Scalable ABM for SMB
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Account-Based Marketing (ABM) has been historically used by larger companies to target select strategic accounts. Now, with the advent of new technologies, smaller companies can leverage ABM strategies to go after accounts that REALLY matter – big or small. Learn from a Marketo case study how they use best practices in combination with marketing automation and the new Marketo ABM solution to: - Target key SMB accounts - Engage decision makers with personalized cross-channel campaigns - Focus sales on their best bets to drive higher ASPs, win rates, and ROI
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Scalable ABM for SMB
- 1. Scalable ABM for SMB A Marketo Case Study Anastasia Pavlova Sr. Director of Marketing, Marketo
- 2. #FlipMyFunnel #ABM Agenda @digijinni • Does an ABM Strategy Work for SMBs? • Framework: 5 Steps to ABM • Marketo Case Study: How to Target & Engage SMB Accounts to Drive Higher Revenue & ROI
- 3. #FlipMyFunnel #ABM Does an ABM Strategy Work for SMBs? @digijinni
- 4. #FlipMyFunnel #ABM 60% of SMBs Are Not Using an ABM Strategy @digijinni
- 5. #FlipMyFunnel #ABM Top ABM Challenges for SMBs @digijinni Source: Marketo’s The State of ABM survey, North America, September 2016 1. Understanding the Basics & Benefits of ABM 2. Content Development and Content Strategies 3. Launching Integrated Multi-channel Campaigns
- 6. #FlipMyFunnel #ABM Account-Based Marketing (ABM) @digijinni Marketing efforts focused exclusively on those accounts that matter most.
- 7. #FlipMyFunnel #ABM Key Benefits of ABM: The ROI is Very High @digijinni - Altera Group “ABM had a somewhat higher or much higher ROI” 97% 70% “ABM was one of the most important revenue generating strategies” - Account-Based Marketing Consortium and Demand Metric.
- 9. #FlipMyFunnel #ABM Framework: 5 Steps to Account-Based Marketing @digijinni
- 10. #FlipMyFunnel #ABM 5 Steps to Account-Based Marketing @digijinni
- 11. #FlipMyFunnel #ABM Marketo Case Study: How to Target & Engage SMB Accounts to Drive Higher Revenue & ROI @digijinni
- 12. #FlipMyFunnel #ABM Goals and Strategy @digijinni Goal: • For SMB, drive higher value deals Strategy: • Leverage ABM to market and sell to higher value accounts – use vertical messaging and content
- 13. #FlipMyFunnel #ABM 1. Identify and Profile Accounts @digijinni
- 14. #FlipMyFunnel #ABM Typical Account Identification Considerations @digijinni
- 15. #FlipMyFunnel #ABM Account Profiling And Mapping @digijinni Build a plan to focus on the right part of the organization: Gather research: • Financial health • Business initiatives • Personnel developments • Technologies • Org structure • SWOT analysis • Industry analysis Acme Industries In-depth Company Report August 2015
- 17. #FlipMyFunnel #ABM Use Predictive Account Scoring @digijinni Historical Data - Win rate - Deal Size - Etc. Firmographic Data - Annual Revenue - Employee Size - Etc. 4K+ Signals - Social Media Activity - Funding - Etc.
- 18. #FlipMyFunnel #ABM Account Selection & Enrichment Process @digijinni Top 100 Tier 1 Tier 2 Selection criteria • Strategic accounts selected by Sales • Existing accounts in CRM with Account Score = 100 • “Look alike” accounts with Account Score = 100 that we purchased Enrichment • Convert all leads to contacts • Purchase new names • Opt-in contacts Use predictive account scoring AND rep knowledge to select accounts • Implement tiers • Maintain consistency for at least 6 months!
- 19. #FlipMyFunnel #ABM 2. Create Compelling Content @digijinni
- 20. #FlipMyFunnel #ABM@digijinni Great Content = Relevant Content + Right Time + Personal
- 21. #FlipMyFunnel #ABM It’s Not Just Ebooks @digijinni • Industry reports • Webinars • SlideShare Presentations • Videos • Blog posts • Podcasts • Infographics • Activity Books/Worksheets • Case Studies
- 22. #FlipMyFunnel #ABM Know Your Buyer @digijinni Exec. Sponsor Decision Maker Influencer
- 23. #FlipMyFunnel #ABM Map Content To Buying Stages @digijinni End User
- 24. #FlipMyFunnel #ABM How to Scale With Content: 4Rs @digijinni
- 25. #FlipMyFunnel #ABM 3. Launch Cross-Channel Campaigns @digijinni
- 26. #FlipMyFunnel #ABM Think Multi-Channel @digijinni • Test new channels • Use the channels that work for the objective • Coordinate your message across channels • Leverage Marketing Automation
- 27. #FlipMyFunnel #ABM Take a Tiered Programs Approach @digijinni Top 100 Tier 1 Tier 2
- 28. #FlipMyFunnel #ABM Personalized Campaign Examples @digijinni
- 33. #FlipMyFunnel #ABM Financial Services Webinar Series @digijinni 11 attendees, 3 opps 9 attendees, 3 opps 21 attendees, 2 opps
- 34. #FlipMyFunnel #ABM 4. Align Sales & Marketing @digijinni
- 36. #FlipMyFunnel #ABM • Joint Account Selection & Planning • Transparency & Frequent Communication • Goals & Incentives Alignment • Prioritization & Efficiencies • Sales Enablement and Training • Data Quality Investments @digijinni How
- 37. #FlipMyFunnel #ABM@digijinni Sales Enablement: Create a Playbook • Segmentation by vertical + prioritization • Use predictive scoring • Messaging + proof points for personas • Calling scripts & lists • Sales nurture emails • Special SFDC views
- 38. #FlipMyFunnel #ABM 5. Measure & Analyze @digijinni
- 39. #FlipMyFunnel #ABM Know What to Measure When @digijinni Goal = Create pipeline and revenue within target accounts
- 40. #FlipMyFunnel #ABM@digijinni ABM Dashboards & Reports Provide Visibility
- 43. #FlipMyFunnel #ABM Key Takeaways @digijinni • Determine if ABM works for you • Collaborate tightly with your Sales team • Use rep knowledge & predictive scoring for account selection • Create personalized, targeted messaging and content • Coordinate your multi-channel strategy • Measure and improve @digijinni