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Analog Strategies For ABM Success: Digital Channels And Integrated Programs
The document discusses strategies for account-based marketing (ABM) success through digital channels and integrated programs, highlighting key practices for improving lead generation and marketing effectiveness. It emphasizes the importance of understanding the audience, developing engaging content, and coordinating integrated campaigns across various marketing channels. The content also includes insights from a webinar sponsored by Demandbase, showcasing successful case studies and key takeaways for marketers.
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Analog Strategies For ABM Success: Digital Channels And Integrated Programs
- 1. #COSeries Analog Strategies ForABM Success: Digital Channels And Integrated Programs SPONSORED BY:
- 2. #COSeries Follow This Webinaron LinkedIn & Twitter #COSeries Demand Gen Report: @DG_Report Andrew Gaffney: @agaffney Demandbase: @Demandbase Jonn Dering: @D_Rang
- 3. #COSeries Register & AttendTo Win A Ticket To B2BMX • Earn 1 automatic entry when you register. • And second entry when you attend live. • Register & tune-in to all #COSeries live sessions for the best chance to win. • Winners announced each day of the series. Register For & Attend #COSeries Webinars For More Chances To Win Free Entry to #B2BMX
- 4. #COSeries About Demand GenReport • Tracking strategies & solutions in lead generation & marketing tech since 2007 • Daily news and analysis, special reports, original research and live events • Newsletter reaches 45,000 readers • Additional resources at: demandgenreport.com/resources @DG_Report http://linkd.in/DG_Specialists
- 5. #COSeries Questions, Tweets &Resources Submit your questions here Download today’s resources Join the conversation #COSeries
- 6. #COSeries How Are WeDoing?
- 7. #COSeries Panelists MODERATOR: Andrew Gaffney Editorial Director DemandGen Report John Dering Director of ABM Technology and Strategy Demandbase @D_Rang
- 8. ANALOG STRATEGIES FORABM SUCCESS John Dering, Director ABM Technology & Strategy Demandbase DIGITAL CHANNELS & INTEGRATED CAMPAIGNS
- 9. © 2018 DEMANDBASESLIDE 9 EVOLUTION OF MARKETING FUNNEL
- 10. © 2018 DEMANDBASESLIDE 10 2017 2016 2015 2014 2012 2011 ~150 ~350 ~1000 ~2000 ~3500 ~5000 Growth of marketing technology landscape over 7 years Source: chiefmartec.com
- 11. © 2018 DEMANDBASESLIDE 11 WHAT’S BROKEN IN B2B? Sales & Marketing Alignment The Waterfall BANT Metrics/Attribution
- 12. © 2018 DEMANDBASESLIDE 12 MARKETING AND SALES ROLES ARE CHANGING OLD MODEL MQL CLOSE IDENTIFY MARKETING SALES MARKETING SALES CLOSE NEW MODEL IDENTIFY
- 13. © 2018 DEMANDBASESLIDE 13 FUNDAMENTALS MARKETING GETTING BACK TO THE BASICS
- 14. © 2018 DEMANDBASESLIDE 14 1. Know your audience 2. Develop content that resonates 3. Reach them with the right message 4. Measure real performance FOUR B2B MARKETING BASICS FOR BETTER MARKETING
- 15. INTEGRATED CAMPAIGNS ABM ISA TEAM SPORT
- 16. © 2018 DEMANDBASESLIDE 16 3-PART INTEGRATED CAMPAIGN
- 17. © 2018 DEMANDBASESLIDE 17 INTEGRATED CAMPAIGN TOUCHES • Website • Webform confirmation emails • Webinar slide • Workshop slide • SDR follow up emails • SDR Spiff Coordinated Cross Promotion SDR eBook Download Webinar RSVP Workshop RSVP
- 18. © 2018 DEMANDBASESLIDE 18 REAL WORLD EXAMPLE: ABM IS A TEAM SPORT Email:
- 19. © 2018 DEMANDBASESLIDE 19 REAL WORLD EXAMPLE: ABM IS A TEAM SPORT Social:
- 20. © 2018 DEMANDBASESLIDE 20 REAL WORLD EXAMPLE: ABM IS A TEAM SPORT Advertising & SEM REGISTER NOW REGISTER NOW
- 21. © 2018 DEMANDBASESLIDE 21 REAL WORLD EXAMPLE: ABM IS A TEAM SPORT Partners:
- 22. © 2018 DEMANDBASESLIDE 22 REAL WORLD EXAMPLE: ABM IS A TEAM SPORT Sales Enablement:
- 23. © 2018 DEMANDBASESLIDE 23 REAL WORLD EXAMPLE: ABM IS A TEAM SPORT Marketing Alignment:
- 24. © 2018 DEMANDBASESLIDE 24 DEPARTMENTAL ALIGNMENT CMO Marketing Operations VP Demand Gen Dir. Demand Gen Campaign Manager Campaign Manager Events Manager Customer Marketing Director of Digital SEO/SEM Web Designer Advertising Senior Designer Junior Designer VP Field & Channel Marketing Partner Marketing Manager Territory Marketer Territory Marketer 2 Territory Marketer 3 ABM Education Manager Director Communications Social Media Manager Content Marketing VP Product Marketing Dir. Product Marketing Product Marketing Manager Product Marketing Manager Analyst Relations
- 25. © 2018 DEMANDBASESLIDE 25 SO HOW HAS IT WORKED? § After 3 Weeks: § 2K+ inquiries § 587 companies § 44% are DB4K § 85% engaged with 2+ programs § 20 pipeline opptys 2 5
- 26. ANALOG FUNDAMENTALS FOR DIGITALMARKETING ABM STRATEGY INCREASES SEM PIPELINE BY 81%
- 27. © 2018 DEMANDBASESLIDE 27 GROWTH OF ACCOUNT-BASED MARKETING
- 28. © 2018 DEMANDBASESLIDE 28 SEARCH ENGINE MARKETING CHALLENGES Displaced in SEM results by new, aggressive vendor activity Not attracting the right types of conversions No native way to optimize SEM to specifically reach target accounts ABM keyword bidding costs increasing dramatically
- 29. © 2018 DEMANDBASESLIDE 29 SEARCH ENGINE MARKETING GOALS FOR 2017 Regain “Leader in ABM” status in SEM results Develop & test an ABM strategy for SEM Optimize & improve performance for scalability
- 30. © 2018 DEMANDBASESLIDE 30 2017 SEM MEASURES OF SUCCESS ABM Authority - Priority Keyword Ad Placement (Share of Voice) Pipeline Growth Rate Pipeline Acquisition Cost
- 31. © 2018 DEMANDBASESLIDE 31 2017 STRATEGY FOR SEARCH ENGINE MARKETING TURNAROUND Focused keyword bidding to high priority terms Moved brand terms into defensive mode Bid up high-value terms in key regions for target accounts
- 32. © 2018 DEMANDBASESLIDE 32 ABM SEM STRATEGY § Create SEM campaigns targeted to regions with clusters of target accounts § Optimize bidding strategy in regions to dominate brand presence in SEM ad spots
- 33. © 2018 DEMANDBASESLIDE 33 RESULTS: ABM AUTHORITY 15.43% 17.52% 61.10% 9% 9% 9% 20.08% 19.66% 28.89% 46.28% 43.71% 69.09% 71.05% 72.24% $0.00 $5.00 $10.00 $15.00 $20.00 $25.00 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 Oct-17 Nov-17 KEYWORD IMPRESSION OWNERSHIP: Contains “ACCOUNT-BASED MARKETING” Impression Share Avg. CPC ABM Strategy Initiated
- 34. © 2018 DEMANDBASESLIDE 34 77.97% 77.78% 76.28% 28.46% 22.15% 26.93% 43.53% 22.43% 18.80% 50.10% 57.88% 87.72% 90.04% 85.98% $0.00 $5.00 $10.00 $15.00 $20.00 $25.00 $30.00 $35.00 $40.00 $45.00 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 Oct-17 Nov-17 KEYWORD IMPRESSION OWNERSHIP: Contains “ABM” Impression Share Avg. CPC RESULTS: ABM AUTHORITY ABM Strategy Initiated
- 35. © 2018 DEMANDBASESLIDE 35 Q116 Q216 Q316 Q416 Q117 Q217 Q317 Q417 RESULTS: PIPELINE PERFORMANCE +81% YoY Pipeline ABM Strategy Initiated
- 36. © 2018 DEMANDBASESLIDE 36 RESULTS: PIPELINE ACQUISITION COST * With Agency mgnt spend Q116 Q216 Q316 Q416 Q117 Q217 Q317 Q417 ABM Strategy Initiated -39% YoY Cost/Pipe
- 37. © 2018 DEMANDBASESLIDE 37 • Stay focused and keep it simple • Repurpose before you reinvent • Get back to marketing basics • Measure what counts KEY TAKEAWAYS
- 38. #COSeries How Are WeDoing?
- 39. #COSeries Q&A / Panelists MODERATOR: AndrewGaffney Editorial Director Demand Gen Report John Dering Director of ABM Technology and Strategy Demandbase @D_Rang
- 40. #COSeries Thank You ForAttending http://webinars.demandgenreport.com/campaign-optimization-series/2018/ Register for more sessions now thru April 27th! Please Join Our Next Session Today at 3PM ET / 12PM PT