What is Account-Based Marketing and Where Does Content Fit In?

If you like this presentation – show it...

Slide 0

What is Account-Based Marketing And Where Does Content Fit In?! Hana Abaza VP Marketing, Uberflip @hanaabaza #uberwebinar @uberflip Jon Miller CEO and Co-Founder, Engagio @jonmiller

Slide 1

WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J) #uberwebinar @uberflip

Slide 2

WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J) Join in on #uberwebinar @uberflip

Slide 3

So What Is Account-Based Marketing? #uberwebinar @uberflip

Slide 4

Different Demand Types Different Deal Types Require Different Types of Marketing Support AccountBased Marketing Demand Generation . ! ©2015 Engagio, Inc. All rights reserved #uberwebinar @uberflip

Slide 5

“ Account-Based Marketing: A strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts —@jonmiller . ! ©2015 Engagio, Inc. All rights reserved #uberwebinar @uberflip

Slide 6

Different Model Going After Target Accounts Requires an Account-Centric Focus “Person-centric” “Account-centric” •  Decision maker •  End users •  Influencers Up to 17 people influence enterprise purchases * (up from 10 in 2011) ! #uberwebinar @uberflip *2014 IDG Enterprise Role & Influence of the Technology Decision-Maker survey

Slide 7

Different Tactics You Need Targeted Tactics to Reach Specific People at Specific Accounts Inbound vs Outbound #uberwebinar @uberflip

Slide 8

Land and Expand Often, The Best Account-Based Marketing Opportunities Are At Current Customers #uberwebinar @uberflip

Slide 9

ROI of ABM “ABM Delivers The Highest ROI Of Any B2B Marketing Strategy Or Tactic” (ITSMA) How does ABM return on investment (ROI) compare to other marketing initiatives? % of Respondents (N=38) 42% Significantly higher 42% Somewhat higher About the same •  Focuses time and resources on accounts most likely to drive revenue (“zero waste”) •  Improves marketing-sales alignment •  Creates a better, more coordinated customer experience 16% ITSMA Account Based Marketing Survey, October 2013 #uberwebinar @uberflip

Slide 10

The Next Big Thing? ABM Today is Like Like Lead Nurturing in 2008 Marketers know they need to do it, and are trying to figure out how “Your timing is very good, based on what we see happening at Sirius. We launched an ABM practice in response to a groundswell.” “Account based marketing is red hot...several attendees named account based marketing as their top priority right now” “…it’s clear that we’ve passed the fad phase of ABM’s most recent comeback. Now, we’re solidly in the trend phase.” Google Trends “Sales has been doing account selling for years; marketing is now sophisticated enough to do some of the same tactics at scale.” ! #uberwebinar @uberflip

Slide 11

Account-Based Marketing Best Practices #uberwebinar @uberflip

Slide 12

#FlipMyFunnel ABM DEMAND GEN ABM Planning Starts With The Account, Not the Offer #uberwebinar What do we want to say? (offers) Where should we say it? (channels) Who should we say it to? (segments) Who are we trying to reach? (accounts) What should we say? (content) Where should we say it? (channels) @uberflip

Slide 13

Who Account-Based Marketing Where #uberwebinar @uberflip What

Slide 14

Pick Target Accounts Level 1: Reps Self-Select Level 2: Basic Data Level 3: Advanced Data Level 4: Predictive Analytics Tip: Limit list turnover (e.g. 25% per quarter) #uberwebinar @uberflip

Slide 15

Identify Contacts Build Your Database With the Right Contacts for Each Persona at Target Accounts Manual Purchase Predictive Representative companies; not exhaustive #uberwebinar @uberflip

