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Copyright © 2024 Demandbase
What’s In & Out For ABM in 2024
Plays That Help You Grow and Ones to Leave Behind
Tom Keefe
Principal GTM Expert
Jon Barcellos
Head of Solutions
1
Copyright © 2024 Demandbase
Copyright © 2024 Demandbase
Copyright © 2024 Demandbase
Agenda for Today
2
● Why ABM is Evolving
● Scalable ABM Practices
● Authentic, Human Outreach
● Strategic Product Led Growth
● ABM is more than just the “M”
2
Copyright © 2024 Demandbase
Copyright © 2024 Demandbase
Why ABM is Evolving
It’s older than Netflix!
3
Copyright © 2024 Demandbase
Why ABM is Evolving
4
● ABM was first mentioned in 1993, “The One-to-One Future Opens”
ABM Generations
● Netflix first mailed DVDs to customers in 1997
-Shifting from People to
Accounts
-L2A is done manually
-Platforms launch
-1:1, 1:Few, 1:Many
-Advertising & Gifting
-More platforms appear
-Account Identification
-Still only Marketing
-Platforms mature
-Data Unification
-GTM Alignment
-Expansion beyond Marketing
1 2 3 4
Copyright © 2024 Demandbase
Why ABM is Evolving - 4th
Generation ABM
5
● Netflix entered the data & technology sphere in 2007 by launching streaming services
● How data & technology expands ABM beyond Marketing
○ Account Prioritization is quantitative not qualitative
■ Engagement, Conversions, Win/Loss/Renewal Rates, Customer Trends, Technographics
○ GTM Alignment
■ Unify Marketing, Sales and CS with data & technology to get the best “at-bats” possible
○ Changing Buyer habits & new Laws
■ Anonymous research, gated content, GDPR & CCPA
○ Technology maturity
■ Platforms are catching up to enable these strategies & data sources
● Data & technology is sparking ABM’s GTM Era
Copyright © 2024 Demandbase
Copyright © 2024 Demandbase
Scalable ABM Practices
You don’t always need a Michelin Star meal
6
Copyright © 2024 Demandbase
Scalable ABM Practices
7
Breaking the
bank for ABM
programs
Affordable &
scalable ABM
programs
Copyright © 2024 Demandbase
Scalable ABM Practices
8
You don’t need a Michelin Star meal
You also don’t want be a Lunchable
Be a home cooked meal
-Buying the most expensive or every technology
-Treat every Account with white gloves
-Spending $1,000s on each Account
-Not investing enough in your technology
-The same Spray & Pray to every Account
-Not spending enough per Account
-Buying the technology that fits your strategy
-Focusing resources on the Right Accounts
-Aligning spend per Account with Prioritization
Copyright © 2024 Demandbase
Scalable ABM Practices
9
Home Cooked ABM Staples
Account Segmentation
● TAL, ICP, TAM
● Tiered Spend
● Predictive Models
● Product Focused
Advertising
Account Insights
● Firmo/Technographics
● Account Journey
● Marketing Activities
● Sales Activities
● Journey Stage Focus
● Display, CTV & Social
● Standard vs ReTarget
● Intent Prioritization
Secret Sauce
● Gifting
● Personalization
● Artificial intelligence
● Account Identification
Copyright © 2024 Demandbase
Scalable ABM Practices
10
Activate your Postal experience
Program: Re-Engage Executives from Accounts that have gone radio silent
after having a Meeting with Sales
Identify Executives from radio
silent Accounts
Copyright © 2024 Demandbase
Scalable ABM Practices
11
Choose AI Gifting Option Setup your Postal experience
Copyright © 2024 Demandbase
Authentic, Human Outreach
12
Claim your gift!
Copyright © 2024 Demandbase
Copyright © 2024 Demandbase
Authentic, Human Outreach
Hello, [FIRST.NAME] I saw on your profile…
13
Copyright © 2024 Demandbase
Authentic, Human Outreach
14
Pitch slap,
entirely
AI-generated
Real
personalization,
assisted by AI
Copyright © 2024 Demandbase
Authentic, Human Outreach
15
Copyright © 2024 Demandbase
Authentic, Human Outreach
16
Copyright © 2024 Demandbase
Authentic, Human Outreach
17
Copyright © 2024 Demandbase
Authentic, Human Outreach
18
Copyright © 2024 Demandbase
Authentic, Human Outreach
19
Claim your gift!
