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ABM: How to Reach & Engage Hard-to-Reach, Global Buyers (presented on BrightTalk)


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See Kwanzoo VP of Marketing Kelly J Waffle present on ABM Goals and Strategies, Identifying Target Accounts, Personalization and Effective Messaging, and more.

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ABM: How to Reach & Engage Hard-to-Reach, Global Buyers (presented on BrightTalk)

  1. 1. ABM: How to Reach & Engage Hard-to-Reach, Global Buyers Copyright © 2017. Kwanzoo, Inc. Confidential – Do Not Kelly J. Waffle VP, Marketing & Partnerships June 6, 2018
  2. 2. Why Me? I offer a multi-faceted view of ABM based on years of experience:  Heading up corporate marketing departments and overcoming the challenges of Demand Generation, Branding, and ABM (Corporate Marketing)  Leading marketing consulting groups implementing ABM and Demand Generation strategies and processes (Marketing Consulting)  Creatively generating demand or brand as a creative director and copywriter at marketing agencies (Agency Leadership)  Developing marketing automation programs – winner of both Eloqua “Markie” award and Marketo “Revvie” award (Marketing Automation Practitioner)
  3. 3. Your ABM Journey Begins…  Define ABM Goals & Strategies  Identify & Prioritize Target Accounts (data, modeling, etc.)  Determine Best Channels  Define Personalized & Effective Messaging  Execute ABM Campaign  Measure, Evaluate, & Optimize
  4. 4. Dream: Reach and Engage With One of Your Targets—Globalcorp  VP, Marketing  Toronto
  5. 5. Reality: At Least Six Other Targets Are Involved in the B2B Purchase Decision “The average number of customer stakeholders involved in a B2B purchasing decision is 6.8.” Brent Adamson Author The Challenger Sale The Challenger Customer
  6. 6. Reality: Globalcorp Has a Buying Group* of Eight for Your Purchase Decision  2 VPs in Toronto  1 VP in Denver  1 Sr. Director in London  1 Director and 2 Sr. Managers in San Francisco  1 VP in Tokyo *SiriusDecisions calls this group a “demand unit.”
  7. 7. Some of the “Best Channels” to Help You Reach Your Destinations  Email Marketing & Marketing Automation  Trade Shows, Conferences, & Sponsored Events  BDRs & SDRs  Direct Mail & Executive Gift Boxes
  8. 8. Email Marketing & Marketing Automation  281 billion emails per day will be sent and received in 2018 (Radicati Group)  Only 24% of sales emails are opened (HubSpot)  The average email click-through rate across industries in 2017 was 4.19% (SmartInsights)  The average person deletes 48% of the emails they receive every day. This task takes them just five minutes. (HubSpot)
  9. 9. Trade Shows, Conferences, & Sponsored Events • On average, floor space costs $22.32 per square foot (Tradeshow Institute) • The industry average to purchase individual portable trade show booths is $100-$150 per square foot (E&E Exhibit Solutions) • Exhibit rentals are about 35% of the hardware purchase cost (E&E Exhibit Solutions) • Expensive considerations: freight, drayage, rentals, carpeting/flooring, electricity, Internet, installation/dismantling labor, A/V equipment, travel, and more.
  10. 10. SDRs & BDRs  It takes 18 or more dials to connect with a prospect over the phone and call-back rates are below 1%. (TOPO)  The average Sales Development representative makes 46 calls a day. (The Bridge Group)  Teleprospectors make between 100 and 500 calls for every lead they qualify. (SiriusDecisions)
  11. 11. Direct Mail & Executive Gift Boxes • The average rate of return on direct mail campaigns is generally 0.50% to 2.0%. (JWM Business Services) • Factor in list, creative, offer, printing, shipping, and other costs and direct mail is more expensive than any other promotion tool available out there. (FrescoData) • Wrong street numbers or names and mismatched city, state and zip codes are direct mail issues. Every mislabeled mailer is wasted expense. (AZCentral)
  12. 12. Reaching the Hard-to-Reach Buyer Tip: Leverage Display Advertising & Retargeting  Display ads are more suitable for long sales processes than for selling high volumes. (NIBusinessInfo)  41% of people between 18-29 years old say they use ad blocking software. (Adobe)  The average click-through rate for display ads is 0.07 percent, while the average click-through for retargeted Ads is about 0.7 percent. (Invesp)  46% of search engine marketing professionals believe retargeting is the most underused online marketing technology. (Invesp)
