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Proven ABM Campaigns To Engage And Convert Your Target Audience

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This session by Andre Yee explains how ABM is changing the landscape of demand generation by focusing on engaging and converting the right accounts.

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Proven ABM Campaigns To Engage And Convert Your Target Audience

  1. 1. #Bii17 Proven ABM Campaigns To Engage and Convert Your Target Audience SPONSORED BY:
  2. 2. #Bii17 Follow This Webinar on LinkedIn & Twitter #Bii17 Demand Gen Report: @DG_Report Brian Anderson: @G3Brian Triblio: @Triblio Andre Yee: @andreyee
  3. 3. #Bii17 Register & Attend To Win A Ticket To B2BMX • Earn 1 automatic entry when you register. • And a second entry when you attend live. • Register & tune-in to all #Bii17 live sessions for the best chance to win. • Winners announced each day of the series. Register For & Attend #Bii17 Webinars For More Chances To Win Free Entry to #B2BMX
  4. 4. #Bii17 • Tracking strategies & solutions in lead generation & marketing tech since 2007 • Daily news and analysis, special reports, original research and live events • Newsletter reaches 45,000 readers • Additional resources at: @DG_Report About Demand Gen Report
  5. 5. #Bii17 Questions, Tweets, & Resources Submit your questions here Download today’s resources Join the conversation #Bii17
  6. 6. #Bii17 How Are We Doing?
  7. 7. #Bii17 Panelists MODERATOR: Brian Anderson News Editor Demand Gen Report Andre Yee CEO Triblio @andreyee
  8. 8. About Me
  9. 9. 9 Defining The Need More Quality Leads Better Measurability Impact Revenue What we hear “No One Wakes Up With an ABM Problem”
  10. 10. The Current Solution…
  11. 11. 11 B2B Marketing Automation “42% of B2B companies use marketing automation” ~ Ascend2 Research “77% CMOs indicate growing revenue is most compelling reason for marketing automation” ~ Aberdeen Research
  12. 12. 12 Inquiries MQLs SALs SQLs Opps Closed/Won B2B Funnel Sales deliverable - MQL Lead qualification methodology Basic measurability
  13. 13. 13 Inquiries MQLs SALs SQLs Opps Closed/Won B2B Funnel The Reality: More Inquiries ≠ More Revenue
  14. 14. 14 64% MQLs Don’t Convert to SAL Inaccurate data Wrong accounts Not enough stakeholders
  15. 15. 15 Declining Engagement with Email 78% of emails are never opened 25% of your data will expire over the next year 97% of email recipients do not click on links 28% more email sent in 2016
  16. 16. 16 Buyers are Delaying the Hand Raise Final Point of Purchase Initial Point of Interest ? 60%-80% of buyer journey is hidden during the “pre-funnel” stage before form fill Initial Contact Registration Half of Prospects Engage 90 Days Prior To Form Registrations*
  17. 17. 17 Where does this leave you? Under constant scrutiny to prove value Sales says, “These leads suck” Pressure to deliver more with same or fewer resources
  18. 18. What If…
  19. 19. Best Practice 1: Focus on the accounts sales wants
  20. 20. Best Practice 2: Reach the whole buying group
  21. 21. Best Practice 3: Activate sales at point of interest
  22. 22. Unifying inbound and outbound marketing with sales plays to grow revenue with “in-target” accounts Account-Based Marketing
  23. 23. 23 Client Examples Getting Leads in Target Account Segments FiscalNote - Government Relations Software Client The challenge for Fiscal Note is to engage and convert more leads in target accounts based on six industry vertical - government, healthcare, high tech, education… Value proposition is very different by industry. Challenge Triblio delivers account-based CTAs to target accounts that touch the website, showing upsell opportunities to existing clients and verticalized top-of-funnel content to new accounts in the earliest stages of buying research. Approach
  24. 24. 24 The Campaign Baseline: 1% Conversion Rate Tech Prospect: Engagement: +220% Conversion Rate Federal Prospect: Engagement: +570% Conversion Rate
  25. 25. 25 Client Examples Aligning with Sales for Pipeline Conversion Clarabridge - Customer Experience Management Software Client In their Enterprise list Clarabridge was generating plenty of MQLs, but a lack of alignment with the sales organization resulted in poor conversion rates to Opportunity and Closed-Won. Challenge Marketing selected three industries - healthcare, retail, banking - that they knew sales would be most interested in working, and ahead of 2017 sales kickoff they partnered with Triblio to build highly focused top-of-funnel plays for these industries. The website homepage and resource areas were finely tailored to match industry-specific needs, and handoff plays were built for ADMs and sales reps to follow after the accounts expressed interest. Approach
  26. 26. 26 The Campaign ABM programs have influenced $24M in revenue in their first 3 months, showing a 3x lift in Inquiry to Customer conversion in the targeted industries Results Default Retail Healthcare
  27. 27. 27 Client Examples Engaging Target Accounts Earlier Plex - software company disrupting manufacturing industry with new technology Client Plex provides highly-specialized ERP software for manufacturing companies. As these solutions are large and hard to displace, vendors can’t afford to miss out on the infrequent buying cycles when ERP replacement is actually on the table. Plex turned to Triblio to ensure that early-stage research was met with highly relevant content and turned into actionable intent signals for the sales team—even if the account doesn’t make an inquiry. Challenge Plex’s digital marketing team partnered with Triblio to develop a highly personalized advertising and web experiences tailored to the various regulatory environments that shape manufacturers’ ERP requirements. Approach
  28. 28. 28 The Campaign Display Ad Targeted to VIPs Target accounts engage more, and SDRs respond earlier 39% growth in web visits from target accounts 2.8x growth in inquiry-to-MQL conversion rate Results
  29. 29. Getting Started
  30. 30. 30 4 Steps On Your ABM Journey What accounts are engaging with you currently? How engaged are they? Benchmark Engagement Segment by value of account, buying experience, message/content Segment Target Accounts Reach buying groups with the messaging and content that drive stage progression Reach and Engage Accounts Coordinate with sales to handoff accounts at the point of interest Activate Sales Benchmark Engagement Define Target Account Lists Reach and Engage Account Visitors Activate Sales 01 02 03 04
  31. 31. #Bii17 How Are We Doing?
  32. 32. #Bii17 Q&A / Panelists MODERATOR: Brian Anderson News Editor Demand Gen Report Andre Yee CEO Triblio @andreyee
  33. 33. #Bii17 Thank You For Attending Register for more sessions now thru July 28th! Please Join Our Next Session Tomorrow at 12PM ET / 9AM PT