Explore Invoca's Account Based Marketing journey.

1. Invoca’s ABM Journey
Julia Stead, Director of Demand Gen
@juliastead

2. Spring 2015 – Big Marketing Challenges to Overcome
• Quickly grow our pipeline without substantially increasing budget
• Get better engagement and results from current campaigns
• Close more opportunities
@juliastead

3. With any given
marketing campaign
(trade show, CPL
programs, inbound leads),
only a small % were
actually potential
buyers of Invoca.
@juliastead

4. = low program engagement
= low lead to opportunity conversion rates
= no clear way to scale pipeline growth without
major increase in marketing budget
@juliastead

5. The Solution: ABM
= low program engagement
= low lead to opportunity conversion rates
= no clear way to scale pipeline growth without
major increase in marketing budget
@juliastead

6. Our ABM Timeline
May 2015
• Learned about ABM and attended sessions at SiriusDecisions
Summit in Nashville
• Spoke with peers, industry Analysts, and key tech providers
@juliastead

7. July 2015
• Developed initial roll-out framework for campaign structure
• Began account selection process with sales
Our ABM Timeline
May 2015
• Learned about ABM and attended sessions at SiriusDecisions
Summit in Nashville
• Spoke with peers, industry Analysts, and key tech providers
@juliastead

8. July 2015
• Developed initial roll-out framework for campaign structure
• Began account selection process with sales
August 2015
• Launched initial test ABM campaigns with email, direct mail, and sales outreach
Our ABM Timeline
May 2015
• Learned about ABM and attended sessions at SiriusDecisions
Summit in Nashville
• Spoke with peers, industry Analysts, and key tech providers
@juliastead

9. July 2015
• Developed initial roll-out framework for campaign structure
• Began account selection process with sales
August 2015
• Launched initial test ABM campaigns with email, direct mail, and sales outreach
October 2015
• Revised account selection and management process
• Rolled-out omnichannel campaigns on larger scale, including display
Our ABM Timeline
May 2015
• Learned about ABM and attended sessions at SiriusDecisions
Summit in Nashville
• Spoke with peers, industry Analysts, and key tech providers
@juliastead

10. Flipping The Funnel: ABM Model
@juliastead

11. Master list of desirable
accounts
Refined account list by territory
(25/75)
Data validation with predictive
analytics
Identify Accounts1
@juliastead

12. Built out relevant and accurate
contact lists for each ABM account:
• Leveraging 3rd party tools + with manual prospecting research by SDR team
• Initial goal of 3 contacts per account (more for large enterprises, fewer for SMB)
Expand: Find the right people2
@juliastead

13. Built out relevant and accurate
contact lists for each ABM account:
• Leveraging 3rd party tools + with manual prospecting research by SDR team
• Initial goal of 3 contacts per account (more for large enterprises, fewer for SMB)
Invested in LeanData platform to get holistic
view of accounts:
• Matching leads to known accounts
• Automatically matching leads & converting contacts to target accounts
Expand: Find the right people2
@juliastead

14. We rolled out ‘omnichannel nurturing’, so contacts get a consistent set of
messages across all channels, that progress hem through their path to
purchase.
Engage: Leverage all channels
Direct Mail Email Display SDR outbound
3
@juliastead

15. Measuring Results and Advocacy
Switched to multi-touch attribution model, to measure impact of all
ABM campaigns
4
@juliastead

16. Main KPIs
• Total amount of influenced pipeline ($)
• Pipe to spend ratio across all ABM programs (goal: 10x)
• Overall conversion rate (%) and win rate (%)
• Compare conversion and engagement rates for ABM
campaigns vs previous
Measuring Results and Advocacy4
@juliastead

17. Measuring Results and Advocacy
Secondary KPIs
• Isolating specific channels to measure uplift impact (display)
• Number of engaged ABM accounts (%), portion of engaged
contacts within ABM accounts (%)
4
@juliastead

18. • Increase in total pipeline after beta ABM programs launched:
1.8X more pipeline than last 2Q
Results
@juliastead

19. • Increase in total pipeline after beta ABM programs launched:
1.8X more pipeline than last 2Q
• Pipeline to spend ratio for beta ABM programs: 26X
Results
@juliastead

20. • Increase in total pipeline after beta ABM programs launched:
1.8X more pipeline than last 2Q
• Pipeline to spend ratio for beta ABM programs: 26X
• Lift in opportunity creation rates when ABM display campaigns
were added: 50-200%
Results
@juliastead