3CriticalStepsToAccount-basedMarketingSuccess

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Panelists MODERATOR:CarolKrolEditor-in-Chief,DemandGenReport

Sonjoy GangulySr.VPofProductManagement

MadisonLogic

@SJGanguly

HarryGoldCEO

OverdriveInteractive

@HarryJGold

3 Critical Steps to Account Based Marketing Success

September 8, 2016

BUILDING AN ACCOUNT LIST

OptimizeTrack, Report and Respond

Brand

Search Engine Marketing

§ Organic§ Paid§ Online PR/Linking

Online Media§ Sponsorships§ Banner Campaigns§ Product Listings§ Email/RSS Feeds§ White Paper Syndication

Social Media§ Social Networks§ Content Channels§ Blogs

Drive

Call Centers

Webinars/Trade Shows

Site NetworkMain and Mini Sites

Landing PagesData CaptureApplications and Incentives

Capture

SalesMaterials

DatabaseMarketing Automation/Nurture

CRM/LeadDatabase

TelemarketingeAlertsSocial/ViralDirect Mail

SalesTeam

Convert

Overdrive Account Based Marketing (ABM)

Target Audience Development•Interviews, Research•SalesForce, House List•ZoomInfo, Syndicated Data•Target Audience Segmentation•Nurture Track Development

Media Planning & Buying•IP & Company Name Targeting•Marketing Automation Cookie Targeting•Named ABM Contact Retargeting•Custom Audience Email Targeting•Direct Mail Campaigns

Nurture & Marketing Automation•High Value Offer & Content Development•Email Drip/Nurture Campaigns•Triggered Events, Adaptive Web Content•Triggered Direct Mail, Clutter Busters, Events•Sales Team Alerts, Social Connections, Outbound Call Scripts

Measurement & Optimization•Metrics Definition, Lead Scoring•Dashboard Design•New ABM Leads, Cookied Leads•ABM Lead Engagement, Pipeline Influence•Sales, Revenue, ROI Reporting & Optimization

Result: Segmented Target List & Plan of AttackA target list of contacts who can actually make or influence buying decisions related to you product and a plan for nurture track development.

Result: Targeted Reach & FrequencyA steady-state media campaign that keeps your ads, offers and brand in front of a highly targeted audience of ABM contacts.

Result: Targeted Engagement & Escalation Highly targeted email and content, relevant website experiences, target account engagement, timely sales efforts and lead escalation.

Result: Measurable ROI & Ongoing ImprovementHighly targeted email, relevant website experiences, increased target account engagement, timely sales efforts and lead escalation.

Scaling Up and Segmentation

Target Audience Development•Interviews, Research•SalesForce, House List•ZoomInfo, Syndicated Data•Target Audience Segmentation•Nurture Track Development

Result: Segmented Target List & Plan of AttackA target list of contacts who can actually make or influence buying decisions related to you product and a plan for nurture track development.

ABM/Flip My Funnel Dilemma

• Tiny group of companies and people at the narrowest end of the sales funnel

• It’s their “flipped funnel” or “the companies we are working on right now”

ABM According to Sales ABM According to Marketing§ All the companies and people you want to do business

with now and in the future§ The total universe of companies and prospects who

could actually buy your products

PUT THE “MARKETING” IN ABMCreate a Scalable ABM Universe

Companies

Decision Makers

Influencers

ABM LIST DEVELOPMENT (Local Tech B2B)

§ States: CT, MA, NH, RI§ Company Revenue: $50 Million+§ Industries: B2B Technology§ Titles: Marketing

REVERSE IP LOOKUP / ID INTENDERS

THE PROBLEM WITH A LEGACY ACCOUNT LIST

A STATIC SNAPSHOT OF THE MARKETPLACE

üAUDIENCESüACCOUNTSüCONTENT

IDENTIFY

Prioritize Your Account list

Your ExistingAccount List

Supplement YourAccount List

ENGAGING YOUR PROSPECTS

• Larger Committees, More Diverse

CHALLENGES

Consensus sale means engaging diverse audiences at varying stages of the buying cycle at the same time.

• There are more accounts interested in products than are identified in your target account list.

• You need to reach more people at more companies using a multitude of tactics.

