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6 Integrated ABM Considerations for 2020

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It is officially the year 2020, so what’s your vision?
No seriously — no pun intended. What is your 2020 vision?
When it comes to kicking off the new year with a full-funnel ABM campaign, there are quite a few things to consider.

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6 Integrated ABM Considerations for 2020

  1. 1. 6 INTEGRATED ABM CONSIDERATIONS FOR 2020 LEANNE CHESCOE, SR. MARKETING MANAGER TENESSA LOCHNER, SR. ABM EDUCATION & TRAINING MANAGER
  2. 2. © 2020 DEMANDBASE|SLIDE 2 MEET THE SPEAKERS Tenessa Lochner Senior Manager, ABM Training & Education Demandbase Leanne Chescoe Senior Marketing Manager Demandbase
  3. 3. AGENDA 1. OVERALL PROGRAM STRATEGY 2. CONTENT 3. FIELD EVENTS 4. DIRECT MAIL 5. WEBINARS 6. PARTNERSHIPS
  4. 4. © 2020 DEMANDBASE|SLIDE 4 ABM ALIGNS YOUR FOCUS ACROSS THE FUNNEL MEASURE Measure actionable insights on how to drive revenue or improve performance IDENTIFY Target the accounts with the most opportunity CONVERT ENGAGE ATTRACT IDENTIFY CLOSE MEASURE CLOSE Close revenue with the right buyers and decision makers CONVERT Capture valuable buying signals to convert them into selling opportunities ATTRACT Advertise to them and drive decision makers to your site ENGAGE Personalize your site experience for prospects, customers and partners
  5. 5. CONSIDERATION 1 - PROGRAM STRATEGY
  6. 6. © 2020 DEMANDBASE|SLIDE 6 ALIGN ON GOALS Individual Goals Campaign Goals Marketing Goals Sales Goals Company Goals
  7. 7. © 2020 DEMANDBASE|SLIDE 7 THE THREE TYPES OF ABM… IN PRACTICE One-to-Few ABM 5−50 Accounts § Prioritize existing key accounts § Customized for each account § Engagement and relationship-focused Clusters of 5−15 accounts each § Focus on new and existing key accounts with similar issues § Customized with some personalization § Engagement and lead-focused 100s of accounts § Prioritize new accounts § Targeted with light personalization § Lead-focused Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017 One-to-One ABM One-to-Few ABM One-to-Many ABM HIGH Investment & ROI per account LOW
  8. 8. © 2020 DEMANDBASE|SLIDE 8 MID-MARKET PLATFORM DEAL 7/7/18 [Webinar] DGR B2B Buyers 7/24/18 [Webinar] ABMLA Summer Podcast Series 9/17/18 [Event] Dreamforce – OpsStars 9/17/18 [Event] Dreamforce - Temple Party 10/8/18 [Event] AIS Save the Date 10/10/18 [Webinar] FY19 Planning 11/27/19 [Event] AIS Registration 12/5/18 [Webinar] ITSMA ABMLA 12/10/18 [Email] ITSMA Report 12/11/18 [Field] ABM Certification 12/21/18 [Webinar] ABM Tech Talk 1/3/19 [Webform] ABM Vendor