The benefits of using account-based marketing in your Demand Generation team are considerable: by getting as many engaged, qualified accounts as possible, your conversion rate will be higher and you'll find that Marketing and Sales are (gasp!) more aligned. Sounds great, doesn't it? But how do you even find the resources to make it happen?
Join Jessica Cross, Manager of Demand Generation at Rollworks, as explains how to build your Demand Generation team to best carry out ABM - even if your team is small. In fact, her own team has 3 people!
The world’s fastest growing companies are using chatbots to generate leads 24/7/365–but much of Conversational Marketing is still a myth to the majority
of marketers. This session will shatter the myth and provide practical insights that can turn your website into a world-class showroom that provides every visitor with an experience that leaves them feeling like a VIP.
Sales and Marketing: The New Power Couple Has ArrivedDemandbase
Most modern businesses understand that today’s B2B sales cycle requires insight between sales and marketing teams and that operating in silos can be a major setback to success. You need a strategy for tackling the three biggest issues that divide your teams so you can turn your Marketing and Sales organizations into one unstoppable super team.
Account-Based Sales Development and ABM: How to Create the Perfect CampaignDemandbase
We all know that Marketing and Sales alignment is central to ABM success, but this alignment goes beyond just having shared metrics. Marketing and Sales need to work together to share insights, create personalized messages and leverage the right technology to reach their target accounts. As the creator of Account-Based Sales Development (ABSD), Lars Nilsson will discuss how to create a successful, integrated ABSD campaign.
Pipeline
Finding time to bring in a steady flow of new customers can be quite the challenge for a small
business sales team. This is often caused by issues such as:
•
Inability to route leads to the appropriate sales rep
•
Lack of information on potential clients
•
Inadequate knowledge about a prospect before calling
•
Poor visibility and forecasting of future pipeline.
A CRM app allows sales reps to store the data on prospects so the information’s ready at each
interaction. Plus, it quickly provides metrics related to visibility and forecasting.
The world’s fastest growing companies are using chatbots to generate leads 24/7/365–but much of Conversational Marketing is still a myth to the majority
of marketers. This session will shatter the myth and provide practical insights that can turn your website into a world-class showroom that provides every visitor with an experience that leaves them feeling like a VIP.
Sales and Marketing: The New Power Couple Has ArrivedDemandbase
Most modern businesses understand that today’s B2B sales cycle requires insight between sales and marketing teams and that operating in silos can be a major setback to success. You need a strategy for tackling the three biggest issues that divide your teams so you can turn your Marketing and Sales organizations into one unstoppable super team.
Account-Based Sales Development and ABM: How to Create the Perfect CampaignDemandbase
We all know that Marketing and Sales alignment is central to ABM success, but this alignment goes beyond just having shared metrics. Marketing and Sales need to work together to share insights, create personalized messages and leverage the right technology to reach their target accounts. As the creator of Account-Based Sales Development (ABSD), Lars Nilsson will discuss how to create a successful, integrated ABSD campaign.
Pipeline
Finding time to bring in a steady flow of new customers can be quite the challenge for a small
business sales team. This is often caused by issues such as:
•
Inability to route leads to the appropriate sales rep
•
Lack of information on potential clients
•
Inadequate knowledge about a prospect before calling
•
Poor visibility and forecasting of future pipeline.
A CRM app allows sales reps to store the data on prospects so the information’s ready at each
interaction. Plus, it quickly provides metrics related to visibility and forecasting.
How to integrate print into your customers’ campaigns with marketing automationmindfire.agency
Marketing campaigns that effectively integrate print with online channels are in high demand. We will show you how you can use marketing automation technology to generate high-profit recurring print revenue by making direct mail an integral part of your customers’ marketing campaign workflow.
Gershon Alon, Workflow Solutions Manager at HP Indigo, Kraig Schmitt, Creative Director at PIP Printing, Dave Rosendahl, MindFireInc Co-founder, and Joe Manos, Executive Vice President at MindFireInc, will present this free 60-minute webinar on February 18, 2014 at 8 am PST.
Join us for this free webinar and learn how to:
-- Find customers that benefit from marketing automation, and sell them more profitable services.
-- Increase your print revenue by innovative use of direct mail in conjunction with email, text, voice, social and web channels.
-- Create a predictable recurring revenue stream by offering “ongoing” lead generation and lead nurturing campaigns.
We will showcase several real-world examples of effective marketing campaigns that your customers need today. You’ll learn all you need to know on how to start growing your revenue with marketing automation.
After talking to thousands of customers, what we’ve heard loud and clear (and maybe you’ve felt this, too) is that something is broken with the way we market and sell.
Over the past several years, we’ve become obsessed with tracking and measuring every metric imaginable: hits, clicks, emails, dials, and so on.
We’ve become so focused on things like A/B testing, retargeting, email blasts, robocalls, form fills, marketing-qualified leads (MQLs), and sales-qualified leads (SQLs), that we’ve lost track of what really matters.
At some point, being data-driven started being more important than being customer-driven.
As a result, the buying experience most companies provide has become cold and impersonal. For many marketing and sales teams, their leads have become faceless entities that exist only inside of spreadsheets -- they aren’t treated like actual people.
Not only is it a terrible experience for potential customers, it’s also bad for business.
