#flipmyfunnel atlanta 2016 - jason jue - personalize the b2b customer journey to boost demand
TRANSCRIPT
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ABM Web CampaignsPersonalize B2B Journey
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About Me
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3
ABM platform to increase demand
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Account Based Marketing
What have you heard
about when
to use ABM?
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Outbound
What have you heard about ABM
Big Deals
Named Accounts
Inbound
Small Deals
Leads / Funnel
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Account Based Marketing
Will Debunk
ABM Misconceptions
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#1 ABM Misconception
Outbound Only
• Sales calls & emails• Ads
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#1 ABM Truth
Outbound
• Sales calls & emails• Ads
Inbound
• Web• Search
&
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#2 ABM Misconception
Enterprise Only
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#2 ABM Truth: All Businesses
Enterprise Small Business
&
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#3 ABM Misconception
Named Accounts
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#3 ABM Truth
Named Accounts Demand
&
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Low Marketing Impact
Nurture to Qualify
Sales Op
Close, Onboard, Upsell
Lead Capture
90%* of Leads Stall
*SiriusDecisions
2%* of Leads Close
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Account Based Marketing
Traditional Lead Funnel Issues
1. Email Centric
2. Leads Ignore Stakeholders
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http://blogs.forrester.com/lori_wizdo/15-05-25-myth_busting_101_insights_intothe_b2b_buyer_journey
“74% of business buyers conduct more than
50% of their [B2B] research online.”
50%+
Journey is Online
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16
Corporate Executive Board 2016 – Winning The Consensus Purchase
6.8 stakeholdersfor the average B2B purchase
Champion
Manager
Business leader
Direct report
Cross-functional partner
Peer
Journey Involves…
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Nurture to Qualify Sales Op Close, Onboard,
UpsellLead
Capture
Focus on Target Accounts
Account Based Marketing
Personalized multichannel nurturing
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Mary-Manager (known)
Traditional Nurturing
Website Landing Page
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Account Based MarketingABM Platforms
Recognize
Unknown Visitors
By Account
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Recognize and target unknown visitor stakeholders
Brad-Peer
What’s Different with ABM
Website Landing PageJoe-IT
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Mary-Manager
Joe-IT Brad-Peer
Multi-channel account nurturing
Website Landing Page
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Nurture to Qualify Sales Op Close, Onboard,
UpsellLead
Capture
Focus on Target Accounts
ABM Demand Results Across Funnel
Personalized multichannel nurturing
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Unknown inbound visitors view dynamic CTA
Not Targeted Professional Services Education
1.24% Conversion Rate 1.64% CR (+ 32%) 2.55% CR (+ 105%)
Digium: ABM Increased Inquiries
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Digium: ABM Results
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BoardEffect: Pre ABM
SEM LandingPage Same Web Page for All
2.1% Demo Rate
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BoardEffect: Multichannel Nurturing
SEM LandingPage
25% increase in demos
Dynamic Web Page by Search Term & Industry
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DLT: 2016 Markie Finalist ABM Campaign
Data for personalization: Eloqua segments + visitor behavior + IP
Receive web CTAs to speak to cybersecurity expert
Customized Eloqua landing page by topic and org typeCame to Site
Inbound
Outbound: ABM Ad
Account segment specific home page
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Content Hubs with Contact Sales CTA
• Assigned CTA
• Content based on interest
• Account segment specific
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Plex: Increases leads to SDRs
• Use GA or ABM platform reporting
• Add unknown visitor behavior
• Data match using multiple 3rd party & 1st party CRM & MAP
• Track accounts and known and unknown visitor behavior