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The Adaptive ABM Handbook

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Covers topics including Adaptive ABM, What is ABM, Why ABM, the difference between ABM and Traditional Demand Gen, ROI Models, and more.

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The Adaptive ABM Handbook

  1. 1. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. THE ADAPTIVE ABM HANDBOOK
  2. 2. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. ACCOUNT-BASED THE WHAT AND WHY OF MARKETING
  3. 3. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. Account-Based Marketing is a coordinated, relation-building strategy and set of tactics used by marketing, sales, sales development, customer service/success, and executive teams to drive and deepen engagement within specific targeted accounts. As a B2B marketer, you will want to make your ABM efforts (email, webinars, events, display advertising, direct mails, videos, phone calls, website visits etc) as personalized and account-specific as possible. Most of Account-based marketing (ABM) is not new. Its roots can be found in strategic account management, key account marketing, and target account marketing and Sales – all of which have been around for a few decades. What is new today is ABM technology and data that supports marketing and sales. There are currently two primary types of ABM technology: All-in-One ABM platforms and Adaptive ABM platforms (more about these later.) “One in four respondents reported a 50 percent or higher improvement in conversion rates of qualified opportunities to closed/won deals with ABM programs.” --SIRIUSDECISIONS WHAT IS ABM?
  4. 4. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. When done properly, ABM works effectively to reach and engage target accounts with deeper targeting, better personalization, and in-depth reporting and insights. The analyst firm, TOPO, does a nice job of laying out the types of technology that support ABM:
  5. 5. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. MARTECH SALES TECH AD TECH Brand Teams How strong is global account reach and brand awareness? Demand Teams How deep is account level engagement across buying groups globally? Sales Teams Which accounts should be prioritized for sales conversations? ABM Website Analytics ABM Insights for Sales ABM Advertising & Retargeting Third Party Data Providers What is ABM? ABM is a multi-channel strategy. Some platforms are beginning to “connect the dots” across existing B2B marketing and sales processes, technology, data, and programs.
  6. 6. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. Why ABM? According to Louis Fong and the ALEA Group, there are nine killer benefits of Account-Based Marketing. With ABM, your organization will: Trigger new opportunities Increase revenue Expand deal size Waste fewer resources Shorten the sales cycle Align the sales and marketing teams Personalize messages Reach buyers on appropriate channels Track and optimize results 84% of marketers said that ABM had significant benefits to retaining and expanding existing client relationships - Alterra Group
  7. 7. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. ABM VERSUS Demand Generation TRADITIONAL
  8. 8. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. ABM vs. Traditional Demand Gen ABM will never replace traditional demand generation. In fact, ABM complements traditional demand generation. Just as with fishing, you use different techniques for different fish. Most marketers still need demand generation to provide qualified leads to the sales force in a short period of time. These marketers also want to go after bigger fish (larger deals) where they know the process could take longer, and the volume is lower.
  9. 9. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. ABM vs Traditional Demand GenABM vs. Traditional Demand Gen Similar to fishing, marketers need very specific bait to appeal to each specific fish. Where earlier, targeting key accounts was limited to techniques such as cold calls and hosting live events, ABM allows you to now pick individual accounts, and prime them on your key messaging using ABM ads. You can now engage the entire buying group at a target account with personalized messages, across both the web and other channels. What is changing today is the mix of tactics used in demand generation or Account-based marketing. Email, cold calls, and events alone don’t deliver the returns they did before. How do you effectively reach and engage your target account? Even with a strong email campaign your click-through rate will probably be less than 5%. It may take over 18 dials to connect with a prospect and call-back rates are less than 1%. A tradeshow is expensive with all the ever-mounting exhibitor costs and your target account may not even be at that show. How do you get more fish to take the bait? How many rods and baits do you need in the water to get noticed?