There’s a reason why only 43% of people answer cold calls, and the average email open rate is about 20%, and the average landing page conversion rate is just 2.35% …
The way we’ve been doing marketing and sales is broken.
The good news? You already know how to fix it, because the solution has always been there:
We need make business personal again.
So that’s exactly what we’re doing, and thousands of businesses are doing it with us. And the way we’re doing it is by putting one-to-one communication and dialogue back at the center of everything.
We’re replacing traditional marketing with conversational marketing.
Keep reading to learn more about what conversational marketing is, what kind of results it’s been driving for businesses, and how you can implement conversational marketing at your business.
The way people research and buy products has fundamentally shifted.
These days, people prefer having conversations over filling out lead capture forms (81% don't fill out the form when they encounter gated content).
And 66% prefer real-time messaging for talking to businesses over any other communication channel.
To help you better understand what this new marketing and sales landscape looks like, we teamed up with our friends at Clearbit to create the first-ever State of Conversational Marketing report.
How To Set Up A Powerful Sales Funnel PowerPoint Presentation SlidesSlideTeam
How To Set Up A Powerful Sales Funnel PowerPoint Presentation Slides are designed to cater to sales professionals and marketers. Use this comprehensive PPT deck to represent the sales funnel of your organization. Illustrate the sales pipeline with the help of this professionally designed PowerPoint presentation. Convey how to boost sales through a sales pipeline. Demonstrate how your organization can work towards growth. Depict various sales drivers like sales pitches and business strategies. Explain your firm’s sales process using state-of-the-art data visualization tools featured in this PPT presentation. Showcase sales trend analysis in a dashboard-style diagram. Our PowerPoint theme also assists you in consolidating the customer journey map. Make use of the tabular format to compile the different stages at a glance. Communicate benchmarks for sales operations based on the performance of your competitors. Elucidate sales team productivity, and sales operations maturity assessment through our versatile PPT presentation. So, hit the download button and begin instant personalization. Our How To Set Up A Powerful Sales Funnel PowerPoint Presentation Slides are explicit and effective. They combine clarity and concise expression. https://bit.ly/3lu71I9
Recruiting + Sales = Success: The Salesforce.com Story | Talent Connect Vegas...LinkedIn Talent Solutions
One organization that truly embraces the philosophy that Recruiting = Sales is Salesforce.com. In this session Mike Euglow and Jesper Bendtsen will share Salesforce.com’s talent acquisition strategy, tactics, and results.
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Follow the LinkedIn company page: http://linkd.in/1f39JyH
Tweet with us: http://bit.ly/HireOnLinkedIn
Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
Bowery Capital - Guide To Startup Sales ToolsNic Poulos
Bowery Capital is a VC based in NYC & SF investing in early-stage business software startups. We accelerate our portfolio companies' growth by focusing squarely on support around early customer acquisition. We've helped many B2B startups build & scale sales teams and know that sometimes you need the right tools to win. So we thought it would be helpful to aggregate some of our team's & founders' learnings around early-stage sales tools that work. We hope startups will find this resulting guide to be helpful and encourage everyone to reach out via Twitter, LinkedIn or email with any feedback so we can update & improve it over time!
Learn how to make sense of two approaches to managing customer interaction and engagement: CRM (Customer Relationship Management) and MA (Marketing Automation). In this presentation, you will learn:
-101-level marketing technology definitions
-When and how to use what platform
-Best practices & success stories for marketing and sales teams
A Winning Digital Ad Strategy: How to Optimize at Every Stage of the FunnelMarketo
Digital ads are an essential component to any good marketing campaign. Watch Paulo Martins, Head of Digital Marketing at Marketo, and Scott Minor, Marketing Program Manager at Marketo, for their webinar, A Winning Digital Ad Strategy: How to Optimize at Every Stage of the Funnel. They dive into the digital campaigns they run at each stage of the funnel, as well as the KPIs they look at to ensure their focus is in the right place.
Presented to over 1500 registrants for the American Marketing Association, this presentation explains the changing role of the traditional B2B marketer into the revenue-focused marketer.
The Future of Demand: What to Expect in the Next 1, 5 and 10 YearsDemandbase
Get ready to dive into data that will show you the future of marketing, both near and long term. In this session, you’ll learn how to benchmark yourself to see where you currently stand on the marketing maturity model and how your job will change as AI becomes a new team member. Come with an open mind–your future success depends on it.
We had an awesome event on February 19th, 2020 talking all about PPC marketing with Kyle Shurtz from Avalaunch Media and Navha Hopkins from Hennessey Digital.
Learn more about our events at https://www.utahdmc.org/
How to integrate print into your customers’ campaigns with marketing automationmindfire.agency
Marketing campaigns that effectively integrate print with online channels are in high demand. We will show you how you can use marketing automation technology to generate high-profit recurring print revenue by making direct mail an integral part of your customers’ marketing campaign workflow.
Gershon Alon, Workflow Solutions Manager at HP Indigo, Kraig Schmitt, Creative Director at PIP Printing, Dave Rosendahl, MindFireInc Co-founder, and Joe Manos, Executive Vice President at MindFireInc, will present this free 60-minute webinar on February 18, 2014 at 8 am PST.
