SlideShare a Scribd company logo
Fueling Growth in
the Enterprise with
AI-Powered ABM
Senior Director Marketing Analytics
Marina Schubow
Jill – 13 years old Roscoe – 4.5 months
About BMC
$8BR&D investments
470+Patents
10,000Customers
80%+Trust BMC
500
5 YearsNamed Leader
Magic Quadrant
© Copyright 2019 BMC Software, Inc.
Agenda
Why ABM
Our Approach
Our Solution
Measuring Success
Lessons Learned
MATURITY
BUSINESSVALUE
COMPLEXITY
Basic Reporting
(Data)
Advanced
Reporting
(Interpretation)
Analytics
(Insight)
Advanced
Analytics
(Foresight)
Manage KPI Framework & Enrich
Campaign Effectiveness & Business
Health Reporting
Optimize customer experience through advanced
analytical techniques (multi-variate testing,
segmentation, propensity models, customer journey
pattern analysis…)
Story-telling: Introduce new
socialization/communication paths to drive
a Data Driven Marketing environment
Measure Marketing effectiveness through
advanced attribution techniques (multi-channel)
Design & develop Marketing Data Repository & Evolve Digital tracking capabilities
Focus for FY20:
5 Analytics Priorities
Improve customer experience thru advanced segmentation,
Measure Marketing’s impact & ROI,
Evolve story-telling & insights
BMC: Fueling Growth in the Enterprise with AI-Powered ABM
Account Based Marketing (ABM) Defined
A Team Sport
Different Types of ABM at BMC
© Copyright 2019 BMC Software, Inc.
1:1
LARGE ENTERPRISE
Highly personalized, customize global programs
for specific personas, enablement focused,
renewal / x-sell / up-sell
SCALABLE ABM
Named accounts as subsets of tiers, where a
specific region has chosen to focus; Typically
new logo focus, technology enabled, Demand
marketing / BDR led
SCALABLE ABM (NAMED)
Broader list of named accounts where
technology is needed to prioritize and automate
the right campaigns at the right time ; New logo
focus, technology enabled, Demand marketing /
BDR led
1:FEW
1:MANY
1
Three Key Pillars to Our Approach
© Copyright 2019 BMC Software, Inc.
TARGETS
TECH
EXPERIENCES
2
3
Advanced database and analytics tools combined with
integrated planning across corporate, BU marketing and sales
target the same accounts and prospects across the buyer
journey
Apply AI to track, monitor and predict buyer fit and intent to
deliver the right content at the right time to the right people in
target accounts
Always-on campaigns with consistent messaging across all
marketing channels - content and channel fit by propensity score
– not just account
Market Sizing,
Target
Accounts,
Profiles
Solutions,
Solutions
Framework/Us
e Cases, & Sales
Plays
Global
Integrated
ABM Programs
Database,
Contacts, &
Personas
Demand
Creation,
Campaigns
Content, Offers
& Tactics
Automation,
Integrations,
Campaign
Execution, and
Lead
Management
Enablement,
Tools,
Telequalificatio
n, Outbound
Prospecting
Measure,
Analyze, &
Optimize
The ABM
Demand Creation
Process
Sales + Sales Ops + Field Marketing + Marketing Analytics: Define the
addressable market and targets that fit the ideal customer profiles
Solutions Marketing + Sales +
Strategic Marketing: Define the
solutions, solutions framework/use
cases, sales plays and compelling
messaging for “go-to-market” plans.
Global Integrated ABM Team
(GIAT) + Sales + Solutions
Marketing + Central Marketing +
Demand/Field/Partner/GOSI
Marketing: Align all the resources
to support the initiative in a
comprehensive, logical and
sustained manner.
Demand/Field/Partner/GOSI/Digital/Web Marketing + Strategic Marketing
+ Solutions Marketing: Develop the strategy for creating compelling content
and offers that are relevant and valuable to drive engagement.
Marketing Ops + Marketing
Analytics: Develop strategies for
database health and enrichment,
segmentation, governance,
compliance, persona association for
desired ABM target contacts/roles.
Marketing Analytics + Mktg/Web
Ops: Measure all steps and
incorporate feedback for optimization.
Sales + Sales Ops +
Demand/Field/Partner
Marketing + Mktg Ops:
Provide the right sales tools to
the Sales Reps at the right
time and in the right format
Marketing Operations + Web Operations +
Marketing Analytics: Lead management
process, simplify, automate, and integrate
technologies to support campaign execution.
SFDC integration, lead scoring, response
management lead routing and lead nurturing
ABM Technology Stack
© Copyright 2019 BMC Software, Inc.
Marketing Automation CRM Other ABM Data
Targeting and Segmentation
Digital Marketing Execution Channels
AI | Insights | Fit + Intent + Engagement
Lattice is Our Centralized Targeting and Segmentation
Platform
LATTICE ATLAS PLATFORM
ABM Segmentation Approach
© Copyright 2019 BMC Software, Inc.© Copyright 2018 BMC Software, Inc.
Prioritized Accounts
Activity
Fit
Intent
BMC Segmentation Predictive Engine Marketing + BDR Campaigns
Personas
Campaign 1
Campaign 2
Campaign 3
Persona 1
Persona 2
Persona 3
Program
High Fit + High Intent = Much Higher Conversion
© Copyright 2019 BMC Software, Inc.
High Fit + Intent
targets convert
at 8x higher rate
Key Use-Cases
Cross-Sell Prospecting
Customer
Winback
Competitive
Replacement
Active Customer w/
BMC Licensed
Product(s)
New Product
Penetration
Never Purchased
from BMC
1st Product
Purchase
Previously active
– no current
licenses
Reactivation (new
or same product)
Has competing
solution installed
New Product
Penetration or 1st
Purchase
Customer Relationship
ManagementAre we retaining customers & creating advocates?
Pipeline
Generation/AccelerationAre we hitting DCP targets, are we attaining Closed won bookings?
Lead generation-funnel
ProgressionAre the campaigns in market driving qualified leads for Sales?
Engagement
Are we driving quality engagement with BMC content/offers?
Awareness/Reach
How are we driving consideration of BMC solutions?
ABM Measurement Framework
Goal: To measure the ABM Target accounts reach-engagement-conversion as they progress thru the BMC Customer Journey
Measurement Approach: Evaluate each ABM segment against its baseline conversion rates
Hypothesis: ABM prioritized Targets with specific Marketing/Sales treatment will convert at high rate than historical baselines
Key Metrics
Impressions (Display, Search, Social)
Email Sends
% Target Accounts Reached (Select publishers)
Social feedback (engagement rate (ie link clicks))
Messaged Visits
BMC.com Visits (new/repeat,…)
Micro-conversions (Video Views, Chats, Downloads)
Form completions
Email & Attendee engagement
Sales Activities (meetings, PG Campaigns)
% Target Accounts Engaged
Responses – Total Inquiries
MQLs attained
Sales Accepted
SQLs - > Pre-discovery Opportunities
Pipeline Generated (#, $, Deal Size)
- Demand Center Pipeline (DCP)
- Influenced Pipelined
Closed-Won Bookings
NPS
Increase Customer LTV
Serving as Advocates
BMC Communities Active Contributors
Renewals Bookings
Efficiency/ROI
Cost for Digital Activities (Display/ Paid Search)
CPM by Programs
By No Targeted vs. ABM Targeted
Cost for Engagement Activities
(Social, Email, Events)
Cost per Visitor
Cost per Form Completion
DCP per Form Completion
% MQLs out of Form Completes
% MQLs Worked by BDRs
Lead to Oppty Conversion (worked
leads to oppty creation)
DCP contribution % (25-30% goal)
Pipeline to CW Bookings Closed
CVR%
% ABM Accounts with New product
penetrated
TBD
Investment
ABM Program Readiness/
Database
Completeness
Increased
Messaging/
Reach of BMC
Capabilities
Increased Quality
Engagement
Pipeline Growth /
Portfolio
Expansion
Increase
Loyalty/
Retention
Drive
Efficiency/
Effectiveness
Large Enterprise
1:1
(Tier 1&2a select lists NA,
EMEA, LatAM)
- Completeness of
Company Profile
- Depth of Personas
- Impressions Served
- Social Media In-mails
engaged
- Event Attendance (by type
of event & persona
attended)
- Sales Meetings/ Demos
conducted/EBC
Pipeline Generation &
Influence/Closed-Won
Bookings
(Cross-Sell, Up-Sell,
Renewals)
-NPS
-Customer
Advocates
-ROI from pipeline
sourced & influenced
against program
costs
-Higher Deal Sizes
-Increased Sales
Cycle Velocity
Clustered ABM 1:
Few
(Tier 2b-4 regionally focused
i.e. Sage, Sniper)
- Depth of Personas - Emails delivered
- Impressions Served
- New contact penetration
- Event Attendance
- Bmc.com engagement
DCP & CW Bookings
(Cross-Sell)
- Renewals
- Communities
Content Creation
Scaled ABM
named
(Technology Enabled > Tier
2b-4 Demand Gen)
- Depth of Personas - Emails delivered
- Impressions Served
- MQLs sourced
- Sales Accepted CVR%
DCP & CW Bookings
(Cross-Sell) Renewals
KPIs by ABM Program
© Copyright 2019 BMC Software, Inc.
Goal: To measure the ABM Target accounts reach-engagement-conversion & efficiency as they progress thru the BMC Customer Journey
Measurement Approach: Evaluate each ABM segment against its baseline conversion rates or YoY growth rates
Hypothesis: ABM prioritized Targets with specific Marketing/Sales treatment will convert at high rate than historical baselines
Brand Perception
Analyst Advocacy
Increased Marketing
Attributed Pipeline
Generated & Booked
Increased Marketing
Contribution to
Revenue
Customer
Advocacy
NPS
High Value EngagementsContent Available
Enriched
Database
Measuring ABM Success
© Copyright 2019 BMC Software, Inc.
Segmentation profile
Database health
Marketing campaign performance
Content engagement
Lead progression
Pipeline progression
Clearly define use-cases
Build alignment early
Validate with SiriusDecisions
Prepare your 1st party data
Drive a phased approach
Lessons Learned
Q & A
To Learn More
about Lattice visit
Booth #208

