#FlipMyFunnel Austin - Jesse Ariss - When it Comes to ABM: Blow. Don’t Suck.
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Jesse Ariss, Product Marketing Manager at Vidyard, recently presented “When it Comes to ABM: Blow. Don’t Suck.” at the #FlipMyFunnel Austin.
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#FlipMyFunnel Austin - Jesse Ariss - When it Comes to ABM: Blow. Don’t Suck.
- 1. When it Comes to ABM: Blow. Don’t Suck. Jesse Ariss Product Marketing Manager Brian Maschler Chief Creative Officer
- 2. Connect Engage Track Act
- 3. Connect Engage Track Act
- 4. MISSION POSSIBLE: OPENING THE DOOR TO THE C-SUITE A bold account-based marketing initiative
- 6. Bottomline Announces Cyber Fraud and Risk Management Solutions Company acquires market-leading fraud protection and prevention capabilities to deliver critical next line of defense against cyber attacks and cyber fraud
- 7. CAMPAIGN OBJECTIVES • Pique interest with prospective clients – inform how traditional security approaches may be falling short as threats continue to rise and fraud tactics evolve. • Create a sense of urgency that recipients need to adapt in order to stay ahead of technology and can’t afford not to take action. • Establish Bottomline as a premier provider of cyber fraud and risk management solutions in key verticals. • Need audience to feel like an elite group that have been selected for this conversation. Bottomline should be seen as your partner to learn from. • Convey a sense of partnership – be viewed as someone who can deliver valuable education that ultimately makes our customers more competitive.
- 8. GOALS FOR THE CAMPAIGN • Engage C-suite decision makers (Chief Technology Officer, Chief Security Officer, etc.) within a targeted list of companies. • 40 total recipients for the pilot Goal: 14 C-Suite meetings.
- 9. IDEAS THAT GOT THIS STARTED • Drop cam– a great metaphor for Bottomline’s CFRM solution offering visibility, real-time alerts and the ability to investigate/resolve. • Send to target audience with a letter explaining the metaphor and request a meeting (with some really nice packaging!).
- 11. THE FINAL CONCEPT There’s nothing more elite than a secret security agency. For executives who’ve built a career in data security, this is the perfect setting to carry our message.
- 12. THE FINAL CONCEPT You’ve got a mission. 01. Mailer Pre-loaded, internet-enabled tablets arrive on your desk. 02. Video A spy video is queued up to tell you about your secret mission. 03. Accept Meeting Real-time lead alert sent to sales exec for scheduling. 04. Follow Up Not ready to talk? Here’s more info. This campaign sends a target list of C-Suite security professionals a tablet with a personalized, interactive video. An international security agency needs your help. Next step: meet with Bottomline. Do you accept this mission? 01. 02. 04. 03.
- 13. DEVELOPMENT
- 15. DEVELOPING A CUSTOM APP 01. Personalization Each device was personalized with the recipient’s name. Depending on their business sector, they would receive a targeted video for that industry. 02. Tracking & Reporting Capabilities Recipients were asked to take a meeting with a Bottomline representative. Their answers were immediately captured within the app and sent to Salesforce for a rep to follow up. 03. Interactivity Depending on the user’s activity, the experience would adapt to offer additional CTAs and content. In order to play an interactive video with tracking capabilities through a tablet, we built a custom app to deliver a personalized and measurable experience.
- 17. RESULTS
Editor's Notes
- Intro Song choice So fun fact, I inherited the name of this presentation – Blow. Don’t Suck. To do effective ABM you can’t suck. You need to blow your prospects mind.
- We do a lot of ABM at Vidyard, and we’ve learned a lot about creating ABM programs that blow our customers mind. The most successful ABM Campaigns follow this simple formula, which you may already know, have in practice or are running a variation of it. First we Connect with target accounts, - Ok simple. Engage and pique the interest of relevant prospects, Track who within that organization is really leaning in to the message, and Act on that data to increase connect and conversion rates Well guess what one of the best possible mediums to do all this is? (Don’t say whitepapers)
- Video. Video is the most compelling call to action on the web today. Video is becoming a critical part of marketing programs but has traditionally been difficult to manage, difficult to track, and a black box when it comes to analytics Say hello to Vidyard! We help you: Centrally manage all your video assets and distribution channels Track detailed data on video performance going beyond just view counts Track who’s watching which video content, build up viewing profiles for each individual prospect, customer and account… And push all that data into marketing automation and Salesforce to help you gather customer insights and better understand which videos are helping you move the needle One of our customers and partners, Bulldog Solutions, has been using video themselves and has also worked with a number of THEIR downstream clients on ABM campaigns and using video to create “BLOW YOUR MIND” campaigns….
- Talk about the impetus behind the ABM program; the business goal that led to the initiative.
- Talk about the impetus behind the ABM program; the business goal that led to the initiative.
- Discuss the ideas that were tossed around at Bottomline before engaging the agency. They were a good starting point.
- Discuss the final concept/theme that was selected.
- Discuss the basic nature of the User Experience (how the campaign works).
- Quick discussion of what went into making the experience.
- Discuss how the app works; special considerations, tracking, etc.
- Show the video! (a special edited version for our audience)
- We’ll bring the results to the presentation
- So how do WE as a company create BLOW YOUR MIND ABM experiences? Well, we use various tactics, including video, to create campaigns that are Relevant – We use terminus to run targeted ads, Engaging – Our sales interns create custom videos using the targeted companies website in the video Personal– We send personalized videos Memorable – Using metrics from our platform, we identify specific contacts that have shown interest, and send them their own personalized video on a card.
- I’m going to leave you with a personalization campaign that one of our customers did – A college in Canada, They face many of the the same issues that We all do in the business. Identifying leads, and im sure many of you do when it comes to marketing. Connecting, engaging, tracking and acting. If you’re looking for scalable way to test the waters with account based marketing, a personalization video like this might work well. It was a 2 min vid, but I edited it down to 45 seconds – I know what its like to sit through a video it can feel like eternity. So if you notice a jump in the middle, its my adobe premiere skills Video I don’t know about you, but that video always makes me a little bit emotional. That’s something you just can’t get from a whitepaper. Personalized videos are a great way to engage with your prospects.