In this webinar, ABM expert Ari Capogeannis will provide examples of successful ABM strategies and assist you in making the most of your ABM technology!

1. B2B Marketing Zone
Expert Insights. Personalized For you.
B2B Marketing
Trends to Engage
Target Accounts
and Skyrocket
Demand Gen
June 9, 2022 at 11:00 am PST,
2:00 pm EST, 7:00 pm BST
Director - Revenue Marketing at
NVIDIA
Ari Capogeannis
Rayvonne Carter
Webinar Coordinator,
B2B Marketing Zone
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3. B2B Marketing Zone
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4. B2B Marketing Zone
Expert Insights. Personalized For you.
Director - Revenue
Marketing at NVIDIA
Ari Capogeannis
B2B Marketing Trends to Engage Target Accounts and
Skyrocket Demand Gen

5. Welcome!
❑ Traditional lead management
❑ Account orchestration
❑ The tech stack and experience relevance
❑ Intent data
❑ Full-funnel marketing

6. Q: What are your ABM
blockers?

7. ABM and the Marketing Dungeon Master

8. Target Accounts–”Choose the best”
• 1:Few / 1:1 personal, relevant experience
• Educational tracks to buying centers
• Executive networking dinner series
• C-level brand preference swag drop
Install Base–”Be the best”
• Verticalized Customer Success nurture
• Accountants coffee chat series
• Advocacy / Influencer awards
• C-level enablement swag drop
Mass Allbound–”Get modern”
• Educational assets and webinars
• Guides to modernization and AI
• In-person event/party
• Theme ~ “Get your life back” calendars
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INBOUND DEMAND GEN
▹Nurture Emails
▹ ABM Ads
▹ Direct Mail
▹ Field Events
▹ Virtual Events
▹SEM
▹ Display Ads
▹ Retargeting
▹ Conferences
▹ SEO
▹ Social Media
▹ Webinars
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ACCOUNT BASED
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Positioning, De-positioning and Empowering

9. Hot Leads

10. Hot Leads
“You have 6 Ability scores to roll for: Strength, Dexterity,
Constitution, Intellect, and Wisdom. You can either roll 4 6-sided die
and record the cumulative total of the highest 3 dice 6 times or take
the “standard set” which is 15, 14, 13, 12, 10, 8. You do not need to
assign these scores yet, but you can if you want to.”

11. “You have 6 Demographic traits to score for: Revenue, Size, Industry,
Role, Function and Country. They can either consume 3 assets and
add 90 points in behavior or take the ‘auto MQL’ which is a Contact
Request for 100. You do not need to assign these scores yet, but you
can if you want to.”
Hot Leads

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Old school focus
Hot Leads

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Hot Leads?

14. Account Orchestration

15. A: My ABM blockers are…

16. A
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New school focus
DMU
Hot Accounts

17. Hot Accounts

18. A
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Hot Accounts?

19. The Buzzword
Account-Based Marketing Hype Cycle by Steve Watt, 2018. Original Hype Cycle by Gartner, 1995. [link]

20. 1. Discover Customer
visionaries
2. Sift through dirty data
synonyms not SIC/NAICS
3. Customer interview
process–part of culture
4. Find micro-verticals
5. Build 1-4 into positioning
and messaging
6. Share Customer
stories–part of culture
7. Enable Sales and
Customer telling
8. Micro-verticalize website
9. Be obsessed by
opportunities
10. Marketing stack
Most Common Problem: Starting with the Tech Stack
Start with the Customer

21. Acquisition
▸ Segmentation
▹ Vertical
▹ Revenue Range
▹ Platform stage
▹ DMU role
▹ Intent
▸ Robotic positioning
▹ Address need
▹ Support claim
▹ Validate
▸ Alignment
▹ Customer
▹ Allbound
▹ Partner
▹ 3rd
party
▹ Influencer
Engagement
▸ People Based Marketing
▹ Omnichannel CEX
▹ Cohesive Marketing levers
▹ DMU triage by patch
▸ Alignment
▹ Messaging
▹ Vehicles
▹ Predictive analytics
▸ Channel enablement
▹ Cobranding
▹ Joint events
▹ Targeting
▸ Customer Success
▹ Thought leadership
▹ Influencer spotlight
▹ Cross/Upsell
Retention
▸ Counter-act the need to graduate
▸ Counter-act the need to switch
▸ Counter-act buzzword bingo
▸ Make Customers the best at what
they do and give them what they
want before they know they want it
If our Customers fail, we fail.
ABM Go to Market

