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7 Strategies for Account-Based Marketing with Salesforce

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Presented at Dreamforce '17 by Terminus Co-Founder & CMO, Sangram Vajre, author of "Account-Based Marketing for Dummies" and founder of the #FlipMyFunnel movement transforming B2B marketing and sales. Learn the basics of ABM and seven practical strategies for demand generation, sales pipeline velocity, and customer marketing.

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7 Strategies for Account-Based Marketing with Salesforce

  1. 1. 7 Strategies to Do Account-Based Marketing with Salesforce November 7th, 2017 Sangram Vajre Co-Founder & CMO @Terminus @SangramVajre #ABM #DF17
  2. 2. “Sangram Here!” • Head of Marketing, Pardot (now Salesforce) • Co-founder and CMO of Terminus • Founder of the #FlipMyFunnel community • I am now an author (by accident) @SangramVajre #ABM #DF17
  3. 3. I wrote a book on ABM so this better be a hot trend! @SangramVajre #ABM #DF17
  4. 4. Agenda 7 Strategies to Do Account-Based Marketing with Salesforce The Evolution of Marketing Technology The Rise of Account- Based Marketing #FlipMyFunnel model for #ABM 7 Strategies for ABM in Salesforce Achieving Customer Heroism @SangramVajre #ABM #DF17
  5. 5. We have a problem as marketers @SangramVajre #ABM #DF17
  6. 6. It’s the same problem my 7-year old kid has… @SangramVajre #ABM #DF17
  7. 7. We try to do everything, all at once! @SangramVajre #ABM #DF17
  8. 8. “Let’s play, Papa!” Baseball T-shirt Football socks Tennis shoes Baseball shorts Football @SangramVajre #ABM #DF17
  9. 9. “Let’s play, Papa!” Show off! @SangramVajre #ABM #DF17
  10. 10. We all suffer from “shiny object” syndrome @SangramVajre #ABM #DF17
  11. 11. The Evolution of Marketing Technology @SangramVajre #ABM #DF17
  12. 12. The reason everyone in B2B is talking about ABM is because of Salesforce! Salesforce is the largest CRM in the world • “Rising tide lifts all boats” @SangramVajre #ABM #DF17
  13. 13. Evolution of ABM - it all comes back to Salesforce! Scott Brinker (@ChiefMarTec) annual #MarTech landscape Thousands of marketing technology solutions out there @SangramVajre #ABM #DF17
  14. 14. Evolution of Marketing Technology Unchanged Channel: Email / Call Unchanged focus: Lead Generation Predictive Email Marketing Marketing Automation 2000 2005 2010 @SangramVajre #ABM #DF17
  15. 15. So over the last 15 years, all we did was get addicted to leads @SangramVajre #ABM #DF17
  16. 16. We have a lead addiction! @SangramVajre #ABM #DF17
  17. 17. Unfocused demand gen creates poor quality leads If you’re engaging with everyone, how do you get the best customers? Unfocused Demand Gen and Branding Poor quality @SangramVajre #ABM #DF17
  18. 18. #1 challenge for B2B marketers is generating high quality leads But…isn’t that what we thought we were focusing on? 94 % of the buying process is done online — MarketingProfs On average, 7 to 12 people part of the decision making process — Gartner But sales reps only know how to email and call? But we only talk to one person that is in our CRM or MAP or filled out a form. @SangramVajre #ABM #DF17
  19. 19. The mega trend of marketing technology from 2000-2015 It’s left us with a lot more work to find the best-fit customers + = Less than 1% of leads turn into customers — Forrester RESULTS: TECHNOLOGY EVOLUTION More Technology MORE LEADS More Work @SangramVajre #ABM #DF17
  20. 20. @SangramVajre #ABM #DF17 Tweet this! If you suck at marketing, you will suck at account-based marketing.
