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The Blueprint to Account-Based Marketing (Webinar)
The document outlines a presentation on account-based marketing (ABM) featuring experts from Salesforce, Invoca, and Terminus. It presents the ABM model, strategies for identifying and engaging target accounts, and key performance indicators to measure success. Additionally, it emphasizes the importance of a comprehensive tech stack and for utilizing multi-channel approaches to boost engagement and pipeline creation.
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The Blueprint to Account-Based Marketing (Webinar)
- 1.
- 2. Questions? Use theGTW chat! @jimbohops @juliastead @sangramvajre #ABM
- 3. Presenters JIM HOPKINS Product Marketing Managerat Salesforce @jimbohops JULIA STEAD Sr. Director of Demand Generation at Invoca @juliastead SANGRAM VAJRE Co-Founder and CMO at Terminus @sangramvajre Tweet to win! Use #ABM for a copy of Account-Based Marketing for Dummies @jimbohops @juliastead @sangramvajre #ABM
- 4. What is Account-BasedMarketing? Focused B2B “Smarketing” @sangramvajre #ABM
- 5. The #FlipMyFunnel modelfor #ABM @sangramvajre #ABM IDENTIFY Start with the best-fit accounts EXPAND Focus on people in same roles ENGAGE Right content, right channel ADVOCATE Create raving fans MEASURE Gauge the results & adjust
- 6. Flipping The Funnel:ABM Model @sangramvajre #ABM
- 7. 7 Identify Accounts1 @juliastead #ABM TIER3 TIER 2 Total Accounts: 768 Total Accounts: 1,002 Total Accounts: 2,823 TIER 1 10-20 Focus Accounts / Rep
- 8. Data filters, predictivetools for master list 8 Identify Accounts1 Manual sales & marketing review of Tier 1 accounts Hand-selected ‘Focus’ list by sales reps @juliastead #ABM
- 9. Built out relevantand accurate contact lists for each ABM account: Expand: Find the right people2 • Leveraging 3rd party tools + with manual prospecting research by marketing & SDR team • Reps/SDR cover focus accounts; marketing covers rest of Tiers 1-3 • 8 ideal buyer types • Matching leads to known accounts • Automatically matching leads & converting contacts to target accounts Invested in technology to get holistic view of accounts: @juliastead #ABM
- 10. We rolled out‘omnichannel nurturing’, so contacts get a consistent set of messages across all channels, that progress them through their path to purchase. Engage: Leverage all channels3 @juliastead #ABM Direct Mail Email Display SDR outbound
- 11. Special menu ofhigh cost, high personalization programs for Focus accounts – opted in manually by sales. Engage: ‘Menu’ for Focus Accounts3 @juliastead #ABM Direct Mail Field Events Web Experiences
- 12. • Switched tomulti-touch attribution model, to measure impact & ROI of all ABM touches • Implemented account-based waterfall with Aware, MQA stages Measuring results and advocacy4 @juliastead #ABM
- 13. Main KPIs Measuring resultsand advocacy4 @juliastead #ABM Total amount of sourced, influenced pipeline ($) Pipe to spend ratio across all ABM programs (goal: 10x) Overall conversion rate (%) and win rate (%) Compare conversion and engagement rates for ABM campaigns vs non- target accounts
- 14. Secondary KPIs Measuring resultsand advocacy4 @juliastead #ABM Isolating specific channels to measure uplift impact (display) Number of engaged accounts (%), MQAs (%)
- 15. Measuring results andadvocacyResults @juliastead #ABM Increase in total pipeline after beta ABM programs launched: 1.8X more pipeline than last 2Q 20% higher opp creation rate with Enterprise accounts Lift in opportunity creation rates when ABM display campaigns were added: 50-200%
- 16. @jimbohops #ABM With Terminusand account-based marketing, we saw engagement with 60% of our target accounts with an opportunity-to-spend ratio of 100X. —JIM HOPKINS, Product Marketing Manager at Salesforce “
- 17. How do weget the word out? Internal/Owned Channels Warm Leads Events Website/Blog Email Sales External/Paid Channels SEM Social Review Sites One-Offs Pipe ACV @jimbohops #ABM
- 18. The Solution External/Paid Channels Internal/Owned Channels ACCOUNT-TARGETED CAMPAIGNSSALES-LED, ACCOUNT-BASED ENGAGEMENT Lifted Accounts Pipe ACV @jimbohops #ABM
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- 20. @jimbohops #ABM To marketthe Data, you must see the data • Employees • Revenue • Industries • Technology Installed • Corporate Hierarchy: D-U-N-S Number • Opportunity History • Customer History, Product Usage and more…
- 21. 1 2 The Campaign, Part1 Market to Accounts + Personas Target Buyers Sales Cloud Customers Ready for Take Off Scrubbed ListScrub the List Ready for Data 150 @jimbohops #ABM@jimbohops #ABM
- 22. Results engagement at 63% of accounts Pipe$ to Spend $ 20x Love & Respect @jimbohops #ABM
- 23. 3 4 The Campaign, Part2 Connect to CRM Leads, Opptys Enable the Sales Army @jimbohops #ABM
- 24. Terminus Cloud forABM @sangramvajre #ABM terminus.com/abm-cloud Using the #FlipMyFunnel model for ABM • Build a best-in-class ABM tech stack • Partner program of 40+ B2B marketing & sales software vendors • All integrate w/ Salesforce CRM for a comprehensive strategy • Aligning #MarTech stack allows ABM to be done at scale (1-to-1 or 1-to-many)
- 25. Terminus ABM StackGrader @sangramvajre #ABM terminus.com/abm-stack
- 26. Download full Blueprintto ABM ebook @sangramvajre #ABM 60+ pages of content, 10 worksheets bit.ly/abm_blueprint
- 27. Questions? Tweet tous! JIM HOPKINS Product Marketing Manager at Salesforce @jimbohops JULIA STEAD Sr. Director of Demand Generation at Invoca @juliastead SANGRAM VAJRE Co-Founder and CMO at Terminus @sangramvajre #ABM
- 28. Thanks for watching! Slides,recording & ebook coming soon!
Editor's Notes
- #3 Lead-based People as numbers Broad at the top and small at the bottom
- #4 Lead-based People as numbers Broad at the top and small at the bottom
- #18 And while these are fantastic options and healthy marketing channels, we are one of several other product lines vying for attention from the SDR or BDR teams, hoping to get our leads followed up on.
- #20 Hat tip to Justin Gray, CEO LeadMD via Funnelholic, Craig Rosenberg
- #25 Try new things Don’t feel limited by what your company/team has always done Data is Ace Your first step toward a winning ABM strategy is understanding which accounts to market to, and how Give Sales all you’ve got
- #26 Try new things Don’t feel limited by what your company/team has always done Data is Ace Your first step toward a winning ABM strategy is understanding which accounts to market to, and how Give Sales all you’ve got
- #27 Try new things Don’t feel limited by what your company/team has always done Data is Ace Your first step toward a winning ABM strategy is understanding which accounts to market to, and how Give Sales all you’ve got
- #28 Lead-based People as numbers Broad at the top and small at the bottom