Dgr lls16 radius-final_deck

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Take Back Control of Your Funnel
with an ABM Strategy
SPONSORED BY:

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Demand Gen Report: @DG_Report
Carol Krol: @carolkrol
Radius: @radius
Shari Johnston: @shariajohnston

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From TOFU to MOFU to BOFU to Close
www3.demandgenreport.com/lls16

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About Demand Gen Report
• Tracking strategies and solutions in lead
generation and marketing technology
since 2007
• Daily news and analysis, special reports,
original research and live events
• Newsletter reaches 40,000 readers
• Additional resources at:
demandgenreport.com/resources
@DG_Report
http://linkd.in/DG_Specialists

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Panelists
MODERATOR:
Carol Krol
Editor-In-Chief
Demand Gen Report
Shari Johnston
VP of Demand Marketing
Radius
@shariajohnston

Take Back Control of your Funnel with
ABM
#RevenueDriv
Shari Johnston, SVP
Marketing

© RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.
Agenda
○ How ABM will accelerate your funnel
○ Radius ABM Story
o Operationalize for ABM
o ABM programs
o ABM metrics to measure

○ Marketers are increasingly turning to ABM
◆ To align with the way sales has always sold, by account
◆ Focus their marketing resources on those accounts most likely to convert
◆ A more customized marketing approach to stand out from the noise
◆ Lead volume is not producing revenue
○ What marketers want:
◆ Use data science to prioritize Accounts for their ABM strategy
◆ Reach those targeted accounts with a customized and personalized approach using key
account attributes
ABM Approach

© RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.#RevenueDriver
The 80/20 Rule
20% of the prospects are responsible for 80% of sales

Radius ABM Story
“Marketing and Sales jointly go to market to attract, engage and convert
the accounts most likely to be our next customers.”

Operationalizing ABM

Target Account Selection
Leveraging data science to provide insights to
your target account list.

#RevenueDriv
Predictive Driven
Account Selection
A Target
Account List
Aligning with sales
for account selection
ABM - Maturity of Account Selection
Leveraging Data
insights
Account Insights and Account Prioritization
Using Predictive To identify which Accounts are Most
Likely To Convert

Radius ABM Stack:
End-to-end cloud
platforms that
connect data &
machine-
learning with rich
customer
experiences.

#RevenueDriv
"In fact, the relationship is so obvious that it almost
seems unnecessary to lay it out: predictive vendors
help marketers find accounts to target; ABM helps
marketers reach target accounts.”
—David Raab, Raab Associates

Account 1 Account 2 Account 3
Industry: Finance Finance Insurance
Location: San Francisco, CA San Francisco, CA San Francisco, CA
Employees: 250-500 250-500 250-500
Revenue: $50M to $100M $50M to $100M $50M to $100M
Success Rate 8% 8% 4%
Business Graph Impact on ABM

Account 1 Account 2 Account 3
Industry: Finance Finance Insurance
Location: San Francisco, CA San Francisco, CA San Francisco, CA
Employees: 250-500 250-500 250-500
Revenue: $50M to $100M $50M to $100M $50M to $100M
Using CRM Yes No Yes
Using MAT Yes No Yes
(Events) New CMO Yes No Yes
Success Rate 22% 4% 17%
New Accounts 300 Accounts 250 Accounts 125 Accounts
Existing Accounts 40 Accounts 50 Accounts 35 Accounts
Business Graph Impact on ABM

Radius ABM Program Snapshot

ABM GTM - Territory Management

ABM Programs

Multi-Channel ABM Programs
• Social Targeting
• Display Advertising
• Content Syndication
• Sponsored Event
• Field Events
• Outbound Campaigns

ABM Programs Planning
Marketing
Planning
Demand
Generation
Field
Marketing
Database
Campaigns
Sales Team
Presentations
Review
Programs
Brainstorm
Additions
Align Account
Focus
Final Plan
Additional
Territory
Activities
Monthly
Review
Analysis
Program
Execution
Recommended
Edits
-4 weeks
End of 1st
and 2nd
Months
-2 weeks
Quarter
Start

