Downloaded 18 times
![ABM Program – 2019: What We Measuring
ABM Scorecard – How we are doing at moving the needle?
*Marketing Engagement definition:
[1] Web site engagement spike, or
[2] >=5 pageviews and >= 1 campaign response, or
[3] >=2 Ad Clicks and >= 1 campaign response, or
[4] 2 campaign responses](https://image.slidesharecdn.com/fmfdcroadshow04-190502151154/75/FlipMyFunnel-DC-Roadshow-04-30-19-78-2048.jpg)
Uploaded by#FlipMyFunnel
FlipMyFunnel DC Roadshow 04.30.19
The document provides an overview of ABM maturity curves and metrics. It discusses moving from good to great marketing by progressing along maturity curves for targeting, engaging, activating, and measuring accounts. It emphasizes the importance of focusing on the right accounts and identifying key personas within accounts. The document also shares examples of ABM program metrics from 2018 and 2019 for a company, showing a shift to more personalized outreach and segmented messaging, and an improved ability to track impact metrics.
More Related Content
Similar to FlipMyFunnel DC Roadshow 04.30.19
FlipMyFunnel DC Roadshow 04.30.19
- 1.
- 2. ABM Maturity Curve: Goodto Great Marketing SANGRAM VAJRE FlipMyFunnel Founder & Chief Evangelist/Co- Founder at Terminus
- 4.
- 5. ©2019 Terminus Software,Inc. Greatness is not a function of circumstance. Greatness, it turns out, is largely a matter of conscious choice. – Jim Collins “ GREATNESS
- 6. Good Parenting Great Parenting AverageParenting Parent Maturity CurveGOOD TO GREAT PARENTING @sangramvajre Disclaimer: Results may vary
- 7. Good Parenting GreatParentingAverage Parenting Parent Maturity Curve ▶︎ Watch TV Feed Play Watch Finding Nemo Watch the entire Rocky series GOOD TO GREAT PARENTING @sangramvajre
- 8. Good Parenting GreatParentingAverage Parenting Watch TV ▶︎ Feed Play Feed Healthy Snacks Feed EPIC proportions of pancakes! GOOD TO GREAT PARENTING @sangramvajre Parent Maturity Curve
- 9. Good Parenting GreatParentingAverage Parenting Watch TV Feed ▶︎ Play Play XBOX games Go flying GOOD TO GREAT PARENTING @sangramvajre Parent Maturity Curve
- 10. Good Parenting Great Parenting AverageParenting Watch TV Feed Play Watch kids movies Feed Healthy Snacks Play XBOX Watch all the Rocky movies Feed EPIC proportions of pancakes Go flying GOOD TO GREAT PARENTING @sangramvajre Parent Maturity Curve
- 11. SON TO FATHER: IMMUTABLELAW You have a choice. If you focus on what matters to you, it gets better. @sangramvajre
- 12. ©2019 Terminus Software,Inc. Account-centric strategy applies across your entire customer journey. - Sangram Vajre “ ABM is B2B. Book #2
- 13. The TEAM Framework Simple,Powerful, Connected Capabilities that Drive Account-Based Success TARGET ENGAGE ACTIVATEMEASURE Get earlier, deeper penetration into target buying centers with best-in-class account- based advertising & multi-channel program management TEAM Combine & connect all your data in one place to easily create and manage target account lists Help sales open more ops, faster, by giving them realtime prompts to reach out when accounts are most engaged Super-simple reporting so you know how your account-based programs are driving revenue Drive authentic long- term relationships with companies that will love you @sangramvajre
- 14. Good Marketing Great Marketing Average Marketing GOODTO GREAT MARKETING TARGET ENGAGE ACTIVATE MEASURE B2B Maturity Curve @sangramvajre
- 15. ©2019 Terminus Software,Inc. Bad decisions made with good intentions, are still bad decisions. – Jim Collins“ TARGET
