As Easy As ABX
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What’s better than a chance to compare notes on your B2B go-to-market strategy with your industry peers? Join us for an exclusive ABX virtual event where you’ll hear about the latest Account-Based Experience (ABX) tips and tricks from experts in Marketing Operations, Demand Generation, Digital Marketing and Sales. We will cover how you can unify Sales & Marketing to move as one team, seamlessly sharing data, insights, and results. Whether you’re a Digital Marketer, in Demand Gen, Marketing Ops or Sales we will highlight how these specific roles can execute ABX to meet the broader goals of their organisations.
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As Easy As ABX
- 1. As Easy as ABX Leanne Chescoe, Snr. Manager EMEA Marketing Virtual Event 07/09/2021 Demandbase Paul Gibson VP EMEA
- 2. © 2021 Demandbase | Today’s Presenters Paul Gibson VP EMEA, Demandbase Leanne Chescoe Snr. Manager EMEA Marketing, Demandbase 2
- 3. © 2021 Demandbase | ✓ What is ABX? ✓ Why it is important for B2B Sales & Marketing Teams ✓ Using Technology to execute an ABX Strategy ✓ Expert Panel 3 Agenda
- 4. © 2021 Demandbase | 4 Account-Based Experience (ABX) is a go-to-market strategy that uses data and insights to orchestrate relevant, trusted Marketing and Sales actions throughout the B2B customer lifecycle
- 5. © 2021 Demandbase | Why ABX 5
- 6. © 2021 Demandbase | Why ABX 6
- 7. © 2021 Demandbase | Why ABX 7
- 8. © 2021 Demandbase | Why ABX 8
- 9. © 2021 Demandbase | Why ABX 9
- 10. © 2021 Demandbase | Using Technology to Execute an ABX Strategy 10 Challenges Where Technology can help Not enough pipeline/revenue is needed Discover in-market accounts with high buying propensity Need to know where to focus AND what to say Account insights based on intent and engagement How can I act on account insight to ensure I don’t miss opportunities? Orchestrate the right activity, through the right channel, at the right time
- 11. © 2021 Demandbase | 11 Discover in-market accounts who are ready to buy
- 12. © 2021 Demandbase | • Desired Outcome: • Identify additional accounts to engage and add to CRM • Recommendation: • Dynamically identify all accounts that are NOT in CRM with: • Recent onsite engagement with at least 5 page visits • Recent Keyword Intent • Take It To The Next Level ❏ Consider adding additional filters using specific keywords, engagement minutes, industry, etc. for more segmented marketing campaigns ❏ Share these net new accounts with Sales for alignment on communication/prioritisation strategy ❏ Add the net new accounts to an Account-Based Advertising Campaign Use Case: Uncover Net-New Accounts 12 Onsite Engagement Keyword Intent Not in my CRM I want to include accounts that are not in our CRM to an awareness campaign. I’m interested in accounts showing intent keywords and least 5 website visits in the last 30 days.
- 13. © 2021 Demandbase | 13 How will this help my segmentation strategy?
- 14. © 2021 Demandbase | Use Case: Understand In-Market Intent and Engagement • Desired Outcome: • Group your target account list into actionable segments based on interest and activity • Recommendation: • Leverage your Target Account List • Prioritise your list to isolate accounts with recent intent and marketing engagement activity • Use this list to target the engaged accounts with the relevant messaging • Take It To The Next Level ❏ Consider additional detail: Are you interested in activity on a specific page or keyword? Would additional segmentation on demographics like industry be useful? ❏ Advertising campaigns to generate traffic to a desired landing page ❏ Awareness campaigns for accounts not showing high intent or onsite engagement ❏ Deliver accounts to Sales for alignment on communication/prioritisation strategy 14 Target Account List Keyword Intent (Customize with relevant criteria) Marketing Engagement Minutes “I have an established target account list, but how can I segment by activity to inform my next targeted campaign?
- 15. © 2021 Demandbase | • Desired Outcome: • Personalise Journey Stages • Recommendation: • Use Account Journey Builder to create additional stages • Build criteria to create each stage as defined by your buyer journey and important engagement stages • Take It To The Next Level ❏ Choose which journey stages equate to MQA, Pipeline, and Customer stages ❏ Execute triggered campaigns or sales actions when an account enters a high priority stage (MQA) using segmented account details Use Case: Personalise Journey Stages 15 It’s important to create journey stages that match our actual sales cycles and engagement criteria for accurate reporting, usage, and orchestration for all teams .
- 16. © 2021 Demandbase | 16 How can I take action on this insight?