Slide 16

Who Account-Based Marketing Where #uberwebinar @uberflip What

Slide 17

What What Does Sales Want From Marketing? New relationships: •  Accurate and clean contacts •  Air cover (awareness) •  Access and coverage (e.g. engagement heat map) •  Meetings (where person knows why they are meeting) Insights: •  Research: org chart, budget, initiatives, priorities •  Timeline: what’s gone to each customer, their status, etc. •  Reasons to call •  Account specific content “A meaningful and real relationship with the decision-makers + relationship with all significant decision influencers + understanding of the dynamics of the specific customers' business.” #uberwebinar @uberflip

Slide 18

With #ABM you need to knock on people’s doors. - @jonmiller ! #uberwebinar @uberflip

Slide 19

#uberwebinar @uberflip

Slide 20

Opt out, tune out, toss out ! #uberwebinar @uberflip

Slide 21

Not Interruption Marketing Outbound Does Not Mean Interruption Account-based marketing applies best concepts from demand generation to outbound prospecting: •  Helpful and valuable •  Focused on the buyer, not the company Personalized and relevant •  Highly measurable •  Continuously improving •  @uberflip Content driven •  #uberwebinar •  Deep sales and marketing alignment

Slide 22

Great ABM Requires Great Customer Knowledge “ A structured approach to developing and implementing highlycustomized marketing campaigns to markets of one. – ITSMA #uberwebinar @uberflip

Slide 23

Custom Content Use Custom Content to Get Into Accounts “Stories that the right people in your targeted companies would actually like to read and share.” – Freya News “75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business.” – ITSMA #uberwebinar @uberflip

Slide 24

Content is King ! #uberwebinar @uberflip

Slide 25

Internet Person! Awareness! Top of the funnel Problem! Middle of the funnel Solution! @uberflip Purchase! Bottom of the funnel Marketing Qualified Lead! #uberwebinar Short List! Sales Follow Up! Implement!

Slide 26

Internet Person! Awareness! Top of the funnel Problem! Middle of the funnel Solution! Bottom of the funnel Marketing Qualified Lead! #uberwebinar @uberflip Short List! Purchase! Implement! Big black void where bad things happen. Sales Follow Up!

Slide 27

Internet Person! Awareness! Problem! I think I have a problem, but I can’t quite put my finger on it. Solution! Got it! Now I need to research my options. Short List! Purchase! So many solutions! I’ll evaluate the top three. Marketing & Sales Lead Qualification! Content Marketing & Sales Enablement Content! #uberwebinar @uberflip Implement! Did I make the right choice? How do I get more value?

Slide 28

Figure out what kind of content they need. Align content creation with insight from sales. ! Address (and reinforce) common pain points. ! Create content that manages objections. ! Customize content that proves to be effective. ! #uberwebinar @uberflip

Slide 29

ü  Customize whitepaper to target specific accounts ü  Personalize videos with customized intro / outro and calls-to-action ü  Revamp case studies to align with account targeting ü  Create a content library of relvant blog posts that can be tailored to specific accounts or “account (audience) segments” #uberwebinar @uberflip

Slide 30

Questions to Ask ü  What are the objections of each decision maker in the buying process? ü  What are the main drivers for each decision maker? ü  What conversations are the decision maker’s having during the evaluation process? ü  What insights can we glean from current customers? #uberwebinar @uberflip

Slide 31

#uberwebinar @uberflip

Slide 32

Who Account-Based Marketing Where #uberwebinar @uberflip What

Slide 33

Channels Commonly Used ABM Tactics Events • Owned events • Partner events • Third-party events Outbound • Prospecting (SDR) • Email • Phone • Social • Direct mail / dimensional mailer Digital • Ads •  IP-based ads •  Retargeting (persona-based ads) •  Facebook / Twitter ads •  LinkedIn ads • Web personalization • Paid lead gen #uberwebinar @uberflip

Slide 34

Orchestration: It’s not about any one tactic; it’s the MIX of touches that drives success. ! #uberwebinar @uberflip

