Building an Inbound and Multi-channel ABM Demand Generation Engine
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Presentation from #FlipMyFunnel's account-based marketing roadshow in San Francisco
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Building an Inbound and Multi-channel ABM Demand Generation Engine
- 1. Building an Inbound and Multi-channel ABM Demand Generation Engine Ken Wincko SVP, Marketing PR Newswire @kenwincko Adam Needles Chief Strategy Officer ANNUITAS @abneedles
- 3. PR Newswire has a very diverse client base Global by Geography U.S. by Type of Organiza6on 30k+ Global Customers 58% 18% 16% 6% 2% 18k+ U.S. Customers Latin Am. EMEA U.S. Asia Canada 34% 29% 27% 7% 3% Public Agency Private Other Nonprofit Revenue © 2015 PR Newswire Association LLC. All Rights Reserved @kenwincko @abneedles
- 4. In a market with rapidly changing needs Source: 2016 Edelman Trust Barometer @kenwincko @abneedles
- 5. And some legacy challenges Manual, interrup?ve campaigns Siloed channels Poor data @kenwincko @abneedles
- 6. 6 Which ‘flipped’ our approach to driving demand Demand Process Transforma6on • Buying-‐process alignment • Content • Engagement channels • Inbound orienta9on • Lead-‐to-‐revenue process context • Behavioral qualifica9on • Sales / marke9ng organiza9on re-‐alignment • Sales enablement 2.0 • NPV / ROI / CLV focus • Change management Source: ANNUITAS Demand Process Methodology
- 7. To ac?vate a buyer-‐led interac?on cycle *Source: Forrester, "Predictions 2016: B2B Marketing's New Mission," November 2015. “By a factor of three to one, B2B buyers want to self-‐educate versus talk to sales representa9ves to learn about products and services*.” @kenwincko @abneedles© 2015 PR Newswire Association LLC. All Rights Reserved
- 8. Built on a scalable Demand Process infrastructure Content Organiza?onal Alignment Marke?ng Technology Lead Management Process Mul?-‐channel Promo?on Data and Analy?cs ANNUITAS Demand Process Source: ANNUITAS Demand Process Methodology @kenwincko @abneedles© 2015 PR Newswire Association LLC. All Rights Reserved
- 9. 9 Built on a scalable Demand Process infrastructure Content Organiza?onal Alignment Marke?ng Technology Lead Management Process Mul?-‐channel Promo?on Data and Analy?cs ANNUITAS Demand Process Source: ANNUITAS Demand Process Methodology @kenwincko @abneedles© 2015 PR Newswire Association LLC. All Rights Reserved
- 10. Iden?fying key segments and personas DATA & ANALYTIC S Growth Segment Example Growth Stage Bou9que EXECUTIVES PRACTITIONERS EXECUTIVES GENERALISTS PRINCIPALS SUPERVISORS OPERATIONS COMPANIES AGENCIES PERSONAS PR Marketing @kenwincko @abneedles© 2015 PR Newswire Association LLC. All Rights Reserved
- 11. 11 Iden?fying key segments and personas DATA & ANALYTIC S Growth Segment Example Growth Stage Bou9que EXECUTIVES PRACTITIONERS EXECUTIVES GENERALISTS PRINCIPALS SUPERVISORS OPERATIONS COMPANIES AGENCIES PERSONAS PRINCIPALS Bou9que AGENCIES © 2015 PR Newswire Association LLC. All Rights Reserved
- 12. Crea?ng content mapped to buyer journeys ContentOffers Bou?que Agency Principal Example Core Needs Strategic Priority SeRng the Context Solu6on Implica6on Trigger Catalyst © 2015 PR Newswire Association LLC. All Rights Reserved @kenwincko @abneedles
- 13. 13 Built on a scalable Demand Process infrastructure Content Organiza?onal Alignment Marke?ng Technology Lead Management Process Mul?-‐channel Promo?on Data and Analy?cs ANNUITAS Demand Process Source: ANNUITAS Demand Process Methodology @kenwincko @abneedles© 2015 PR Newswire Association LLC. All Rights Reserved
- 14. Developing an end-‐to-‐end architecture DATA & ANALYTIC S © 2015 PR Newswire Association LLC. All Rights Reserved
- 15. Con?nually op?mized through analy?cs DATA & ANALYTIC S © 2015 PR Newswire Association LLC. All Rights Reserved Content Offer Elas?city by Engagement Channel @kenwincko @abneedles
- 16. And a focus on data hygiene 48% of people in the database were duplicates or unusable. ! @kenwincko @abneedles© 2015 PR Newswire Association LLC. All Rights Reserved
- 17. 17 Built on a scalable Demand Process infrastructure Content Organiza?onal Alignment Marke?ng Technology Lead Management Process Mul?-‐channel Promo?on Data and Analy?cs ANNUITAS Demand Process Source: ANNUITAS Demand Process Methodology @kenwincko @abneedles© 2015 PR Newswire Association LLC. All Rights Reserved
- 18. Progressively profiling buyers and rou?ng to sales PROSPECT ENGAGED QUALIFIED ENGAGED QUALIFIED LEAD WARM HOT PURSUE SECURE CLOSED WON Lead Qualifica9on Stages (Marke9ng) Pipeline Stages (Sales) IDENTIFY (0%) DEVELOP (20%) PURSUE 50% (90%) CLOSED (100% -‐ 0%) SECURE © 2015 PR Newswire Association LLC. All Rights Reserved