Join us for this free webinar and learn how to:
-- Find customers that benefit from marketing automation, and sell them more profitable services.
-- Increase your print revenue by innovative use of direct mail in conjunction with email, text, voice, social and web channels.
-- Create a predictable recurring revenue stream by offering “ongoing” lead generation and lead nurturing campaigns.
We will showcase several real-world examples of effective marketing campaigns that your customers need today. You’ll learn all you need to know on how to start growing your revenue with marketing automation.
After talking to thousands of customers, what we’ve heard loud and clear (and maybe you’ve felt this, too) is that something is broken with the way we market and sell.
Over the past several years, we’ve become obsessed with tracking and measuring every metric imaginable: hits, clicks, emails, dials, and so on.
We’ve become so focused on things like A/B testing, retargeting, email blasts, robocalls, form fills, marketing-qualified leads (MQLs), and sales-qualified leads (SQLs), that we’ve lost track of what really matters.
At some point, being data-driven started being more important than being customer-driven.
As a result, the buying experience most companies provide has become cold and impersonal. For many marketing and sales teams, their leads have become faceless entities that exist only inside of spreadsheets -- they aren’t treated like actual people.
Not only is it a terrible experience for potential customers, it’s also bad for business.
There’s a reason why only 43% of people answer cold calls, and the average email open rate is about 20%, and the average landing page conversion rate is just 2.35% …
The way we’ve been doing marketing and sales is broken.
The good news? You already know how to fix it, because the solution has always been there:
We need make business personal again.
So that’s exactly what we’re doing, and thousands of businesses are doing it with us. And the way we’re doing it is by putting one-to-one communication and dialogue back at the center of everything.
We’re replacing traditional marketing with conversational marketing.
Keep reading to learn more about what conversational marketing is, what kind of results it’s been driving for businesses, and how you can implement conversational marketing at your business.
The way people research and buy products has fundamentally shifted.
These days, people prefer having conversations over filling out lead capture forms (81% don't fill out the form when they encounter gated content).
And 66% prefer real-time messaging for talking to businesses over any other communication channel.
To help you better understand what this new marketing and sales landscape looks like, we teamed up with our friends at Clearbit to create the first-ever State of Conversational Marketing report.
How To Set Up A Powerful Sales Funnel PowerPoint Presentation SlidesSlideTeam
How To Set Up A Powerful Sales Funnel PowerPoint Presentation Slides are designed to cater to sales professionals and marketers. Use this comprehensive PPT deck to represent the sales funnel of your organization. Illustrate the sales pipeline with the help of this professionally designed PowerPoint presentation. Convey how to boost sales through a sales pipeline. Demonstrate how your organization can work towards growth. Depict various sales drivers like sales pitches and business strategies. Explain your firm’s sales process using state-of-the-art data visualization tools featured in this PPT presentation. Showcase sales trend analysis in a dashboard-style diagram. Our PowerPoint theme also assists you in consolidating the customer journey map. Make use of the tabular format to compile the different stages at a glance. Communicate benchmarks for sales operations based on the performance of your competitors. Elucidate sales team productivity, and sales operations maturity assessment through our versatile PPT presentation. So, hit the download button and begin instant personalization. Our How To Set Up A Powerful Sales Funnel PowerPoint Presentation Slides are explicit and effective. They combine clarity and concise expression. https://bit.ly/3lu71I9
Recruiting + Sales = Success: The Salesforce.com Story | Talent Connect Vegas...LinkedIn Talent Solutions
One organization that truly embraces the philosophy that Recruiting = Sales is Salesforce.com. In this session Mike Euglow and Jesper Bendtsen will share Salesforce.com’s talent acquisition strategy, tactics, and results.
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Follow the LinkedIn company page: http://linkd.in/1f39JyH
Tweet with us: http://bit.ly/HireOnLinkedIn
Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
Bowery Capital - Guide To Startup Sales ToolsNic Poulos
Bowery Capital is a VC based in NYC & SF investing in early-stage business software startups. We accelerate our portfolio companies' growth by focusing squarely on support around early customer acquisition. We've helped many B2B startups build & scale sales teams and know that sometimes you need the right tools to win. So we thought it would be helpful to aggregate some of our team's & founders' learnings around early-stage sales tools that work. We hope startups will find this resulting guide to be helpful and encourage everyone to reach out via Twitter, LinkedIn or email with any feedback so we can update & improve it over time!
Learn how to make sense of two approaches to managing customer interaction and engagement: CRM (Customer Relationship Management) and MA (Marketing Automation). In this presentation, you will learn:
-101-level marketing technology definitions
-When and how to use what platform
-Best practices & success stories for marketing and sales teams
A Winning Digital Ad Strategy: How to Optimize at Every Stage of the FunnelMarketo
Digital ads are an essential component to any good marketing campaign. Watch Paulo Martins, Head of Digital Marketing at Marketo, and Scott Minor, Marketing Program Manager at Marketo, for their webinar, A Winning Digital Ad Strategy: How to Optimize at Every Stage of the Funnel. They dive into the digital campaigns they run at each stage of the funnel, as well as the KPIs they look at to ensure their focus is in the right place.
Presented to over 1500 registrants for the American Marketing Association, this presentation explains the changing role of the traditional B2B marketer into the revenue-focused marketer.
