Getting ABM Up & Running to Create a Pipeline Gen Machine

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The document discusses setting up an Account-Based Marketing (ABM) program to create a sales pipeline. It outlines a phased approach: 1) a pilot program, 2) expansion into North America and EMEA, and 3) making the program technology-driven. The key components of the ABM program include account selection using technology, advertising platforms, website personalization, and focus on conversion. The document provides tips for each component and describes an ABM outreach plan involving various stakeholders from marketing, sales, and technology.

Marketing

ABM STRATEGY HAS BROUGHT A NEW NORMAL
15%
Of cost to
find
60%
Of cost to
create

OPERATING
CONDITIONS
ACCELERATED
NEED FOR ABM

Integrated Team Focused on
Common Goals & Process
MARKETING
Multi-touch
campaigns
INSIDE SALES
Account Selection
Quarterback Plays
SET UP
FOR
SUCCESS

ABM JOURNEY WAS DONE IN BITE-SIZED PIECES
Pilot Program
Phase 1
Expansion in NA &
EMEA
Phase 2
Technology
Driven
Phase 3

ABM TECH TOOLKIT
ACCOUNT
SELECTION1
3
2
4
DEMANDBASE
AD PLATFORM
WEBSITE
PERSONALIZATION
CONVERSION

ABM OUTREACH PLAN
ACCOUNT SELECTION AD PLATFORM
SITE
PERSONALIZATION
CONVERSION

TECH NARROWS
IN ON PROSPECT
COLLABORATION
SDRS & AES
ACCOUNT EXECUTIVE
TOP 50 SALES CHOICES
ACCOUNT SELECTION
TECH DRIVEN CHOICES
AND
ACCOUNT SELECTION A|B TEST1

WHO YOU EXCLUDE IS AS
IMPORTANT AS WHO YOU
INCLUDE
ACCOUNT SELECTION
PRO TIPS
TERRITORY ALIGNMENT MAY NOT
MAX OUT POWER OF
TECHNOLOGY
GO WIDE ON CONTACT BUILD
OUT
THERE IS A TIPPING POINT

ACCOUNT SELECTION AD PLATFORM
SITE
PERSONALIZATION
ABM OUTREACH PLAN
TECH LED
CONVERSION
AE LED
“MODE OF ENTRY” TO
PROGRAM

ADVERTISING
PLATFORM2
HIGH QUALITY PRODUCT • HIGH QUALITY PLACEMENT

ADVERTISING
PLATFORM2
MULTIPLE ADS (A|B TESTING)
MULTIPLE FORMATS

ADVERTISING PLATFORM
PRO TIPS
TESTING IS KEY
IF IT AINT BROKE, DON’T FIX IT
KEEP IT SIMPLE
BE BOLD

INFO HOURDING NOT NECESSARY
CONVERSION
PRO TIPS
TALK ABOUT IT
START HERE FOR
PERSONALIZTION

ABM 300 Outreach Plan
SDR Email
(personalized)
Account Based Advertising Engagement
AE or Executive
Outreach
Email or DM send
Leads/Contacts from ABM 300MODE OF ENTRY
Landing Page Engagement
Marketing
Email #1
Marketing
Email #2
Direct Mail Send
(by SDR)
Direct
Mail
Arrives
SDR Outreach
(either call blitz or
individual email
outreach)
AE
Send personalized
email i.e. w/ invite
to upcoming event
AE
Run with Deal; Pull
in SDR/Marketing
when needed
Meeting
Set?
No
Yes
SDR
Finds new
stakeholder/division
& re-starts outreach
AE
Send personalized
email i.e. w/ invite
to upcoming event
AE
Run with Deal; Pull
in SDR/Marketing
when needed
SDR Email
(personalized)
Day 1 Day 2 Day 10 Day 12 Day 14-onwardDay 13

HYPER-CHANGE
FOR DIGITAL CONTENT
CHANGE IS EVERYTHING2

ABM BUY-IN
Doesn’t Disperse evenly
Across Territories
Wide Range of AE’s Know account history.
Focused on Deals
In-Flight
Mix had to be right.
Time was against us. Test & Learn. Repeat.
Always hunt for data.

CHALLENGE
1. Get more DS1s
2. Focus on top
accounts
3. Knowing who
to reach out to
ABM Metrics
SOLUTION
Phase 1:
• Pilot Program
Phase 2:
• Expansion for NA
and EMEA
Phase 3:
• Technology driven
Opportunities
Pipeline from SpiderBook
13.9%
16.9%
Total pipeline from ABM
Opportunities created based
on accounts advertised to
39%

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In the words of legendary marketer (and boxer), Mike Tyson, “Everyone has a plan until they get punched in the mouth.” Markets change, you lose your star player, budgets get cut, what then? Join Demandbase’s Chris Moody, Head of GTM Thought Leadership, and Stephanie McArthur, ABX Expert, for this session to learn how to pivot your GTM strategy when things don’t go to plan (do they ever?). They’ll share how to: Reevaluate your focus - know what to look for and what to adjust Balance and measure multiple GTM strategies Make sure you’re investing in the right places Leverage intent data to improve the efficiency and effectiveness Use orchestration to your advantage (less manual, mundane tasks = more time)

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Spam isn’t just unwanted email. It’s any uninformed, irrelevant interaction with your customers and potential buyers. It wastes your time and money and annoys the buyers you were hoping to impress. Focusing on the customer buying experience is more important than ever. In today’s information age, buyers have more and more power over sellers. As a result, there’s an increased demand for personalised, relevant experiences. In this webinar, we shall provide real-life examples of how Sales & Marketing teams are delivering personal, relevant and timely messages to their buyers.

