Account Based Marketing Success Path - Infrastructure and Campaign Secrets
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Need to jumpstart your ABM efforts yesterday? Don’t struggle with your martech stack and database to support your ambitious efforts. Join this session to learn how two Marketo Champions do Account Based Marketing, including: The Segmentation Framework you didn’t know you needed for targeting Accounts and Personas How to measure the performance of your ABM tactics in Marketo Real-life ABM campaigns you can deploy immediately. (May 2016).
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Account Based Marketing Success Path - Infrastructure and Campaign Secrets
- 1. ABM Success Path Infrastructure & Campaign Secrets Unveiled Josh Hill Marketing Technologist, Marketing Rockstar Guides, RingCentral Charlie Liang Director of Marketing, BigPanda
- 2. Page 2 #MKTGNATION Who are we? • 5x Marketo Champion • MCE, MCA • Marketing Technologist and demand generator • 4x Marketo Champion • SFDC, GA, Marketo Certified • Digital Marketing Expert Charlie Liang Josh Hill
- 3. Page 3 #MKTGNATION Where are you in the ABM Journey?
- 4. Page 4 #MKTGNATION ABM explodes, vendors pivot, and marketers scramble • 41% of firms over $500MM claim to use ABM (DemandMetric, Sept 2015) • 76% of firms claim to be “considering or more” ABM • 34% said they did not understand ABM. • 11% said technology was a barrier
- 5. Page 5 #MKTGNATION Why use ABM?
- 6. Page 6 #MKTGNATION Need to achieve scale with the 5 to 20 people involved…
- 7. Page 7 #MKTGNATION Demand Generation vs. ABM Demand Gen
- 8. Page 8 #MKTGNATION Demand Generation vs. ABM Demand Gen ABMABM
- 9. Page 9 #MKTGNATION What level of ABM is right for you?
- 10. Page 10 #MKTGNATION How to decide ABM strategy
- 11. Page 11 #MKTGNATION What do you need to get started today?
- 12. Page 12 #MKTGNATION You already do the basics...
- 13. Page 13 #MKTGNATION …with the tools you may already have. *logos are not necessarily an endorsement. But what if you don’t have it all?
- 14. Page 14 #MKTGNATION Think like a salesperson Researcher User Champion Influencer Decision Maker Purchase Mgr
- 15. Page 15 #MKTGNATION Are you ABM ready? Demographics Contact Info Territory Assignments Permission Recency Prepared DB
- 16. Page 16 #MKTGNATION …because there’s a lot of segmentation Account Persona (Segmentation) Buyer Persona 1 (Segment) Buyer Persona 2 (Segment) Technology SaaS Startup Marketing Manager Marketing Director Manufacturing Multinational Marketing Operations BU Level Marketing Director #ABMMatrix AccountPersona Purchase Stage
- 17. Page 17 #MKTGNATION …and a lot of moving parts. • Segmentations • Dynamic content • Moving records to correct nurture tracks • Lead to Account Matching • Reporting • Predictive analysis • Ads: Retargeting, Adbridge, Site Content • Content creation • Analysis • Customer discussions • Sales conversations Automate it Possibly automate
- 18. Page 18 #MKTGNATION Create the ABM nurture waterfall Goal: get to Account Track or MQL Goal: get to MQL or Opp. Goal: obtain enough data to select more specific track. Use a daily batch to pull out people who meet the next track’s criteria. Goal: confirm persona and ABM info.
- 19. Page 19 #MKTGNATION Understanding target account data Coverage Are they aware? Do they engage? • Smart Lists • Lead Perf+Smart List • Smart List Columns • SFDC Dashboards • Visits+Smart List • Web Analytics • Form Fill Outs • Program Success • RCA Reports
- 20. Page 20 #MKTGNATION Coverage: Lead Performance & Smart Lists Choose Group By and Lead Created Range Get sub-counts by ABM Persona Custom Columns are your friend.
