Telling a Compelling Story for and with ABM
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The best multi-channel ABM campaigns require more than just message alignment. They require effective storytelling that resonates with the various personas in an account. Nate Hurst, Manager of Account Based Marketing, shares his tips on how to create campaigns that prospects enjoy consuming. He also covers why and how Domo has shifted their marketing to focus on ABM and the role Terminus plays in their strategy.
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Telling a Compelling Story for and with ABM
- 1. Telling a Compelling Story for and with ABM @n8hurst nate.hurst@domo.com
- 2. CONFIDENTIAL 1 Connect With Your Audience Hi, my name is Nate and I’m still figuring out this whole ABM thing. This too
- 3. CONFIDENTIAL 2 Connect With Your Audience
- 4. Telling a Compelling Story for ABM Chapter 1: Preach Chapter 2: Test Chapter 3: Invest Telling a Compelling Story with ABM Chapter 4: Build Chapter 5: Create
- 5. CONFIDENTIAL 4 Chapter 1: Preach “Unless someone like you cares a whole awful lot, nothing is going to get better. It’s not.” - Dr. Seuss, The Lorax
- 6. CONFIDENTIAL 5 Preaching • ABM? • We need LEADS! • Sell to multiple departments • Sales • Marketing • Customer Success
- 7. CONFIDENTIAL 6 Chapter 2: Test What can you impact? • Land & Expand • Acceleration • Adoption Find the low-hanging fruit and go!
- 8. CONFIDENTIAL 7 Testing 5 Existing Customers • Customer stories already existed • Re-purpose and distribute Targeted LinkedIn ads • Involved Champions Meet and greet Breakfasts
- 9. CONFIDENTIAL 9 Chapter 3: Invest The philosophy of ABM is not new. It’s the technology that has changed. In order to scale, you’ve got to invest.
- 11. CONFIDENTIAL 11 Chapter 4: Build Build Account Lists • 3 Tiered Approach • 50 Accounts • 200 Accounts • 1000 Accounts • Assess Current Content • Repurpose the good content
- 12. CONFIDENTIAL 12 Re-Purpose Good Content
- 13. CONFIDENTIAL 13 Chapter 5: Create ABM is long term • It’s not a singular campaign • Goal is to become top of mind/drive engagement Messaging should be an extension of the Brand • Be interesting/fun • Be Relevant • Make it Visceral (appeal to emotions) • *Connect on a personal level (with cat pictures!)
- 14. CONFIDENTIAL 14 Take cues from the best brands • It’s brown • It contains sugar* • Best when cold • You can clean your toilet with it
- 15. CONFIDENTIAL 15 Take cues from the best brands • The Coke Side of Life • Open Happiness • Taste the Feeling
- 16. CONFIDENTIAL 16 Take cues from the best brands • It’s comfy • It’s stylish • Quality leather • Great stitching • Good Arch Support
- 17. CONFIDENTIAL 17 Take cues from the best brands • Just Do It • “There is no finish line” • Anti-Gravity Machine
- 18. CONFIDENTIAL 18 Consumer v B2B • Are they that different? • It’s just people • TV, Magazine Ads v. Digital and Direct Mail • Goals are the same: Connect, Relate, Engage, Motivate
- 19. CONFIDENTIAL 19 Chapter 5: Create Listen to your customers! • What are they doing • What are they saying Create campaigns and use all vehicles to support the story.
