ABM Interactions: Engaging Your Target Accounts Where They Are
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This document discusses account-based marketing (ABM) interactions and strategies. It begins by providing statistics about marketing and sales effectiveness. It then outlines the typical customer journey from awareness to purchase. The document proposes identifying the best-fit accounts, focusing on engaging people in similar roles, using the right content and channels, and turning customers into advocates. It presents examples of high-tech and high-touch vs low-tech and low-touch interactions. Finally, it discusses three ABM interaction strategies focused on demand generation, pipeline velocity, and up-selling/cross-selling, outlining the relevant stakeholders, strategies, interactions, and success metrics for each.
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ABM Interactions: Engaging Your Target Accounts Where They Are
- 1. ABM Interactions: Engaging Your Target Accounts Where They Are
- 2. @sangramvajre Sangram Vajre Co-Founder and CMO, Terminus Founder of the #FlipMyFunnel Movement Previously, Head of Marketing, Pardot, Salesforce
- 3. Less that 1% of the leads turn into customers. Forrester Research Less than 2% of the cold calls result in appointment. LeadJob In B2B, on average 7 people are involved in most buying decision. Gartner Over 50% of CMOs want to measure pipeline velocity and revenue. #FlipMyFunnel @sangramvajre
- 4. AWARENESS Start broad — Everyone is a target INTEREST Spend more money to qualify CONSIDERATION Call. Email. Call. Email… PURCHASE Thank God, they didn’t know enough about our competitors @sangramvajre
- 6. IDENTIFY Start with the best-fit EXPAND Focus on people in same roles ENGAGE Right Content, Right Channel ADVOCATE Turn Customers into fans @sangramvajre
- 8. What is Account-Based Marketing? Focused B2B “Smarketing” @sangramvajre
- 9. B2B Marketing Interactions Hi Tech Hi Touch Low Tech Low Touch Display ads and video advertising Facebook, Twitter, LinkedIn advertising Email nurturing Content marketing Thought leadership e-books Thought leadership webinars Direct mail Sales calls Doing small targeted events VIP Dinners/sporting events @sangramvajre Sponsoring big events Print Ads Personalized videos Customer Success webinars Customer / industry specific webinars Customer product demo
- 10. B2B Marketing Interactions Hi Tech Hi Touch Low Tech Low Touch Display ads and video advertising Facebook, Twitter, LinkedIn advertising Email nurturing Content marketing Thought leadership e-books Thought leadership webinars Personalized videos Customer Success webinars Customer / industry specific webinars Customer product demo Direct mail Sales calls Doing small targeted events VIP Dinners/sporting events Sponsoring big events Print Ads @sangramvajre At ScaleManual
- 11. How to apply Interactions to account-based marketing strategy? @sangramvajre
- 12. STAKEHOLDERS CMO, Demand Gen, Sales Development STRATEGIES Demand Generation Warming up accounts (outbound) INTERACTIONS Display ads and video advertising Facebook, Twitter, LinkedIn advertising Email nurturing, Content marketing SUCCESS METRICS Increase in MQAs Increase in Sales Appointments Increase in Account Awareness Interaction #1: Hi-Tech, Low-Touch @sangramvajre
- 13. Interaction #2: Hi-Tech, Hi-Touch STAKEHOLDERS CMO, CSO, CEO STRATEGIES Pipeline Velocity Sales Velocity INTERACTIONS Targeted Ads, Direct mail, Sales calls, Doing small targeted events, Webinars SUCCESS METRICS Increase in new opportunities and pipeline Increase in sales velocity Increase in closed-won deals @sangramvajre
- 14. Interaction #3: Low-Tech, Hi-Touch STAKEHOLDERS “Smarketing”, CSO, Customer Success STRATEGIES Ups-sell, Cross-sell Adoption INTERACTIONS Product videos, direct mail, events, calls SUCCESS METRICS Increase in new biz Increase in revenue per account @sangramvajre
- 16. ABM =Focused B2B “Smarketing” Sangram Vajre Co-Founder and CMO, Terminus @sangramvajre
Editor's Notes
- Lead-based People as numbers Broad at the top and small at the bottom
- Lead-based People as numbers Broad at the top and small at the bottom
- Lead-based People as numbers Broad at the top and small at the bottom
- How many of the folks here are in demand generation role? How many of you guys wake up everyday wanting generate leads? I am going to wake up today and I get some leads…. How do I do that? Let me tell you story of one of customers have tons of Sales people. They dial 100 calls a day per rep for 30 days with email, call, email, call, cadence. Now they are running warming up campaign which means instead of just the lead, they are putting messages in front of all the Sales across mobile, social, display, video and also direct mail. Just surrounding them with awesomeness for 30 days to see if they can have better connect ratio and appointments with them.
- How many of the folks here are in increase in pipeline velocity? The answer is everyone of you – if you close deal faster, are you going to get fired? If you help close more deals, what is going to happen to marketing budget? Never seen a marketing budget go down when Sales numbers are going up. Now that you have create qualified accounts and they are showing interest, now is the time to unleash a combination of ABM tactics One of our customers run only stage based campaigns. As soon a company turns intoa qualfied account, they automatically fire up a series of campaigns. Advertising through terminus, direct mail through PFL, email thru Marketo, and also do stage based webinars that are intended to dive deeper in the product.