- 21. Page 21 #MKTGNATION Awareness: Company Web Report Constrain by Page and/or PersonaChoose the date Range Known Leads (Smart Lists) Anonymous Non ISPs – get an idea of how many people visit from Company A
- 22. Page 22 #MKTGNATION Engagement: Email performance, etc. Engagement by Persona? Totally possible. Choose the Range of Emails Date of Activity Use your ABM segments here along with Was Sent Email
- 23. Page 23 #MKTGNATION Drones are for Closers
- 24. Page 24 #MKTGNATION Need to build the pipeline fast! Q4
- 25. Page 25 #MKTGNATION What accounts are compatible? BANT PCT
- 26. Page 26 #MKTGNATION Getting to PCT: Survey
- 27. Page 27 #MKTGNATION Handshake with Sales n = ?
- 28. Page 28 #MKTGNATION Excel is your best friend Text to Column. Merge into one column. Remove Dupes. Voila.
- 29. Page 29 #MKTGNATION Segmentation is Everything Catch All
- 30. Page 30 #MKTGNATION Bottoms up = Faster sales cycle* Researcher User Champion Decision Maker Purchase Mgr Decision Maker
- 31. Page 31 #MKTGNATION And, or, contains, not equal to = FUN Think of everything
- 32. Page 32 #MKTGNATION Know your audience
- 33. Page 33 #MKTGNATION Customize, Customize, Customize
- 34. Page 34 #MKTGNATION Swarm Target Accounts Email Live Events Direct Mail
- 35. Page 35 #MKTGNATION Swarm Target Accounts
- 36. Page 36 #MKTGNATION By the Numbers 3,329 2,059 61
- 37. Page 37 #MKTGNATION Target Account Penetration A. 4% B. 7% C. 14%
- 39. Thank You!
- 40. Page 40 #MKTGNATION ABM resources • http://info.leandatainc.com/rs/554-VZA-399/images/LeanData_The-New-State-of-ABM_Survey_White_Paper_2014.pdf • http://info.leandatainc.com/TheNewStateofAccount-BasedMarketing-Download.html • http://blog.integrate.com/account-based-marketing-ebooks • http://www.thehubcomms.com/marketing-automation/five-minutes-with-scott-vaughan-cmo-of-integrate/article/434511/ • http://blog.pointclear.com/blog/is-account-based-marketing-the-holy-grail-for-lead-generation-nirvana-poweropinions-part-4 • http://marketingland.com/account-based-marketing-new-buzzword-new-reality-130144 • http://www.vendemore.com/account-based-marketing/ • http://blog.topohq.com/account-based-marketing-11-tactics-to-drive-your-abm-process/ • http://www.demandgenreport.com/features/industry-insights/b2b-marketers-use-predictive-tools-to-boost-account-based-marketing-results • https://www.demandbase.com/whitepaper/account-based-marketing-adoption-benchmark-report-september-2015/ • http://info.leandatainc.com/WEABSDCloudera0116_6Watch.html http://info.leandatainc.com/WPBuildSuccessfulADRTeam-Download.html http://www.slideshare.net/integrateinc • http://www.slideshare.net/IntegrateInc/account-based-marketing-abm-for-the-efficient-b2b-marketer • Company Web Report: https://docs.marketo.com/display/public/DOCS/Company+Web+Activity+Report
- 41. Page 41 #MKTGNATION More tactical program ideas • Meeting makers • Multi-touch, multi-channel meeting makers • Use direct mail webhook to drop ship based on behaviors
- 42. Page 42 #MKTGNATION Do you even need to use ABM? Strategy You only care about Enterprise Account penetration. Customer Development for Product- Market-Fit Tactic High volume SaaS firm Only one small group handles the top tier Enterprise Accounts “Take a hard look at your business model. Are you a high-volume SaaS solution company? If so, you probably would benefit more from targeted lead marketing strategy. But if that same business is seeking to chart a different course by having top-tier sales reps focus solely on large enterprise accounts, ABM absolutely will have value.” – LeanData ABM Book
- 43. Page 43 #MKTGNATION Do the marketing segmentation… Components Criteria Considerations Account Target List Your named account list with Company Name and Domain Name. IS will be more precise, but CONTAINS may help. But beware “cisco” vs. “San Francisco” Buyer Persona/Title List Segmented People by Persona or Title Again, watch those filters. Buyer Personas will help more here, but Titles or Level work too. Coverage reporting is mostly about Level. Sales’ input on Level & Function will be important for messaging. Story for Each Persona Collect content and design dynamic content matrix. Do you have the messaging clear for each Persona? Account Personas Segment by Account, Industry, Size Do you have the story for each Account Persona? Data Cleaning + Appending Automated deduping, data appending, should be operational by now. How much of the Account and Title information is filled in? Are you using Progressive Profiling to fill in more? Territory Management Ensure that you can send on behalf of the Salesperson, SDR/LDR, or Field Sales as appropriate. This may require segments or smart lists to go beyond Lead Owner in Salesforce. Your CRM admin and Sales team need to have the update and territory change process very efficient or you risk embarrassment or missed opportunities.
