The EU's new General Data Privacy Regulation (GDPR) has created waves of uncertainty among B2B marketers working to understand its implications for marketing – and sales – outreach. And, GDPR is just the tip of the iceberg; data privacy regulations continue to expand and evolve worldwide. If you aren't affected by GDPR, you'll probably still need to make some changes. The good news? These stricter regulations encourage better demand gen practices and increase opportunities for marketers to play bigger roles in driving revenue. Sales will certainly need marketing's help to engage decision-makers from their top target accounts. View this presentation to learn how Plex is executing an "all-in" account-based revenue strategy – and why this will make their transition to full GDPR compliance a breeze.

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Housekeeping

3. Permission-Based
Marketing is Better
Marketing
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4. The New Normal

6. How does ABM change in a
GDPR World?
1. Business value alignment
2. Target the entire decision
making team – it’s larger than
you think
3. Get real – get personal
4. Think like your prospect
5. Cold data is dead data

7. • “Right to Be Forgotten”
• Data portability
You got ‘em, now keep ‘em

8. Plex’s Full-Funnel Approach
to Account-Based Revenue
Amy Horgan | Director, Integrated Marketing Programs
Plex
linkedin.com/in/amyhorgan/
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9. What Is ABR To Me?
▪ Focus and alignment
▪ Elimination of waste
▪ The new normal for marketing (and sales)
▪ Data driven!
▪ Requires discipline and measurement
▪ Constantly evolving with your market

10. ▪ Marketing contribution
▪ MQLs
▪ Inbound marketing
▪ Emails, lists
▪ Buyers
Along Comes “ABM” – New Expectations
➔ New revenue, expansion
➔ Account leads
➔ Outbound, high-touch
➔ Multi-channel
➔ Buying committees

11. ▪ What’s your total available market (TAM)?
▪ Who’s your ideal customer profile (ICP)?
▪ What’s your business model?
▪ What’s your average selling price?
Is Your Org Ready For An
Account-Based Strategy?

12. ABR at Plex

13. “All in” with ABR at Plex
▪ A coordinated effort including Strategy, Sales,
Marketing and Product organizations
▪ Supported at the executive level
▪ Reviewed on a schedule
▪ Target account list
▪ MQL criteria
▪ Conversions to pipeline
▪ 100% driver of marketing program investment for
demand through the entire waterfall
▪ Has resulted in:
▪ Best revenue growth year ever 2017 (26%)
▪ 65% Marketing contribution to pipeline
▪ Increased pipeline to close rate by double digits

14. How we measure success
• KPI on Executive Dashboard
• Target Account Visitation on
Plex.com
• Waterfall Progressions
– Engagements
– Inquiries
– SAL’s
– Pipeline Creation
– Bookings

16. New Year, New Challenges

17. Sharpening Focus
CHALLENGE:
Shift in investment strategy means a decrease in marketing program
spend
How can we make more with less?

18. 2018 ABM Goal
Automate as much as possible across the buyer’s journey to allow focused
attention on more specific targets.
• 80/20 rule applied to all target accounts
– Leverage industry-level/persona content for 80% programs
– Work with sales to determine focal accounts within the list (20%)
• Create content and programs specifically for these focal accounts
• Place more resources on the accounts we jointly deem as most critical/best
fit with a better chance of conversion
• Tight coordination between Marketing, BDT, and AEs

19. New Approach: Increased Focus
within the Target Account List
• AE/BDR Program
– ENT 7 accounts/rep target
– SMB 15 accounts/rep target
• 3 month cycle
Focus on specific persona at a given time
Integrated programs, Marketing, BDRs and AEs
– BDRs will find as many new and verified
contacts from the focused titles
– BDRs will try to gain important information
during the outreach process
– Contacts will be entered into a 19 touch
program, lasting 45 days

20. What we had to do to plan all of this
Marketing/BDRs had to:
• Align with Sales on goals
• Spend a lot more time on
research and outbound focus on
key accounts
• Directly communicate progress
with Sales
• Work with together on assets and
message
Sales had to:
• Decide where to focus energy
• More deeply segment priority
accounts
• Increase involvement with BDRs
• Be more prescriptive/thoughtful
about each account approach

21. Technology enables strategy

22. Integrate’s Account-Based Demand Gen
Solution At Work For Plex
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23. Engagios’s ABM Platform At Work for Plex
• Finding immediate insights through Engagio’s Dashboard:
– Most engaged people (last week)
– Most engaged accounts (last week + 12 weeks trailing)
• Understanding different stages of Engagement through MQA Funnel View:
– Accounts that are totally cold
– Accounts that are warm, on the verge of being hot
– Accounts that are hot and should move into pipeline
• Focusing on specific engagements through Engagement Tab:
– Want to see Roadshow regs? Webinar regs?
– Only want to see customers over a certain size?
– Focusing a blitz on a specific geography
– Certain product or solution to focus on
Engagement by Global Ultimate Parent

24. • Increased focus will create increased conversions
• The more personal the message, the better the engagement
• You can do ABR at scale AND/OR as a focused program
• Has resulted in:
– Best revenue growth year ever 2017 (26%)
– Up to 70% Marketing contribution to pipeline
– Increased pipeline to close rate by double digits
• List gets smaller every year as we get smarter
• Constant alignment with Sales is critical
Key Takeaways

25. ABM Principles Align with
GDPR Requirements
Charm Bianchini | Head of Global Demand Generation
Engagio
@CharmBianchini
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26. The GDPR aims to strengthen the rights of data
subjects within the European Union (EU) and
European Economic Area (EEA) with regard to
how their personal data is used and how it’s
protected
GDPR Recap

27. A strategic approach that coordinates
personalized marketing and sales efforts to
land and expand high-value accounts
Account Based Marketing

28. • Be customer centric
– Define your ICP and select the right companies to target
– Conduct research to understand your audience
– Create relevant content for buyers
• Align Sales and Marketing for coordinated outreach
• Build lifelong relationships
– Increase awareness and engagement with a multi-channel approach
• Test and measure success
Key ABM Principles

29. Similarities:
• Companies: Target the ones that make business sense
• Customer centric: Personalize content and make it relevant
• Establish Relationships: Be transparent and relevant to your audience
At the end of the day, it’s all about earning their trust and delivering value
The GDPR and ABM

30. Benefits for Both

31. 3 Steps to Get Started

32. Publish content for targeted audiences
• Understand the customer’s pain points
• Develop messaging that resonates
• Engage the buying center
• Use different pieces of content throughout the sales cycle
1.Offer Value

33. Content For Each ABM Style

34. Examples of Content
Personalized
eBooks
Instructional
Playbooks
Actionable
Worksheets

35. Popular types of ABM marketing programs
• Account Research: Build out target company profiles
• Email marketing: Make sure you have opt-in and can prove it
• Direct mail: Does not require an opt-in, but need to offer an opt-out
• Content Syndication: 3rd party must be in compliance and get opt-in
• Field events: Collect business cards and get them to opt-in at event
2. Run Marketing Programs

36. • Marketing automation
• Email mining software
• Account Based Marketing platform
• Demand orchestration software
3. Utilize Technology

37. • Be more data-driven
– Review data collection and data management policies
– Clean up customer data
• Improve the way we market
– Personalize throughout the lifecycle
– Create content of value
• Build deep relationships with customers
– Understand and respect preferences
– Enhance the customer experience
Why I Am Excited