The Future of Demand: What to Expect in the Next 1, 5 and 10 YearsDemandbase
Get ready to dive into data that will show you the future of marketing, both near and long term. In this session, you’ll learn how to benchmark yourself to see where you currently stand on the marketing maturity model and how your job will change as AI becomes a new team member. Come with an open mind–your future success depends on it.
We had an awesome event on February 19th, 2020 talking all about PPC marketing with Kyle Shurtz from Avalaunch Media and Navha Hopkins from Hennessey Digital.
Learn more about our events at https://www.utahdmc.org/
Engagio & VersionOne - ABM Program of the YearEngagio
Get an inside look at SiriusDecisions’ ABM Program of the Year winner. Join Peter Herbert, VP Marketing at VersionOne, and Jon Miller, CEO & Cofounder of Engagio, as they reveal what it takes to orchestrate a winning program.
Download the Clear and Complete Guide to Account Based Marketing at Engagio.com/abm-guide
Learn more about Engagio at Engagio.com
Twitter.com/Engagio
Linkedin.com/Company/Engagio
[Webinar] How To Build A Predictable ABM EngineMintigo1
To view the full webinar replay, please visit:
http://www.mintigo.com/webinar-how-to-build-a-predictable-abm-engine/
Description:
If you are one of the 60% of marketers exploring how to deploy Account-Based Marketing, then you may be wondering where and how to start. Which tactics work and how can your martech stack and marketing database support your ambitious ABM efforts?
In this session, you will hear from ABM practitioners Josh Hill (author of MarketingRockstarGuides.com), Tony Yang (VP of Marketing at Mintigo), and Charlie Liang (Director of Marketing at Engagio) discuss the steps they took to build a martech stack and infrastructure that’s optimized for an ABM strategy. This hands-on session will cover:
- How predictive marketing enables ABM
- Building a martech infrastructure for ABM
- How to structure the right ABM programs
- Understanding how analytics change with ABM
- Achieving marketing and sales alignment
Speakers:
- Josh Hill, Marketing Technologist & Demand Generation Expert
- Charlie Liang, Director of Marketing at Engagio
- Tony Yang, VP of Demand at Mintigo
What's Next: Marketing Maturity & How To Achieve ItOgilvy Consulting
If you work in marketing today, you have very likely been thinking about things like rapid technology evolution, changing customer expectations and a dynamic and disruptive marketplace. Most companies we know are thinking about about Modern Marketing, but fewer are achieving the results they need.
In this webinar, we dive deeper into executing Modern Marketing at scale, and why it is crucial in an age where the stakes are raised for the CMO and the entire marketing function.
HP and MindFire Presentation at Dscoop9: Integrating Print in Marketing Campa...mindfire.agency
Gershon Alon, Workflow Solutions Manager at HP Indigo and Joe Manos, MindFire's Executive Vice President, hosted an education session called, "How to Use Marketing Automation to Seamlessly Integrate Print into Digital Marketing Campaigns."
They presented information on how you can use marketing automation technology to generate high-profit recurring print revenue by making direct mail an integral part of your customers’ marketing campaign workflow.
How to take the lead with your abm strategyRollWorks
As an ambitious B2B marketer, you’re always challenging yourself to identify and close more accounts. You’re also trying to tie your efforts directly to revenue — something other teams are more than willing to take credit for.
Join Pendo and RollWorks for a peek behind the curtain of high-performing account-based strategies. See how to take the lead with these steps and set up your marketing and sales teams for success:
Coordinate demand gen and ABM strategy;
Integrate account-based advertising systems; and
Change your mindset about success metrics.
Whether you’re a seasoned ABM specialist or just starting out, you’ll leave with actionable takeaways to improve your programs.
Why marketing automation is indispensible (Shimon Ben Ayoun)B2B Marketing Forum
The use of marketing automation systems has grown by more than 50% in the US over the last years. In Europe however many European B2B companies still haven’t adopted marketing automation at all.
Marketing automation software provides the precise information buyers need as they move through the buying process. It helps us to guide buyers to consider, prefer, and select our products and services. In other words, it helps us in lead generation, nurturing, qualification, conversion, and much more. Marketing automation software, when used properly, will increase operational efficiency and grow revenue faster.
In short, marketing automation has become indispensable in the marketing journey from cost centre to revenue generator. Marketing can now prove its added value in a transparent way to sales. In this session Shimon Ben Ayoun from spotONvision will explain how marketing and sales can be facilitated with marketing automation.
Help drive business growth and long-term sustainability and infrastructure through:
Connecting the dots between product, sales, marketing, and technology
Defining a strategic product-market fit and go-to-market strategy
Strategic sales enablement
Deploy and maximize use of technology and marketing automation
In this webinar, Leslie Vickrey, CEO & Founder of ClearEdge Marketing, shares 3 marketing strategies for driving your growth. She focuses on website optimization, target account programs (sales campaigns) and social media marketing.
Social has played an essential, introductory role in brands’ digital transformation. It has shown tangible results and allowed to track change and progress.
But how can you leverage any social media operation to transcend beyond its direct impact? This webinar explores the future and evolution of content studios, from social only to full-on digital.
