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Demandbase ABM Strategy Session

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You're invested in ABM so we're invested in your success - including your 2020 strategy. Join us for an exclusive, invitation-only ABM strategy session led by Demandbase ABM Strategist, Bonnie Thomas.

Whether you joined us for our 2020 Planning webinar, a product Masterclass, or are simply looking to ask specific strategic questions from your fellow customers, this live Q&A will offer you insights into getting things done right in 2020.

During this interactive Q&A, we'll explore:

- Meaningful and measurable goals and objectives
- Targeting and engagement practices that convert your high-valued accounts
- Integrating ABM strategies across key marketing functions
- How to manage data flow throughout the ever-evolving and ever-growing tech stack


Walk away with a full understanding of how to turn your ABM vision into a workable plan, set it to a timeline and hit the ground running in 2020.

Published in: Marketing
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Demandbase ABM Strategy Session

  1. 1. ABM STRATEGY Q&A BONNIE THOMAS, SR. ABM STRATEGIST
  2. 2. AGENDA § ABM MASTERCLASS: TARGETING § ABM MASTERCLASS: ENGAGEMENT § NAILING ABM IN 2020 § BONUS NEW CONTENT! 3 BIG ABM MEASUREMENT TIPS § Q&A
  3. 3. ABM MASTER CLASS: TARGETING
  4. 4. © 2019 DEMANDBASE SLIDE 4 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
  5. 5. © 2019 DEMANDBASE SLIDE 5 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
  6. 6. © 2019 DEMANDBASE SLIDE 6 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
  7. 7. © 2019 DEMANDBASE SLIDE 7 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
  8. 8. © 2019 DEMANDBASE SLIDE 8 CAMPAIGN CADENCES BURST ALWAYS ONPLANNING CYCLE SEQUENCESSEGMENTS
  9. 9. © 2019 DEMANDBASE SLIDE 9 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
  10. 10. © 2019 DEMANDBASE SLIDE 10 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
  11. 11. ABM MASTER CLASS: ENGAGEMENT
  12. 12. © 2019 DEMANDBASE SLIDE 12 PERSONALIZED WEB EXPERIENCES REQUIRE SEGMENTATION Relevant Content Industry Image Updated Tagline Industry Association
  13. 13. © 2019 DEMANDBASE SLIDE 13 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.
  14. 14. © 2019 DEMANDBASE SLIDE 14 § It’s important to ask yourself a few key questions before you settle in on your approach: § Are your segments truly different in a meaningful way? § Do you have different messages, content, offers and experiences for each segment? § Do each of your target accounts fall clearly into one segment or another? § If the answer to any of the above questions is no, revisit your segmentation strategy until you arrive at a model in which each segment is uniquely differentiated. HOW DO YOU KNOW IF YOU HAVE THE RIGHT SEGMENTATION?
  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. NAILING ABM IN 2020
  17. 17. © 2019 DEMANDBASE SLIDE 17 ABM IS AN ITERATIVE PROCESS WORKING REPORTING PROGRAM CHANGESTRATEGY NOT WORKING ANALYSIS
  18. 18. © 2019 DEMANDBASE SLIDE 18 ABM IS A PROCESS OF CONSTANT ITERATION Report target account visitors to sales Report target account engagement data to sales Report target account pipeline to management Report ABM Success Are target accounts visiting the site? Are target accounts engaging on site? Are target accounts entering pipeline? Are target accounts closing? Revise Attraction Strategy Revise Engagement Strategy Develop segmented target account list Messaging Content Optimization Personalization Forms DM Email Events Advertising PR Revise ABM Strategy Revise sales Strategy Right accounts? Right segments? Right sales Approach? YES YES YES YES NO NO NONO Set Goals & KPIs (attraction, engagement, conversion)
  19. 19. © 2019 DEMANDBASE SLIDE 19 REALLY GOOD ABM GOALS 1. Increase awareness with white space accounts by 15% this half 2. Increase healthcare company engagement by 25% this quarter 3. Increase MQLs by 10% quarter over quarter 4. Add 10 net new logos to pipeline this half 5. Shorten sales cycle by 20% by year end Quantified and time bound
  20. 20. © 2019 DEMANDBASE SLIDE 20 ALIGING GOALS, STRATEGIES, TACTICS, ACTIONS GROW PIPELINE by 10% STRATEGIES ACTIONS ENGAGE CONVERT TACTICS •ID audiences for engagement •Deliver the right content to the right account at the right time. •Unify the customer experience across touch points •Integrate target account experiences across: Email, Field events, Industry events, Direct mail •Identify high value pages to personalize •Personalize high value pages by segment •Shorten forms •Deploy Optimization •Share campaign plan with field, comms, brand, etc.—get to programmatically align •Share campaign plan with sales Use marketing insight to trigger and prioritize sales outreach •Provide target account web engagement data to sales. •Receive sales outreach reports weekly.