  10. 10. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. ABM vs. Traditional Demand Gen With the technology and data now available to ABM practitioners, more and more marketers are adding ABM advertising into the mix earlier in the process to reach an entire buying group, to engage with the hard-to-reach buyer, and supplement what they are doing with email and other tactics. Personalized ABM advertising and retargeting campaigns can be leveraged at 1-to-1, 1-to-few, or 1-to-many stages to ensure engagement when other tactics are not working. Most targeted contacts do not respond to emails or return phone calls. Yet a fair amount of them do stay online or scan their smartphone to digest content throughout the day. This is true around the world, and makes ABM advertising and retargeting very effective. Building a successful ABM practice requires proper planning, alignment, communication and a substantive change in mindset – Matt Senatore Insert  image  
  11. 11. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. ALL-IN-ONE VS ADAPTIVE ABM
  12. 12. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. All-in-One vs Adaptive ABM Over the past couple of years, Account- Based Marketing (ABM) has emerged as a critical go-to-market strategy for B2B companies selling complex products and solutions. So the conversation today is not about whether a B2B company needs ABM; it’s more around how much, when should they get started, and how to add ABM to the current demand generation mix so it is not disruptive to their current marketing & sales process. The ABM platform landscape today is comprised of two vendor communities: All-In-One ABM Adaptive ABM. All-In-One ABM Adaptive ABM
  13. 13. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. All-in-One vs Adaptive ABM Most marketers tell us they that they want to protect their existing tech stack investment. Customers find that there is no All-in-One ABM platform that provides best-in-class features across all capability areas. That is because most All-in-One ABM platforms provide specific functions, such as audience selection or media buying, from a single source instead of multiple sources. From our perspective, most marketers just need additive, best-in-class solutions that work with their existing tech stack. For marketers new to ABM who have not invested significantly in martech technology, people and processes, the appeal of an All-in-One platform is understandable. Getting basic integrated capabilities is convenient. However; keep in mind that perceived convenience can equal real compromise. Many marketers are telling us they find these All-In-One platforms to be overkill, overpriced, or a “mile wide and inch deep” in critical functional areas. Furthermore, these all-in-one platforms may force marketers to “rip-and- replace” their existing marketing, sales and advertising tech infrastructure--resulting in significant new costs.
  14. 14. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. Adapt their current marketing & sales process, data and programs to ABM. Protect their existing technology investment. Add best-in-class ABM capabilities in key functional “gap” areas Achieve global account scale and reach. “Ninety-one percent of respondents said average deal size is higher in ABM accounts, and 27 percent said average deal size in those accounts is more than 50 percent higher.” - SiriusDecisions All-in-One vs Adaptive ABM With Adaptive ABM, we see a fundamentally different, and pragmatic way, for B2B companies to bring ABM technology into their enterprise tech stack. An ABM platform that enables marketers to
  15. 15. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. Account Selection Planning & Budgeting Audience Creation Program Execution Reporting & Analytics Program Optimization CRMs Single Predictive Engine Closed / Proprietary “No Cost Breakdown” Single Data Source Limited Global Reach All-in-One ABM Single Media Buying Engine (DSP) Single Targeting Approach Based on Proprietary Data “Black Box” No Visibility CRMs Multiple Predictive Engines Open / Collaborative Cost Transparency Multiple Data Sources & DMPs All Global Geos Multiple Media Buying Engines (DSPs) Multiple Targeting Approaches Based on Multiple Global Data Sources Full Visibility (Data Quality) Adaptive ABM Multiple CDPs All-in-One vs Adaptive ABM This visual explains the differences between All-in-One and adaptive ABM platforms as they both deploy a 6-step ABM process. Adaptive ABM promises to deliver a more open approach to integrating third party platforms and tools, provides greater transparency, greater global account reach and scale, and better visibility.
  16. 16. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. FROM ANONYMOUS BUYERS TO LEADS: THE CRITICAL REVENUE GAP
  17. 17. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. Personalized Ads on Programmatic Display Media & Brand Website(s) Anonymous Buyer to Lead Lead to Opportunity Opportunity to Close All-In-One ABM Platforms (Overkill? Overpriced? “Mile Wide & Inch Deep”?) ABM Platform (Adapt your current process, data, technology, and programs to ABM) CRM with Specialized Tools E.g. Looker InsightSquared, etc. THE REVENUE GAP From Anonymous Buyers to Leads For the past decade or so, B2B marketers have been using the Sirius Decisions demand waterfall or some funnel variation to nurture and route leads, manage lead status and track their sales pipeline. But most marketers have overlooked the stage between the very top of the funnel and when a lead is identified. We call this stage “Anonymous-Buyer-to-Lead.” With the rich B2B audience data that is now available, marketers can provide actionable insights on buyers at the Anonymous-Buyer-to-Lead stage to enterprise sales teams, before the buyers have self- identified themselves (with their email address). MAP + CRM with Analytics E.g. Oracle Eloqua RPM, Marketo Sales Insights, Bizible, LeanData, etc.