- 44. Page 44 #MKTGNATION Reporting on ABM Report Definition Tools that can help right now Coverage Do you have the people you need? Any database, engagio, LeanData, etc.. Smart Lists, Segmentations Awareness Do they know about you? Engagio, Terminus, Google Analytics, Company Web Report Engagement Are they interacting with your content? Spending time? Marketo Programs, engagio, Terminus, etc. Influence Are account targets responding? RCE, Program Reports, campaign influence Impact Are programs causing higher spend, faster sales? Marketo RCE (Model Analysis – Companies), Engagio, Brightfunnel, etc. • Lead Performance by Status and Smart List Columns. • Smart List Counts • Program Status Counts • SFDC Dashboards
Notes de l'éditeur
- ----- Meeting Notes (4/10/16 16:54) ----- WEll? Starting out? Not sure?
- https://www.flickr.com/photos/mindfrieze/6000795422/ 11% – true! Most tools can help even if they aren’t “ABM tools.” But do you KNOW HOW TO USE IT for ABM?
- We’re assuming here that you already decided ABM is a possibility for you as a Target Account Enterprise Plan or early stage customer dev plan Should sales spend 30% of their time nurturing target accounts with emails and collecting people? Or can it be automated? Even if 60% of the buying process is done before a Lead is ready for Sales, not everyone is on your list or even known. (Tim Riesterer)
- Traditional demand gen is like using a shotgun – it’s a spray and pray approach. Account-based marketing is all about being a sniper – stalk your target, wait for the right moment, and strike with precision. Talk about GEICO example. “Look down at your black pants. You can't imagine how your dog has any more hair on his body.”
- Traditional demand gen is like using a shotgun – it’s a spray and pray approach. Account-based marketing is all about being a sniper – stalk your target, wait for the right moment, and strike with precision.
- There are a few levels of account-based marketing. You have to sit down with your VP of sales and decide the right mix for your company. Make sure marketing and sales are aligned for the best effect. How many of you are running Small, Medium, or Large? Large=target accounts only + segmentation strategy + target level of campaigns. Open doors for sales. Med=accounts+territory Small=vertical territory
- B2B, target criteria, company stage, average deal size, resources available, timing. The guy in the picture got arrested when he got into a fight in the middle of a haircut.