Trends in B2B Marketing: Maximize Your ABMHannah Flynn
If you are considering implementing account-based marketing, chances are you have also explored technology options. The process of buying new tools along with the massive organizational shift required for ABM can be overwhelming for even the most seasoned marketers.
This session will help you start off on the right foot. Whether you've never implemented ABM, or tried before but felt unsuccessful, you can get started in the right direction. You will even be able to take advantage of the data you have coming in to utilize ABM across your entire cycle.
John Simpson, Kalev Peekna, Cameron Friedlander and Corrie Maguire provide a digital deep dive, equal parts lecture and discussion, designed to help marketers accelerate their digital efforts at the Legal Marketing Association Annual Conference in Austin.
What does it mean to live in a digital-first world? How have leading organizations, such as Boston Consulting Group and Kimberly-Clark, managed to secure buy in for their digital efforts ... and how can law firms do the same? And, maybe most importantly, how do you continuously prove the value/return of a multi-channel approach?
Workshop facilitators John Simpson and Kalev Peekna of One North and Workshop leaders Cameron Friedlander of Kimberly-Clark and Corrie Maguire of the Boston Consulting Group, work to answer these questions and more. Mixing lecture, case studies, exercises and discussion, we explore how we as an industry must utilize digital.
Sales & Marketing departments that work together guarantee higher acquisition, better nurturing, and more effective sales. Join Christopher Ryan for this insightful webinar, presenting the wide funnel lead nurturing model. Don't miss out on this opportunity to get your teams working together and your revenue performance optimized.
B2B Marketing Trends to Engage Target Accounts and Skyrocket Demand GenAggregage
In this webinar, ABM expert Ari Capogeannis will provide examples of successful ABM strategies and assist you in making the most of your ABM technology!
Trends in B2B Marketing: A Crash Course in B2B Email CreativeHannah Flynn
Too often, email campaigns are seen as something that "just anyone" on your team can put together. But in today's attention economy, strong creative can be the defining factor that gets your email to stand out in the inbox.
Join Howard Sewell of Spear Marketing Group, a leading B2B agency, as he uses real-world examples to highlight tips, techniques and key principles that can make or break your campaigns.
Prove ROI and Make the Business Case for Industrial Content MarketingHannah Flynn
It's the plight of an industrial marketer: over the course of a 12-18 month long buying cycle, you make contact with a whole host of influencers who read your content...who may or may not actually work in purchasing. By the time the RFQ comes in, the original project might be completely different... and your initial point of contact may be long gone! Meanwhile, the purchase somehow takes place, and Sales claims all the glory. How is a marketer supposed to make the business case for better content marketing?
Join Achinta Mitra, Founder and President of Tiecas, Inc, as he explains how, despite the long, grueling buying cycle, you can prove the ROI of your content marketing... and win (or keep!) buy-in from your higher-ups.
Prove ROI and Make the Business Case for Industrial Content MarketingHannah Flynn
It's the plight of an industrial marketer: over the course of a 12-18 month long buying cycle, you make contact with a whole host of influencers who read your content...who may or may not actually work in purchasing. By the time the RFQ comes in, the original project might be completely different... and your initial point of contact may be long gone! Meanwhile, the purchase somehow takes place, and Sales claims all the glory. How is a marketer supposed to make the business case for better content marketing?
Join Achinta Mitra, Founder and President of Tiecas, Inc, as he explains how, despite the long, grueling buying cycle, you can prove the ROI of your content marketing... and win (or keep!) buy-in from your higher-ups.
Trends in B2B Marketing: Customer-Centric Websites: Successful Strategies to ...Hannah Flynn
Chances are, you’re under the gun to convert more leads from your website. To increase conversion, your site needs high-quality content, user-friendly navigation paths, and calls to action that appeal to your target customers. But how do you go about this? And wouldn’t it be great to see some real-world examples from B2B companies that are doing it successfully? Kellie de Leon, VP of marketing and strategy at B2B agency The Mx Group, works with marketers every day to help them create and execute customer-centric strategies and content that increase web engagement and conversion. In this webinar, she'll discuss how to make your website more customer-centric.
Empowering Product Teams: Measure the Immeasurable: Beyond Vanity MetricsHannah Flynn
As a product manager, it's your job to realize your product’s vision by executing your chosen strategy. It’s also your job to deliver value to the business. Ultimately, these two outcomes are aligned so the temptation is to focus primarily on business metrics. Doing this can cause you to lose focus on the real value you are trying to achieve, in favor of moving the vanity metrics such as launches and time spent.
Join Sari Harrison, Product Management Instructor at Product School, as she explains how to use immeasurable success criteria along with your more standard KPIs to deliver products that don't just get used a lot, but deliver real value.
Start With Why: Meet Your Goals with a Practical Product StrategyHannah Flynn
Whether you manage a feature, a product, or a whole suite of products, you likely have some goals that you're trying to meet. But do you have a strategy? Strategy and goals are different. It's your strategy that allows you to make decisions that help you meet your goals in the first place. For example, if you want grow your revenue, your strategy may be to enter a new market - and you may decide to make your product stand out in that market by adding analytics.
If you want to have an articulated strategy that you can use to make decisions, stay on-track, and meet your product goals, this is the webinar for you! Join Nils Davis, author of The Secret Product Manager Handbook, as he explains how you can get your team aligned to a practical product strategy.
