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ACCELERATING YOUR ABM
EFFORTS WITH DRUPAL
Aug 22,
2019
2

Eric Williamson, VP
Digital Marketing
20+ years of digital marketing,
advertising experience and strategy.
To Deliver The Universal
Platform For The World’s
Greatest Digital Experiences
ACQUIA’S VISION
Jeff Calderone
CEO, Elevated Third
20+ years of experience
business and strategy for B2B.
Judd Mercer
Creative Dir,
Elevated Third
UX Strategy + Design
STRATEGY
EXPERIENCE
TECHNOLOGY
TAKEAWAYS
● Why ABM
● What is ABM
● Strategy for ABM
● Why Drupal for ABM
● ABM martech - best of breed narrative vs close...
ABM
28% of marketing budgets
are being allocated to ABM
ITSMA
Using ABM for at least one
year have seen a 10%
increase in reve...
ABM BASICS
WHAT YOU NEED
TO KNOW.
What is ABM?
Account Based Marketing is a way
to target sales and marketing efforts
only on accounts we are well-suited
to ...
VS
Traditional
marketing is a
shotgun-and-
filter approach.
Costly, and
inefficient. Bad.
ABM flips the
funnel so we
can focus effort
on well-suited
new/existing
clients. Good.
ABM PROCESS
HOW THE MAGIC
HAPPENS.
@siriusdecisions 17 © 2018 SiriusDecisions. All Rights Reserved
Marketing to Accounts or ABM?
Marketing to Accounts Accoun...
@siriusdecisions 18 © 2018 SiriusDecisions. All Rights Reserved
Defining Demand Approaches
• A targeted approach to a numb...
@siriusdecisions 19 © 2018 SiriusDecisions. All Rights Reserved
Element One: Available Account Insights
Demand creation fo...
In other words, the
bigger the account
and opportunity, the
time, effort and
budget should be
spent on it.
@siriusdecisions 21 © 2018 SiriusDecisions. All Rights Reserved
The SiriusDecisions ABM Framework
Organization, Roles and ...
ABM TECH.
LET’S GET
NERDY WITH IT.
23
Technology, especially over the last few
years has really reduced the overhead
required to create a targeted campaign.
...
INTEL.
25
27
"The only way to keep
up with this unfettered
innovation is through
integrations."
- Dries Buytaert,
Founder of Drupal,...
ABM, MEET
DRUPAL 8.
ABM, MEET
DRUPAL.
Drupal 8, the
latest and
greatest
enterprise open
source CMS.
Period.
Drupal 8’s API-first
approach means
data is available to
other software.
Digital Experience Platform
ID Management
CRM
Marketing Automation
Analytics
ABM
Service
ABM AT WORK
AT ACQUIA.
Perspective from the B2B sales & marketing experts
Marketing + Sales Outreach by Stage
Acquia ABM Campaign Stats (Q2)
Initial ABM list: 755 enterprise accounts in North America
+443% uplift on
industry page vi...
ABM AT WORK
AT ELEVATED
THIRD
Marketing Playbook Sales Playbook
6-week
campaign
Marketing Playbook Sales Playbook
Marketing Sales
Marketing Sales
Personal
Networks
Retargeting Ads
Paid Social
43
Highly
polished ABM
campaign.
Lack of personalized website.
Personalized website
Generic website
ABM
TRAFFIC
Personalized E3 Site
1:1 Email
outreach
Colleague
referral
Signature banner directs directly webinar
Promoted
Linkedin Pos...
47
Concurrent
Campaigns
ABM PERSONAL-
IZATION WITH
DRUPAL
©2018 Acquia Inc. — Confidential and Proprietary
Data-first personalization tool to deliver
in context experiences that driv...
50 ©2018 Acquia Inc. — Confidential and Proprietary
CRAWL
Lower effort, fast results
These are what you
can start with immed...
Geolocation
Marketing
Campaigns
Visit Frequency
Browsing Behavior Pages Viewed Known Information
Device/System
Completed E...
Acquia Lift Dashboard
Acquia Lift Reporting Insights
54
©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confident...
TAKEAWAYS
● ABM is proven to be a more effective approach
● Technology helps ABM scale, but you need process
● Open systems...
November 11-13
Hyatt Regency New Orleans
New Orleans, LA
Promo Code: GETENGAGED
*Discount is for $200 off ticketed price. D...
Questions? Thanks!
Getting Started & Accelerating ABM with Drupal & Acquia
Getting Started & Accelerating ABM with Drupal & Acquia
Getting Started & Accelerating ABM with Drupal & Acquia
Getting Started & Accelerating ABM with Drupal & Acquia
Getting Started & Accelerating ABM with Drupal & Acquia
Getting Started & Accelerating ABM with Drupal & Acquia
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Getting Started & Accelerating ABM with Drupal & Acquia

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For B2B marketers, traditional demand gen tactics are becoming less and less effective. Content strategies with undifferentiated content targeted to thousands of leads simply doesn’t work anymore. How can marketers break through the noise?

