ABM that Works: Coordinating Campaigns to Maximize Success
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Wouldn’t it be nice if there was one key tactic to unlock all your ABM engagement goals? As much as we all wish there was one, there is no silver bullet. The reality is, buyers are harder to reach than ever, and you can't lean on just one tactic or channel to fuel a repeatable revenue-generating engine. To be successful, it takes a thoughtfully coordinated and multi-faceted ABM strategy that gives your buyers opportunities to interact with you when and how they want. In this webinar, we reviewed how to break into untapped target accounts, fast-track already engaged accounts, accelerate sales cycles, and expand your footprint within existing accounts, by executing and coordinating multi-channel ABM plays.
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ABM that Works: Coordinating Campaigns to Maximize Success
- 1. Coordinating Campaigns to Maximize Success
- 2. Quick Introductions Daniel Rodriguez Head of Marketing at Alyce Stephen Farnsworth Head of Partnerships at Outreach Sandra Freeman Head of Strategic Marketing at Engagio
- 3. Agenda Intro to Coordinated Multi-Channel ABM Step #1: Identify ABM Campaign Purpose & Goals Step #2: How to Craft Cross-Channel ABM Plays Step #3: How to Coordinate ABM Plays to Align to Buyer Needs Putting ABM into Action: Your Next Steps 1 2 3 4 5
- 4. Personalized to your audience Easier to see ROI Better relationships with clients & prospects More effective marketing campaigns Shortens sales cycles ABM that works, looks like this WHY DO WE DO ABM? Aligns sales & marketing
- 6. How do you make sure you do that? RIGHT MESSAGE, PEOPLE, AND TIME Which accounts are ready to buy? What are the most effective ways to engage these buyers? What actually worked? How are we penetrating accounts? Which accounts are in my market?
- 7. 72% of buyers say they would rather connect with brands and businesses through multichannel marketing 90% of buyers expect consistent interactions across channels Only 14% of organizations say they are currently running coordinated marketing campaigns across all channels HOWEVER, Source: https://www.autopilothq.com/blog/multi-channel-marketing-statistics/
- 8. People will engage on their own terms, not yours
- 9. There is no silver bullet. You need to give buyers CHOICES to engage without being pushy. You need to be aware of where they are in their journey, to engage in the right way. The bottom line is...
- 10. Step 1. Identify ABM Purpose & Goals
- 11. Net-New Accounts w/ no Engagement Already Engaged Accounts Existing Opportunities Existing Customers Engage & Create Interest Start a Conversation and Set Meetings Accelerate Sales Cycles Expand within Existing Accounts WHO ARE YOU TRYING TO REACH... ...AND WHY? Determining how to design your ABM campaigns starts with identifying…
- 12. Account Selection Apply this Criteria... ...to inform your audience for each play Work with SalesDefine your ICP Leverage your Tech Stack New ICP Acct Engagement Fast-Track Engaged Target Accounts Pipeline Accelerator Target Account Expansion
- 13. Prospect Selection CMO VP of Sales Marketing Ops Demand Gen Manager Pick key personas to target Identify 6-10 targets that fit your personas Understand who your buyers really are Role/Responsibilities Behavioral/Intent Data Current Challenges Personal Interests 1. Identify Key Personas 2. Identify the Likely Buying Team 3. Get Personalized Insights
- 14. Step 2. How to Craft Cross-Channel ABM Plays
- 15. Avoid over-dependence on a single technique. Prospectors should be experts in two to four complementary techniques and know the pros and cons of each.” – Aaron Ross & Jason Lemkin, From Impossible To Inevitable “
- 16. Direct MailEmail The key ingredients to your ABM engagement strategy ABM ENGAGEMENT MIX Sales OutreachAdvertising Orchestration
- 17. How Fuze Does Targeted Advertising Early Stage Awareness Ads
- 18. How Fuze Does Targeted Advertising Active Opportunities and Accounts with High Levels of 3rd Party Intent
- 19. How Fuze Does Targeted Advertising How to: Based on Journey Stage, serve up relevant ads
- 20. Account-Based Direct Mail Immediately Actionable Thoughtful Gifting Real Personalization
- 21. Account-Based Direct Mail Immediately Actionable Thoughtful Gifting Real Personalization
- 22. Account-Based Direct Mail Immediately Actionable Thoughtful Gifting Real Personalization
- 23. How Fuze drives connections with personal direct mail at scale Targeting a CIO at Enterprise Tech Company Alyce finds out he’s SUPER into Motorcycles Abbie sends this book on Alyce’s recommendation Booked Meeting & Opened Opp!