More Related Content

What's hot

Growth hacking 2014 abm presentation
Growth hacking 2014 abm presentationGrowth hacking 2014 abm presentation
Growth hacking 2014 abm presentation
Mike Telem
 
Mark Phillips: General Session
Mark Phillips: General SessionMark Phillips: General Session
Mark Phillips: General Session
Demandbase
 
Content2Conversion 2016: Account-Based Marketing Personalization Boosts Sales...
Content2Conversion 2016: Account-Based Marketing Personalization Boosts Sales...Content2Conversion 2016: Account-Based Marketing Personalization Boosts Sales...
Content2Conversion 2016: Account-Based Marketing Personalization Boosts Sales...
Demandbase
 
Optimizing Your Martech Stack For An Account-Based Everything Approach
Optimizing Your Martech Stack For An Account-Based Everything ApproachOptimizing Your Martech Stack For An Account-Based Everything Approach
Optimizing Your Martech Stack For An Account-Based Everything Approach
G3 Communications
 
Oracle and IAB Discuss B2B Ad Mix
Oracle and IAB Discuss B2B Ad MixOracle and IAB Discuss B2B Ad Mix
Oracle and IAB Discuss B2B Ad Mix
Demandbase
 
#FlipMyFunnel Austin - Tim Handorf - Leveraging Customer Reviews in Your Mark...
#FlipMyFunnel Austin - Tim Handorf - Leveraging Customer Reviews in Your Mark...#FlipMyFunnel Austin - Tim Handorf - Leveraging Customer Reviews in Your Mark...
#FlipMyFunnel Austin - Tim Handorf - Leveraging Customer Reviews in Your Mark...
#FlipMyFunnel
 
How big data and psychographics are changing B2B marketing - Richard Robinson
How big data and psychographics are changing B2B marketing - Richard RobinsonHow big data and psychographics are changing B2B marketing - Richard Robinson
How big data and psychographics are changing B2B marketing - Richard Robinson
B2B Marketing Forum
 
B2B Advertising in the Digital World: The Targeted Approach to Success
B2B Advertising in the Digital World: The Targeted Approach to SuccessB2B Advertising in the Digital World: The Targeted Approach to Success
B2B Advertising in the Digital World: The Targeted Approach to Success
Demandbase
 
Strategies To Support The Consensus Sale: New Survey Data
Strategies To Support The Consensus Sale: New Survey DataStrategies To Support The Consensus Sale: New Survey Data
Strategies To Support The Consensus Sale: New Survey Data
G3 Communications
 
How to Launch a Successful #ABM Pilot, #CRMEvolution
How to Launch a Successful #ABM Pilot, #CRMEvolutionHow to Launch a Successful #ABM Pilot, #CRMEvolution
How to Launch a Successful #ABM Pilot, #CRMEvolution
Lora Kratchounova
 
The Total Economic Impact of SAP Cloud for Sales
The Total Economic Impact of SAP Cloud for SalesThe Total Economic Impact of SAP Cloud for Sales
The Total Economic Impact of SAP Cloud for Sales
SAP Customer Experience
 
CMO Panel: Shifting Priorities For B2B Brands
CMO Panel: Shifting Priorities For B2B BrandsCMO Panel: Shifting Priorities For B2B Brands
CMO Panel: Shifting Priorities For B2B Brands
G3 Communications
 
A day in the life of a modern seller webinar
A day in the life of a modern seller webinarA day in the life of a modern seller webinar
A day in the life of a modern seller webinar
Demandbase
 
#FlipMyFunnel Austin - David M. Raab - Building Your ABM Stack: Lego Blocks ...
#FlipMyFunnel Austin - David M. Raab - Building Your ABM Stack:  Lego Blocks ...#FlipMyFunnel Austin - David M. Raab - Building Your ABM Stack:  Lego Blocks ...
#FlipMyFunnel Austin - David M. Raab - Building Your ABM Stack: Lego Blocks ...
#FlipMyFunnel
 