- 17. © 2021 Demandbase | Use Case: Orchestrate Campaigns Based on Pipeline Status • Desired Outcome: • Automate campaigns & processes to increase pipeline efficiency • Recommendation: • Create a new Person automation • Include people that are indicated as Key Contacts and belong to accounts that are in the MQA stage • Add to CRM Campaign and include relevant details • Make the automation recurring on desired cadence and allow members to only be qualified once (to prevent multiple additions) • Take It To The Next Level ❏ Activate campaigns or actions differently depending on the persona or account tier in question ❏ Add multiple steps for additional execution & control (i.e. SFDC campaign, Outreach sequence, and SFDC data change) 17 People with Accounts in MQA Action: Add to SFDC Campaign (Complete with Details) People will only be added to SFDC Campaign once I want to automate campaigns and processes to make them less manual, more segmented, and more effective.
- 18. © 2021 Demandbase | Use Case: Orchestrate activity across channels • Desired Outcome: • Ensuring opportunities are not missed • Recommendation: • Identify which channel is most relevant • Take It To The Next Level ❏ Advertising campaign ❏ Personalising website ❏ Marketing Automation nurture streams ❏ Sales enablement cadences ❏ Direct Mail 18
- 19. © 2021 Demandbase | Working with Sales 19
- 20. copyright 2020 EXPERT PANEL MOLLY GROSMANN Manager Sales Development EMEA Outreach KARLA WENTWORTH Founder & MD Vantage Clever SALLY YATES CMO Xceptor
- 21. © 2021 Demandbase | 21 Continue your education
- 22. © 2021 Demandbase | Thank You 22 You’re the best!
Editor's Notes
- First of our webinar series,
- Speaker intros
- But first, what is ABX? Account-Based Experience (ABX) is a go-to-market strategy that uses data and insights to orchestrate relevant, trusted Marketing and Sales actions throughout the B2B customer lifecycle. This is the next evolution of ABM and uses all the best practices of a Customer Experience strategy. Most importantly, this is a GTM strategy - A fundamental strategy that spans all your go-to-market efforts; not a simple campaign or tactic. Data and insights is key - Using research and AI to identify when and how to engage with your accounts and what to say. It helps your brand stay relevant and trusted because it engages business buyers in a trusted way, on their own terms It involves an orchestrated process between Marketing, Sales and all customer-facing teams. And it touches all aspects of the full customer journey, from brand to post-sale expansion.
- Customer Experience (CX) is all the rage. And for good reason. Businesses that invest in creating great experiences have better revenue, retention, and satisfaction than businesses that don’t. Account-Based Experience takes the best CX principles — trust, empathy, and relevance at every stage of the journey — and applies them to the account-based world. 40% faster revenue growth 70% improved retention 1.6x better customer lifetime value 1
- It’s time to recognize that we’re not marketing and selling to a lead. We’re marketing and selling to an account. Think about it. It’s called business-to-business. Not business-to-lead. Think bigger. Think better. With ABX, we’re reaching out to everyone in the buying team — up to 10 people on average 2 — with targeted messaging based on their roles and where they are in the buyer journey.
- The very name Account-Based Marketing focused on just one department: Marketing. ABX takes it to the next level and brings all customer-facing departments into the account-based tent. So the entire go-to-market team works together to deliver a coordinated experience to accounts. 53% of businesses say that Marketing, Sales, and Customer Success are equally responsible for their account-based customer expansion strategy.
- We want to respect our buyers and not interrupt them with unwanted outreach. On the other hand, prospects are conducting much of their buying journey on their own, online, anonymously, and in a complex, nonlinear way. But If we wait for the prospect to fill out a “contact me” form, likely we’ve waited too long. The prospect has learned a lot, formed opinions, and may have a preferred vendor (likely not you) in mind. 12 is the average number of searches prospects perform before engaging on a brand’s website 70% of buyers fully define their needs on their own before engaging with a Sales representative. 44% of buyers identify specific solutions before reaching out to a seller So ABX resolves this dilemma by using AI to identify when buyers are showing intent and engagement across first and third-party platforms — which in turn tells us what topics will be most relevant.
- And the final point on why you should adopt an ABX approach comes back to being that trusted brand, that reaches out with relevant content and information. This is where you will be using deep insights to ensure each interaction is relevant and useful enough to be worthy of the account’s attention So when you are mapping out an account journey, here are some things to consider: Early in the journey, focus on building the brand based on a foundation of trust. Move from emotion to logic with thought leadership and education. Find when accounts are in-market and interested in hearing from you — but before they raise their hand on your website. Engage the entire buying committee and transform insight into action by breaking down the traditional “baton pass” from Marketing to Sales. Enhance the post-sale experience by continuing to identify key opportunities to engage at the right time In many ways, ABX simply takes the best practices that have emerged from ABM and codifies them under a more expansive principle of customer experience. Regardless of what you call it, an account-based go-to-market is simply the right way to approach B2B.
- So lets dive into the first challenge - how do I need which accounts to prioritize?