Guide 1/3/19 SQL CREATED 1/8/19 [Webinar] Create & Measure 1/24/19 [Field] Take a Closer Look - Denver 2/21/19 [Field] ABM Certification - Advanced 3/12/19 [Field] Seattle CONEX Tour 4/18/19 [Webinar] Virtual AIS 6/11/19 [Webinar] ABM Revealed 7/7/19 [Field] ABM Certification - Advanced 7/23/19 [Field] ABM Certification - Foundations 7/31/19 [Webinar] Measurement 8/14/19 [Webinar] ABM Platform Demo 8/16/19 DEAL CLOSED 36 touchpoints | 7 channels | 6 contacts
  9. 9. © 2020 DEMANDBASE|SLIDE 9 DEVELOP AN INTEGRATED CAMPAIGN BRIEF ● Allows for team and cross-team collaboration ● One document of truth for campaign ● Keeps everyone accountable for each channel and their part
  10. 10. CONSIDERATION 2 - CONTENT STRATEGY
  11. 11. © 2020 DEMANDBASE|SLIDE 11 UTILIZE YOUR DATA
  12. 12. © 2020 DEMANDBASE|SLIDE 12 RELEVANT CONTENT THEMES
  13. 13. © 2020 DEMANDBASE|SLIDE 13 CREATE A CONTENT CALENDAR
  14. 14. © 2020 DEMANDBASE|SLIDE 14 ESTABLISH BUSINESS OBJECTIVES FOR KEY SEGMENTS Funnel Stage Industry Competitive Displacement MQL/SQL Pipe Late Stage Cold Technology Financial Services Healthcare Manufacturing Competitor A Competitor B Competitor C Competitor D
  15. 15. © 2020 DEMANDBASE|SLIDE 15 SEGMENTING BY JOURNEY STAGE Do you have different messages and content for: q Aware prospects q Unaware prospects q Engaged prospects q Intent-based prospects
  16. 16. CONSIDERATION 3 - FIELD EVENTS
  17. 17. © 2020 DEMANDBASE|SLIDE 17 MAP YOUR TARGET ACCOUNT LIST q Bay Area q NYC q London q Boston q Chicago q Seattle q Toronto q Denver q Twin Cities q Atlanta q Philadelphia q Austin q Washington, D.C. q SoCal
  18. 18. © 2020 DEMANDBASE|SLIDE 18 Analyze how the audience is behaving onsite and what content is being consumed. Break down your audiences by region to support territory planning and sales distribution. Get a complete picture of your overall marketing performance that combines data from across the entire sales and marketing funnel. View the firmographic makeup of the audience to understand the industries, employee sizes and revenue ranges. DRILL INTO AUDIENCES
  19. 19. CONSIDERATION 4 - DIRECT MAIL
  20. 20. © 2020 DEMANDBASE|SLIDE 20 CUTTING THROUGH THE DIGITAL NOISE ● Identify Target Accounts that are o NOT engaging with your digital tactics o But ARE showing intent signals ● Send a high-value direct mail to grab their attention ● Enable the SDR team to reach out with relevant messaging ● Measure and measure again! 24 Meetings Booked 62% Conversion to Pipe
  21. 21. © 2020 DEMANDBASE|SLIDE 21 ACCOUNT SELECTION: WHAT INTENT ARE THEY SHOWING?
  22. 22. © 2020 DEMANDBASE|SLIDE 22 ACCOUNT SELECTION: IS THAT ACCOUNT ENGAGING ON OUR WEBSITE?