Discover the Power of Contextual Marketing
Discover the Power of Contextual MarketingDiscover the Power of Contextual Marketing
Discover the Power of Contextual Marketing
SAP Customer Experience
 
Leveraging AI Driven Data To Fuel a New Generation of ABM Campaigns
Leveraging AI Driven Data To Fuel a New Generation of ABM CampaignsLeveraging AI Driven Data To Fuel a New Generation of ABM Campaigns
Leveraging AI Driven Data To Fuel a New Generation of ABM Campaigns
Demandbase
 
How to Do ABM at Scale (Without Killing Your Team)
How to Do ABM at Scale (Without Killing Your Team)How to Do ABM at Scale (Without Killing Your Team)
How to Do ABM at Scale (Without Killing Your Team)
Demandbase
 
"Marketing Analytics: How, Why & When"
"Marketing Analytics: How, Why & When""Marketing Analytics: How, Why & When"
"Marketing Analytics: How, Why & When"
Regalix
 
Ecommerce & Digital Marketing Strategy Presentation (No Notes) by Rick Wingender
Ecommerce & Digital Marketing Strategy Presentation (No Notes) by Rick WingenderEcommerce & Digital Marketing Strategy Presentation (No Notes) by Rick Wingender
Ecommerce & Digital Marketing Strategy Presentation (No Notes) by Rick Wingender
Rick Wingender, MBA, MS, PMP, CSPO
 
Know More, Care More, Do More: How to Listen, Learn, Engage with the Modern B...
Know More, Care More, Do More: How to Listen, Learn, Engage with the Modern B...Know More, Care More, Do More: How to Listen, Learn, Engage with the Modern B...
Know More, Care More, Do More: How to Listen, Learn, Engage with the Modern B...
Marketo
 

What's hot (20)

Growth hacking 2014 abm presentation
Growth hacking 2014 abm presentationGrowth hacking 2014 abm presentation
Growth hacking 2014 abm presentation
 
Mark Phillips: General Session
Mark Phillips: General SessionMark Phillips: General Session
Mark Phillips: General Session
 
Content2Conversion 2016: Account-Based Marketing Personalization Boosts Sales...
Content2Conversion 2016: Account-Based Marketing Personalization Boosts Sales...Content2Conversion 2016: Account-Based Marketing Personalization Boosts Sales...
Content2Conversion 2016: Account-Based Marketing Personalization Boosts Sales...
 
Optimizing Your Martech Stack For An Account-Based Everything Approach
Optimizing Your Martech Stack For An Account-Based Everything ApproachOptimizing Your Martech Stack For An Account-Based Everything Approach
Optimizing Your Martech Stack For An Account-Based Everything Approach
 
Oracle and IAB Discuss B2B Ad Mix
Oracle and IAB Discuss B2B Ad MixOracle and IAB Discuss B2B Ad Mix
Oracle and IAB Discuss B2B Ad Mix
 
#FlipMyFunnel Austin - Tim Handorf - Leveraging Customer Reviews in Your Mark...
#FlipMyFunnel Austin - Tim Handorf - Leveraging Customer Reviews in Your Mark...#FlipMyFunnel Austin - Tim Handorf - Leveraging Customer Reviews in Your Mark...
#FlipMyFunnel Austin - Tim Handorf - Leveraging Customer Reviews in Your Mark...
 
How big data and psychographics are changing B2B marketing - Richard Robinson
How big data and psychographics are changing B2B marketing - Richard RobinsonHow big data and psychographics are changing B2B marketing - Richard Robinson
How big data and psychographics are changing B2B marketing - Richard Robinson
 
B2B Advertising in the Digital World: The Targeted Approach to Success
B2B Advertising in the Digital World: The Targeted Approach to SuccessB2B Advertising in the Digital World: The Targeted Approach to Success
B2B Advertising in the Digital World: The Targeted Approach to Success
 
Strategies To Support The Consensus Sale: New Survey Data
Strategies To Support The Consensus Sale: New Survey DataStrategies To Support The Consensus Sale: New Survey Data
Strategies To Support The Consensus Sale: New Survey Data
 
How to Launch a Successful #ABM Pilot, #CRMEvolution
How to Launch a Successful #ABM Pilot, #CRMEvolutionHow to Launch a Successful #ABM Pilot, #CRMEvolution
How to Launch a Successful #ABM Pilot, #CRMEvolution
 
The Total Economic Impact of SAP Cloud for Sales
The Total Economic Impact of SAP Cloud for SalesThe Total Economic Impact of SAP Cloud for Sales
The Total Economic Impact of SAP Cloud for Sales
 
CMO Panel: Shifting Priorities For B2B Brands
CMO Panel: Shifting Priorities For B2B BrandsCMO Panel: Shifting Priorities For B2B Brands
CMO Panel: Shifting Priorities For B2B Brands
 
A day in the life of a modern seller webinar
A day in the life of a modern seller webinarA day in the life of a modern seller webinar
A day in the life of a modern seller webinar
 
#FlipMyFunnel Austin - David M. Raab - Building Your ABM Stack: Lego Blocks ...
#FlipMyFunnel Austin - David M. Raab - Building Your ABM Stack:  Lego Blocks ...#FlipMyFunnel Austin - David M. Raab - Building Your ABM Stack:  Lego Blocks ...
#FlipMyFunnel Austin - David M. Raab - Building Your ABM Stack: Lego Blocks ...
 
Discover the Power of Contextual Marketing
Discover the Power of Contextual MarketingDiscover the Power of Contextual Marketing
Discover the Power of Contextual Marketing
 
Leveraging AI Driven Data To Fuel a New Generation of ABM Campaigns
Leveraging AI Driven Data To Fuel a New Generation of ABM CampaignsLeveraging AI Driven Data To Fuel a New Generation of ABM Campaigns
Leveraging AI Driven Data To Fuel a New Generation of ABM Campaigns
 
How to Do ABM at Scale (Without Killing Your Team)
How to Do ABM at Scale (Without Killing Your Team)How to Do ABM at Scale (Without Killing Your Team)
How to Do ABM at Scale (Without Killing Your Team)
 
"Marketing Analytics: How, Why & When"
"Marketing Analytics: How, Why & When""Marketing Analytics: How, Why & When"
"Marketing Analytics: How, Why & When"
 
Ecommerce & Digital Marketing Strategy Presentation (No Notes) by Rick Wingender
Ecommerce & Digital Marketing Strategy Presentation (No Notes) by Rick WingenderEcommerce & Digital Marketing Strategy Presentation (No Notes) by Rick Wingender
Ecommerce & Digital Marketing Strategy Presentation (No Notes) by Rick Wingender
 
Know More, Care More, Do More: How to Listen, Learn, Engage with the Modern B...
Know More, Care More, Do More: How to Listen, Learn, Engage with the Modern B...Know More, Care More, Do More: How to Listen, Learn, Engage with the Modern B...
Know More, Care More, Do More: How to Listen, Learn, Engage with the Modern B...
 

