3 Steps to Smarter Multi-Channel Campaigns - DGR COS 2022
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Learn how to make your campaigns smarter by segmenting with account intelligence, orchestrating actions and audiences across channels, and maximizing your campaign results by integrating a sales blitz.
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3 Steps to Smarter Multi-Channel Campaigns - DGR COS 2022
- 1. 1 Copyright © 2022 Demandbase 3 Steps to Smarter Multichannel Campaigns Moira van den Akker, Demandbase Sr. Manager Demand Gen & ABX Programs
- 2. 2 Copyright © 2022 Demandbase The Need for Smarter Marketing Campaigns
- 3. 3 Copyright © 2022 Demandbase Buyers Hate Generic Messages And Tune Out Omni-Spam. Another Blog About Another Product that you don’t care about! Watch this webinar on a Product that has nothing to do with your job! Get a Demo!
- 4. 4 Copyright © 2022 Demandbase ● Irrelevant offers ● Conflicting messages ● Advertising that’s just... noise ● Campaigns that ignore what a company ought to know about you
- 5. 5 Copyright © 2022 Demandbase B2C Amazon
- 6. 6 Copyright © 2022 Demandbase Start here Initial research Social media First website visit Competitive website visits Buying committee research Social network Pipeline Evaluation Retain Research additional solutions Customer Known Form fill / Hand-raise / Demo request Not here Long Gone Are the Days of a Linear Buyer Journey Go multitouch and multichannel
- 7. 7 Copyright © 2022 Demandbase Plan Set your campaign up for success with an intelligent plan. 1: Plan The right message, right time, right audience – aligned across your channels. 2: Integrate & Orchestrate Involve Sales and SDRs to maximize your campaign success. 3: Enable Sales Integrate Enable It’s as simple as 1, 2, 3….
- 8. 8 Copyright © 2022 Demandbase Step 1: Plan with Account Intelligence To be smarter, you need intelligence.
- 9. 9 Copyright © 2022 Demandbase Buyers Are Dropping Signals Into The Digital Maze… 70%+ online ~30% offline
- 10. 10 Copyright © 2022 Demandbase Navigate the Maze with Account Intelligence 1st Party 3rd Party Match Maintain
- 11. 11 Copyright © 2022 Demandbase 1st Party 3rd Party Match Maintain Account ID Lead-to-Account Validate Cleanse Enrich Deduplicate CRM Website Visits Marketing Automation Corporate Email Ad Impressions Intent Connections Companies News & Social Hierarchies Contacts Technographics Account Intelligence: 1st & 3rd Party Data
- 12. 12 Copyright © 2022 Demandbase Campaign Planning Checklist Set clear goals & get team buy-in Identify the right accounts Identify the right people Recommended: To-do items BEFORE starting your campaign:
- 13. 13 Copyright © 2022 Demandbase Campaign Planning: Set Clear Goals Set clear goals & get team buy-in Identify the right accounts Identify the right people ●What are your goals? ●What are your KPIs? ●What software will measure performance? ●What’s your budget? ●What are your timeline and milestones? ●Who will own each channel?
- 14. 14 Copyright © 2022 Demandbase Campaign Planning: Identify the Right Accounts Set clear goals & get team buy-in Identify the right accounts Identify the right people ●What stage of the journey are you targeting? ●What size/industry? ●What tier of accounts are you targeting? ●What account score? ●What installed technologies? ●What third-party signals (intent)?
- 15. 15 Copyright © 2022 Demandbase The Intent Of Intent ●What Track content companies consume outside your website ● Why Find companies showing interest in your company, your category, or your competitors ● How Build more relevant campaigns by identifying people in-market for a product, solution or topic that is related to your campaign
- 16. 16 Copyright © 2022 Demandbase Campaign Planning: Identify the Right People Set clear goals & get team buy-in Identify the right accounts Identify the right people ●What titles/roles/seniority are you targeting? ●What stage of funnel are you targeting? ●What score/how engaged?
- 17. 17 Copyright © 2022 Demandbase Relevance is in the eye of the prospect. And the data tells you what they care about. …But what if you don’t have the data?
- 18. 18 Copyright © 2022 Demandbase Maintain Your Data Because it never stands still The average B2B database is 25% inaccurate at any given time (Forrester) Fix duplicate and out-of-date data Validate emails Clean and enrich your CRM
- 19. 19 Copyright © 2022 Demandbase Step 2: Integrate & Orchestrate Channels If you want to go fast, go alone. If you want to go far, go together. If you want to do both – orchestrate.
