How do you get started with account-based marketing, then fully execute ABM at scale? In this webinar, Sangram Vajre from Terminus teamed up with Dialpad, LookBook HQ, and Lattice Engines to discuss the steps for successful ABM campaigns.

1. June 1, 2017
Crawl, Walk, Run with
Account-Based Marketing

2. Presenters
ELLE WOULFE
VP, Marketing
LookBookHQ
@ellehwoulfe
MORGAN NORMAN
CMO
Dialpad
@meetmorg
SANGRAM VAJRE
Co-Founder & CMO
Terminus
@sangramvajre
Tweet to win! Use #ABM for a copy of Account-Based Marketing for Dummies
NIPUL CHOKSHI
VP, Product Marketing
Lattice Engines
@nipulc

3. So why is everyone talking about ABM?
@terminus #ABM #FlipMyFunnel

4. Less than 1% of the leads turn into customers
With any given
marketing campaign
(trade show, CPL
programs, inbound leads),
only a small % were
actually potential buyers
#ABM #FlipMyFunnel

5. Flipped funnel is born
• What if we began with the end first?
• What if we only focused on those
best-­fit accounts?
• What if we focused on creating the
best customer experience?
#ABM #FlipMyFunnel

6. Account-Based Marketing Flips the Funnel
Focused
B2B
“Smarketing”
@sangramvajre #ABM

7. The #FlipMyFunnel model for #ABM
@sangramvajre #ABM
IDENTIFY
Start with the best-fit accounts
EXPAND
Focus on people in same roles
ENGAGE
Right content, right channel
ADVOCATE
Create raving fans
MEASURE
Gauge the results & adjust

8. @terminus
Status quo with
existing tech
=
Reactive
#ABM #FlipMyFunnel@sangramvajre #ABM

9. @terminus
ABM
=
Proactive
#ABM #FlipMyFunnel@sangramvajre #ABM

10. ABM is a mindset
@terminus
Sales Marketing
Ideal Customer
Targeted
Personalized
Right channels
Cohesive message
Inspiring experience
Focused B2B “Smarketing”
#ABM #FlipMyFunnel@sangramvajre #ABM

11. 1:1 ABM ABM Lite
Programmatic
ABM Bolt-on ABM
1-10 accounts 10-100 accounts 100-1000 accounts
ABM
@terminus #ABM #FlipMyFunnel
ABM can be done at scale
@sangramvajre #ABM

12. ABM Across the Buyer and Customer Journey
Net New Interest Dead Opp Renewal & ExpansionOpportunity
@terminus #ABM #FlipMyFunnel@sangramvajre #ABM

13. The first step is knowing
your best-fit targets
@terminus #ABM #FlipMyFunnel@sangramvajre #ABM

14. Typically will be based on:
• Industry = High Tech, Distributors, etc.
• Employees >500
• Revenue > $150M
• Geo = North America, Europe
KEY: WORK CLOSELY WITH SALES
Start with your Target Market Assumptions…
@nipulc #ABM

15. GROWTH
FIRMOGRAPHICS
TECHNOGRAPHICS
BEHAVIOR/INTENT
+
Add external B2B account attributes
@nipulc #ABM

16. Add external B2B account attributes
@nipulc #ABM

17. The closer the match, the
higher the score
AI identifies which prospects look like your customers
@nipulc #ABM

18. AI identifies which attributes make up a good target
@nipulc #ABM

19. Lattice makes the data available in your execution systems
ADS/WEB
MARKETING
AUTOMATION
CRM
@nipulc #ABM

20. You Can Treat Different Tiers of Accounts Differently
Tier 1: Top 50 accounts
(10 per rep)
Tier 2: ~900 accounts
Tier 3: ~3100 accounts
• Marketing supports with tech data, personas, case studies, content
• Field reps responsible for prospecting and development
• Business Consultant helps in crafting custom value props
• Awareness via targeted ads (LinkedIn)
• Engage via direct mail, executive dinners, micro-events, custom nurture pathsA
B
C
• Marketing supports with tech data, personas, case studies, content
• SDRs responsible for prospecting and development
• Awareness via targeted ads (LinkedIn, display)
• Search, web re-targeting
• Engage via webinars, micro-events at tradeshows, segment-based nurture
• Marketing supports with tech data, personas, case studies, content
• Awareness via brand and PR efforts
• Search and web re-targeting, webinars
• Engage via webinars, tradeshows, tech/ persona-based nurture
• SDR SLA for responding to hand-raisers based on relative score
Example: Lattice Engines 4K
@nipulc #ABM