MARKETING ECOSYSTEM

DAT

ACH

ANN

EL

VIDEO

INTENT DATAINSTALL

BASECROSS DEVICE

PREDICTIVE 3rd PARTY 1st PARTY

VIDEO NATIVE CONTENTSOCIALPROGRAMMATICDIRECT

PUBLISHERS

ACTIVATE DATA ACROSS CHANNELS

DATA DRIVEN, GLOBAL PLATFORM FOR ABM

UnifyMultiple

Data Sources

Activateacross many

media channels

Leverage account level engagement

and attribution

INTENT DATAINSTALL

BASECROSS DEVICE PREDICTIVE 3rd PARTY 1st PARTY

DAT

ACH

ANN

EL VIDEO NATIVE CONTENTSOCIAL

PROGRAMMATICDIRECT

PUBLISHERS

CAMPAIGNSTracked by marketing

objectives

PROGRAMSTracked by business

objectivesvs.

SHORT-LIVED ALWAYS ON

ALWAYS ON WITH ACTIVATE ABMTM

Create awareness and demand with the

accounts through all stages of the buying cycle

COVERAGE

Increase effectiveness with predictive algorithms as they learn and adapt

CONTINUALIMPROVEMENT

Keep your funnel filled to fuel your marketing and sales resources 24/7

SCALE

Media Planning & Buying•IP & Company Name Targeting•Marketing Automation Cookie Targeting•Named ABM Contact Retargeting•Custom Audience Email Targeting•Direct Mail Campaigns

Result: Targeted Reach & FrequencyA steady-state media campaign that keeps your ads, offers and brand in front of a highly targeted audience of ABM contacts.

ABM MEDIA PLANNING AND BUYING

ABM MEDIA TARGETING

Company IP

IP + Intent

Custom Audience

ABM Cookie

Named Lead Marketing

Automation Cookies

UNIVERSE OF OPPORTUNITY

Account Based Marketing

Targeting TacticsEmail matching, retargeting, lookalike modeling, CRM data, company/IP targeting, behavioral targeting, 3rd party audience data, demographic, geo, social behavior, contextual, keywords

RETARGETING BRAND EMBRACE

RETARGETING BRAND EMBRACEBuild an ABM Cookie Pool

REMARKETING ABM NURTURE CAMPAIGN VIA DISPLAY

ABM NURTURE STREAM

MEASURINGSUCCESS

Measurement & Optimization•Metrics Definition, Lead Scoring•Dashboard Design•New ABM Leads, Cookied Leads•ABM Lead Engagement, Pipeline Influence•Sales, Revenue, ROI Reporting & Optimization

Result: Measurable ROI & Ongoing ImprovementHighly targeted email, relevant website experiences, increased target account engagement, timely sales efforts and lead escalation.

ABM REPORTING AND OPTIMIZATION

GOOGLE ANALYTICS ABM REPORT

• DATE RANGE: January 1, 2015-July 31, 2015

• NEW ABM CONTACTS16,322

• ABM COOKIE POOL: 48,749

• ABM ENGAGEMENTS: 9,886

• PIPELINE INFLUENCE:

$145,800,000

Companies identified through reverse IP lookup

REFERRING SITES

ABM Engagement Report

§ Staying in front of the right people§ Driving targeted site visits§ Driving qualified leads§ Encouraging content consumption§ Lead score and sales escalation§ Contact and dialogue§ Increases sales

ABM & NURTURING IS NOT JUST ABOUT NEW LEADS: It’s About Increasing Targeted Engagement

THE ALPHABET SOUP OF METRICS

ACCOUNT-BASED MEASUREMENT FOR EVERY TACTIC

THE METRICS THAT MATTER TO YOUR CEO: PIPELINE & REVENUE

CLICKS

SALES

PERFORMANCE MEASUREMENT TACTICS

SALES OPPORTUNITIES

WEBSITE VISITORS

DATA TARGETING VERIFICATION

Who became a Sales opportunity after engaging with your campaign?

What target audience did your campaign reach?

Who visited your website after engaging with your campaign?What was the lift in targeted traffic?

VA

LUE

ATTRIBUTION

Indicator for distribution and scaleBE AWARE OF: Mistaken clicks, high fraud rate, multiple clicks by same users

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Q&A/Panelists MODERATOR:CarolKrolEditor-in-Chief,DemandGenReport

Sonjoy GangulySr.VPofProductManagement

MadisonLogic

@SJGanguly

HarryGoldCEO

OverdriveInteractive

@HarryJGold

#ABMSuccess

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