Orchestrating Account-Based Marketing with Advertising, Content & Direct Mail

Orchestrating Account-Based Marketing
with Advertising, Content & Direct Mail
Presented as part of BrightTALK’s ABM Summit

Presenters
DANIEL GAUGLER
CMO
PFL
@dgaugler
SANGRAM VAJRE
Co-Founder & CMO
Terminus
@sangramvajre
Tweet to win! Use #ABM for a copy of Account-Based Marketing for Dummies

What is Account-Based Marketing?
Focused
B2B
“Smarketing”
@sangramvajre @dgaugler#ABM

The #FlipMyFunnel model 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

Terminus is for all 4 types of ABM
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
Stages of Account-Based Marketing

Demand Generation
Sales + Marketing
= Smarketing

Why ABM @ PFL
Improve Odds
Scale Demand
Reduce Waste

Hypothesis
Combining
high
impact
marketing
touches
across
an

account

with
coordinated
sales
efforts
will
improve
our

sales
and
marketing
efficiency.


So then what are the
“high impact” touches from
sales & marketing?

@sangramvajre #ABM
Engage
• Messaging should be an
extension of the brand
• Connect on a personal level
• On the channels where
they’re most active
• Make it visceral, appeal to
your customers emotions

YOUR IMPACT GRAPH
ABM Engagement
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
Email newsletter
Nurture Programs
Blog and website updates
Analyst recommendations
In-person events
Industry or persona-based webinar
Account-based
advertising/messaging
or LinkedIn Ads
Direct mail

Source: InfoTrends
A Multi-Channel Campaign is the Key

Four Dimensional Campaigns
• Display
• Email
• Tactile
Marketing
aka
Direct
Mail
• Website
Personalization

Holistic Insights | Efficiency | Better Results

Getting Started
Research
Pick targets
Start small
System design

• Group effort
• Online research
• Not just C level execs
• 1 - 4 people per account
Define the Audience

Personalization at scale

PFL’s ABM Tech Stack
Tactile
Marketing
Automation
Marketing
Automation
and Web Personalization
DisplayData

Account
Direct

Mail
Sales
Gifts
Display
Ads
Social
Web
Personalization
Event
Engage

Touch points

ABM Orchestration Experience

Results
Conversion to
opportunity30%
203% lift over digital only
Drastically improved
sales and marketing efficiency

EXAMPLE
The Sales & Marketing Terminus 500 Cadence
Pre-cadence: Terminus Ads
During cadence: LinkedIn and
Facebook retargeting to known
contacts
After 1st 8 days: Direct mail to
unresponsive accounts
Day 1: Personalized
video email
Day 2: Email
Day 2: Call, LVM
Day 4: LinkedIn
(Attempt to connect)
Day 6: Inmail
Day 7: Video email
(Sangram)
Day 8: Call, no VM
Day 8: Direct mail
Day 13: Call, LVM
about the package
Day 13: Email about
the package
Day 15: Video Email
Day 16: Call, no VM
Day 20: Breakup video
email
MARKETING TOUCH POINTS SALES TOUCH POINTS

Demand Generation
Personalized Video Emails
Terminus Ads
Direct Mail

Demand Generation

B U Y E R ’ S J O U R N E Y
Demand Gen Pipeline Velocity
Stages
Prospect Opportunity Customer Adoption Upsell/Cross-Sell Land & Expand
“Always On”
Air Cover
Goal Leads to Qualified
Accounts
MQA to Opportunity Opportunity to
Customers
Customers to
Advocates
Winning New
Business
Winning More
Business
Keeping Top of
Mind
Strategies • Events/Webinars
• Campaigns
• Inbound
• Outbound
• MQA to SQA
• SQA to Opportunity
• Lost/Dead to
Opportunity
• New Opportunity to
Evaluation
• Evaluation to
Negotiation/Review
• Negotiation
to Closed-Won
• Workshops &
Training
• Webinars/Events
• Customer Reviews
• New Product
• Features
• Upgrades
• Outbound
• New Departments
• Personalized
Messaging
• Outbound
• Partners
• Analysts
• Influencers
• Investors
Recommended
Content
• Blog Post
• eBook
• Infographic
• Whitepaper
• Video Testimonial
• Case Studies
• Webinar
• Case Study
• “How To” Content
• ROI
• Competitive Analysis
• Implementation
Guide
• Tutorials
• “How To” Resources
• Product Webinar
• Case Study
• ROI
• Case Study
• ROI
• Quarterly
Reports
• Thought
Leadership
• Newsletters
Stakeholders Marketing, CMO,
Demand Generation
Marketing, Sales, Sales
Development
Marketing, Sales, Sales
Development, CMO,
CSO
Marketing, Customer
Success
Marketing, Customer
Success, Sales
Marketing, Customer
Success, Sales
CEO, CMO, CSO
ABM Success
Measure
Increase In:
MQLs
Contact Activities
Audience
↑Executive
Awareness
Number of Appts.
Increase In:
Opportunities
Engagement in
Accounts
Marketing-Sourced
Pipeline
Pipeline Velocity
Increase In:
Closed/Won Deals
↑Engagement in
Opportunities
Sales Velocity
Deal size
New logos
Increase In:
Usage
Retention
Churn
Increase In:
New Business
Deal Size
Revenue per Acct
↑Engagement in
Accounts
Increase In:
New Business
Deal Size
Current Customer
Revenue
Engagement in
Accounts
Increase In:
Awareness
(more
impressions)
Engagement
(traffic to site)
The Account-Based Marketing
F R A M E W O R K
C U S T O M E R ’ S J O U R N E Y

Sales Pipeline

Customer Marketing
Research shows that 85% of companies believe that
ABM provides significant benefits
for retaining and expanding current client relationships

@sangramvajre #ABM
Customer Marketing

ABM Orchestration Takeaways
• Align
your
marketing
+
sales
teams
=
“smarketing”
• Coordinate
messaging
and
creative
across
all
channels

(including
sales
conversations
and
emails)
• Select
the
right channels
– consider
account
coverage

and
depth
of
engagement
• Scale
and
automate
using
marketing
tech
&
tools


Terminus Cloud for ABM
terminus.com/abm-cloud
Using the #FlipMyFunnel model for ABM
• Build a best-in-class ABM tech stack
• Partner program of 40+ B2B marketing &
sales software vendors
• All integrate w/ Salesforce CRM for a
comprehensive strategy
• Aligning #MarTech stack allows ABM to be
done at scale (1-to-1 or 1-to-many)

Terminus ABM Stack Grader
terminus.com/abm-stack

Download full Blueprint to ABM ebook
60+
pages of
content, 10
worksheets
bit.ly/abm_blueprint

Questions? Tweet to us!
DANIEL GAUGLER
CMO
PFL
@dgaugler
SANGRAM VAJRE
Co-Founder & CMO
Terminus
@sangramvajre
#ABM

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