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ABM Master Class: Targeting

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Watch on-demand now and get the actionable insights you need to win your high valued accounts.
https://www.demandbase.com/webinar/abm-master-class-targeting/

How do you capture a moving target? Timing.
In today’s shifting B2B landscape of digital advertising, timing is everything. Marketers have to have precision and focus in order to target their key accounts with the messages that resonate and close business.

Understanding the digital body language — the up, down, and often lateral purchasing paths — of prospects can be hard to gauge, especially as the needs of our target accounts get more complex and buying committees expand.
Watch now so that you can:
Understand digital body language and why your company needs an adaptive targeting strategy
Target accounts based on revenue potential and intent data
Leverage measurement and analytics to trace campaign spend to ROI

Published in: Marketing
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ABM Master Class: Targeting

  1. 1. ABM MASTER CLASS: TARGETING BONNIE THOMAS, SR. ABM STRATEGIST | DEMANDBASE MATT AARONSON, DIRECTOR PRODUCT MARKETING | DEMANDBASE
  2. 2. © 2019 DEMANDBASE|SLIDE 2 MEET THE SPEAKERS Bonnie Thomas Sr. ABM Strategist Demandbase Matt Aaronson Director of Product Marketing Demandbase
  3. 3. AGENDA § THE STATE OF B2B ADVERTISING § DEFINING TARGETS AND SEGMENTS § SETTING GOALS § SETTING BUDGETS § CAMPAIGN CADENCES § CREATIVE BEST PRACTICES § MEASURING SUCCESS
  4. 4. THE STATE OF B2B ADVERTISING
  5. 5. © 2019 DEMANDBASE|SLIDE 5 GOLDEN ERA OF B2B MARKETING § B2B marketers have more control over and get more ROI out of our ad dollars than ever before. § With analytics, we can trace campaign spend directly to sales revenue. § Marketing’s contribution to the business is no longer debatable. § Which means we are now on the hook to show results.
  6. 6. © 2019 DEMANDBASE|SLIDE 6 B2B MARKETING CHALLENGES
  7. 7. © 2019 DEMANDBASE|SLIDE 7 FROM CUSTOMER TO BUYING COMMITTEE Widespread support across organization Supplier easy to buy from Price to value ratio Adjusts to specific project needs 1.0 0x .80 x .69 x .52 x Access to stakeholders evaluating purchase Positioning of offers on the merits of value to individual stakeholder Drivers of Decision-maker Loyalty (indexed) Change in Likelihood of Making a High-quality Sale 4% -4% 0% Source: CEB
  8. 8. DEFINING TARGETS AND SEGMENTS
  9. 9. © 2019 DEMANDBASE|SLIDE 9 AUDIENCE BUILDING—START BROAD, THEN NARROW § TAM: Total addressable market—all companies that could buy from you § TARGET MARKET: Accounts that meet your ICP § TARGET ACCOUNTS: Marketing identified target accounts, e.g., key verticals + sales priority accounts § SEGMENTS: Key verticals, upsell/cross-sell opportunities, journey stage, high propensity to buy, etc. TAM Target Market Target Accts Key Segments BA D C
  10. 10. © 2019 DEMANDBASE|SLIDE 10 Within target accounts, there are further distinctions and segments to be aware of. Think about these factors: § Revenue potential for your company § A firmographic fit—the right industry, company size, and region § Journey stage—lower-funnel opportunities may close faster § Propensity to buy based on demonstrated purchase intent online § Propensity to buy based on online engagement rates § Propensity to by based on relationships, CSAT scores, past close rates, etc. HOW TO PRIORITIZE TARGET ACCOUNTS
  11. 11. © 2019 DEMANDBASE|SLIDE 11 COMMON SEGMENTATION APPROACHES § Industry Industry verticals tend to have unique and specific attributes, pain points and goals. § Company Size Mid-market companies typically face much different challenges than SMBs or enterprise organizations. They also have different buying committees, sales cycles and decision processes. § Journey Stage The most successful messages and creative treatments you present to companies who are just becoming aware of your products and services can look very different from those who have been engaged with you for some time or are just about ready to pull the trigger. § Product Usage Particularly useful for developing engagement strategies that advance cross-sell and upsell opportunities. § Customer/Prospect/Partner Prospects may need to know more about who you are and what you do, while customers may respond well to special offers for upsells. Partners, on the other hand, may be best motivated by reminders of your position as an industry leader. § Intent Customers who are already in-market for your products and services, or already engaged on your site will respond to messages and web experiences very differently.
