Aya Fawzy and Kim Hajec presented "ABM isn't New: How To Align Your Martech Tools to Fuel Growth " at the #FlipMyFunnel Atlanta 2016 conference

1. #FlipMyFunnel Atlanta:
ABM Isn't New- How To Align Your
Martech Tools to Fuel Growth
Kim Hajec
Head of Global Marketing
Tungsten Network

2. #FlipMyFunnel #ABM@Kimhajec
Technology has caught up
Consumer buying behavior has changed
Marketers have access to new data and insight
Sales more reliant on Marketing than ever before
Times Have Changed

3. #FlipMyFunnel #ABM
Roles of Marketing & Sales - Yesterday
@Kimhajec
Yesterday:
Collect Leads Throw Over The Wall
Tradeshows
Email Campaigns
Direct Mail
Telemarketing

4. #FlipMyFunnel #ABM
Roles of Marketing & Sales - Today
@Kimhajec
Today:
Collect, educate, nurture, sell and prep for
RFP/Close
SEM/SEO
Webinars
Social Media (LinkedIn)
Content downloads
Video Views
Events

5. #FlipMyFunnel #ABM
How To Get Off The Ground
@Kimhajec
Challenges:
 Changing the mindset of sales executives – who
have found success in the past
 Marketing is an ally not an enemy
 Not all sales reps embrace technology
 What happens when the prospect is more educated
then the sales rep
 Convincing management to invest in the tools for
success.
 Aligning with IT for implementation and ongoing
support

6. #FlipMyFunnel #ABM@Kimhajec

7. #FlipMyFunnel #ABM@Kimhajec

9. #FlipMyFunnel #ABM
Refine What Is Familiar
Website
CRM/MA
Content
SEO/SEMSEO and SEM have been around
forever, but few really get it. Tap
into an expert and clean up your
search. This area should continue to
improve and get stronger month over
month
SEO/SEM
CRM and Marketing Automation
tools are key to being able to collect,
distribute and analyze
prospects/leads/sales for marketing
decisions
CRM/MA
Create content that is meaningful to
your target audience(s). Content
creation never ends – but each piece
should have an anticipated shelf life
Content
Focus on Website a key piece of
technology that enables all other.
Good CMS, architecture, tagging,
Website
@Kimhajec

10. #FlipMyFunnel #ABM@Kimhajec
All of the Parts Were Broke or Missing
No CRM being actively used
Pardot being used as email delivery system only
IP Addresses have been abused
Website redesign project taking longer and more
costly than had planned
No SEO/SEM
Sales has little marketing support other than
tradeshows and sales collateral
Sales focused on relationship selling to fortune 1000

11. #FlipMyFunnel #ABM@Kimhajec
10 Months Later The Engine is Sound

12. #FlipMyFunnel #ABM
Try Something New
Content creation, refinement and targeting based on long tail search. Delivering the
correct message to the correct target at the time its searched!
@Kimhajec

13. #FlipMyFunnel #ABM
Try Something New
@Kimhajec

14. #FlipMyFunnel #ABM
Try Something New
@Kimhajec

15. #FlipMyFunnel #ABM
Technology focused ABM
Where do they want to find you. Each industry,
each country and each level is different. Is your
data being segmented by how your audience
wants to engage with you.
Where
When is the right time to serve up the right
content. Is it after a website visit, after a
download of a whitepaper, or maybe its before
a webinar. Understand what works and repeat.
When
Who is searching for you, what are they looking
for and are you delivering the right
message/content
Who
How do your prospects/clients like to be talked
to. Video, email, blogs, reports, research,
infographics. Is it a combination based on
where they are in each stage of their buying
cycle.
How
@Kimhajec

16. #FlipMyFunnel #ABM
Origami of Tactics & Content
One to One communications
Identify your targets
Speak their language
Topics and headlines that are
meaningful
Email
Industry related ads
Show experience in space
Understanding of challenges
Paid Search & Social
Short/Entertaining/Relevant
Video
Think quality rather than quantity
Events
There are many variations
of passages of Lorem
Ipsum available, but the
majority have suffered.Email
Video
@Kimhajec

17. #FlipMyFunnel #ABM
The Journey & Insight
May2016 June2016 July2016 Aug 2016 Sept2016 Oct 2016
• Receives & opens webinar
invite
• Receives newsletter email &
visits content hub
• Downloads e-book
• Downloads STP eBook
• Re-opens newsletter email
and visits content hub
• Receives & opens nurture
email
• Receives, opens & clicks in 2
nurture emails
• Visits multiple pages on
website around product
offerings
• Visits Tungsten Network
website
• Opens & clicks in nurture
emails
• Receives & opens email
• Visits Tungsten Network
website +5
+1 +9 +5
+5+72
@Kimhajec

18. #FlipMyFunnel #ABM
Be Flexible & Nimble
Try Something New
Some things will fail
TRACK TRACK TRACK
Continue to invest in Martech
Partner with sales
Be patient with sales
TRACK TRACK TRACK
If it doesn’t work – move on
@Kimhajec

19. #FlipMyFunnel #ABM
Thank You!
Questions?
@Kimhajec