- 16. When you identifythe right customer, your focus gets better. It’s not that I want unicorns. It’s just that you don’t even know my name. CUSTOMER TO MARKETER: IMMUTABLE LAW @sangramvajre
- 17. Where you might be Whereyou are goingWhere you’ve been Dynamic: “Always On”Static: “Top 100 accounts”DisconnectedTARGET ~7X Opportunity Creation 50% Higher pipeline 10% Sales Cycle Reduction 25,000 leads at Masergy 5x more engagement from targeted accounts 70% to 90% NPS score skyrocketed with upserving ENGAGE ACTIVATE MEASURE GOOD TO GREAT MARKETING @sangramvajre
- 18. ©2019 Terminus Software,Inc. Mediocrity results first and foremost from management failure, not technological failure. – Jim Collins“ ENGAGE
- 19. How we engage,is what gets better. It’s not that I have an attention span of a goldfish. It’s just that your content sucks. CUSTOMER TO MARKETER: IMMUTABLE LAW @sangramvajre
- 20. Where you might be Whereyou are goingWhere you’ve been Experiential Tools: Went from 22 to 6 tools to do B2B at scale. Cost of customer acquisition: A 60% drop Quality Traffic: Website traffic is down by 15% but now 70% is from the “right” target accounts. Tools: 22 technologies Quantity Traffic: “All” traffic is equal. - Events - Website - Webinars - Emails 70% of the traffic from non- target accounts. TARGET ENGAGE ACTIVATE MEASURE GOOD TO GREAT MARKETING @sangramvajre
- 21. ©2019 Terminus Software,Inc. Great vision without great people is irrelevant. – Jim Collins “ ACTIVATE
- 22. When you engagecustomers on their terms and alert sales, your relationship with sales gets better. It’s not that our newsletter is bad. It’s just that it has nothing to do with our customer needs. SALES TO MARKETER: IMMUTABLE LAW @sangramvajre
- 23. Where you might be Whereyou are goingWhere you’ve been Prioritized Win rate: 95% win-rate from target account strategy Sales a customer: 2X annually survey for satisfaction. Proactive Accounts: 250 Team Structure: 4 FTE’s dedicated to ABM ReactiveTARGET ENGAGE ACTIVATE MEASURE GOOD TO GREAT MARKETING YOU’VE GOT MAIL @sangramvajre
- 24. ©2019 Terminus Software,Inc. You can accomplish anything in life, provided that you do not mind who gets the credit. – Jim Collins“ MEASURE
- 25. What you measure,is what gets better. It’s not that I don’t care about your vanity metrics. It just that they don’t focus on business outcomes. CEO TO MARKETER: IMMUTABLE LAW @sangramvajre
- 26. Where you might be Whereyou are goingWhere you’ve been One Scorecard “Now Marketing can forecast how many reps are needed in which territory and can also predict win-rate with engagement insights.” –Daniel Day Double Funnel B2B at scale: Over 500 concurrent ABM 1:1 campaigns Metrics: Time on site, Velocity, Penetration Funnel Measure everything: Inbound / Outbound TARGET ENGAGE ACTIVATE MEASURE GOOD TO GREAT MARKETING @sangramvajre
- 27. Good Marketing = EfficientGrowth in Isolation Great Marketing = Efficient Growth at Scale Average Marketing = Inefficient Growth B2B Maturity Curve T - Disconnected E - Quantity A - Reactive M - Funnel TARGET ENGAGE ACTIVATE MEASURE T - Static E - Quality A - Proactive M - Double Funnel T - Dynamic E - Experiential A - Prioritized M - One Scorecard GOOD TO GREAT MARKETING @sangramvajre
- 28. Good Great Average MARKETING GOOD TO GREATPARENTING Marketing and Sales Aligned Mom and Dad Aligned Marketing and Sales as OneTeam Mom and Dad as OneTeam Many Activities Many Tools Few Activities Few Tools @sangramvajre
- 29. So, what mattersto you? Good is the enemy of Great. – Jim Collins “
- 30. to the Daily #FlipMyFunnelPodcast LISTEN WATCH first-ever ABM course My cell: 404 944 8665
- 31.
