everstring account based marketing plays
TRANSCRIPT
©2015 EverString
Account Based MarketingJessica Cross, EverString :: December 2015
©2015 EverString
How to: Account Based Marketing
Audience Selection to identify accounts
Three tiers
2
Insights Messages
Run Plays Measurement of Engagement
Activation Acceleration
Who What How Measure
©2015 EverString
How to: Account Based Marketing
3
Who What How Measure
Predictive Marketingstarts with
Audience Selection
The process of using data to identify your
target accounts
Model your best customer and derive targets from all
accounts in the world
D
D
D
D D
D D
D
D
D
D
D
D
C
D
C
D
C
C
C
C
D
C
C
D
C
C
C
C
D
C
C
D
C
D
C
A
A
A
A
A
B
B
B
©2015 EverString
How to: Account Based Marketing
4
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 focus and budget
spend
Who What How Measure
©2015 EverString
How to: Account Based Marketing
5
Account Research & Information
Use a specialized SDR to research &complete the signal list and
identify individuals
Who What How Measure
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
©2015 EverString
How to: Account Based Marketing
6
Who What How Measure
Segments Awareness Interest Evaluation Selection
Top 500 Accounts
Branded door opener
Customer Case Study Customer Referral Lunch and
Learn
Marketo Users Blog Post
Marketo Integration Webinar
Predictive Marketing Evaluation Guide
Marketo Summit
Eloqua Users Blog Post
Eloqua Integration Webinars
Predictive Marketing Evaluation Guide
Modern Marketing Experience
Create/Specialize content
Rework existing content or create
net new
©2015 EverString
How to: Account Based Marketing
7
Who What How Measure
Develop and run explicit
plays
Identify Decision Maker Invite to Micro Event SDR Call w/ALL Email Nurturing Physical Mailer
Identify Influencers Targeted Display Postcard Email Nurturing SDR Call w/ ENGAGED
Influencers:
Decision Maker:
©2015 EverString
How to: Account Based Marketing
8
Who What How Measure
ABM Reporting is a sub of your current
reporting framework
©2015 EverString
EverString Target Account Marketing Approach
1. Identify Target Accounts2. Identify Decisions Makers3. Clean Account and Lead/Contact Data4. Create Content5. Select Channels 6. Run Campaigns7. Review results and repeat steps
©2015 EverString
EverString Target Account Marketing Approach
1. Identify Target Accounts (EverString)2. Identify Decisions Makers (EverString)3. Clean Account and Lead/Contact Data (CRM Fusion/LeanData)
4. Create Content (Dayna, PFL, UberFlip)5. Program Execution (Marketo, PFL, Vidyard, UberFlip)6. Review results and repeat steps 4-5
©2015 EverString
Mini Results
Star Wars Movie Premier Invite to Key Accounts 92 meetings booked $137,000 in open opps Spent $3,500
Key Planning Points SDRs are part of your campaign LOTS of coordination with Sales
11
©2015 EverString
Thank You!
12
©2015 EverString13