Going “All In” On A Targeted Account Strategy
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SPEAKER: Jennifer Dimas of Plex Systems http://b2bmarketing.exchange
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Going “All In” On A Targeted Account Strategy
- 1. #B2BMX Going “All-In” On A Targeted Account Strategy Jennifer Dimas, Plex Systems
- 2. #B2BMX Target audience: Manufacturers (Both Discrete & Process) Selling Cycle SMB 6-9 month cycle ENT 12-18 month cycle Decision makers SMB 2-5 ENT 8+ ADS SMB $75K ENT $300K A Little About
- 3. #B2BMX Why We Are Account Based? 100% Focused 100% Aligned 100% Accountable
- 5. #B2BMX Defining Your Targets is the Key Transportation Automotive Fabricated Metals Aerospace & Defense High Tech Industrial Machinery & Components Plastics, Rubber & Packaging Food & Beverage, Sweet Spot Automotive Fabricated Metals Construction & Agriculture Aerospace & Defense Electronics Components Electrical Components Industrial Machinery Plastics & Rubber Oil & Gas Equipment Other Discrete Food & Beverage 2015 Verticals 2016 Verticals Automotive Fabricated Metals Industrial Machinery & Components High Tech Plastics, Rubber & Packaging Aerospace & Defense Food & Beverage, Sweet Spot +2H Market Emerging Industries Food & Beverage Transportation High Tech & Industrial Food & Beverage Automotive General Manufacturing Process Manufacturing 2017 Verticals
- 6. #B2BMX Plex Target Market >70% Product Fit 60-70% Product Fit <60% Product Fit
- 7. #B2BMX 2017 ENT US Territory Map
- 8. #B2BMX What going “all in” means to us…. Named Account Territories Equally weighted patches Efficiencies in Time & Investment focus on accounts that are most likely to become customers Aligned Marketing for Demand Gen- w outbound direction from Sales Clear guidelines for Sales & Partner Generated Demand
- 9. #B2BMX Integrated Team Structured by Buyer’s Journey Unengaged Engaged Inquiry MQL Pipeline Win TOFU MIFU Customer *Hotel California Nurture + Insufficient Data= 3,070
- 10. #B2BMX ENGAGEMENT A digital sign of intent HANDRAISE Unqualified response to a marketing tactic INQUIRY Response to marketing tactic from a target account MQL Marketing Qualified Lead PIPELINE Multi-stage (2-5) progression of an opportunity SAL Sales Accepted Lead AWARENESS Target Accounts & Influencers CLOSED/WON TARGET ACCOUNTS Unengaged to engaged – 20% of Demand Spend Engaged to Inquiry – 30% of Demand Spend Inquiry to Qualified Lead – 45% of Demand Spend Qualified Lead to Pipeline – 5% of Demand Spend
- 11. #B2BMX MQL: Marketing Qualified Lead A saleable appointment with The right company The right person (an influencer or decision maker) Who understands they have a business problem Who knows Plex may be able to help them address this problem Who is willing to have a meeting with a rep to discuss next steps Handraises Inquiries MQL SAL Pipe $$ Handraises Inquiries MQL SAL Pipeline Win ACCOUNTS
- 12. #B2BMX Warmer Reframe Rational Drowning New Way Forward Solution Emotional Impact Challenging Across the Buyer’s Journey Tone Spark Introduce Confront Content Type Disruptive Motivational Prescriptive
- 13. #B2BMX Spark Disrupt Introduce Motivate Confront Prescribe Commercial InsighteBook Analyst ReportEmail/Blog Marketing Sales
- 14. #B2BMX Aligning the Message to the Buyer’s Stage
- 15. #B2BMX The New Plex.com Industry IP Targeting Automotive IP Served Generic Auto Banner Quality Banner and CTA in Grey Bar Increased Conversion F&B Homepage for Process visitors
- 16. #B2BMX Geo IP Targeting Canadian IP Served Canadian Banner Mexico IP directed to Mexico Site
- 17. #B2BMX Account Phase IP Targeting Customer-Focused Content
- 18. #B2BMX Web Programs –Remarketing by Segment Visitors that have not converted on Plex.com are served Plex ads across various networks Automotive General
- 19. #B2BMX TOFU Campaign Structure Automotive DX Progressive Profiling Gen Manf DX F&B DX DemandCaster Hotel California Weekly/Bi-Weekly Email sends by industry On-going Nurture Drip Content Syndication SEO/SEM/YouTube Re-targeting Sales Intro Kits Social Outbound Calling by BDRs based on Engagement Score 3rd Party Advertising in Industry Pubs Content Targeting Industry Events
