Making Account Based Marketing Work: Aligning ABM with the Buyer’s Journey
Making Account-Based Marketing Work:
Aligning ABM with the Buyer Journey
President & CMO
Director, Marketing Programs
Hello! Nice to meet you
Co-Founder, President & CMO
• Run Product & Engineering, Client
Success, Data & Marketing
• Ex-strategy consultant (Arthur D.
• British. Obviously.
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
Enterprise & Mid-Market
• Leading AppCloud
• Super tight integration
with Oracle Eloqua
• Scoping BlueKai and
How are we using content today?
“Content fuels modern marketing”
• 88% of B2B marketers use “content
• 51% will increase their spend on
content in the next year (already 28%
• 10 pieces of content are consumed
per persona before a purchasing
decision is made
Source: CMI / MarketingProfs; Google “Zero Moment of Truth”
Content = an information exchange
B2B Prospect B2B Marketer
= Information Exchange
Information about their problem,
your space, your solution, etc.
Information about them, their sales
readiness, etc. (explicit & implicit)
No real engagement metrics
Everyone looks the
Did they engage
with the content?
Are they educated?
And attention is a gift
Average # of Business Emails
Received Per Day88
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
The challenge for marketers
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?
Low CTRs and 1:1 content
Which is why… L
Pretty sure I
10 pieces of
B2B’s content use model is broken
Marketers are delivering content
today like Blockbuster (RIP)
• Limit engagement
• No engagement metrics
• Not personalized
• Not convenient
We need a new intelligent model
• Let them binge!
• Real engagement data
• Highly Personalized
• Super convenientMarketers need to deliver content like
Netflix – programmatically
Welcome to the new buyer’s journey
it’s all the rage.
How do you research & buy?
You read a piece of content
about X every 2 weeks
You research X in bursts of
attention – 20 mins at a time
Do More with the Moment
All visitors to
Make it easy to binge on content
We captured Bob’s attention &
he’s ready to engage!
White paper Web page
Give him an orchestrated
sequence of related content
while we’ve got him!
VideoUse Case Video
Who engaged with what?
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
Anatomy of a Content Experience
Manual or Programmatic
What content (e.g.
by type, format,
third party, etc.)?
How A to B (e.g. flat
vs. sequenced, time,
form fill, share, etc.)?
• Known vs.
• Key Account
Treat content as a first class object
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
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
Halftime Analysis: Key Takeaways
1. Engaged prospects (anon &
known) want to binge on content
2. We need to measure real
engagement – intensity not just
3. Content engagement is an
excellent indicator of sales
4. Content marketing automation
delivers ABM at scale