  23. 23. © 2020 DEMANDBASE|SLIDE 23 ACCOUNT SELECTION: WORKING WITH SALES
  24. 24. © 2020 DEMANDBASE|SLIDE 24 SALES INSIGHTS POST DM CAMPAIGN LAUNCH
  25. 25. CONSIDERATION 5 - WEBINARS
  26. 26. © 2020 DEMANDBASE|SLIDE 26 USE YOUR DATA Quarter Webinar Title Total Responses TAL Responses % TAL Responses Goal Actual Pipe Won Cost Cost/Pipe Webinar Type Internal/External 1 Q119 # # % # # # # $ $ Campaign Internal 2 Q119 # # % # # # # $ $ Thought Leadership Internal 3 Q119 # # % # # # # $ $ Sponsored External 4 Q119 # # % # # # # $ $ Partner Internal/Partner 5 Q119 # # % # # # # $ $ Sponsored External 6 Q119 # # % # # # # $ $ Series External 7 Q119 # # % # # # # $ $ Partner External 8 Q219 # # % # # # # $ $ Partner External 9 Q219 # # % # # # # $ $ Series External 10 Q219 # # % # # # # $ $ Partner External 11 Q219 # # % # # # # $ $ Campaign External 12 Q219 # # % # # # # $ $ Partner External 13 Q219 # # % # # # # $ $ Partner External 14 Q219 # # % # # # # $ $ Partner External 15 Q319 # # % # # # # $ $ Series External 16 Q319 # # % # # # # $ $ Partner External 17 Q319 # # % # # # # $ $ Thought Leadership Internal 18 Q319 # # % # # # # $ $ Thought Leadership Internal 19 Q319 # # % # # # # $ $ Thought Leadership Internal 20 Q319 # # % # # # # $ $ Partner Internal
  27. 27. © 2020 DEMANDBASE # 27 WEBINAR SPONSORSHIPS ACCOUNT-BASED WEBINARS Run In-house Against your Target Account List 4 webinars (hosted in-house) 1200 names / year 20 Opptys / year (5 / webinar) AFTER ABM METRICS $20K (webinar platform) $1000 Cost per Oppty 75PERCENT 200PERCENT TRADITIONAL WEBINARS Running Webinars with External Vendors/Publishers 4 webinars / year @ $20K each 1200 names / year 10 Opptys / year (2-3 / webinar) BEFORE ABM METRICS $80K total spend $10K Cost per Oppty Less Spend Increased Results IN-HOUSE WEBINARS
  28. 28. © 2020 DEMANDBASE|SLIDE 28 Q1-2019 Q2-2019 Q3-2019 Q4-2019 Jan Feb March April May June July Aug Sept Oct Nov Dec WEBINARS Jan 12 Title Feb 5 Title External: Mar 28 Title April 10 Title May 8 Title External: June 13 Title External: July 15 Title Aug 7 Title Sept 10 Title Oct 9 Title External: Nov 6 Title Dec 4 Title External: Feb 9 Title External: April 22 Title Sept 18 Title Oct 17 Title Dec11 Title Exter nal: Jan 25 Title Nov 19 – Nov 22 Title External: May 30 Title June 19 Title External: July 30 Title External: Feb 12 Title External: April 24 Title External: Sept 25 Title External: Oct 23 Title Dec 18 Title MAP OUT YOUR WEBINAR STRATEGY
  29. 29. CONSIDERATION 6 - PARTNERSHIPS
  30. 30. © 2020 DEMANDBASE|SLIDE 30 CRAWL – WALK – RUN Win and retain customers together! Clearly define the joint value so you can offer shared audiences. Get really clear on expected outcomes. MATURITY Identify and attract partners who are aligned on target accounts.
  31. 31. © 2020 DEMANDBASE|SLIDE 31 TYPICAL CO-MARKETING PROGRAMS FIELD EVENTS Identify the key partners in each region for individual events or as part of a roadshow sponsorship DINNERS Ancillary event typically as part of a larger sponsored event VIP EVENTS Sporting events, wine tasting, experience days JOINT CONTENT Blog posts, research reports, benchmark studies, e-books CONFERENCE SPONSORSHIPS Set revenue goals, drive additional conference attendees, provide speaking slots WEBINARS Reaches a larger audience, include multiple partners, increase pipeline generation
  32. 32. © 2020 DEMANDBASE|SLIDE 32 Expert ABM Certification Applying ABM during an interactive, case study workshop to blend 1:1, 1:FEW & 1:MANY strategies in complex decision structures. (in-person only) 3 Advanced ABM Certification Best practices for ABM practitioners on topics including budgeting, target account lists, metrics, reporting and better alignment. (online & in- person) 2 ABM CERTIFICATIONS – LEARN ON YOUR TERMS Foundations ABM Certification Learn the importance of ABM and the groundwork to get you started on the path to success. (online only) 1 40% DISCOUNT ABMPRO40
  33. 33. © 2020 DEMANDBASE|SLIDE 33 Q&A
  34. 34. #ThisIsHowYouABM

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