Getting Started & Accelerating ABM with Drupal & Acquia
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For B2B marketers, traditional demand gen tactics are becoming less and less effective. Content strategies with undifferentiated content targeted to thousands of leads simply doesn’t work anymore. How can marketers break through the noise? Account Based Marketing (ABM) has been a strategy favored by large enterprises for years. Through identifying and targeting key accounts, tailoring content, and executing strategies for the specific audiences’, companies that practice ABM see stronger marketing results. A successful ABM campaign requires a targeted strategy, alignment between sales and marketing, and an integrated martech stack that can deliver personalized content to audiences. In this webinar we will cover: - How to get started with ABM the right way — and the tools you need to get the job done - How integrating ABM platforms with Drupal can result in greater effectiveness with lead generation, increased retention and new market growth - How personalized experiences with Acquia Lift and other technologies can help strengthen your ABM campaigns Tackling both the strategic sales and marketing technology aspects of ABM, you'll walk away from this webinar with insights to improve your demand gen campaigns right away.
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Getting Started & Accelerating ABM with Drupal & Acquia
- 1. ACCELERATING YOUR ABM EFFORTS WITH DRUPAL Aug 22, 2019
- 2. 2  Eric Williamson, VP Digital Marketing 20+ years of digital marketing, advertising experience and strategy.
- 3. To Deliver The Universal Platform For The World’s Greatest Digital Experiences ACQUIA’S VISION
- 4. Jeff Calderone CEO, Elevated Third 20+ years of experience business and strategy for B2B.
- 5. Judd Mercer Creative Dir, Elevated Third UX Strategy + Design
- 7. TAKEAWAYS ● Why ABM ● What is ABM ● Strategy for ABM ● Why Drupal for ABM ● ABM martech - best of breed narrative vs closed ● Why personalization for ABM ● ROI / measuring results
- 8. ABM
- 9. 28% of marketing budgets are being allocated to ABM ITSMA Using ABM for at least one year have seen a 10% increase in revenue. Demandbase 85% of marketers that measured their ROI said their ABM initiatives outperform standard. ITSMA “84% of B2B marketers believe that ABM provides significant benefits for retaining and expanding current client relationships” SiriusDecisions
- 10. ABM BASICS WHAT YOU NEED TO KNOW.
- 11. What is ABM? Account Based Marketing is a way to target sales and marketing efforts only on accounts we are well-suited to help—and close. It’s about focus.
- 12. VS
- 13. Traditional marketing is a shotgun-and- filter approach. Costly, and inefficient. Bad.
- 14. ABM flips the funnel so we can focus effort on well-suited new/existing clients. Good.
- 16. ABM PROCESS HOW THE MAGIC HAPPENS.
- 17. @siriusdecisions 17 © 2018 SiriusDecisions. All Rights Reserved Marketing to Accounts or ABM? Marketing to Accounts Account-Based MarketingVS. • Based on available account insights• Based on business segmentation Account selection Account selection • Linked to buying center or contact-specific goals• Meeting the needs of a market segment Planning Planning • Chosen by account insights, preferences, needs• Chosen by persona needs/buyer’s journey stage Tactic selection Tactic selection • Account influence, growth, status, productivity• New inquiries/pipeline delivered Success metrics Success metrics
- 18. @siriusdecisions 18 © 2018 SiriusDecisions. All Rights Reserved Defining Demand Approaches • A targeted approach to a number of accounts in a specific segment • Broad-based marketing around common market segment attributes Defined Demand Named-Account/Industry Marketing • Highly customized approach to a small number of strategic accounts • An aligned approach to marketing against targeted segments Focused Demand Large-Account Marketing Marketing to Accounts Account-Based MarketingVS.
- 19. @siriusdecisions 19 © 2018 SiriusDecisions. All Rights Reserved Element One: Available Account Insights Demand creation focus driven by market information. Little known about individual accounts. Basic Account Insights DEGREE OF ACCOUNT INSIGHTS Unverified basic data exists about target or existing accounts. Examples include firmagraphic data, current spend and account contacts. Expanded Account Insights Verified account insight data exists. Extended contact, hierarchy and relationship data are present. Unverified insight via digital or predictive tools exists. Comprehensive Account Insights Comprehensive and validated account insights are known, and dynamic updating of insights is possible. Verified insight into an account’s future plans exists. Advanced Account Insights
- 20. In other words, the bigger the account and opportunity, the time, effort and budget should be spent on it.
