using martech to take your abm to the next ... - b2b...
TRANSCRIPT
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Using Martech to take your
ABM to the next level
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Why?
Different types of ABM
The 3 stages of building an ABM program
Challenges around ABM
ABM Technology Utopia
Martech at each stage of the journey
Technology to use now at every stage
Questions
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
A Boring Marketeer
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
stakeholders
now formally
sign off on each purchase
(CEB in HBR)
say they are
tightly or
moderately
aligned with
sales (Sirius decisions)
91% of those
with an
ABM programme
in place
of marketers say
outperforms other investments
(ITSMA)
85%
ABM
An estimated
6.8
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
ABM Quick Poll
If you are doing ABM which type fits more closely with your programme
The Result
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Identify Create Connect
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Challenges of running an ABM
programme
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Size of the DMU
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Investing your energy
in the right prospects
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Sales cynicism
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Creating messages that truly resonate
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Talking to your ABM prospects wherever they are (in the way that works for them)
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Measuring ROI
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Technology is not the silver bullet!
Technology is not the ABM silver bullet
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
ABM Utopia
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
ABM Tech through the customer journey
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
ABM Quick Poll Do you currently have an MA platform in place?
The Result
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Investing your energy in the right prospects
Sales cynicism
IDENTIFY
Size of the DMU
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
CREATE &
CONNECT
Creating messages that truly resonate
CREATE
&
CONNEC
T
Talking to your prospects in the right way
wherever they are
Sales cyncism
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
CONVERT
Investing your energy in the right prospects
Measuring ROI
Talking to your prospects in the right way
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Thank you and questions