They say…
ABM will drive more revenue…
ABM will have amazing ROI…
They say that ABM will help align sales and marketing….
They say
ABM will bring world peace!!
getting carried away.
so much hype…. exagarated?
ABM is very effective
84% of marketers say ABM strategies outperform other marketing investments – ITSMA
92% of marketers say ABM is a must have strategy for the current B2B marketplace – Sirius Decisions
97% of marketers achieved higher ROI with ABM then with any other marketing initiative – Allterra
ABM is real.
but, what is ABM exactly?
ABM is all about focus
the accounts most likely to generate revenue
close faster, generate bigger deals
have strategic significance.
focusing on the accounts that matter.
what drove this ABM trend?
ABM sounds pretty simple?...
yes, and no.
concept is simple, BUT,
The technology wasn’t there
-the evolution of B2B marketing.
-good with digital marketing + scale
scoring, nurturing, engaging, pers
-but its a broad approach
-better at analytics, not all is effective
-Now, getting focused - fine tuning > drive rev & improve ROI
-from casting wide digital nets
to more focused and targeted marketing that scale
& target more then just a few accounts.
harpoons? …. scalable?
what if I miss?
Will the whale come after me?
in this digital era,
ABM is marketing with laser guns –
highly targeted,
laser-focused &
scalable.
So, how did we take this concept of targeted, laser-focused account-based marketing and built a product for ABM?
Let me share a little bit about the process we went thru
noticed the need and potential
started research
spoke with analysts and consultants
spoke to our own marketing team
spoke with you, our customers, studied your goals and your challenges.
found 3 facts about ABM and the technology you need to support it.
1. there are 3 essential components you must have : targeting, eng, mesure
2. You need them in one place
3. must be able to extend
Target – identify, target and manage accounts and account lists
Engage – orchestrate personalized, cross-channel campaigns over email, web, ads, mobile, social
Measure – evaluate revenue impact and optimize your ABM success with account analytics
And all of this needs to be done in collaboration with sales
Now let’s go through each of these tactics mapped to where someone is in their journey.
So in many cases, you will be targeting an account that has no idea who you are as a company. So what do you do in that case?
Here is where I think things have become very exciting. Unlike, several years ago where you had to depend on just dialing into accounts you can now build some brand awareness and brand preference with digital tactics like website personalization and personal retargeting.
Here I want to walk through one example of what we have done at Marketo.
One of our target verticals is healthcare. When key companies from the healthcare vertical visit our site, we can present them with a specific healthcare offer. This is going to feel a lot more relevant – than if we presented these companies with our standard offer.
Think about it this way – you would not send one generic email to your entire database – so similarly it doesn’t make sense to do that on your website.
Econsultancy in association with Monetate also recently have shown that marketers see an average increase of 20% in sales when using personalized web experiences.
Now you can do this for anonymous or known visitors – so this is a great way to initially engage people from target accounts who may be checking out your website.
Now here is a personalized remarketing ad we used. This was for marketing managers in healthcare.
Micro events are great for the engagement phase of the customer journey.
Here I am showing an example we did at Cannes and it was an invitation to a Linkedin and Marketo cocktail reception.
So in some cases you can leverage larger events by holding more exclusive dinners – and leverage the fact the key people you want to target are there.
Now I will go through an exclusive lunch series we did at Marketo so you can see this type of program in more detail.
We worked with sales to identify key territories we wanted to host these luncheons.
We worked with a thought leader Lori Wizdo who is a Principal Analyst with Forrester
Audience: Director and above marketing titles in the respective geographies
Goals: Create 2 new opportunities per event; accelerate open deals
Here is an example of the brief we create.
We do this because it is critical to set goals upfront and agree on metrics. Then everyone is aligned with the outcomes.
We also found that it is very important to have these 3 capabilities in one place –
early adopters of ABM found that they needed to sync lists between systems,
They tried to stich several engagement apps to orchestrate cross-channel engagements, one for email, another for web, ads… thats very hard, and most of them couldnt do it.
And reporting on success was very hard to since there was no central place for account analytics
3 essential components in one place
-no need to sync lists across systems
-One place to orchestrate campaigns presenting the right message
provide adaptive engagements
-One place to gather the data and provide detailed account analytics and program performance
Its your ABM HUB – your central system of records
#3 So, 3 essential in one place
only way to start and scale ABM
-But you may also need extend abm.
-many flavors of ABM
after essentials, may need additional
new biz> data, ads
cross-sell>predictive
-So, 3 essentials, in one + extensable
That was the base of our development process
1. Because Marketo provides all of the essential ABM capabilities, you save time and reduce complexity by eliminating the need to manage multiple ABM systems, integrations and data sets
2. Marketo unifies ABM and lead management in one solution making it easy for marketers to execute personalized campaigns for both accounts and leads in a single motion… you benefit from reaching key decision makers and deal influencers
3. Marketo provides you with a powerful ABM “hub” along with a complete ecosystem of partners to extend capabilities as you grow
Think of Marketo as the anchor to your overall ABM strategy
Implement Marketo first and expand from there
1. Because Marketo provides all of the essential ABM capabilities, you save time and reduce complexity by eliminating the need to manage multiple ABM systems, integrations and data sets
2. Marketo unifies ABM and lead management in one solution making it easy for marketers to execute personalized campaigns for both accounts and leads in a single motion… you benefit from reaching key decision makers and deal influencers
3. Marketo provides you with a powerful ABM “hub” along with a complete ecosystem of partners to extend capabilities as you grow
Think of Marketo as the anchor to your overall ABM strategy
Implement Marketo first and expand from there