- 19. 19 Progressively profiling buyers and rou?ng to sales PROSPECT ENGAGED QUALIFIED ENGAGED QUALIFIED LEAD WARM HOT PURSUE SECURE CLOSED WON Lead Qualifica9on Stages (Marke9ng) Pipeline Stages (Sales) IDENTIFY (0%) DEVELOP (20%) PURSUE 50% (90%) CLOSED (100% -‐ 0%) SECURE © 2015 PR Newswire Association LLC. All Rights Reserved QUALIFIED LEAD WARM HOT DEVELOP (20%) © 2015 PR Newswire Association LLC. All Rights Reserved
- 20. Examples of progressive elements by stage What are you objectives? (multi-select list) • Media coverage • Compliance/Disclosure • Content Marketing Distribution • Website Traffic • Search Engine Ranking • Reach an International Audience • Demand Generation • Other (with free text option) Free Text: • Phone number Pick List: • List country options Pick List: • List state and province options When is your next release or campaign? Pick List: • Within 48 hours • 1-4 weeks • 1-2 months • 3+ months • No planned releases REQUIRED PHONE NUMBER GOALS COUNTRY STATE/ PROVIDENCE TIMELINE What is the best time to reach you? Pick List: • Early morning (8-10 AM EST) • Late morning (10-12 PM EST) • Mid-day (12-1 PM EST) • Early afternoon (1-2 PM EST) • Late afternoon (3-5 PM EST) Free Text: • Phone number Do you have budget for PR/content/ disclosure initiatives? Pick List: • Yes • No When is your next release or campaign? Pick List: • Within 48 hours • 1-4 weeks • 1-2 months • 3+ months • No planned releases REQUIRED PHONE NUMBER TIME TO CALL BUDGET SEND A RELEASE QL Warm – Lead Score: 600 Points QL Hot – Lead Score: 1200 Points KEY: Required field Optional field @kenwincko @abneedles © 2015 PR Newswire Association LLC. All Rights Reserved
- 21. 21 Built on a scalable Demand Process infrastructure Content Organiza?onal Alignment Marke?ng Technology Lead Management Process Mul?-‐channel Promo?on Data and Analy?cs ANNUITAS Demand Process Source: ANNUITAS Demand Process Methodology @kenwincko @abneedles© 2015 PR Newswire Association LLC. All Rights Reserved
- 22. Coordina?ng custom interac?ons across channels PAID Banner Ads 3P Events 3P Events Paid Search EARNED PR Pickup Social Shares Blog Posts Speaking Invites OWNED Website Mobile App Blog PRN Events PAID Banner Ads 3P Events 3P Events Paid Search EARNED PR Pickup Social Shares Blog Posts Speaking Invites OWNED Website Mobile App Blog PRN Events DYNAMIC LANDING PAGES Content Offer A Content Offer B Content Offer C Buyer A Buyer B Buyer A Buyer B © 2015 PR Newswire Association LLC. All Rights Reserved @kenwincko @abneedles
- 23. Through mul?channel coordinated promo?on © 2015 PR Newswire Association LLC. All Rights Reserved @kenwincko @abneedles
- 24. 24 Built on a scalable Demand Process infrastructure Content Organiza?onal Alignment Marke?ng Technology Lead Management Process Mul?-‐channel Promo?on Data and Analy?cs ANNUITAS Demand Process Source: ANNUITAS Demand Process Methodology @kenwincko @abneedles© 2015 PR Newswire Association LLC. All Rights Reserved
- 25. DATA & ANALYTIC S © 2015 PR Newswire Association LLC. All Rights Reserved Managing channels based on impact @kenwincko @abneedles
- 26. And a con?nuously op?mized content strategy © 2015 PR Newswire Association LLC. All Rights Reserved26 @kenwincko @abneedles
- 27. Built on a scalable Demand Process infrastructure Content Organiza?onal Alignment Marke?ng Technology Lead Management Process Mul?-‐channel Promo?on Data and Analy?cs ANNUITAS Demand Process Source: ANNUITAS Demand Process Methodology © 2015 PR Newswire Association LLC. All Rights Reserved
- 28. It’s all about buyer-‐led interac?ons July 30 – 12:19 PM Organic search referral and downloads offer July 30 – 2:19 PM Browsed knowledge center and downloaded a second offer July 31 –2:14 PM Aeended on-‐demand webinar Sept. 3 – 11:30 AM Engaged with nurture email Sept. 3 – 11:45 AM Routed to the Marke?ng Lead Qualifica?on team Nov. 11 Sale closed with Strategic Sales team $10,500 1-‐yr Contract +100 pts.+50 pts. +150 pts. +25 pts. Qualified Closed Large Agency Principal Example @kenwincko @abneedles
- 29. Results +20% lii in qualified leads Drove an incremental 1% to the topline Shortened the sales cycle by over 1/3 @kenwincko @abneedles
- 30. DATA & ANALYTIC S Key Takeaways Become buyer-‐obsessed Think big -‐ start small – move fast Coordinate channel interac9ons Move beyond tradi9onal analy9cs @kenwincko @abneedles
- 31. Thank You! learn more at: prnewswire.com/knowledge-center Ken Wincko SVP, Marketing PR Newswire @kenwincko Adam Needles Chief Strategy Officer ANNUITAS @abneedles