EverString Account Based Marketing Plays
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This document discusses account-based marketing strategies and provides guidance on implementation. It recommends identifying target accounts, segmenting them into tiers based on factors like annual contract value and revenue potential. Insights about each account are then used to develop customized content and messaging. Campaigns are run to increase engagement with target accounts and decision-makers through various channels. The results are then measured and used to refine marketing plays and accelerate the sales process.
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EverString Account Based Marketing Plays
- 1. ©2015 EverString Account Based Marketing Jessica Cross, EverString :: December 2015
- 2. ©2015 EverString How to: Account Based Marketing Audience Selection to identify accounts Three tiers 2 Insights Messages Run Plays Measurement of Engagement Activation Acceleration Who What How Measure
- 3. ©2015 EverString How to: Account Based Marketing 3 Who What How Measure Predictive Marketing starts with Audience Selection The process of using data to identify your target accounts Model your best customer and derive targets from all accounts in the world D D D D D D D D D D D D D C D C D C C C C D C C D C C C C D C C D C D C A A A A A B B B
- 4. ©2015 EverString How to: Account Based Marketing 4 Segments Accounts ACV Revenue Potential ABM BUDGET (x10) Tier 1 10 $500,000 $1,500,000 $150,000 Tier 2 100 $100,000 $3,000,000 $300,000 Tier 3 1000 $50,000 $5,000,000 $500,000 Tier accounts by account persona in order to promote focus and budget spend Who What How Measure
- 5. ©2015 EverString How to: Account Based Marketing 5 Account Research & Information Use a specialized SDR to research &complete the signal list and identify individuals Who What How Measure Run a mini- marketing organization around each account to develop account persona and explicit content Messaging Account Personas Create a persona for the account to drive message Data Preparation Map leads to accounts Improve data quality
- 6. ©2015 EverString How to: Account Based Marketing 6 Who What How Measure Segments Awareness Interest Evaluation Selection Top 500 Accounts Branded door opener Customer Case Study Customer Referral Lunch and Learn Marketo Users Blog Post Marketo Integration Webinar Predictive Marketing Evaluation Guide Marketo Summit Eloqua Users Blog Post Eloqua Integration Webinars Predictive Marketing Evaluation Guide Modern Marketing Experience Create/Specialize content Rework existing content or create net new
- 7. ©2015 EverString How to: Account Based Marketing 7 Who What How Measure Develop and run explicit plays Identify Decision Maker Invite to Micro Event SDR Call w/ALL Email Nurturing Physical Mailer Identify Influencers Targeted Display Postcard Email Nurturing SDR Call w/ ENGAGED Influencers: Decision Maker:
- 8. ©2015 EverString How to: Account Based Marketing 8 Who What How Measure ABM Reporting is a sub of your current reporting framework
- 9. ©2015 EverString EverString Target Account Marketing Approach 1. Identify Target Accounts 2. Identify Decisions Makers 3. Clean Account and Lead/Contact Data 4. Create Content 5. Select Channels 6. Run Campaigns 7. Review results and repeat steps
- 10. ©2015 EverString EverString Target Account Marketing Approach 1. Identify Target Accounts (EverString) 2. Identify Decisions Makers (EverString) 3. Clean Account and Lead/Contact Data (CRM Fusion/LeanData) 4. Create Content (Dayna, PFL, UberFlip) 5. Program Execution (Marketo, PFL, Vidyard, UberFlip) 6. Review results and repeat steps 4-5
- 11. ©2015 EverString Mini Results Star Wars Movie Premier Invite to Key Accounts 92 meetings booked $137,000 in open opps Spent $3,500 Key Planning Points SDRs are part of your campaign LOTS of coordination with Sales 11
Editor's Notes
- The title slide should be used as background for your opening conversation. During this beginning conversation you should establish a few things in order to gauge the conversation and determine focus throughout your presentation/discussion. Being effective here will open up the remainder of your meeting to be conversational. Intro EverString Use this time to let them know we are a start up in the emerging predictive marketing space. We are well funded with over 70 employees and dozens of customers. The point here is to validate that we are viable and reliable company. Perform some discovery There are two key characteristics that you need to identify in this initial conversation, the maturity of the marketing organization and the volumes they are dealing with. Some great questions to ask include: What are the typical volumes of incoming leads are you seeing every month? Can you also help me understand the nature of your opportunities? How big is your ASP and what is the average deal cycle length? The reason I ask these questions is they are typical indicators for success of Predictive Marketing. We often see a significant decrease in deal cycle and higher ASP after an implementation and would love to get a baseline so we can help you determine your success metric.
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