  21. 21. Here’s the good news You can make the switch from lead generation to ABM today! @SangramVajre #ABM #DF17
  22. 22. The Rise of Account-Based Marketing @SangramVajre #ABM #DF17
  23. 23. Quick Definition of Account-Based Marketing Laser-focused B2B “smarketing” ( sales + marketing alignment ) @SangramVajre #ABM #DF17
  24. 24. Your Customers Wants Thoughtful personalization Engage on their terms Show value @SangramVajre #ABM #DF17
  25. 25. #FlipMyFunnel Model @SangramVajre #ABM #DF17
  26. 26. Less than 1% of leads turn into customers Challenges of lead based marketing • Misaligned with sales • Requires form-fills • Inefficient • Overly broad • Not personalized or superficially personalized @SangramVajre #FlipMyFunnel model for #ABM #DF17
  27. 27. Account-Based Marketing Flips the Funnel #FlipMyFunnel for #ABM • Identify: Start with the best-fit accounts • Expand: Focus on people in same roles • Engage: Right content, right channel • Advocate: Create raving fans • Measure: Gauge the results & adjust @SangramVajre #FlipMyFunnel model for #ABM #DF17
  28. 28. Account-Based Marketing is a Mindset #FlipMyFunnel model for #ABM Email / Call Lead Generation Channels that matter to your customer Focus on only the best-fit accounts and influence the people within that account @SangramVajre #FlipMyFunnel model for #ABM #DF17
  29. 29. Account Engagement Journey All possible using Salesforce TARGET ENGAGE ACCELERATE TACTICS  Account-Based Ads  Events  Direct Mail  Email  Social  Sales Development @SangramVajre Account Engagement Journey #ABM #DF17
  30. 30. The Secret Formula for Operationalizing ABM Tweet this! Fit + Intent + Engagement is the secret formula for #ABM @PeterKHerbert
  31. 31. Fit + Intent + Engagement for ABM Works! Q3 Results at Terminus Area of Focus Improvement Demo to Interest Conversion Rate +48% Interest to Win Ratio +35% Average Deal Size +20% Accounts / SDR 500 → 100 + + +
  32. 32. If the account is not a Fit, and does not match your ICP THEN DON’T TRY TO ENGAGE! @SangramVajre #ABM #DF17
  33. 33. Account-Based Marketing Technology Stack bit.ly/stack-grader @SangramVajre #ABM #DF17
  34. 34. 7 Strategies for ABM in Salesforce @SangramVajre #ABM #DF17
  35. 35. Net New Interest Dead Opp Renewal & ExpansionOpportunityBuying Stage ABM Strategy (1:1, ABM Lite, Programmatic) Lead-Based Strategy (Bolt-On ABM) Demand Gen Sales Pipeline Customer Marketing Pre- targeting Renewal & Upsell Pipeline Acceleration Wake the Dead Account Nurture Lead-to- Account Nurture Land & Expand X 7 Strategies of Account-Based Marketing All possible using Salesforce @SangramVajre 7 Strategies of #ABM #DF17
  36. 36. PURPOSE Generate awareness with cold / net-new accounts to improve outcomes for outbound campaigns TACTICS Terminus campaigns SDR cadences Email campaigns BENEFITS Improved engagement rates, account penetration, and MQAs created KPIs # of meetings set % of accounts that show engagement # of target accounts that attend an event or webinar Demand Gen Pre-Targeting ABM Strategy + Terminus Demand GenDemand Gen @SangramVajre #ABM #DF17
  37. 37. What they did → ✓ Identify target accounts via Datanyze and Redbooks ✓ Expand using Terminus, then add 2-3 contacts per account via LinkedIn ✓ Engage using Terminus with SDR outreach (LinkedIn, SalesLoft, Velocify) ✓ Measure: Implemented A/B tests (Half of the accounts saw Terminus ads, half did not) WP Engine’s Story CASE STUDY: Demand Gen > Pre-Targeting John Hessinger Sr. Director, Demand Gen & Growth Mike Sanchez Sr. Director, Acquisition Sales @mikeasanchez
  38. 38. Results→ ✓ Engaged 93% of accounts on target list ✓ 59% increase in email open rates (from 27% to 43%) ✓ 29% increase in reply rates (from 4.9% to 6.3%) ✓ 28% increase in opportunities generated ✓ Higher quality meetings and sales kept hearing “We see you everywhere!” CASE STUDY: Demand Gen > Pre-Targeting WP Engine’s Story
  39. 39. PURPOSE TACTICS BENEFITS KPIs Engage key stakeholders throughout account to increase conversion to sales pipeline Terminus campaigns Email campaigns Webinars Direct mail Events Retargeting Increased engagement throughout entire account and accelerated pipeline conversion Lead-to-opportunity conversion rate MQA-to-opportunity conversion rate Pipeline created Account Nurture ABM Strategy + Terminus Demand GenDemand Gen @SangramVajre #ABM #DF17