Copyright © 2024 Demandbase
Authentic, Human Outreach
20
Copyright © 2024 Demandbase
Authentic, Human Outreach
21
1. Subject: Play on words/ Direct offer that ties back to prospects’ interest
2. Sentence 1: Insert question or observation about personalization here.
3. Sentence 2: Insert problem they’re likely dealing with. Maybe make the gift
connection here.
4. Sentence 3: State how you can solve X problem, and an outcome. You could
also make the gift connection here.
5. Final sentence: Include a low pressure CTA. This is the time to ask for their
interest, not a meeting. (You can offer a meeting once they’ve accepted your
gift in Postal’s recipient flow)
6. Sign off with your name.
7. Optional: add a P.S. at the end with a gift connection if you haven’t already
included it.
Gift Messaging Framework
Copyright © 2024 Demandbase
Authentic, Human Outreach
22
Hi {{FIRST.NAME}},
For us, AI is more than a trend. It’s a way to build smarter offline engagement by
maximizing your time so you can build a smarter ABM strategy.
Subject: Lauren from Postal sent you something
1
2
3
4
In fact, marketing and sales teams that utilize Postal to engage target accounts with
strategic gifting have seen a 3x return on investment in the first year of implementation.
Snag a gift and experience an AI Smart Collection. We’re helping customers book 50%
more meetings with thoughtful offline plays like this.
Happy to chat about how this could work at {{COMPANY}} - Grab some time with our team
after you redeem your gift!
Copyright © 2024 Demandbase
Authentic, Human Outreach
23
Variable field for ‘Name’
Variable field for
‘Company’
Persona based copy w/
ICP goals top-of-mind
Copyright © 2024 Demandbase
Copyright © 2024 Demandbase
Strategic Product Led Growth
But there’s a product video on our website!
24
Copyright © 2024 Demandbase
Strategic Product Led Growth
25
Short-lived,
hacky PLG
practices
PLG signals
embedded into
your GTM
strategy
Copyright © 2024 Demandbase
Strategic Product Led Growth
26
Free Product Sign Ups
PLG for only New Biz
Gating the Product
Key Events
Ungated Interactive Demos
PLG Across the Funnel
Copyright © 2024 Demandbase
Start alerting GTM Org to Key Events in Product
Strategic Product Led Growth
27
Stop alerting Sales to every Free Product Signup
-Build into SDR workflow
-Triggered Marketing Programs
-Advertising based on usage
-Webchat personalization
-Lots of noise & wasted effort
-Wait for people to learn/use the product
-Very low conversion rate
Copyright © 2024 Demandbase
Start using ungated interactive product demos
Strategic Product Led Growth
28
Stop gating your product behind Sales
-Build into SDR workflow
-Drive Accounts to interactive demos
-Embed into Product Interest signals
-Show off your value
-People want to self educate
-People have “Form Fear”
-What do you have to hide?
Copyright © 2024 Demandbase
Start using Product signals across the funnel
Strategic Product Led Growth
29
Stop using Product signals for only New Biz
-Influence Health Scores
-Early Churn Identifiers
-Up/Xsell insights
-Find your champions
-Why limit your Sales team?
