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ABM Success Path - Infrastructure & Campaign Secrets Unveiled


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As presented during the Marketo Summit 2016 with Josh Hill. Whether you're just getting started in ABM or well on your way, here are the infrastructure and campaign tips and tricks to crush it.

Published in: Marketing

ABM Success Path - Infrastructure & Campaign Secrets Unveiled

  1. 1. ABM Success Path Infrastructure & Campaign Secrets Unveiled Josh Hill Marketing Technologist, Marketing Rockstar Guides, RingCentral Charlie Liang Director of Marketing, BigPanda
  2. 2. Page 2 #MKTGNATION Who are we? • 5x Marketo Champion • MCE, MCA • Marketing Technologist and demand generator • 4x Marketo Champion • SFDC, GA, Marketo Certified • Digital Marketing Expert Charlie Liang Josh Hill
  3. 3. Page 3 #MKTGNATION Where are you in the ABM Journey?
  4. 4. Page 4 #MKTGNATION ABM explodes, vendors pivot, and marketers scramble • 41% of firms over $500MM claim to use ABM (DemandMetric, Sept 2015) • 76% of firms claim to be “considering or more” ABM • 34% said they did not understand ABM. • 11% said technology was a barrier
  5. 5. Page 5 #MKTGNATION Why use ABM?
  6. 6. Page 6 #MKTGNATION Need to achieve scale with the 5 to 20 people involved…
  7. 7. Page 7 #MKTGNATION Demand Generation vs. ABM Demand Gen
  8. 8. Page 8 #MKTGNATION Demand Generation vs. ABM Demand Gen ABMABM
  9. 9. Page 9 #MKTGNATION What level of ABM is right for you?
  10. 10. Page 10 #MKTGNATION How to decide ABM strategy
  11. 11. Page 11 #MKTGNATION What do you need to get started today?
  12. 12. Page 12 #MKTGNATION You already do the basics...
  13. 13. Page 13 #MKTGNATION …with the tools you may already have. *logos are not necessarily an endorsement. But what if you don’t have it all?
  14. 14. Page 14 #MKTGNATION Think like a salesperson Researcher User Champion Influencer Decision Maker Purchase Mgr
  15. 15. Page 15 #MKTGNATION Are you ABM ready? Demographics Contact Info Territory Assignments Permission Recency Prepared DB
  16. 16. Page 16 #MKTGNATION …because there’s a lot of segmentation Account Persona (Segmentation) Buyer Persona 1 (Segment) Buyer Persona 2 (Segment) Technology SaaS Startup Marketing Manager Marketing Director Manufacturing Multinational Marketing Operations BU Level Marketing Director #ABMMatrix AccountPersona Purchase Stage
  17. 17. Page 17 #MKTGNATION …and a lot of moving parts. • Segmentations • Dynamic content • Moving records to correct nurture tracks • Lead to Account Matching • Reporting • Predictive analysis • Ads: Retargeting, Adbridge, Site Content • Content creation • Analysis • Customer discussions • Sales conversations Automate it Possibly automate
  18. 18. Page 18 #MKTGNATION Create the ABM nurture waterfall Goal: get to Account Track or MQL Goal: get to MQL or Opp. Goal: obtain enough data to select more specific track. Use a daily batch to pull out people who meet the next track’s criteria. Goal: confirm persona and ABM info.
  19. 19. Page 19 #MKTGNATION Understanding target account data Coverage Are they aware? Do they engage? • Smart Lists • Lead Perf+Smart List • Smart List Columns • SFDC Dashboards • Visits+Smart List • Web Analytics • Form Fill Outs • Program Success • RCA Reports
  20. 20. Page 20 #MKTGNATION Coverage: Lead Performance & Smart Lists Choose Group By and Lead Created Range Get sub-counts by ABM Persona Custom Columns are your friend.
  21. 21. Page 21 #MKTGNATION Awareness: Company Web Report Constrain by Page and/or PersonaChoose the date Range Known Leads (Smart Lists) Anonymous Non ISPs – get an idea of how many people visit from Company A
  22. 22. Page 22 #MKTGNATION Engagement: Email performance, etc. Engagement by Persona? Totally possible. Choose the Range of Emails Date of Activity Use your ABM segments here along with Was Sent Email
  23. 23. Page 23 #MKTGNATION Drones are for Closers