  18. 18. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. 0 Touch 1st Touch 2+ Touches ABM Ads Retargeting Website (inbound) LEAD ANONYMOUSBUYER Emails, Live Events, Cold Calls Either Ad Click or Website Visit Target & Engage Buyers using B2B Audience Data (Anonymized – No Emails) (e.g. Oracle BlueKai, Bombora) Engage Buyers using Names (Emails) 1st Touch Email Click or Message to Sales Traditional Demand Generation relies on emails, live events, and cold calls to boost engagement with leads from form fills. Running ABM ads, personalized website campaigns, and retargeting ads is necessary to boost to push buyers at your target accounts to their first touch. These programs are most effective at driving prospects from being anonymous buyers to being leads. ABM Programs can then run in parallel to your traditional demand gen campaigns, to drive opportunity creation at the end of our funnel. From Anonymous Buyers to Leads
  19. 19. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. Cost-per- Engaged Buyer Instead of Cost-Per-Lead (CPL), here’s a new metric to look at: Cost-Per-Engaged-Buyer (from your target accounts). “Engaged Buyers” are unique individuals from buying groups at your target accounts, who engage with your ad messages, or come in and visit your website. The programs you deploy to drive your pipeline will suddenly start to look quite different, and the returns will certainly prove that you made the right switch in metrics. Try moving from Cost-Per-Lead (CPL) to Cost Per Engaged Buyer (CPEB) ... and measure how far and deep you get in with your hard-to-reach buyers. This new measurement should translate well to downstream metrics that your Board and Leadership cares about… more sales meetings, new opportunities and deals. “[With ABM,] seventy-five percent of respondents saw account engagement rise 25 percent or more, and 50 percent saw engagement with C-level buyers rise 25 percent or more.” - SiriusDecisions
  20. 20. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. THE ADAPTIVE ABM PROCESS
  21. 21. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. WHAT IS THE ADAPTIVE ABM PROCESS? Prioritize and Select Accounts 01 Define Buyer Personas 02 ADAPTIVE ABM STEP 3: Define Audience Segments 03 Finalize Program Budget 04 Launch Programs & Campaigns 05 ADAPTIVE ABM STEP 6: Setup ABM Reports 06 ADAPTIVE ABM STEP 2: ADAPTIVE ABM STEP 5: ADAPTIVE ABM STEP 4: ADAPTIVE ABM STEP 1:
  22. 22. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. 1 2 3 CELEBRATING CHOICE by making the ecosystem the heart of their value proposition.” - Scott Brinker, HubSpot, Martech Conference, chiefmartec.com RESPECTING CHOICE by defending a fair and level playing field ENABLING CHOICE by opening up APIs and vectors for extensibility Great software platforms thrive by embracing choice:
  23. 23. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. Finalize Program Budget ▪  Set Goal # of Ads (ABM and/or Retargeting) ▪  Set Goal # Site Visitors Tagged for Retargeting Customer: ▪  Provide Master List of Accounts ▪  Provide Intent Topics / “Best Fit” Accounts Account Prioritization & Selection Kwanzoo: ▪  Apply Intent Topic / “Best Fit” Filters ▪  Share Prioritized Account List Customer: ▪  Select Job Levels / Seniority (e.g. VP, Director) ▪  Select Job Functions (e.g. Marketing) Define Buyer Personas Kwanzoo: ▪  Run Account Coverage and Match Rates ▪  Recommend Best 3rd Party Data Sources Customer: ▪  Segment by Industry, Company Size, Sales-Region, Account Stage, Account Type Define Account Segments Kwanzoo: ▪  Create Audience Segment ▪  Share Audience Segment Results Customer: ▪  Build Ad Creative ▪  Set Up Campaigns Create Programs & Campaigns Kwanzoo: ▪ Assist as needed Customer: ▪  Set Up Scheduled Reports with Email Delivery Define Reports Kwanzoo: ▪  Assist as needed Program Review ▪  Meet Periodically to Optimize Programs (once per 2-weeks recommended) ▪  Kwanzoo Provides Final Program Review – Discuss Insights and Recommendations for Next ABM Program THE KWANZOO ADAPTIVE ABM PROCESS
  24. 24. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. KEY BUYING CONSIDERATIONS
  25. 25. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. GLOBAL ACCOUNT REACH: Make sure you can reach sufficient contacts at accounts across the global regions you want to target. BETTER TARGETING DATA: Get 7-10x lower media costs with better targeting data. DEEPER INSIGHTS FOR SALES: Let your sales team know who is engaging with your ads and website, how they are engaging, and ultimately which accounts they should prioritize. MORE TARGETING OPTIONS: Target ads based on job function, seniority, job title, industry, and more. KEY BUYING CONSIDERATIONS Kwanzoo   Most  Other  Vendors  
