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Making Account Based Marketing Work: Aligning ABM with the Buyer’s Journey

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John Dering, Director of Marketing Programs at Demandbase explains how Demandbase is using LookBookHQ to accommodate and identify highly engaged accounts with deeper content engagement strategies.

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Making Account Based Marketing Work: Aligning ABM with the Buyer’s Journey

  1. 1. Making Account-Based Marketing Work: Aligning ABM with the Buyer Journey Nick Edouard President & CMO LookBookHQ John Dering Director, Marketing Programs Demandbase
  2. 2. Hello! Nice to meet you Nick Edouard Co-Founder, President & CMO LookBookHQ •  Run Product & Engineering, Client Success, Data & Marketing •  Ex-strategy consultant (Arthur D. Little) •  British. Obviously.
  3. 3. LookBookHQ Mission Customers OMC We help B2B marketers cultivate more informed, sales-ready buyers faster How? By ensuring they always see the next most relevant content asset wherever and whenever they engage. >70 Enterprise & Mid-Market Customers •  Leading AppCloud partner •  Super tight integration with Oracle Eloqua •  Scoping BlueKai and Maxymizer integrations
  4. 4. Content Marketing Automation Automating Post Click Personalized Content Journeys Information Exchange LookBookHQ Recommend LookBookHQ Target Genius Mix / Playlist Curated Playlist
  5. 5. Personalized Content Experiences Content Promotion Conversion ContentScience™
  6. 6. How are we using content today? The Broken Buyer’s Journey
  7. 7. “Content fuels modern marketing” Awareness Education Consideration Purchase •  88% of B2B marketers use “content marketing” •  51% will increase their spend on content in the next year (already 28% of budget) •  10 pieces of content are consumed per persona before a purchasing decision is made Source: CMI / MarketingProfs; Google “Zero Moment of Truth”
  8. 8. Content = an information exchange B2B Prospect B2B Marketer Content Transaction = Information Exchange Awesome White Paper Information Information Information about their problem, your space, your solution, etc. Information about them, their sales readiness, etc. (explicit & implicit)
  9. 9. No real engagement metrics Everyone looks the same! Did they engage with the content? Are they educated?
  10. 10. We’re ALL in the Attention Business
  11. 11. And attention is a gift Average # of Business Emails Received Per Day88 1,707 62 56 Average # of Banner Ads the Typical Internet User is Served Per Month Average # of meetings a typical employee attends per month Average # of “interruptions” an employee experiences per day Sources: The Radicati Group, 2014-2018 Email Statistics Report, Comscore, 7 Interruptions
  12. 12. The challenge for marketers Quality Quantity Did Bob read the content? Is he sufficiently educated to move on to the next stage? How do I get Bob’s attention 8 more times? How do I move him through all 8 content assets? Narrow engagement metrics Low CTRs and 1:1 content experiences
  13. 13. Which is why… L 94% of MQLs never close Source: SiriusDecisions Pretty sure I haven’t consumed 10 pieces of content…
  14. 14. B2B’s content use model is broken Marketers are delivering content today like Blockbuster (RIP) Vendor-Centric: •  Limit engagement •  No engagement metrics •  Not personalized •  Not convenient
  15. 15. We need a new intelligent model Buyer-Centric: •  Let them binge! •  Real engagement data •  Highly Personalized •  Super convenientMarketers need to deliver content like Netflix – programmatically
  16. 16. Welcome to the new buyer’s journey Content Bingeing. it’s all the rage.
  17. 17. How do you research & buy? Piecemeal You read a piece of content about X every 2 weeks Concentrated You research X in bursts of attention – 20 mins at a time A. B.
  18. 18. Do More with the Moment All visitors to LookBooks 33% consume more than 1asset 7% consume every asset
  19. 19. Make it easy to binge on content We captured Bob’s attention & he’s ready to engage! White paper Web page Third-party report Video Give him an orchestrated sequence of related content while we’ve got him!
  20. 20. Like this – aggregated
  21. 21. Like this – sequenced
  22. 22. Like this – data-driven
  23. 23. Like this – website experience
  24. 24. click click 0 min 3 min Whitepaper 2 min Analyst Report 5 min VideoUse Case Video Whitepaper Whitepaper Who engaged with what?
  25. 25. Content engagement = sales readiness Source: Analysis of client data (LookBook visitors and non-LookBook visitors progress through MAP and CRM lead stages) Prospects that binge are 2.4X more likely to be sales accepted
  26. 26. Anatomy of a Content Experience Content Promotion Conversion Manual or Programmatic (Content Science™)? What content (e.g. by type, format, third party, etc.)? How A to B (e.g. flat vs. sequenced, time, message, etc.)? What conversion (e.g. engagement, form fill, share, etc.)? Who’s clicking? •  Known vs. Anon •  Persona •  Key Account
  27. 27. Treat content as a first class object CONTENT JOURNEY Email Web Social Display
  28. 28. Delivering real business value (fast!) 34% increase in sales opportunities from single LookBook 300 MQLs from one campaign – unprecedented volume & quality 3X higher close rate (5% to 15%) on MQLs on first two campaigns 6X higher close rate (SAVs <1%; Bingers 6%; Nurtured Bingers 12-15%) 2X increase in marketing’s contribution to revenue Mid Market Technology Company
