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Insights for Account Based Marketing success in InfoSec.
- 1. Account-Based Marketing for Information Security (InfoSec) Industry Todd Lebo Milap Shah Practitioner’s insights into making ABM successful
- 2. Today’s Speakers Todd Lebo Chief Marketing Officer| Ascend2 Todd is passionate with discovering what really works in marketing and helping marketers apply those findings to their marketing programs. At Ascend2, Todd helped develop a research-based marketing methodology that is used by marketing technology firms and agencies to generate demand and supplement content. Prior to joining Ascend2, Todd led the MarketingSherpa marketing, content, research and business development teams. Milap Shah Executive Chairman & Founder| Nexsales Milap is a fervent believer in adapting and evolving growth hacking techniques to help marketing and sales leaders succeed. In developing an AI-based lead data platform for Information Security, the RightLeadsTM team brought together elements of AI and Data Science with proven demand generation frameworks. Prior to this, Milap led business development for GeP, and was a management consultant with Accenture.
- 3. ABM Works!
- 4. ABM Works - across the board!
- 5. ABM adoption is high in InfoSec Survey of marketers conducted by RightLeads between Jan 2018 – July 2019 748 respondents across over 450 InfoSec companies Has your company adopted an Account Based Marketing Strategy? YES 59% NO 41%
- 6. ABM in the real world Personalized experience on your website.
- 7. ABM in the real world Personalized experience with email and content delivery.
- 8. ABM at work in the InfoSec world…. Achieved: 7 SF Bay Area-based Malware Isolation Platform FOCUS: Accounts buying advanced end-point protection
- 10. What are the Challenges to ABM?
- 11. InfoSec Specialist >> With 300k+ leads: Mass Datasets X RightLeads 6X Rich Account Data is foundational to ABM
- 12. What are the Challenges to ABM?
- 13. Personalizing Content is key to ABM Rich account intel enables personalized messaging Content Library CISO Security Research Manager Enterpris e Security Architect Risk Mgmt SOC } Antispam Cyber security specialty More relevant messaging = Better engagement = Higher Conversions
- 14. What are the Challenges to ABM?
- 15. Scoring and Targeting in ABM: AI at Work
- 16. Data & AI Driven Marketing
- 17. Marketing Resource Effectiveness Survey Most difficult tactic to deploy: Data & AI driven marketing What tactics are difficult to deploy in ABM?
- 19. Practical Application of AI: Heat Index AI Engine “Heat Index” =Tracking of 1,000+ markers >100 MM web pages + >4MM phone dials + >10 MM contacts HOW? Supervised Machine Learning Heat Index score prioritizes leads, so Marketers and SDRs can score wins!
- 20. Data & AI Driven Marketing
- 21. Want to rev up pipeline acceleration? Please connect with Milap Shah Executive Chairman & Founder| RightLeads milap@rightleads.io (408) 831-3802 Tel: +1-408-831-3800 Fax: +1-408-831-3700 20660 Stevens Creek Blvd, #129 Cupertino, CA 95014 RightLeads Focused on Cybersecurity. Powered by AI.
Editor's Notes
- Nexsales – needs to add Milap section
- Todd placeholder – 1 – 1.5 minutes
- Milap: < 1 minute
- Todd – How do you get started and what does ABM look like? ABM campaigns are personalized and can be email, content, website experience, retargeting, direct mail, etc. It all starts identify targets and start marketing programs around that. I have two examples for you. First a personalized website experience. Milap – Talks about Cyberinc with numbers: stats around the TAM, MQLs, SQLs, POCs and funnel progression around that (Stay away from explaining in detail – the numbers do the talking) Keep some of the numbers and tease out the others through “shoot me an email for more specifics….”
- Todd – This second example is a personalized email and content experience. It all starts with targeting your audience and what data you have regarding your audience. The more data you have, the more targeted and personalized you can make your marketing campaigns. Milap – Talks about Cyberinc with numbers: stats around the TAM, MQLs, SQLs, POCs and funnel progression around that (Stay away from explaining in detail – the numbers do the talking) Keep some of the numbers and tease out the others through “shoot me an email for more specifics….”
- (talk through the wins) I like this example because this company had some smart marketers, and they got the basics of ABM right: #1. You need to dive deep and mine target accounts, for ABM to work. They effectively had 10X more coverage than the competition: exclusively InfoSec decision-makers/ influencers #2. You need to micro-segment and personalize: this company used RightLeads to identify users of a specific IT Security sectors - Endpoint Protection, in their case – while filtering out specialists in adjacent sectors like Data Loss Prevention, Firewall, Enterprise Mobility, Secure Gateways, Identity & Access Management and so on #3. You need to pick your battles, and prioritize smartly: In an intensive outbound campaign, it’s nearly impossible to spray and pray because you’ll run out of steam quickly. By using AI to rank their leads, the sales development team in this company was really able to stay focused and achieve remarkable results
- This module 7-8 minutes Todd -- ‘we’re going to start drilling down on the challenges and the solutions around that Light touch to #1 as Engagio etc. Slight emphasis on #2 and #3 and #6 Then tees of a question to Milap on #2; and then similar pattern on #3 and #6 ~ 1.5-2 minutes #2) Todd: 25 years plus and the need for data has just gotten a whole lot more intensive #6) Todd: So much to do, limited resources and increasing competition for niches – so better pick your battles and increase probability of success….therefore account scoring is important. Baseball metaphor? (How additional knowledge is a neat hack!)