- Demand Generation is not dead! You are still dealing with people and targeting at a finer level. Content marketing and inbound still matter – write for the Industry and Persona Problem-Solution matrix – they will find you. ‘If you are already using predictive scoring, you can leverage Company/Account scores to better identify the Accounts to target, but this is NOT 100% necessary to get moving. https://www.iconfinder.com/icons/653248/atom_magnet_magnetic_physics_science_icon#size=128 https://www.iconfinder.com/icons/63467/database_storage_icon#size=128 https://www.flickr.com/photos/79963992@N04/8234890625
- Demand Generation is not dead! You are still dealing with people and targeting at a finer level. Content marketing and inbound still matter – write for the Industry and Persona Problem-Solution matrix – they will find you. Also use predictive to filter out best target list first. Now, Integrate had a presentation with my friend Scott Vaughan and Jason Seeba a few months ago that described an amazing stack. The link is in the Resources. But this presentation is about what you may already
- Now you can do this more automatically. The researcher The influencer The user champions The executive sponsor The decision maker The purchase manager
- Data quality matters even more Email reputation is key Marketable – can you segment them? Have contact info? Permission - can you email them? Do you have the right people or do you need to find them? Lead Ownership and Territory Management must be pristine The Content – Segment Matrix https://www.iconfinder.com/icons/670399/call_chat_mobile_phone_talk_telephone_viber_icon#size=128 https://www.iconfinder.com/icons/370079/data_info_information_icon#size=128 https://www.iconfinder.com/icons/309041/group_people_users_icon#size=128 Ivan Boyko https://www.iconfinder.com/icons/299096/calendar_clock_icon#size=128
- Show a cube of little boxes where industry, account, buyer persona Yeah, marketers get flak for this and it’s not Customer Centric except that we’re hoping to send messages that resonate better every time. You will end up with lots of boxes in a giant matrix. It will be overwhelming. Pick one Account Persona at a time to build in the system.
- Traffic cop to manage the routing and entry – if immediately ready for ABM Matrix, then do that. Always build Generic first so you get the hang of it and then build more and more specific tracks, using campaigns, scoring, and behaviors to move between. Demographics are important because the goal of Generic is to segment better, NOT SELL. Sure, use data appending as much as possible, but behaviors will determine how fast you send and streams as the lead goes forward with their interest.
- Could use SFDC Dash reports Use Lead performance with smart list columns Lead Performance by Status and Smart List Columns. Smart List Counts Program Status Counts SFDC Dashboards
- Can do the same with Lead Performance and Custom Columns!
- Alert Sales with weekly updates by Territory. I’ve been telling people for YEARS to do this, but only with ABM is it a priority. https://docs.marketo.com/display/public/DOCS/Company+Web+Activity+Report
- Can do the same with Lead Performance and Custom Columns! Other options include Engagement Stream Performance and Sales Email Performance
- Q4 – we needed to find the accounts with exactly the right demographics who were ready to buy now. How do you kickstart the process?
- BANT is for leads. To find the right target accounts, we need a new acronym. PCT stands for Pain, Compatibility, and Timeframe. Find the right PCT of Accounts to succeed.
- To gather information about our prospects, we conducted an in-house State of Monitoring Survey. We asked 30 questions and got 1,766 responses. We learned a lot about our customers’ pain points and their specific environments. We used this data to craft our targeted account strategy. To get to PCT, know your audience. Survey = audience insights.
- When doing ABM, never underestimate a good handshake with sales.
- So after we find which companies have pain points, it’s time to understand compatibility. We turned to Marketo for this exercise.
- So after we find which companies have pain points, it’s time to understand compatibility. We turned to Marketo for this exercise.
- Usually, exploration of new tools start with the business decision maker. They’ll ask their team to investigate a tool to solve a known pain point. But we knew to jump-start sales, we had to shorten the cycle, so we went directly to the technical champions and researchers.
- After coming up with the Target Account list and figuring out who to target, it’s time to come up with the right language and offer. This is perhaps the most important part of the campaign – if you don’t speak the language of your target audience, you will fail. Customize the language on your landing page to suit personas, technologies, and accounts.
- After you’ve determined your campaign, it’s time for the fun part. Use your Marketo intelligence to target existing prospects on avenues like retargeting, social media, email, third party sites, and paid search.
- Here’s how we did it.
- What percentage of our target account list did we penetrate?
- Takeaways from running this campaign
- Update with new cover from visual brand deck.
- “Take a hard look at your business model. Are you a high-volume SaaS solution company? If so, you probably would benefit more from targeted lead marketing strategy. But if that same business is seeking to chart a different course by having top-tier sales reps focus solely on large enterprise accounts, ABM absolutely will have value.” – LeanData ABM Book
- Remember your business courses on stats, segmetnations, etc? This is where that actually gets used.
- Could use SFDC Dash reports Use Lead performance with smart list columns