The 5 Biggest MarTech and ABM Mistakes Made by Marketing Leaders

The 5 Biggest MarTech &ABM
Mistakes Made by Marketing Leaders

@B2BCMO
By the end of our presentation, you’ll learn:



About Jon Russo
• Founder, B2B Fusion, Sales & Marketing Performance Firm
• 3x SaaS CMO with 3 successful CMO exits
• Marketo Certified…
• Board Member, MOCCA – Marketing Operations
• Recognized as Top 10 Sales Lead Management Expert
@B2BCMO

@B2BCMO
Evel Knievel – “Fearless Marketer”





Selling Has Never Been More Challenging
2016 CEB • 2015 DemandGen B2B Buyers Survey • N=175 • ITSMA 2016

@B2BCMO
Tweetable definition – ABM Enables:
Reach • Scale • Relevance • Engagement

@B2BCMO
5 Common Mistakes we see

@B2BCMO
1a. FOMO: A fear of missing out…
2012 Gartner
Group:
CMOs will
outspend CIOs
by 2017

@B2BCMO
1b. FOMO – Shop for MarTech!

@B2BCMO
1c. FOMO reaction…
….but both of these require Executive Commitments
ABM
Technology
Purchase
ABM Strategy

1d. Solution - Assess current state
Why assess?




@B2BCMO
1e. Solution - Phase and align in region
Components Outcomes
1. Strategy Roadmap: data, programs, processes, org…then systems
2. Target Define Account Tiers/Structure, & account process treatment
3. Measure Account Lifecycle statuses, Account disposition rules, KPIs.
4. xDR Reach Cadences, Message refinement, Account Intelligence Capture

@B2BCMO
2a. Ideal Customer Profile Framework
Ideal Target Attributes
 U.S. Headquartered Software company
 Employees 100 – 500
 Company revenue $10mm+
 Years in business: 9 years
Clients engage with us when
 New revenue opportunities with our product are visible to the buyer
 Keeping your existing authentication matters
 Scalability of your hardware stack & licensing matches your model
Where we replicate sales successes
 Financial Services
 Telecom
 Manufacturing
Red flags / Concerns in buying process
 No access to developers in sales cycle
 Web based development is preferred
 Need a full stack, ETL solution

@B2BCMO
2b. Assess global market fit & size with ICP

@B2BCMO
2c. Assess Accounts on hand vs targets

@B2BCMO
2d. Risk: Understating Target Market Size
These same tests apply at the contact level as well

@B2BCMO
2e. Benchmark contact data against the
B2B Fusion ‘4 Pathogens of contact data’ Framework

@B2BCMO
3. Buyers intent: 1st and 3rd party data
3rd Party: Unknown (pre-MQLs with intent)
 Web search terms
 Syndicated Content
 (Integrate, Tech Target, etc.)
1st Party: Known (MQLs with intent)
 De-anonymized Web traffic
 Devices, cookied Web visitors
 Gated content consumption
 Form fills
Intent monitoring scrapes and aggregates evidence of how accounts are
researching topics, seeking frequency and intensity variations. Key inputs:

@B2BCMO
3. The Business benefits of Intent Data






@B2BCMO
3a. Weighting is relative topic interest vs. historical baseline
Pro Tip Measurement: TAM surging accounts as a % of overall TAM

@B2BCMO
3b. Operationalizing Intent in Marketo

@B2BCMO
4b. A client deployment

@B2BCMO
4c. Account Status Treatment, Reporting

@B2BCMO
4d. Success Example
Results:
• Engagement at 76% of the Top 668 Financial Service Accounts
• 19% pipeline conversion within the Top Financial Service Accounts.
• Tracked and measured target account engagement across all channels (ads, web, forms, email)
• Recognized by industry peers - awarded top 4 companies in ABM Targeting in 2017.
Jill Marguette
Global Campaign Manager, Trifacta (SaaS data wrangler company)
Marketo, Salesforce, Terminus, LinkedIn, YesWare, Reachforce
.

@B2BCMO
Internal talent – type of person matters





@B2BCMO
3 Considerations for external ABM help

@B2BCMO
Takeaways:






@B2BCMO
Q&A
JON RUSSO
Jon.Russo@B2BFusiongroup.com
linkedin.com/in/jonrussoexecutive
@b2bcmo

@B2BCMO
Resources for your ABM Strategy








@B2BCMO
3. The Intent Data Market within ABM



1 & 2 Demand Gen Report 2017
3 & 4 Forrester 2017

The 5 Biggest MarTech and ABM Mistakes Made by Marketing Leaders

More Related Content

More from Marketo

Recently uploaded

The 5 Biggest MarTech and ABM Mistakes Made by Marketing Leaders