- 20. 20 Copyright © 2022 Demandbase 37% Increase in response when using a multichannel campaign compared to single- channel campaign. Optimove Research
- 21. 21 Copyright © 2022 Demandbase Ads Align and Integrate Messaging Across Channels Email Experiences Personalization Web Chat Social Direct Mail Sales Alignment
- 22. 22 Copyright © 2022 Demandbase Move from emotion to logic with thought leadership and education. Engage when accounts are in- market and actually interested in hearing from you Focus on validation and consensus across the entire buying committee. …And to the Account Journey Early in the journey, focus on building your brand on a foundation of trust. Drive Engagement Reach the Relevant Personas Multi-Threading Sales Cycle Acceleration Engage Customers Empower Customers Brand Awareness Campaign Goal
- 23. 23 Copyright © 2022 Demandbase Orchestrate Audiences Across Digital Channels Demandbase ICP Display Advertising Content Syndication Paid Social Paid Search WebChat/ Conversational ABM
- 24. 24 Copyright © 2022 Demandbase Sync to Facebook/Instagram Advertising Campaign Sync to Google/Bing/YouTube/ Adobe Advertising Campaign Orchestration: Mad Libs for B2B Marketers If _______________, then _______________ Sync to Twitter Advertising Campaign Member of Segmented Campaign List Sync to LinkedIn Advertising Campaign
- 25. 25 Copyright © 2022 Demandbase Orchestrate Actions Across Channels Demandbase ICP Send Marketing Email Send Direct Mail Package Send a Sales Alert Send to Sales Sequence
- 26. 26 Copyright © 2022 Demandbase Orchestration: Mad Libs for B2B Marketers If _______________, then _______________ Send Direct Mail Package Awareness Engaged MQA Opportunity Customer Qualified Highly Engaged Target Person Tier 1 MQA Account Campaign Audience
- 27. 27 Copyright © 2022 Demandbase Integrate Web Chat Create a tailored web chat experience for your campaign audience. Align web chat to the stage of the journey Personalize chat based on your last engagement
- 28. 28 Copyright © 2022 Demandbase More Web Chat Inspo Use UTMs on ads to show a tailored chat experience to people who clicked on your campaign ad. Skip the form and book a meeting to learn more.
- 29. 29 Copyright © 2022 Demandbase Build in An Experience Interactive campaign element to reinforce key messages and build resonance and affinity: ●Virtual Masterclass or Lab ●Ask Me Anything ●Webinar with Cameo surprise ●Cooking or Mixology Class ●Breakfast Roadshow
- 30. 30 Copyright © 2022 Demandbase Step 3: Enable Your Sellers Drive pipeline results with a Sales Blitz
- 31. 31 Copyright © 2022 Demandbase Bring it Home with a Sales Blitz Blitz Template Objective & Goals Audience Message Tactics & Offers Incentives Focused effort for defined time period with clear goal (ie. 1 week, # SQLs) Utilize your campaign audience and give your sellers “Hit Lists” Tune up campaign message for sales outreach Create focused sales plays with a hooks to help hit your goals Foster competition with prizes, spiffs and accelerators
- 32. 32 Copyright © 2022 Demandbase How to Blitz the “Hit List” Drive seller focus on accounts and people aligned to your campaign that have shown high intent and engagement (Hit List). Enable sellers with enticing offers: ●Free Assessments or Trials ●“Value + Delight” Direct Mail Plays ●Killer sales sequences and cadences ●Utilize Cameo for hyper-personalization + Up the energy and competition with a #salesblitz Slack channel! Blitz Hit List SDR Owner Account Journey Stage Accounts with Intent Activity Interacted with Marketing Campaign Technographic Fit Web Page Visits Predictive Model Score
- 33. 33 Copyright © 2022 Demandbase Real Results The Proof is in the Pudding
- 34. 34 Copyright © 2022 Demandbase Results from 1 Month Campaign
- 35. 35 Copyright © 2022 Demandbase Final Takeaway: Your 3 Step Framework
- 36. 36 Copyright © 2022 Demandbase Campaign Planning Segmentation Template Channel Alignment Map your channels & messages. Enable Sales Use the Blitz Template 3 Step Framework to Smarter Campaigns Objective & Goals Target Audience Message Tactics & Offers Incentives Accounts Intent Journey Stage Tiers People Personas (titles & roles) Engagement Funnel Stage Channel Call-to-Action (CTA) Technologies Involved Personalization Target Personas Channel Owner Get Your Smarter Campaign Planning Template
- 37. 37 Copyright © 2022 Demandbase Thank you!
