ABM Trial & Error: What Worked, What Didn’t
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SPEAKER: Bassem Hamdy of Procore Technologies http://b2bmarketing.exchange
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ABM Trial & Error: What Worked, What Didn’t
- 1. #B2BMX ABM Trial & Error What worked, what didn't, and how to get started
- 2. #B2BMX Bassem Hamdy EVP of Marketing, Procore
- 3. #B2BMX If you don’t have a scorecard, how do you know you’re winning?
- 6. #B2BMX 1. Micro-Segmentation 2. Know who you’re talking to 3. Educate, don’t sell 4. Know your product, cold 5. Be a full-funnel Marketer 6. Turn customers into advocates
- 7. #B2BMX Closed won conversions more likely to close with Marketing4X TAM Forward Major 6% Mid Market 4% Emerging 2% MQA Forward Major 17% Mid Market 15% Emerging 9%
- 8. #B2BMX Marketing attribution 80% Total Marketing Closed Won 62% Total Marketing Attributed Pipe
- 9. February 2017 Organic Search 2016 95% January 2016 99,290 December 2016 193,700 January 2016 195,311 December 2016 364,932 increase in unique users 87% increase in non-unique users TO TO
- 11. #B2BMX Cost per lead 2016 Decreased by 60% January 2016 $142.51 December 2016 $56.99
- 12. #B2BMX • 70Roadshows 3Impact Series 43National Trade Shows 19Regional Trade Shows • 65Dinners & Other Events Events Webinars 77Webinars Executed 19.6kLeads CPL for Webinar Leads $33/Lead
- 14. #B2BMX What was old is new again
- 15. #B2BMX 1. Micro-Segmentation 2. Know who you’re talking to 3. Educate, don’t sell 4. Know your product, cold 5. Be a full-funnel Marketer 6. Turn customers into advocates
- 17. #B2BMX
Notas del editor
- It’s a real honor to be hear. And thank you for the invitation. It’s always great to meet a lot of like minded marketers in the same room. I guess I will start with a question. Is Marketing going through a transition? IS ABM a real transition?
- I’m Bassem Hamdy EVP marketing at Procore. Procore, just name Enterperneur Magizine #2 company culture. Unicorn status. One of the fastest SaaS companies of all time. Helping revolutionize the built industry. 17 years in the space as a marketing leader. I’ve always defined marketing differently than most. People throw around the term revenue marketer. I live and breath by that term. If you don’t drive pipeline and revenue there is no point. Well What does that even mean. Everybody knows that in the buyers jouney the selection has mostly been made, brands have been established months if not years before selection. And then through the journey they are receiving dozens of messages painted by another channel sales – but through that journey marketing needs to help drive that to closed. That’s the type of results marketing needs to target. And if we had to call it ABM to get everyone to take notice than so be it.
- Bizable drives definition of MQA what I can tell you is that it’s working
- This comes from microsegmentation.
- Persona Based
- Educate don’t sell
- Educate don’t sell
- Educate don’t sell
- Know your product cold in marketing.
- Be a full funnel marketer.
- being in marketing is really loving marketing student of the game / what’s happened, and what’s been successful in the past can’t be just b2b, but b2c as well ’ve been lucky to market an enterprise class software didn’t get to market to a user. that’s probably why i’m here today account based marketing was how we sold everything. it was account based. CMiC story tracked by personal with a highlighter, giving myself a red, yellow, green. to a customer ENR insert — hyper focused message hand stick in a 4-page add and deliver to 1,000 prospects company’s coming out party / made us look like the b