Account Based Marketing (ABM) has been a strategy favored by large enterprises for years. Through identifying and targeting key accounts, tailoring content, and executing strategies for the specific audiences’, companies that practice ABM see stronger marketing results.

A successful ABM campaign requires a targeted strategy, alignment between sales and marketing, and an integrated martech stack that can deliver personalized content to audiences.

In this webinar we will cover:
- How to get started with ABM the right way — and the tools you need to get the job done
- How integrating ABM platforms with Drupal can result in greater effectiveness with lead generation, increased retention and new market growth
- How personalized experiences with Acquia Lift and other technologies can help strengthen your ABM campaigns

Tackling both the strategic sales and marketing technology aspects of ABM, you'll walk away from this webinar with insights to improve your demand gen campaigns right away.

Published in: Technology
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Getting Started & Accelerating ABM with Drupal & Acquia

  1. 1. ACCELERATING YOUR ABM EFFORTS WITH DRUPAL Aug 22, 2019
  2. 2. 2  Eric Williamson, VP Digital Marketing 20+ years of digital marketing, advertising experience and strategy.
  3. 3. To Deliver The Universal Platform For The World’s Greatest Digital Experiences ACQUIA’S VISION
  4. 4. Jeff Calderone CEO, Elevated Third 20+ years of experience business and strategy for B2B.
  5. 5. Judd Mercer Creative Dir, Elevated Third UX Strategy + Design
  6. 6. STRATEGY EXPERIENCE TECHNOLOGY
  7. 7. TAKEAWAYS ● Why ABM ● What is ABM ● Strategy for ABM ● Why Drupal for ABM ● ABM martech - best of breed narrative vs closed ● Why personalization for ABM ● ROI / measuring results
  8. 8. ABM
  9. 9. 28% of marketing budgets are being allocated to ABM ITSMA Using ABM for at least one year have seen a 10% increase in revenue. Demandbase 85% of marketers that measured their ROI said their ABM initiatives outperform standard. ITSMA “84% of B2B marketers believe that ABM provides significant benefits for retaining and expanding current client relationships” SiriusDecisions
  10. 10. ABM BASICS WHAT YOU NEED TO KNOW.
  11. 11. What is ABM? Account Based Marketing is a way to target sales and marketing efforts only on accounts we are well-suited to help—and close. It’s about focus.
  12. 12. VS
  13. 13. Traditional marketing is a shotgun-and- filter approach. Costly, and inefficient. Bad.
  14. 14. ABM flips the funnel so we can focus effort on well-suited new/existing clients. Good.
  15. 15. ABM PROCESS HOW THE MAGIC HAPPENS.
  16. 16. @siriusdecisions 17 © 2018 SiriusDecisions. All Rights Reserved Marketing to Accounts or ABM? Marketing to Accounts Account-Based MarketingVS. • Based on available account insights• Based on business segmentation Account selection Account selection • Linked to buying center or contact-specific goals• Meeting the needs of a market segment Planning Planning • Chosen by account insights, preferences, needs• Chosen by persona needs/buyer’s journey stage Tactic selection Tactic selection • Account influence, growth, status, productivity• New inquiries/pipeline delivered Success metrics Success metrics
  17. 17. @siriusdecisions 18 © 2018 SiriusDecisions. All Rights Reserved Defining Demand Approaches • A targeted approach to a number of accounts in a specific segment • Broad-based marketing around common market segment attributes Defined Demand Named-Account/Industry Marketing • Highly customized approach to a small number of strategic accounts • An aligned approach to marketing against targeted segments Focused Demand Large-Account Marketing Marketing to Accounts Account-Based MarketingVS.
  18. 18. @siriusdecisions 19 © 2018 SiriusDecisions. All Rights Reserved Element One: Available Account Insights Demand creation focus driven by market information. Little known about individual accounts. Basic Account Insights DEGREE OF ACCOUNT INSIGHTS Unverified basic data exists about target or existing accounts. Examples include firmagraphic data, current spend and account contacts. Expanded Account Insights Verified account insight data exists. Extended contact, hierarchy and relationship data are present. Unverified insight via digital or predictive tools exists. Comprehensive Account Insights Comprehensive and validated account insights are known, and dynamic updating of insights is possible. Verified insight into an account’s future plans exists. Advanced Account Insights
  19. 19. In other words, the bigger the account and opportunity, the time, effort and budget should be spent on it.