- 32.
- 33. Target Best FitAccounts RYAN VITELLO Sales Development Manager at Terminus
- 34. FlipMyFunnel Roadshow 2019 INTRODUCTION RyanVitello SDR Manager Targeting Best Fit Accounts | @RyanVitello | FlipMyFunnel
- 35. FlipMyFunnel Roadshow 2019 FORMULAFOR ACCOUNT BUILDING Targeting Best Fit Accounts | @RyanVitello | FlipMyFunnel
- 36. FlipMyFunnel Roadshow 2019 THEFORMULA FOR DATA-DRIVEN ABM SUCCESS Targeting Best Fit Accounts | @RyanVitello | FlipMyFunnel
- 37. FlipMyFunnel Roadshow 2019 ATTRIBUTESOF FIT Targeting Best Fit Accounts | @RyanVitello | FlipMyFunnel Funding Relationshi ps Technogra phic Company Size Revenue Industry Geography
- 38. FlipMyFunnel Roadshow 2019 CAPITALIZEON INTENT SIGNALS Targeting Best Fit Accounts | @RyanVitello | FlipMyFunnel 60% of B2B purchasing journey done before a form is filled out More complexity. More anonymity. More competition.
- 39. FlipMyFunnel Roadshow 2019 ENGAGEMENT TargetingBest Fit Accounts | @RyanVitello | FlipMyFunnel Using data to identify which of our accounts are engaging ● Website ● Content ● Ads ● Events
- 40. FlipMyFunnel Roadshow 2019 TARGETACCOUNT SELECTION Targeting Best Fit Accounts | @RyanVitello | FlipMyFunnel
- 41. FlipMyFunnel Roadshow 2019 IDENTIFYINGKEY PERSONAS WITHIN ACCOUNT Targeting Best Fit Accounts | @RyanVitello | FlipMyFunnel
- 42. FlipMyFunnel Roadshow 2019 WHO’SON THE BUYING COMMITTEE? Targeting Best Fit Accounts | @RyanVitello | FlipMyFunnel “The number of people involved in B2B solutions purchases has climbed from an average of 5.4 two years ago to 6.8 today.” - Forbes, 2018
- 43. FlipMyFunnel Roadshow 2019 WHO’SON THE BUYING COMMITTEE? Targeting Best Fit Accounts | @RyanVitello | FlipMyFunnel Steph POC Derek Executive Sponsor Madison End-User Clare End-User Torrey Influencer Baillie Influencer Ben Finance Alex Sales Brad Operations
- 44. FlipMyFunnel Roadshow 2019Targeting Best Fit Accounts | @RyanVitello | FlipMyFunnel
- 45. FlipMyFunnel Roadshow 2019 NOWOPERATIONALIZE! Targeting Best Fit Accounts | @RyanVitello | FlipMyFunnel 1 2 3 4
- 46.
- 47.
- 48.
- 49. Creating a Highly PersonalizedOutreach FRANCESCA VEREB Sr. Director of Product Marketing at Cvent
- 50. Creating Highly Personalized Outreach FrancescaVereb Sr. Director of Marketing Cvent
- 52.
- 55. So where shouldwe start?
- 61. So how doesthis translate to personalization?
- 69. Metrics of ABM STACYTAYLOR Director, Digital Marketing, Carousel Industries
- 70. • Company Profile •ABM Program & Metrics - 2018 • ABM Program & Metrics - 2019 • Ads in Action • Q&A Agenda
- 71. Nationwide IT Integrator& Service Provider with Solutions Across the IT Stack SecurityCollaboration Networking Data Center Cloud Solutions CarrierProfessional & Managed Services IT Outsourcing Inventory Management Services CLOUD ON-PREMISE HYBRID Consume technology how and when you need it. Financial enablement services with Carousel Capital.