-Customers might not own all your products
-Easier to get $1 from a Customer than a stranger
Copyright © 2024 Demandbase
Copyright © 2024 Demandbase
ABM is more than just the “M”
It only starts with Marketing…
30
Copyright © 2024 Demandbase
● 4th Generation ABM = GTM Era
○ Sales & CS must be bought in & agree on strategy
○ Data & Technology will always spark this
ABM is more than just the “M”
31
● Data is your foundation
○ More than just Marketing Data
○ Sales, CS & Product Data
● Don’t break the bank
○ “Don’t half 🍑 two things, whole 🍑 one thing”
-Ron Swanson
● Personalization is more than {{THIS.FIELD}}
○ Optimize the Information they have given you
○ Talk to the person, not the role
● Strategic Product Growth
○ More than just a single product signal
○ Use the knowledge across your funnel
Copyright © 2024 Demandbase
Copyright © 2024 Demandbase
Q & A
32

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What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to Leave Behind

  • 1. Copyright © 2024 Demandbase What’s In & Out For ABM in 2024 Plays That Help You Grow and Ones to Leave Behind Tom Keefe Principal GTM Expert Jon Barcellos Head of Solutions 1 Copyright © 2024 Demandbase
  • 2. Copyright © 2024 Demandbase Copyright © 2024 Demandbase Agenda for Today 2 ● Why ABM is Evolving ● Scalable ABM Practices ● Authentic, Human Outreach ● Strategic Product Led Growth ● ABM is more than just the “M” 2
  • 3. Copyright © 2024 Demandbase Copyright © 2024 Demandbase Why ABM is Evolving It’s older than Netflix! 3
  • 4. Copyright © 2024 Demandbase Why ABM is Evolving 4 ● ABM was first mentioned in 1993, “The One-to-One Future Opens” ABM Generations ● Netflix first mailed DVDs to customers in 1997 -Shifting from People to Accounts -L2A is done manually -Platforms launch -1:1, 1:Few, 1:Many -Advertising & Gifting -More platforms appear -Account Identification -Still only Marketing -Platforms mature -Data Unification -GTM Alignment -Expansion beyond Marketing 1 2 3 4
  • 5. Copyright © 2024 Demandbase Why ABM is Evolving - 4th Generation ABM 5 ● Netflix entered the data & technology sphere in 2007 by launching streaming services ● How data & technology expands ABM beyond Marketing ○ Account Prioritization is quantitative not qualitative ■ Engagement, Conversions, Win/Loss/Renewal Rates, Customer Trends, Technographics ○ GTM Alignment ■ Unify Marketing, Sales and CS with data & technology to get the best “at-bats” possible ○ Changing Buyer habits & new Laws ■ Anonymous research, gated content, GDPR & CCPA ○ Technology maturity ■ Platforms are catching up to enable these strategies & data sources ● Data & technology is sparking ABM’s GTM Era
  • 6. Copyright © 2024 Demandbase Copyright © 2024 Demandbase Scalable ABM Practices You don’t always need a Michelin Star meal 6
  • 7. Copyright © 2024 Demandbase Scalable ABM Practices 7 Breaking the bank for ABM programs Affordable & scalable ABM programs
  • 8. Copyright © 2024 Demandbase Scalable ABM Practices 8 You don’t need a Michelin Star meal You also don’t want be a Lunchable Be a home cooked meal -Buying the most expensive or every technology -Treat every Account with white gloves -Spending $1,000s on each Account -Not investing enough in your technology -The same Spray & Pray to every Account -Not spending enough per Account -Buying the technology that fits your strategy -Focusing resources on the Right Accounts -Aligning spend per Account with Prioritization
  • 9. Copyright © 2024 Demandbase Scalable ABM Practices 9 Home Cooked ABM Staples Account Segmentation ● TAL, ICP, TAM ● Tiered Spend ● Predictive Models ● Product Focused Advertising Account Insights ● Firmo/Technographics ● Account Journey ● Marketing Activities ● Sales Activities ● Journey Stage Focus ● Display, CTV & Social ● Standard vs ReTarget ● Intent Prioritization Secret Sauce ● Gifting ● Personalization ● Artificial intelligence ● Account Identification
  • 10. Copyright © 2024 Demandbase Scalable ABM Practices 10 Activate your Postal experience Program: Re-Engage Executives from Accounts that have gone radio silent after having a Meeting with Sales Identify Executives from radio silent Accounts
  • 11. Copyright © 2024 Demandbase Scalable ABM Practices 11 Choose AI Gifting Option Setup your Postal experience
  • 12. Copyright © 2024 Demandbase Authentic, Human Outreach 12 Claim your gift!
  • 13. Copyright © 2024 Demandbase Copyright © 2024 Demandbase Authentic, Human Outreach Hello, [FIRST.NAME] I saw on your profile… 13
  • 14. Copyright © 2024 Demandbase Authentic, Human Outreach 14 Pitch slap, entirely AI-generated Real personalization, assisted by AI
  • 15. Copyright © 2024 Demandbase Authentic, Human Outreach 15
  • 16. Copyright © 2024 Demandbase Authentic, Human Outreach 16
  • 17. Copyright © 2024 Demandbase Authentic, Human Outreach 17
  • 18. Copyright © 2024 Demandbase Authentic, Human Outreach 18
  • 19. Copyright © 2024 Demandbase Authentic, Human Outreach 19 Claim your gift!