- 20. #B2BMX Plex.com Traffic 2014-2016 • YOY - December web traffic declined 13% due to: – PPC traffic was realigned to drive relevant traffic and declined by 57% – December traffic last year was driven from Centro display network (bad traffic source) • Month over Month traffic increased by 4% 0 20000 40000 60000 80000 100000 120000 140000 160000 JAN FEB MAR APR MAY JUN JUL AUG SPT OCT NOV DEC 2014 2015 2016
- 21. #B2BMX Target Accounts Website Visits Year over Year • December target traffic increased by 22%* Month over Month • Traffic increased 30% • Target breakdown • Pipeline 29% • Prospects -9% • Customers 5% * Feb16 list upload issues 0 1000 2000 3000 4000 5000 6000 7000 8000 15-Jan 16-Jan 15-Feb 16-Feb 15-Mar 16-Mar 15-Apr 16-Apr 15-May 16-May 15-Jun 16-Jun 15-Jul 16-Jul 15-Aug 16-Aug 15-Sep 16-Sep 15-Oct 16-Oct 15-Nov 16-Nov 15-Dec 16-Dec Web Traffic - Target Accounts Customer Target Pipeline Total *
- 22. BOOST AWARENESS AS CLOUD LEADER Target Volume of Coverage Articles/blog posts, research & mentions 30 Articles/Quarter (10 earned/20 placed) Sentiment Top 20 Ind Analyst Rel. & Analyst Content G:>8 + Content KPI; Y: Miss1; R: Miss 2 Web Visits to plex.com All Quarterly Web Visits 15% Increase Y/Y (quarterly numbers) Social Impressions/Content Reach Audience Growth + Engagement G: Meeting 1% & 10% Y: Miss 1; R: Miss 2 ACCELERATE GROWTH ACROSS PIPELINE SEGMENTS Target Demand Creation (New Logo) Quarterly Handraise & Inquiry Targets To Plan Pipeline Contribution (New Logo) Quarterly MQL/SAL Targets To Plan Web Visits from Target Accounts Prospect, Pipeline and Customer Visits 25% Increase Y/Y (Quarterly numbers) Reach- DB Health Contact Coverage on Target Accounts G: <=17% Empty Accounts; Y: 18-22%; R: >=23% Marketing Influence on Wins Won Opportunities w Mktg Touches 100% of New Logo Wins IGNITE & LEVERAGE CUSTOMER LOYALTY Target PLEX Customer Community Engagement Increase Participation G: >7% , Y: 5-7%, R: Less than 5% Reference Customers Increase of Mktg References in DB 8 New Per Quarter + 3 Enterprise Customer Customer Assets New Customer Assets per Qtr 25+ New Per Quarter INFRASTRUCTURE & PROCESS TO SCALE Target People:Programs Ratio People : Programs Ratio 50:50 Budget Mgmt Accuracy Against Final Qtrly Forecast +/- 2% Employee Retention Maintenance of Resource Capacity 100% Cloud City Engagement Employee Participation Engagement Target 154 2016 Marketing Dashboard Q1 Q2 Q3 Q4Achievement 14/30 8.97 -3% 1.04% & 4% 120% 86% 39% 22% 57/43 -0.3% 90% 183 6% 8 & 3 27 95%
- 23. #B2BMX Why Go Account Based? 100% Focused 100% Aligned 100% Accountable
- 24. #B2BMX
Notas del editor
- Volume of Coverage: GREEN: 14/30: In Q4 2016, we secured 14 pieces of earned coverage in a variety of industry and trade publications including Forbes, Plant Engineering, The Fabricator, Assembly Magazine, TechTarget, Robotics and Automation News, and Advanced Manufacturing News. We completed only one press release for the quarter, however, we were able to build on existing relationships with the media to continue to share our customers’ story, as well as our own. We’re going into 2017 with great momentum, with several company announcements to share in January, as well as two already scheduled media interviews with customers. In addition to our earned coverage, we leveraged our owned content channels on CIO.com, Industry Week and the Plex website by placing more than 30 pieces of content in Q4. Sentiment: YELLOW: Average Score of 8.97: The average "Top 20" sentiment score for Q4 is 8.97 (the goal is to maintain a score of 8 or better at all times). The slight decrease from Q3 is attributable to a lull in engagements throughout Q4. Overall, the analyst sentiment is still very positive and we have a plan in place for maintaining a more regular cadence of analyst activity throughout 2017. 