- 24. 25+ reps using Alyce to Send Personal Gifts 10-15 gifts sent per week per rep $45M+ in pipeline generated How Fuze Drives Connections with Personal Direct Mail at Scale Abbie Crossen BDR “Meetings begin with a much more familiar feel since we've already broken the ice” “Alyce allows me to cut through the noise and get on the radar of busy high-level execs.”
- 25. Manager/ Director Product Marketing Enterprise (1000+) B2B Tech ICP Account-Based Email Relevant & Helpful in Context of Buyer’s Journey Highly Targeted Segments Targeted Messaging and Offer Vertical Market Segment Persona Seniority Product Marketing Managers at Enterprise B2B Tech Companies in Our ICP
- 26. Account-Based Email Relevant & Helpful Content Highly Targeted Segments Targeted Messaging and Offer All helpful concept for product marketers
- 27. Account-Based Email Relevant & Helpful Content Highly Targeted Segments Targeted Messaging and Offer Key Pain Point for Product Marketing Managers Clear point of value to help alleviate pain point
- 28. Personalized Communications Account-Based Sales Alignment with Marketing Shared Data & Intelligence
- 29. Personalized Communications Account-Based Sales Alignment with Marketing Shared Data & Intelligence
- 30. Personalized Communications Account-Based Sales Alignment with Marketing Shared Data & Intelligence
- 31. How Jellyvision Drives Account Efficiency Jeremy von Halle VP of Rev Ops Attention-getting combo of direct mails, emails, and phone calls Messaging coordinated with marketing engagement Lists curated by account score, personas & segmented by industry 44% Sequence email open rate 6.1% Sequence reply rate 25% Of accounts converted to opportunity Contacts triggered to sequence by persona on delivery 1 2 3 4
- 32. Chart out Your ABM engagement matrix Net New ICP Engagement Engaged Fast Track Pipeline Acceleration Target Account Expansion Advertising Brand Awareness Ads Persona + Industry-Based Ad to Watch Video Down-funnel Offer (ROI, Case Studies, etc.) Drive awareness with different personas/ buying groups Marketing Email Educational Blog Post Persona + Industry-Based Mid-Funnel Offer (Webinar, Ebook, etc.) Analyst Reports, Case Studies, Customer Webinars Account-specific case-studies Direct Mail Personal Gift to 4-6 Identified Key Stakeholders “Nurture Activation” Gift incorporated into Nurture Program Swag or high-value personalized gift to Champion to re-engage or accelerate cycle Sales sends Swag or high-value gift to new Sales Outreach Persona-Based Prospecting Sequence Inbound follow-up Sequence (Calls, Emails, Inmail) Opp Re-engagement Sequence- Stay top of Mind Leveraging existing inroads to reach new buying centers
- 33. Sales & Marketing Alignment to Action
- 34. Step 3. How to Coordinate Those Plays to Align to Buyer Needs
- 35. CONTEXT is King Creating coordinated campaigns doesn’t mean right people, right message, all at once... It means coordinating your engagement at the right time, and positioning it in the right context. ADS EMAIL SALES DIRECT MAIL
- 36. A disconnected sequence leaves gaps Send direct mail even though they’ve never heard of you Start advertising awareness ads Marketing email with invitation to webinar Direct Mail EmailAd Day 1 Day 6Day 3 Marketing Cold email from sales not referencing the direct mail sent Cold call from sales w/ voicemail not referencing direct mail LinkedIn InMail with no reference to webinar they were invited to InMailCall Day 2 Day 5 Sales Email Day 4 Day 7 Day 8 SEQUENCE OF EVENTS MATTERS
- 38. A coordinated approach treats your prospect as a person and not a number SEQUENCE OF EVENTS MATTERS Day 1 Day 6Day 3Day 2 Day 5Day 4 Day 7 Day 8 Start advertising to generate awareness & brand recognition Queue a Personalized Gift to be sent via direct mail Email your prospect to introduce yourself and let them know a gift is coming their way 1. Gift Gets Delivered 2. Call as soon as they engage to start a conversation Ad Ad Email Call
- 40. Let the BUYER dictate your next move Run your play until you have engagement Get the right automation & orchestration in place to immediately shift to the next play Repeat for next phase- guide your buyer through the journey NETNEWICP Ads Email Direct Mail Sales ENGAGED FASTTRACK Ads Email Direct Mail Sales SHIFT Awareness Educational Door Opener Cold Sequence Consideration ROI/ Case Studies Lead Activation Lead Follow-up Sequence
- 41. 3 Key Takeaways Multi-Channel Matters: Chart out your ABM Engagement Mix for each Play Personalization Matters: Treat Buyers as People, Not Numbers Timing & Context Matters: Meet Your Buyers Where They’re At 1 2 3