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BMC: Fueling Growth in the Enterprise with AI-Powered ABM

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Companies that use the power of AI and data to drive more relevant engagement drive outsized business impact including 65% greater engagement in their target accounts, 106% higher pipeline and 3x higher ROI on marketing spend. A pioneer in the IT Operations market, BMC enables companies to simplify their IT environment and drive business agility - counting 92 of the Forbes Global 100 companies as their customers.

At SiriusDecisions Summit 2019, BMC discussed how they created the single source of marketing truth to drive segmentation and targeting for their 1:1 omni channel programs.

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BMC: Fueling Growth in the Enterprise with AI-Powered ABM

  1. 1. Fueling Growth in the Enterprise with AI-Powered ABM Senior Director Marketing Analytics Marina Schubow
  2. 2. Jill – 13 years old Roscoe – 4.5 months
  3. 3. About BMC $8BR&D investments 470+Patents 10,000Customers 80%+Trust BMC 500 5 YearsNamed Leader Magic Quadrant
  4. 4. © Copyright 2019 BMC Software, Inc. Agenda Why ABM Our Approach Our Solution Measuring Success Lessons Learned
  5. 5. MATURITY BUSINESSVALUE COMPLEXITY Basic Reporting (Data) Advanced Reporting (Interpretation) Analytics (Insight) Advanced Analytics (Foresight) Manage KPI Framework & Enrich Campaign Effectiveness & Business Health Reporting Optimize customer experience through advanced analytical techniques (multi-variate testing, segmentation, propensity models, customer journey pattern analysis…) Story-telling: Introduce new socialization/communication paths to drive a Data Driven Marketing environment Measure Marketing effectiveness through advanced attribution techniques (multi-channel) Design & develop Marketing Data Repository & Evolve Digital tracking capabilities Focus for FY20: 5 Analytics Priorities Improve customer experience thru advanced segmentation, Measure Marketing’s impact & ROI, Evolve story-telling & insights
  6. 6. Account Based Marketing (ABM) Defined A Team Sport
  7. 7. Different Types of ABM at BMC © Copyright 2019 BMC Software, Inc. 1:1 LARGE ENTERPRISE Highly personalized, customize global programs for specific personas, enablement focused, renewal / x-sell / up-sell SCALABLE ABM Named accounts as subsets of tiers, where a specific region has chosen to focus; Typically new logo focus, technology enabled, Demand marketing / BDR led SCALABLE ABM (NAMED) Broader list of named accounts where technology is needed to prioritize and automate the right campaigns at the right time ; New logo focus, technology enabled, Demand marketing / BDR led 1:FEW 1:MANY
  8. 8. 1 Three Key Pillars to Our Approach © Copyright 2019 BMC Software, Inc. TARGETS TECH EXPERIENCES 2 3 Advanced database and analytics tools combined with integrated planning across corporate, BU marketing and sales target the same accounts and prospects across the buyer journey Apply AI to track, monitor and predict buyer fit and intent to deliver the right content at the right time to the right people in target accounts Always-on campaigns with consistent messaging across all marketing channels - content and channel fit by propensity score – not just account
  9. 9. Market Sizing, Target Accounts, Profiles Solutions, Solutions Framework/Us e Cases, & Sales Plays Global Integrated ABM Programs Database, Contacts, & Personas Demand Creation, Campaigns Content, Offers & Tactics Automation, Integrations, Campaign Execution, and Lead Management Enablement, Tools, Telequalificatio n, Outbound Prospecting Measure, Analyze, & Optimize The ABM Demand Creation Process Sales + Sales Ops + Field Marketing + Marketing Analytics: Define the addressable market and targets that fit the ideal customer profiles Solutions Marketing + Sales + Strategic Marketing: Define the solutions, solutions framework/use cases, sales plays and compelling messaging for “go-to-market” plans. Global Integrated ABM Team (GIAT) + Sales + Solutions Marketing + Central Marketing + Demand/Field/Partner/GOSI Marketing: Align all the resources to support the initiative in a comprehensive, logical and sustained manner. Demand/Field/Partner/GOSI/Digital/Web Marketing + Strategic Marketing + Solutions Marketing: Develop the strategy for creating compelling content and offers that are relevant and valuable to drive engagement. Marketing Ops + Marketing Analytics: Develop strategies for database health and enrichment, segmentation, governance, compliance, persona association for desired ABM target contacts/roles. Marketing Analytics + Mktg/Web Ops: Measure all steps and incorporate feedback for optimization. Sales + Sales Ops + Demand/Field/Partner Marketing + Mktg Ops: Provide the right sales tools to the Sales Reps at the right time and in the right format Marketing Operations + Web Operations + Marketing Analytics: Lead management process, simplify, automate, and integrate technologies to support campaign execution. SFDC integration, lead scoring, response management lead routing and lead nurturing
  10. 10. ABM Technology Stack © Copyright 2019 BMC Software, Inc. Marketing Automation CRM Other ABM Data Targeting and Segmentation Digital Marketing Execution Channels AI | Insights | Fit + Intent + Engagement
  11. 11. Lattice is Our Centralized Targeting and Segmentation Platform LATTICE ATLAS PLATFORM
