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How to Build a World-Class ABM Practice with Fit, Intent, Recency, and Engagement (FIRE)

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Are you ready to FIRE up your ABM?

Join Kerry Cunningham, Sr. Research Director at SiriusDecisions, and Matt Amundson, VP of Marketing at EverString, to understand how to combine fit, intent, recency, and engagement data to build a potent go-to-market strategy.

Register to learn:

- The definition of FIRE
- How to uncover high-fit prospects who are showing buying intent
- Strategies to align marketing and sales
- How to introduce FIRE within your company

Published in: Marketing
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How to Build a World-Class ABM Practice with Fit, Intent, Recency, and Engagement (FIRE)

  1. 1. How to Build a World-Class ABM Practice with Fit, Intent, Recency and Engagement (FIRE)
  2. 2. © 2017 SiriusDecisions. All Rights Reserved #SDTechX How to Build a World-Class ABM Practice with Fit, Intent, Recency and Engagement (FIRE) Kerry Cunningham Senior Research Director @KerrySirius
  3. 3. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved#SDTechX @JStevenSilver@KerrySirius 3 Identifying B-to-B Buyers: Not Too Big, Not Too Small While we often use the term “account” in b-to-b, an account is often not the true target that product, marketing and sales have in mind when they think about the buyer. Account Persona
  4. 4. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved#SDTechX @JStevenSilver@KerrySirius 4 Identifying B-to-B Buyers: Not Too Big, Not Too Small While we often use the term “account” in b-to-b, an account is often not the true target that product, marketing and sales have in mind when they think about the buyer. Account Persona The Goldilocks Zone
  5. 5. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved#SDTechX @JStevenSilver@KerrySirius 5 Identifying B-to-B Buyers: Not Too Big, Not Too Small While we often use the term “account” in b-to-b, an account is often not the true target that product, marketing and sales have in mind when they think about the buyer. Account Persona Buying Centre • Experiences the need • Has autonomy (and budget) to solve it The Goldilocks Zone
  6. 6. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved#SDTechX @JStevenSilver@KerrySirius 6 Identifying B-to-B Buyers: Not Too Big, Not Too Small While we often use the term “account” in b-to-b, an account is often not the true target that product, marketing and sales have in mind when they think about the buyer. Account Persona Buying Centre Buying Team/Group The Goldilocks Zone
  7. 7. © 2017 SiriusDecisions. All Rights Reserved#SDTechX @JStevenSilver@KerrySirius 7 Demand Units: Defining B-to-b Buyers Demand Units are Buying Centers with Needs That Your Solution Fits & a Buying Group organized to address those Needs Relationships Who engages with sellers & influences purchase? What resources must the group command to acquire the solution? Needs Fit What does a good-fit need look like? What causes buy cycles to start and what influences their prioritization? +
  8. 8. © 2017 SiriusDecisions. All Rights Reserved#SDTechX @JStevenSilver@KerrySirius 8 Signal Detection – Seeing What Lurks Beneath Lead Score 75 One AQL All else being equal, which of these looks like the hottest opportunity?
  9. 9. © 2017 SiriusDecisions. All Rights Reserved#SDTechX @JStevenSilver@KerrySirius 9 Signal Detection – Seeing What Lurks Beneath Lead Score 75 Lead Score 25 Lead Score 50 Lead Score 75 One AQL One AQL, 2 INQs All else being equal, which of these looks like the hottest opportunity?
  10. 10. © 2017 SiriusDecisions. All Rights Reserved#SDTechX @JStevenSilver@KerrySirius 10 Signal Detection – Seeing What Lurks Beneath Lead Score 75 Lead Score 25 Lead Score 50 Lead Score 75 Lead Score 25 Lead Score 25 Lead Score 10 Lead Score 10 One AQL One AQL, 2 INQs No AQLs, 4 INQs All else being equal, which of these looks like the hottest opportunity?
  11. 11. © 2017 SiriusDecisions. All Rights Reserved#SDTechX @JStevenSilver@KerrySirius 11 Signal Detection – Seeing What Lurks Beneath Lead Score 75 Lead Score 25 Lead Score 50 Lead Score 75 Lead Score 25 Lead Score 25 Lead Score 10 Lead Score 10 One AQL One AQL, 2 INQs No AQLs, 4 INQs All else being equal, which of these looks like the hottest opportunity?
  12. 12. © 2017 SiriusDecisions. All Rights Reserved#SDTechX @JStevenSilver@KerrySirius 12 Signal Detection – Seeing What Lurks Beneath Lead Score 75 Lead Score 25 Lead Score 50 Lead Score 75 Lead Score 25 Lead Score 25 Lead Score 10 Lead Score 10 One AQL One AQL, 2 INQs No AQLs, 4 INQs Here’s what that looks like in your systems…
  13. 13. © 2017 SiriusDecisions. All Rights Reserved#SDTechX @JStevenSilver@KerrySirius 13 Signal Detection – Seeing What Lurks Beneath Lead Score 75 One AQL Here’s what that looks like in your systems…
