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Utilizing Intent Data to Get Everyone a Seat at the Planning Table
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- 5. 5 WTF IS ABM
- 6. 6 What it’s not? • A list of accounts • “Air Cover” for sales • Advertising to accounts • An ABM vendor • 1-to-1 messaging or 1-to- many messaging • Content Strategy • Intent data alone • Account alerts to sales • Web Personalization A Business and GTM Strategy that requires work, prep, alignment, collaboration, and data architecture for it to work well What it is?
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- 9. What most of them really feel like…
- 11. 11 STEPS TO WIN THEM OVER 1. Do a quick-win campaign to show how it can help all areas of the business 2. Teach the C-Suite the value of a unified approach (CX) 3. Narrow your focus with your GTM & do it with data (Intent) 4. Segment your audience so it can be prioritized (Intent) 5. Agree on the who the buying committee is 6. Do sales, literally do it with a rep Customer Success, Support/Service Sales Product C-Suite
- 12. What most of them really feel like… 86% of B2B CMOs reporting that the consider customer experiences to be very important, yet 57% of them reported only marginal CX performance. (Accenture) 84% of organizations working to improve CX report an increase in revenue (Qualtrics) As marketers become the go-to data experts, chief marketing officers will soon take ownership of the customer experience. 86% of chief marketing officers and senior marketing executives in a recent Economist Intelligence Unit and Marketo report study believe that, by 2020, they will own the entire, end-to-end customer experience. CX + MARKETING We become owners of the customer experience when we can leverage the data throughout the journey for every function, are you ready?
- 13. Customer Journey Process Example Digital Awareness Offline Awareness Digital On Board Offline OnBoard Landing Page Form Fill Onsite Demo / Request More Info BDR or Sales Engagement Sales Transition BDR or Sales Engagement Nurture with Direct Mail, Account Insights, Email, Paid Campaign Nurture Nurture Channels: Digital, Direct Mail, Email, Social, Offline Turn Back to Nurture Vision Match? Vision Match Live Chat PROSPECTING Outbound calls, email & social queries to support pre- and post-event lists and predefined audiences. MQL/MQA MQL/ MQA SQL/SQA SAL/SAA (BDR agrees on MQL/MQA) SAL/SAA (Denial) SQL/SQA (Sales agrees to take the lead) Unique Opportunity Stages (Sample) 1. Demo Scheduled 2. Demo Performed 3. Closed Won 4. Closed Loss Customer Centric Marketing: Survey Customer Webinars PAID MEDIA PR/SEO/ORGANIC PODCAST Nurture on Upsell Track Case Study/ Testimonial 6 Months 9 Months Referral PUBLICATIONS Unique Channels Toolkit Videos Influencer Campaigns Email Community Blogs G2 Crowd Terminus Demandbase Quora Direct Mail SOCIAL MEDIA POST SPOONSORED EVENTS NATIONAL EVENTS
- 14. Customer Journey Process Example Digital Awareness Offline Awareness Digital On Board Offline OnBoard Landing Page Form Fill Onsite Demo / Request More Info BDR or Sales Engagement Sales Transition BDR or Sales Engagement Nurture with Direct Mail, Account Insights, Email, Paid Campaign Nurture Nurture Channels: Digital, Direct Mail, Email, Social, Offline Turn Back to Nurture Vision Match? Vision Match Live Chat PROSPECTING Outbound calls, email & social queries to support pre- and post-event lists and predefined audiences. MQL/MQA MQL/ MQA SQL/SQA SAL/SAA (BDR agrees on MQL/MQA) SAL/SAA (Denial) SQL/SQA (Sales agrees to take the lead) Unique Opportunity Stages (Sample) 1. Demo Scheduled 2. Demo Performed 3. Closed Won 4. Closed Loss Customer Centric Marketing: Survey Customer Webinars PAID MEDIA PR/SEO/ORGANIC PODCAST Nurture on Upsell Track Case Study/ Testimonial 6 Months 9 Months Referral PUBLICATIONS Unique Channels Toolkit Videos Influencer Campaigns Email Hellobar Blogs G2 Crowd Terminus Demandbase Quora Direct Mail SOCIAL MEDIA POST SPOONSORED EVENTS NATIONAL EVENTS BRAND BRAND BRAND Messaging & Positioning Cause Marketing Social Proof Sales Feedback Persona, TAM, ICP Product Marketing