  12. 12. ABM Segmentation Approach © Copyright 2019 BMC Software, Inc.© Copyright 2018 BMC Software, Inc. Prioritized Accounts Activity Fit Intent BMC Segmentation Predictive Engine Marketing + BDR Campaigns Personas Campaign 1 Campaign 2 Campaign 3 Persona 1 Persona 2 Persona 3 Program
  13. 13. High Fit + High Intent = Much Higher Conversion © Copyright 2019 BMC Software, Inc. High Fit + Intent targets convert at 8x higher rate
  14. 14. Key Use-Cases Cross-Sell Prospecting Customer Winback Competitive Replacement Active Customer w/ BMC Licensed Product(s) New Product Penetration Never Purchased from BMC 1st Product Purchase Previously active – no current licenses Reactivation (new or same product) Has competing solution installed New Product Penetration or 1st Purchase
  15. 15. Customer Relationship ManagementAre we retaining customers & creating advocates? Pipeline Generation/AccelerationAre we hitting DCP targets, are we attaining Closed won bookings? Lead generation-funnel ProgressionAre the campaigns in market driving qualified leads for Sales? Engagement Are we driving quality engagement with BMC content/offers? Awareness/Reach How are we driving consideration of BMC solutions? ABM Measurement Framework Goal: To measure the ABM Target accounts reach-engagement-conversion as they progress thru the BMC Customer Journey Measurement Approach: Evaluate each ABM segment against its baseline conversion rates Hypothesis: ABM prioritized Targets with specific Marketing/Sales treatment will convert at high rate than historical baselines Key Metrics Impressions (Display, Search, Social) Email Sends % Target Accounts Reached (Select publishers) Social feedback (engagement rate (ie link clicks)) Messaged Visits BMC.com Visits (new/repeat,…) Micro-conversions (Video Views, Chats, Downloads) Form completions Email & Attendee engagement Sales Activities (meetings, PG Campaigns) % Target Accounts Engaged Responses – Total Inquiries MQLs attained Sales Accepted SQLs - > Pre-discovery Opportunities Pipeline Generated (#, $, Deal Size) - Demand Center Pipeline (DCP) - Influenced Pipelined Closed-Won Bookings NPS Increase Customer LTV Serving as Advocates BMC Communities Active Contributors Renewals Bookings Efficiency/ROI Cost for Digital Activities (Display/ Paid Search) CPM by Programs By No Targeted vs. ABM Targeted Cost for Engagement Activities (Social, Email, Events) Cost per Visitor Cost per Form Completion DCP per Form Completion % MQLs out of Form Completes % MQLs Worked by BDRs Lead to Oppty Conversion (worked leads to oppty creation) DCP contribution % (25-30% goal) Pipeline to CW Bookings Closed CVR% % ABM Accounts with New product penetrated TBD Investment
  16. 16. ABM Program Readiness/ Database Completeness Increased Messaging/ Reach of BMC Capabilities Increased Quality Engagement Pipeline Growth / Portfolio Expansion Increase Loyalty/ Retention Drive Efficiency/ Effectiveness Large Enterprise 1:1 (Tier 1&2a select lists NA, EMEA, LatAM) - Completeness of Company Profile - Depth of Personas - Impressions Served - Social Media In-mails engaged - Event Attendance (by type of event & persona attended) - Sales Meetings/ Demos conducted/EBC Pipeline Generation & Influence/Closed-Won Bookings (Cross-Sell, Up-Sell, Renewals) -NPS -Customer Advocates -ROI from pipeline sourced & influenced against program costs -Higher Deal Sizes -Increased Sales Cycle Velocity Clustered ABM 1: Few (Tier 2b-4 regionally focused i.e. Sage, Sniper) - Depth of Personas - Emails delivered - Impressions Served - New contact penetration - Event Attendance - Bmc.com engagement DCP & CW Bookings (Cross-Sell) - Renewals - Communities Content Creation Scaled ABM named (Technology Enabled > Tier 2b-4 Demand Gen) - Depth of Personas - Emails delivered - Impressions Served - MQLs sourced - Sales Accepted CVR% DCP & CW Bookings (Cross-Sell) Renewals KPIs by ABM Program © Copyright 2019 BMC Software, Inc. Goal: To measure the ABM Target accounts reach-engagement-conversion & efficiency as they progress thru the BMC Customer Journey Measurement Approach: Evaluate each ABM segment against its baseline conversion rates or YoY growth rates Hypothesis: ABM prioritized Targets with specific Marketing/Sales treatment will convert at high rate than historical baselines Brand Perception Analyst Advocacy Increased Marketing Attributed Pipeline Generated & Booked Increased Marketing Contribution to Revenue Customer Advocacy NPS High Value EngagementsContent Available Enriched Database
  17. 17. Measuring ABM Success © Copyright 2019 BMC Software, Inc. Segmentation profile Database health Marketing campaign performance Content engagement Lead progression Pipeline progression
  18. 18. Clearly define use-cases Build alignment early Validate with SiriusDecisions Prepare your 1st party data Drive a phased approach Lessons Learned
  19. 19. Q & A To Learn More about Lattice visit Booth #208
  • pruttens

    Nov. 14, 2020
  • HYDN

    Aug. 2, 2020

Companies that use the power of AI and data to drive more relevant engagement drive outsized business impact including 65% greater engagement in their target accounts, 106% higher pipeline and 3x higher ROI on marketing spend. A pioneer in the IT Operations market, BMC enables companies to simplify their IT environment and drive business agility - counting 92 of the Forbes Global 100 companies as their customers. At SiriusDecisions Summit 2019, BMC discussed how they created the single source of marketing truth to drive segmentation and targeting for their 1:1 omni channel programs.

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