Watch This Free Webinar On-Demand: http://dg-r.co/2fJOLe5 - Why ABM And Predictive Are B2B Marketing’s 2017 Power Couple
Learn why leading brands like Hootsuite believe that predictive & ABM are meant to be & how to leverage this power couple in 2017
Predictive analytics and account-based marketing go together like peanut butter and chocolate. With this combination, it’s easier to create targeted campaigns for a large chunk of key accounts.
In this webinar, you’ll learn why it’s important to add predictive analytics to your marketing stack to successfully deploy and scale an ABM campaign. Experts from Lattice and Hootsuite will reveal tips and tricks to:
• Understand which audiences to target for greater value;
• Know what type of content generates engagement with your target accounts; and
• Understand where a predictive deployment can take your teams.
10. Start with your target market assumptions
Typically will be based on:
• Industry = High Tech, Distributors,
etc.
• Employees >500
• Revenue > $150M
• Geo = North America, Europe
KEY: WORK CLOSELY WITH SALES
11. Predictive analytics adds external B2B account attributes
Typically will be based on:
• Industry = High Tech, Distributors,
etc.
• Employees >500
• Revenue > $150M
• Geo = North America, Europe
KEY: WORK CLOSELY WITH SALESGROWTH
FIRMOGRAPHICS
TECHNOGRAPHICS
BEHAVIOR/INTENT
+
13. Predictive analytics adds external B2B account attributes
The closer the match, the
higher the score
14. Treat accounts differently based on priority
Tier 1: Top 100
accounts
(20 per rep)
Tier 2:
~500
account
s
Tier 3:
~3500
account
s
1:1 personalization at the
account with in-depth
research and full support of
sales and marketing
Personalization at the segment
and persona level with
marketing (ads, email, web
personalization) and SDR support
(Tier 1 SLA)
Personalization at the
persona level with
marketing (web
personalization, ads, email)
and SDR follow-up (Tier 2
SLA)
A
B
C & D
20. Hootsuite’s ABM Segments
Customer
accounts
Top 10 named
accounts
Industry-targeted accounts
1:1 personalization at the
account with in-depth research
and full support of sales and
marketing
1:many personalization by
vertical and persona with
targeted, multi-channel
campaigns
Account selection
Personalized value props
Deeper understanding
21. Choosing the Right Accounts
Use predictive data to inform
account selection
Collaborate with your sales
and product teams on the
final selection
Focus!!
22. Personalizing Your Value Propositions
Ads targeting existing customers, using technographic account
data enriched by Lattice.
24. Success!
10X 30% 4X
Attributed pipeline
between 2nd and
3rd quarters
Increase in TOFU
pipeline velocity for
predictive accounts
Influenced ROI in
first year