- 21. @siriusdecisions 21 © 2018 SiriusDecisions. All Rights Reserved The SiriusDecisions ABM Framework Organization, Roles and Responsibilities, Skills and Training Technology Infrastructure Interlock/Communication Insights Education Scoping Resourcing Assessment Opportunity Identification Scoring Selection Prioritization Goals Messaging Support Inventory Tactic Selection Plan Delivery Pilot Expansion Full Rollout Participation Optimization Audiences Format/Timing Metric Selection Maturity Selection Maturity Audit Benchmarking Preparation Prioritization Planning Execution Measurement SiriusDecisions Account-Based Marketing Process Framework
- 22. ABM TECH. LET’S GET NERDY WITH IT.
- 23. 23 Technology, especially over the last few years has really reduced the overhead required to create a targeted campaign. The data and tracking, especially around intent has greatly improved and the speed to market is much quicker. A Practitioner's Guide to Account-Based Marketing “
- 24. INTEL.
- 25. 25
- 27. 27 "The only way to keep up with this unfettered innovation is through integrations." - Dries Buytaert, Founder of Drupal, CTO of Acquia
- 29. ABM, MEET DRUPAL. Drupal 8, the latest and greatest enterprise open source CMS. Period.
- 30. Drupal 8’s API-first approach means data is available to other software.
- 32. Digital Experience Platform ID Management CRM Marketing Automation Analytics ABM Service
- 33. ABM AT WORK AT ACQUIA.
- 34. Perspective from the B2B sales & marketing experts
- 35. Marketing + Sales Outreach by Stage
- 36. Acquia ABM Campaign Stats (Q2) Initial ABM list: 755 enterprise accounts in North America +443% uplift on industry page views (17K+) 75 ads served 4,468 Display clicks 871 LinkedIn clicks 412 Facebook clicks 36 Topline Opps 1,534 Messages Sent 27 Conversations Drift ABM Chats 1,253,434 Total Impressions 0.73% Display CTR 0.33% LinkedIn CTR 0.14% Facebook CTR 17 Qualified Opps $2M+ in Pipeline
- 37. ABM AT WORK AT ELEVATED THIRD
- 38. Marketing Playbook Sales Playbook 6-week campaign
- 40. Marketing Playbook Sales Playbook
- 41. Marketing Sales
- 43. 43 Highly polished ABM campaign. Lack of personalized website.
- 45. Personalized E3 Site 1:1 Email outreach Colleague referral Signature banner directs directly webinar Promoted Linkedin Post Webinar Signup Retargeting
- 49. ©2018 Acquia Inc. — Confidential and Proprietary Data-first personalization tool to deliver in context experiences that drive engagement and conversion KEY BENEFITS ﹣ Improved customer experience ﹣ Right content to the right person ﹣ Unified content and data in single tool ﹣ Increased conversions ﹣ More pageviews/time on site ﹣ Unified visitor profiles ﹣ Increased visitor insight
- 50. 50 ©2018 Acquia Inc. — Confidential and Proprietary CRAWL Lower effort, fast results These are what you can start with immediately (from a content AND data standpoint). They are low effort, with varying impact and fast results. WALK Requires more content & data but higher impact These require additional content and more data for further defined segments. They are medium to high effort, with corresponding impact. RUN More time & complexity, highest impact potential These require additional content, more personalization rules, and more data for further defined segments. They are high effort, with high impact -- over an extended period of time. A 3 Step Strategy for Personalization Success
- 51. Geolocation Marketing Campaigns Visit Frequency Browsing Behavior Pages Viewed Known Information Device/System Completed Events CRM Integration Cross-Channel Behavior Combination of Above CRAWLWALKRUN
- 54. Acquia Lift Reporting Insights 54
- 55. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary Pulling data on company name and browsing behavior from DemandBase into Profile Manager Those visitors see a personalized welcome message, as well as tailored content and CTA’s Over 200 personalizations running on site The Result: Unified data for 360 customer view, and increased engagement metrics on personalized CTA’s Leverage Account Based Marketing Data for Personalization Cloud-based analytics provider Sold in 2015 for $600 million
- 56. TAKEAWAYS ● ABM is proven to be a more effective approach ● Technology helps ABM scale, but you need process ● Open systems and integration > closed proprietary ● Drupal connects ABM tools with available modules ● Drupal Web personalization is a powerful component to ABM
- 57. November 11-13 Hyatt Regency New Orleans New Orleans, LA Promo Code: GETENGAGED *Discount is for $200 off ticketed price. Discount code not to be combined with other offers. Valid for existing customers & those evaluating Acquia; not valid for partners. JOIN US!