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Is Your ABM Strategy Ready for Technology?
The document discusses the importance of having a solid strategy before integrating technology in Account-Based Marketing (ABM). It outlines key considerations for implementing ABM technology, including infrastructure, account selection, engagement, sales enablement, and measurement. The presenters also highlight the need for clear metrics to demonstrate ROI and provide insights on effective technology stacks to support ABM initiatives.
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Is Your ABM Strategy Ready for Technology?
- 1. IS YOUR ABMSTRATEGY READY FOR TECHNOLOGY? ABM TECH TALK Christine Poll | Outsystems Tenessa Lochner | Demandbase
- 2. © 2018 DEMANDBASE｜SLIDE2 TODAY’S PRESENTERS TENESSA LOCHNER Senior Manager, ABM Education and Training Demandbase CHRISTINE POLL Manager, Field Marketing, North America Outsystems
- 3. AGENDA § When areyou ready for technology? § What are your options? § Real-world Tech Stacks § ABM Technology in Action § Q&A
- 4. WHEN ARE YOUREADY FOR TECHNOLOGY?
- 5. © 2018 DEMANDBASE｜SLIDE5 #1: Strategy #2: Technology
- 6. © 2018 DEMANDBASE｜SLIDE6 IF YOU SKIP STEP #1 § Use Case § Objectives § ROI NO
- 7. © 2018 DEMANDBASE｜SLIDE7 1. Goals & Objectives 2. Alignment 3. Target Account List Scope 4. Marketing Programs 5. Baselines & KPIs START WITH YOUR STRATEGY
- 8. © 2018 DEMANDBASE｜SLIDE8 START WITH YOUR STRATEGY Goals & Objectives Alignment Target Account List Scope Marketing Programs Baselines & KPIs And IF… THEN, it’s time for technology!
- 9. BUT WHERE DOYOU START?
- 10. © 2018 DEMANDBASE｜SLIDE10 TECHNOLOGY CAN HELP § Infrastructure: how do you track and execute your ABM strategy? § Account Selection: how do you get the RIGHT list in place? § Engagement: how do you get a relevant message to your targets? § Sales Enablement: Marketing’s done their job, how do you make sure Sales gets it over the finish line? § Measurement: How do you know what’s working? What’s not? What’s next?
- 11. © 2018 DEMANDBASE｜SLIDE11 INFRASTRUCTURE § Challenges these technologies solve: § Lead routing and prioritization § Reporting on accounts § Acting on accounts § Bad data ROLES EFFECTED: Marketing Operations Sales Operations Demand Generation Manager Sales/SDRs Events Manager Field Marketing Website Manager Content Manager Social Media Manager Creative/ Designer In-house Ad buyer Sales Enablement
- 12. © 2018 DEMANDBASE｜SLIDE12 ACCOUNT SELECTION § Challenges these technologies solve: § Too hard to scale manually § Need to update regularly § Need ways to combine data and practical knowledge Marketing Operations Sales Operations Demand Generation Manager Sales/SDRs Events Manager Field Marketing Website Manager Content Manager Social Media Manager Creative/ Designer In-house Ad buyer Sales Enablement ROLES EFFECTED:
- 13. © 2018 DEMANDBASE｜SLIDE13 § Challenges these technologies solve: § Having trouble reaching your targets with precision § Not delivering a targeted message to your most valuable segments § Wasting money bringing in accounts that won’t buy from you ENGAGEMENT Marketing Operations Sales Operations Demand Generation Manager Sales/SDRs Events Manager Field Marketing Website Manager Content Manager Social Media Manager Creative/ Designer In-house Ad buyer Sales Enablement ROLES EFFECTED:
- 14. © 2018 DEMANDBASE｜SLIDE14 SALES ENABLEMENT § Challenges these technologies solve: § You’re finding a lot of leads untouched § You’re sending over leads from Targets, but they aren’t converting to opportunities ROLES EFFECTED: Marketing Operations Sales Operations Demand Generation Manager Sales/SDRs Events Manager Field Marketing Website Manager Content Manager Social Media Manager Creative/ Designer In-house Ad buyer Sales Enablement
- 15. © 2018 DEMANDBASE｜SLIDE15 MEASUREMENT § Challenges these technologies solve: § You are trying to figure out the impact of each of your campaigns § You want to share insights with your sales teams about their accounts, beyond just leads § You are trying to figure out the messages that resonate most Marketing Operations Sales Operations Demand Generation Manager Sales/SDRs Events Manager Field Marketing Website Manager Content Manager Social Media Manager Creative/ Designer In-house Ad buyer Sales Enablement ROLES EFFECTED:
- 16. © 2018 DEMANDBASE｜SLIDE16 TECHNOLOGY INFORMS YOUR STRATEGY & EXECUTES IT § MEASUREMENT Use website analytics to identify most popular assets PER SEGMENT. This will inform your content strategy. § ENGAGEMENT Serve up the relevant (and consistent) content at the right time to the right segment on all channels. § ENABLEMENT Make sure you put that same information and content in the hands of Sales to reinforce that message.
