Leveraging the data to better understand your “ideal customer”
The first reason why we decided to move to ABM was to create a shared language between marketing and sales. The marketing team was so used to talking about leads and MQLS, but when ever we would pass the lead off to sales all we heard about were accounts. By using an account centric language we made it easier to communicate with the sales team which ended up building a better bond between our two teams. Now that we share a similar language we understand each other better.
The 2nd influence to why we decided to go ABM was that our customers didn’t buy like individuals they bought as a group. There was a great article in the Harvard Business Review that describes how businesses and the enterprise buy. They call it the consensus sale. Our reps are taught to go after the one person that could single handedly close the deal but what the article points out is that the average buying group is 5.4 people. 5.4 people have to sign off before the deal goes through. So it only made sense to change the way we sell and market to our customer to accommodate how they buy.
Focusing on who our customers are rather than a shotgun approach and nurturing companies that will provide value to our bottom line.
What it took to transition to this type of marketing approach - the journey or process?
The most important factor in making this transition is your alignment between sales and marketing. We were really lucky to have leaders in both departments willing and wanting to transition to an ABM/ABS model. But with how marketers have been taught to quantify their success and growth this can be a big hurdle to overcome.
ABM can be very disruptive to how a marketing department functions. You’re transitioning your efforts and goals to specific accounts than trying to gather cold leads. Plus how you report success gets more difficult because you can’t just point to a number of leads you generated or qualified. Instead we’re now trying to determine a level of influence marketing had over a particular deal or opportunity. That is a much more complicated thing to quantify.
We couldn’t have switched to ABM with out the access to data. With tools like DiscoverOrg, Zoominfo, and data.com it’s easy for us to build out our org charts and navigate who our buyers are in an organization. Access to this level of data really enables any company to run an ABM model. Without it, ABM and ABS becomes a much more daunting proposition.
Once we knew who are targets where we needed content to interest and educate them about SheerID. We have an amazing content team that is able to create targeted content specific for each role and function within the organization.
The last piece to the puzzle in our transition to ABM was our integration between Acton and our CRM to make sure our lead scoring was alerting reps of interest within a target and that there was clear visibility into what types of content were being sent to our target accounts.
How your company does ABM and the role Marketing Automation plays in it? So what does this look like? First we target accounts that we believe would be able to get the most out of our products. We gather the data and build out the org charts We create the messaging, content and personas And then build out automated programs by job function and role to help educate and nurture the leads We then use Acton’s behavior scoring system to alert the sales team of when an account or an individual at a target account is engaged with us.
4. Share any business benefit, value derived, or resource savings experienced since adopting ABM?
Since we started ABM earlier this year we saw a huge jump in engagement in our marketing content. Week over week our email click through’s increased 240%.
The other noticeable success after turning on ABM was the amount of time before a rep starts talking with a target account. Instead of casting a wide net waiting for a big fish to come, we’re able to send targeted content directly to the individuals who could influence the deal. This in turn has allowed our sales team to slow down on prospecting and simply focus on closing deals.
Becoming Relevant Again
Brand Building and
Getting and Retaining
Demand Generation &
Inbound & Outbound,
Customer and Partner
and Reducing Churn
Account-Based Marketing for a Better Customer Experience
“We have a well-defined
target market. We target
Go old school with your Go-To-Market Strategy
1. 2. 3. 4.
How will you
Who is your
“Is ABM all hype like Social,
Big Data or Predictive
3% of respondents think that
ABM is “all hype”; 25% believe
it’s a real solution. But almost
42% say they “have no idea”
whether it is a clear solution or
Source: Act-On Account-Based Marketing Survey 2016
“Is this the one metric that
will determine the fate of
Customer Lifetime Value (CLV)
Cost of Customer Acquisition
Better Targeting & Alignment across
Marketing, Sales and Post-Sales delivers:
• Lower cost of acquisition
• Outstanding customer experience from
onboarding to renewal
• Focused product development
• Increased upsell and cross-sell