  24. 24. Page 24 #MKTGNATION Need to build the pipeline fast! Q4
  25. 25. Page 25 #MKTGNATION What accounts are compatible? BANT PCT Pain Compatibility Timeframe
  26. 26. Page 26 #MKTGNATION Getting to PCT: Survey
  27. 27. Page 27 #MKTGNATION Handshake with Sales n = ?
  28. 28. Page 28 #MKTGNATION Excel is your best friend Text to Column. Merge into one column. Remove Dupes. Voila.
  29. 29. Page 29 #MKTGNATION Segmentation is Everything Catch All
  30. 30. Page 30 #MKTGNATION Bottoms up = Faster sales cycle* Researcher User Champion Decision Maker Purchase Mgr Decision Maker
  31. 31. Page 31 #MKTGNATION And, or, contains, not equal to = FUN Think of everything
  32. 32. Page 32 #MKTGNATION Know your audience
  33. 33. Page 33 #MKTGNATION Customize, Customize, Customize
  34. 34. Page 34 #MKTGNATION Swarm Target Accounts Email Live Events Direct Mail
  35. 35. Page 35 #MKTGNATION Omni-Channel ABM
  36. 36. Page 36 #MKTGNATION By the Numbers 3,329 2,059 61
  37. 37. Page 37 #MKTGNATION Target Account Penetration A. 4% B. 7% C. 14%
  38. 38. Questions?
  39. 39. Thank You!
  40. 40. Page 40 #MKTGNATION ABM resources • • • • • • • • • • • • • Company Web Report:
  41. 41. Page 41 #MKTGNATION More tactical program ideas • Meeting makers • Multi-touch, multi-channel meeting makers • Use direct mail webhook to drop ship based on behaviors
  42. 42. Page 42 #MKTGNATION Do you even need to use ABM? Strategy You only care about Enterprise Account penetration. Customer Development for Product- Market-Fit Tactic High volume SaaS firm Only one small group handles the top tier Enterprise Accounts “Take a hard look at your business model. Are you a high-volume SaaS solution company? If so, you probably would benefit more from targeted lead marketing strategy. But if that same business is seeking to chart a different course by having top-tier sales reps focus solely on large enterprise accounts, ABM absolutely will have value.” – LeanData ABM Book
  43. 43. Page 43 #MKTGNATION Do the marketing segmentation… Components Criteria Considerations Account Target List Your named account list with Company Name and Domain Name. IS will be more precise, but CONTAINS may help. But beware “cisco” vs. “San Francisco” Buyer Persona/Title List Segmented People by Persona or Title Again, watch those filters. Buyer Personas will help more here, but Titles or Level work too. Coverage reporting is mostly about Level. Sales’ input on Level & Function will be important for messaging. Story for Each Persona Collect content and design dynamic content matrix. Do you have the messaging clear for each Persona? Account Personas Segment by Account, Industry, Size Do you have the story for each Account Persona? Data Cleaning + Appending Automated deduping, data appending, should be operational by now. How much of the Account and Title information is filled in? Are you using Progressive Profiling to fill in more? Territory Management Ensure that you can send on behalf of the Salesperson, SDR/LDR, or Field Sales as appropriate. This may require segments or smart lists to go beyond Lead Owner in Salesforce. Your CRM admin and Sales team need to have the update and territory change process very efficient or you risk embarrassment or missed opportunities.
  44. 44. Page 44 #MKTGNATION Reporting on ABM Report Definition Tools that can help right now Coverage Do you have the people you need? Any database, engagio, LeanData, etc.. Smart Lists, Segmentations Awareness Do they know about you? Engagio, Terminus, Google Analytics, Company Web Report Engagement Are they interacting with your content? Spending time? Marketo Programs, engagio, Terminus, etc. Influence Are account targets responding? RCE, Program Reports, campaign influence Impact Are programs causing higher spend, faster sales? Marketo RCE (Model Analysis – Companies), Engagio, Brightfunnel, etc. • Lead Performance by Status and Smart List Columns. • Smart List Counts • Program Status Counts • SFDC Dashboards