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From Pilot to Pipeline: How BlackLine Got Buy-in, Results and Budget with ABM

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After attending the ABM Innovation Summit in 2016, BlackLine was ready to put ABM to the test, but still had to gain executive buy-in and, most of all, budget. In this session, Brandee Sanders will show you how her team aligned marketing with sales and executive teams, operationalized ABM and demonstrated results that helped secure the budget needed to launch a broader ABM strategy.

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From Pilot to Pipeline: How BlackLine Got Buy-in, Results and Budget with ABM

  1. 1. FROM PILOT TO PIPELINE Brandee Sanders Director of Digital Marketing & Analytics, BlackLine HOW BLACKLINE GOT BUY-IN, RESULTS AND BUDGET WITH ABM
  2. 2. AGENDA § CHALLENGES IN BUDGETING § WAYS TO FIND BUDGET § TOP B2B BUDGET CATEGORIES § PILOT, TIPS AND OPTIMIZATION § MEASURING YOUR RESULTS
  3. 3. CHALLENGES IN BUDGETING
  4. 4. SLIDE 5 BUDGET FEELINGS STAGE 1
  5. 5. SLIDE 6 BUDGET FEELINGS STAGE 2 WHEN REALITY HITS
  6. 6. SLIDE 7 CHALLENGES YOU’RE FACING IN BUDGETING
  7. 7. WAYS TO FIND BUDGET
  8. 8. SLIDE 9 WHERE ARE YOU LOOKING?
  9. 9. SLIDE 10 5 Ways Marketers Are Finding Budget for ABM Top-down directive is in place Use innovation budget to test Partner with other teams to fund programs Roll up under other Initiatives Shift and reallocate budgets from existing programs $ $ WAYS TO BUDGET FOR ABM
  10. 10. SLIDE 11 ABM Budget Directive Determine what areas are ready for ABM § Processes § Technologies § Program/Channels Identify a starting point Prioritize under performing areas first{ WAYS TO BUDGET FOR ABM
  11. 11. SLIDE 12 WAYS TO BUDGET FOR ABM Use innovation budget to test Find a test that will make a difference Be sure to measure for a successful test Be cautious and conscious of test time frames $ {
  12. 12. SLIDE 13 WAYS TO BUDGET FOR ABM Partner with departments to fund Sales and Marketing Alignment is a 2-way street Sales needs more than leads, they need target account insights like: § Anonymous buyer activity § Product interest alerts § Stalled deals visibility {
  13. 13. SLIDE 14 WAYS TO BUDGET FOR ABM Roll up under other initiatives What other initiatives will ABM support? § Website Redesign § Customer Experience Enhancements § Marketing Automation {
  14. 14. SLIDE 15 WAYS TO BUDGET FOR ABM Be honest about what’s working and what’s not Start with your list of budget areas to determine where you can make changes Shift or Re-allocation Budgets $ {
  15. 15. SLIDE 16 WAYS TO BUDGET FOR ABM Where are you currently spending? Narrow options for consideration Start with Low hanging fruit Set Baseline Performance Evaluations/Threshold Make decisions on spend and programs
  16. 16. TOP B2B BUDGET CATEGORIES
  17. 17. SLIDE 18 TOP B2B MARKETING BUDGET CATEGORIES FIELD MARKETING Hospitality Events WEBSITE CRM MAS/MAP DMPs Analytics Predictive TECHNOLOGY / INFRASTRUCTURE DEMAND GEN Sponsorships: Events Sponsorships: Content Digital Events: Webinars Advertising Content Syndication/ 3rd party Networks Direct Mail CONTENT MARKETING PRODUCT MARKETING PR/ANALYST AGENCY FEES Testing Design Social Paid Social SEMSEM
  18. 18. SLIDE 19 CATEGORICAL SPEND UNAFFECTED BY ABM WEBSITE CRM MAS/MAP DMPs Analytics Predictive TECHNOLOGY / INFRASTRUCTURE CONTENT MARKETING PRODUCT MARKETING PR/ANALYST AGENCY FEES Testing Design Start by ruling out areas you can’t cut
  19. 19. SLIDE 20 THEN WHAT CATAGORIES CAN BE OPTIMIZED? FIELD MARKETING Hospitality Events WEBSITE DEMAND GEN Sponsorships: Events Sponsorships: Content Digital Events: Webinars Advertising SEM Content Syndication/ 3rd party Networks Paid Social Direct Mail CONTENT MARKETING PRODUCT MARKETING PR/ANALYST AGENCY FEES Testing Design Paid Social SEM CRM MAS/MAP DMPs Analytics Predictive TECHNOLOGY / INFRASTRUCTURE