- 20. CONFIDENTIAL 20 Let customers tell your story… Customers were saying things like: “Domo is the first thing I do in the morning…” ”It’s like my morning coffee...” “A perfect way to start the day…”
- 21. CONFIDENTIAL 21 Wake Up With Domo
- 22. CONFIDENTIAL 22 Expand Reach • Surround entire department • Be multi-threaded ADDRESS POSTAGE
- 23. CONFIDENTIAL 23 Digital Ads – Live
- 25. CONFIDENTIAL 25 Follow Ups Leverage Sales Teams • AEs and Account Development • Voicemail Scripts • Email Templates Coffee Breaks • Meet up • Deliver coffee
- 27. CONFIDENTIAL 29
- 28. CONFIDENTIAL 30
- 29. CONFIDENTIAL 31
- 30. CONFIDENTIAL 32
Notas del editor
- I’m not here to give a bunch of technical strategy or speak to Lead to Account matching or any other tech strategy. What i hope you get out of this are some ideas and/or inspiration about how to create compelling campaigns utilizing the technologies – like terminus – that are availlable to us. We are in a great spot. At The forefront of B2B and tech marketing. We can pinpoint not just the accounts we want to hit, but in a lot of cases the very people we know are decision makers. With that responsibility our messaging and stories better be on point.
- In order to connect wih you all, I have a confession to make.
- Before you can start a full fledge ABM program you’ve got to sell it internally to the right people. That’s getting easier now, but even as recent as 12 - 16 months ago, people hadn’t heard of ABM. You can’t do ABM by yourself. You need internal advocates on your side.
- ABM? Most people had never heard of it. We were calling it Named Strategic Account Marketing. Research upon research I’m not going to talk about the technology… We were a leads machine. Every dollar spent had to tie back to a lead. ABM and lead gen can and should co-exist Sell it to other marketing folks Sell it to Sales Leadership – AE and Account Development
- What can you most easlly impact? Find the low-hanging fruit! It doesn’t have to be perfect. Find whatever is not currently being done and start there.
- We started by taking 5 existing customers Most already had customer stories The goal: expansion How? We didn’t own any ABM specific technologies Created 1:1 linkedin Ads Learnings: Gotta have multiple people groups involved in the effort AE, Account Dev, CSM, Champion Not everyone will immediately buy in That’s okay Took 1 account from 200 users to 800+ users in just a couple of months
- Find your audience. Build content and messaging that resonates with them. Marketing 101.
- I was able to get Terminus and DiscoverOrg done on my own.
- We’ve ended up taking a 3 tiered approach. Leveraged Rep/Sales knowledge of accounts, combined with Everstring analytics. Gold gets 1:1 Silver gets industry/persona type campaigns Grand gets programmatic, mostly digital efforts
- For me, this is the fun part. I’m not a technical guy. So getting the integrations and technical things set up is not my favorite part of the gig. Creating a message that resonates. That’s the fun part. Not beholdin to same contstraints and goals of demand gen. Your targets might not be ready right now. When they are though…
- They don’t sell features.
- Last three taglines. Don’t really mean much out of context. Over time – we now get it! Now when we are thirsty/need a a soda what do we reach/ask for? Coke Marketing is also famous for saying, ”not everyone is thirsty all of the time. But when they are we want Coke to be within arms reach” or in other words, Top of mind. And that’s what ABM is about. Your key accounts and key people won’t immediatley be ready for you. But when they are, you NEED them to think of you first.
- They don’t sell features.
- Just do it. Iconic. Are they better? Do they make you fly? In reality, Adidas is currently making a better shoe. Newer, better technology. Nike still owns close to 98% market share in basketball shoes. Your key accounts and key people won’t immediatley be ready for you. But when they are, you NEED them to think of you first.
- Different? I would argue that the approach should be more similar than different. Especially with the advent of new technologies like Terminus. We can now literally speak 1:1 and focus on what actually motivates an individual.
- How do I create a compelling message? Nike and Cokie have mulit million dollar ad budgets and the best agencies around. Your customers know your product better than you. How do they use it. What are they saying about it? Use all vehicles to support your message/story. All components need to be focused and mean something…including swag.
- We decided to focus on marketing departments. It’s an easy use case for us. Marketers always need their data. And they’ll appreciate something creative.
- Needed to reach more people It’s expensive to send the whole kit. Can we version it? Coffee and tumbler for VPs. But we wanted to hit Directors and practitioners as well. Postcard? Boring. Doesn’t tie into theme. Coasters!