#FlipMyFunnel Atlanta 2016 - Jason Jue - Personalize The B2B Customer Journey To Boost Demand
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Jason Jue presented "Personalize The B2B Customer Journey To Boost Demand" at the #FlipMyFunnel Atlanta 2016 conference
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#FlipMyFunnel Atlanta 2016 - Jason Jue - Personalize The B2B Customer Journey To Boost Demand
- 1. © Triblio Inc. All Rights Reserved. Not for Distribution ABM Web Campaigns Personalize B2B Journey
- 2. About Me
- 3. 3 ABM platform to increase demand
- 4. Account Based Marketing What have you heard about when to use ABM?
- 5. Outbound What have you heard about ABM Big Deals Named Accounts Inbound Small Deals Leads / Funnel
- 6. Account Based Marketing Will Debunk ABM Misconceptions
- 7. #1 ABM Misconception Outbound Only • Sales calls & emails • Ads
- 8. #1 ABM Truth Outbound • Sales calls & emails • Ads Inbound • Web • Search &
- 9. #2 ABM Misconception Enterprise Only
- 10. #2 ABM Truth: All Businesses Enterprise Small Business &
- 11. #3 ABM Misconception Named Accounts
- 12. #3 ABM Truth Named Accounts Demand &
- 13. Low Marketing Impact Nurture to Qualify Sales Op Close, Onboard, Upsell Lead Capture 90%* of Leads Stall *SiriusDecisions 2%* of Leads Close
- 14. Account Based Marketing Traditional Lead Funnel Issues 1. Email Centric 2. Leads Ignore Stakeholders
- 15. http://blogs.forrester.com/lori_wizdo/15-05-25-myth_busting_101_insights_intothe_b2b_buyer_journey “74% of business buyers conduct more than 50% of their [B2B] research online.” 50%+ Journey is Online
- 16. 1 Corporate Executive Board 2016 – Winning The Consensus Purchase 6.8 stakeholders for the average B2B purchase Champion Manager Business leader Direct report Cross- functional partner Peer Journey Involves…
- 17. Nurture to Qualify Sales Op Close, Onboard, Upsell Lead Capture Focus on Target Accounts Account Based Marketing Personalized multichannel nurturing
- 18. Mary-Manager (known) Traditional Nurturing Website Landing Page
- 19. Account Based Marketing ABM Platforms Recognize Unknown Visitors By Account
- 20. Recognize and target unknown visitor stakeholders Brad-Peer What’s Different with ABM Website Landing Page Joe-IT
- 21. Mary-Manager Joe-IT Brad-Peer Multi-channel account nurturing Website Landing Page
- 22. Nurture to Qualify Sales Op Close, Onboard, Upsell Lead Capture Focus on Target Accounts ABM Demand Results Across Funnel Personalized multichannel nurturing
- 23. Unknown inbound visitors view dynamic CTA Not Targeted Professional Services Education 1.24% Conversion Rate 1.64% CR (+ 32%) 2.55% CR (+ 105%) Digium: ABM Increased Inquiries
- 25. BoardEffect: Pre ABM SEM Landing Page Same Web Page for All 2.1% Demo Rate
- 26. BoardEffect: Multichannel Nurturing SEM Landing Page 25% increase in demos Dynamic Web Page by Search Term & Industry
- 27. DLT: 2016 Markie Finalist ABM Campaign Data for personalization: Eloqua segments + visitor behavior + IP Receive web CTAs to speak to cybersecurity expert Customized Eloqua landing page by topic and org type Came to Site Inbound Outbound: ABM Ad Account segment specific home page
- 28. Content Hubs with Contact Sales CTA • Assigned CTA • Content based on interest • Account segment specific
- 29. Plex: Increases leads to SDRs • Use GA or ABM platform reporting • Add unknown visitor behavior • Data match using multiple 3rd party & 1st party CRM & MAP • Track accounts and known and unknown visitor behavior
- 30. 3 ABM platform Missing conversions? Get free account profile of unknown visitors. shawn@triblio.com
Editor's Notes
- If not, I want to share an account based marketing case study that can improve demand gen in weeks. At triblio-we are one of several ABM platforms. we reach and convert in ads and web.
- Unlike lead generation, account based marketing - It is a strategic approach that influences stakeholders only in the target accounts.
- Unlike lead generation, account based marketing - It is a strategic approach that influences stakeholders only in the target accounts.
- How many of you are responsible for lead generation? You are familiar with the standard lead generation funnel. designed to capture email inquiries, nurture them with email campaigns to a MQL, and then pass it over to sales. Despite the best practices of marketing, 90% of leads stall, and only 2% become a win.