  20. 20. @siriusdecisions 21 © 2018 SiriusDecisions. All Rights Reserved The SiriusDecisions ABM Framework Organization, Roles and Responsibilities, Skills and Training Technology Infrastructure Interlock/Communication Insights Education Scoping Resourcing Assessment Opportunity Identification Scoring Selection Prioritization Goals Messaging Support Inventory Tactic Selection Plan Delivery Pilot Expansion Full Rollout Participation Optimization Audiences Format/Timing Metric Selection Maturity Selection Maturity Audit Benchmarking Preparation Prioritization Planning Execution Measurement SiriusDecisions Account-Based Marketing Process Framework
  21. 21. ABM TECH. LET’S GET NERDY WITH IT.
  22. 22. 23 Technology, especially over the last few years has really reduced the overhead required to create a targeted campaign. The data and tracking, especially around intent has greatly improved and the speed to market is much quicker. A Practitioner's Guide to Account-Based Marketing “
  23. 23. INTEL.
  24. 24. 25
  25. 25. 27 "The only way to keep up with this unfettered innovation is through integrations." - Dries Buytaert, Founder of Drupal, CTO of Acquia
  26. 26. ABM, MEET DRUPAL 8.
  27. 27. ABM, MEET DRUPAL. Drupal 8, the latest and greatest enterprise open source CMS. Period.
  28. 28. Drupal 8’s API-first approach means data is available to other software.
  29. 29. Digital Experience Platform ID Management CRM Marketing Automation Analytics ABM Service
  30. 30. ABM AT WORK AT ACQUIA.
  31. 31. Perspective from the B2B sales & marketing experts
  32. 32. Marketing + Sales Outreach by Stage
  33. 33. Acquia ABM Campaign Stats (Q2) Initial ABM list: 755 enterprise accounts in North America +443% uplift on industry page views (17K+) 75 ads served 4,468 Display clicks 871 LinkedIn clicks 412 Facebook clicks 36 Topline Opps 1,534 Messages Sent 27 Conversations Drift ABM Chats 1,253,434 Total Impressions 0.73% Display CTR 0.33% LinkedIn CTR 0.14% Facebook CTR 17 Qualified Opps $2M+ in Pipeline
  34. 34. ABM AT WORK AT ELEVATED THIRD
  35. 35. Marketing Playbook Sales Playbook 6-week campaign
  36. 36. Marketing Playbook Sales Playbook
  37. 37. Marketing Sales
  38. 38. Marketing Sales Personal Networks Retargeting Ads Paid Social
  39. 39. 43 Highly polished ABM campaign. Lack of personalized website.
  40. 40. Personalized website Generic website ABM TRAFFIC
  41. 41. Personalized E3 Site 1:1 Email outreach Colleague referral Signature banner directs directly webinar Promoted Linkedin Post Webinar Signup Retargeting
  42. 42. 47 Concurrent Campaigns
  43. 43. ABM PERSONAL- IZATION WITH DRUPAL
  44. 44. ©2018 Acquia Inc. — Confidential and Proprietary Data-first personalization tool to deliver in context experiences that drive engagement and conversion KEY BENEFITS ﹣ Improved customer experience ﹣ Right content to the right person ﹣ Unified content and data in single tool ﹣ Increased conversions ﹣ More pageviews/time on site ﹣ Unified visitor profiles ﹣ Increased visitor insight
  45. 45. 50 ©2018 Acquia Inc. — Confidential and Proprietary CRAWL Lower effort, fast results These are what you can start with immediately (from a content AND data standpoint). They are low effort, with varying impact and fast results. WALK Requires more content & data but higher impact These require additional content and more data for further defined segments. They are medium to high effort, with corresponding impact. RUN More time & complexity, highest impact potential These require additional content, more personalization rules, and more data for further defined segments. They are high effort, with high impact -- over an extended period of time. A 3 Step Strategy for Personalization Success
  46. 46. Geolocation Marketing Campaigns Visit Frequency Browsing Behavior Pages Viewed Known Information Device/System Completed Events CRM Integration Cross-Channel Behavior Combination of Above CRAWLWALKRUN
  47. 47. Acquia Lift Dashboard
  48. 48. Acquia Lift Reporting Insights 54
  49. 49. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary Pulling data on company name and browsing behavior from DemandBase into Profile Manager Those visitors see a personalized welcome message, as well as tailored content and CTA’s Over 200 personalizations running on site The Result: Unified data for 360 customer view, and increased engagement metrics on personalized CTA’s Leverage Account Based Marketing Data for Personalization Cloud-based analytics provider Sold in 2015 for $600 million
  50. 50. TAKEAWAYS ● ABM is proven to be a more effective approach ● Technology helps ABM scale, but you need process ● Open systems and integration > closed proprietary ● Drupal connects ABM tools with available modules ● Drupal Web personalization is a powerful component to ABM
  51. 51. November 11-13 Hyatt Regency New Orleans New Orleans, LA Promo Code: GETENGAGED *Discount is for $200 off ticketed price. Discount code not to be combined with other offers. Valid for existing customers & those evaluating Acquia; not valid for partners. JOIN US!
  52. 52. Questions? Thanks!

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