Maria Pergolino, VP of Marketing at Apttus, recently presented “Account Based Marketing & Predictive Marketing— Beyond the Bullshit” at the #FlipMyFunnel Austin.

1. Account Based Marketing
& Predictive Marketing—
Beyond the Bullshit

2. Maria Pergolino
Apttus
Global Vice President, Marketing
@inboundmarketer
Previously:

3. THE ONLY END-TO-END
QUOTE-TO-CASH SOLUTION
100% ON SALESFORCE
SOLUTIONS FOR COMPANIES OF
ALL INDUSTRIES AND SIZES
FIND US AT BOOTH #NUMBER

4. Organize for Target Account Success
SVP
Brand (9) Advocacy (5) Field (7) Demand (20)
Product Mktg
(11)
@inboundmarketer

5. Marketing
5
Customer
ChannelsContent
@inboundmarketer

6. Types of Content:
• Articles/Blog Post
• App
• Books/Ebooks
• Brochures
• Case Studies
• Commercial
• Courses
• Demos
• Email Content
• Free Trials
• Gifts
• Images
• Guides/Manuals
• Podcasts
• Presentations
• Press Releases
• Surveys
• Videos
• Web Pages
• Webinars
• White Papers
• Widgets
Types of Channels:
• Communities
• Content
Syndication
• Direct Mail
• Display (Online)
• Display (Physical)
• Email
• Field Events
• Instant Message
• Mobile
• One-on-One
• Online
• Pay Per X
• Press
• Print
• Radio
• RSS
• Social
• Telemarketing
• Text
• Trade Shows
• TV
Marketing
Personalized Content Targeted Channels

7. Types of Content:
• Articles/Blog Post
• App
• Books/Ebooks
• Brochures
• Case Studies
• Commercial
• Courses
• Demos
• Email Content
• Free Trials
• Gifts
• Images
• Guides/Manuals
• Podcasts
• Presentations
• Press Releases
• Surveys
• Videos
• Web Pages
• Webinars
• White Papers
• Widgets
Types of Channels:
• Communities
• Content
Syndication
• Direct Mail
• Display (Online)
• Display (Physical)
• Email
• Field Events
• Instant Message
• Mobile
• One-on-One
• Online
• Pay Per X
• Press
• Print
• Radio
• RSS
• Social
• Telemarketing
• Text
• Trade Shows
• TV
Marketing with ABM
(One or more customized to the account or buyer)
Gifts
Direct Mail
Mobile
Surveys

8. Because ABM is targeted,
and primarily benefits the
potential buyer, we can
spend more per engagement.
@inboundmarketer

9. ABM Only Campaign:
1. Identify Target Accounts
2. Identify Decision Makers AND Influencers
3. Clean Account AND Lead/Contact Data
4. Create Content (Personalized & Relevant)
5. Select Channel or Combination of Channels
6. Run Campaigns
7. Review Results and Optimize
ABM As Part of Overall Marketing Mix:
1. Identify Target Accounts
2. Identify Decision Makers AND Influencers
3. Clean Account AND Lead/Contact Data
4. Create “Big Rocks”
5. Build ABM Plan
6. Run Campaigns
7. Review Results and Optimize
Apttus ABM Approach
@inboundmarketer

10. • Manual effort started January 2013, based on:
– Revenue & Employee Count
– Location
– Industry
– Salesforce User
– Relationship to Current Customer or Apttus Exec/Sales
• Updated every time we:
– Hire a new rep
– Obtain new/relevant data
– Someone turns into a customer
– Our products change
• Now enhanced with Predictive Lead Scoring/Generation
Creating Our Target Accounts

11. Process:
• Provided Everstring API access to
Salesforce
• Provided Everstring our target account list
(~3K names at the time)
• Received ~400 suggested target accounts
• Added relevant titles based on our
personas and began sending campaigns to
these names
Important Note: Account Scoring is a pain-in-the-ass if you’re
trying to do it on your own. Complain to your Marketing
Automation vendor about this.
Results:
• Identification of 400 accounts that have
now
• 37 Opportunities representing $6,432,705
in pipeline in 6 months
• Now use their scoring as Apttus Account
Score (we also use Behavior Score and
Demographic Score)
Predictive Analytics Case Study
@inboundmarketer

12. Apttus ABM Campaign Example
 
400+ Target Accounts
found via Predictive
Demand Gen
Direct Mail sent to
Decision Makers
with PURL
Upon Delivery,
Personalized Email
Task to Call
Created in SFDC

SLA
Reminders
CONNECTED WITH OVER 40% OF PRIMARY CONTACTS, 60% ACROSS ACCOUNTS

13. ABM as Part of “Big Rocks”

14. • Tokens – {(Field=FirstName)}
• Web Personalization (MKTO RTP)
• Purls – companyname.com/maria-awesome
• Dynamic Content
– Personalized
– Unique Content & Messaging
Personalization is Key
@inboundmarketer

15. • Define data sources
• Clean-up duplicates
• Normalize data
• Match companies
• Define leads versus contacts
• Consider manual checks
Data has to be Accurate
15

16. Go Beyond the Decision Maker
Identify
Decision Maker Email Program
Follow-up
w/ ALL
Zero Waste
Advertising
Inmails
Micro-Event
& Direct Mail
Identify
Influencers
Email Program
Follow-up w/
those who
engage
Targeted
Display Postcard
Decision maker:
Influencers:

17. • Customer Retention
• Customer Up-Sell and Cross-Sell
• Partners
• Influencers and Media
Leverage ABM Further
@inboundmarketer

18. Utilizing Channels for ABM

19. Online & Display
Company Specific:
Individual Specific:
Display & InMails Targeted ads by Email
@inboundmarketer

20. Many vendors who will let you purchase based on your target accounts.
Key is asking to do this by target account—typically not just offered.
Content Syndication

21. • PURLs and dynamic content
• Dimensional packaging
• Priority Delivery
• Integrated with MA or CRM
Direct Mail

22. High Value & Personalized “Marketing” Emails

23. • Put work in before the show
• Consider campaigns to identify who is attending
• Schedule meetings with target accounts
• Go above and beyond – customized gifts, event plans, etc.
Trade Shows
@inboundmarketer

24. • Advisory Boards
• Field Events
• User Groups
White Glove Programs (One-to-Few)

25. • Roadshow for 1
• Briefing Center
• Chatter Groups or Community Groups
White-Glove Programs (1-to-1)

26. • Customized Landing Pages
• Webs Personalization
• Personalized Banner Images in Email
• Personalized Videos
• Personalized Microsites & PURLs
Unique Personalized Content

27. • BDRs deliver highlight targeted “plays”
• Fulfillment center
• Customized Landing Pages
BDR and Sales Tools

28. The Solution?

29. Apttus Marketing Stack
Advocacy
Creative & Development
Lead Generation Funnel Acceleration & ABMBrand & Content

30. Market Your Own Marketing
• Win Stories including marketing
contributions
• Highlight in all internal channels
(Chatter, newsletters, posters, etc.)
• Win/Loss Analysis (with shared results)
• Shared clear Reporting in non-
marketingy speak
Add Your Screenshot to
Layer Below Laptop
Screen

31. Measuring Success

32. Apttus
1400 Mariners Island Blvd.
San Mateo, CA 94404
650-898-7417
@inboundmarketer
mpergolino@apttus.com
www.apttus.com
Maria Pergolino
Global Vice President
Marketing
Questions and Contact