Mapping Out A Successful ABM Scaling Strategy

Angus Reid, Global Channel Marketing Strategist, Hewlett Packard Enterprise

Kevin Cunningham, CEO, MRP

glsr.live/ABM

HPE

Creating a world where everything computes

Intelligence will be embedded everywhere

Everyone and everything will be connected and secure

Through data, everything will be understood

MRP Prelytix

About MRP Prelytix

Trusted Partner with Global Reach Drive ROI Through

Customer Centricity

• Deliver and measure revenue impact

across online and offline channels

• Operationalize insight directly into

action using the industry’s first

application of real-time AI and

Machine Learning, powered by Kx

• Measure and optimize success based

on revenue impact

The Only Enterprise Class

Predictive ABM Platform

• Executing ABM since 2002

• We help enterprise and mid-market

organizations that serve multiple

geographies, lines of business and

industries

• MRP enables you to share insights,

coordinate partner outreach and

coordinate execution and optimization

across the business

• MRP operates in 100+ countries, 20+

languages

• 700 employees based in 10 global offices

• Publicly listed on LSE: FDP

10

Account Insights

6

Enterprise Class Predictive ABM Contact Activation Predictive Engine

Powered by:

Contactability

Technographic

Context Engine

News/Jobs Data

MAP

Audiences

Product Interest

Social Media

Email Marketing

Inside Sales

Website

Content

Syndication

Display

ORCHESTRATION

ENABLEMENT

Direct Mail

1st Party

MRP: 2nd Party

3rd Party

CRM

Web Tracker

INTEGRATION

Our Goal

7

Finding and Scaling Success Through Enterprise Class ABM

8

How Did We Get There?

Target decision makers within accounts

through insight driven direct mail.

Focus on monitoring HPE target accounts

and industries across UK & Ireland

Establish online buyer activity and

purchasing propensity

Sales Qualified Leads passed for direct

follow or placed into existing HPE

infrastructure within nurture program.

9

Prelytix Initial Findings

• 2.5K Active accounts

• 822 keywords consumed

• 1.4M page views (total number of pages containing relevant HPE keywords)

• 993.2K unique views (unique IP addresses)

Prelytix Insights

• Top 10 verticals consuming HPE keywords and searching for HPE product offerings

• Active accounts with most increased and decreased activity over last 7 days

• Overview of most popular HPE keywords accounts are consuming & overall buyer journey of each account

Account Insights .

Orchestration: Activation

10

• Pay for Performance Program

• Verified Contact Details

• Account Level Intelligence

• Leads Generated for Nurture and Instant Meetings

Created for Sales

Direct Mail

11

Program Overview

Phase 2/3

1st Renewal & Program Extension

Phase 4

Current Program Phase 5

Expansion

• Growth on existing

relationships

• Program

development into UKI

Public Sector

• Expansion into new

markets and

geographical reach

Aug 2018 Jan/Feb 2019 June 2019 2020

Phase 1

Pilot

Primary objectives:

Direct Mail and Prelytix UKI

Market: Midmarket

Verticals: All Sectors

(Commercial & Public

accounts).

Primary objectives:

Direct Mail and Prelytix UKI

Market: Midmarket

Verticals:

• Client Provided Stalled

Pipeline

• Net New PX Commercial &

Public accounts.

Primary objectives:

Direct Mail and Prelytix UKI

Market: Enterprise

Verticals: All Sectors

(Commercial & Public

accounts).

12

Program Overview

Renewal & Extension

Pilot

152 Profiled Leads

446 Profiled Leads

Current Program

Profile Response Rate 2x Industry Standard

240 Profiled Leads

$2.1 m Pipeline/Revenue

80% MQL/SQL Conversion

Enablement

13

Lead Conversion & Pipeline Optimization

• Drive marketing, sales & channel alignment; focused on converting pipeline

and revenue faster

• Get a full picture of marketing response trends across marketing

engagements

• Develop and maintain consistent reporting between marketing & sales

• Highlights have included:

• Average profile response rates 2x the industry standard with one

campaign resulting in profile response rates nearly 6x the

industry standard!

• Almost 1000 MQLs generated across all campaigns

• MQL to SQL Conversion: 80% • Current Pipeline: $2.1 Million

14

Thank You!

Kevin Cunningham

CEO, MRP

kcunningham@mrpfd.com

Boston

Belfast

Philadelphia (HQ) Dublin Sydney

Dubai New York

San Francisco

Singapore

Managua

London

Angus Reid,

Global Channel Marketing Strategist,

Hewlett Packard Enterprise