5 out of 15 Assets: We define asset as any content that is both A) a direct result of this program’s efforts and B) has the potential to be leveraged in future marketing or sales activity. This quarter, the program generated 5 assets – falling short of our goal of 15, which is attributable to the cancellation of the Analyst Summit: 3 Articles from Vinnie Mirchandani, 1 Guest blog post from Cindy Jutras, 1 Article from Constellation Research mentioning Plex’s panel participation at Connected Enterprise Web Visits to plex.com: RED: -3%: In Q4 web visits decreased YOY by -3% for Q4 15 vs Q4 16. Q4 15 web traffic reached 347,465 visits while Q4 16 web traffic reached 338,195 visits. Most significant decrease was attributed to the Display channel which decreased by -22% from the prior year. An anomaly with Centro where we received highest traffic volume for that quarter. Social Impressions/Content Reach: YELLOW: 1.04% Engagement & 4% Growth. Increased LinkedIn and Twitter audience to 11,453, a 4% increase in audience size. Average engagement rate on Twitter and LinkedIn is 1.04%. While the audience size on Twitter has been fluctuating, the engagement of our followers has increased dramatically with a daily average of 1.2% on Twitter throughout Q4. To increase our audience size, we may need to invest in a paid social campaign. Demand Creation (New Logo): GREEN 120%: Overachieved on Handraises 4986 on a target of 2990 (167%); 3112 Inquires on a target of 2598 (120%). Pipeline Creation (New Logo): YELLOW: 86%: 130 MQL’s on a target of 150 (86%); 129 SAL’s on a target of 147 (87%) Web Visits from Target Accounts: GREEN: 39%: Q3 15 vs Q3 16 target audience web engagement increased by 39%. Q3 15 total targets 12045 vs Q3 16 total targets 16,281.Q3 15 Customers 7365 vs Q3 16 Customers 10,766 which saw a +35% increase. Q3 15 Targets 4438 vs Q3 16 Targets 5055 saw a 14% increase.Q3 15 Pipeline 242 vs Q3 16 Pipeline 460 saw a 90% increase. Reach – DB Health: YELLOW: 22%: Added 1086 process accounts and over 20K contacts in Q4. Marketing Influence on Wins: YELLOW: 95%: Marketing influenced 95% of the closed won new logo deals in Q4. Sourcing of 21 deals: Marketing 14 (67%), Partner 3 (14%), Sales 4 (19%). The one deal we didn’t influence was a partner deal from Mexico that was opened as an opportunity and closed in 16 days. Plex Customer Community Engagement: GREEN: 6%: Increased overall participation in the Plex Community by 6% (3,636 vs. 3,845); decreased the number of unanswered questions by 4% (1,178 questions remain unanswered as of Dec.31). Customers and employees are using the Plex Community as a place for collaboration and sharing best practices. Reference Customers: GREEN: 11 (8 regular/3 enterprise)reference customers: including HK Metalcraft, Shank’s Extracts, MFC Netform, Cadillac Products, ASK Power (DemandCaster), North American Lighting, Trojan Battery, Saunders, G&W, MPI and Accuride for marketing opportunities. While this number meets the quarter’s goal, only six of the customers (MPI, HK Metalcraft, NAL, Shank’s, Trojan and ASK Power) are new to the reference program. In other instances, we expanded relationships with our referenceable customers and leveraged their story in blogs, videos, media interviews and more. Customer Assets: GREEN: 27/quarter: In Q4 2016, we created 27 customer assets including blogs, customer quotes for media opportunities, award submissions. We will continue to increase this volume in 2017 with a strategic approach to PR and customer loyalty. People: Program Ratio: YELLOW: 57/43 4Q was 57% People / 43% Programs (FY 16 is 55% People / 45% Programs), vs 50/50 Target Comment: I am not too concerned with 4Q since the Program Spend is weighted toward the first half of the year. Overall for the year, we are weighted a little heavily toward People, though after normalizing for PowerPlex and BDRs, the ratio for the year is 53/47 Budget Mgmnt: GREEN: -.03%%. 4Q was 0.3% under Budget (within the target of 2%), and for the full-year we are 0.5% under Budget (within the target of 2%) (includes people and program dollars) Employee Retention: YELLOW: 90% Target is 100% Employee Retention and there was 5 terminations in 4Q. Q4 started with 42 employees and ended with 38, all from the BDR Team: 2 were internal promotion / transfers (i.e., career advancement opportunities);2 left Plex to pursue other opportunities;1 was a BDR hired and terminated in 4Q Cloud City Engagement: GREEN: 183 This metric changed from participation to engagement for the 2H. Targeting an index KPI of 154 which is an average provided by Jive. A good increase from Q3 (153) and getting closer to Jive’s Best-in-Class metric of 210. Total Active users (minus EPAM): 1,296: - Oct: 422- Nov: 431- Dec: 438. Total Engagement Activities (anything beyond just logging in and looking at something): 237,227 - Oct: 81,073- Nov: 86,553- Dec: 69,601.