  26. 26. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. RUNNING AN ABM PROGRAM: FROM ACCOUNT SELECTION TO SETTING UP REPORTS
  27. 27. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. KEY BUYING CONSIDERATIONS As a B2B organization, you will want to start with examining your strategic goals. Are you trying to build brand awareness (top of funnel), or close more deals (mid to late stage) ? Being clear on your answer is your first order of business when selecting accounts. Top-of-Funnel Programs OPTION A: Mid to Late Stage Programs OPTION B:
  28. 28. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. X Option A: Selecting Accounts (Top-of-Funnel) What most vendors won’t tell you about ABM is that you will never have enough budget to run ads against all your accounts. Many companies use predictive score or rank to determine which accounts to pursue. What drives these scores? More often than not, 3rd party intent data provides information as to whether an account is in-market for your product / solution. Bombora, one such 3rd party data provider, refers to in-market accounts as “surge-accounts.” Many predictive tools provide a score or rank that can be stored back in to your CRM for easy management. What about the accounts sales has been unable to penetrate through traditional demand generation (phone calls, emails, events)? It may be smarter to prioritize these over accounts responding to your current marketing efforts. Adaptive ABM is about filling the gaps in your current marketing spend as efficiently and effectively as possible. Finally, one must consider the specific global geos to prioritize based on your sales goals. It’s also important to consider account tiers. But how do you tier your accounts? An easy way is to consider what Annual Contract Value (ACV) an account can deliver for your business. For example you can break your tiers as follows: Tier 1 is greater than $200k+ ACV, Tier 2 is $100-$200K, Tier 3 is $50k - $100k. “AcmeCorp’s Sales Goals X X
  29. 29. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. For accounts in the mid to late stage, the key considerations for selection are different – the goal is to accelerate these accounts through your sales pipeline. Which product has the weakest pipeline value? Which products have the slowest pipeline velocity? Which accounts have good depth in engagement, but not enough buying group coverage. Consider running ABM against those accounts where few members of the buying group have been in active conversation. The account tier is just as important when using ABM to close deals. It should be a goal to move accounts with high ACV, as quickly as possible, through the pipeline. Which Sales Regions and Teams need a boost to hit sales quotas? If they are successful, the company wins. ABM PROGRAMS Option B: Selecting Accounts (Lower-Funnel)
  30. 30. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. Defining Buyer Personas All in all, ABM becomes a powerful marketing tool when you are able to engage the right Buyers at your target accounts. But who are the right Buyers? For each company, the characteristics of a right Buyer are different. By building Buyer Personas, you can engage the right people at your target accounts who would be most interested in your product or solution. Defining Buyer Personas comes down to selecting a combination of Job Levels and Job Functions that match your ideal Buyer. You would be selecting people who have influence over buying decisions at your target accounts Often, Directors, VPs and C-Level employees have the most influence on buying decisions at your target accounts. VPs and C-Level may be the decision makers, but depending on your product or solution, targeting Directors can help you build your case for their purchasing decision.
  31. 31. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. Defining Buyer Personas Selecting the right Job Functions is an important step to engaging Buyers that are of relevance to your product or solution. If you are selling software for Finance professionals, it would not make much sense for you to target the marketing team at a prospective account. The best strategy is to build multiple Buyer Personas and run programs across them. As your programs progress you will be able to compare engagement between these personas via ABM reporting, and optimize your Job Level - Job Function combinations to drive as much engagement as possible.