  40. 40. Invoca’s Story What they did → ✓ Ran campaigns on accounts they had initial engagement with. The goal was creating new opportunities ✓ Segment campaigns by industry with industry specific messaging ✓ Measure: Compared opportunities created within ABM accounts to opportunities created in non ABM accounts Julia Stead Sr. Director of Demand Generation at Invoca TIER 3 TIER 2 TIER 1 10-20 Focus Accounts / Rep CASE STUDY: Demand Gen > Account Nurture
  41. 41. What they did → Rolled out ‘omnichannel nurturing’, a consistent set of messages across all channels, that progress them through their path to purchase. Direct Mail Email Display SDR outbound CASE STUDY: Demand Gen > Account Nurture Invoca’s Story Julia Stead Sr. Director of Demand Generation at Invoca
  42. 42. Results→ ✓ 200% increase in the number of opportunities created ✓ Generated 2x more pipeline ✓ 26x ROI which validated their ABM program (Terminus + PFL) CASE STUDY: Demand Gen > Account Nurture Invoca’s Story
  43. 43. PURPOSE TACTICS BENEFITS KPIs Deliver message beyond the individual lead and engage more stakeholders in the account Terminus campaigns Lead-based email nurture Retargeting Expands reach of nurture to include other key stakeholders Increased likelihood of converting to opportunity Lead-to-opportunity conversion rate Pipeline created Lead-to-Account Nurture (bolt on ABM) ABM Strategy + Terminus Demand GenDemand Gen @SangramVajre #ABM #DF17
  44. 44. Highspot’s Story What they did → ✓ When leads come into Marketo, the lead is routed to an account with Full Circle ✓ The account is added to an awareness campaign ✓ The account is scored A, B, C. ✓ ADRs work top accounts while Terminus reaches rest of the account ✓ Lower accounts are added to nurture with Marketo and Terminus until they reach a better score CASE STUDY: Demand Gen > Lead-to-Account Nurture (bolt on ABM)
  45. 45. Results → ✓ Ran campaigns on accounts they had initial engagement with. The goal was creating new opportunities ✓ Early results show +30% lift in opportunities created with Terminus ads ✓ Measure: Compared opportunities created within ABM accounts to opportunities created in non ABM accounts Highspot’s Story CASE STUDY: Demand Gen > Lead-to-Account Nurture (bolt on ABM)
  46. 46. Sales Pipeline Acceleration Dead OppOpportunity ABM Strategy (1:1, ABM Lite, Programmatic) Lead-Based Strategy (Bolt-On ABM) Sales Pipeline Pipeline Acceleration Wake the Dead @SangramVajre #ABM #DF17
  47. 47. PURPOSE TACTICS BENEFITS KPIs Engage wider audience of stakeholders during sales process to increase pipeline velocity and win rates Terminus campaigns Sales person engagement Field marketing activities Events Shorten sales cycle, accelerate opp progression, and increase closed/won rates Win rates Opportunity stage conversion Sales cycle length Revenue Pipeline Acceleration ABM Strategy + Terminus Sales PipelineSales Pipeline @SangramVajre #ABM #DF17
  48. 48. Support.com’s Story What they did → ✓ Launched Terminus campaign focused on 25 telecommunications companies ✓ Initial Goal: Which of those accounts engaged with content? ✓ Tracked engaged accounts to prioritize for sales team for laser-focus ✓ Measured opportunities created CASE STUDY: Sales Pipeline > Pipeline Acceleration
  49. 49. Results→ ✓ 3 opportunities created with value of $250,000 within 60 days ✓ Closed a deal from ABM campaign in 3 weeks (typical sales cycle is 6-24 months) ✓ 12 months after beginning ABM, 50% marketing influenced (previously, 100% of funnel was sales/outbound) Support.com’s Story CASE STUDY: Sales Pipeline > Pipeline Acceleration
  50. 50. PURPOSE TACTICS BENEFITS KPIs Generate pipeline by re-engaging opportunities that have been closed out in the sales pipeline Terminus campaigns Sales person engagement Events Direct mail Webinars Email nurture Revives lost pipeline which has a higher propensity to buy Pipeline generated Win rates Revenue Wake the Dead ABM Strategy + Terminus Sales PipelineSales Pipeline @SangramVajre #ABM #DF17
  51. 51. Vidyard’s Story What they did → ✓ Used Terminus to target their “Closed-Lost” opportunities ✓ Content mapping: case study ✓ Goal: Re-awaken the dead opportunities and engage with known and unknown contacts to re-engage ✓ Measure: How many dead opportunities came back to life? And how long did it take to get back into conversation with them? CASE STUDY: Sales Pipeline > Wake the Dead