  29. 29. Content Bingeing & ABM 1.  Create highly customized scalable micro campaigns for individual accounts 2.  Fast track the education and qualification of contacts within target accounts 3.  Easily assess account-level engagement, interest and sales-readiness metrics 4.  Tailor follow-ups based on individuals’ interests (what content for how long) ABM at scale needs Content Marketing Automation
  30. 30. Halftime Analysis: Key Takeaways 1.  Engaged prospects (anon & known) want to binge on content 2.  We need to measure real engagement – intensity not just intent 3.  Content engagement is an excellent indicator of sales readiness 4.  Content marketing automation delivers ABM at scale
  31. 31. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. How to target the right accounts to accelerate the buyer journey
  32. 32. Account-Based Marketing Align sales and marketing Identify target accounts Develop ABM Marketing Plan Measure
  33. 33. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. Evolution of Account-Based Marketing 1995- 2005 2005-2012 2012>>> •  Limited in scale (25-50 accounts) •  Field Mktg centric •  Analog in approach •  Improved scale •  Email centric •  Industry focused •  Post hand raise •  Reactive •  Fully scalable (5000+ accounts) •  Full funnel •  Multiple targeting options •  Pre hand raise •  Proactive
  34. 34. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. More marketers are AWARE of ABM of B2B companies are aware of ABM. 75% of marketers say that ABM delivers higher ROI than any other marketing approach. 84%
  35. 35. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. of B2B companies employing ABM plan to increase their ABM efforts over the next 12 months. 72% of B2B companies employing ABM plan to invest more in technology over the next 12 months. 61% More marketers are USING ABM
  36. 36. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. of B2B marketers employing ABM stated they are aligned with sales. 91% of B2B companies said Account-Based Marketing has an impact on marketing’s success. 96% More marketers are having SUCCESS with ABM
  37. 37. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. Buyers at Accounts Consume on Their Own Terms Anonymous, buying teams Enter/Exit at will Binge consume when ready to engage
  38. 38. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. Buyer Journeys are complex and variant. WHERE TO START?
  39. 39. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. Identify engagement trends On Website Known AND Anonymous By Stage of Funnel which convert best at what stage With Content Types How Many Touches per period for each stage
  40. 40. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. What assets resonate with our audiences? Case   Study   16%   eBook   41%   Webinar   13%   Whitepaper   30%   Overall  Distribu.on     (All  Audiences)   0%   20%   40%   60%   80%   100%   Customers   Prospects   Assets  by  Audience   Case  Study   eBook   Webinar   Whitepaper   *Data starting in May 2015 Prospects have broader asset consumption appetite than customers
  41. 41. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 Months Before MQL Field Marketing Contact Me / Demo Request Webform Webinar Event Marketing Engagement - Pre Sales
  42. 42. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. 7+ Responses/ month Field Marketing > Sales 5-7 Responses/ month Demand Gen > Field Marketing Tactical How To – Webinars, eBooks, WPs, InfoGraphics, Videos Identify Buyer Journey Stages EXPLORATORY PHASE RESEARCH PHASE EVALUATION PHASE 1-2 Responses/ month Demand Gen Thought Leadership – Webinars, eBooks, WPs, InfoGraphics, Videos DEPARTMENT OWNER CONTENT TYPE FREQUENCY OF ENGAGEMENT Product Insights – Solution sheets, Implementation Guides, Case Studies
  43. 43. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. Build Content/Program Map for Journey TOP OF FUNNEL: Content Syndication, Webinars, Tradeshows, Thought Leadership collateral, Blogs MIDDLE OF FUNNEL: How to Guides, ROI Calculators, Tips, Product Docs/Web Pages BOTTOM OF FUNNEL: Regional Events, Case Studies, Solution Sheets, Contact Request’s, Product Webinars
  44. 44. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. Content Promotion Plan Use supporting short form assets to drive faster moving buyer through journey Promote long form assets via binge consumption and prescribed buyer journey Bubble up fast moving buyers to sales for real- time follow up, in-the-moment
  45. 45. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. Success Metrics for Buyer Journey Increase Engagement from Target Accounts Increase time with content Opportunity Influence Sales Velocity ACV PROGRAM METRICS: BUSINESS GROWTH METRICS
  46. 46. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. Accelerating The Buyer Journey
  47. 47. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. . HOW DID WE DO?
  48. 48. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. Results – 300% Increase in Engagement
  49. 49. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. Demandbase Journey Performance Pipeline Influence ACV Funnel Velocity Influence by Journey +300%* +13%^ +50%* * (Q215-Q315 vs. Q415-Q116 – Before & After Journey implemented) ^ (Q315-Q16 Influenced by Journey vs Not Influenced)
  50. 50. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. Making Account-Based Marketing Work: Aligning ABM with the Buyer Journey Nick Edouard President & CMO LookBookHQ John Dering Director, Marketing Programs Demandbase

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