- If there’s one thing I’ve learned, it is that ABM needs great data for it to work.
- This module 7-8 minutes Todd -- ‘we’re going to start drilling down on the challenges and the solutions around that Light touch to #1 as Engagio etc. Slight emphasis on #2 and #3 and #6 Then tees of a question to Milap on #2; and then similar pattern on #3 and #6 ~ 1.5-2 minutes #2) Todd: 25 years plus and the need for data has just gotten a whole lot more intensive #6) Todd: So much to do, limited resources and increasing competition for niches – so better pick your battles and increase probability of success….therefore account scoring is important. Baseball metaphor? (How additional knowledge is a neat hack!)
- #3) Todd: Hyper-personalization research/ and now hyper segmentation as a requirement to make ABM more viable…….and so how does one do that? Milap…….hyper segmentation as market solutions become more mature is the name of the game. Used to be that when you were selling cybersecurity products, it was enough to go by somebody in the CISO office….now 85+ roles and hyper targeted content around that
- This module 7-8 minutes Todd -- ‘we’re going to start drilling down on the challenges and the solutions around that Light touch to #1 as Engagio etc. Slight emphasis on #2 and #3 and #6 Then tees of a question to Milap on #2; and then similar pattern on #3 and #6 ~ 1.5-2 minutes #2) Todd: 25 years plus and the need for data has just gotten a whole lot more intensive #6) Todd: So much to do, limited resources and increasing competition for niches – so better pick your battles and increase probability of success….therefore account scoring is important. Baseball metaphor? (How additional knowledge is a neat hack!)
- Scoring and targeting ideal accounts is at the heart of ABM anyway ---- and AI lets you do that in ways that wasn’t possible before Scoring is a lot more sophisticated: there’s more data, and pick off the baseball metaphor around “guessing” the next ball….. How machine learning plays into that and how it gives you an “unfair advantage” over the competition…..
- Todd: we know AI is becoming a reality; in software platforms and automation platforms etc.….skills and resources needed are pretty scarce in order to make it work…. Machine learning is a progressive process and the pieces of the puzzles need to fall into place. STARTING WITH THE GOOGLE EXAMPLE. WHY? IT IS VERY INCISIVE, EVERYBODY UNDERSTANDS THIS ANALOGY AND DIRECTLY HITS OUT AT DISCOVERORG & CO Every experienced marketer knows that identifying an ideal prospect is an intricate process. Attributes such as size of the company or industry or generic job titles such as IT Security manager don't completely cut it. An ideal prospect does not have to be convinced that they need your solution - through their experience and training, they are already thinking on those lines. Having such prospects also indicates that the company is more aligned to making appropriate investments. CAN WE ADD AN EXAMPLE OF THE HUMAN ASPECT (SWISS CHOCOLATES OR ASIAN POPULATION & SHOE SIZE) OF AI HERE? WHY? THIS VIDEO IS TO BE ABOUT AI / ML. TALKING ONLY OF INFOSEC MARKETING WILL MAKE IT DRY. SHARING BROADER EXAMPLES WILL ENGAGE THE AUDIENCE BETTER. COMMENTS? HAVE DONE SOME MICRO PRUNING OF WORDS HERE AND THERE, PRIMARILY TO SIMPLIFY AND TO SHORTEN.
- Let’s begin with an excellent rendition of AI – everyone’s favorite search engine, which, of course, is Google. In a Google search you pretty much find the right results on the first page. It’s relevant, it weeds out the wrong results – it just works! Then, why are we okay with marketing lead data providers that return millions of results - when only a small fraction of them are probably relevant. With Lead datasets, this is exactly the problem - how do we identify relevant influencers and decision makers and nothing else - So that marketer can maximize conversions.
- We collected huge volumes of data: through indexing hundreds of millions of web pages, millions of phone calls and literally criss-crossing an entire universe of individual IT and Management contact profiles. We studied attributes of the universe of information security professionals and identified tens of thousands of potential markers going into details such as: does the individual have experience in encryption, have they written security policies, what is their inclination when it comes to intrusion detection software, does the company have a CISO, and so on. We applied supervised machine learning techniques to classify and re-classify individual suspects, based on the specific InfoSec sectors that were of relevance to our users. Collaborating with industry experts, we cross-correlated these attributes with a real-world understanding of the likelihood of conversion. The outcome was remarkable because the simplicity of the “Heat Index” score masked an incredibly sophisticated AI algorithm and big data exercise.
- Through machine learning, we created recipes that would reliably predict lead relevancy - and boiled it down to the RightLeads heat index. We gave our users an opportunity to self-identify with the InfoSec sectors that best described their product – and gave them a dynamic Heat Index score that was tailor made for them. In addition, we gave access to the prospects' various specialties so that marketers could use these powerful insights to selectively choose how they engage with the prospects with their specific offering – terms like Application Security, Secure Operations, Data Privacy, Privacy Protection, Security Assessment etc. . Of course, our InfoSec marketers still have access to the firmographic filters that they’re accustomed to for further nuances – so it’s really the best of both worlds. Our users are seeing at least an 66% increase in conversions. But the advantage just doesn't stop there. Marketers are no longer inundated with useless leads - they are quickly able to identify whether a prospect is a decision maker, an influencer or just a user - an enormous time savings for your marketing managers who can now focus on their key task of closing sales.