How to Use Video Throughout the Buyer's JourneyHannah Flynn
Forrester Research Group reports that on average 70% of a buyer’s purchasing decision is made before engaging with a sales team. That’s staggering, but what does that mean for us as organizations?
For many of us, that means we must become great educators and provide the best answers for our prospects at every stage of their journey.
So the question is: Will you choose to be an educator in your industry?
Join us to find out where different video types perform best in the buyer’s journey and how you can use them to generate, qualify, and convert more leads.
Old Products, New Tricks: Embedding Operational Reports: Everything Product M...Hannah Flynn
Businesses are run with analytics—but companies continue to struggle with interpreting, analyzing, and distributing data. Operational reports help get information to the people who need it most, in formats they understand, and in a timeframe that matters.
Join the webinar to learn how embedding operational reports can give your users a precisely formatted, ready-to-analyze view of their operational activities. World-class software teams are embedding operational reports to empower end users with interactive data visualizations, detailed information, and highly precise formats that can be shared via email, PDF, print, or online.
Empowering Product Teams: Build Delightful Products with Customer ValidationHannah Flynn
When it comes to delivering a solid product/market fit, customer validation is key. After all, you want to provide customers with a product that not only fills the need, but is delightful -- right? To get there, you need to commit to a vital blend of market research, strategy, and user testing.
Join John Little, Head of Product Marketing at Centercode, as he explains a two-part approach to customer validation. First, how do you strategically identify your top product areas that need attention prior to release. And second, how do you turn user data into strategic priorities that help the right teams make the right decisions.
Start With Why: Get Growth with Partner IntegrationsHannah Flynn
Once your SaaS product hits a certain level of revenue, you'll need to change things up to move past the plateau. One of the ways to do this is to move past your core product and introduce new business streams. If you're strategic about your integrations, you can strengthen your ties to your target market.
Join Mandy Howard, Product Manager at ServiceTitan, as she takes you through the three key questions that you need to answer to grow your product with the right partner integrations. Whether you're a start-up, or working on a new product in an enterprise environment, you'll learn how to push through to a new level of growth.
Empowering Product Teams: Leverage Your Organization for Best Product DecisionsHannah Flynn
You can learn a lot by studying your product data, but the real magic happens when product managers blend different types of data from different sources. If you want to blend data and intuition to make bold decisions that move your product forward, you'll need to open yourself up to new data sources - but where do you get this new information?
Rene Kolga, Senior Director of Product and Marketing at Nyotron, knows the answer: from other teams in your organization! Join us as Rene goes through the different teams you'll find in a B2B organization, how to build a strong relationship with those teams, and what kinds of insights you can get that will benefit your product.
Old Products, New Tricks: Potholes in your Roadmap and How to Fill ThemHannah Flynn
As a Product Manager, prioritizing work on your roadmap is an important part of your role. To answer roadmap questions, you're probably familiar with frameworks like RICE and Cost of Delay. But products are built by people, and people are messy - unlike these frameworks.
Hope Gurion, Product Coach and Advisor, has identified potholes in your roadmap that are preventing you from planning as best as you can. She'll take you through all the opportunities to improve your organization's relationship to its roadmap that you may have missed along the way.
Old Products, New Tricks: Add Value with a Dashboard Refresh: What You Need t...Hannah Flynn
Dashboards and analytics can really set your application apart, but that doesn't mean you can implement them and forget about them. Are they adding value to your product? Do your users benefit from them anymore? What should be improved, and what do we have the resources to improve?
Join Miles Robinson, former UX and Design Manager, as he explains the different ways to refresh your dashboards - and how to determine what's the best path to product dashboard success. You'll leave with an understanding of how to figure out the best next steps specifically for you and your application.
Product Managers of the Future: Art and Science in the Product LifecycleHannah Flynn
As a product manager, you have a lot of decisions to make - but how do you know when you know enough to make them? In an ideal world, you'd collect all the data you absolutely could - but nobody's got time for that! To make the best decisions for the future of your product - and make the most of your experimentation - you need to understand how to combine your data with intuition.
To make decisions, Lauren Chan Lee, Senior Director of Product Management at Care.com, has a three-step approach. Follow her steps, and you'll be masterfully embracing data and intuition and making faster, better decisions.
Supply Chain Network Design: Key Questions for a Successful Distribution NetworkHannah Flynn
As we plan for the world of eCommerce and the customer expectation of quick, free shipping, our ability to forecast is turned on its head. How many distribution centers do we even need, and is that number feasible? Can we use historical data to plan for demand and design our networks, or is there a better way?
If we're going to offer the speed of shipping and variety of inventory that today's customers have come to expect, there are a lot of different questions that need to be asked. Join Irina Rosca, Director of Supply Chain Operations at Helix and an experienced global supply chain strategist, as she walks through the key questions to a successful and efficient distribution network. You'll leave knowing what data you can start collecting today to answer these questions.
Trends in B2B Marketing: Why Marketers Must Shift Conversations from Replacin...Hannah Flynn
It's 2019. Business models have shifted. More and more companies are offering a subscription-based model or shortened contracts, which means marketers and product managers need to change how we think about our relationship to the customer. As marketers shift from mostly focusing on acquisition, it means working to align with product on retention and upsell - key drivers into today’s B2B business models.
