Dgr madison logic-webinar-9-18-16-finaldeck-fv
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Register for this webinar with Madison Logic to learn how to become an ABM pro in 3 steps! View the full webinar here: http://ow.ly/7kdn306d7cL
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Dgr madison logic-webinar-9-18-16-finaldeck-fv
- 3. #ABMSuccess About Demand Gen Report @DG_Report http://linkd.in/DG_Specialists • Tracking strategies and solutions in lead generation and marketing automation technology since 2007 • Daily news and analysis, special reports, original research and live events • E-Newsletter reaches 40,000 readers • Additional resources: DemandGenReport.com
- 4. #ABMSuccess Questions, Tweets, & Resources Submit your questions here Download today’s resources Join the conversation #ABMSuccess
- 6. 3 Critical Steps to Account Based Marketing Success September 8, 2016
- 7. BUILDING AN ACCOUNT LIST
- 8. Optimize Track, Report and Respond Brand Search Engine Marketing § Organic § Paid § Online PR/Linking Online Media § Sponsorships § Banner Campaigns § Product Listings § Email/RSS Feeds § White Paper Syndication Social Media § Social Networks § Content Channels § Blogs Drive Call Centers Webinars/ Trade Shows Site Network Main and Mini Sites Landing Pages Data Capture Applications and Incentives Capture Sales Materials Database Marketing Automation/Nurture CRM/Lead Database Telemarketing eAlerts Social/Viral Direct Mail Sales Team Convert
- 9. Overdrive Account Based Marketing (ABM) Target Audience Development •Interviews, Research •SalesForce, House List •ZoomInfo, Syndicated Data •Target Audience Segmentation •Nurture Track Development Media Planning & Buying •IP & Company Name Targeting •Marketing Automation Cookie Targeting •Named ABM Contact Retargeting •Custom Audience Email Targeting •Direct Mail Campaigns Nurture & Marketing Automation •High Value Offer & Content Development •Email Drip/Nurture Campaigns •Triggered Events, Adaptive Web Content •Triggered Direct Mail, Clutter Busters, Events •Sales Team Alerts, Social Connections, Outbound Call Scripts Measurement & Optimization •Metrics Definition, Lead Scoring •Dashboard Design •New ABM Leads, Cookied Leads •ABM Lead Engagement, Pipeline Influence •Sales, Revenue, ROI Reporting & Optimization Result: Segmented Target List & Plan of Attack A target list of contacts who can actually make or influence buying decisions related to you product and a plan for nurture track development. Result: Targeted Reach & Frequency A steady-state media campaign that keeps your ads, offers and brand in front of a highly targeted audience of ABM contacts. Result: Targeted Engagement & Escalation Highly targeted email and content, relevant website experiences, target account engagement, timely sales efforts and lead escalation. Result: Measurable ROI & Ongoing Improvement Highly targeted email, relevant website experiences, increased target account engagement, timely sales efforts and lead escalation.
- 10. Scaling Up and Segmentation Target Audience Development •Interviews, Research •SalesForce, House List •ZoomInfo, Syndicated Data •Target Audience Segmentation •Nurture Track Development Result: Segmented Target List & Plan of Attack A target list of contacts who can actually make or influence buying decisions related to you product and a plan for nurture track development.
- 11. ABM/Flip My Funnel Dilemma • Tiny group of companies and people at the narrowest end of the sales funnel • It’s their “flipped funnel” or “the companies we are working on right now” ABM According to Sales ABM According to Marketing § All the companies and people you want to do business with now and in the future § The total universe of companies and prospects who could actually buy your products
- 12. PUT THE “MARKETING” IN ABM Create a Scalable ABM Universe Companies Decision Makers Influencers
- 13. ABM LIST DEVELOPMENT (Local Tech B2B) § States: CT, MA, NH, RI § Company Revenue: $50 Million+ § Industries: B2B Technology § Titles: Marketing
- 14. REVERSE IP LOOKUP / ID INTENDERS
- 15. THE PROBLEM WITH A LEGACY ACCOUNT LIST A STATIC SNAPSHOT OF THE MARKETPLACE
- 17. Prioritize Your Account list Your Existing Account List Supplement Your Account List
- 19. • Larger Committees, More Diverse CHALLENGES Consensus sale means engaging diverse audiences at varying stages of the buying cycle at the same time. • There are more accounts interested in products than are identified in your target account list. • You need to reach more people at more companies using a multitude of tactics.