Similar to BMC: Fueling Growth in the Enterprise with AI-Powered ABM

Primo CRM
Primo CRMPrimo CRM
ABM, The True Story - Rob Griffin, G5 Futures
ABM, The True Story - Rob Griffin, G5 FuturesABM, The True Story - Rob Griffin, G5 Futures
Raab B2B University Marketing Measurement
Raab B2B University Marketing MeasurementRaab B2B University Marketing Measurement
Raab B2B University Marketing Measurement
draab
 
What's Next: The Holistic Content Studio
What's Next: The Holistic Content StudioWhat's Next: The Holistic Content Studio
What's Next: The Holistic Content Studio
Ogilvy Consulting
 
Extracting Maximum Value out of Marketing Automation
Extracting Maximum Value out of Marketing AutomationExtracting Maximum Value out of Marketing Automation
Extracting Maximum Value out of Marketing Automation
edynamic
 
Digital marketing(1412)
Digital marketing(1412)Digital marketing(1412)
Digital marketing(1412)
Upasana Nigam
 
Sigma Capabilities B2 B
Sigma Capabilities  B2 BSigma Capabilities  B2 B
Sigma Capabilities B2 B
cmodze
 
Transform Your ABM Metrics from Wobbly into World-Class
Transform Your ABM Metrics from Wobbly into World-ClassTransform Your ABM Metrics from Wobbly into World-Class
Transform Your ABM Metrics from Wobbly into World-Class
Demandbase
 
Is your Marketing in sync with your sales?
Is your Marketing in sync with your sales?Is your Marketing in sync with your sales?
Is your Marketing in sync with your sales?
Riccardo Sponza
 
The Power Behind Building a Profitable Prospecting Pipeline
The Power Behind Building a Profitable Prospecting PipelineThe Power Behind Building a Profitable Prospecting Pipeline
The Power Behind Building a Profitable Prospecting Pipeline
Asad Haroon
 
New Product Strategy- Online Marketing
New Product Strategy- Online Marketing New Product Strategy- Online Marketing
New Product Strategy- Online Marketing
Manu Fotedar
 
Marketo Pro Tips to Help Take Your Marketing Ops to the Next Level [Part I]
Marketo Pro Tips to Help Take Your Marketing Ops to the Next Level [Part I] Marketo Pro Tips to Help Take Your Marketing Ops to the Next Level [Part I]
Marketo Pro Tips to Help Take Your Marketing Ops to the Next Level [Part I]
ShowMeLeads
 
Lindsey bohm 5 - PDF of LinkedIn Profile and Experience
Lindsey bohm 5 - PDF of LinkedIn Profile and ExperienceLindsey bohm 5 - PDF of LinkedIn Profile and Experience
Lindsey bohm 5 - PDF of LinkedIn Profile and Experience
lbohm
 
Ian Greenen
Ian GreenenIan Greenen
Ian Greenen
Ian Greenen
 
How To Evolve Your B2B Go-to-Market Strategy With Account-Based Experience
How To Evolve Your B2B Go-to-Market Strategy With Account-Based ExperienceHow To Evolve Your B2B Go-to-Market Strategy With Account-Based Experience
How To Evolve Your B2B Go-to-Market Strategy With Account-Based Experience
Demandbase
 
Developing an Integrated B2B Nurture Programme
Developing an Integrated B2B Nurture ProgrammeDeveloping an Integrated B2B Nurture Programme
Developing an Integrated B2B Nurture Programme
Silverpop
 
How to measure customer journey success?
How to measure customer journey success?How to measure customer journey success?
How to measure customer journey success?
B2B Marketing Forum
 
How to measure customer journey succes? | webinar spotONvision
How to measure customer journey succes? | webinar spotONvisionHow to measure customer journey succes? | webinar spotONvision
How to measure customer journey succes? | webinar spotONvision
spotONvision - B2B Marketing
 

Similar to BMC: Fueling Growth in the Enterprise with AI-Powered ABM (20)

Primo CRM
Primo CRMPrimo CRM
Primo CRM
 
ABM, The True Story - Rob Griffin, G5 Futures
ABM, The True Story - Rob Griffin, G5 FuturesABM, The True Story - Rob Griffin, G5 Futures
ABM, The True Story - Rob Griffin, G5 Futures
 
Raab B2B University Marketing Measurement
Raab B2B University Marketing MeasurementRaab B2B University Marketing Measurement
Raab B2B University Marketing Measurement
 
What's Next: The Holistic Content Studio
What's Next: The Holistic Content StudioWhat's Next: The Holistic Content Studio
What's Next: The Holistic Content Studio
 
Extracting Maximum Value out of Marketing Automation
Extracting Maximum Value out of Marketing AutomationExtracting Maximum Value out of Marketing Automation
Extracting Maximum Value out of Marketing Automation
 
Digital marketing(1412)
Digital marketing(1412)Digital marketing(1412)
Digital marketing(1412)
 
How to develop digital marketing to B2B companies - Leticia Teston
How to develop digital marketing to B2B companies - Leticia TestonHow to develop digital marketing to B2B companies - Leticia Teston
How to develop digital marketing to B2B companies - Leticia Teston
 
How to Develop Digital Marketing to B2B Companies - Leticia Teston
How to Develop Digital Marketing to B2B Companies - Leticia TestonHow to Develop Digital Marketing to B2B Companies - Leticia Teston
How to Develop Digital Marketing to B2B Companies - Leticia Teston
 
Sigma Capabilities B2 B
Sigma Capabilities  B2 BSigma Capabilities  B2 B
Sigma Capabilities B2 B
 
Transform Your ABM Metrics from Wobbly into World-Class
Transform Your ABM Metrics from Wobbly into World-ClassTransform Your ABM Metrics from Wobbly into World-Class
Transform Your ABM Metrics from Wobbly into World-Class
 
Is your Marketing in sync with your sales?
Is your Marketing in sync with your sales?Is your Marketing in sync with your sales?
Is your Marketing in sync with your sales?
 
The Power Behind Building a Profitable Prospecting Pipeline
The Power Behind Building a Profitable Prospecting PipelineThe Power Behind Building a Profitable Prospecting Pipeline
The Power Behind Building a Profitable Prospecting Pipeline
 
New Product Strategy- Online Marketing
New Product Strategy- Online Marketing New Product Strategy- Online Marketing
New Product Strategy- Online Marketing
 
Marketo Pro Tips to Help Take Your Marketing Ops to the Next Level [Part I]
Marketo Pro Tips to Help Take Your Marketing Ops to the Next Level [Part I] Marketo Pro Tips to Help Take Your Marketing Ops to the Next Level [Part I]
Marketo Pro Tips to Help Take Your Marketing Ops to the Next Level [Part I]
 
Lindsey bohm 5 - PDF of LinkedIn Profile and Experience
Lindsey bohm 5 - PDF of LinkedIn Profile and ExperienceLindsey bohm 5 - PDF of LinkedIn Profile and Experience
Lindsey bohm 5 - PDF of LinkedIn Profile and Experience
 
Ian Greenen
Ian GreenenIan Greenen
Ian Greenen
 
How To Evolve Your B2B Go-to-Market Strategy With Account-Based Experience
How To Evolve Your B2B Go-to-Market Strategy With Account-Based ExperienceHow To Evolve Your B2B Go-to-Market Strategy With Account-Based Experience
How To Evolve Your B2B Go-to-Market Strategy With Account-Based Experience
 
Developing an Integrated B2B Nurture Programme
Developing an Integrated B2B Nurture ProgrammeDeveloping an Integrated B2B Nurture Programme
Developing an Integrated B2B Nurture Programme
 
How to measure customer journey success?
How to measure customer journey success?How to measure customer journey success?
How to measure customer journey success?
 