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Getting ABM Up & Running to Create a Pipeline Gen Machine

1. Getting ABM Up & Running to Create a Pipeline Machine Presented by: Amanda Wynne Senior Director, Marketing

2. ABM STRATEGY HAS BROUGHT A NEW NORMAL 15% Of cost to find 60% Of cost to create

3. OPERATING CONDITIONS ACCELERATED NEED FOR ABM

4. Integrated Team Focused on Common Goals & Process MARKETING Multi-touch campaigns INSIDE SALES Account Selection Quarterback Plays SET UP FOR SUCCESS

5. ABM JOURNEY WAS DONE IN BITE-SIZED PIECES Pilot Program Phase 1 Expansion in NA & EMEA Phase 2 Technology Driven Phase 3

6. ABM TECH TOOLKIT ACCOUNT SELECTION1 3 2 4 DEMANDBASE AD PLATFORM WEBSITE PERSONALIZATION CONVERSION

7. ABM OUTREACH PLAN ACCOUNT SELECTION AD PLATFORM SITE PERSONALIZATION CONVERSION

8. TECH NARROWS IN ON PROSPECT COLLABORATION SDRS & AES ACCOUNT EXECUTIVE TOP 50 SALES CHOICES ACCOUNT SELECTION TECH DRIVEN CHOICES AND ACCOUNT SELECTION A|B TEST1

9. WHO YOU EXCLUDE IS AS IMPORTANT AS WHO YOU INCLUDE ACCOUNT SELECTION PRO TIPS TERRITORY ALIGNMENT MAY NOT MAX OUT POWER OF TECHNOLOGY GO WIDE ON CONTACT BUILD OUT THERE IS A TIPPING POINT

10. ACCOUNT SELECTION AD PLATFORM SITE PERSONALIZATION ABM OUTREACH PLAN TECH LED CONVERSION AE LED “MODE OF ENTRY” TO PROGRAM

11. ADVERTISING PLATFORM2 HIGH QUALITY PRODUCT • HIGH QUALITY PLACEMENT

12. ADVERTISING PLATFORM2 MULTIPLE ADS (A|B TESTING) MULTIPLE FORMATS

13. ADVERTISING PLATFORM PRO TIPS TESTING IS KEY IF IT AINT BROKE, DON’T FIX IT KEEP IT SIMPLE BE BOLD

14. ACCOUNT SELECTION AD PLATFORM SITE PERSONALIZATION ABM OUTREACH PLAN TECH LED CONVERSION AE LED “MODE OF ENTRY” TO PROGRAM

15. WEBSITE PERSONALIZATION3

16. TEST IP ADDRESS BY PROFILE SO YOU CAN CHECK THE EXPERIENCE SITE PERSONALIZATION PRO TIPS FIND A METRIC THAT WORKS DIMENSIONALIZE WHEN POSSIBLE START SMALL AND WORK YOUR WAY UP

17. CONVERSION 4

18. CONVERSION4

19. INFO HOURDING NOT NECESSARY CONVERSION PRO TIPS TALK ABOUT IT START HERE FOR PERSONALIZTION

20. ABM 300 Outreach Plan SDR Email (personalized) Account Based Advertising Engagement AE or Executive Outreach Email or DM send Leads/Contacts from ABM 300MODE OF ENTRY Landing Page Engagement Marketing Email #1 Marketing Email #2 Direct Mail Send (by SDR) Direct Mail Arrives SDR Outreach (either call blitz or individual email outreach) AE Send personalized email i.e. w/ invite to upcoming event AE Run with Deal; Pull in SDR/Marketing when needed Meeting Set? No Yes SDR Finds new stakeholder/division & re-starts outreach AE Send personalized email i.e. w/ invite to upcoming event AE Run with Deal; Pull in SDR/Marketing when needed SDR Email (personalized) Day 1 Day 2 Day 10 Day 12 Day 14-onwardDay 13

21. HYPER-CHANGE FOR DIGITAL CONTENT CHANGE IS EVERYTHING2

22. ABM BUY-IN Doesn’t Disperse evenly Across Territories Wide Range of AE’s Know account history. Focused on Deals In-Flight Mix had to be right. Time was against us. Test & Learn. Repeat. Always hunt for data.

23. CHALLENGE 1. Get more DS1s 2. Focus on top accounts 3. Knowing who to reach out to ABM Metrics SOLUTION Phase 1: • Pilot Program Phase 2: • Expansion for NA and EMEA Phase 3: • Technology driven Opportunities Pipeline from SpiderBook 13.9% 16.9% Total pipeline from ABM Opportunities created based on accounts advertised to 39%

24. THANK YOU

Getting ABM Up & Running to Create a Pipeline Gen Machine

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