  32. 32. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. Defining Buyer Personas Account Segmentation is crucial in making your Account Based Marketing efforts as precise as possible. Segmentation is the step you take in order to funnel the right accounts from your master list into a specific program and ultimately put the best message in front of a specific audience. Typically, we tend to see account segmentation happening in four main categories: Sales Region, Industry, Size, and Tier. Depending on how your Sales and Marketing teams operate, you may decide to segment in different categories as well. The idea with segmentation is to build a segmented list for a specific program. Doing proper segmentation helps you align your messaging with the nuances of a specific market. For example, marketing to Information Technology accounts in the EU may require you to address GDPR regulations while marketing to Information Technology accounts in a US Sales Region may not. Healthcare Tier 1 LATAM Tier 1 US-West EU & UK Large Enterprise Telecom Software APAC Financial Services Tier 2 + Large Enterprise Large Enterprise Financial Services
  33. 33. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. Geo Region Industry Tier Audience Segmentation Segmentation will also help you prioritize which accounts to target first, as different segments may have a different level of reach and coverage. When building a segment you can select one or more categories to filter on. Suppose you start by filtering to all accounts where the industry is Financial Services. From there you can add a second filter of only Tier 1 and Tier 2 accounts. You can even add a third filter and isolate only those accounts that are in the US East sales region. Once you are happy with your combination of filters, you will want to determine how many accounts are reachable. If you see a reach of 80% or more it may be worthwhile to build a program on this list.
  34. 34. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. Finalizing Program Budget These estimates are based of 100s of audience segments built using multiple 3rd party data providers Assuming you have a fixed quarterly budget for running ABM Advertising and Retargeting against segmented account lists A, B, and C, here is a table with sample data that can help you formulate a budget. The first step for finalizing your budget is to generate account coverage reports (ACR) for each segmented account list. An ACR will reveal which accounts are reachable through cookies or IPs. The report on cookies will provide the reach into specific Buyer Personas (i.e. VP Marketing, Director Finance) at each account. Other than ABM advertising, you can plan for ABM analytics off your website. That capability’s budgeted costs would vary based on your monthly page views on your website.
  35. 35. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. Finalizing Program Budget For each of your segmented lists, you will want to select a targeting strategy. Typically North America and UK accounts will see more reach with cookies while global regions will see more reach with business IP addresses. You will also incur costs towards the ABM platform, any customer success services, and premium features. All these costs can be rolled together into a fully loaded CPM. When you compare ABM Vendors, you will want to compare fully loaded CPM. In general, people prefer to deploy cookie targeted ads as they are more precise, so if the IP reach for an account list is only marginally more than the cookie reach, you may still want to consider using a cookie targeting strategy. The next step is to determine the volume of ads available given your budget. Delivering ads incurs cost of media (CPM) and cost of 3rd party data. Once you know how many ads you can serve given your budget, you will need to deploy a certain amount of ads against each segmented account list. Essentially, you are allocation a piece of your budget to each segmented account list, which will refine the list further. This is what turns into an ABM program. Quick Tip: If you spread peanut butter too thin on a bread, you won’t taste it. Same thing with ads, make sure you serve enough ads to each account even if it means making your account list smaller.
  36. 36. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. Launching Programs and Campaigns As mentioned earlier, ABM programs are built around segmented lists. After determining the reach from a list and allocating budget to it, you are ready to build a program around it. Kwanzoo’s ABM Display programs have two targeting options: IP based and Cookie based. Select the targeting option that maximizes reach into your segmented list. The next step is to select your program options which include the site categories where you want your ads to be seen (i.e. news, business, technology, etc), third party ad verification, ad viewability metrics, third party impression and click tracking, and more.
