Scalable ABM for SMB
Transcript of Scalable ABM for SMB
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Scalable ABM for SMBA Marketo Case Study
AnastasiaPavlovaSr.DirectorofMarketing,Marketo
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Agenda
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• DoesanABMStrategyWorkforSMBs?• Framework:5StepstoABM• MarketoCaseStudy:HowtoTarget&EngageSMBAccountstoDriveHigherRevenue&ROI
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Does an ABM Strategy Work for SMBs?
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60% of SMBs Are Not Using an ABM Strategy
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Top ABM Challenges for SMBs
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Source:Marketo’s TheStateofABMsurvey,NorthAmerica,September2016
1. UnderstandingtheBasics&BenefitsofABM
2. ContentDevelopmentandContentStrategies
3. LaunchingIntegratedMulti-channelCampaigns
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Account-Based Marketing (ABM)
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Marketingeffortsfocusedexclusivelyonthose
accountsthatmattermost.
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Key Benefits of ABM: The ROI is Very High
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- AlteraGroup
“ABMhadasomewhathigherormuchhigherROI”
97% 70%
“ABMwasoneof themostimportantrevenuegeneratingstrategies”
- Account-BasedMarketingConsortiumandDemandMetric.
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Framework: 5 Steps to Account-Based Marketing
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5 Steps to Account-Based Marketing
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Marketo Case Study:
How to Target & Engage SMB Accounts to Drive Higher Revenue & ROI
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Goals and Strategy
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Goal:• ForSMB,drivehighervaluedeals
Strategy:• LeverageABMtomarketandselltohighervalue
accounts– useverticalmessagingandcontent
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1. Identify and Profile Accounts
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Typical Account Identification Considerations
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Account Profiling And Mapping
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Buildaplantofocusontherightpartoftheorganization:Gatherresearch:• Financialhealth• Businessinitiatives• Personneldevelopments• Technologies• Orgstructure• SWOTanalysis• Industryanalysis
AcmeIndustriesIn-depthCompanyReportAugust2015
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Leverage Tools
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Use Predictive Account Scoring
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HistoricalData- Winrate- DealSize- Etc.
FirmographicData- AnnualRevenue- EmployeeSize- Etc.
4K+Signals- SocialMediaActivity- Funding- Etc.
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Account Selection & Enrichment Process
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Top100 Tier1 Tier 2
Selectioncriteria
• StrategicaccountsselectedbySales
• ExistingaccountsinCRMwithAccountScore=100
• “Lookalike”accountswithAccountScore=100thatwepurchased
Enrichment• Convert allleadstocontacts• Purchase newnames• Opt-in contacts
UsepredictiveaccountscoringANDrepknowledgetoselectaccounts• Implementtiers• Maintainconsistencyforatleast6months!
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2. Create Compelling Content
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Great Content = Relevant Content
+ Right Time+ Personal
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It’s Not Just Ebooks
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• Industryreports• Webinars• SlideSharePresentations• Videos• Blogposts• Podcasts• Infographics• ActivityBooks/Worksheets• CaseStudies
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Know Your Buyer
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Exec.Sponsor DecisionMaker Influencer
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Map Content To Buying Stages
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EndUser
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How to Scale With Content: 4Rs
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3. Launch Cross-Channel Campaigns
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Think Multi-Channel
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• Testnewchannels• Usethechannelsthatworkfortheobjective• Coordinateyourmessageacrosschannels• LeverageMarketingAutomation
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Take a Tiered Programs Approach
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Top100Tier1Tier2
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Personalized Campaign Examples
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Web Personalization
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148%moreconversions
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Retargeting
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TheseadsdriveTWICEasmanyconversions
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Direct Mail
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Trigger-based,automatedprogramtodrivemeetingswithexecutivesinTop100TargetAccounts
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Personalized Video
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2Xopenrate;80registrations
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Financial Services Webinar Series
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11attendees,3opps
9attendees,3opps
21attendees,2opps
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4. Align Sales & Marketing
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• JointAccountSelection&Planning• Transparency&FrequentCommunication
• Goals&IncentivesAlignment• Prioritization&Efficiencies• SalesEnablementandTraining• DataQualityInvestments
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How
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Sales Enablement: Create a Playbook
• Segmentationbyvertical+prioritization
• Usepredictivescoring• Messaging+proofpointsforpersonas
• Callingscripts&lists• Salesnurtureemails• SpecialSFDCviews
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5. Measure & Analyze
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Know What to Measure When
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Goal =Createpipelineandrevenuewithintargetaccounts
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ABM Dashboards & Reports Provide Visibility
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Results
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37%higherwinrate 66%higherASP
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Results
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11%QoQ growthinOpportunitiesCreated
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Key Takeaways
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• DetermineifABMworksforyou• CollaboratetightlywithyourSalesteam• Userepknowledge&predictivescoringforaccountselection
• Createpersonalized,targetedmessagingandcontent• Coordinateyourmulti-channelstrategy• Measureandimprove
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Thankyou!
VisitMarketoBoothBA4
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