#FlipMyFunnel Boston 2016 - Lindsy Lettre and Adam New-Waterson - The Big Dig: The Architecture of ABM Campaigns
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The Big Dig: The Architecture of ABM Campaigns with Lindsy Lettre, Marketing Operations Manager at InsightSquared and Adam New-Waterson, CMO at LeanData
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#FlipMyFunnel Boston 2016 - Lindsy Lettre and Adam New-Waterson - The Big Dig: The Architecture of ABM Campaigns
- 1. The Big Dig The Architecture of ABM Campaigns
- 2. Introducing Adam New-Waterson Chief Marketing Officer LeanData @RevTechCMO Lindsy Lettre Marketing Operations InsightSquared @SupLindsy
- 3. HOW INSIGHTSQUARED ARCHITECTED THEIR ABM STRATEGY 3
- 6. 6 The Move From Leads to Contacts Lead-Based Workflow Contact-Based Workflow
- 7. Lead-Based Routing Account-Based Routing Rep A Rep CRep B Rep B
- 8. Technology Stack Working Together for ABM
- 9. 9 InsightSquared’s MQA Process • Known Target Account, Rated ‘A’ by Infer • 2 eBook downloads in last month from sales ops, 5 email opens from CEO (50 minutes) • Known Salesforce user, Firmographic data unknown, Rated a ‘C’ by Infer • Free Trial request (100 minutes) Company 1 Company 2
- 10. Marketing Qualified Account Creation Volume 10 Dummy Data
- 11. MQAs Convert to Opportunities at 20% 11
- 12. MQAs are Twice as Likely to Convert to Deals 12
- 13. 14
- 14. 14
- 15. Scalable & Traditional Targeted Marketing Tactics Sales Trigger High Value Offers & Increased Effort Email | Paid Webinars | Blog Organic | Events Direct Mail Dinners What’s Next for InsightSquared? 16
- 16. JUST JUMP IN…
- 17. WHAT LEANDATA LEARNED FROM OUR ABM JOURNEY 17
- 18. In Q2’15 when I was hired We Went All-In with ABM
- 19. 19 Since Q2’15 LeanData has been Account-Based • Account Mapping via Content Syndication • Account Mapping via List Building • Account-Based Advertising • Account Nurturing Campaigns • Predictive Analytics • Targeted Networking Events • ADRs focused on Inbound + Outbound • Sales & Marketing Alignment
- 20. The Old Metrics weren’t working Needed a better way to describe Marketing’s Contribution
- 21. Pipeline & Bookings were Directional, not Predictive
- 22. We needed a new definition Marketing wasn’t qualifying anything
- 23. 23 We chose Marketing Activated Accounts Q3 Q4 Q1 Q2 • Stricter definitions of engagement • New values for how we measure events • Lots of analysis, tweaking, and rediscovery
- 24. We had an idea, but couldn’t execute Turned to Development to Help us Innovate
- 25. What Is the Definition of an Activation? Marketing Activated Active in Sales
- 26. 26 How Sales & Marketing Work Together Marketing Activated Active in Sales
- 28. Once we could measure, we found process problems How do we handle non-targets?
- 29. Target Accounts Account Executive – 100 accounts Account Development Rep – 150 accounts All other accounts are owned by a single user AE ADR Non-targeted Account Pool
- 30. Some of our fastest velocity deals come from the deep-end of the Account Pool Who owns net new non-targeted leads?
- 31. Net New Leads AE ADR Non-targeted Account Pool Lead Queue A Lead Queue B Lead Queue C
- 32. 32 Development Built an Easy Account Transfer
- 33. Our Future Includes… Automated Round Robin of Marketing Activated Accounts
- 34. Adam’s ABM Tips Just get started. Even if you can’t execute a perfect ABM campaign, don’t wait to start.
- 35. Adam’s ABM Tips Get Sales Alignment prior to creating major campaigns. Don’t create things that won’t work for your customer.