  20. 20. SLIDE 21 WHAT YOU HAVE TO WORK WITH Advertising FIELD MARKETING Hospitality Events DEMAND GEN Sponsorships: Events Sponsorships: Content Digital Events: Webinars Content Syndication/ 3rd party Networks Direct Mail Social Paid Social SEMSEM Categories you can optimize for ABM WEBSITE
  21. 21. SLIDE 22 THE CHOICE IS MADE! Advertising FIELD MARKETING Hospitality Events DEMAND GEN Sponsorships: Events Sponsorships: Content Digital Events: Webinars Content Syndication/ 3rd party Networks Direct Mail Social Paid Social SEMSEM WEBSITE
  22. 22. PILOT, TIPS AND OPTIMIZATION
  23. 23. SLIDE 24 CHOOSING WEB PERSONALIZATION § Why? Because it was manageable, didn’t require massive buy in and could be controlled § The goal was to deliver a truly personalized experience to each visitor on the website in real- time § Leveraging Demandbase Engagement Solutions could give us deep buyer insights—and ability to optimize our ABM pilot at scale § If successful we could begin asking for a larger scale ABM initiative and begin rolling out larger projects with greater buy in across the organization The Personalization Pilot
  24. 24. SLIDE 25 WEB PERSONALIZATION TIPS § Tip #1: Start with Segments You’ll want to divide your website visitors into groups based on attributes. Some common B2B segments include verticals, company size, sales stage, revenue and geography. Once you identify a segment, you can align the message with where they are in their journey. § Tip #2: Personalize High-Value Pages Start by identifying high-traffic pages, maybe your homepage, product pages, campaign page and contact/demo pages, as well as key-influencer pages, like company pages. § Once you’ve identified the pages you want to personalize, you can start to identify content and messaging that is relevant. You don’t the entire world here to be successful. Instead, the idea is to leverage the content you already have.
  25. 25. SLIDE 26 WEB PERSONALIZATION TIPS § Tip #3: Focus on Driving Traffic to Your Site Next, you’ll want to ensure that you are driving traffic to the pages you personalized. So be sure to sync your personalization efforts with those of your demand generation team. § Tip #4: Practice Smart Measurement Measurement is what ties all of this together, if you can’t prove it, no one will care what great work you’ve done! While you are always focused on driving conversion, you will also want to drive an increase in engagement. § This can be measured by time on site, pages per session, bounce rate and exit rate. The more a visitor is engaged, the more likely they are to convert. The more conversions, you get the idea!
  26. 26. MEASURING YOUR RESULTS
  27. 27. SLIDE 28 RESULTS § Positive Increase for Demos § Increase for Conversions to Gated Content § CR Increase for On Demand Content § BR for users who engaged with Site Optimization was dramatically lower vs generic messaging § Avg. Session Time Increase Up when using personalized messaging vs generic Spoke for themselves!
  28. 28. SLIDE 29 NOT ALL RESULTS ARE THE SAME – SO SET BASELINES Evaluating previous performance to set baselines and define threshold/metrics for cut vs keep (opp gen, target account ratios, pipeline acceleration, etc.) § Old evaluation metrics § New ABM ones How will measuring success change for each program? § Performance/attribution tracking § Cost tracking
  29. 29. SLIDE 30 THINGS TO ALWAYS KEEP IN MIND §Clearly set and define expectations for the initial investment §Start with small tests to prove case for repeat investment §Plant the seed – manageable mini’s §Don’t expect an overnight ABM success tree §Shared costs is tied to shared benefits §Understanding value of spend prior to the ask §Communicate clear goal around spend / anticipated returns
  30. 30. THANK YOU

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