Editor's Notes
- Introductions At Demandbase we unite sales and marketing teams by arming them with rich, reliable Account Intelligence that is activated in advertising, account-based experience (ABX), sales, and your systems to help revenue teams Spot opportunities earlier, engage more effectively, and close deals faster. In my role, I’m responsible for helping our team hit our pipeline targets through tailored programs and campaigns. And today I am going to walk you through a tried and tested 3-step formula for building multi-channel campaigns that achieve results.
- Before we dive in to the 3 step formula – let’s take a look at why B2B needs us to get smarter in how we marketer to our target audience.
- This situation likely looks familiar to you. Many of you have probably been the recipient of messages from a company like this – and I am sure a number of you may – no shade – be the sender of messages like this. This has become the standard B2B go-to-market playbook.. And it’s not pretty. Random acts of marketing campaigns. Not only are the annoying, they are ineffective because buyers hate spam. And when we talk about being bombarded with SPAM we aren’t talking about just email. We are talking about spam that hits us across channels – OMNI-SPAM
- Omni-spam consists of: Irrelevant offers Conflicting messages Advertising that’s just... noise Campaigns that ignore what a company ought to know about you **Andrew to share data on spam ** Buyers are tuning you out, and this is hurting your campaigns, your brand, and your company.
- As consumers, we’ve all come to expect some really smart marketing and e-commerce experiences. Think about the last time you were on Amazon. They know you. They remember what you bought, when you bought it, what products you’ve viewed and reviewed… And they use all of that data -- all of that intelligence -- to make your experiences better. More relevant. More timely. More personalized. That revolution in consumer marketing is finally coming to B2B… but B2B in many ways, is way more complex
- Unlike B2C, B2B buying journeys are long, non-linear and consist of multiple channels. *Andrew stats on state of B2B buyers* Today, most of the typical buying journey happens online B2B buying decisions are made by groups. So when one person shows engagement, they're likely representing a committee of people who are all conducting their own evaluations. To address this challenge, smart marketers are orchestrating, multi-step and multi-channel plays to engage key members of the buying committee who are showing intent and engagement, and lead them to conversion. And while we are marketing in this complex world – delivering effective multichannel campaigns can be simple, if you are smart about how you approach them.
- Smarter Multichannel Campaigns are as simple as these 3 steps: First, build a strong foundation for your campaign and set it up for success with a plan that injects account intelligence. Then, integrate & orchestrate your campaign message across channels – one unified message that delivers the right message to the right audience at the right time to build a relevant prospect experience. Lastly, bring it home by enabling your sellers but I’m going to share our best practice for sales enablement and our secret sauce to maximizing pipeline results by incorporating a sales blitz into your campaign. 3. Enable sales
- Step 1 is to plan your campaign. We all want better marketing results and to be better, we need to be smarter. And to be smarter you need intelligence.
- Today, most of the typical buying journey happens online – it occurs in what can look and feel like a digital maze that you – as GTM Man – are frantically trying to navigate, eating up digital signals before the ghosts, or your competitors, beat you to it. This digital landscape is a big challenge… but also a real opportunity… Because interactions that happen online can be measured... and tracked... and analyzed... and, most importantly, improved. Which means there is a growing amount of data that we can collect to make our GTM motions way more informed and intelligent. This data is called Account Intelligence ====
- Account Intelligence brings together the numerous 1st and 3rd party buying signals from an account, enriches it with reliable third-party data, and makes sense of it with AI. Think of 1st party- people interacting with you, 3rd party: people interacting outside your organization.
- Account intelligence is the ability to connect, understand, cleanse and operationalize this data. Smart B2B marketers are using account intelligence to: Make better decisions and are more relevant when it matters most Spot opportunities earlier and progress them faster And, turn spammy interactions into relevant engagements
- Bringing Account Intelligence into your campaign is easy. It is a matter of working through a 3 step checklist before you start your campaign.
- First, you need to address your campaign fundamentals - setting clear goals. And getting team buy-in. Here you want to define goals and KPIs, and Identify the software you will use to measure performance against your goals. You also want to work out your budget, timeline and get buy-in from team members you will work with to execute across channels. Campaign basics.