  52. 52. Results→ ✓ Revived over 35 different opportunities worth millions in pipeline ✓ Saw these opportunities come back to life after 30-60 days of being in a Terminus campaign Vidyard’s Story CASE STUDY: Sales Pipeline > Wake the Dead
  53. 53. Customer Marketing Renewal & Expansion Customer Marketing Renewal & Upsell Land & Expand ABM Strategy (1:1, ABM Lite, Programmatic) Lead-Based Strategy (Bolt-On ABM) @SangramVajre #ABM #DF17
  54. 54. Engage other divisions or business units within an account Terminus campaigns Sales outreach Account management Email campaigns Direct mail Case study Increase revenue in existing accounts by targeting other divisions with customized messaging PURPOSE KPIs New revenue % of new revenue influenced Churn rate BENEFITSTACTICS Land & Expand Customer Marketing ABM Strategy + Terminus @SangramVajre #ABM #DF17
  55. 55. Terminus’ Story What we’re doing→ ✓ Targeting top few customers who we’d like to expand our reach within ✓ Examples: Dell and Salesforce ✓ Landing Page: Tells them more info about Terminus and gives them the option to chat with our Strategic Success Manager ✓ Goal: New marketing departments learn about the partnership with Terminus and want to run campaigns for their team as well CASE STUDY: Customer Marketing > Land & Expand
  56. 56. Early Results→ ✓ High engagement within these accounts ✓ A new marketing team from Salesforce reached out to us within 2 weeks to learn more about Terminus and could need more campaigns Terminus’ Story CASE STUDY: Customer Marketing > Land & Expand
  57. 57. PURPOSE KPIsBENEFITSTACTICS Engage key decision makers beyond user in order to increase renewal rates and contract value Terminus campaigns Sales outreach Account management Email campaigns Direct mail Improved contract value and churn rates by engaging the entire account prior to renewal New revenue % of new revenue influenced Churn rate Renewal & Upsell Customer Marketing ABM Strategy + Terminus @SangramVajre #ABM #DF17
  58. 58. Rosetta Stone’s Story What they did→ ✓ Ran a ABM campaign for a new product launch ✓ Identified a list of customers that would be a good fit for the new product and added them to a Terminus campaign ✓ Launched this campaign 6 months ago with the goal of new opportunities being created ✓ Surrounded account with targeted content such as case studies CASE STUDY: Customer Marketing > Renewal & Upsell
  59. 59. Results→ ✓ 70% increase in the number of opportunities created compared to accounts that didn’t see Terminus ads ✓ 26% increase in web visits from accounts in Terminus campaign Rosetta Stone’s Story CASE STUDY: Customer Marketing > Renewal & Upsell
  60. 60. Engagement is the new form fill for #ABM @SangramVajre @PeterKHerbert @kewendel Tweet this!
  61. 61. How do you win with ABM? Make your customers HEROES!
  62. 62. CUSTOMER HEROISM Low Impact (1X) Should Do High Impact (10X) Must Do IMPACT GRAPH @SangramVajre #ABM #DF17
  63. 63. My wife, Manmeet  My life-long customer! WIFE HEROISM MY IMPACT GRAPH @SangramVajre #ABM #DF17
  64. 64. Low Impact (1X) Should Do High Impact (10X) Must Do Clean cars, pay the bills on time, take kids to soccer Try to become both Mom and Dad on the weekends and let her have some personal time Do dishes when she is away Flowers on a Wed Asking her, “What do you want for Christmas or birthday?” WIFE HEROISM MY IMPACT GRAPH @SangramVajre #ABM #DF17
  65. 65. Low Impact (1X) Should Do High Impact (10X) Must Do Email newsletter Blog and website updates Analyst recommendations In-person events Industry or persona-based webinar Account-based advertising/messaging or LinkedIn Ads CUSTOMER HEROISM IMPACT GRAPH @SangramVajre #ABM #DF17 Nurture programs
  66. 66. Low Impact (1X) Should Do High Impact (10X) Must Do What if you focused all your efforts here? What if you stopped doing everything here? Create your own IMPACT GRAPH @SangramVajre #ABM #DF17
  67. 67. YOUR CUSTOMER WANTS TO KNOW THAT YOU CARE... MORE @SangramVajre #ABM #DF17
  68. 68. Don't do it all FOCUS “If you suck at marketing you will suck at ABM” Engagement is the new form- fill Key Takeaways @SangramVajre #ABM #DF17
  69. 69. Sangram Vajre CMO & Co-Founder @SangramVajre
  70. 70. @SangramVajre #ABM #DF17

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