  14. 14. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 14 AI & Intent Monitoring in the Demand Unit Waterfall™ Several categories of intent signals play an important role in the top of the SiriusDecisions Demand Unit Waterfall. Target Demand No intent signals have been detected from demand units in the target demand stage Active Demand Third- and first-party identified intent is the trigger to move demand units from target demand to active demand Engaged Demand First-party, opted-in contact intent triggers the move of demand units from active demand to engaged demand Prioritized Demand Engaged scores, including first- and third-party, identified, and opted-in, contribute to the progression of demand units from engaged demand to prioritized demand Closed Pipeline Qualified Demand Prioritized Demand Target Demand Engaged Demand Active Demand
  15. 15. SiriusPerspective: © 2018 SiriusDecisions. All Rights Reserved#SDSummit @KerrySirius 15 AI for Measurement Across the Waterfall Several uses of AI play an important role in the top of the Demand Unit Waterfall, signaling the progress of Demand Units from Target through to Prioritized. Measure: Target Accounts/ Demand Units. AI builds a model and then identifies and sources ideal prospect accounts to fill Target Demand Stage.
  16. 16. SiriusPerspective: © 2018 SiriusDecisions. All Rights Reserved#SDSummit @KerrySirius 16 AI for Measurement Across the Waterfall Several uses of AI play an important role in the top of the Demand Unit Waterfall, signaling the progress of Demand Units from Target through to Prioritized. Measure: Target Accounts. AI builds a model and then identifies and sources ideal prospect accounts to fill Target Demand Stage. Measure: In-market accounts. Third- and first-party Intent signals are detected and trigger progress of Demand Units from Target to Active.
  17. 17. SiriusPerspective: © 2018 SiriusDecisions. All Rights Reserved#SDSummit @KerrySirius 17 AI for Measurement Across the Waterfall Several uses of AI play an important role in the top of the Demand Unit Waterfall, signaling the progress of Demand Units from Target through to Prioritized. Measure: Target Accounts. AI builds a model and then identifies and sources ideal prospect accounts to fill Target Demand Stage. Measure: Engagement- Scored Accounts. AI identifies behavioral patterns that indicate when Buying Groups are ripe for personal outreach. Measure: In-market accounts. Third- and first-party Intent signals are detected and trigger progress of Demand Units from Target to Active.
  18. 18. SiriusPerspective: © 2018 SiriusDecisions. All Rights Reserved#SDSummit @KerrySirius 18 AI for Measurement Across the Waterfall Several uses of AI play an important role in the top of the Demand Unit Waterfall, signaling the progress of Demand Units from Target through to Prioritized. Measure: Target Accounts. AI builds a model and then identifies and sources ideal prospect accounts to fill Target Demand Stage. Measure: In-market accounts. Third- and first-party Intent signals are detected and trigger progress of Demand Units from Target to Active. Measure: Engagement- Scored Accounts. AI identifies behavioral patterns that indicate when Buying Groups are ripe for personal outreach. Measure: Target Account Engagement AI identifies content and tactics that effectively engage prospects
  19. 19. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 19 Intent Data Framework While most people only think of third-party intent data, all forms of prospect behavioral data can be regarded as potential signals of buyer intent.
  20. 20. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 20 Intent Data Framework While most people only think of third-party intent data, all forms of prospect behavioral data can be regarded as potential signals of buyer intent. First-Party Information generated by owned and operated systems. First-Party ContactsAccounts
  21. 21. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 21 Intent Data Framework While most people only think of third-party intent data, all forms of prospect behavioral data can be regarded as potential signals of buyer intent. First-Party Information generated by owned and operated systems. Third-Party Information provided by an external source. First-Party Third-Party ContactsAccounts
  22. 22. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 22 Intent Data Framework While most people only think of third-party intent data, all forms of prospect behavioral data can be regarded as potential signals of buyer intent. First-Party Information generated by owned and operated systems. Third-Party Information provided by an external source. First-Party Third-Party ContactsAccountsIdentified
  23. 23. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 23 Intent Data Framework While most people only think of third-party intent data, all forms of prospect behavioral data can be regarded as potential signals of buyer intent. Opted-In You have explicit permission to contact. First-Party Information generated by owned and operated systems. Third-Party Information provided by an external source. Opted-InIdentified First-Party Third-Party ContactsAccounts
  24. 24. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 24 Intent Data Framework While most people only think of third-party intent data, all forms of prospect behavioral data can be regarded as potential signals of buyer intent. First-Party Information generated by owned and operated systems. Third-Party Information provided by an external source. Opted-InIdentified First-Party Third-Party ContactsAccounts Identified Known, but not invited, no opted-in contacts. Opted-In You have explicit permission to contact.