- 20. MARKETING ECOSYSTEM DATACHANNEL VIDEO INTENT DATA INSTALL BASE CROSS DEVICE PREDICTIVE 3rd PARTY 1st PARTY VIDEO NATIVE CONTENTSOCIALPROGRAMMATIC DIRECT PUBLISHERS
- 21. ACTIVATE DATA ACROSS CHANNELS DATA DRIVEN, GLOBAL PLATFORM FOR ABM Unify Multiple Data Sources Activate across many media channels Leverage account level engagement and attribution INTENT DATA INSTALL BASE CROSS DEVICE PREDICTIVE 3rd PARTY 1st PARTY DATACHANNEL VIDEO NATIVE CONTENTSOCIAL PROGRAMMATIC DIRECT PUBLISHERS
- 22. CAMPAIGNS Tracked by marketing objectives PROGRAMS Tracked by business objectives vs. SHORT-LIVED ALWAYS ON
- 23. ALWAYS ON WITH ACTIVATE ABMTM Create awareness and demand with the accounts through all stages of the buying cycle COVERAGE Increase effectiveness with predictive algorithms as they learn and adapt CONTINUAL IMPROVEMENT Keep your funnel filled to fuel your marketing and sales resources 24/7 SCALE
- 24. Media Planning & Buying •IP & Company Name Targeting •Marketing Automation Cookie Targeting •Named ABM Contact Retargeting •Custom Audience Email Targeting •Direct Mail Campaigns Result: Targeted Reach & Frequency A steady-state media campaign that keeps your ads, offers and brand in front of a highly targeted audience of ABM contacts. ABM MEDIA PLANNING AND BUYING
- 25. ABM MEDIA TARGETING Company IP IP + Intent Custom Audience ABM Cookie Named Lead Marketing Automation Cookies
- 26. UNIVERSE OF OPPORTUNITY Account Based Marketing Targeting Tactics Email matching, retargeting, lookalike modeling, CRM data, company/IP targeting, behavioral targeting, 3rd party audience data, demographic, geo, social behavior, contextual, keywords
- 28. RETARGETING BRAND EMBRACE Build an ABM Cookie Pool
- 29. REMARKETING ABM NURTURE CAMPAIGN VIA DISPLAY
- 32. Measurement & Optimization •Metrics Definition, Lead Scoring •Dashboard Design •New ABM Leads, Cookied Leads •ABM Lead Engagement, Pipeline Influence •Sales, Revenue, ROI Reporting & Optimization Result: Measurable ROI & Ongoing Improvement Highly targeted email, relevant website experiences, increased target account engagement, timely sales efforts and lead escalation. ABM REPORTING AND OPTIMIZATION
- 33. GOOGLE ANALYTICS ABM REPORT
- 34. • DATE RANGE: January 1, 2015-July 31, 2015 • NEW ABM CONTACTS 16,322 • ABM COOKIE POOL: 48,749 • ABM ENGAGEMENTS: 9,886 • PIPELINE INFLUENCE: $145,800,000 Companies identified through reverse IP lookup REFERRING SITES ABM Engagement Report
- 35. § Staying in front of the right people § Driving targeted site visits § Driving qualified leads § Encouraging content consumption § Lead score and sales escalation § Contact and dialogue § Increases sales ABM & NURTURING IS NOT JUST ABOUT NEW LEADS: It’s About Increasing Targeted Engagement
- 36. THE ALPHABET SOUP OF METRICS
- 37. ACCOUNT-BASED MEASUREMENT FOR EVERY TACTIC
- 38. THE METRICS THAT MATTER TO YOUR CEO: PIPELINE & REVENUE
- 39. CLICKS SALES PERFORMANCE MEASUREMENT TACTICS SALES OPPORTUNITIES WEBSITE VISITORS DATA TARGETING VERIFICATION Who became a Sales opportunity after engaging with your campaign? What target audience did your campaign reach? Who visited your website after engaging with your campaign? What was the lift in targeted traffic? VALUE ATTRIBUTION Indicator for distribution and scale BE AWARE OF: Mistaken clicks, high fraud rate, multiple clicks by same users
- 41. #ABMSuccess Thank you for attending View this webinar on-demand at: http://dg-r.co/ABMSuccess