Make ABM Actually Work: a Blueprint forwardtops
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Afraid your multi-channel marketing is getting lost in the noise? Engaging potential customers on different channels doesn’t work if those channels aren’t working together. Join RollWorks Manager of Demand Gen, Jessica Cross, for her behind the scenes look at first-hand lessons learned, actionable tips, and a blueprint for ABM success. Whether you’re a seasoned ABM specialist or just starting out, there will be something for you in this comprehensive session. Attendees will learn how to create a full-fledged account-based marketing campaign that stands out from your competitors: - Create different tiers of personalization in your marketing. - Customize your messaging for multiple buyer personas. -Coordinate direct mail and display ads to make a big impression.
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Make ABM Actually Work: a Blueprint forwardtops
- 1. Make ABM Actually Work: A Blueprint Forward
- 2. Who am I? Jessica Cross Manager, Demand Generation RollWorks Interests: Pottery, finding new vegan recipes, birding, working with my sales team, and being a Marketo Champion!
- 4. Delivering marketing ROI for thousands of B2B companies worldwide.
- 5. Make ABM Actually Work
- 6. 7 overly simplified steps to implementing ABM 1. Identify named account list 2. Identify decision makers and build personas 3. Data Mapping - lead to account mapping, data preparation 4. Customer journey mapping 5. Craft messaging and content for accounts and key personas 6. Craft and execute campaigns 7. Review results and repeat steps
- 7. 7 overly simplified steps to implementing ABM 1. Identify named account list 2. Identify decision makers and build personas 3. Data Mapping - lead to account mapping, data preparation 4. Customer journey mapping 5. Craft messaging and content for accounts and key personas 6. Craft and execute campaigns 7. Review results and repeat steps
- 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. ABM at Scale 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
- 10. What are the key phases of our customer journey? ConsiderationAttract LiveOnboardingProposal
- 11. A customer's view of the journey What is ABM Advertising? How does RollWorks Work? What if I don’t have a target account list? Am I activating my key accounts with RollWorks? Why do I need to pay a platform fee? Can I just use Google/FB or Terminus to do this? What is the difference between RT and Lead Locator? How do I engage my key accounts? Do I have budget to do this? Does RollWorks drive quality leads? Let’s Test RollWorks! ConsiderationAttract LiveOnboardingProposal
- 12. A customer's view of the journey What is ABM Advertising? How does RollWorks Work? What if I don’t have a target account list? Am I activating my key accounts with RollWorks? Why do I need to pay a platform fee? Can I just use Google/FB or Terminus to do this? What is the difference between RT and Lead Locator? How do I engage my key accounts? Do I have budget to do this? Does RollWorks drive quality leads? Let’s Test RollWorks! ConsiderationAttract LiveOnboardingProposal Account-based advertising Demonstrate Value QBR Decks Platform Fee Validation Case Studies How RollWorks Works Easy steps to ABM Onboarding check list Use
- 13. Campaign Theme
- 14. Make a meaningful connection with RollWorks Campaign Theme
- 15. The image and inspiration Intersecting circles represents the connection being made Color palette
- 16. Outbound Assist for all in one slide ConsiderationAttract LiveOnboardingProposal Pipeline Accelerator AdsLead Locator Ads Email Meeting Phone Contract Contact Enters Pipeline DirectMailSalesPlay Door Opener Post-Demo Kit Proposal Kit Welcome Kit Meeting Phone Milestone Kit Email
- 17. Attract Stage - Ads by Persona Sales PersonaMarketing Persona CMO Persona
- 18. Attract Stage - Door Opener with Coffee Hand written note from sales rep: “Based on first impression, I think we are a match. Let’s connect over coffee and I’ll explain why”
- 19. Consideration Stage – Personalized Ads SiriusDecisio ns
- 20. Consideration Stage – Thank you “Thanks for connecting with me. Check out our guides for some ABM inspiration, and I’ll be in touch to discuss how you can start making some meaningful connections of your own.”
- 21. Proposal Stage - Power of Connections “To show the power of our RollWorks platform connectors, I’ve included our Oracle Dyn success story so you can see how those connections pay off. Enjoy the gift and I’ll follow up with next steps.”
- 22. Proposal Stage – Social Validation Message
- 24. Ad Unit CPL down 42% vs generic ad SiriusDecisio ns vs. Some results
- 25. Some results Prospects who received our door opener kit were 3x more likely to book an appointment
- 26. Questions?
- 27. Thank you!
Editor's Notes
- The importance of executive support and tips to achieve alignment Creating a target account list Questions: Do you feel that your sales and marketing teams are aligned at your company? Who owns more of the ABM conversation-- sales or marketing? Do you already have a target account list? [Ask for a raise of hands] Was it sourced by Marketing? Was it sourced by Sales Was it sourced using a vendor? [Predictive Analytics] Was it sourced using internal DataSci/BI team? A combo of the two? Other? Follow-up: For those of you with a target account list how would you describe this process? Great? Challenging? [Try to get a good mix of responses based on how it was sourced] Follow-up: Let’s take one example and go a few steps deeper [Ask who is comfortable sharing more about their Target Account list structure] How many do you have? What are the tiers? What are they based on? Biggest learning from the process? For those who do not have a TAL list: What roadblocks do you have? Follow-up: Any advice from the group on how you worked around this? Do you need to have your TAL list complete before moving into execution? From our team: We have seen great success with customers who have not fully defined their TAL, ourselves included. The reason is that when you move into execution, the process is fully automated and optimized, meaning the accounts that are in market, showing intent to buy, that fit your profile, etc. are more likely to respond… these in turn move more quickly to SQLs and your sales pipeline; while those who were not the right fit will not progress - giving you reason to revisit the list as the program advances
- Belly Band around the notebook and the guide with the “prepared for Jessica Cross” Or instead of belly band we do a sticky note and write a note from the NBS’ name. We are a match. Send ABM with RollWorks. Personalized the notebook. Belly band around the notebook and the booklet with their initials. Notebook then has pages with guides to ABM and different check lists Picking account list Segment
- Journey on our relationship. How do we solidify the connections. Connectors. Locks. Keys. If we’re going to enter into this partnership is we want you to meet our friends. In any relationship, when you’re ready to go to the next level you want to meet their friends. So allow me to introduce one of our successful customers If we’re going to enter into this partnership is we want you to meet our friends. Old school measurement versus new school measurement Find which campaigns are doing well with this RollWorks branded highlighter and magnifying glass. Or branded calculators. Connecting your data silos for you. We can save you the trouble of how to find the ROI on your digital campaigns. Demonstrate value can be proof point ONe pagers that speak to ur specific integrations and why they are so important Direct mail with a magnifying glass and printed excel spreadsheets. Notebook - KASH needs specs Big box And a printed case study from Dyn highlighting why they have a platform fee and the ROI they saw. Let’s seal the deal. Here is a customized seal for you to use https://www.papersource.com/item/Custom-Stamp-Gift-Box/6000_012/10003324.html