22. 22
Customer
interviews
Data
dumpster
dive
Micro-vertic
als definition
Position and
message
Customer
story
delivery
Micro-vert
website
Arm Sales
Arm
Channel
Champion
MarTech
Focus on
OPPs
LTV
Expansion
Advocates
Customer Success
Industry Marketing
Sales Operations
Direct Sales
Channel
Product Marketing
Industry Marketing
Engineering
Direct Sales
Customer Success
Brand / Design
Content Marketing
Product Marketing
Demand Gen
Demand Gen
Direct Sales
Channel
Product / Industry
Content Marketing
Sales Operations
Demand Gen
Content Marketing
Digital Marketing
Growth Marketing
“IPA” Customer Success
Direct Sales
Channel
Demand Gen
Alignment

23. Q: What is an “ABM technology”?

24. Bring on the Technology!

25. CRM
MAP
Buying center 2
Buying center 1 Social media
Enrichment
Enrichment Other
Reporting & Attribution
Scoring & Routing
Engagement
Automation
CRM Database
Data Sources & Intelligence
Orchestration
RevOps
3rd
party syndication handler Enrichment Cleansing & Augmentation
BI Planning
Webinar
Assistance
Abandonment
capture
Personalization
Direct Mail
Binge delivery Resources Video
CTA
Chat

26. A confusing B2B account experience
• 9+ decision making unit members
• 3+ varying core DMU roles
• 20+ B2B Marketers working in silo
RevTech shelfware is a death knell for ABM

27. RevTech shelfware: 5% media coverage
Buying Center CTA

28. Platform orchestration
Buying Center CTA
Enrichment MAP
CRM

29. RevTech championed: 95% media coverage
Buying Center CTA

30. Aligned omnichannel experience
Buying Center CTA
Enrichment MAP
CRM
Binge delivery
Direct Mail
Orchestration
Social Spearing
ABM Syndication
Personalization

31. TAM
Fit
Engagement
Intent
Recency
Traditional Marketing ~ “Spray and pray”
• Email = “campaign”
• Metrics = clicks and impressions
Targeted / Account Based Marketing
• 1:1 manual effort = “campaign”
• Metrics = MQA and quarterly account warmth
checks
Person Based Marketing
• Cohesive digital experience = “campaign”
• Metrics = intent data, meetings and pipeline
90% of closed won opportunities come from
accounts surging in 3-month intervals
Intent data creates a more valuable pool of
in-market leads versus Sales waiting on a mix in
quality of MQLs
Actionable, Scalable ABM through RevTech

32. ABM PBM
Person Based Marketing

33. Objective
Create a cohesive omnichannel
experience applying predictive analytics
and aligning organizational units to
accelerate the buyer journey
Role
▸ Devise executable ABM strategy
▸ Devise AQL model
▸ Align the ABM F.I.R.E. T.E.A.M.
Outcome
▸ +25% new logo engagement
▸ -50% time to close won
▸ Highest non-DQ OPP volume ever
▸ Churn mitigation
Learnings
▸ Alignment is a constant activity
▸ Intent is everything–beyond the MQL
▸ Relevance resonates
Why is this important?
To increase Mid-Market and Enterprise market share, a successful go to market
strategy requires complex segmentation, experiential messaging that delights as well
as compels, and a fully aligned organization to prevent the slightest amount of
confusion in the Customer lifecycle.
Person Based Marketing

34. A: An “ABM technology” is…

35. “CAUGHT” vs “THEY WILL COME”
Increasing on site conversion from 2% to 4% is far easier
than increasing incoming visitors from 20,000 to 40,000
35

36. 1.5x CRO
Personalized, relevant content
converts 1.5 times better. #science
"Widgets just right for you.”
"Widgets saving non-profits like the ASCPA 85% in
time and money.”