How to measure customer journey succes? | webinar spotONvision
How to measure customer journey succes? | webinar spotONvisionHow to measure customer journey succes? | webinar spotONvision
How to measure customer journey succes? | webinar spotONvision
 

More from Lattice Engines

Accelerate Revenue with a Customer Data Platform
Accelerate Revenue with a Customer Data PlatformAccelerate Revenue with a Customer Data Platform
Accelerate Revenue with a Customer Data Platform
Lattice Engines
 
Scaling ABM for AI Growth
Scaling ABM for AI GrowthScaling ABM for AI Growth
Scaling ABM for AI Growth
Lattice Engines
 
Drive Revenue Success with Scalable, Omni-Channel ABM Programs - Masergy x La...
Drive Revenue Success with Scalable, Omni-Channel ABM Programs - Masergy x La...Drive Revenue Success with Scalable, Omni-Channel ABM Programs - Masergy x La...
Drive Revenue Success with Scalable, Omni-Channel ABM Programs - Masergy x La...
Lattice Engines
 
Hack the Journey: Use AI and Data to Accelerate ABM
Hack the Journey: Use AI and Data to Accelerate ABMHack the Journey: Use AI and Data to Accelerate ABM
Hack the Journey: Use AI and Data to Accelerate ABM
Lattice Engines
 
Plays for Revenue Success
Plays for Revenue Success Plays for Revenue Success
Plays for Revenue Success
Lattice Engines
 
Why ABM & Predictive Are B2B Marketing's 2017 Power Couple
Why ABM & Predictive Are B2B Marketing's 2017 Power CoupleWhy ABM & Predictive Are B2B Marketing's 2017 Power Couple
Why ABM & Predictive Are B2B Marketing's 2017 Power Couple
Lattice Engines
 
Building Alignment for Predictive Marketing Success
Building Alignment for Predictive Marketing Success Building Alignment for Predictive Marketing Success
Building Alignment for Predictive Marketing Success
Lattice Engines
 
Data-driven Marketing and Sales 2016 Predictions - Lattice Engines
Data-driven Marketing and Sales 2016 Predictions - Lattice EnginesData-driven Marketing and Sales 2016 Predictions - Lattice Engines
Data-driven Marketing and Sales 2016 Predictions - Lattice Engines
Lattice Engines
 
Views You Can Use - How to Maximize and Measure Video's Impact throughout the...
Views You Can Use - How to Maximize and Measure Video's Impact throughout the...Views You Can Use - How to Maximize and Measure Video's Impact throughout the...
Views You Can Use - How to Maximize and Measure Video's Impact throughout the...
Lattice Engines
 
Identifying Growth Opportunities in 2015
Identifying Growth Opportunities in 2015Identifying Growth Opportunities in 2015
Identifying Growth Opportunities in 2015
Lattice Engines
 
Data-Driven Marketing And Sales Predictions 2015 - Lattice Engines
Data-Driven Marketing And Sales Predictions 2015 - Lattice Engines Data-Driven Marketing And Sales Predictions 2015 - Lattice Engines
Data-Driven Marketing And Sales Predictions 2015 - Lattice Engines
Lattice Engines
 
Optimizing Engagement with Persona-Based Marketing - Inbound 2014
Optimizing Engagement with Persona-Based Marketing - Inbound 2014Optimizing Engagement with Persona-Based Marketing - Inbound 2014
Optimizing Engagement with Persona-Based Marketing - Inbound 2014
Lattice Engines
 
You Have a Predictive Lead Score. Now What? | Best Practices from Lattice
You Have a Predictive Lead Score. Now What? | Best Practices from LatticeYou Have a Predictive Lead Score. Now What? | Best Practices from Lattice
You Have a Predictive Lead Score. Now What? | Best Practices from Lattice
Lattice Engines
 
Predictive Marketing 101 - Lattice Engines Predictability
Predictive Marketing 101 - Lattice Engines Predictability Predictive Marketing 101 - Lattice Engines Predictability
Predictive Marketing 101 - Lattice Engines Predictability
Lattice Engines
 
Marketing Cartoons from Lattice
Marketing Cartoons from LatticeMarketing Cartoons from Lattice
Marketing Cartoons from Lattice
Lattice Engines
 
Turbo-Charge Your Lead Engine with Predictive Lead Scoring #MKTGnation14
Turbo-Charge Your Lead Engine with Predictive Lead Scoring #MKTGnation14Turbo-Charge Your Lead Engine with Predictive Lead Scoring #MKTGnation14
Turbo-Charge Your Lead Engine with Predictive Lead Scoring #MKTGnation14
Lattice Engines
 
Data-Driven Marketing And Sales Predictions 2014 - Lattice Engines
Data-Driven Marketing And Sales Predictions 2014 - Lattice EnginesData-Driven Marketing And Sales Predictions 2014 - Lattice Engines
Data-Driven Marketing And Sales Predictions 2014 - Lattice Engines
Lattice Engines
 
Benchmarking Marketing Automation: Lead Scoring and Segmentation
Benchmarking Marketing Automation: Lead Scoring and SegmentationBenchmarking Marketing Automation: Lead Scoring and Segmentation
Benchmarking Marketing Automation: Lead Scoring and Segmentation
Lattice Engines
 
Influencer Marketing: How To Incorporate Influencers Into Content Marketing
Influencer Marketing: How To Incorporate Influencers Into Content MarketingInfluencer Marketing: How To Incorporate Influencers Into Content Marketing
Influencer Marketing: How To Incorporate Influencers Into Content Marketing
Lattice Engines
 
Grow Revenue with Big Data
Grow Revenue with Big DataGrow Revenue with Big Data
Grow Revenue with Big Data
Lattice Engines
 

More from Lattice Engines (20)

Accelerate Revenue with a Customer Data Platform
Accelerate Revenue with a Customer Data PlatformAccelerate Revenue with a Customer Data Platform
Accelerate Revenue with a Customer Data Platform
 
Scaling ABM for AI Growth
Scaling ABM for AI GrowthScaling ABM for AI Growth
Scaling ABM for AI Growth
 
Drive Revenue Success with Scalable, Omni-Channel ABM Programs - Masergy x La...
Drive Revenue Success with Scalable, Omni-Channel ABM Programs - Masergy x La...Drive Revenue Success with Scalable, Omni-Channel ABM Programs - Masergy x La...
Drive Revenue Success with Scalable, Omni-Channel ABM Programs - Masergy x La...
 
