Social distancing is a byword now often heard in B2B companies, but what about the departmental distance between your own organization's sales and marketing teams? This detachment can lead businesses to use the wrong account-based marketing programs (ABMs) as an instant fix, but it isn’t a magic tool that will make all your problems disappear. Join James Gilbert, CMO at CRMNEXT, for his in-depth & exclusive session about properly using intent data during your ABM campaign.
6. 6
What it’s not?
• A list of accounts
• “Air Cover” for sales
• Advertising to accounts
• An ABM vendor
• 1-to-1 messaging or 1-to-
many messaging
• Content Strategy
• Intent data alone
• Account alerts to sales
• Web Personalization
A Business and GTM
Strategy that requires work,
prep, alignment,
collaboration, and data
architecture for it to work
well
What it is?
11. 11
STEPS TO WIN THEM OVER
1. Do a quick-win campaign to show how it can help all areas
of the business
2. Teach the C-Suite the value of a unified approach (CX)
3. Narrow your focus with your GTM & do it with data (Intent)
4. Segment your audience so it can be prioritized (Intent)
5. Agree on the who the buying committee is
6. Do sales, literally do it with a rep
Customer Success,
Support/Service
Sales Product C-Suite
12. What most of them really
feel like…
86% of B2B CMOs reporting that the consider customer
experiences to be very important, yet 57% of them reported
only marginal CX performance. (Accenture)
84% of organizations working to improve CX report an increase
in revenue (Qualtrics)
As marketers become the go-to data
experts, chief marketing officers will
soon take ownership of the customer
experience.
86% of chief marketing officers and senior
marketing executives in a recent Economist
Intelligence Unit and Marketo report study
believe that, by 2020, they will own the entire,
end-to-end customer experience.
CX + MARKETING
We become owners of the customer experience when we can leverage the data
throughout the journey for every function, are you ready?
13. Customer Journey Process Example
Digital Awareness
Offline Awareness
Digital On Board
Offline
OnBoard
Landing Page
Form Fill
Onsite Demo /
Request More Info BDR or Sales
Engagement Sales Transition
BDR or Sales
Engagement
Nurture with Direct Mail, Account
Insights, Email, Paid
Campaign
Nurture
Nurture Channels: Digital, Direct Mail, Email, Social,
Offline
Turn Back to Nurture
Vision
Match?
Vision Match
Live Chat
PROSPECTING
Outbound calls, email &
social queries to support
pre- and post-event lists
and predefined audiences.
MQL/MQA
MQL/
MQA
SQL/SQA
SAL/SAA (BDR
agrees on
MQL/MQA)
SAL/SAA
(Denial)
SQL/SQA (Sales
agrees to take the
lead)
Unique Opportunity Stages (Sample)
1. Demo Scheduled
2. Demo Performed
3. Closed Won
4. Closed Loss
Customer Centric
Marketing: Survey
Customer
Webinars
PAID MEDIA
PR/SEO/ORGANIC
PODCAST
Nurture on Upsell Track
Case Study/
Testimonial
6 Months
9 Months
Referral
PUBLICATIONS
Unique
Channels
Toolkit
Videos
Influencer
Campaigns
Email Community
Blogs G2 Crowd Terminus
Demandbase
Quora
Direct Mail
SOCIAL MEDIA POST
SPOONSORED EVENTS
NATIONAL EVENTS
14. Customer Journey Process Example
Digital Awareness
Offline Awareness
Digital On Board
Offline
OnBoard
Landing Page
Form Fill
Onsite Demo /
Request More Info BDR or Sales
Engagement Sales Transition
BDR or Sales
Engagement
Nurture with Direct Mail, Account
Insights, Email, Paid
Campaign
Nurture
Nurture Channels: Digital, Direct Mail, Email, Social,
Offline
Turn Back to Nurture
Vision
Match?
Vision Match
Live Chat
PROSPECTING
Outbound calls, email &
social queries to support
pre- and post-event lists
and predefined audiences.
MQL/MQA
MQL/
MQA
SQL/SQA
SAL/SAA (BDR
agrees on
MQL/MQA)
SAL/SAA
(Denial)
SQL/SQA (Sales
agrees to take the
lead)
Unique Opportunity Stages (Sample)
1. Demo Scheduled
2. Demo Performed
3. Closed Won
4. Closed Loss
Customer Centric
Marketing: Survey
Customer
Webinars
PAID MEDIA
PR/SEO/ORGANIC
PODCAST
Nurture on Upsell Track
Case Study/
Testimonial
6 Months
9 Months
Referral
PUBLICATIONS
Unique
Channels
Toolkit
Videos
Influencer
Campaigns
Email Hellobar
Blogs G2 Crowd Terminus
Demandbase
Quora
Direct Mail
SOCIAL MEDIA POST
SPOONSORED EVENTS
NATIONAL EVENTS
BRAND
BRAND
BRAND
Messaging &
Positioning
Cause
Marketing
Social
Proof
Sales
Feedback
Persona,
TAM, ICP
Product
Marketing
15. Customer Journey Process Example
Digital Awareness
Offline Awareness
Digital On Board
Offline
OnBoard
Landing Page
Form Fill
Onsite Demo /
Request More Info BDR or Sales
Engagement Sales Transition
BDR or Sales
Engagement
Nurture with Direct Mail, Account
Insights, Email, Paid
Campaign
Nurture
Nurture Channels: Digital, Direct Mail, Email, Social,
Offline
Turn Back to Nurture
Vision
Match?