  • 20. Copyright © 2024 Demandbase Authentic, Human Outreach 20
  • 21. Copyright © 2024 Demandbase Authentic, Human Outreach 21 1. Subject: Play on words/ Direct offer that ties back to prospects’ interest 2. Sentence 1: Insert question or observation about personalization here. 3. Sentence 2: Insert problem they’re likely dealing with. Maybe make the gift connection here. 4. Sentence 3: State how you can solve X problem, and an outcome. You could also make the gift connection here. 5. Final sentence: Include a low pressure CTA. This is the time to ask for their interest, not a meeting. (You can offer a meeting once they’ve accepted your gift in Postal’s recipient flow) 6. Sign off with your name. 7. Optional: add a P.S. at the end with a gift connection if you haven’t already included it. Gift Messaging Framework
  • 22. Copyright © 2024 Demandbase Authentic, Human Outreach 22 Hi {{FIRST.NAME}}, For us, AI is more than a trend. It’s a way to build smarter offline engagement by maximizing your time so you can build a smarter ABM strategy. Subject: Lauren from Postal sent you something 1 2 3 4 In fact, marketing and sales teams that utilize Postal to engage target accounts with strategic gifting have seen a 3x return on investment in the first year of implementation. Snag a gift and experience an AI Smart Collection. We’re helping customers book 50% more meetings with thoughtful offline plays like this. Happy to chat about how this could work at {{COMPANY}} - Grab some time with our team after you redeem your gift!
  • 23. Copyright © 2024 Demandbase Authentic, Human Outreach 23 Variable field for ‘Name’ Variable field for ‘Company’ Persona based copy w/ ICP goals top-of-mind
  • 24. Copyright © 2024 Demandbase Copyright © 2024 Demandbase Strategic Product Led Growth But there’s a product video on our website! 24
  • 25. Copyright © 2024 Demandbase Strategic Product Led Growth 25 Short-lived, hacky PLG practices PLG signals embedded into your GTM strategy
  • 26. Copyright © 2024 Demandbase Strategic Product Led Growth 26 Free Product Sign Ups PLG for only New Biz Gating the Product Key Events Ungated Interactive Demos PLG Across the Funnel
  • 27. Copyright © 2024 Demandbase Start alerting GTM Org to Key Events in Product Strategic Product Led Growth 27 Stop alerting Sales to every Free Product Signup -Build into SDR workflow -Triggered Marketing Programs -Advertising based on usage -Webchat personalization -Lots of noise & wasted effort -Wait for people to learn/use the product -Very low conversion rate
  • 28. Copyright © 2024 Demandbase Start using ungated interactive product demos Strategic Product Led Growth 28 Stop gating your product behind Sales -Build into SDR workflow -Drive Accounts to interactive demos -Embed into Product Interest signals -Show off your value -People want to self educate -People have “Form Fear” -What do you have to hide?
  • 29. Copyright © 2024 Demandbase Start using Product signals across the funnel Strategic Product Led Growth 29 Stop using Product signals for only New Biz -Influence Health Scores -Early Churn Identifiers -Up/Xsell insights -Find your champions -Why limit your Sales team? -Customers might not own all your products -Easier to get $1 from a Customer than a stranger
  • 30. Copyright © 2024 Demandbase Copyright © 2024 Demandbase ABM is more than just the “M” It only starts with Marketing… 30
  • 31. Copyright © 2024 Demandbase ● 4th Generation ABM = GTM Era ○ Sales & CS must be bought in & agree on strategy ○ Data & Technology will always spark this ABM is more than just the “M” 31 ● Data is your foundation ○ More than just Marketing Data ○ Sales, CS & Product Data ● Don’t break the bank ○ “Don’t half 🍑 two things, whole 🍑 one thing” -Ron Swanson ● Personalization is more than {{THIS.FIELD}} ○ Optimize the Information they have given you ○ Talk to the person, not the role ● Strategic Product Growth ○ More than just a single product signal ○ Use the knowledge across your funnel
  • 32. Copyright © 2024 Demandbase Copyright © 2024 Demandbase Q & A 32