Hack the Journey: Use AI and Data to Accelerate ABM
Hack the Journey: Use AI and Data to Accelerate ABMHack the Journey: Use AI and Data to Accelerate ABM
Hack the Journey: Use AI and Data to Accelerate ABM
 
Plays for Revenue Success
Plays for Revenue Success Plays for Revenue Success
Plays for Revenue Success
 
Why ABM & Predictive Are B2B Marketing's 2017 Power Couple
Why ABM & Predictive Are B2B Marketing's 2017 Power CoupleWhy ABM & Predictive Are B2B Marketing's 2017 Power Couple
Why ABM & Predictive Are B2B Marketing's 2017 Power Couple
 
Building Alignment for Predictive Marketing Success
Building Alignment for Predictive Marketing Success Building Alignment for Predictive Marketing Success
Building Alignment for Predictive Marketing Success
 
Data-driven Marketing and Sales 2016 Predictions - Lattice Engines
Data-driven Marketing and Sales 2016 Predictions - Lattice EnginesData-driven Marketing and Sales 2016 Predictions - Lattice Engines
Data-driven Marketing and Sales 2016 Predictions - Lattice Engines
 
Views You Can Use - How to Maximize and Measure Video's Impact throughout the...
Views You Can Use - How to Maximize and Measure Video's Impact throughout the...Views You Can Use - How to Maximize and Measure Video's Impact throughout the...
Views You Can Use - How to Maximize and Measure Video's Impact throughout the...
 
Identifying Growth Opportunities in 2015
Identifying Growth Opportunities in 2015Identifying Growth Opportunities in 2015
Identifying Growth Opportunities in 2015
 
Data-Driven Marketing And Sales Predictions 2015 - Lattice Engines
Data-Driven Marketing And Sales Predictions 2015 - Lattice Engines Data-Driven Marketing And Sales Predictions 2015 - Lattice Engines
Data-Driven Marketing And Sales Predictions 2015 - Lattice Engines
 
Optimizing Engagement with Persona-Based Marketing - Inbound 2014
Optimizing Engagement with Persona-Based Marketing - Inbound 2014Optimizing Engagement with Persona-Based Marketing - Inbound 2014
Optimizing Engagement with Persona-Based Marketing - Inbound 2014
 
You Have a Predictive Lead Score. Now What? | Best Practices from Lattice
You Have a Predictive Lead Score. Now What? | Best Practices from LatticeYou Have a Predictive Lead Score. Now What? | Best Practices from Lattice
You Have a Predictive Lead Score. Now What? | Best Practices from Lattice
 
Predictive Marketing 101 - Lattice Engines Predictability
Predictive Marketing 101 - Lattice Engines Predictability Predictive Marketing 101 - Lattice Engines Predictability
Predictive Marketing 101 - Lattice Engines Predictability
 
Marketing Cartoons from Lattice
Marketing Cartoons from LatticeMarketing Cartoons from Lattice
Marketing Cartoons from Lattice
 
Turbo-Charge Your Lead Engine with Predictive Lead Scoring #MKTGnation14
Turbo-Charge Your Lead Engine with Predictive Lead Scoring #MKTGnation14Turbo-Charge Your Lead Engine with Predictive Lead Scoring #MKTGnation14
Turbo-Charge Your Lead Engine with Predictive Lead Scoring #MKTGnation14
 
Data-Driven Marketing And Sales Predictions 2014 - Lattice Engines
Data-Driven Marketing And Sales Predictions 2014 - Lattice EnginesData-Driven Marketing And Sales Predictions 2014 - Lattice Engines
Data-Driven Marketing And Sales Predictions 2014 - Lattice Engines
 
Benchmarking Marketing Automation: Lead Scoring and Segmentation
Benchmarking Marketing Automation: Lead Scoring and SegmentationBenchmarking Marketing Automation: Lead Scoring and Segmentation
Benchmarking Marketing Automation: Lead Scoring and Segmentation
 
Influencer Marketing: How To Incorporate Influencers Into Content Marketing
Influencer Marketing: How To Incorporate Influencers Into Content MarketingInfluencer Marketing: How To Incorporate Influencers Into Content Marketing
Influencer Marketing: How To Incorporate Influencers Into Content Marketing
 
Grow Revenue with Big Data
Grow Revenue with Big DataGrow Revenue with Big Data
Grow Revenue with Big Data
 

Recently uploaded

1704373070-KIM_-_ITI_ELSS_Tax_Saver_Fund.pdf
1704373070-KIM_-_ITI_ELSS_Tax_Saver_Fund.pdf1704373070-KIM_-_ITI_ELSS_Tax_Saver_Fund.pdf
1704373070-KIM_-_ITI_ELSS_Tax_Saver_Fund.pdf
Kaushal445159
 
Content Optimization Master Class - Matt Raven
Content Optimization Master Class - Matt RavenContent Optimization Master Class - Matt Raven
How Can German Auto Repair Shops Benefit From Digital Marketing
How Can German Auto Repair Shops Benefit From Digital MarketingHow Can German Auto Repair Shops Benefit From Digital Marketing
How Can German Auto Repair Shops Benefit From Digital Marketing
German Repair Shop Marketing
 
Digital Marketing Manager Job Role Jobss
Digital Marketing Manager Job Role JobssDigital Marketing Manager Job Role Jobss
Digital Marketing Manager Job Role Jobss
Landge Sachin Kumar
 
The Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led CompaniesThe Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led Companies
Bethan Vincent
 
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
VWO
 
Digital Marketing Trends, Experts Insights on How to Gain a Competitive Edge ...
Digital Marketing Trends, Experts Insights on How to Gain a Competitive Edge ...Digital Marketing Trends, Experts Insights on How to Gain a Competitive Edge ...
Digital Marketing Trends, Experts Insights on How to Gain a Competitive Edge ...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.
raqibmifysolutions
 
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and JharkhandShravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
suyogkulkarni39
 
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf
Top Klickz
 
Factsheet pdf
Factsheet                            pdfFactsheet                            pdf
Factsheet pdf
Kaushal445159
 
Unlocking Deliverability with Marketo Engage
Unlocking Deliverability with Marketo EngageUnlocking Deliverability with Marketo Engage
Unlocking Deliverability with Marketo Engage
GNW Consulting
 
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Eastern Online-iSURVEY
 
"Bhaktimay Hanuman: Embodiment of Devotion and Strength"
"Bhaktimay Hanuman: Embodiment of Devotion and Strength""Bhaktimay Hanuman: Embodiment of Devotion and Strength"
"Bhaktimay Hanuman: Embodiment of Devotion and Strength"
iamnavigato
 
Introduction-to-Social-Marketing-2024Trendy Mktg
Introduction-to-Social-Marketing-2024Trendy MktgIntroduction-to-Social-Marketing-2024Trendy Mktg
Introduction-to-Social-Marketing-2024Trendy Mktg
puneetmonga971720526
 
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
mjenkins13
 
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdfTAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
Social Samosa
 
Brand Repositioning & Communication Presentation
Brand Repositioning & Communication PresentationBrand Repositioning & Communication Presentation
Brand Repositioning & Communication Presentation
Rajesh Math
 
Do's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to JournalistsDo's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to Journalists
Aggregage
 

Recently uploaded (20)