  12. 12. © 2019 DEMANDBASE|SLIDE 12 JOURNEY STAGE SEGMENTATION CASE STUDY 3.6X increase in content consumption 59% increase in page views
  13. 13. © 2019 DEMANDBASE|SLIDE 13 INDUSTRY SEGMENTATION CASE STUDY 55% increase on engagement on the home page 43% increase in engagement overall
  14. 14. © 2019 DEMANDBASE|SLIDE 14 DIFFERENTIATED MESSAGING FOR EACH SEGMENT?
  15. 15. © 2019 DEMANDBASE|SLIDE 15 1. Focus on your best opportunities 2. Start simply – one or two segments 3. Set goals for each segment 4. Segments should be unique in a meaningful way 5. Segments should be large enough to provide scale 6. Target accounts should fall clearly into one segment or another 7 SEGMENTATION BEST PRACTICES
  16. 16. SETTING GOALS
  17. 17. © 2019 DEMANDBASE|SLIDE 17 THE PINK ELEPHANT IN THE ROOM: LEADS! § Just 2% of B2B buyers complete forms § Those who do often give false information § More and more B2B marketers are un-gating content § ABM practice means identifying prospects early—before they fill out a form § Account-based marketers count, but don’t count on leads Form fills are an ABM engagement metric— not an ABM goal.
  18. 18. © 2019 DEMANDBASE|SLIDE 18 SETTING GOOD TARGETING GOALS § Reflect overall campaign objectives § Set goals for each segment— which may be different § Organized around the customer journey § Awareness § Engagement § Conversion § Specific § Quantified § Time sensitive
  19. 19. © 2019 DEMANDBASE|SLIDE 19 MARKETING GOALS A. Increase web traffic quarter over quarter B. Double engagement rates among retailers in 2019 C. Increase conversion rates by 10% D. Increase engagement rates among healthcare companies by 20% Q: Which is the BEST marketing goal?
  20. 20. © 2019 DEMANDBASE|SLIDE 20 MARKETING GOALS A. Increase web traffic quarter over quarter B. Double engagement rates among retailers in 2019 C. Increase conversion rates by 10% D. Increase engagement rates among healthcare companies by 20% A: The correct answer is B—it’s segment specific, quantified and time bound Q: Which is the BEST marketing goal?
  21. 21. © 2019 DEMANDBASE|SLIDE 21 BUSINESS GOAL A. Increase retention rates by 5% this quarter B. Add 10 net new logos to pipeline this quarter in the South East C. Increase revenue among retailers by 15% this half D. Generate $10mm in upsell revenue this year Q: Which is the BEST business goal?
  22. 22. © 2019 DEMANDBASE|SLIDE 22 BUSINESS GOAL A. Increase retention rates by 5% this quarter B. Add 10 net new logos to pipeline this quarter in the South East C. Increase revenue among retailers by 15% this half D. Generate $10mm in upsell revenue this year Q: Which is the BEST business goal? A: The correct answer is all of the above. Think about what c-levels care about—it’s not CTR or even engagement rates.