  13. 13. Advantages of ABM Display Advertising & Retargeting  B2B Audience Segmentation – Submit a list of accounts and see what kind of reach you can have before you run a program.  ABM Program Baselining – See which accounts are and are not visiting your website before you run a program. Where do you need more air cover?  Global Coverage – Reach target decision makers around the world through IP- and cookie-based targeting  Depth of Targeting – Target via job function, persona/job interest, job level/job title, event attendance, partner or competitor following, etc.  Program Integration – Tie marketing automation and display advertising activities and data together for retargeting, etc.
  14. 14. The “ZeroTouch to Close” B2B Marketing & Sales Process The “ZeroTouch to Lead” phase requires a platform that enables reaching and engaging buyers at target accounts, prior to them identifying themselves and/or engaging with the brand through any digital channel.
  15. 15. Accelerating From ZeroTouch to an Opportunity
  16. 16. Reaching the Hard-to-Reach Buyer Tip: Focus More on the ZeroTouch to Lead Stage How many hard-to-reach buyers never make it to the lead stage due to a lack of interaction or engagement?
  17. 17. Reaching the Hard-to-Reach Buyer Tip: Marketers Must Become Part Data Scientists  Get better at understanding data, identifying intelligence, and gleaning insights.  Ask yourself “why” and dig for the answers.  Keep current with the type of data, reporting, and analytics out there. Let’s look at a few types of reports…
  18. 18. Through ABM Program Baseline Reports, See Which Accounts Are/Aren’t Visiting Your Website.
  19. 19. Account Coverage Report: Matched list of accounts that are reachable via Oracle B2B Through ABM Program Planning, Discover If You Can Reach Your Targeted Buyer
  20. 20. See Which Accounts Are Seeing Lift in Ad Clicks and Website Visits Get week-by-week metrics on unique accounts engaged or ads served, drill down into specific accounts
  21. 21. Arm Your Sales Teams with More Insights on Hard-to-Reach Buyers Key Sales Questions Answered ▪ Who is coming? ▪ What are they doing? ▪ How should sales prioritize accounts? ‘Visitor Journey’ tracks each buyer Arm Sales with the both account and individual buyer insights. . Copyright © 2018. Kwanzoo, Inc. Confidential – Do Not Distribute.
  22. 22. US Segments: Geo Region Intent Filters Industry Company Size etc. US Segments: Geo Region Intent Filters Industry Company Size etc. UK Segments: Geo Region Industry Company Size etc. APAC Segments: Geo Region Intent Filters Industry Company Size etc. US Segments: Geo Region Intent Filters Industry Company Size etc. EU Segments: Geo Region Industry Company Size etc Audience Verification 1st Party Customer Cookie Data Reporting Post Campaign Data DSP Logs, etc Use Campaign Optimization & Audience Verification to Optimize Programs
  23. 23. Advanced Optimization: Go Beyond Account Segments, and Personalize Your ABM Ads to Individual Accounts or Buyers Rule 1 Rule 2 Rule 3 Rule 4 Personalize Ads to Known Contacts in your MAP Personalize Ads to Target Accounts using Cookie or IP data Personalize Ads using information in the Referring URL of your Ad Default Ad using In-Banner Form for Net New Prospects (Anonymous) Copyright © 2018. Kwanzoo, Inc. Confidential – Do Not Distribute.
  24. 24. Reaching the Hard-to-Reach Buyer Tip: Learn, Apply, & Optimize No matter how hard you try, you are not going to engage all of your targeted accounts and contacts in one program. Glean insights and apply to your next program.
  25. 25. Key Takeaways to Reaching Hard-to-Reach Buyers  Use an integrated, cross-channel ABM approach – “Fishing Lures”  Use both display advertising & retargeting – “Fishing Line & Lure”  Realize and leverage the power of data  Personalize your ads & other channel tactics  Learn, apply, & optimize
  26. 26. Free, 90 Days of ABM Baseline Reporting
  27. 27. Kelly J. Waffle VP, Marketing & Partnerships Website: LinkedIn: Twitter: @KellyJWaffle Thank You for Joining Me Today…