1704373070-KIM_-_ITI_ELSS_Tax_Saver_Fund.pdf
1704373070-KIM_-_ITI_ELSS_Tax_Saver_Fund.pdf1704373070-KIM_-_ITI_ELSS_Tax_Saver_Fund.pdf
1704373070-KIM_-_ITI_ELSS_Tax_Saver_Fund.pdf
 
Content Optimization Master Class - Matt Raven
Content Optimization Master Class - Matt RavenContent Optimization Master Class - Matt Raven
Content Optimization Master Class - Matt Raven
 
How Can German Auto Repair Shops Benefit From Digital Marketing
How Can German Auto Repair Shops Benefit From Digital MarketingHow Can German Auto Repair Shops Benefit From Digital Marketing
How Can German Auto Repair Shops Benefit From Digital Marketing
 
Digital Marketing Manager Job Role Jobss
Digital Marketing Manager Job Role JobssDigital Marketing Manager Job Role Jobss
Digital Marketing Manager Job Role Jobss
 
The Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led CompaniesThe Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led Companies
 
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
 
Digital Marketing Trends, Experts Insights on How to Gain a Competitive Edge ...
Digital Marketing Trends, Experts Insights on How to Gain a Competitive Edge ...Digital Marketing Trends, Experts Insights on How to Gain a Competitive Edge ...
Digital Marketing Trends, Experts Insights on How to Gain a Competitive Edge ...
 
Social Media and Personal Branding - Bob Cargill
Social Media and Personal Branding - Bob CargillSocial Media and Personal Branding - Bob Cargill
Social Media and Personal Branding - Bob Cargill
 
Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.
 
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and JharkhandShravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
 
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdf
 
Factsheet pdf
Factsheet                            pdfFactsheet                            pdf
Factsheet pdf
 
Unlocking Deliverability with Marketo Engage
Unlocking Deliverability with Marketo EngageUnlocking Deliverability with Marketo Engage
Unlocking Deliverability with Marketo Engage
 
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
 
"Bhaktimay Hanuman: Embodiment of Devotion and Strength"
"Bhaktimay Hanuman: Embodiment of Devotion and Strength""Bhaktimay Hanuman: Embodiment of Devotion and Strength"
"Bhaktimay Hanuman: Embodiment of Devotion and Strength"
 
Introduction-to-Social-Marketing-2024Trendy Mktg
Introduction-to-Social-Marketing-2024Trendy MktgIntroduction-to-Social-Marketing-2024Trendy Mktg
Introduction-to-Social-Marketing-2024Trendy Mktg
 
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
 
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdfTAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
 
Brand Repositioning & Communication Presentation
Brand Repositioning & Communication PresentationBrand Repositioning & Communication Presentation
Brand Repositioning & Communication Presentation
 
Do's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to JournalistsDo's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to Journalists
 

