YOUR TITLE GOES HERE

AccountBasedMarketingSo Good, People Will WANT You to Target Them

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A bit about usVideo marketing platform for businessRapidly growing in a competitive B2B marketKick-ass Revenue Marketing teamRockin Sales and SDR team*

*Vidyard is an active practitioner of marketing and sales alignment. Results discussed during this presentation may not be achievable by those not adhering to similar practices.

Back in 2013Inbound marketing and Content SyndicationList buying and email marketingEvents and conferencesGoogle adwords and display adsLead scoring and nurturing based on activity

High volume of leads and MQLs!!Such poor conversion rates and lack of efficiency More than 60% of leads rejected#1 Reason for rejection:Company not in target market

From Leads to Target Accounts

Asked the Sales Team

Asked the Marketing Team

Asked the Data!!!Which Accounts Have the Greatest Propensity to Buy?

Which Accounts Have the Greatest Propensity to Buy?

Company sizeRevenueIndustryGeographyetc.Technologies UsedServices Partners

COMPANY SCORE!

Our First Attempt at an ABM Program

Lessons LearnedOffer and CTA had little contextual relevance too forcedLimited to retargeting and marketing to those already in the funnelOrientation session perceived as too aggressive and confusingTargeted accounts werent always actively in the marketNot scalable

Revisit the Attack Plan

3. RELEVANCE1. REACH4. ENGAGEMENT2. SCALE

Account IdentificationPhase 1: Identification, Contact Acquisition & Brand Awareness

COMPANY SCORE AUTOMATION

REACHSCALECompany sizeRevenueIndustryGeographyetc.Technologies UsedServices Partners

Account AttributesActivities & IntentRelated jobs & hiringVideo momentumRecent fundingActively researching video marketingNumber of engaged leads in accountPrevious Dead Opps

Account IdentificationPhase 1: Identification, Contact Acquisition & Brand Awareness

Existing Contacts

Contact Acquisition

Unknown Contacts

Known Contacts

REACHSCALE

Display Advertising

Phase 1: Identification, Contact Acquisition & Brand AwarenessREACHSCALE

Phase 2: Direct Engagement and Targeted Nurturing

RELEVANCEENGAGEMENT

Phase 2: Direct Engagement and Targeted Nurturing

RELEVANCEENGAGEMENT

Phase 2: Direct Engagement and Targeted NurturingRELEVANCEENGAGEMENT

Impressive pitch. I must say, this is one of the best prospecting emails Ive received. Would like to learn more, can we chat the week after next?

Phase 2: Direct Engagement and Targeted Nurturing

RELEVANCEENGAGEMENT

Youve got a mission.

01. MailerPre-loaded, internet-enabled tablets arrive on your desk.

02. VideoA spy video is queued up to tell you about your secret mission.

03. Accept MeetingReal-time lead alert sent to sales exec for scheduling.

04. Follow UpNot ready to talk? Heres more info.

This campaign sends a target list of C-Suite security professionals a tablet with a personalized, interactive video. An international security agency needs your help. Next step: meet with Bottomline. Do you accept this mission?01. 02. 04. 03. Phase 2: Direct Engagement and Targeted NurturingRELEVANCEENGAGEMENT

Phase 3: Automate and Orchestrate as Much as We Can!SCALE &EXPAND

Beyond Core Prospecting:Additional Campaigns via ABM

Competitive CampaignAutomated targeting of accounts using competitive platform (via data in Salesforce) 28 new opportunities influenced

Beyond Core Prospecting:Additional Campaigns via ABMDrive awareness of our user conferenceAutomated targeting of accounts with specific location and company score (via data in Salesforce)

26 accounts influenced to attend14 new opportunities influenced

Grateful Dead Opps Revival campaignAutomated targeting of accounts with previous sales Opportunities with status Closed/Lost

35 new opportunities influenced

Beyond Core Prospecting:Additional Campaigns via ABM

Top TakeawaysCreate programs that are relevant, contextual and personalized to get their attentionConsider integrated engagement programs that leverage your marketing and sales enginesLeverage the right technology to scale and optimize your ABM programs

AccountBasedMarketingSo Good, People Will WANT You to Target Them

And your CEO will be happy too.

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