  37. 37. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. Launching Programs and Campaigns The next step will be to create campaigns within your program. Campaigns are how you manage the messaging and creatives you wish to send to a target account. Typically a campaign will house a collection of creatives of the same size, allowing you to send a varied set of messaging to your target accounts. Campaigns are the building blocks for your ABM programs. It is also helpful to run programs with different targeting strategies in unison such as Cookie Targeting with Site Retargeting, in order to create depth in engagement. Imagine one of your buyers. As they scroll through a tech pub (say TechCrunch) and sees one of your ads - the ad boosts your brand awareness. The buyer clicks and ends up on your website. From there, they navigate to a solutions page, reads for a couple of minutes, then closes your site. The next day, your retargeting program will kick in and serve them a different message: this one is a creative that focuses specifically on the solution they navigated to. This kind of journey highlights the power of dynamic messages via multiple targeting strategies. Cookie Targeting IP Targeting Retargeting
  38. 38. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. Setting Up ABM Reports So you’ve run programs, gotten the right message in front of your buyers, and done so through highly targeted programs that focus on the account segments most interesting to you - now what? Truth is that you can’t expect every buyer to knock on your door. ABM programs get your foot in the door, but talking to the people in the room requires further outreach by your Sales team. ABM promises aligned sales and marketing - and you would achieve this through shared ABM reports. With Adaptive ABM, your reports are tailored to each specific team within Sales and Marketing across your company At every stage of the funnel there are reports to help you optimize your marketing and sales process. At the top of the funnel - the Anonymous-Buyer stage, there is the account coverage report. As mentioned earlier, this report breaks down how many accounts are reachable through each targeting strategy available, and helps you make decisions on creating programs that maximize reach. .
  39. 39. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. Setting Up ABM Reports Further down the funnel, Account Engagement Reports help marketers keep track of what programs are being run, which accounts have been reached, and which accounts have engaged. It tracks both Ad Clicks and Website Visits from target accounts, giving you a clear picture of your progress. Perhaps the most powerful and useful reports are around Sales and Buyer Insights, which tell SDRs and BDRs the individual journey of each buyer. For each engaged buyer, your sales team can learn when they first started engaging as to the content (be it a specific ad or webpage) and will be able to follow every subsequent engagement from there. ABM Sales Insights don’t replace your existing sales tools such as Zoominfo and LinkedIn Sales Navigator. Instead, they fit perfectly alongside them, so that your SDRs can track down the best buyers to reach. There is no time spent cold calling buyers because your Sales Team will know which buyers are already warm to your brand.
  40. 40. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. MEASURING SUCCESS: ROI AND OPTIMIZATION
  41. 41. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. Measuring and Optimizing ROI With an ABM program targeting mid-to-late funnel accounts, your baseline metrics will be your active opportunities, the current state of SDR activity, and your current pipeline value. Similar to top-of-funnel programs, it is also useful to consider the number of buyers engaged and in conversation with your brand. Measuring success is simply measuring the lift from these baseline metrics through the course of your ABM program. For top-of-funnel metrics, measure the lift in buyer engagement. How many more buyers are now engaged with your brand? What percentage of the buying groups at target accounts are now engaged? For mid-to-late funnel ABM programs, how has SDR productivity increased? Are there more active opportunities, more meetings set, more demos? Has the value of the pipeline increased? Are there more high ACV opportunities in the pipeline? In addition to measurement against baseline, there are specific cost metrics that will help you map out return against your budget. Cost per account reached = Cost per account engaged Total Budget Total # of Accounts Reached Total Budget Total # of Accounts Engaged = Cost per engaged buyer Total Budget Total # of Unique Buyers Engaged =
  42. 42. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. Measuring and Optimizing ROI We recommend that buyer engagement be tracked in two big buckets - known contacts and anonymous buyers. Known contacts have previously identified themselves and have a clear name, title, email and other personally identifiable data. Anonymous buyers would fit the target account, target geo location and buyer persona profile (e.g. VP of IT) but may have never engaged with the brand before or visited the website and identified themselves. Engagement data from known contacts is the most precise. However, these buyers that have been previously identified may only be a small percentage of the whole buying group. Today, with all the 3rd party data sources available, it’s now possible to provide actionable and meaningful insights on anonymous buyers who are part of the same buying group, and are engaging with the brand. Known Contacts Anonymous Buyers