BMC: Fueling Growth in the Enterprise with AI-Powered ABM

  • 1. Fueling Growth in the Enterprise with AI-Powered ABM Senior Director Marketing Analytics Marina Schubow
  • 2. Jill – 13 years old Roscoe – 4.5 months
  • 3. About BMC $8BR&D investments 470+Patents 10,000Customers 80%+Trust BMC 500 5 YearsNamed Leader Magic Quadrant
  • 4. © Copyright 2019 BMC Software, Inc. Agenda Why ABM Our Approach Our Solution Measuring Success Lessons Learned
  • 5. MATURITY BUSINESSVALUE COMPLEXITY Basic Reporting (Data) Advanced Reporting (Interpretation) Analytics (Insight) Advanced Analytics (Foresight) Manage KPI Framework & Enrich Campaign Effectiveness & Business Health Reporting Optimize customer experience through advanced analytical techniques (multi-variate testing, segmentation, propensity models, customer journey pattern analysis…) Story-telling: Introduce new socialization/communication paths to drive a Data Driven Marketing environment Measure Marketing effectiveness through advanced attribution techniques (multi-channel) Design & develop Marketing Data Repository & Evolve Digital tracking capabilities Focus for FY20: 5 Analytics Priorities Improve customer experience thru advanced segmentation, Measure Marketing’s impact & ROI, Evolve story-telling & insights
  • 7. Account Based Marketing (ABM) Defined A Team Sport
  • 8. Different Types of ABM at BMC © Copyright 2019 BMC Software, Inc. 1:1 LARGE ENTERPRISE Highly personalized, customize global programs for specific personas, enablement focused, renewal / x-sell / up-sell SCALABLE ABM Named accounts as subsets of tiers, where a specific region has chosen to focus; Typically new logo focus, technology enabled, Demand marketing / BDR led SCALABLE ABM (NAMED) Broader list of named accounts where technology is needed to prioritize and automate the right campaigns at the right time ; New logo focus, technology enabled, Demand marketing / BDR led 1:FEW 1:MANY
  • 9. 1 Three Key Pillars to Our Approach © Copyright 2019 BMC Software, Inc. TARGETS TECH EXPERIENCES 2 3 Advanced database and analytics tools combined with integrated planning across corporate, BU marketing and sales target the same accounts and prospects across the buyer journey Apply AI to track, monitor and predict buyer fit and intent to deliver the right content at the right time to the right people in target accounts Always-on campaigns with consistent messaging across all marketing channels - content and channel fit by propensity score – not just account
  • 10. Market Sizing, Target Accounts, Profiles Solutions, Solutions Framework/Us e Cases, & Sales Plays Global Integrated ABM Programs Database, Contacts, & Personas Demand Creation, Campaigns Content, Offers & Tactics Automation, Integrations, Campaign Execution, and Lead Management Enablement, Tools, Telequalificatio n, Outbound Prospecting Measure, Analyze, & Optimize The ABM Demand Creation Process Sales + Sales Ops + Field Marketing + Marketing Analytics: Define the addressable market and targets that fit the ideal customer profiles Solutions Marketing + Sales + Strategic Marketing: Define the solutions, solutions framework/use cases, sales plays and compelling messaging for “go-to-market” plans. Global Integrated ABM Team (GIAT) + Sales + Solutions Marketing + Central Marketing + Demand/Field/Partner/GOSI Marketing: Align all the resources to support the initiative in a comprehensive, logical and sustained manner. Demand/Field/Partner/GOSI/Digital/Web Marketing + Strategic Marketing + Solutions Marketing: Develop the strategy for creating compelling content and offers that are relevant and valuable to drive engagement. Marketing Ops + Marketing Analytics: Develop strategies for database health and enrichment, segmentation, governance, compliance, persona association for desired ABM target contacts/roles. Marketing Analytics + Mktg/Web Ops: Measure all steps and incorporate feedback for optimization. Sales + Sales Ops + Demand/Field/Partner Marketing + Mktg Ops: Provide the right sales tools to the Sales Reps at the right time and in the right format Marketing Operations + Web Operations + Marketing Analytics: Lead management process, simplify, automate, and integrate technologies to support campaign execution. SFDC integration, lead scoring, response management lead routing and lead nurturing
  • 11. ABM Technology Stack © Copyright 2019 BMC Software, Inc. Marketing Automation CRM Other ABM Data Targeting and Segmentation Digital Marketing Execution Channels AI | Insights | Fit + Intent + Engagement
  • 12. Lattice is Our Centralized Targeting and Segmentation Platform LATTICE ATLAS PLATFORM
  • 13. ABM Segmentation Approach © Copyright 2019 BMC Software, Inc.© Copyright 2018 BMC Software, Inc. Prioritized Accounts Activity Fit Intent BMC Segmentation Predictive Engine Marketing + BDR Campaigns Personas Campaign 1 Campaign 2 Campaign 3 Persona 1 Persona 2 Persona 3 Program
  • 14. High Fit + High Intent = Much Higher Conversion © Copyright 2019 BMC Software, Inc. High Fit + Intent targets convert at 8x higher rate
  • 15. Key Use-Cases Cross-Sell Prospecting Customer Winback Competitive Replacement Active Customer w/ BMC Licensed Product(s) New Product Penetration Never Purchased from BMC 1st Product Purchase Previously active – no current licenses Reactivation (new or same product) Has competing solution installed New Product Penetration or 1st Purchase
  • 16. Customer Relationship ManagementAre we retaining customers & creating advocates? Pipeline Generation/AccelerationAre we hitting DCP targets, are we attaining Closed won bookings? Lead generation-funnel ProgressionAre the campaigns in market driving qualified leads for Sales? Engagement Are we driving quality engagement with BMC content/offers? Awareness/Reach How are we driving consideration of BMC solutions? ABM Measurement Framework Goal: To measure the ABM Target accounts reach-engagement-conversion as they progress thru the BMC Customer Journey Measurement Approach: Evaluate each ABM segment against its baseline conversion rates Hypothesis: ABM prioritized Targets with specific Marketing/Sales treatment will convert at high rate than historical baselines Key Metrics Impressions (Display, Search, Social) Email Sends % Target Accounts Reached (Select publishers) Social feedback (engagement rate (ie link clicks)) Messaged Visits BMC.com Visits (new/repeat,…) Micro-conversions (Video Views, Chats, Downloads) Form completions Email & Attendee engagement Sales Activities (meetings, PG Campaigns) % Target Accounts Engaged Responses – Total Inquiries MQLs attained Sales Accepted SQLs - > Pre-discovery Opportunities Pipeline Generated (#, $, Deal Size) - Demand Center Pipeline (DCP) - Influenced Pipelined Closed-Won Bookings NPS Increase Customer LTV Serving as Advocates BMC Communities Active Contributors Renewals Bookings Efficiency/ROI Cost for Digital Activities (Display/ Paid Search) CPM by Programs By No Targeted vs. ABM Targeted Cost for Engagement Activities (Social, Email, Events) Cost per Visitor Cost per Form Completion DCP per Form Completion % MQLs out of Form Completes % MQLs Worked by BDRs Lead to Oppty Conversion (worked leads to oppty creation) DCP contribution % (25-30% goal) Pipeline to CW Bookings Closed CVR% % ABM Accounts with New product penetrated TBD Investment
  • 17. ABM Program Readiness/ Database Completeness Increased Messaging/ Reach of BMC Capabilities Increased Quality Engagement Pipeline Growth / Portfolio Expansion Increase Loyalty/ Retention Drive Efficiency/ Effectiveness Large Enterprise 1:1 (Tier 1&2a select lists NA, EMEA, LatAM) - Completeness of Company Profile - Depth of Personas - Impressions Served - Social Media In-mails engaged - Event Attendance (by type of event & persona attended) - Sales Meetings/ Demos conducted/EBC Pipeline Generation & Influence/Closed-Won Bookings (Cross-Sell, Up-Sell, Renewals) -NPS -Customer Advocates -ROI from pipeline sourced & influenced against program costs -Higher Deal Sizes -Increased Sales Cycle Velocity Clustered ABM 1: Few (Tier 2b-4 regionally focused i.e. Sage, Sniper) - Depth of Personas - Emails delivered - Impressions Served - New contact penetration - Event Attendance - Bmc.com engagement DCP & CW Bookings (Cross-Sell) - Renewals - Communities Content Creation Scaled ABM named (Technology Enabled > Tier 2b-4 Demand Gen) - Depth of Personas - Emails delivered - Impressions Served - MQLs sourced - Sales Accepted CVR% DCP & CW Bookings (Cross-Sell) Renewals KPIs by ABM Program © Copyright 2019 BMC Software, Inc. Goal: To measure the ABM Target accounts reach-engagement-conversion & efficiency as they progress thru the BMC Customer Journey Measurement Approach: Evaluate each ABM segment against its baseline conversion rates or YoY growth rates Hypothesis: ABM prioritized Targets with specific Marketing/Sales treatment will convert at high rate than historical baselines Brand Perception Analyst Advocacy Increased Marketing Attributed Pipeline Generated & Booked Increased Marketing Contribution to Revenue Customer Advocacy NPS High Value EngagementsContent Available Enriched Database
  • 18. Measuring ABM Success © Copyright 2019 BMC Software, Inc. Segmentation profile Database health Marketing campaign performance Content engagement Lead progression Pipeline progression
  • 19. Clearly define use-cases Build alignment early Validate with SiriusDecisions Prepare your 1st party data Drive a phased approach Lessons Learned
  • 20. Q & A To Learn More about Lattice visit Booth #208

Editor's Notes

  1. Mature Dog vs. Puppy Analogy to moving transformative stages, change mgmt., analytics maturity, moving from Demand to ABM) My journey at BMC is a bit like my home life – we went from having a well trained behaved 13 year old Golden Jill To starting something transformational but with a lot of upside potential – with our new puppy Roscoe
  2. Who is BMC Intro – Jill vs. Roscoe (Mature Dog vs. Puppy Analogy to moving transformative stages, change mgmt., analytics maturity, moving from Demand to ABM) My Journey around analytics maturity
  3. Maintain critical baseline performance reporting for MSP & MIP & Web performance (BMC.com, communities, blogs, …) Jan17 – Launched new SFDC Campaign Reporting using new Full Circle response mgmt. (in review with Matt & team) Designed new Campaign Insights deck by Product Line & Hosting Interlocks
  4. While we started as the base using our BMC Tier Segmentation We then layered a Best in Class AI Solution for creating Prioritized Segments using Fit and Intent with Lattice Engines Real quick – Lattice is an ABM platform that blends 1st & 3rd party data – processes it thur AI engine to create Segments that can be used for Ominchannel campaigns,(Email, display, Website, sales plays)
  5. To review a few points from our last discussion as context for our ABM segmentation development 1 – We start wit FY20 GTM BMC Tier Segmentation 2 – We then layered on our Predictive Engines – which is Fit/Intent/Engagement I will share a bit more detail on how we define high Fit and High Intent 3 – then we are going to create these segments that we will deploying across our campaigns for integrated multi-channel touches
  6. When we built out our segmentation we anchored our approach on 3 types of use cases – Discuss how Competitive replace is an overlay on top of the 1st 3 However currently our content does not differentiate against these 3 customer types – so we can creating combined Solution/Product segments – but in the future we can different by customer lifecycle High Fit Multiple Products >> Good BMC Customer Profile Winback
  7. Integration points with Territory Ninja Tool and Around Sales & Marketing Engagement