Account-Based Advertising Campaign
● 132 target accounts
● Ads delivered only to
people at these companies
● Creative is personalized to
the company
● 33% increase in account
engagement in 1 month

Facebook Ad fueled by network data
● Targeting Tier A and B companies
● 360k+ contacts found using network
data (avg 180/company)
● Contacts increasing using intent data to
add to the list dynamically
Initial Results 6/22-7/1:
● 7,435 people reached
● 15 clicks
● $166 spent

Target Account Programs
○ Utilize Radius to identify target account lists
for marketing and sales GTM strategy
◆ Leverage Radius segmentation to
uncover target accounts within your CRM
and from the Radius Business Graph
• Create segments by territory of top
Accounts based off of key account
attributes
• Export the records and upload as
new accounts in our CRM by territory
Example: Target accounts using Key
Technology=Marketo

→ Slack Integration: Target accounts with inbound
lead activity are sent to a Slack channel #abm_alert
ABM GTM - Acting on ABM #abm_alert Slack Channel

Marketing Driven Programs
ABM Driven Programs
Campaign led based on strategy–news,
thought leadership, etc.–and identifying top
accounts to pursue.
Starts with segmenting Target Accounts
and building programs that will influence
them.

Marketing Driven - Webinar
Webinar
Registrati
on
Email
3rd Party
Sponsored Email
Social
Display Ads /
Sponsored Posts
ABM
Alerts
Tier A & B
Accounts
Key
Contacts
Custom
Sales
Touch to
A/B
A/B Attended
A/B No Show
Registered
Attended
Registered No
Show
Focus Metrics
20% registrants
from A/B

“Thanks for reaching out. That's a very personalized touchpoint, I'm impressed :)” – LinkedIn
“Thanks for reaching out….How would you clearly measure marketing ROI for a new technology solution?
That has been one key piece lately that has slowed down our decision process at Cradlepoint.”
“Thanks for the outreach. Yep, I bet your system had us pegged…numerous people at our company are
actively looking at Predictive Intelligence platforms.” - Brainshark
“First time a vendor reached out before the session–nice!” - Booker

Goal:
20% of POS/Payments tier A/B
accounts registered
What industry has a lot of Tier A & B
Accounts w/o Opportunities?
○ A: 24 Accounts > 4 early
stage leads
○ B: 192 Accounts > 89 early
stage leads
○ C: 56 Accounts > 23 early
stage leads
ABM Driven - Webinar

ABM Driven - Webinar
Webinar
Registrati
on
Email
3rd Party Email &
Ads
Social (Post in
Groups)
Display Ads /
Sponsored Posts
ABM
Alerts
Tier A & B
Accounts
Salesforce
List
Custom
Sales
Touch to
A/B
A/B Attended
Cadence
A/B No Show
Cadence
Registered
Attended
Registered No
Show
Sales Cadence
to A/B

ABM Metrics we Measure

Operational Metrics We Measure
● Coverage of target persona contacts on our ABM Accounts
● Target Accounts
● Increase in Funnel Velocity
● Improvements in Average Sales Price
● Improved Close Rates

Radius selected the official ABM Alliance Predictive Technology:
Upcoming in 2016...
➔ Best Practice Guides & Research
➔ Online Workshops & Webinars
➔ Roadshows
➔ Integrations!
Goal of the ABM Alliance is to help
marketers master account-based-
everything.

#LLS16
Q&A / Panelists
MODERATOR:
Carol Krol
Editor-In-Chief
Demand Gen Report
Shari Johnston
VP of Demand Marketing
Radius
@shariajohnston

#LLS16
Thank You For Attending
Register for more sessions now thru July 27th!
Please Join Our Next Session Today at 2PM ET / 11AM PT
www3.demandgenreport.com/lls16

Dgr lls16 radius-final_deck

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