Slide 35

Example ABM Plays Open the Door • Get relationship with cold account •  •  #uberwebinar Accel-erator • Increase deal velocity and win rate Human Nurture • Stay in touch with helpful touches 63% connect rate, 5% opportunity rate $13,000 investment, $200,000+ revenue @uberflip Meetings Creator Account Qualifier • Schedule meetings at an event • Follow-up on inbound interest

Slide 36

TAILOR THE CONTENT EXPERIENCE #uberwebinar @uberflip

Slide 37

Content must organized so that buyers and your sales team to find. Spoon feed if necessary. Your Content Top of the Funnel By Topic #uberwebinar Middle of the Funnel By Type @uberflip Bottom of the Funnel By Vertical By Persona By Segment By Account

Slide 38

#uberwebinar @uberflip

Slide 39

L Generic #uberwebinar @uberflip

Slide 40

J Tailored #uberwebinar @uberflip

Slide 41

Personalized message Relavent content & CTAs #uberwebinar @uberflip

Slide 42

Metrics for ABM #uberwebinar @uberflip

Slide 43

Waterfall is Insufficient It’s called “business to business”, not “business to lead” @jonmiller #uberwebinar @uberflip

Slide 44

“ Don’t count the people you reach; reach the people that count. – David Ogilvy #uberwebinar @uberflip

Slide 45

“Big 5” ABM Metrics (1) Coverage Do you have sufficient data, opt-in contacts, and account plans for each target account? #uberwebinar @uberflip

Slide 46

“Big 5” ABM Metrics (2) Awareness Which target accounts have any awareness of us? Are they visiting the website? #uberwebinar @uberflip

Slide 47

“Big 5” ABM Metrics (3a) Engagement Are the right people at the account spending time with your company, is that engagement going up over time? #uberwebinar @uberflip

Slide 48

“Big 5” ABM Metrics (3b) Engagement Are the right people at the account spending time with your company, is that engagement going up over time? Marketing Qualified Account (MQA): An account (or discrete buying center) that has reached enough aggregate engagement. #uberwebinar @uberflip

Slide 49

“Big 5” ABM Metrics (4) Program Impact FOCUS % of successes from target accounts Are marketing programs reaching the target accounts? How much waste is there? COVERAGE % target accounts with a success #uberwebinar @uberflip

Slide 50

“Big 5” ABM Metrics (5) Influence How are the ABM activities improving sales outcomes such as deal velocity,win rates, average contract values, retention, and net promoter scores •  •  @uberflip “Accounts with >three engaged contacts = 15% higher contract values.” •  #uberwebinar “Top 25% engagement = 18% faster sales cycles.” “Accounts that attended that dinner = 16% more movement to next opp stage.”

Slide 51

ABM Market Map Content Interactions Orchestration Measurement Identify target accounts and contacts Understand what is relevant and resonant at account (triggers, priorities, etc.) Create accountspecific content and messaging to use in outreach Manage 1:1 account-specific interactions in channel – Events, Outbound, Digital (ads, web) Orchestrate intelligent account plans across teams and channels Show impact of ABM efforts: coverage, awareness, engagement, impact, influence Direct #uberwebinar @uberflip Complementary Web SDR Sales Paid Data Insights Ads Insights Predictive Selection

Slide 52

Download slides and get bonus ABM eBook at: engagio.com/slides ! #uberwebinar @uberflip

Slide 53

Tweetable Takeaways •  Account-based marketing coordinates personalized marketing and sales efforts to land and expand named accounts •  ABM delivers the highest ROI of any B2B marketing strategy or tactic •  Outbound does not necessarily mean interruption; use account-specific content to reach out •  There is no magic campaign; success comes from a mix of integrated tactics •  Leads are insufficient to measure account-based marketing; measure via coverage, awareness, engagement, impact & influence #uberwebinar @uberflip @jonmiller

Slide 54

QUESTION TIME! Hana Abaza VP Marketing, Uberflip @hanaabaza Jon Miller CEO and Co-Founder, Engagio @jonmiller hub.uberflip.com #uberwebinar @uberflip

Slide 55