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ABM Quick Win Tactics

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Erin Pearson

Andre Yee presents ABM Quick Win Tacts

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ABM Quick Wins: Driving Demand for Target Account Segments ! © Triblio Inc. All Rights Reserved. Not for Distribution!
!Why ABM on Your Website Matters…!
! The B2B Buyer Journey ! Involves Your Website! Supplier website is #1 source of ! Information for B2B buying! Buyersphere Report 2015!
! Consensus Buying = Multiple Decision Makers! Mary! Senior Manager! Joe ! IT Guru! Barbara ! Finance Exec! Hidden influencer profiles! “On average, 5.4 people need to sign off on each purchase” ! ! “Making the Consensus Sale”! Corporate Executive Board!
! ABM Tactics ! That Work!
! ABM Tactic #1:! Increase Leads for Target Account Segments!
! Increase Leads for ! Target Account Segments! Client Example: Digium! ! •  VoIP business phone systems! •  Objective: Better quality lead capture without sacrificing quantity! •  Target prospects in 6 account segments w/ relevant offer! ! !
! Campaign: Target unknown visitors with premium offer CTA personalized by industry ! -  Targeted accounts get industry-specific offer, others are served generic offer! -  Personalized CTA out-perform default CTA by up to 105%! Non-personalized! Professional Services! Education! ! ! ! ! ! ! ! ! ! 1.24% Conversion Rate! ! 1.64% CR! (+ 32%)! 2.55% CR! (+ 105%)! Overall result: >30% growth for in-target leads Personalization Campaigns = Results!
! Out-Target! In-Target! < 20% of web visitors are in-target prospects! All Web Visitors! Key Takeaway: ! Focus on Target Account Segments! ! What account(s) visiting your website?! Are you targeting the 20% that matters?!
! ABM Tactic #2: ! Drive Qualified Sales Conversations !
! Drive Qualified Sales Conversations! Client Example:! ! •  ~ $700 PR Software Vendor ! •  Objective: Drive Sales Demos! •  Target middle-funnel leads w sales CTA ! ~ 10X lift in sales conversations
! Typical B2B Website Today…! “Spray & pray” CTAs!
! Personalized CTA: Email capture w/ premium ! content offer for “anonymous” (ToF) visitors! a)  industry! b)  company attributes – SMB / Mid / Enterprise! Personalized CTA: Demo request w/ relevant messaging.! a)  “known” visitor profile! b)  lead score! b)  engaging lower funnel content! Key Takeaway:! Maximize Sales Conversation by ! Funnel Stage Targeting!
! ABM Tactic #3: ! X-Sell & Renewals!
! Upsell / X-sell to Existing Customers ! Complementary product offer CTA! Client Example: WealthEngine! ! •  Wealth demographic data platform! •  2015 Gartner Cool Vendor for Marketing! •  Objective: Increase x-sells to existing customer base! •  Solution: Targeting existing customers with complementary product offer! !
!Key Takeaway:! Customers Are a Strategic Account Segment ! ! “80% of future profits come from 20% of customers” ! ~ Gartner Group!
! ①  Generate Leads by Focusing on Target Account Segments ②  Drive Qualified Sales Conversations by Funnel Stage Targeting ③  Impact Revenue by Targeting Existing Customers as a Strategic Account Segment ! ! ABM on Web is Shortest Path to Value Summary!

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ABM Quick Win Tactics

  • 1. ABM Quick Wins: Driving Demand for Target Account Segments ! © Triblio Inc. All Rights Reserved. Not for Distribution!
  • 2. !Why ABM on Your Website Matters…!
  • 3. ! The B2B Buyer Journey ! Involves Your Website! Supplier website is #1 source of ! Information for B2B buying! Buyersphere Report 2015!
  • 4. ! Consensus Buying = Multiple Decision Makers! Mary! Senior Manager! Joe ! IT Guru! Barbara ! Finance Exec! Hidden influencer profiles! “On average, 5.4 people need to sign off on each purchase” ! ! “Making the Consensus Sale”! Corporate Executive Board!
  • 6. ! ABM Tactic #1:! Increase Leads for Target Account Segments!
  • 7. ! Increase Leads for ! Target Account Segments! Client Example: Digium! ! •  VoIP business phone systems! •  Objective: Better quality lead capture without sacrificing quantity! •  Target prospects in 6 account segments w/ relevant offer! ! !
  • 8. ! Campaign: Target unknown visitors with premium offer CTA personalized by industry ! -  Targeted accounts get industry-specific offer, others are served generic offer! -  Personalized CTA out-perform default CTA by up to 105%! Non-personalized! Professional Services! Education! ! ! ! ! ! ! ! ! ! 1.24% Conversion Rate! ! 1.64% CR! (+ 32%)! 2.55% CR! (+ 105%)! Overall result: >30% growth for in-target leads Personalization Campaigns = Results!
  • 9. ! Out-Target! In-Target! < 20% of web visitors are in-target prospects! All Web Visitors! Key Takeaway: ! Focus on Target Account Segments! ! What account(s) visiting your website?! Are you targeting the 20% that matters?!
  • 10. ! ABM Tactic #2: ! Drive Qualified Sales Conversations !
  • 11. ! Drive Qualified Sales Conversations! Client Example:! ! •  ~ $700 PR Software Vendor ! •  Objective: Drive Sales Demos! •  Target middle-funnel leads w sales CTA ! ~ 10X lift in sales conversations
  • 12. ! Typical B2B Website Today…! “Spray & pray” CTAs!
  • 13. ! Personalized CTA: Email capture w/ premium ! content offer for “anonymous” (ToF) visitors! a)  industry! b)  company attributes – SMB / Mid / Enterprise! Personalized CTA: Demo request w/ relevant messaging.! a)  “known” visitor profile! b)  lead score! b)  engaging lower funnel content! Key Takeaway:! Maximize Sales Conversation by ! Funnel Stage Targeting!
  • 14. ! ABM Tactic #3: ! X-Sell & Renewals!
  • 15. ! Upsell / X-sell to Existing Customers ! Complementary product offer CTA! Client Example: WealthEngine! ! •  Wealth demographic data platform! •  2015 Gartner Cool Vendor for Marketing! •  Objective: Increase x-sells to existing customer base! •  Solution: Targeting existing customers with complementary product offer! !
  • 16. !Key Takeaway:! Customers Are a Strategic Account Segment ! ! “80% of future profits come from 20% of customers” ! ~ Gartner Group!
  • 17. ! ①  Generate Leads by Focusing on Target Account Segments ②  Drive Qualified Sales Conversations by Funnel Stage Targeting ③  Impact Revenue by Targeting Existing Customers as a Strategic Account Segment ! ! ABM on Web is Shortest Path to Value Summary!