Vision Match
Live Chat
PROSPECTING
Outbound calls, email &
social queries to support
pre- and post-event lists
and predefined audiences.
MQL/MQA
MQL/
MQA
SQL/SQA
SAL/SAA (BDR
agrees on
MQL/MQA)
SAL/SAA
(Denial)
SQL/SQA (Sales
agrees to take the
lead/account)
Unique Opportunity Stages (Sample)
1. Demo Scheduled
2. Demo Performed
3. Closed Won
4. Closed Loss
Customer Centric
Marketing: Survey
Customer
Webinars
PAID MEDIA
PR/SEO/ORGANIC
PODCAST
Nurture on Upsell Track
Case Study/
Testimonial
6 Months
9 Months
Referral
PUBLICATIONS
Unique
Channels
Toolkit
Videos
Influencer
Campaigns
Email Hellobar
Blogs G2 Crowd Terminus
Demandbase
Quora
Direct Mail
SOCIAL MEDIA POST
SPOONSORED EVENTS
NATIONAL EVENTS
Account Selection
& Persona
ABM Account
Expansion &
Personalization
ABM Finger Print
ABM Account Expansion
& Personalization
BRAND
BRAND
BRAND
Messaging &
Positioning
Cause
Marketing
Social
Proof
Sales
Feedback
Persona,
TAM, ICP
Product
Marketing
Customer
Advocacy
ABM Account
Expansion &
Personalization
16. Customer Journey Process Example
Digital Awareness
Offline Awareness
Digital On Board
Offline
OnBoard
Landing Page
Form Fill
Onsite Demo /
Request More Info BDR or Sales
Engagement Sales Transition
BDR or Sales
Engagement
Nurture with Direct Mail, Account
Insights, Email, Paid
Campaign
Nurture
Nurture Channels: Digital, Direct Mail, Email, Social,
Offline
Turn Back to Nurture
Vision
Match?
Vision Match
Live Chat
PROSPECTING
Outbound calls, email &
social queries to support
pre- and post-event lists
and predefined audiences.
MQL/MQA
MQL/
MQA
SQL/SQA
SAL/SAA (BDR
agrees on
MQL/MQA)
SAL/SAA
(Denial)
SQL/SQA (Sales
agrees to take the
lead)
Unique Opportunity Stages (Sample)
1. Demo Scheduled
2. Demo Performed
3. Closed Won
4. Closed Loss
Customer Centric
Marketing: Survey
Customer
Webinars
PAID MEDIA
PR/SEO/ORGANIC
PODCAST
Nurture on Upsell Track
Case Study/
Testimonial
6 Months
9 Months
Referral
PUBLICATIONS
Unique
Channels
Toolkit
Videos
Influencer
Campaigns
Email Hellobar
Blogs G2 Crowd Terminus
Demandbase
Quora
Direct Mail
SOCIAL MEDIA POST
SPOONSORED EVENTS
NATIONAL EVENTS
Account Selection
& Persona
ABM Account
Expansion &
Personalization
ABM Finger Print
ABM Account Expansion
& Personalization
Intent Data
BRAND
BRAND
BRAND
Messaging &
Positioning
Cause
Marketing
Social
Proof
Sales
Feedback
Persona,
TAM, ICP
Product
Marketing
Customer
Advocacy
ABM Account
Expansion &
Personalization
17. INTENT LAYERS
It should be a piece of cake, right?
Customers, Review Sites, Gartner Peer Insights,
Call Recordings
Analysts, Influencer validation, TAM metrics, ICP
metrics
Competitive Software, Contract details,
current software, segmentation
Lead scoring, Content topic intent,
podcast, attribution, Community
Bombora, Review Sites, ABM scoring,
sales intelligence, & Personal insights
Customer Voice
Market Intelligence
Technographics & Demographics
Demand Gen & Brand
Account Engagement
Customer Success,
Support/Service
Sales Product
Two-way input, strategy &
feedback goes both ways
C-Suite
21. Community Behind Causes
- Evergreen quarterly or yearly
- Free market research
- Customer Voice Data
- Pain Point Validation
$0
Right on The Money
22. Intelligence
& Intent
Content Advertising Email & Text Community
Gifting/Direct
Mail
Chat Personalization
ABM Example Playbook
Web
By Role
By Persona
By
Tier/Segme
nt
Gong
G2/Review
Sites
Podcast
Unique
Content &
Gift
Technogra
phics
Customers
Timely
Simple
Marketing
behind
causes
Paid
Promos
By Role
By
Tier/Segm
ent
LinkedIn
All assets
Analysts One Campaign Theme for it all
ABM
Platform
FB, Google,
and others
By unique
pain and
value
By unique
pain and
value
