Building the Foundation to Measure Account Based Marketing

Sumo Logic Confidential

Saad Hameed

Building the Foundation to Measure Account Based Marketing (ABM)

Dave Rigotti

[email protected] I've confirmed there will be a confidence monitor showing the next slide and some notes along with a slide advancer for you. Also, the event is sold out! Your session should have 150 - 200 or so in attendance.

Dave Rigotti

remove

Dave Rigotti

Weave into the end as reminder. Ways to fail / costs of not doing this.

Dave Rigotti

I wonder if this should go later in the deck, maybe even the closing slide. At this point in the presentation we're still setting up the problem.

Saad Hameed

[email protected] Thanks Dave. Overall story and structure look good. I have added added for most of the placeholder slides. let's discuss the details as a follow-up. I believe we can finalize these by end of week

Dave Rigotti

Great! I've done some polishing and also put it in the SumoLogic template. Here's some times we're free this week (all PST) if you'd like to discuss over the phone:2/17: 9 - 10 and 11 - 12 and 4 - 52/18: 9 - 10:302/19: 10:30 - 12


LinkedIn: http://j.mp/SaadHameedTwitter: @SaadVirtus https://twitter.com/SaadVirtus

http://j.mp/SaadHameed

https://twitter.com/SaadVirtus

Dave Rigotti

[email protected] As a remind, I'll intro you and call you onto the stage. I'll pump you up and make you look great. I'll let you do the look to your left and right and tell them something about yourself bit.


Applications, Mobile

Webservers, Email, Clickstream

Security Devices, Desktops

Networks, Servers, Hypervisors

Internet of Things

Real-Time Data Streams

MasterYour Data

• Development & Operations

• Compliance & Security• Business & Customer

Insights to Drive Continuous Innovation

Sumo Logic: Continuous intelligence for the modern software centric company


The Demand Equation

• 300+ Employees; Marketing team size is 24

• Many routes: Field Sales, Inside Sales, Self-Subscription, and Partners

• Prospects range from Fortune level to startups across most verticals

• Channels ranging from SEM, Organic, Social, Syndication, Sponsored Webinars, Tradeshows, Field events, User Groups, etc.

• ABM is crucial for penetrating Mid-Market and Enterprise


= takeaways


The Complex Nature of B2B Measurement


Measurement Of Programs Adds To Complexity


Why ABM Compounds Complexity

Entity Complexity(Contacts, Accounts, Leads, Opportunities)

Purchase Complexity(Interactions, Channels, Offers, Purchase cycle)

Traditional B2B

Advanced B2B

B2CLOW

HIGH

HIGHLOW

Andrew Nguyen

Does this communicate the main idea we have for this slide? See notes section for talking points.Would it make more sense to move "B2B farther to the right?

Saad Hameed

Thanks [email protected] Good start. I have added the key variables that are part of B2B & B2C measurement at the top of the comments section below. I would suggest y Axis as Entity complexity (Multiple contacts, Channels, Interactions) & Purchase Complexity (Purchase length and # of purchases). Let's then plot the values. Instead of B2B, I'd suggest calling it Traditional B2B and ABM as Advanced B2B.

Dave Rigotti

[email protected] ABM marketing has more complex purchase complexity so should be to the right of B2B. Might be easier to just make this google drive/ppt elements instead of an image.


Key Metrics for ABM

• The conversion rates of cohorts• The velocity of cohorts• The resulting outcome of customers and revenue


3 Steps To Success With ABM Measurement AND

Get It Right From the Start

1. Create a marketing taxonomy

2. Build solid tracking foundation for all buyer interactions

3. Identify marketing impact on pipeline (including ABM Programs)


#1: Create a Marketing Taxonomy


Creating a Taxonomy For Marketing Based On the Context of Your Company


Key Takeaways: Marketing Taxonomy

• Understand and map your marketing channels

• Find technologies to fill gaps in data and execution per channel

• Align with your sales and finance teams from the beginning

• EDUCATE, EDUCATE, & EDUCATE

Saad Hameed

[email protected] let's discuss the 2nd bullet during our meeting...need to understand context

Dave Rigotti

Saad to wordsmith/adjust bullets as needed


#2: Build Solid Tracking Foundation For Buyer

Interactions


Build a Robust Tracking Layer Across All Channels• Audit existing tracking for digital channels; make no

assumptions

• Select solution totrack and measure multi-channel influence & impact

• Build tracking for the first behavior/channel that brings prospects to your funnel (before the form fill)

• Track offline touchpoints like field events, mail, etc.

• Track ABM Programs with unique identifiers

Dave Rigotti

A bit text heavy, consider splitting this up to two slides [email protected]


Key Takeaways: Tracking Foundation

• Build Data Quality dashboards to scale implementation/roll-out

• Verify data entry and exit points to verify there’s no delta (as an example for Click to Chat leads, both Chat system & CRM have same number of touchpoints)

• Track sales efforts (e.g. email, calls) to give proper credit


#3: Measure marketing impact on pipeline/bookings (including ABM Programs)


Measure Multi-Touch Marketing Impact

• Establish an Influence Measurement logic that aligns with the context of the market situation and objectives of the Corporation

• Zoom out to holistically understand marketing impact on conversion and revenue influence

• Measure impact of ABM programs to non-ABM Programs

Dave Rigotti

[email protected] I checked with Andy on implicit measurement/reporting. I misspoke to you -- sorry! We do implicit mapping through the Account for SumoLogic so that it's not tied through contact roles on the opportunity. (It's an opt-in feature we use for our own marketing that I just wasn't aware of.)

Dave Rigotti

[email protected] If you get the question, "what attribution/influence model are you using?" I recommend talking about how you are using Full-Path which is tracking all touchpoints but gives credit to the major transitions -- first, lead creation, opportunity creation, closed won. Longer term, you're looking to move to something more custom. (Most people aren't doing multi-touch attribution at all yet and we find a custom model is a big leap for them. Always recommend they start with something like w-shaped or full-path to collect multi-touch data first.) Regarding how custom model would work, it's hard to say since the product team hasn't built it yet. I recommend connecting with Hillary on that so you can provide input to product development.

Dave Rigotti

A bit text heavy, consider splitting this up to two slides [email protected]


Measuring ABM with Bizible TouchpointsNot real data, for

simulation purposes only.


Measuring ABM with Bizible TouchpointsNot real data, for


ABM Channel

ABM Channel

ABM Program

ABM Program

ABM Program


Comparing Channel PerformanceNot real data, for


EMail

Events & Conferences

Paid Search

Organic Search

[ABM] Mailer

[ABM] Outbound Calling

Social

Marketing Channel

Dave Rigotti

[email protected] I think this is what you were talking about -- let me know if not.


Keys to Building Foundation to Measure ABM

• Agree on and build, a robust taxonomy• Use touchpoints as the standardized measurement for

tracking• Connect online and offline marketing channel data• Adopt multi-touch influence solution and logic for

channels• Look at impact conversion (lead to opportunity, win

rates, etc) and influence (revenue) to determine value• Measure ABM against other programs


[email protected] Questions?

Building the Foundation to Measure Account Based Marketing

Marketing

Transcript of Building the Foundation to Measure Account Based Marketing