How to Build an Account-Based Marketing Strategy Using Predictive
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The two hottest topics in marketing – predictive and account-based marketing – aren’t on parallel paths, they’re on convergent paths. This presentation will cover valuable tips for using predictive models with not only inbound marketing, but ABM programs as well. Learn how predictive enables personalization at scale by helping you “right size” your marketing effort to the very best accounts. InsightSquared, a rapidly growing business intelligence powerhouse out of Boston, is a data-driven company that has deployed predictive best practices across its organization to make day-to-day work easier and smarter. Infer and InsightSquared experts will share new ways to align your sales and marketing efforts for maximum revenue impact through: • Filtering and prioritization of inbound leads • Deploying effective account-based selling and marketing strategies • Optimizing marketing campaign efficacy • Monitoring lead behavior to supercharge nurture programs • Tracking and forecasting key metrics via sophisticated dashboard
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How to Build an Account-Based Marketing Strategy Using Predictive
- 1. How to Build an Account-Based Marketing Strategy Using Predictive Adam von Reyn VP of Growth Marketing, InsightSquared @adamvonreyn Sean Zinsmeister Sr. Director of Product Marketing, Infer @SZinsmeister Gabe Paley Sr. Manager, ABM and Demand Gen, InsightSquared @gabepaley
- 2. Page 2 #MKTGNATION What is Predictive? Actionable Intelligence for Sales & Marketing Machine Learning Thousands of external data points Keywords: ● Machine Learning ● Data Science ● Predictive Analytics● AI
- 3. Page 3 #MKTGNATION Predictive Sales & Marketing is Heating Up 79% High-performers use predictive intelligence Salesforce State of Marketing 2016 83% B2B Orgs using PLS are $250M and Below SiriusDecisions 73% / 2X Lift in Sales / Marketing Effectiveness Aberdeen
- 4. Page 4 #MKTGNATION Predictive Sales & Marketing is Heating Up 2.3x Increase in Average Deal Size 3.3x Increase in Conversion Rates 1.5B+ Account, Contact, and Lead Scores / year Infer R&D
- 5. Page 5 #MKTGNATION Early 2015… Leads (dramatically large top of funnel)
- 6. Page 6 #MKTGNATION Early 2016
- 7. Page 7 #MKTGNATION BDR Team Overwhelmed by Lead Flow Significant cost and effort qualifying lead pool
- 8. Page 8 #MKTGNATION Initial Focus on BDR Productivity ~80% of bookings in top ~15% of leads ~40% of lead flow suppressed for continued nurture
- 9. Page 9 #MKTGNATION Run Smarter Campaigns Leads Cost $ / Lead Campaign 1 140 $5,000 $35.71 Campaign 2 110 $5,000 $45.45 Campaign 1 appears best under CPL metrics
- 10. Page 10 #MKTGNATION Run Smarter Campaigns Leads Opportunities Lead to Opp A 3,000 500 16.7% B 5,000 325 6.5% C 7,000 125 1.8% A leads worth almost 3X B leads
- 11. Page 11 #MKTGNATION Run Smarter Campaigns Campaign 1 Lead s Cost $ / Lead Fcast Opps Forecast $ / Opp A 10 1.7 B 30 2.0 C 100 1.8 140 $5,00 0 $35.71 5.4 $926 Campaign 2 A 35 5.8 B 30 2.0 C 45 0.8 110 $5,00 0 $45.45 8.6 $582 Campaign 2 wins on quality weighted cost
- 12. Page 12 #MKTGNATION Building Blocks for Success
- 13. Page 13 #MKTGNATION Transparency Drives Adoption
- 14. Page 14 #MKTGNATION Why Account-Based Marketing? ✓ Focus where we win ✓ Drive engagement across the account ✓ Closer alignment with Sales
- 15. Page 15 #MKTGNATION One problem… Leads Suck.
- 16. Page 16 #MKTGNATION Lead/Account Matching Data Quality Account-Scoring Model Account Selection MQA Infrastructure / Engagio Shifting to an Account-Based Workflow *10-week move from Eloqua to Marketo, including multi-channel attribution, 6 persona-based lead nurtures, progressive profiling, mobile responsive forms and more
- 17. Page 17 #MKTGNATION What is a Marketing Qualified Account? An MQA is an Account that meets two criteria: 1. Looks like a buyer (Fit Score) 2. Acts like a buyer (Engagement Score – “Minutes”)
- 18. Page 18 #MKTGNATION The MQA Secret Sauce • Engagement thresholds vary by Fit Score • The more you look like a customer, the less you have to do to prove that you are qualified for sales follow-up: Fit Score Minutes Threshold A 50 B 75 C 100 D 125
- 19. Page 19 #MKTGNATION Examples of MQAs • Rated “A” by Infer • 2 eBook downloads in last month from sales ops, 5 email opens from CEO (50 minutes) • Rated a “C” by Infer • 15 pageviews over 2 weeks from 3 stakeholders, Free Trial request (100 minutes) CloudDog Adam’s Manufacturing, Inc.
- 20. Page 20 #MKTGNATION Cold-to-Close ABM Plays: Targeting
- 21. Page 21 #MKTGNATION Cold-to-Close ABM Plays: Execution Weeks 1 2 3 4 5 6 7 8 Sales Email Direct Mail Ads Events Social
- 22. Page 22 #MKTGNATION ABM Analytics: MQA Conversion Rates
- 23. Page 23 #MKTGNATION ABM Analytics: Pipeline Performance 14.5%
- 24. Page 24 #MKTGNATION 4 Key Points ✓Early results are very encouraging – ABM works ✓Alignment, alignment, alignment ✓ Get the infrastructure, process and metrics right ✓ New territory – accelerate your feedback loops
- 25. Thank You!