Join Ardath Albee, CEO of Marketing Interactions, as she takes you through lessons learned going through this change at many different companies. She’ll show how the focus has moved from funnel to lifecycle, and the new battleground that is lifetime value and retention. However, that shift brings new challenges in having product and marketing working together to think through habits, stickiness, messaging, and more.
Dashboards That Set Your App Apart: Build Actionable Dashboards to Drive Your...Hannah Flynn
Most product dashboard review lagging indicators rather than leading indicator and focus on the wrong metrics to move the business forward. When your operations dashboard is well-aligned with your business's goals and access to data is decentralized, that empowers teams at all levels of the organization to make decisions that drive the business.
Join Jim O'Leary and Brian Elmi of NTENT as they share exactly what they've done to build successful dashboards. Using their methodology, you'll be able to plan out dashboards that are tailored to your business needs.
Dashboards that Set Your App Apart: The Complete Predictive Analytics Lifecyc...Hannah Flynn
Applications with predictive analytics are able to deliver massive value to end users. But what steps should product managers take to add predictive analytics to their applications?
In this webinar, we’ll walk through an end-to-end lifecycle of embedding predictive analytics inside an application. Find out how a real-world application decided what predictive questions to ask, sourced the right data, organized resources, built models, deployed predictive analytics in production, and monitored model performance over time.
Trends in B2B Marketing: Lead Gen and Engagement: Find your Marketing Sweet SpotHannah Flynn
A shift is occurring for B2B Marketers. We were measured by the number of leads we generate. So, we put gates up on our website, we stand in trade show booths and collect business cards, and run webinars or smaller events where we get people to sign up. Over time, we’ve become much better at measuring conversion rates and lead quality. Now that recent studies have shown that 49% of companies achieve a higher ROI by focusing on engagement over acquisition, there’s a shift from lead counts, lead quality to engagement.
But as a B2B Marketer, what does engagement mean? How can you get there? How do you measure it? How do you show value to the business? Where does lead gen and lead quality fit in? Dawn Colossi, CMO of FocusVision and a recognized leader in data-driven marketing strategy, has answers based on hard won experience.
Analytics in Action: How to Build Data-Informed ProductsHannah Flynn
As a product manager, you probably know specific ways to gather data to inform your product decisions, like the ever-popular A/B test. But as they say, you wouldn't put a round peg in a square hole. What about the times when it doesn't make sense to A/B test, because you have too small a sample size? Do you just do it anyway, because your company's product culture requires that you have those numbers?
Tim Herbig will share his hands-on approach to working with analytics in agile product management. Tim will discuss the line between being data-informed versus data-driven. The audience will leave with an analysis toolkit filled with the right data tools for every scenario. Data validation won't be an issue again.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...
Trends in B2B Marketing: Building your Demand Gen Team for ABM
1. Building your demand generation
team for ABM
Jessica Cross Hannah Flynn
With: Moderated by:
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2. 2
Click on the Questions panel to
interact with the presenters
3. About Jessica Cross
The title of Jessica’s yet to be penned professional memoir would be “wasted impressions: what I’ve learned from
failed campaigns”. After nearly a decade in B2B high tech marketing Jessica has run hundreds of campaigns,
generated maybe half a million leads, and has stories to tell. Previous to RollWorks, Jessica led demand generation at
EverString, Fliptop (acquired by LinkedIn) and PowerReviews (acquired and then divested by Bazaarvoice)
About Hannah Flynn
Hannah attended The University of Chicago, where she majored in Environmental Studies with a concentration in
Economics and Policy. She now works with Aggregage on social media strategy and webinar production on sites such
as Product Management Today, B2B Marketing Zone, Supply Chain Brief.
5. Agenda
● ABM is a team sport
● Qualities to look for when hiring
● Making ABM a top down initiative
● How to coordinate demand generation and ABM efforts
6. Who is RollWorks?
Independent marketing technology company
Growth platform for DTC brands Account-based platform for ambitious B2B companies
8. ABM Readiness
3 Running multi channel multi touch coordinates plays
1 Just getting started
2 We have a list - don’t know what to do with it
4 All I do is ABM and WIN
12. Sample FULL marketing team
CMO
Director of Comms
Director of Field
Marketing
Director of
Demand
Generation
Lead Designer
Designer
Events Marketing
Manager (West)
Digital Marketing
Manager (MOFU)
Director of
Integrated
Campaigns
Product Marketing
Manager
Lead Marketing
Engineer
Digital Marketing
Manager (TOFU)
Social Marketing
Manager
Director of
Customer
Marketing
Events Marketing
Manager
VP of Revenue
Marketing
Sr. Copywriter
VP of PMM
Sr. Director of PMM
Director of Growth Content Strategist;
EiC, ProductCraft
Managing Editor,
ProductCraft
Marketing Analyst
Events Marketing
Manager
13. Sample FULL marketing team
CMO
Director of Comms
Director of Field
Marketing
Director of
Demand
Generation
Lead Designer
Designer
Events Marketing
Manager (West)
Digital Marketing
Manager (MOFU)
Director of
Integrated
Campaigns
Product Marketing
Manager
Lead Marketing
Engineer
Digital Marketing
Manager (TOFU)
Social Marketing
Manager
Director of
Customer
Marketing
Events Marketing
Manager
VP of Revenue
Marketing
Sr. Copywriter
VP of PMM
Sr. Director of PMM
Director of Growth Content Strategist;
EiC, ProductCraft
Managing Editor,
ProductCraft
Marketing Analyst
Events Marketing
Manager
14. Marketers focused on account-based efforts
● 25 marketers at Pendo
● Invested 5 (20%) of headcount in account-based efforts
● ABM is not a one person effort
Director of
Demand
Generation
Events
Marketing
Manager
(West)
Digital
Marketing
Manager
(MOFU)
Plus 10
sales reps!