- The next item on your checklist is identifying the right accounts this is where the process of SMARTer segmentation comes into play. We have a saying at demandbase - “dont bring a hunch to a data fight”. And when we are building target audiences for campaigns, we always look at the data. To get the right accounts you should identify: What stage of the buying journey they are in What size of company or industry is a fit for your campaign What third party signals can inform what accounts are a fit? At Demandbase, we sell multiple clouds or products and we rely on intent signals to identify which accounts are in-market for each product. Different signals tell us whether an account is a better fit for our Advertising Cloud vs our Sales Intelligence Cloud so we build our target lists around those signals to keep our messages relevant. You also may want to look at tehcnographic data – this includes looking at installed technlogies and predicted patterns for IT spend, next tech purchase, contract renewal, trending skills, etc. Technographics is often the #1 attribute for ICP fit because you are able to identify accounts using your competitors or key partners.
- Jump on opportunities promptly before flat-footed competitors. What Track topics that companies are consuming across the web Identify current interest level Why See who’s showing interest in your company, your category, or your competitors Finding those magic moments (spot in-market accounts, new or expansion) Expose your accounts that are flirting with the competition How Use intent signals to identify accounts that will be most interested in your campaign Find accounts with medium, high or trending intent for relevant keywords (no more mass messaging based on pseudo segmentation like generic persona) Example: We sell multiple products at demandbase and target similar personas across products. To achieve SMARTER segmentation, we go beyond 1st party data to include third-party intent signals that tell us what accounts are researching keywords related to our products or competitors of a particular product. The examples here show intent keywords for our Advertising Cloud. When we run a campaign for advertising, we always segment accounts with intent to make our message more relevant and less spammy.
- Step 3 is when you look at the specific people who are a fit for your campaign. What people within your target accounts are you going after? What roles, seniority and job titles are a fit for your message? What people funnel stage is the campaign relevant for? How engaged are they? You may want to look for people who are already showing engagement that will be more receptive to your message. Or you might want to target people with no engagement to try to “wake the dead” with an emotional or super interesting message.
- Whether you know your missing critical data or believe your data is in good shape – B2B data is never 100% accurate. Which is why smart marketers are using data tools to ensure they have the most up to date data to create relevant and effective prospect experiences.
- Think about your data. One second it is accurate and a nano-second later it’s not. Why? Because companies are always going in and out of business, there is employee turnover, promotions, job switching (hello great resignation!). Your data is never standing still, so you need to have a system in place to help maintain it. Let me share a real-life example of the power of maintain data from one of our clients, Zuora. Zuora was running into issues with incomplete and inaccurate company and contact data that was slowing opportunity conversion rates and preventing Zuora from reaching its revenue goals. By setting up a process to clean their existing data and validate incoming data in real-time, Zuora was able to increase their conversion rates by a whopping 68% !
- Time to get into the meat of your campaign: Integrating and orchestration across channels. My favorite african proverb, with an orchestration twist. Marketing can work in a silo, you are just going to make less money - Peter Herbet
- Overall, multi-channel campaigns received a 14% response rate. Meanwhile, single-channel campaigns received a response rate of 10.2%. These results spell a 37% increase in response when using a multi-channel campaign compared to a single-channel campaign. We used a sample of 10,000 campaigns across a variety of verticals in order to examine the power of multi-channel campaigns. (https://www.optimove.com/blog/multi-channel-campaigns-are-37-more-effective )
- In the past trying to unite your message across multiple channels was a big challenge. But today is has never been easier to create omni-channel experiences that align your message across channels…
- …And also to the right stage of the journey. When crafting your campaign, think about sending accounts that are not that familiar with your company messages that build trust and elicit emotion. As you start to move accounts through the journey, move from emotion to thought leadership and education. As you get closer to opportunity stages, you want to look at running campaigns that attract additional personas and other members of the buying group. For accounts in a deal cycle, campaign messages that focus on validation and driving consensus across the buying committee work best – for this stage think about analyst reports and case studies. And with tools like orchestration, you can bring scale and sophistication to your omnichannel campaigns by driving meaningful interactions that tailor your message to the right audience, at the right time in their journey across multiple channels. Let’s dive into the two ways orchestration can help you with your multichannel marketing campaigns.
- First, orchestration helps with managing audiences across digital channels, including display, paid social, content syndication, paid search and web chat. With orchestration, you can take your super smart campaign audience that you so carefully segmented using account intelligence and use it across all of your digital channels to build a consistent, omnichannel experience – while also saving you time by needing to manage each channel individually.
