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ABM for Humans: How Personalization Builds Relationships and Closes Deals

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ABM for Humans: How Personalization Builds Relationships and Closes Deals

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ABM for Humans: How Personalization Builds Relationships and Closes Deals

  1. 1. Account-Based Marketing for Humans: How Personalization Builds Relationships and Wins Deals Sruthi Kumar Global Marketing Justin Keller VP of M arketing
  2. 2. Sruthi Kumar Global Marketing, Sendoso @sendosohq @sruthikkumar /in/sruthikumar sruthi@sendoso.com ! " ✈
  3. 3. Justin Keller VP Marketing, Sigstr @sigstr @justinkeller in/justindkeller justin@sigstr.com
  4. 4. Digital Burnout
  5. 5. Our audiences are suffering from digital burnout. Our ABM strategies need to focus on building relationships.
  6. 6. ● One month of LinkedIn requests: 90% spam. ! One month of email: 56% spam. ! One month of existing: 600,000 brand impressions. Check this noise.
  7. 7. It’s the marketers (our) fault
  8. 8. Relationships Matter
  9. 9. Buildings Don’t Buy. People do.
  10. 10. Let’s fix it in tangible and human ways
  11. 11. 3 Eras of ABM Progam 1 We started with one account 2 Then we moved to 100 accounts... 3 Then we moved to 1,000 accounts.
  12. 12. How We Think About Account Segments Acceleration Tier 1 120 accounts Aligned to territories Tier 2 ~1,500 accounts Prioritized by fit
  13. 13. We started with one account “Let’s just do everything we can to land this one account.” One Account
  14. 14. Sigstr’s First ABM Campaign
  15. 15. Lessons from 1:1 ABM 1. Sales and Marketing alignment is vital- (and sort of fun). 2. Personalized content makes an impact. 3. Engaging the right individuals is as important as creating broad awareness.
  16. 16. One Hundred Accounts “Let’s add some tech, write a playbook, and try and feed all 10 AEs.” X 100 Then we moved to 100 accounts... One Account
  17. 17. Targeting 100 Accounts ! Each AE got to pick 10 target accounts in their territory.
  18. 18. ! Each AE got to pick 10 target accounts in their territory. ○ That was a bad idea. ○ Well outside ICP ○ Some weren’t even HQ’ed in their territory Targeting 100 Accounts
  19. 19. ! Each AE got to pick 10 target accounts in their territory. ○ That was a bad idea. ○ Well outside ICP ○ Some weren’t even HQ’ed in their territory ! Developed custom content ○ Built 100 personalized Sigstr campaigns ○ Targeted them at 100 personalized Hubspot landing pages Targeting 100 Accounts
  20. 20. Targeting 100 Accounts ! Each AE got to pick 10 target accounts in their territory. ○ That was a bad idea. ○ Well outside ICP ○ Some weren’t even HQ’ed in their territory ! Developed custom content ○ Built 100 personalized Sigstr campaigns ○ Targeted them at 100 personalized Hubspot landing pages ! Social research happy hours ○ Scour LinkedIn to find champions and committee members for top target accounts. ○ “Let’s hand off humans, not accounts.”
  21. 21. ! Each AE got to pick 10 target accounts in their territory. ○ That was a bad idea. ○ Well outside ICP ○ Some weren’t even HQ’ed in their territory ! Developed custom content ○ Built 100 personalized Sigstr campaigns ○ Targeted them at 100 personalized Hubspot landing pages ! Social research happy hours ○ Scour LinkedIn to find champions and committee members for top target accounts. ○ “Let’s hand off humans, not accounts.” ! Started running targeted advertising ○ Created “Team Trashpanda” to tackle the myriad marketing ops challenges that created Targeting 100 Accounts
  22. 22. 1. ICP may seem obvious, but it bears constant repetition. 2. Personalization at scale is tough, but worth it. 3. Ensure sales understands how to handle these accounts. Lessons from 1:Few ABM
  23. 23. Then we moved to 1,000 accounts One Thousand Accounts “Alright, let’s run two tiers, align our entire tech stack against them, run a performance-based budget, and operationalize it across the entire funnel.” X 1000 One Hundred Accounts X 100 One Account
  24. 24. Targeting 1,000 1,917 Accounts ! Account Selection ○ Tier 1 ■ 15 chosen by Marketing ■ 5 discarded by Sales ○ Tier 2 ■ Chosen by marketing ■ Brought on Datafox to build account scoring framework ! Buying Committee Recon ○ AE’s responsible for IDing champions in their accounts ○ Marketing develops dossiers to go with handoff
  25. 25. Relevant, Personalized Content at Scale PROGRESSIVE TARGETING EXAMPLE: CUSTOMER JOURNEY Identified Lead Top Target Demo IT evaluation Closed Lost Closed Won Happy customer with results Identified Lead Top Target Demo IT evaluation Closed Lost Closed Won Happy customer with results
  26. 26. Targeting 1,000 1,917 Accounts ! Opp-Stage Content Automation ○ Display ads and Sigstr campaigns aligned to opportunity status ○ Ad audience expands on opportunity ! Personalization + Conversation ○ No more manual landing page construction ○ Sigstr ABM Campaigns ! Account Selection ○ Tier 1 ■ 15 chosen by Marketing ■ 5 discarded by Sales ○ Tier 2 ■ Chosen by marketing ■ Brought on Datafox to build account scoring framework ! Buying Committee Recon ○ AE’s responsible for IDing champions in their accounts ○ Marketing develops dossiers to go with handoff
  27. 27. Multi Channel Awareness + Engagement Timelines • Accounts Chosen • Ads Inserted • Personalized Content in Development • Champions and influencers ID’ed • Content Syndicated • Optimization • Engagement reports run • Bottom 50% of accounts removed • AE’s run enablement training • Personalized Sigstr campaigns launched • Swag Bombs Sent • Accounts Handed Off • Outreach • Accelleration
  28. 28. Results from Overall ABM Program • 33% opportunity creation rate • 50% increase in ACV • 4-day decrease in sales velocity • ABM campaigns touched 65% of all closed/won opps Results Results from Direct Mail To date (7 months): • Over $1m of pipeline influenced • Over $250k of revenue closed
  29. 29. Where we’re going now. One Account One Hundred Accounts One Thousand Accounts Relationship-Based Marketing Moving from “accounts” to “people.” 100% account alignment. X 100 X 1000
  30. 30. Some Fun, Personal Gifts We’ve Given Champion who’s a dog- mom: Dog treat baking kit. New Zealand Transplant: All Blacks Jersey Former-Minnesotan Caffeine Addict: Caribou Coffee Gift Basket Anyone with kids (or dogs): Otters
  31. 31. Sends For Every Segment Acceleration Tier 1 120 accounts Aligned to territories Tier 2 ~1,500 accounts Prioritized by fit ● Top Tier ABM Contacts ○ Personalized gift they would actually enjoy ● Mid Tier ABM Contacts ○ Custom Dimensional Mailer with Swag ○ Evergreen package with swag items ○ Case Studies, video mailer with product demo ● Bottom Tier ○ Digitize direct mail ○ eGifts - popular retailers, coffee chains, or restaurants 66% year over year increase
  32. 32. Thanks & Q&A Visit us at… sendoso.com sigstr.com

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