37. Land
Scale
Workflow
automations
SDR
Touchpoint
Role based
permissions
SDR
Touchpoint
APP
integrations
SDR
Touchpoint
Win
Mobile ready
SDR
Touchpoint
Performance
Center
SDR
Touchpoint
Priority Circle
SDR
Touchpoint
Webinar
(Associated
track)
SDR
Touchpoint
HVA
(Associated
track)
SDR
Touchpoint
Test Drive
SDR
Touchpoint
Expand
Scale
Premium
Feature set
Account Rep
Touchpoint
Customer
Success
AI/ML
Account Rep
Touchpoint
Customer
Referral
SDR
Touchpoint
Pillar based
• Dynamic pillars
• Awareness
• Self-education
• Standard vehicles
• Focused push during off hours
on education pieces
Engagement based
• Hyper targeted
• Intent cluster and engagement
based
• 3x display spend
• Sticky footer focus
Pillar based • Intent = 3x display spend
Success based • Churn mitigation
Advocate based

38. Staff
APP integrations
Performance
Center
AI/ML
Test Drive
Mobile ready
Priority Circle
Test Drive
Priority Circle
Mobile ready
APP integrations
Performance
Center
Test Drive
C-level
AI/ML
CXO event
"Save $X with
workflow
automation"
Daily Demo
C-level event
The Road to IPO
AI/ML
C-level event
IT
Role based
permissions
MM/Enterprise
secure
AI/ML
MM/Enterprise
secure
DMU role campaign segmentation

39. • Robotic positioning
• Bring metrics to front
• Vary conversion points
• Auto binge consumption
• Deepen industry coverage
• Hyper personalize
• Need a presence in search
>80% B2B SaaS pipeline has a homepage touch
Carousel
Dynamic
Real
Estate
Robotic
Position
Multiple
CTAs
Prospect
relevant
Left to
Right
society
Relevant

40. Intent Data–The Everything Foundation

41. Data Dumpster Diving
The story behind the data is arguably
more important than the data itself. Or
more precisely, the reason behind why
we are missing certain pieces of data may
be more meaningful than the data we
have.

42. Website visits, assets
consumed, event registration
Traditional lead scoring
01
Account engagement, off-site
behaviors, keyword clusters
Predictive analytics
02
Traditionally reactive tools can
be used for proactive ABM
Social listening
03
The focus should be continual
diversification of intent data
... and …
04
Actioning the “Intent Data” buzzword

43. Hot Leads & Accounts

44. Learn fast
Leverage real-time account behavior for actionable decisions

45. Q: How are you using intent data?

46. Full Funnel Marketing

47. Diversified Intent Data Relevant experiences Up/Cross-sell
Churn
ABM is Full Funnel Marketing

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• Brand preference
• Wake the dead @ 6mo
• Re-champion @ 1-2yr
• Paid social “wake-up” spear
• Dynamic hub experience
• Omnichannel experience
• Sales alert / buying center
• Waterfall advertising
• Waterfall hub experience
• VIP auto-cadences
• Sales-driven Digital Mktg
• Sales / Digital sync
• VIP hub experience push
• VIP swag launch
• 3x ad activation
• DMU engagement
• Convo relevant paid social
• Convo relevant digital
• Convo relevant hub
• LTV focus
• Churn mitigation
• Install-base swim lane
BI Layer
ABM Revenue Journey Automation

49. … but what about unknown visitors?
• Always offer keyword mixes for differing DMU role interests leading to relevant experiences
• Always offer differing email link destinations for existing DMU roles in the CMS
• Always offer differing role/function ad targeting
• The nav is not dead! ~ self-identification routes

50. A: Intent data is used for…

51. From funnel to ecosystem
• Leverage predictive data for sifting through complexity
• Ungate wherever possible for hyper engagement
• Gate only that 1 fantastic thing for the truly engaged
• “What about volume?” ~ # DQ’s currently in mix?
• Automate to scale

52. Final thought
• Don’t wait on a form fill to drive a delightful experience.
Proactively offer a relevant experience that resonates.

53. Ari Capogeannis Rayvonne Carter
Webinar Coordinator,
B2B Marketing Zone
/in/aricapo
/
@capogeannis
/in/rayvonnecarter
/
b2bmarketingzone.com
/
Q&A
Director - Revenue Marketing at NVIDIA