dead simple ways to get started with account-based marketing
TRANSCRIPT
Dead simple ways to get started with Account-
Based Marketing
Jessica CrossDirector, Audience MarketingEverString
Adam New-WatersonChief Marketing OfficerLeanData
Agenda How to get started, where to ramp campaigns, and other cool
tactics Share Jessica’s playbook at EverString Walk through how Adam creates ABM messaging Lessons we’ve learned along the way
What is a Marketing Campaign?Content Articles App Blog posts Books Podcasts Free Trials Guides Case Study
Channel Content Syndication Direct Mail Email Field Marketing Pay Per Click Display Advertising Syndication Email
What is an ABM Campaign?Content Articles App Blog posts Books Podcasts Free Trials Guides Case Study
Channel Content Syndication Direct Mail Email Field Marketing Pay Per Click Display Advertising Syndication Email
Personalized Content
Targeted Channels
6 overly simplified steps of ABM
1. Identify Target Accounts 2. Identify Decisions Makers3. Clean Account and Lead/Contact Data 4. Create Personalized Content5. Program Execution 6. Review results and optimize
Jessica’s tech stack
1. Identify Target Accounts – EverString2. Identify Decisions Makers – EverString, InsideView3. Clean Account and Lead/Contact Data – LeanData, InsideView,
LSN4. Create Personalized Content – UberFlip, Vidyard, PFL5. Program Execution – Marketo, AdRoll, LinkedIn, Field Marketing 6. Review results and optimize – LeanData, InsightSquared
Adam’s tech stack
1. Identify Target Accounts – EverString, Datanyze, Manually2. Identify Decisions Makers – EverString, Clearbit, Datanyze3. Coordinate Sales, SDR and Marketing – LeanData4. Create Personalized Content – Marketo, Reactful, Manually5. Program Execution – LeanData, Marketo, Terminus, LinkedIn6. Review results and optimize – LeanData
Account Selection - The old way Select accounts manually Reps pick who they’ve sold
to Pick by revenue, employee
count, and industry Prioritize based on gut feel
and subjective judgment
Predictive account selection – the new way
ABMstarts with
Audience Selection
The process of using your data to identify your target accounts
Use data to compilean objective list
of target accounts
A
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A
A
A
B
B
B
CD C CC D C
C C CC D C
CC DD C C
DC D C C D C
D C CC C D
DC DC D C
A A
Account Based Marketing Starts with the “Who”
Account Selection
Tier accounts
Insights
Messages
Content
Plays
Campaigns
Field Events
Target Account Activation
Pipeline Sourced
Bookings Influenced
Deal Velocity
Who What How Measure
New SFDC
Lead
Multi-Matches(tie break)
Yes
No
Account match?
Single account match?
Yes
No
Single Match
Lead Owner = Account Owner
or SDR
Lean Data First
Filter Accounts
Accounts remain?
Yes
No
Lead match?
Leads remain?
Filter Leads
Yes
Multi-Matches(tie break)
Yes
Yes
Lead Owner = Matched Lead
Owner
Single Match
Single lead match?
No
No No
Filter Leads
Leads remain?
