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Invoca's ABM Journey

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Presentation from #FlipMyFunnel's account-based marketing roadshow in San Francisco

Published in: Marketing
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Invoca's ABM Journey

  1. 1. Invoca’s ABM Journey Julia Stead, Director of Demand Gen @juliastead
  2. 2. Spring 2015 – Big Marketing Challenges to Overcome • Quickly grow our pipeline without substantially increasing budget • Get better engagement and results from current campaigns • Close more opportunities @juliastead
  3. 3. With any given marketing campaign (trade show, CPL programs, inbound leads), only a small % were actually potential buyers of Invoca. @juliastead
  4. 4. = low program engagement = low lead to opportunity conversion rates = no clear way to scale pipeline growth without major increase in marketing budget @juliastead
  5. 5. The Solution: ABM = low program engagement = low lead to opportunity conversion rates = no clear way to scale pipeline growth without major increase in marketing budget @juliastead
  6. 6. Our ABM Timeline May 2015 • Learned about ABM and attended sessions at SiriusDecisions Summit in Nashville • Spoke with peers, industry Analysts, and key tech providers @juliastead
  7. 7. July 2015 • Developed initial roll-out framework for campaign structure • Began account selection process with sales Our ABM Timeline May 2015 • Learned about ABM and attended sessions at SiriusDecisions Summit in Nashville • Spoke with peers, industry Analysts, and key tech providers @juliastead
  8. 8. July 2015 • Developed initial roll-out framework for campaign structure • Began account selection process with sales August 2015 • Launched initial test ABM campaigns with email, direct mail, and sales outreach Our ABM Timeline May 2015 • Learned about ABM and attended sessions at SiriusDecisions Summit in Nashville • Spoke with peers, industry Analysts, and key tech providers @juliastead
  9. 9. July 2015 • Developed initial roll-out framework for campaign structure • Began account selection process with sales August 2015 • Launched initial test ABM campaigns with email, direct mail, and sales outreach October 2015 • Revised account selection and management process • Rolled-out omnichannel campaigns on larger scale, including display Our ABM Timeline May 2015 • Learned about ABM and attended sessions at SiriusDecisions Summit in Nashville • Spoke with peers, industry Analysts, and key tech providers @juliastead
  10. 10. Flipping The Funnel: ABM Model @juliastead
  11. 11. Master list of desirable accounts Refined account list by territory (25/75) Data validation with predictive analytics Identify Accounts1 @juliastead
  12. 12. Built out relevant and accurate contact lists for each ABM account: • Leveraging 3rd party tools + with manual prospecting research by SDR team • Initial goal of 3 contacts per account (more for large enterprises, fewer for SMB) Expand: Find the right people2 @juliastead
  13. 13. Built out relevant and accurate contact lists for each ABM account: • Leveraging 3rd party tools + with manual prospecting research by SDR team • Initial goal of 3 contacts per account (more for large enterprises, fewer for SMB) Invested in LeanData platform to get holistic view of accounts: • Matching leads to known accounts • Automatically matching leads & converting contacts to target accounts Expand: Find the right people2 @juliastead
  14. 14. We rolled out ‘omnichannel nurturing’, so contacts get a consistent set of messages across all channels, that progress hem through their path to purchase. Engage: Leverage all channels Direct Mail Email Display SDR outbound 3 @juliastead
  15. 15. Measuring Results and Advocacy Switched to multi-touch attribution model, to measure impact of all ABM campaigns 4 @juliastead
  16. 16. Main KPIs • Total amount of influenced pipeline ($) • Pipe to spend ratio across all ABM programs (goal: 10x) • Overall conversion rate (%) and win rate (%) • Compare conversion and engagement rates for ABM campaigns vs previous Measuring Results and Advocacy4 @juliastead
  17. 17. Measuring Results and Advocacy Secondary KPIs • Isolating specific channels to measure uplift impact (display) • Number of engaged ABM accounts (%), portion of engaged contacts within ABM accounts (%) 4 @juliastead
  18. 18. • Increase in total pipeline after beta ABM programs launched: 1.8X more pipeline than last 2Q Results @juliastead
  19. 19. • Increase in total pipeline after beta ABM programs launched: 1.8X more pipeline than last 2Q • Pipeline to spend ratio for beta ABM programs: 26X Results @juliastead
  20. 20. • Increase in total pipeline after beta ABM programs launched: 1.8X more pipeline than last 2Q • Pipeline to spend ratio for beta ABM programs: 26X • Lift in opportunity creation rates when ABM display campaigns were added: 50-200% Results @juliastead

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