #conex
Establish a Plan of Record (POR)
1. Sales – contributes x%
2. Marketing – contributes y%
3. Partner / or Business Development – contributes z%
15
Total Pipeline Required for World
Domination
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20. 2: Content experience must be
considered across all
marketing programs.
@uberflip | @engagio
21. @uberflip |
#conex
Personalized content
experiences lead to:
more engagement,
better conversations,
more quality leads,
and ultimately…
more customers.
Demand
Generation
ABM Sales Enablement
Inbound
Driven By Content
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22. @uberflip | #conex
Conversions on
Gated Content
Evidence that
experience matters
7x 8x
Increase in
Engagement
60%
Your Content
Reach
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24. @uberflip |
#conex
Content Experience Framework
Aggregate your content
Own the experience
Control the environment
and structure
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28. @uberflip |
#conex
Content Experience Framework
Build experiences to power
your campaigns
Personalize experiences based
on segmentation
Create path to purchase
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38. @uberflip | #conex
Marketing Programs Require Ongoing
Action!
Old: The Hand-Off New: Orchestration
“It’s easier to work in silos. You just don’t make as much money.”
— Peter Herbert, CMO, FullStory
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39. @uberflip | #conex
1: Use Technology to Get the Right
Intelligence
39
Shared view of accounts and activity
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40. @uberflip | #conex
2: Sales and Marketing Take Action (stand
ups)
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47. @uberflip | #conex
Attribution—Know What Works!
• Use all activities
(sales and
marketing) – not
just campaigns
• Use all people that
touch the buying
center – leads and
contacts
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@uberflip | @engagio
48. @uberflip | #conex
• Demand Generation and ABM can work in
harmony
• Content Experience matters for all programs
• ABM addresses real business pains
• Create engagement with relevant, human
interactions over email and in-person
• ABM naturally supports marketing-sales
coordination
• ABM measurement is about quality, not
quantity; use engagement as a leading
indicator to revenue
Takeaways
48
@uberflip | @engagio
49.
50. @uberflip | @engagio
The Content Experience Framework
Download Now: uberflip.com/content-
experience
Brandi Smith
VP, Demand Generation, Marketing
Uberflip
linkedin.com/in/brandismith1
Charm Bianchini
Head of Global Demand
Engagio
@twitter.com/charmbianchini
linkedin.com/in/charmh/
Download Now: engagio.com/guide
@brandismith01