Routing leads to the right rep matters
SFDC Assignment
Rule
Tier your spend for size of ACV
Who What How Measure
Segments Accounts ACV Revenue
PotentialABM
BUDGET (x10)
Tier 1 10 $500,000
$1,500,000 $150,000
Tier 2 100 $100,000
$3,000,000 $300,000
Tier 3 1000 $50,000 $5,000,000 $500,000
Tier accounts by account persona in
order to promote alignment
and budget spend
How to: Account Based Marketing
Who What How Measure
Account Research & Information
Use a specialized SDR to research &complete the signal list and
identify individuals
Run a mini- marketing organization around each account to develop account persona and explicit
contentMessaging
Account Personas
Create a persona for the account to
drive message
Data Preparation
Map leads to accounts
Improve data quality
Run ABM plays in two layersBuyer Play
Influencer Play
Physical Mailer SDR Call w/ ALL Invite to Micro Event Email Nurturing
Targeted Display Postcard Email Nurturing SDR Call w/ ENGAGED
InfluencersBuyer
Sample: Door Opener Campaign to Key AccountsPFL Campaign to Target Accounts
State of Predictive Marketing Report
Triggered Alert in SFDC upon delivery to trigger SDR call down
How to: Account Based Marketing
Who What How Measure
Account Selection
Tier accounts
Insights
Messages
Content
Plays
Campaigns
Field Events
Target Account Activation
Pipeline Sourced
Bookings Influenced
Deal Velocity
6 overly simplified steps of ABM
1. Identify Target Accounts 2. Identify Decisions Makers3. Clean Account and Lead/Contact Data 4. Create Personalized Content5. Program Execution 6. Review results and optimize
Account-based campaign sophistication
WHO Target AccountSelection
HOWChannels, Offers,Personas
WHYStart the rightconversation
Fake Company – TALENT GRAB
Human resources software to manage talent acquisition
Includes budgeting for benefits package negotiations Management of incentives – stock, signing bonus, perks Employment contract automation
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PERSONA:
NEEDS:
PAINS:
CONFLICTS:
GOALS:
DESIRES:
MOTIVATIONS:
CAMPAIGN: 1st to 2nd demoHead of Human Resources
Aggregate view of talent process & where open reqs are unfilled
Lots of time spent approving tweaks to benefits packages
With CFO, over salary requests from candidates
Keep costs inline while still attracting top-quality talent
To spend more time on employee development
More control over talent acquisition process
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PERSONA:
NEEDS:
PAINS:
CONFLICTS:
GOALS:
DESIRES:
MOTIVATIONS:
CAMPAIGN: 1st to 2nd demoTalent Acquisition Manager
Easier process management without waiting for approvals
Negotiations often make them feel like the middle man
With Talent and with Head of HR
Simplify the process, speed time to benefits package
Making their job easier with less conflict in negotiation
Getting the highest quality candidates so there is low chrun
25
PERSONA:
NEEDS:
PAINS:
CONFLICTS:
GOALS:
DESIRES:
MOTIVATIONS:
CAMPAIGN: 1st to 2nd demoChief Financial Officer
Keep costs in line to reduce burn rate
Head of HR over benefits packages
To make data-driven decisions in all areas of the business
Not knowing how much to budget for HR
To easily see all of the candidates in the pipeline
Reducing costs to apply it to other areas of business
Pick a single moment to start the conversation Find conflict and exploit it Educate on how pain is solved Arm each member for conflict Prove value to gain advocacy Motivate resolution
Focus campaigns on starting conversations
5 challenges in a tough recruiting environment
A new way to manage & nurture new talent
3 KPIs you need to knowabout benefits trends
What your CFO needs todo to improve talent
Trends in modern talentnurturing & development
3 ways to reduce costson top talent
Maintaining great relation-ships for future job reqs
Hassle free benefits negotiations
Rising talent acquisitioncosts are increasing burn
Why getting top talent reduces employee churn
10 ways to reduce talentacquisition costs
What your Head of HR should be reporting
Head of Human Resources Talent Acquisition Manager Chief Financial Officer
ABM - Mini ResultsStar Wars Movie Premier
Invite to Key Accounts 92 meetings booked 11 Opportunities $525,500 in pipeline Spent $3,300
Key Planning Points SDRs are part of your campaign LOTS of coordination with
Sales
What we are analyzing
Weekly :Account ActivationsSourced Pipeline
Every other week :Influenced Bookings
Final Thoughts Picking the wrong accounts sets you on the wrong foot for
ABM. No billboards. Spend money in ways that drive targeted
results. Sales is a critical component of building your ABM campaign. Create the conversation you want your prospects to have. Get your data right. Personalization can go wrong with bad
data. Just say no to MQLs. Report on what actually matters.