  23. 23. © 2019 DEMANDBASE|SLIDE 23 SETTING GOALS WORKSHEET
  24. 24. SETTING BUDGETS
  25. 25. © 2019 DEMANDBASE|SLIDE 25 BUDGETING GUIDELINES § Recommended average budget per company per month: 1,000 to 5,000 impressions § Rough guidelines for apportioning budget across campaigns: § Awareness / top-of-funnel: 40-60% of overall budget § Pipeline accounts: 20-30% § Customer accounts (renewal/upsell/cross-sell): 10-25%
  26. 26. © 2019 DEMANDBASE|SLIDE 26 BUDGETING GUIDELINES BY CAMPAIGN TYPE Monthly budget per company Funnel stage Lower funnel Mid funnel Top of funnel Account priority Tier 1 Tier 2 Tier 3 Business Unit / Opportunity Size High ACV Medium ACV Low ACV $60 - $75 $35 - $60 $15 - $35
  27. 27. © 2019 DEMANDBASE|SLIDE 27 BUDGETING: SCENARIO § $15,000 in monthly campaign budget § Target account list: 500 accounts Accounts Monthly budget per account Monthly budget Target accounts (excluding the below) Engaged accounts In-pipeline accounts Customer accounts $15,000
  28. 28. CAMPAIGN CADENCES
  29. 29. © 2019 DEMANDBASE|SLIDE 29 CAMPAIGN CADENCES BURST ALWAYS ONPLANNING CYCLE SEQUENCESSEGMENTS
  30. 30. © 2019 DEMANDBASE|SLIDE 30 EXAMPLES: SEQUENCED MESSAGING
  31. 31. © 2019 DEMANDBASE|SLIDE 31 EXAMPLES: SEQUENCED MESSAGING
  32. 32. © 2019 DEMANDBASE|SLIDE 32 CAMPAIGN AUDIENCE BUDGETSCREATIVEKPIs TOTAL RECURRING MONTHLY BUDGET: $89,625 PIPELINE Move open opportunities toward Proposal stage § Short-term: Engaged accounts § Long-term: Accounts with opp’ties reaching proposal stage Tailored value prop (dynamic – by vertical); Proof point call-to-action 175 accounts $11,375 Monthly campaign budget ($65/account) Financial Services companies are saving millions with Bizgroup. Read our whitepaper AWARENESS Top-of-funnel impact: Awareness, Consideration § Accounts reached § High-intent users reached Broad value proposition 1,500 accounts $52,500 Monthly campaign budget ($35/account)Premium technology to help your biz grow. PIPELINE Generate opportunities from target accounts with trending intent § Short-term: Engaged accounts § Long-term: Accounts with pipeline opportunities Tailored value prop (dynamic – by vertical); Sales engagement call-to-action 500 accounts $25,000 Monthly campaign budget ($50/account)Financial Services companies are finding lots to love in BizGroup’s automation technology. Schedule a demo today CUSTOMER Drive renewal and up-sell among existing clients § Closed-won opportunities Retention message – case study $750 Monthly campaign budget ($15/account) 50 accounts “We’d be lost without our BizGroup dashboard.” Why real customers say BizGroup is indispensable MULTI-CAMPAIGN STRATEGY: EXAMPLE #1
  33. 33. © 2019 DEMANDBASE|SLIDE 33 MULTI-CAMPAIGN STRATEGY: EXAMPLE #2 TOTAL RECURRING MONTHLY BUDGET: $[ ] [CAMPAIGN TYPE] Describe the campaign and its objectives at a high level here § Primary KPIs here § If relevant, include both short-term and longer- term KPIs $[ ] Monthly campaign budget ($[ ]/account) Describe creative message here Copy/past creative samples here, or use this template to sketch a concept Call to action # of accounts Audience Name [CAMPAIGN TYPE] Describe the campaign and its objectives at a high level here § Primary KPIs here § If relevant, include both short-term and longer- term KPIs $[ ] Monthly campaign budget ($[ ]/account) Describe creative message here Copy/past creative samples here, or use this template to sketch a concept Call to action # of accounts Audience Name [CAMPAIGN TYPE] Describe the campaign and its objectives at a high level here § Primary KPIs here § If relevant, include both short-term and longer- term KPIs $[ ] Monthly campaign budget ($[ ]/account) Describe creative message here Copy/past creative samples here, or use this template to sketch a concept Call to action # of accounts Audience Name BURST CAMPAIGN [CAMPAIGN TYPE] Campaign dates Describe the campaign and its objectives at a high level here § Primary KPIs here § If relevant, include both short-term and longer- term KPIs $[ ] Campaign budget ($[ ]/account) * Burst campaign * Describe creative message here Copy/past creative samples here, or use this template to sketch a concept Call to action # of accounts Audience Name CAMPAIGN AUDIENCE BUDGETSCREATIVEKPIs
  34. 34. CREATIVE BEST PRACTICES
  35. 35. © 2019 DEMANDBASE|SLIDE 35 TWO TYPES OF ADVERTISING Direct response includes messages intended to drive an immediate customer action. Branding is a long-term effort to build up the brand image and value of your company and its products.
