abm trial & error: what worked, what didn’t
TRANSCRIPT
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ABM Trial & ErrorWhat worked, what didn't, and how to get
started
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Bassem Hamdy
EVP of Marketing, Procore
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If you don’t have a scorecard, how do you know you’re winning?
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6 Keys Tactics
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1. Micro-Segmentation2. Know who you’re talking to3. Educate, don’t sell4. Know your product, cold5. Be a full-funnel Marketer6. Turn customers into advocates
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Closed won conversions
more likely to close with Marketing4X
TAM ForwardMajor 6%Mid Market 4%Emerging 2%
MQA ForwardMajor 17%Mid Market 15%Emerging 9%
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Marketing attribution 80%
Total Marketing Closed Won
62%Total Marketing Attributed Pipe
February 2017
Organic Search 2016
95%January 201699,290
December 2016193,700
January 2016195,311
December 2016364,932
increase in unique users
87% increase in non-unique users
TO
TO
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Engagement 2016
131,064 Engagement
Moments
69,900Market Fit
Engagements
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Cost per lead 2016Decreased by 60%
January 2016$142.51
December 2016
$56.99
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• 70 Roadshows 3 Impact Series 43 National Trade Shows 19 Regional Trade Shows• 65 Dinners & Other Events
Events
Webinars77 Webinars Executed 19.6k Leads
CPL for Webinar Leads $33/Lead
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Marketing ROI
602%
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What was old is new again
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1. Micro-Segmentation2. Know who you’re talking to3. Educate, don’t sell4. Know your product, cold5. Be a full-funnel Marketer6. Turn customers into advocates
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