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Marketing Loves Sales 2016 Presentation
- 1. GET A SEATAT THE TABLE: How ABM Helps
- 2. WHAT METRICS SHOULD MARKETINGCARE ABOUT? CPC CPL CTR Follows Visits Likes Shares $Pipeline SourceMQL SQL SAL
- 3. IT’S AN ACCOUNTBASED WORLD Every department in your company uses account based success metrics SALES FINANCE CUSTOMER SUCCESS MARKETING
- 4. Laser focused onhighest opportunity prospect companies Reach only the decision makers & influencers that are right for you THE VALUE OF ABM: Transparent return on marketing investment Efficient Targeted Better AlignmentRelevant Deliver the right message at the right time Bringing sales and marketing together
- 5. 69% of B2B marketers planto increase their ABM spend within the next year Source: ITSMA 15% of current B2B marketing budgets go towards ABM programs
- 6. THETRADITIONALABMPROCESS IDENTIFY accountsto target CREATE content your prospects are looking for ENGAGE at every stage of the buying process MEASURE in real-time to optimize for maximum ROI
- 7. WHO COMES UPWITH THESE ACCOUNTS? TERRITORY LISTS VERTICALSSALES WISH LIST Marketing Healthcare Business Technology HR Manufacturing Construction Real Estate Finance Government
- 8. *Source: ThinkWithGoogle Prospects arelooking for solutions, not your company If you don’t engage your accounts with relevant messaging, they are less likely to trust your solutions 71% of B2B research begins with a general query*
- 9. Knowing who isin market for your product is the single most important piece of insight a marketer can have
- 10. Identify EVERYaccount in-market for your products now Identify ALL the B2B influencers and decision makers within your target list of accounts Identify the MOST important topics of interest in those companies IDENTIFY
- 11. IDENTIFYING INTENT 4,200,000,000 B2Bintent interactions recorded 400,000,000 B2B decision makers tracked 2,000,000 B2B enterprises 1,600+ publisher sources 15 verticals White Paper Download Attended Webinar Read Case Study Viewed Infographic Article Interest Search Watched Video Social Activity IP Address
- 12. DATA DRIVEN APPROACHFOR ABM DATA DRIVEN PLATFORM FOR ABM Unify Multiple Data Sources Activate across many media channels Leverage account level engagement and attribution INTENT DATA INSTALL BASE CROSS DEVICE PREDICTIVE 3rd PARTY 1st PARTY DATACHANNEL VIDEO NATIVE CONTENTSOCIAL PROGRAMMATIC DIRECT PUBLISHERS
- 13. The buying committeesare larger and more diverse than ever Using single channel marketing strategies will not get your message out at the scale you need Members of the buying committee are simultaneously at different stages of the buying process *Source: SiriusDecisions
- 14. WHEN DOES ITMAKE SENSE TO NOT BE ACCOUNT BASED? TARGET ACCOUNT TARGET ACCOUNT TARGET ACCOUNT Where should I spend and measure? or AWARENESS MARKETING CHANNEL ENGAGEMENT MARKETING CHANNEL CONVERSION MARKETING CHANNEL
- 15. Marketers are shiftingtoward data driven marketing programs Validating the effectiveness of your data and media is complex Traditional media platforms offer legacy metrics that won’t help you understand who you are reaching
- 16. PERFORMANCE MEASUREMENT Who becamea Sales opportunity after engaging with your campaign? How accurate is the data and what target audience did your campaign reach? Identifying visitors to website after engaging with campaign? Was there lift in targeted traffic? VALUE ATTRIBUTION Indicator for distribution and scale BE AWARE OF: Mistaken clicks, high fraud rate, multiple clicks by same users CLICKS SALES SALES OPPORTUNITIES WEBSITE VISITORS DATA TARGETING VERIFICATION
- 18. ACCOUNT PENETRATION Validate howyour ABM program is leveraging multiple channels to deliver your message to your target accounts at scale Account Reach DISPLAY Validate how you are engaging with the right accounts
- 19. ACCOUNT ENGAGEMENT Validate howextended exposure of your content is generating lift in site visits from your target accounts Inform your content strategy based on the most effective assets Define your content strategy based on the topics your prospects are most interested in
- 20. ACCOUNT 360 Insights thathelp you validate your account engagement and inform your content & nurturing tactics Identify the topics the account is showing the most interest in Validate your engagement with each account across your media programs Identify the installed technologies your target accounts are currently utilizing
- 21. 360o VIEW INTO ACCOUNTIMPACT ACCOUNT TARGETED? SURGING? IMPRESSIONS EXPOSURE TIME SITE VISITS LEADS aa.com Yes Yes 374 4 52 3 basf.com Yes No 1,052 12 14 1 boeing.com Yes Yes 2,752 20 369 0 capgemini.com Yes Yes 462 7 54 4 capitalone.com Yes Yes 616 4 27 2 cmegroup.com Yes Yes 2062 17 79 3 halliburton.com Yes Yes 11,463 52 279 2 lexisnexis.com Yes Yes 1,229 14 39 2 pg.com Yes Yes 742 6 18 3 siemens.com Yes Yes 467 4 33 9
Editor's Notes
- #2 Story about sharing a beautiful marketing dashboard with management team and the response it got. The first time we sent, the CEO said something vague like “a good initiative”. At least wasn’t negative. We didn’t get “where do I unsubscribe?” “I need a glossary of terms to make sense of what you sent. What does this mean?”
- #3 And that’s the problem. What we typically measure is something that only we (or our peers) understand. What should we measure? Marketing metrics that measure the performance of marketing programs help only marketing understand their performance. CEO is not looking for how well you manage your programs. He wants to know how his investment in marketing is helping him grow the business. Marketing metrics around leads make you a clearing house of leads Leads quality Volume of leads “Good Leads” And if you get to what’s happening with your leads and the follow up – you’re going to lose in the squabble with Sales Metrics around audience engagement equate marketing with social media managers “getting paid for hanging out on Facebook and Twitter”
- #4 What will a sales reps response be to“so what’s the next big thing that you’re working on?” Account Name Not, Title/Name of person they are talking to Product Demo they’re about to give Email they’re about to send
- #7 At its core, the ABM 1-2-3 is: Identify list of accounts Market to those accounts Measure performance. Rinse. Repeat. Madison Logic’s Activate ABM solution provides stronger capability in each of these steps to provide more efficient and effective ABM programs
- #8 Show of hands
- #9 Identify along the top – two tactics at bottom – across display advertising & lead generation CHANGE lead generation to LEAD GEN for SMB/mid-market
- #10 Knowing who is in market for your product is the single most important piece of insight a marketer can have It’s all about intent and this is what our business is based on Its becoming and more important…why?
- #11 Lots of Intent solutions in the market.
- #12 Talk about the content creation strategy
- #14 Identify along the top – two tactics at bottom – across display advertising & lead generation CHANGE lead generation to LEAD GEN for SMB/mid-market
- #15 Buying journey not linear, so focusing ABM on only one channel is not effective At the Lead gen stage, SLAs have made sure that a focus on accounts is easy, but for other channels if you’re only focusing at the channel performance level there is waste Finally Attribution – lead attribution is a TRAP; each channel needs to get credit.
- #17 Identify along the top – two tactics at bottom – across display advertising & lead generation CHANGE lead generation to LEAD GEN for SMB/mid-market
- #24 First four paragraphs – how do we identify surge--- you want to know which accounts are in market, we identify that through intent
- #25 Take the leadership with ABM – identify accounts, reach and engage them through multiple channels and measure by account.