  43. 43. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. will certainly prove that you made the right switch in metrics. Try moving from Cost-Per-Lead (CPL) to Cost Per Engaged Buyer... and measure how far and deep you get in with your hard-to-reach buyers. This new measurement should translate well to downstream metrics that your Board and Leadership cares about… more sales meetings, new opportunities and deals. ABM is a long-term strategy, so we balance the need for incremental progress checks with the need to measure metrics that actually tell us if our efforts are driving meaningful engagement with target accounts.” -- Heinz Marketing Cost-per- Engaged Buyer Instead of Cost-Per-Lead (CPL), here’s a new metric to look at: Cost-Per-Engaged-Buyer (from your target accounts). “Engaged Buyers” are unique individuals from buying groups at your target accounts, who engage with your ad messages, or come in and visit your website. The programs you deploy to drive your pipeline will suddenly start to look quite different, and the returns
  44. 44. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. THE FUTURE OF ADAPTIVE ABM
  45. 45. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. INNOVATION #1 Automated 1:1 message personalization: This has been a long stated need by most B2B marketers. Marketers have long pursued different approaches to presenting relevant content or offers to a specific target account or buyer, based on the stage of the account, the buyer persona. Today’s mostly manual approaches, with predefined messages do not scale for the range of marketing programs that need to be deployed for most mid-to-large global enterprises. Automation, and real-time, data-driven decision making is essential. This is an area where we expect to see much innovation in the days ahead. The Future of Adaptive ABM
  46. 46. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. INNOVATION #2 Standards based B2B data exchange: A growing number of Enterprise B2B CMOs recognize that a critical roadblock to their realizing efficiencies in B2B marketing spend is the lack of integration across their Enterprise Tech Stack. They are faced with silos of data. Lack of standardization of the structure, format and model of data, especially behavioral data results in broken processes, wasted marketing spend, and loss of productivity for their Sales teams due to broken or unreliable reporting. The recently announced Open Data Initiative (ODI) from Adobe, Microsoft and SAP is a step in the right direction. ABM technology providers must take the lead on standards-based data exchange across the martech, salestech and ad tech stack, to deliver significant value to Customers. The Future of Adaptive ABM The Future of Adaptive ABM
  47. 47. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. INNOVATION #3 Applied A, machine learning and data science: There are several areas to apply AI and Data Science to enable highly effective, global, ABM programs. AI and Data Science can help with improving the quality of targeting data, in helping establish baselines, and create conditions for iterative improvement of program outcomes, for large audiences identified and reached with online cookie and IP-based targeting data. It can also greatly help in fine tuning the messages put in front of specific accounts and engaged buyers. The Future of Adaptive ABM
  48. 48. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. INNOVATION #4 System of trust and system of engagement: A major challenge B2B enterprises face is with the proper governance and use of first and third party data, across their internal departments and teams, external agency partners, technology providers, and media partners. With new data regulations including EU GDPR, it’s now essential that B2B companies have a clear and complete understanding of their data ownership and use, as well as data use permissions from their prospects and customers. We see a great opportunity for today’s ABM tech providers to build out compelling capabilities for Customers to make the entire process of managing data across the marketing, sales and advertising ecosystem seamless, trusted and secure for all parties concerned. The Future of Adaptive ABM The Future of Adaptive ABM
  49. 49. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. About Kwanzoo Kwanzoo (http://kwanzoo.com) provides the industry’s first adaptive account-based marketing (ABM) platform. Using Kwanzoo, B2B enterprises easily adapt their current marketing & sales process, data and programs to ABM, while protecting their existing technology investment. Kwanzoo’s best-in-class ABM advertising & retargeting delivers global account reach and coverage with better targeting and deeper ABM reporting, to generate more top- of-funnel leads and new sales opportunities; ABM website analytics identifies more accounts and buyers, from behavioral, first and third party data; the ABM sales insights solution delivers engaged B2B buyers to SDR/BDR teams to drive the pipeline. Kwanzoo is an Oracle Data Cloud (ODC) value-added solutions partner, Oracle Marketing Cloud (OMC) and Marketo technology partner, a Google-certified rich media ad platform, and supports a broad range of real-time bidding (RTB) platforms, ad networks & exchanges. Our customers include Infosys, Equinix, Amdocs, Hitachi, HP Enterprise, and others. Our data partners include Oracle | Bluekai, Bombora, D&B and Kickfire. (408) 216-7025 www.kwanzoo.com info@kwanzoo.com @kwanzoo
  50. 50. THE WHAT AND WHY OF ACCOUNT-BASED MARKETING Copyright © 2018. Kwanzoo, Inc. THE END

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