ABM Quick Win Tactics

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ABM Quick Wins: Driving Demand for Target Account Segments © Triblio Inc. All Rights Reserved. Not for Distribution

Transcript of ABM Quick Win Tactics

Page 1: ABM Quick Win Tactics

ABM Quick Wins: Driving Demand for Target Account Segments !

© Triblio Inc. All Rights Reserved. Not for Distribution!

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!Why ABM on Your Website Matters…!

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!The B2B Buyer Journey !Involves Your Website!

Supplier website is #1 source of !Information for B2B buying!

Buyersphere Report 2015!

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Consensus Buying = Multiple Decision Makers!

Mary!Senior Manager!

Joe !IT Guru!

Barbara !Finance Exec!Hidden influencer profiles!

“On average, 5.4 people need to sign off on each purchase” !

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“Making the Consensus Sale”!Corporate Executive Board!

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ABM Tactics !That Work!

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ABM Tactic #1:!Increase Leads for Target

Account Segments!

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! Increase Leads for !Target Account Segments!

Client Example: Digium!!•  VoIP business phone systems!•  Objective: Better quality lead capture

without sacrificing quantity!•  Target prospects in 6 account segments

w/ relevant offer!!!

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Campaign: Target unknown visitors with premium offer CTA personalized by industry !-  Targeted accounts get industry-specific offer, others are served generic offer!-  Personalized CTA out-perform default CTA by up to 105%!

Non-personalized! Professional Services! Education!!!!!!!!!!

1.24% Conversion Rate!!

1.64% CR!(+ 32%)!

2.55% CR!(+ 105%)!

Overall result: >30% growth for in-target leads

Personalization Campaigns = Results!

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Out-Target!In-Target!

< 20% of web visitors are in-target prospects!

All Web Visitors!

Key Takeaway: !Focus on Target Account Segments!

!What account(s) visiting your website?!Are you targeting the 20% that matters?!

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ABM Tactic #2: !Drive Qualified Sales

Conversations !

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Drive Qualified Sales Conversations!

Client Example:!!•  ~ $700 PR Software Vendor !•  Objective: Drive Sales Demos!•  Target middle-funnel leads w sales CTA !

~ 10X lift in sales conversations

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Typical B2B Website Today…!

“Spray & pray” CTAs!

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Personalized CTA: Email capture w/ premium !content offer for “anonymous” (ToF) visitors!a)  industry!b)  company attributes – SMB / Mid / Enterprise!

Personalized CTA: Demo request w/ relevant messaging.!a)  “known” visitor profile!b)  lead score!b)  engaging lower funnel content!

Key Takeaway:!Maximize Sales Conversation by !

Funnel Stage Targeting!

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ABM Tactic #3: !X-Sell & Renewals!

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Upsell / X-sell to Existing Customers !

Complementary product offer CTA!

Client Example: WealthEngine!!•  Wealth demographic data platform!•  2015 Gartner Cool Vendor for Marketing!•  Objective: Increase x-sells to existing

customer base!•  Solution: Targeting existing customers

with complementary product offer!!

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!Key Takeaway:! Customers Are a Strategic Account Segment !

!“80% of future profits come from 20% of customers”

!~ Gartner Group!

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①  Generate Leads by Focusing on Target Account Segments

②  Drive Qualified Sales Conversations by Funnel Stage Targeting

③  Impact Revenue by Targeting Existing Customers as a Strategic Account Segment

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ABM on Web is Shortest Path to Value

Summary!