  25. 25. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 25 Questions Answered by Type of Intent Each form of intent data adds a layer of evidence about the interests of your prospects and answers different questions about your audience and their level of interest. Inbound Leads Is anyone interested in us?
  26. 26. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 26 Questions Answered by Type of Intent Each form of intent data adds a layer of evidence about the interests of your prospects and answers different questions about your audience and their level of interest. Inbound Leads Identified 1st Party Is that anyone a lone actor or part of a buying team? Is anyone interested in us? Do we have interested organizations that aren’t self- identifying?
  27. 27. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 27 Questions Answered by Type of Intent Each form of intent data adds a layer of evidence about the interests of your prospects and answers different questions about your audience and their level of interest. Inbound Leads Identified 1st Party Identified 3rd Party Is that anyone a lone actor or part of a buying team? Is anyone interested in us? Is it just us, or is there a general search happening? Are there organizations out looking for what we do that aren’t finding us? Do we have interested organizations that aren’t self- identifying?
  28. 28. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 28 Questions Answered by Type of Intent Each form of intent data adds a layer of evidence about the interests of your prospects and answers different questions about your audience and their level of interest. Inbound Leads Identified 1st Party Identified 3rd Party Opted-In 3rd Party Is that anyone a lone actor or part of a buying team? Is anyone interested in us? Is it just us, or is there a general search happening? Are there organizations out looking for what we do that aren’t finding us? Do we have interested organizations that aren’t self- identifying? Are there organizations out looking for what we do that aren’t finding us? Is it just us, or is there a general search happening? Whom should we seek out?
  29. 29. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 29 Third-Party Intent Data: Conditions For Use While most people only think of third-party intent data, all forms of prospect behavioral data can be regarded as potential signals of buyer intent. 1. Your buyers search for solutions coherently – they know what they are looking for and use consistent terms, sites, etc. Coherent 2. Your buyers work behind corporate IP addresses – ie, they aren’t in SMBs, and they aren’t working remotely on home networks Identifiable 3. You are content to either: a) deliver ads to intent-identified prospect accounts and wait for responses, or b) effectively prospect into identified accounts Actionable
  30. 30. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 30 Goal: Act On Existing Inbound Leads If you have inbound leads, you have first-party, opted-in intent data – the most valuable source of intent signals, but to see demand clearly individual leads should be grouped. Measure Scenario 1 3 4 Starting With… Adding… Opted-InIdentified 2 Third- Party First-Party Insight
  31. 31. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 31 Goal: Act On Existing Inbound Leads If you have inbound leads, you have first-party, opted-in intent data – the most valuable source of intent signals, but to see demand clearly individual leads should be grouped. Measure • Engaged demand units • Percentage of target demand units engaged Scenario A: You have inbound leads 1 3 4 Starting With… • Inbound leads… Adding… • Buying groups -- Aggregate Inbound to Demand Units • Do you have multiple inbound leads coming from the same demand units? Opted-InIdentified 2 Third- Party First-Party Insight When accounts shop us, how many individuals are part of the shopping team? Gated content consumption, form fills
  32. 32. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 32 Goal: Prioritize Inbound with 1st Party Intent Almost all web traffic is anonymous, so first-party, account-level identified traffic puts inbound leads into context, providing evidence that an inbound lead is part of a buying group. Measure • Conversion increase from engaged demand to prioritized demand • Conversion increase from prioritized demand to qualified demand Scenario: Prioritize Inbound/ ABM1 3 4 Starting With… • You have inbound leads Adding… • 1st Party Identified • To see whether the leads are ‘lone actors’ or part of a movement Opted-InIdentified 2 Third- Party First-Party Insight How much of the shopping your prospects do results in a form-filled lead, and how much is anonymous? De-anonymized first-party Web traffic
  33. 33. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 33 Goal: Validate That Inbound Leads Are Real Buyers? Adding third-party, account-level intent validates first-party intent, helping to prioritize outreach. Measure • Conversion increase from engaged demand to prioritized demand • Conversion increase from prioritized demand to qualified demand Scenario: Prioritize Inbound/ ABM1 3 4 Starting With… • Inbound leads Adding… • Third party Intent • To prioritize inbound leads by noticing if there is evidence of a legitimate buying motion. Opted-InIdentified 2 Third- Party First-Party Insight Can we refine our lead follow-up by observing which accounts are most active elsewhere? Third-party, account-level intent; Web search terms, site visits Social listening