- 72. 1,300+ Team Members Nationwidefor Local Support 6,000+ Highly Satisfied Clients 1,000+ Certifications Across Engineering and Sales Teams 50+ Leading Technology Partners 35+ Fortune 100 Clients Multi-Year Winner Numerous Industry Awards • MSP 501 • Top 50 Systems Integrators List • Fastest Growing & Innovative Companies • Cisco Architectural Excellence US East Partner of the Year : Security •
- 73. Where We Started •850+ Account Names in Excel • Goal: 10% Revenue bookings growth • Objective: Go wider and deeper • Request for “Air Cover” • Hubspot & No Salesforce • Few digital assets promoting Carousel The Approach • Account/contact expansion • Terminus account-based ads • Limited segmentation & message targeting • Create multi-channel digital campaign ABM Program - 2018
- 74. ABM Program –2018: What We Measured ABM Benchmark Reporting • Activity metrics show trends and growth over time • Benchmark against yourself as you test offers and make changes to audiences and tactics Unable to track impact metrics
- 75. ABM Program –2018: What We Measured Tactic Reporting Tactic Plans Name UC-Roadmap-5-Ques-to-Ask-IT Goal Up-sell/Cross-sell Target Audience 80 = Top 100 Strategic Accts with 2017 Cloud revenue = $0 Function= All IT Mgr+ Run Dates March 26 – April 23 Ad Performance Accts Matched 80 Total Reach 89,426 Impressions 198,989 Clicks 179 CTR .088% (channel avg. is .06-.08%) CPM $12.98 CPC $14.68 Spend $2,582 LANDING PAGE: https://www.carouselindustries.com/blog/ready-migrate-uc- five-questions-ask/
- 76. The Results • Companyachieved goal of 10% Revenue bookings growth • Learnings through starting simple • Salesforce launched in Q4 • Added Terminus integrations: Hubspot, LinkedIn, Salesforce • New “Carousel-We’re With You” campaign launched in Q4 ABM Program - 2018
- 77. Program Expansion • AccountHub • Sales Insights • Measure ABM impact on pipeline and revenue • Stronger alignment with sales regions The Approach • Activate new target account lists across channels • Create more advanced, data-driven segments and feed to Engage • Deliver more relevant, timely messages via display ads and LinkedIn • Keep successful tactics ‘always on’ ABM Program - 2019
- 78. ABM Program –2019: What We Measuring ABM Scorecard – How we are doing at moving the needle? *Marketing Engagement definition: [1] Web site engagement spike, or [2] >=5 pageviews and >= 1 campaign response, or [3] >=2 Ad Clicks and >= 1 campaign response, or [4] 2 campaign responses
- 79. Activity Metrics • Reach •Impressions • Clicks • Click-through rate • Leads (if lead generating tactic) • Cost per lead • Pageviews • Time on site Impact Metrics • % Progressed Accounts • # Influenced Opportunities • $ Influenced Pipeline • $ Avg Opportunity Size – Influenced pipeline • # Influenced Closed Won Deals • $ Influenced Closed Won Revenue • $ Avg Deal Size – Influenced Closed Won Deals • Deal Velocity ABM Program – 2019: Metrics to help make program decisions
- 80. ABM Program –2019: Ads in Action – Pipeline Acceleration Target accounts with open opportunities for Cisco and forecast close date within 6 months: Key Findings: • 26% of accounts had incremental pipeline created after exposure to ads • Among accounts with incremental pipeline, 58% had at least 1 ad click • Among accounts without incremental pipeline, 26% accounts had at least 1 ad click • Deal Velocity for target accounts: • Overall for accounts = 80 days • Received Impressions = 57 days • Impressions + at least 1 click = 38 days
- 81.
- 82.
- 83. Ask the ABMExperts: Q&A Derek Slayton CMO at Terminus Justin Keller VP of Marketing at Sigstr Anna Fisher VP of Marketing at ZoomInfo
- 84.