- 36. Adam’s ABM Tips Push budget to targeted campaigns that prove results, but don’t forget to iterate and experiment.
- 37. Adam’s ABM Tips Continue to do broad campaigns that serve the needs of your targets. Webinars, Events, etc
- 38. Adam’s ABM Tips It takes a campaign village. Use every channel appropriate to communicate with your targets.
- 39. Adam’s ABM Tips This is hard work. Hard to measure effectively. And completely worth it. Don’t give up.
- 40. Q&A Tweet with us @RevTechCMO @SupLindsy #FlipMyFunnel
Editor's Notes
- Smart marketers get the value of Account-Based Marketing. Perhaps this is because companies are 67% better at closing deals when sales and marketing teams are in sync (Marketo) …they also generate 208% more revenue for their marketing efforts. (MarketingProfs) Maybe this is why 52% of companies say they currently have ABM pilot programs in place, though only 20% of businesses have had an ABM strategy in place for more than one year…and they’re already seeing the value. (SiriusDecisions) But a fully developed account-based marketing strategy enables marketers to engage key personas at their target companies, which is why more than 80% say that ABM outperforms other marketing initiatives. (ITSMA)
- Two Pronged Marketing Too many leads, overwhelmed. Too much time on bad leads, decay of overall quality
- Sales started ABS, Marketing ABM. No switch to flip, many ops changes (Eloqua to Marketo // LBW to CBW) Major tech changes, fully invested & structured for ABM.
- Biggest tech change was lbw to cbw Who knows the difference between a lead and a contact? Leads Suck for everyone, you can’t do ABM with leads. Leandata tech = cleaner DB
- LBW to CBW was only step 1. Two reps / Two contacts / 1 account without knowing it. Wasting time & embarrassing situations Bigger pictures, see the entire engagement story. We sell to orgs, not individuals
- Large tech stack. Must work in tandem. Engagio / Marketo / Infer / SFDC Example Terminus Grader Tool Tools ensure reportable and repeatable process. Complex system = time investment. Preschool teacher making systems play nice together. Build for what you need and not what you want. Believe me.. We tripped ourselves up building for the ideal state and not the real state.
- MQA is not an MQL with a new last name. It’s a different animal entirely. MQA is a proxy for pipeline. Accounts more likely to become opps than any other account. With SLA Explain examples The more you look like you’re in our customer sweet spot, the less engagement you need to become an MQA
- Dummy data – Hate to be that marketing team in July. Basic measurement, # create versus MQA goal. Ensures our systems/reporting is functioning properly and that we’re running marketing campaigns that are creating engaged accounts for sales team.
- Ensures quality MQAS to sales. Quality and not just quantity.
- Further down the sales funnel MQAs are twice as likely to convert to deals, this is the true metric that shows how well marketing is doing. Evaluate constantly & apply knowledge
- Closed lost sneaker campaign – First picked accounts for sales team. It was okay, wasn’t a home run. We then let sales team pick the accounts, this was a grand slam. 1 in 5 became revived opportunities If we didn’t run multiple iterations we could have missed out on a killer campaign.
- This wasn’t just sneakers, we saw this with energy drinks too (sales team involvement) Energy drink story If we sent energy drinks to an account, they were 40% more likely to buy our software.
- Everything I’ve discussed so far is marketing for after the opportunity is created. Marketing has to also help creation quality opportunities. Now I know this is a funnel, and I may get thrown off stage for throwing a funnel @ FMF… but Were opening up the top of our funnel to get more accounts in it. Sales Trigger occurs, and then the account receives high value offers. Coming together of sales and marketing, not jsut throwing shit over the wall. Helping cold to close.
- Jump in before you’ve perfected systems / reporting / plays Run fast campaigns, w/ multiple iterations No one is perfect. You’re going to stumble, chernov always said we may fall, but that we should always fall forward.