When fully integrated into your demand generation efforts, predictive marketing takes you a league beyond demand generation, and into demand acceleration. Demand acceleration allows you to use your existing marketing channels with a new level of precision to land bigger deals in shorter sales cycles. But, predictive isn’t a silver bullet. You still need to nurture your leads, creating relationships with them overtime. However, predictive changes how you create those relationships, since you have access to much more data than you would otherwise. In this slideshare you'll learn how to: Craft the right content to guide your best-fit accounts through your sales funnel Nurture your leads with the right email messaging Personalize your website experience for target accounts and industries Attend the events that your customers are attending, and plan events that your customers want to attend Target your social media outreach and find the right influencers to evangelize your product Use paid ads to attract leads throughout the funnel Optimize your database to improve sales and marketing alignment.

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7 steps for converting leads faster with
multi channel demand acceleration
Dayna Rothman, Senior Director of Brand, Content,
and Demand
Jessica Cross, Director of Demand Acceleration and
Customer Marketing

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Housekeeping
 Can you hear us?
 Can you see us??
 Put questions in the chat box
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Your Speakers
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JESSICA CROSS
Director of Demand Acceleration
and Customer Marketing
@jfayesf
DAYNA ROTHMAN
Senior Director of Content, Brand, and
Demand Generation @dayroth

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Being a Marketer is Hard!
Some of the top issues facing
marketers:
 Targeting the wrong accounts
 Not providing enough qualified
leads for sales
 Trouble entering a new market
 Difficulty personalizing and
accelerating leads through your
funnel
 Don’t know where to start with
ABM
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Predictive Helps You Accelerate Your Leads
 Build pipeline and optimize conversion
 But, it’s not a silver bullet!
 You still need to build relationships with your buyers
 Demand generation becomes demand acceleration
 The focus on moving buying through your funnel at an accelerated
pace
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The 7 Steps of Demand Acceleration
1. Create the right content to target the right accounts
2. Nurture your accounts with the right email messaging
3. Personalize the web experience
4. Plan events around your predictive target accounts
5. Target social media outreach
6. Target paid advertising
7. Sales and marketing alignment
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Create the Right Content to Target the Right
Accounts

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The first step to
converting your predictive
target accounts is to
create relevant content.

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Content will help
you build
relationships and
trust with your
accounts.
So you can move
them through
your funnel to
become
customers.

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8 Qualifications of Content Marketing to Your Top
Accounts
1. Engages target accounts on their own terms
2. Personalized and relevant
3. Based on predictive and account data
4. Tells a continuous story throughout the buyer journey
5. Is the right fit for your channels
6. Has a clear purpose
7. Has pre-defined metrics
8. Is almost always evergreen
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Content Fuels Your Marketing Programs
Content is the fuel for all of your targeted marketing programs:
 Email
 Nurturing
 Social
 Direct mail
 Advertising
 Paid programs
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But how do
you create
personalized
content for
top accounts
at scale?

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Luckily, there are
some content
hacks that make
this possible!

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Predictive Insights Can Help Personalize
What do your target accounts care about?
 Personalize based on:
 Company name and attributes
 Industry
 Company size
 Technology stack
 Social presence
 Key company news
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Look at Your Content Inventory and Update
 Add logos to a new cover page
for your top 15 target accounts
 Take a look at the asset and do
some minor copy changes
throughout
 Add a customized introduction
page that speaks to your target
account or industry
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Leverage Interactive Content for Easy Updates and
Changes
 Interactive content is live —
therefore can be easily
changed
 Clone interactive content for
customized experiences
 Add custom copy and
custom graphics where
needed
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Create Customized Content Hubs
 Website page that stores
a select grouping of
content
 Customize each page
for target industries or
accounts
 A personalized look
without creating custom
content
 Can also be used for
direct sales outreach
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Show the Love by Featuring Key Accounts in Your
Content
 Reach out to target accounts to
get their POV
 Include them in an infographic
 Add their quote to an ebook
 Add them to a slide deck
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Pro Tip: Use Predictive Data to Determine Content
Performance
Use data from your predictive platform to:
 Inform what content you should create
 Measure content performance based on responses from high-fit accounts
 Know what to phase out
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Nurture Your Accounts with the Right Email
Messaging

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Email is one of
your main
distribution
channels, and
arguably your
most crucial.

