marketing to enterprise and target accounts
DESCRIPTION
Best practices for selling to large companies- including tips for using Marketo to do so. Enjoy!TRANSCRIPT
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Page 1 © 2013 Marketo, Inc. #mus13
Marketing to the Enterprise
Maria PergolinoVP of Marketing, Apttus@inboundmarketer
Matt HeinzPresident, Heinz Marketing@heinzmarketing
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Marketing to the EnterpriseStrategies and tactics to help you market and sell at the highest level
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This doesn’t write checks!
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What do your customers care about?
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The buyer progression
SolutionProblem/Pain
Objective/Outcome
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People & problems, not products
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Five questions to ask
1. What/who are your targets?2. What do they care about? What
outcome are they seeking?3. Where do you find them?4. What or who influences them?5. How do they want to engage and
(eventually) buy?
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Enumerating needs by role
Want the XLS template? Bring me a business card!
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Granular lead/opportunity stages
Stage Definition Sales Next Step(s) Marketing Next Step(s)
Leads
Open/Not AttemptedNew lead, has not been attempted or contacted by sales
Begin follow-up to get on the phone live to qualify as opportunity
Provide scripts and response offers as needed to increase call-backs
Attempting to ContactSales has begun the process of following the lead follow-up process to reach the prospect live
Continue follow-up attempts via phone, email, "zero out" to reach prospect live
Provide scripts and response offers as needed to increase call-backs
Interested
Prospect has expressed interest in ABC Company and/or achieving better results, and is interested in learning more; full qualification criteria intent/purchase timeline still unknown
Once prospect has been qualified, either move into a "Qualified" opportunity or move to Nurture (if timeline is long-term or undetermined)
Provide collateral, case studies and other information as needed to help prospect determine sales intent
Nurture
Prospect is interested, but there is no near-term opportunity to buy (prospect may have other immediate priorities, or may just need more time to consider interest/intent)
no action Drip marketing to prospect 1-2 times per month with value-added offers, until they're ready to engage in a short-term buying cycle again
Unresponsive
Haven't been able to get ahold of prospect after repeated attempts
no action Drip marketing to prospect 1-2 times per month with value-added offers, until they're ready to engage in a short-term buying cycle again
No Further Action Lead is not a qualified prospect no action no action
Opportunities
Qualified
Prospect has a need & budget, and is actively evaluating solutions
Get demo commitment, plan next steps and timeline to buy (or at least make decision) with prospect
Provide additional support tools as needed (case studies, etc.) to help accelerate prospect interest and buying cycle
Presentation & Demo
Demo has been scheduled or completed; working through objections & questions
Get permission to present formal proposal Provide additional support tools as needed (case studies, etc.) to help accelerate prospect interest and buying cycle
ProposalFormal proposal is in process or has been delivered outlining terms, services, fees
Get verbal commitment to buy pending finalization of terms
no action
NegotiationProspect has verbally agreed to do business; both sides are working through final legal/term/service/fee details
Sign, seal and return baby! no action
Close Agreement has been signed and returned victory lap no action
Closed Lost
Opportunity has stalled indefinitely or is dead no action Drip marketing to prospect 1-2 times per month with value-added offers, until they're ready to engage in a short-term buying cycle again
Want the XLS template? Bring me a business card!
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Individualize
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Standing out at volume
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Leveraging events (yours & theirs)
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Know and work the entire org chart
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Long-term perspective, short-term buying signals
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5 Steps to Enterprise Marketing Success
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Differences from SMB Marketing
• Lower volume of deals• Bigger $ and margins• Known buyer• Longer sales cycles • Many deal influencers • Hard to reach most
senior team members• Ability to spend more
on marketing per buyer
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Step 1: Get Organized
• Build Personas• Build the Database
• Sales or Marketing to Identify Target Accounts• BDRs or Marketing to Identify Prospects within
these Accounts– Current database– New names
Personas evolve and target accounts change – build a repeatable process
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Consider Account Scoring
• May be tricky to implement• Multiple methods:
• Firmographic score • Average of all contacts• Highest scoring contact
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Step 2: Get Systems in Place
• Know how you’re going to track success• Ensure Sales Reps are trained on Marketo
Sales Insight• Utilize tagging campaign to ensure tracking
of target accounts online
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Step 3: Focusing in on TargetsYes: • Display• Pay Per X• Direct Mail • Field Events• Email • Telemarketing
These channels allow for segmentation and personalization – key for successful and efficient enterprise marketing
No: • TV• Radio• PPC• Trade Shows• PR• Content Syndication
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Display – Company Specific
• Get in front of the right companies • Target specific messages or campaigns• More expensive but less waste
Personalized with Company NameCustomized with Relevant Message
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Display – Target Specific
• Get in front of the RIGHT PERSON at the right company
• Personalize all messages • More expensive but NO waste
Does your company believe social media isn’t afit? Start with these programs to prove success.
Display & InMails Targeted ads by Email
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Pay Per Campaigns
• You decide what to buy: Pay-Per-Name, Pay-Per-Lead, Pay-Per-Target Account, etc.
• Often segment by size of company or other firmographics
• Utilize content to further qualify
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Direct Mail
• PURLs and dynamic content• Dimensional packaging• Priority Delivery• Integrated with Marketo or CRM
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Field Events
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Get Personal – Personalization is Key
• Tokens – {(Field=Company)}• Purls – companyname.com/maria • Dynamic Content
• Personalized • Unique Content
& Messaging
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Don’t Forget your Website and Forms
SmartForms
Website
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Step 4: Putting it Together
1 2 X 74 5 98 11
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BDR Reach Out
Direct Mail Received, Email & Call
Direct MailSent to Key Contact
Key Prospect and Message Identified
Target Account Identified
Field Event BDR Reach Out
BDR Reach Out
Targeted Display & PPC
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Segmentation within Target Accounts
IdentifyDecision Maker
Email Program Follow-up w/ALL
Zero Waste Advertising
Inmails
Micro-Event
IdentifyInfluencers
Email Program Follow-up w/ those who
engage
Targeted Display
Postcard
Decision maker:
Influencers:
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Managing in Marketo
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Step 5: Measuring Success
• Early Indicators:• Number of target accounts (per rep, per region)• Data completeness of target accounts• Decision makers and influencers identified from
target accounts• Freshness off
• Program results:• Marketing: Successes from target accounts• BDR: Call Connects at target accounts
• Success: Opportunities Not:• New names• Leads• # of New MQLs
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Measuring Success
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Thank You!