  21. 21. © 2019 DEMANDBASE SLIDE 21 BEST PRACTICE ABM PLAN INCREASE AWARENESS STRATEGIES ACTIONS ID ATTRACT ENGAGE SALES ENABLE- MENT TRACK, MEASURE, REPORT TACTICS Build target account lists based on intent data Using intent data, segment campaigns 1. journey stage 2. keyword intent 1. Focus on segments that are already aware 2. Serve relevant, unique, timely, engaging messages and offers to each segment 1. Get into the buying process early 2. Use intent and web engagement data to prioritize sales outreach 1. Ensure messages, content and offers are right for each segment. 2. Optimize campaigns. 1. Include sales in profile building. 2. Use intent to identify best opportunities (segments). 3. Include sales named accounts in target lists. 4. Unify the entire marketing function around target accounts. 1. Personalize web experiences for each segment. 2. Share campaign plans across marketing function. 3. Share campaign plans with sales. 1. Provide intent and web engagement data to sales 2. Get sales feedback. 1. Implement ABM data management. 2. Report awareness and engagement data to sales 3. Report business outcome data to C-level. INCREASE MQLs INCREASE CONVERSION IMPROVE MEASUREMENT 1. Baseline and track key metrics across the funnel 2. Automate reporting across the funnel
  22. 22. © 2019 DEMANDBASE SLIDE 22 GOALS (WHAT KEY ADVANCES DO YOU NEED TO MAKE THIS YEAR?) 1. _________________________________________________ 2. _________________________________________________ 3. _________________________________________________ 4. _________________________________________________ 5. _________________________________________________ 6. _________________________________________________ 7. _________________________________________________ 8. _________________________________________________ 9. _________________________________________________ 10. _________________________________________________
  23. 23. © 2019 DEMANDBASE SLIDE 23 STRATEGIES AND TACTICS THAT SUPPORT GOALS 1. ________________ 2. ________________ 3. ________________ 4. ________________ STRATEGIES (Plan or Policy)GOALS (Desired Result) TACTICS (Means Used) a) _________________ b) _________________ c) _________________ d) _________________ e) _________________ f) _________________ i. _________________ ii. _________________ iii. _________________ iv. _________________ v. _________________ vi. _________________ vii. _________________
  24. 24. © 2019 DEMANDBASE SLIDE 24 GOAL 1 _______ _______ STRATEGY 1 TACTICS 1. ________________ 2. ________________ 3. ________________ GOAL 1 _______ _______ GOAL 1 _______ _______ STRAT 2 _______ _______ STRAT 3 _______ _______ STRAT 4 _______ _______ STRAT 5 _______ _______ STRAT 6 _______ _______ STRAT 1 _______ _______ STRATEGY 2 TACTICS 1. ________________ 2. ________________ 3. ________________ STRATEGY 3 TACTICS 1. ________________ 2. ________________ 3. ________________ STRATEGY 4 TACTICS 1. ________________ 2. ________________ 3. ________________ STRATEGY 5 TACTICS 1. ________________ 2. ________________ 3. ________________ STRATEGY 6 TACTICS 1. ________________ 2. ________________ 3. ________________ STRATEGY 1 ACTIONS 1. ________________ 2. ________________ 3. ________________ 4. ________________ STRATEGY 2 ACTIONS 1. ________________ 2. ________________ 3. ________________ 4. ________________ STRATEGY 3 ACTIONS 1. ________________ 2. ________________ 3. ________________ 4. ________________ STRATEGY 4 ACTIONS 1. ________________ 2. ________________ 3. ________________ 4. ________________ STRATEGY 5 ACTIONS 1. ________________ 2. ________________ 3. ________________ 4. ________________ STRATEGY 6 ACTIONS 1. ________________ 2. ________________ 3. ________________ 4. ________________ ABM PLANNING TEMPLATE
  25. 25. 3 BIG ABM MEASUREMENT TIPS
  26. 26. © 2019 DEMANDBASE SLIDE 26 Tip #1 Resist consumer KPIs. B2B is not transactional. B2B involves buying committees. If you wait for leads, it’s kind of too late. Only qualified clicks and engagements matter.
  27. 27. © 2019 DEMANDBASE SLIDE 27 Tip #2 Think long-term. Measure short-term. B2B sales cycles are long. Measure both short-term and long-term KPIs. Align measurement with the customer journey.
  28. 28. © 2019 DEMANDBASE SLIDE 28 Tip #3 Measure incremental change. Week/week, quarter/quarter, period/period Pre & post campaign or event Target Account v non-, Audience v audience, campaign v campaign Aware, engaged, converted, closed/won target accounts Pre & post strategy, program, capability change. Marketing efficiency.
  29. 29. Q&A
  30. 30. THANK YOU

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