This document discusses how to run an effective multi-channel account-based marketing (ABM) campaign. It begins by outlining the basic building blocks of any demand generation campaign - audience, offer, and channel. It then discusses two approaches to ABM - a lighter "ABM Lite" approach using some customization, and a full ABM approach using deeper personalization. Examples are provided of different types of personalized ads, direct mail, and follow up that target specific buyer personas like Chief Marketing Officers, Digital Marketing Managers, and Chief Revenue Officers. The document concludes by emphasizing the importance of closing the loop with sales and looking for tools that connect marketing activities to customer relationship management systems.

1. How to run a multi-channel ABM
campaign
RollWorks + Sendoso

2. Your Presenters
Sruthi Kumar
Global Marketing Manager
Sendoso
@sruthikkumar
Jessica Cross
Manager, Demand Generation
RollWorks
@JFayeSF

3. Today’s Agenda
3 Customized collateral
1 Building blocks of ABM
2 Coordinating channels
4 Persona-based personalization
5 Q&A

4. Basics of a demand generation campaign
Audience Offer Channel

5. ABM vs Demand-gen
Targeted
Audience
Personalized
Offer
Targeted
Channel

6. Many different ways to run ABM
Pick one from each column
Offer ChannelAudience
Articles
App downloads
Blog posts
Books
Podcasts
Free Trials
Custom Report
Case Study
Video Tutorial
Direct Mail
Events
Field Marketing
Pay Per Click
Display Advertising
Affiliate marketing
Email
North America Prospects
EMEA Prospects
CMOs v Manager level
High-intent prospects
Active Customers
Anonymous Web Traffic
Deals being worked
Analysts

7. Many different ways to run ABM
Pick one from each column
Offer ChannelAudience
Articles
App downloads
Blog posts
Books
Podcasts
Free Trials
Custom Report
Case Study
Video Tutorial
Direct Mail
Events
Field Marketing
Pay Per Click
Display Advertising
Affiliate marketing
Email
North America Prospects
EMEA Prospects
CMOs v Manager level
High-intent prospects
Active Customers
Anonymous Web Traffic
Deals being worked
Analysts

8. Tiers of ABM
P2, P3
Lite ABM
Owned accounts
Scaled ABM + Inbound
~ 250 Account
Light research + data build out
$$
Automation with personalization woven throughout
~ 4000 Accounts
Automated touches OK
$
Industry and persona customization
~ 30 Accounts
Account plans
$$$
Every touch is personalized
P1
Classic ABM

9. Types of Ads
4 types of ads:
● Company / Brand
● Content promotion
● Customized
● Personal

10. Types of Ads
Brand Message:
● Introduce your company
● Broad appeal

11. Types of Ads
Content:
● Promotes your content
● Addresses specific need

12. Types of Sends
4 Types of Sends:
● eGifts
● Standard Direct Mail
● Sendoso Direct
● Amazon Integration

13. ● eGifts
○ Broad reach
○ Low cost, low effort
○ Data Needed: Only email address
Types of Direct Mail
20% increase in demo
show rate when
sending e-Gift before
meeting

14. ● Standard Direct Mail
○ Tier 2 Accounts
○ Medium effort, medium cost
○ Data Needed: Address and variable
information for handwritten notes
Types of Direct Mail

15. ● Sendoso Direct
○ Not personalized
○ Medium Cost, Medium Effort
○ Data Needed: Address and variable
information for handwritten notes
Types of Direct Mail

16. ● Amazon Integration
○ Hyper personalized
○ Variable Cost, High Effort
○ Data Needed: Social information
and Address
Types of Direct Mail

17. Option 1: ABM “Lite” Approach
Adding some customization

18. Simple Customized Ads
Why use customization?
● Shows the prospect you know who they are
● Demonstrates you care about them in particular
● Actually uses your data to make a good impression
● Brings better results!

19. Simple Customized Ads

20. Simple Customized Ads
Using CRM Connectors

21. Simple Customized Ads
Ad Unit
CPL down 42%
vs test

22. Tokenized eGift

23. Simple Customized Handwritten Note Touch

24. Track Sends as Campaign Members
Map Campaign Member Statuses
Send Email Alerts/SMS Texts to Sales Team
Closing the loop - log delivery as activity in SFDC

25. Simple Customized Ads

26. Closing the loop - measure and see impressions in SFDC

27. Option 2: Full ABM Approach
Adding special personalization

28. Personalized Ads
What is personalization?
● Speaks to that specific person or persona
● Addresses their specific need
● Digs deeper into buyer personas

29. Example - Head of Marketing
Persona Head of Marketing
Needs Aggregate view of marketing campaigns and influence on sales
Pains Disparate tech silos, difficulty in reporting on marketing ROI
Conflicts With CFO, over validating budget
With VP of Sales over marketing influence
Goals Prove marketing ROI, Influence XX of revenue
Desires To spend more time on brand development and team training

30. Example - Digital Marketing Manager
Persona Marketing Manager
Needs Easier campaign execution, transparency in reporting, more leads at
less cost
Pains Increasing goals but limited budget to execute. No time to learn and
evaluating vendors.
Conflicts With Sales team on lead follow up and head of marketing for marketing
budget
Goals Promotion and recognition for high performing campaigns
Desires Be known as on the cutting edge of MarTech

31. Example - Chief Revenue Officer
Persona CRO
Needs Drive quarter over quarter revenue
Pains Not knowing how much to budget for HR
Conflicts With President for headcount budget and marketing for “quality” leads
Goals Deals, deals, deals
Desires To hit quota, earn bonus, and eventually be CEO of his own company.

32. Customer Journey Mapping Canvas

33. Let’s look at ads that
appeal to each persona

34. Persona based ads
Marketing Persona CMO PersonaSales Persona

35. Customized Direct Mail

36. Personalized SDR Follow Up

37. Persona Custom Boxes
- Content specific to a persona
- Sendoso Examples
- Target Audience: Sales and Marketing
- Two different audiences
- Radius 2-step Headphones campaign

38. Examples

39. Examples

40. Examples

41. Tiers of ABM
P2, P3
Lite ABM
Owned accounts
Scaled ABM + Inbound
~ 250 Account
Light research + data build out
$$
Automation with personalization woven throughout
~ 4000 Accounts
Automated touches OK
$
Industry and persona customization
~ 30 Accounts
Account plans
$$$
Every touch is personalized
P1
Classic ABM

42. Wrapping it up
● Always close the loop with sales
● Start with auto customization
● Train your SDRs to do the personalization work
● Look for tools that connect into SFDC

43. Q&A

44. Your Presenters
Sruthi Kumar
Global Marketing Manager
Sendoso
@sruthikkumar
Jessica Cross
Manager, Demand Generation
RollWorks
@JFayeSF