Digital
Marketing
Manager
(TOFU)
VP of Revenue
Marketing
15. ABM is not a 1 person sport
3 All teams in the business play a role
1 ABM needs to be cross functional
2 Initiative needs to start from the top down
17. Persona - Digital Marketing
Quality Why it Matters
Targeting Must know the ins and outs of how to segment or database and target
with precision the companies that matter to our business
Quality over Quantity Must value quality engagement over sheer volume of “MQs”
Growth Mindset Openness to testing new vendors, new methods, new techniques to
engage key contacts and accounts.
Teacher Many of the technologies we use require sales to participate and
utilize. This hire must teach and encourage adoption of the tech.
Analytical Ability to derive insights from volumes of data.
18. Quality Why it Matters
Creative Events must be eye catching, engaging, and stand out in the crowd to
get our prospect’s attention
Deal maker Negotiate with vendors and partners to get the best deal
Circus leader Ability to rally our sales team to drive attendance and show up in a big
way at our events
Sales Therapist Listen to sales needs and incorporate (or disregard) their input
Producer Field events are a mini show. Must be able to manage timelines and
quickly pivot if catering doesn’t show up.
Persona - Event and Field Marketing
19. Quality Why it Matters
Connector
Account-based marketing works best when systems are fully
integrated to build a cohesive experience for customers.
Database master
Personalization requires top notch data. MOPs should have the skills
to master our database and minimize mix ups with data.
Scale Must be able to build a repeatable process that is easily scaled. Think
support 50+ field events in a year.
Negotiator Often times campaign managers will have competing deadlines and
MOPs will need to negotiate between the two.
Teacher A great MOPs person can configure their system to be leveraged by the
full team, and teach the full team how to safely us it :).
Persona - Marketing Operations
26. What happens if ICP is not clearly defined
and applied across the business?
Product builds a Platform for a first set of
customers set of customers
Marketing markets to a second set of
customers
Sales sells to a third set of customers
Customer Success & Operations optimize
for a fourth set of customers
27. What makes for a good ICP
ICP is *not* just a phrase to
be used in conversation
28. What makes for a good ICP
ICP *is* a strategic
framework to manage
resource allocation &
activity across the entire
business
29. What are the attributes of a workable ICP?
Attribute Rationale
Observable from afar Marketing needs to apply to the top of the funnel before
customer engagement
Measurable Sales need to assign accounts, Management needs to
measure resource allocation
Memorizable Every employee needs to be able to recite
33. Tiers of ABM
P2, P3
Lite ABM
Owned accounts
Scaled ABM + Inbound
~ 200 Account
Light research + data build out
$$
Automation with personalization woven throughout
~ 4000 Accounts
Automated touches OK
$
Industry and persona customization
~ 40 Accounts
Account plans
$$$
Every touch is personalized
P1
Classic ABM
TAL
34. Multi Touch - Multi Channel Campaign
● Digital
- Two Digital Touches
● Direct Mail
- Swag Drop, T-Shirts
Notebooks, Pens
● Events
- Synapse Conf 9/20
- Dreamforce Happy
hour 9/25
- Wear Pendo Pink All
Week 9/24
● Direct Mail
- 2nd Swag Drop (water
bottles and beverages)
● Events
- Decisions Conference 10/2
- CPO Dinner 10/11
- Pendorama 10/18
● Direct Mail
- 3rd Swag Drop Pink Candy
● Direct Mail
- 4th Swag Drop
(Headphones, Privacy
Covers)
● Events
- Giants Game 9/10
● Digital
- 1 Digital Touch
● Sales
- 2 Sales Touches
● Sales
- 2 Sales Touches
● Digital
- 1 Digital Touch
● Sales
- 2 Sales Touches
● Sales
- 2 Sales Touches
● Digital
- 1 Digital Touch
WAVE 1 WAVE 2 WAVE 3 WAVE 4
Digital Ads Start
“Paint the Town Pink” “Lunch on Us” “How Sweet it is” “Drown Out the Noise”
37. Four takeaways
3 Look for key qualities when hiring
1 You can run ABM with a small team
2 Don’t assign ABM to one person
4 Demand Gen and ABM are not contrary
39. RollWorks
Reach and engage right
people in right accounts
Deliver results your
company will notice
Tailor an account-based
strategy to your needs
Get managed support
at every step
Identify your ideal customer
profile, target account list,
and contacts
Engage your accounts (even
without a target account list)
with ads and SDR emails
Measure the effectiveness
of your programs at the
contact and account level