  34. 34. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 34 Goal: Identify New Demand Via Third-Party Intent Adding third-party, account-level intent validates first-party intent, helping to prioritize outreach and, crucially, may source additional prospect opportunities, thus reducing uncontested losses. Measure • Conversion increase from engaged demand to prioritized demand • Conversion increase from prioritized demand to qualified demand Scenario C: Unseen demand1 3 4 Starting with… • Inbound leads or nothing Adding… • Third-party intent signals • Find new accounts that don’t find you • Drive ads into accounts to produce responses Opted-InIdentified 2 Third- Party First-Party Insight Are there target demand units shopping for our category of solution but not finding us? Third-party, account-level intent; Web search terms, site visits Social listening
  35. 35. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved#SDTechX @@KerrySirius 35 Goal: Monitor ABM Via Third-Party Intent Adding third-party, account-level intent validates first-party intent, helping to prioritize outreach and, crucially, may source additional prospect opportunities, thus reducing uncontested losses. Measure • Conversion increase from engaged demand to prioritized demand • Conversion increase from prioritized demand to qualified demand Scenario C: Unseen demand1 3 4 Starting with… • Target Account lists Adding… • Third-party intent signals • Be on top of any intent signals coming from target accounts Opted-InIdentified 2 Third- Party First-Party Insight Do we know when our target accounts are heading to market? Third-party, account-level intent; Web search terms, site visits Social listening
  36. 36. Powering Your GTM with Fit, Intent, Recency & Engagement (FIRE)
  37. 37. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY37 What is FIRE?
  38. 38. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY38 Is this what your interactions with prospects look like?
  39. 39. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY39 Is this what your interactions with prospects look like? Account Executive
  40. 40. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY40 Is this what your interactions with prospects look like? Account Executive Prospect
  41. 41. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY41 Why is this happening? Account Executive Prospect “There’s no way this account could ever buy from us, they’re a terrible fit for our product. Who set me up on this call!?!” “Why did I agree to take this call? I don’t want what they’re selling, plus I don’t even have budget.”
  42. 42. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY42 Let’s change things by targeting the right prospect at the right time!
  43. 43. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY43 What does a “Fit” prospect look like? Demographics
  44. 44. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY44 What does a “Fit” prospect look like? Firmographics
  45. 45. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY45 What does a “Fit” prospect look like? Firmographics Technographics
  46. 46. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY46 What does a “Fit” prospect look like? Firmographics Technographics Departmental Maturity
  47. 47. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY47 What does a “Fit” prospect look like? Firmographics Technographics Departmental Maturity An Interesting Event
  48. 48. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY48 Intent: 1st Party vs 3rd Party
  49. 49. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY49 Intent: 1st Party vs 3rd Party
  50. 50. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY50 Combining Fit and Intent Target Account Increase in Research
  51. 51. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY51 Recency is about taking action … now!
  52. 52. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY52 Recency is about taking action … now!
  53. 53. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY53 Send compelling offers to Fit accounts with Intent to create engagement
  54. 54. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY54 Send compelling offers to Fit accounts with Intent to create engagement
  55. 55. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY55 Send compelling offers to Fit accounts with Intent to create engagement
  56. 56. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY56 Send compelling offers to Fit accounts with Intent to create engagement
  57. 57. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY57 Send compelling offers to Fit accounts with Intent to create engagement
  58. 58. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY58 Results of FIRE
  59. 59. ©2018 EverString :: CONFIDENTIAL & PROPRIETARY59 To learn more, check out our eBook www.everstring.com/firebook @mattya56 matt@everstring.com @kerrysirius

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