  36. 36. © 2019 DEMANDBASE|SLIDE 36 DIRECT RESPONSE ADS DRIVE ENGAGEMENT By showcasing strong CTAs
  37. 37. © 2019 DEMANDBASE|SLIDE 37 ALIGN CAMPAIGNS WITH THE CUSTOMER JOURNEY 1. Know your goals (awareness, engagement, conversion). Individual campaigns should focus on driving just one. 2. Align offers with your campaign goal, e.g: a) For awareness campaigns, consider sending targets to the home page b) For engagement, send targets to product and solutions pages c) For conversion, send targets to gated content 3. Build trust over the customer journey. As your accounts become more familiar with you, you can personalize and adopt more assumptive, more assertive offers
  38. 38. © 2019 DEMANDBASE|SLIDE 38 THE ELEMENTS OF AN AD 1. Headline communicates a clear message 2. Relevant and compelling visual 3. A call-to-action – clear direction on what you want the visitor to do 1 2 3
  39. 39. © 2019 DEMANDBASE|SLIDE 39 THE ELEMENTS OF AN AD 1. Headline communicates a clear message 2. Relevant and compelling visual 3. A call-to-action – clear direction on what you want the visitor to do 4. Light body copy 1 3 24
  40. 40. © 2019 DEMANDBASE|SLIDE 40 BEST PRACTICES – COMPELLING VISUAL
  41. 41. © 2019 DEMANDBASE|SLIDE 41 BEST PRACTICES – SUCCINCT COPY
  42. 42. © 2019 DEMANDBASE|SLIDE 42 BEST PRACTICES – CONSISTENT EXPERIEINCE WSJ Ad Landing Page Email
  43. 43. © 2019 DEMANDBASE|SLIDE 43 BEST PRACTICES: AD PERSONALIZATION § Making your personalization stand out can be achieved by simply adding a contrasting color. § Another option is to make it ALL_CAPS. § Even better, do both. Make the personalization stand out
  44. 44. © 2019 DEMANDBASE|SLIDE 44 BEST PRACTICES: AD PERSONALIZATION § We recommend putting the personalization in the final message for the greatest impact. § Of course, it will be even more impactful if you personalize all frames when possible. This way there is no mistaking these ads are relevant to the targeted audience. Use personalization on the final frame at least
  45. 45. © 2019 DEMANDBASE|SLIDE 45 HOW TO EVALUATE A CAMPAIGN q Is the ad aligned with the segmentation strategy? q Does the headline communicate a clear value proposition? q Is the visual compelling and relevant? q Does the viewer know what they get if they do click? q Is there a strong CTA? q Is the copy succinct? q Is the experience consistent from ad to landing page? q Is there an effective use of personalization?
  46. 46. HOW TO MEASURE SUCCESS
  47. 47. © 2019 DEMANDBASE|SLIDE 47© 2019 DEMANDBASE|SLIDE 47 TIP #1: Resist consumer KPIs
  48. 48. © 2019 DEMANDBASE|SLIDE 48© 2019 DEMANDBASE|SLIDE 48 TIP #2: Think long-term, measure short-term
  49. 49. © 2019 DEMANDBASE|SLIDE 49© 2019 DEMANDBASE|SLIDE 49 TIP #3: Measure incrementally
  50. 50. © 2019 DEMANDBASE|SLIDE 50 RECOMMENDED KPI’S STAGE SHORT-TERM LONG-TERM Awareness § Accounts reached § Impressions per account § High-intenders reached § Accounts on site Pipeline generation and nurture § Lifted Accounts (time baseline) § Accounts with increased activity § Accounts new on site § Incremental opportunity generation (compared to control group) § Incremental closed-won deals (compared to control group) Customer § Clicks from customer accounts § Customer traffic to up- sell/cross-sell product pages § Incremental opportunity generation (compared to control group) § Incremental closed-won deals (compared to control group)
  51. 51. Q&A
  52. 52. © 2019 DEMANDBASE|SLIDE 52 • Next Generation B2B Digital Advertising — eBook • The Next Generation of B2B Advertising — on-demand webinar • How to Tie Advertising to BusinessOutcomes — video • Four Best Practices for Dynamic Personalization —article RESOURCES
  53. 53. THANK YOU

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