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Instead of just
batch and blasting
your top accounts,
use the data from
your predictive
platform to segment
and personalize
your messaging.

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Segmenting your
database
enables you to
create curated
communications.

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Database Segmentation
Segment based on:
 Predictive score
 Industry
 Behavior
 Company size
 Revenue
 Technology stack
 And more….
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Predictive Marketing and Segmentation
Look at the insights gleaned from your predictive platform and find:
 New opportunities for segmentation
 Data to help determine the right messaging for different segments
 Places you can optimize your existing nurture streams
 New nurture streams to create
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Nurture Track Segmentation Example: Predictive
Letter Grades
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Nurture Track Example: Numerical Scores
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Target Accounts and Email Outreach
 Remove key target accounts from your generic email nurturing
programs
 Create smaller, more personalized tracks for target accounts
 Develop highly integrated, multi-channel account-based programs for
target accounts
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Easy Ways to Personalize Email Communications
 Email tokens
 Personalized creative
 Personalized content
hubs as CTAs
 Personalized landing
pages and URLs
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Predictive for Website Personalization
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Steps for Website Personalization
 Measure your baseline
 Traffic, return visitors, conversion rates
 Segment your audience
 Industry, tech adoption, location
 Craft the right message for those segments
 Measure message and refine
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Content Specific for Your Segments
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Web Personalization
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Personalize Your Web Experience
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Results? Increase in
content
consumption of
113%

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Provide a Personal Touch with the Right Events
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Plan Events Based on Where Target Accounts Will Be
 Evaluate your target account list by
region
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Get Local
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Evaluate Program Performance by Rating
Immediately know the “quality”
of an event by evaluating how
many As, Bs, Cs, and Ds are
acquired
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Targeted Organic Social Media Outreach
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When it comes
to social media
outreach for
your target
accounts, it
pays to be
personal

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Treat your predictive
accounts like you would
treat influencers on
social

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Create Twitter Lists for Key Accounts
 Create lists for groups of
target accounts
 Follow
 Retweet
 Engage
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Encourage Sales Reps to Engage in Social Selling
 Show reps how to create lists
on Twitter
 Have them regularly engage
with their key accounts
 Make sure that you do some
social media training!
 Provide them with personalized
account content
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Take it One Step Further with an Employee Advocacy
Platform
 Use a social sharing platform to
have employees like, share, or
tweet posts from key accounts
 This shows them the love and
boosts their social presence!
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Be Active on LinkedIn
 Follow your decision makers
from key accounts on LinkedIn
 Comment on shared content to
kick off engagement
 And use InMail sparingly!
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Targeted Paid Advertising
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Predictive Digital Remarketing
 Leverage Marketo’s Remarketing for Facebook
 Advertise only to your top quality leads
 Cut your spend and improve CTRs
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Connect your Facebook account to Marketo
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Build a Smart List in Marketo
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Press the Button!
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Create Advertising in FB on Customer Audience
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Optimize Your Database with Predictive to
Improve Sales and Marketing Alignment
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Sales and Marketing Alignment
 Predictive for MQL threshold
 Predictive for prioritization
 Predictive for target account list
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Predictive Rating Built into MQL Threshold
 Goal is to predict more
meetings
 Use EverString as the
firmographic fit score
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Sales Prioritization
 EverString rating in “My MQL”
view for SDR prioritization
 Call the good leads first
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Which Rep Has the Best Leads?
 Understand which SDR has the
most “A” leads
 Are my territories evenly
distributed?
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8 Key Takeaways
1. Move away from demand generation to demand acceleration with a
focus on target accounts
2. Move your best-fit accounts through your funnel with personalized
content
3. Nurture your accounts with segmented streams and messaging
4. Personalize your website experience for target accounts and industries
5. Attend the events that your buyers are attending
6. Target your social media outreach to create relationships with accounts
7. Use paid ads to attract leads throughout the funnel
8. Optimize your database to improve sales and marketing alignment
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Thank you!
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