- Think of orchestration like a mad lib. If blank, then blank. Filling in the blanks: If you have your carefully segmented campaign list. Then – sync it to your 3rd party advertising channels like LinkedIn, Twitter, Facebook, YouTube, Bing and Adobe. The beauty of orchestration is that once these initial audiences are synced, they dynamically update. Which means no more manually exporting static list updates from your CRM and updating every few days to your advertising platform. Orchestration allows for daily syncs to help you create a truly omnichannel experience using the same dynamic list across your digital channels.
- The second use case for orchestration in your multichannel campaigns is to orchestrate and automate actions across channels. Orchestration makes it easy to qctivate other technologies to bring your campaign to life on multiple channels. A few orchestrated plays you might want to consider are: Incorporating Sales Engagement by Adding or Removing from a Outreach/Salesloft Sequence/Cadence Add someone to a Marketo Smart Campaign or Hubspot Flow Or sending a direct mail package
- Everyone loves a mad lib, so let’s do one more to illustrate how orchestrating actions across channels looks with a real life example. It’s spring time, so its a great time for a seasonal campaign – at Demandbase we run a “spring cleaning” campaign around cleaning your data and we use orchestration to automate high-value cross channel actions. For example, within our segmented “spring cleaning” campaign list, IF one of our tier 1 (top tier) accounts enters MQA stage, which we define as a stage that has multi-threaded engagement with high levels of engagement from target individuals, THEN we want to automate sending a direct mail package to the most engaged target personas for our campaign. For our spring cleaning campaign, highly engaged marketing personas at top tier accounts will automatically be triggered a send for spring flowers with a message to spring forward, while highly engaged operations personas at top tier accounts will receive a storage container coupon to help them spring clean their house while we offer to spring clean their CRM.
- Web chat - instantaneous engagement, show more engaging messaging (stage specific,e tc) Simple to show tailored web chat to anyone who visits your website thats a member of your campaign, or put it on campaign related landing pages. Can also build your chat to align to different stages of the account journey. This is an example that we use to show a custom chat experience to accounts that are in aware journey stages and click on a display ad. You may also want to think about creating a chat experience based on the last interaction with you. In this example this is a chat a prospect would see who interacted with an Outreach sequence from one of our SDRs. This chat allows them to pick up that conversation.
- Can also use UTMs on your ads to designate a custom experience for your campaign. In this example we ran a competitive campaign with a targeted promotion. The offer was only available for people who clicked on the ad and shared with them via the web chat. One of our biggest drivers of meetings via web chat is our skip the form for a high-value piece of content with an offer to speak to someone directly about it. This works really well for 3rd party analyst content that peaks the attention of your audience but also gives them the opportunity to get the cliffs notes from a real person.
- Context: 1:1, 1:many, customized program for top accounts (sense of how you weight and prioritize) GTM Lab: Director and above (seniority) and high-intent Ask Me Anything (1:few) - for segment in a specific industry at target accounts Cooking or Mixology class for top tier accounts only – these experiences are fun, engaging but can add up when you look to build an exceptional experience. Look to make higher investments for your top tier accounts. Field events - in person Roadshow breakfast events for top accounts in specific regions. Can be an in-person workshop to deep dive into your campaign message (give example here)
- Converting marketing engagement to sales → market dynamics, key enabler to driving results.
- Free assessments or trials that can give your prospects a chance to try out your offer Direct mail is fun but always tie your gifts to value to build meaning and relevance Arm your sellers sales sequences and cadences that they can drop people into with sales plays and touches aligned to your marketing campaign Use the blitz to try new skills or experiment with the latest trends like encouraging SDRs to invest in hyper-personalization by researching their prospect to find the perfect Celebrity for a cameo message (or try out Video prospecting) This template is for internal use and all of this helps make your engagements with your target audience more relevant from marketing and sales touch points. Internal only → all of this is making it more relevant!
- Cost per new account etc 94% (866) of accounts reached 80% (739 accounts) have visited site (of which 63 are new on site) 54% (494 accounts) have clicked on an ad 43% of accounts lifted - showing more engagement since launch than the prior 30 days 34 SQLs created on a Blitz goal of 30
- All of this makes it more relevant for buyers but that means better engagement, better conversions, better outcomes. Link to a template you can clone to use to map out your next campaign