- 15. Customer Journey Process Example Digital Awareness Offline Awareness Digital On Board Offline OnBoard Landing Page Form Fill Onsite Demo / Request More Info BDR or Sales Engagement Sales Transition BDR or Sales Engagement Nurture with Direct Mail, Account Insights, Email, Paid Campaign Nurture Nurture Channels: Digital, Direct Mail, Email, Social, Offline Turn Back to Nurture Vision Match? Vision Match Live Chat PROSPECTING Outbound calls, email & social queries to support pre- and post-event lists and predefined audiences. MQL/MQA MQL/ MQA SQL/SQA SAL/SAA (BDR agrees on MQL/MQA) SAL/SAA (Denial) SQL/SQA (Sales agrees to take the lead/account) Unique Opportunity Stages (Sample) 1. Demo Scheduled 2. Demo Performed 3. Closed Won 4. Closed Loss Customer Centric Marketing: Survey Customer Webinars PAID MEDIA PR/SEO/ORGANIC PODCAST Nurture on Upsell Track Case Study/ Testimonial 6 Months 9 Months Referral PUBLICATIONS Unique Channels Toolkit Videos Influencer Campaigns Email Hellobar Blogs G2 Crowd Terminus Demandbase Quora Direct Mail SOCIAL MEDIA POST SPOONSORED EVENTS NATIONAL EVENTS Account Selection & Persona ABM Account Expansion & Personalization ABM Finger Print ABM Account Expansion & Personalization BRAND BRAND BRAND Messaging & Positioning Cause Marketing Social Proof Sales Feedback Persona, TAM, ICP Product Marketing Customer Advocacy ABM Account Expansion & Personalization
- 16. Customer Journey Process Example Digital Awareness Offline Awareness Digital On Board Offline OnBoard Landing Page Form Fill Onsite Demo / Request More Info BDR or Sales Engagement Sales Transition BDR or Sales Engagement Nurture with Direct Mail, Account Insights, Email, Paid Campaign Nurture Nurture Channels: Digital, Direct Mail, Email, Social, Offline Turn Back to Nurture Vision Match? Vision Match Live Chat PROSPECTING Outbound calls, email & social queries to support pre- and post-event lists and predefined audiences. MQL/MQA MQL/ MQA SQL/SQA SAL/SAA (BDR agrees on MQL/MQA) SAL/SAA (Denial) SQL/SQA (Sales agrees to take the lead) Unique Opportunity Stages (Sample) 1. Demo Scheduled 2. Demo Performed 3. Closed Won 4. Closed Loss Customer Centric Marketing: Survey Customer Webinars PAID MEDIA PR/SEO/ORGANIC PODCAST Nurture on Upsell Track Case Study/ Testimonial 6 Months 9 Months Referral PUBLICATIONS Unique Channels Toolkit Videos Influencer Campaigns Email Hellobar Blogs G2 Crowd Terminus Demandbase Quora Direct Mail SOCIAL MEDIA POST SPOONSORED EVENTS NATIONAL EVENTS Account Selection & Persona ABM Account Expansion & Personalization ABM Finger Print ABM Account Expansion & Personalization Intent Data BRAND BRAND BRAND Messaging & Positioning Cause Marketing Social Proof Sales Feedback Persona, TAM, ICP Product Marketing Customer Advocacy ABM Account Expansion & Personalization
- 17. INTENT LAYERS It should be a piece of cake, right? Customers, Review Sites, Gartner Peer Insights, Call Recordings Analysts, Influencer validation, TAM metrics, ICP metrics Competitive Software, Contract details, current software, segmentation Lead scoring, Content topic intent, podcast, attribution, Community Bombora, Review Sites, ABM scoring, sales intelligence, & Personal insights Customer Voice Market Intelligence Technographics & Demographics Demand Gen & Brand Account Engagement Customer Success, Support/Service Sales Product Two-way input, strategy & feedback goes both ways C-Suite
- 21. Community Behind Causes - Evergreen quarterly or yearly - Free market research - Customer Voice Data - Pain Point Validation $0 Right on The Money
- 22. Intelligence & Intent Content Advertising Email & Text Community Gifting/Direct Mail Chat Personalization ABM Example Playbook Web By Role By Persona By Tier/Segme nt Gong G2/Review Sites Podcast Unique Content & Gift Technogra phics Customers Timely Simple Marketing behind causes Paid Promos By Role By Tier/Segm ent LinkedIn All assets Analysts One Campaign Theme for it all ABM Platform FB, Google, and others By unique pain and value By unique pain and value
- 24. Alerts to sales are no different
- 25. ABM Platform Engagement: Terminus ABM Rep Dashboard Score on Intent
- 26. Make it easier for sales
- 27. Data is meant to be shared
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