- Unlike lead generation, account based marketing - It is a strategic approach that influences stakeholders only in the target accounts.
- At any given part of the buyer journey, most stakeholders are conducting half their research online. They are spending more time online than talking to sales. Most are reluctant to submit their email address to you. They are researching on your web. Forrester also said that the most influential vehicle throughout the buyer journey is your website.
- According to CEB, the average B2B purchase decision requires 6.8 stakeholders. This is up from 5.4 2 years ago. Lead generation campaigns are not ideal for engaging stakeholders in target accounts. They are ideal for capturing and nurturing leads and optimizing specific marketing channels.
- For marketers, ABM focuses first on identifying target accounts. Common target accounts groups are firmagraphics, location, rep territory, product need, company size, named accounts. Then, marketers must engage stakeholders in target accounts with a consistent contact strategy and messaging across sales, customer success, and every marketing channel. Unlike lead generation where most of the marketing activity occurs before a sales team gets engaged and is often for acquisition, account based marketing works hand-in-hand with customer success and sales. Marketing using digital channels, like web, email, social, and ads, marketers can reach and engage tens of thousands more stakeholders than sales can focusing 100% of its marketing spend on target accounts. ABM campaigns engage stakeholders throughout the entire buyer journey.
- Unlike lead generation which optimizes channel performance, ABM is cross channel. ABM campaign will reach and engage stakeholders in target accounts with consistent and personalized messaging across multiple channels. I’ve got Mary’s email address, and I’m sending her email nurturing campaigns. If she’s engaged, she’s coming to the website. When they come to the website, and the website is customize just like he email campaign, then marketing ROI improves Since there are 6.8 stakeholders, Joe and Brad are hidden stakeholders. As other stakeholders are researching, ABM campaigns can reach the stakeholders in target accounts, and deliver ads and customize web experiences specifically for the target accounts. Give example of a prospect vs. a customer for Wealth Engine.
- Unlike lead generation, account based marketing - It is a strategic approach that influences stakeholders only in the target accounts.
- Unlike lead generation which optimizes channel performance, ABM is cross channel. ABM campaign will reach and engage stakeholders in target accounts with consistent and personalized messaging across multiple channels. I’ve got Mary’s email address, and I’m sending her email nurturing campaigns. If she’s engaged, she’s coming to the website. When they come to the website, and the website is customize just like he email campaign, then marketing ROI improves Since there are 6.8 stakeholders, Joe and Brad are hidden stakeholders. As other stakeholders are researching, ABM campaigns can reach the stakeholders in target accounts, and deliver ads and customize web experiences specifically for the target accounts. Give example of a prospect vs. a customer for Wealth Engine.
- Unlike lead generation which optimizes channel performance, ABM is cross channel. ABM campaign will reach and engage stakeholders in target accounts with consistent and personalized messaging across multiple channels. I’ve got Mary’s email address, and I’m sending her email nurturing campaigns. If she’s engaged, she’s coming to the website. When they come to the website, and the website is customize just like he email campaign, then marketing ROI improves Since there are 6.8 stakeholders, Joe and Brad are hidden stakeholders. As other stakeholders are researching, ABM campaigns can reach the stakeholders in target accounts, and deliver ads and customize web experiences specifically for the target accounts. Give example of a prospect vs. a customer for Wealth Engine.
- For marketers, ABM focuses first on identifying target accounts. Common target accounts groups are firmagraphics, location, rep territory, product need, company size, named accounts. Then, marketers must engage stakeholders in target accounts with a consistent contact strategy and messaging across sales, customer success, and every marketing channel. Unlike lead generation where most of the marketing activity occurs before a sales team gets engaged and is often for acquisition, account based marketing works hand-in-hand with customer success and sales. Marketing using digital channels, like web, email, social, and ads, marketers can reach and engage tens of thousands more stakeholders than sales can focusing 100% of its marketing spend on target accounts. ABM campaigns engage stakeholders throughout the entire buyer journey.
- Keyword based targeting campaigns — takes their PPC keywords such as board meetings, board management, paperless board meetings, meeting software - and dump them into one audience and campaign based on URL parameters to drive experience
- Keyword based targeting campaigns — takes their PPC keywords such as board meetings, board management, paperless board meetings, meeting software - and dump them into one audience and campaign based on URL parameters to drive experience
- These challenges are actually one of the reasons that Account Based Marketing has become so popular. It’s essential how marketers are “Flipping their funnel” and taking a look at what Good looks like so that they can target “like” buyers and accounts in an effort to accelerate their results across the board.