21. Examples of AI-powered ABM Campaigns
COMPETITIVE TAKE-
OUT ENGAGEMENT
CAMPAIGN
COMPLEMENTARY
PLATFORM
ENGAGEMENT
CAMPAIGN
INDUSTRY- OR
SEGMENT-BASED
ENGAGEMENT
CAMPAIGN
UP-SELL CAMPAIGN
TARGET ACCOUNT
RE-TARGETING
MICRO-EVENTS FOR
HIGH-VALUE
TARGETS
INTENT-TRIGGERED
AWARENESS
CAMPAIGNS
ACCOUNT RE-
ENGAGEMENT
CAMPAIGN
DIRECT MAIL FOR
HIGH-VALUE
TARGETS
CROSS-SELL
CAMPAIGN
TARGET ACCOUNT
ADVERTISING
LIST ACQUISITION
CAMPAIGN
CUSTOMER
WINBACKS
ACCOUNT
ENGAGEMENT SALES
TRIGGERS
ROADSHOWS FOR
TARGET ACCOUNTS
@nipulc #ABM

22. AI-Powered #ABM Drives Lift Across the Entire Funnel
NET NEW CUSTOMER
ACQUISTION
Lattice identifies and
adds “net new targets”
and prioritizes incoming
leads based on business
change and growth
signals that create
addressable opportunity
EXISTING CUSTOMER
GROWTH
Lattice identifies
opportunity where a
current customer has a
need – but it is not
addressed in current
relationship with you
PROACTIVE
ATTRITION
REDUCTION
Lattice identifies when
customers are showing
patterns suggesting they
may be moving business
to competitors – and lets
you arrest this early
3x 35% 85% 20%30%
Higher
Pipeline
More Opportunities
Per Rep
Greater
Conversion
Higher Revenue
Per Customer
Lower Customer
Attrition
@nipulc #ABM

23. Crawl, Walk, Run with #ABM
@meetmorg #ABM

24. VOICE | VIDEO | MESSAGING | MEETINGS
THE BUSINESS
COMMUNICATIONS
PLATFORM

25. Marketing Framework
@meetmorg #ABM
PROVE. DO
TELL. SEE.

26. Crawl = Getting Started
@meetmorg #ABM
• 45,000 Customers in 50 Countries
• 60% of the Fortune 500 current
clients
• Freemium to the Enterprise Model
• Six (6) core industries
• Determine the right list

27. • Split the target account list
• Tell Industry/ persona stories
• Decided on what you want the user to
do
• Revised tactics based on power-line
• Managers = product use cases
• Execs = different content
Walk = Expanded Reach
@meetmorg #ABM

28. Run = ABM Engagement
@meetmorg #ABM
• Our Narrative: Universal Truths
• Heavy creative in advertising
• Unique landing pages by program/
industry
• Created different types of content
• Included 3rd party content

29. The Death of the Desk Phone
29

30. 30
ABM provides a new partnership for sales and
marketing to partner
Target Account Views
Common Salesforce Views
Common Language
Sales Activation
Sales Kits
Sales ABM Go-­Dos
Nurture Paths

31. 31
BUYING SIGNAL
Create activities that show a

32. Content focused on buying signals
32
Awareness
Thought Leadership
Brand
Persona
Buying Decision
Sample RFP
Education
Case Studies
Targeted Industries

33. 33
1. It’s hard to pull off Target Account Strategy without Sales & Marketing alignment
2. It’s 10x harder without the Lattice and other ABM tools
3. Weekly Sprints is key on conversion copy, design, landing pages, content, actions, reporting,
sales activities
4. Agree on success metrics and early signals of success and challenges.
5. Beware… ABM from can blow that massive marketing budget you have!
Quick learnings

34. Delivering
Content
in
an
ABM
World:
How
to
Crawl,
Walk
&
Run
Elle
Woulfe,
VP
of
Marketing
June
1,
2017
@ellehwoulfe #ABM

35. I We sell to companies…
But we market to people.
@ellehwoulfe #ABM

36. I Same types of channels. Same types of offers.
@ellehwoulfe #ABM

37. I What we know…
Pieces of content
are consumed per persona before
a purchasing decision is made10 # of people involved in technology
purchase decision:
Enterprise: 17
SMB: 6
@ellehwoulfe #ABM

38. II So why are we making it so hard?
Offer Interest DownloadConversion
click
Done
@ellehwoulfe #ABM

39. I We need to transform how we deliver content.
@ellehwoulfe #ABM

40. II Revenue Forecast
Crawl
Personalize the door.
Personalize the journey.
@ellehwoulfe #ABM

41. I You served a targeted offer…
The Tax Technology Revolution is Here
Read the
article now!
@ellehwoulfe #ABM

42. I Tailor the
content
experience on
the other side
of the door
@ellehwoulfe #ABM

43. II Revenue Forecast
Walk
Nurture known contacts
and anonymous users.
@ellehwoulfe #ABM

44. I You got them to your website…

45. I Deliver relevant content recommendations.

46. I You got them to click on your ad…

47. I Allow them to self nurture.
@ellehwoulfe #ABM

48. II Revenue Forecast
Run Transform the way you
define “sales readiness.”
@ellehwoulfe #ABM

49. I You did all the right things…
@ellehwoulfe #ABM

50. I Know if it actually worked.
@ellehwoulfe #ABM

51. I And understand sales readiness at the account level.
@ellehwoulfe #ABM

52. I
That’s a lot.
Ensure
that your
marketing is
being
consumed
Understand
how your
marketing is
being
consumed
Change the way you deliver content. Change the outcome.
@ellehwoulfe #ABM