- 17. © 2018 DEMANDBASE｜SLIDE17 § Identify someone (or a team of people) to own your stack § Train your team on it’s value and uses § Have clear metrics that will demonstrate ROI BEFORE YOU GO TOO FAR…
- 18. © 2016 DEMANDBASE# 18 SO HOW ARE YOU GOING TO PAY FOR ALL THIS TECHNOLOGY? $222K / year for New ABM Programs & ABM Technologies $465k FULL BUDGET CONTENT SYNDICATION WEBINAR SPONSORSHIPS DIGITAL ADVERTISING REGIONAL EVENTS SAVING BY ABM APPROACH $243k FULL BUDGET Standard B2B Marketing Spend ABM Optimized Spend RE-ALLOCATION OF RESOURCES
- 19. © 2018 DEMANDBASE｜SLIDE19 § Data § Scalability § Execution § Cost KEY CONSIDERATIONS FOR YOUR TECHNOLOGY INVESTMENT
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- 21. © 2018 DEMANDBASE｜SLIDE21 DEMANDBASE TECH STACK
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- 23. © 2018 DEMANDBASE｜SLIDE23 § Where is your next biggest need in the technology department? § What are your top 3 goals and how does your tech stack support it? § How do you manage your tech stack? § How do you integrate between departments? DISCUSSION
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- 25. © 2018 DEMANDBASE｜SLIDE25 DEMANDBASE COMBINES AI + ABM TO AUTOMATE ACTIONS Hyper-Targeted Ads by Account & Persona Website Content Personalization Buyer Journey Optimization Account-Based Sales Insights Account Selection and Intent Insights Action Data ARTIFICIAL INTELLIGENCE
- 26. © 2018 DEMANDBASE｜SLIDE26 OUR USE CASE: THE AE TOP 30 § TAM: All companies that could buy from you § TARGET MARKET: Accounts that are suitable clients – meet your ICP § DB4K: Our focus of 4000 accounts – 100-150 accounts per sales rep, and those showing buying intent § AE TOP ACCTS: Top 15% of the Target Account List that is the primary focus for Sales & Marketing § OPPORTUNITY: Any account that is engaged in a Sales Cycle – MQL+ TAM Target Market DB4K AE Top 30 Opportunity/ Customers
- 27. © 2018 DEMANDBASE｜SLIDE27 ACCOUNT SELECTION FOR AE TOP 30 § We had always done it manually § But we wanted to add intent
- 28. © 2018 DEMANDBASE｜SLIDE28 ONCE WE KNEW WHO TO TARGET… § Targeting § Site Optimization
- 29. © 2018 DEMANDBASE｜SLIDE29 WE WERE GETTING THESE ACCOUNTS ENGAGED… § Conversion
- 30. © 2018 DEMANDBASE｜SLIDE30 HOW DID WE KNOW IT WAS WORKING?
- 31. § Check outour Vendor Guide to help with technology selection § Set up a demo with Demandbase § Ask me to talk to your team about how to connect ABM strategy to Demandbase technology NEXT STEPS
- 32.