1. 12/15/16
HACKING A TRADESHOW
WITH ABM APPROACH
Sampo Kallunki, Marketing Manager, Abloy
16.11.2016

2. How to tailor and target the value
propositions for different accounts
and stakeholders?
ABLOY’s mechatronic locking has
many benefits for different
professional end users
How to combine tradeshows and
sales activities with account
targeted advertising?
ABLOY has international presence,
yet it is challenging to reach the
right target groups
How can marketing measure
engagement and customer
journeys on account level?
ABLOY’s goal in marketing is to
manage customer journeys with
data and insight
16.11.2016 Sampo Kallunki

3. 16.11.2016
It is all about aligning marketing and sales to
work jointly to bring in the right ”fish”
SAMPO KALLUNKI

4. 12/15/16
How to tailor and target the
value propositions for different
accounts and stakeholders?

5. According to IDC, the average deal today
involves more than eight decision makers
16.11.2016 Sampo Kallunki

6. START FROM ACCOUNTS, TAILOR VALUE PROPOSITIONS
Managing security
Managing the network
Managing change (CAPEX)
Managing OPEX
Their challenges
= value propositions
PersonasAccounts
Security & safety mgmt.
Facility mgmt.
Project mgmt.
Implementation mgmt.
CEO / CFO
Physical
network
owners
(owns infra)
Maintenance companies
Network providers
Security firms
Telecom
companies
(operators)
16.11.2016 Sampo Kallunki

7. www.securecriticalinfra.com
Chapters based on
value propositions
”Freemium” content
approach – chapters 2-4
are gated
MAKE THE MESSAGE
ENGAGING WITH
INTERACTIVE
CONTENT
16.11.2016 Sampo Kallunki

8. Telecom
company
CFO
Security
firm
Security
manager
USE ABM APPROACH TO DRIVE RIGHT TRAFFIC
16.11.2016 Sampo Kallunki

9. TEST – TEST – TEST
VERSION A: INTERACTIVE QUESTIONS VERSION B: NO QUESTIONS
16.11.2016 Sampo Kallunki

10. 12/15/16
How to combine tradeshows and
sales activities with account
targeted advertising?

11. THE OLD WAY:
Blast, talk, forget
?
?
BEFORE
Reach 20% of target
group before the
tradeshow – the same
message to everyone
DURING
Try to meet as many
visitors as you can – most
likely your old friends
AFTER
Go through your
notebook and try to
match business cards
with your notes
THE NEW WAY:
Target, engage, trigger
BEFORE
Leverage all possible data
sources and tailor
message to each
stakeholder
DURING
Get the stakeholders visit
your booth & deliver
personalized
presentations with sales
tool
AFTER
Automate lead
management, score &
analyze tradeshow
generated new leads.
List of participants
(role + company)
16.11.2016 Sampo Kallunki

12. Focus on quality and depth of target accounts.
10 people from 1 right company is better than
1 person from 10 random companies
16.11.2016 Sampo Kallunki

13. TACTICS TO BE UTILIZED
Focus on activating CTA e.g.:
Download PDF & claim free lunch
coupon at our stall / to your email
See you at The Big5
in Dubai,
Stand #123
Enjoying The Big5 in Dubai?
Meet us at stand #123
Blog post:
OUR KEY TAKE-AWAYS FROM
BIG5 2016
Why electromechanical
locking is the future
DOWNLOAD
WHITEPAPER
CTA related to tradeshow themes
e.g.:
Read our blog post with key
takeaways from the tradeshowDid you enjoy The Big 5
in Dubai?
Here are our top 5 insights!
Target based on list of
attendees (company &
title)
Target based on
geographical location of
the tradeshow
Target based on IP-
address of the free Wi-Fi
at the tradeshow
Utilize sales tool at
tradeshow to convert
leads to web onsite
16.11.2016 Sampo Kallunki

14. 12/15/16
How can marketing measure
engagement and customer
journeys on account level?

15. THE OLD WAY:
Measure downloads
THE NEW WAY:
Measure customer journey
Download whitepaper
LANDS ON MICROSITE UNLOCKS CHAPTERS
JUMPS TO CHAPTER 4READS FINAL CHAPTER
16.11.2016 Sampo Kallunki

16. ABM: FOCUS ON QUALITY INSTEAD OF QUANTITY
Level 1:
Organic visitors
Level 2:
Paid visitors
Level 3:
Identified visitors
Quality instead of quantity – do the right
companies visit? Which chapters do they
read? How many visits from company X?
Account level ROI – do the right
stakeholders visit? Which chapters do CEOs
read? Are we able to engage with the right
stakeholders?
Leads generated – are we able to convert
the right accounts? Have we converted
enough stakeholders within an account?
16.11.2016 Sampo Kallunki

17. 12/15/16
Account Based Marketing
– our learnings

18. How to tailor and target the value
propositions for different accounts
and stakeholders?
• Understand your customers – create
content on account and role-
specific value propositions
• Create interactive online content
instead of downloadables
• Increase lead generation with
freemium content approach
• Base advertising on value
proposition – LinkedIn is an easy
way into ABM
• Use all available data to hack the
reach beyond sales & email
• Make the most out of tradeshows
even without attending them
How to combine tradeshows and
sales activities with account
targeted advertising?
How can marketing measure
engagement and customer
journeys on account level?
• Focus on quality instead of quantity
- measure target account traffic as
share of total traffic
• Be rigorous with setup – every UTM
tag needs to be in place
• Provide sales with tools to dig deep
into leads’ digital behavior
HOW TO GET STARTED WITH ABM?
16.11.2016 Sampo Kallunki

19. The ABM approach shifts the entire company’s
focus on marketing!
16.11.2016 Sampo Kallunki

20. OUR PROCESS FOR CUSTOMER-DRIVEN PROGRAMS
Business
objectives
Customer
understanding
Thought
leadership
Lead
generation
Lead
nurturing
Sales
conversion
Select segments and
define ABM strategy
Map personas and
journeys
Build content pillars Distribute content
Identify sales
opportunities
Increase sales
effectiveness
Telecom
Energy
Transportation
16.11.2016 Sampo Kallunki

21. An ASSA ABLOY Group brandWWW.ABLOY.COM
THANK YOU!
12/15/16