53. I
That’s a lot.
[Visitor] Who is engaging?
[Account] Which are ready to buy?
[Content] What content is working for me?
[Channel] What’s moving the needle?
The transformative
dataset for B2B marketing
I The Power of Post-Click Engagement Data
@ellehwoulfe #ABM

54. I
• Contribution to revenue
• Increased efficiency
21%
“Bingeing builds
momentum.
Momentum
builds results.”
3x 6x
increase in
closed won
influenced
opportunity
$
the number
of influenced
opportunities
closed won
influenced
opportunities
Maureen Tusim
Director, Lead Center
Cultivate better educated, more qualified buyers
@ellehwoulfe #ABM

55. Fast track your most engaged buyersI
“LookBookHQ
allows us to move
more prospects
through the funnel
to the opportunity
stage faster.”
Mervyn Alamgir
Sr. Director, Marketing
increase
in SQLs
higher lead to
opportunity
conversion
rate
92% 74%
• Higher conversion rates
• Funnel velocity
• Improved content
engagement
improvement
in lead
velocity
40%
@ellehwoulfe #ABM

56. I
Thank You!
@ellehwoulfe #ABM

57. Learn how you can jumpstart #ABM with AI
@nipulc
bit.ly/ABMAccelerator
#ABM

58. Transition slide
B U Y E R ’ S J O U R N E Y
Demand Gen Pipeline Velocity
Stages
Prospect Opportunity Customer Adoption Upsell/Cross-Sell Land & Expand
“Always On”
Air Cover
Goal Leads to Qualified
Accounts
MQA to Opportunity Opportunity to
Customers
Customers to
Advocates
Winning New
Business
Winning More
Business
Keeping Top of
Mind
Strategies • Events/Webinars
• Campaigns
• Inbound
• Outbound
• MQA to SQA
• SQA to Opportunity
• Lost/Dead to
Opportunity
• New Opportunity to
Evaluation
• Evaluation to
Negotiation/Review
• Negotiation
to Closed-Won
• Workshops &
Training
• Webinars/Events
• Customer Reviews
• New Product
• Features
• Upgrades
• Outbound
• New Departments
• Personalized
Messaging
• Outbound
• Partners
• Analysts
• Influencers
• Investors
Recommended
Content
• Blog Post
• eBook
• Infographic
• Whitepaper
• Video Testimonial
• Case Studies
• Webinar
• Video Testimonial
• Case Study
• “How To” Content
• ROI
• Competitive Analysis
• Implementation
Guide
• Tutorials
• “How To” Resources
• Product Webinar
• Case Study
• ROI
• Case Study
• ROI
• Video Testimonial
• Quarterly
Reports
• Thought
Leadership
• Newsletters
Stakeholders Marketing, CMO,
Demand Generation
Marketing, Sales, Sales
Development
Marketing, Sales, Sales
Development, CMO,
CSO
Marketing, Customer
Success
Marketing, Customer
Success, Sales
Marketing, Customer
Success, Sales
CEO, CMO, CSO
ABM Success
Measure
Increase In:
MQLs
Contact Activities
Audience
↑Executive
Awareness
Number of Appts.
Increase In:
Opportunities
Engagement in
Accounts
Marketing-Sourced
Pipeline
Pipeline Velocity
Increase In:
Closed/Won Deals
↑Engagement in
Opportunities
Sales Velocity
Deal size
New logos
Increase In:
Usage
Retention
Churn
Increase In:
New Business
Deal Size
Revenue per Acct
↑Engagement in
Accounts
Increase In:
New Business
Deal Size
Current Customer
Revenue
Engagement in
Accounts
Increase In:
Awareness
(more
impressions)
Engagement
(traffic to site)
The Account-Based Marketing
F R A M E W O R K
C U S T O M E R ’ S J O U R N E Y
Additional ABM Content

59. Download full Blueprint to ABM ebook
60+
pages of
content, 10
worksheet
s
bit.ly/abm_blueprint

60. Questions? Tweet to us!
ELLE WOULFE
VP, Marketing
LookBookHQ
@ellehwoulfe
MORGAN NORMAN
CMO
Dialpad
@meetmorg
SANGRAM VAJRE
Co-Founder & CMO
Terminus
@sangramvajre
NIPUL CHOKSHI
VP, Product Marketing
Lattice Engines
@nipulc

61. Close slide