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As Easy As ABX for Demand Generation
This document discusses account-based experience (ABX) as a strategic approach for B2B sales and marketing, emphasizing its role in demand generation and effective customer engagement. It outlines the challenges faced by demand marketers and how technology can aid in targeting and prioritizing accounts. Additionally, it offers recommendations for segmentation, account engagement, and utilizing insights to optimize marketing campaigns.
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As Easy As ABX for Demand Generation
- 1. B2B Sales &Marketing: As Easy as ABX for Demand Generation Leanne Chescoe, Snr. Manager EMEA Marketing Webinar Series 15/07/2021 Demandbase Paul Gibson VP EMEA
- 2. © 2021 Demandbase | Today’s Presenters PaulGibson VP EMEA, Demandbase Leanne Chescoe Snr. Manager EMEA Marketing, Demandbase 2
- 3. © 2021 Demandbase | ✓What is ABX? ✓ Why it is important for B2B Sales & Marketing Teams ✓ What is means for Demand Generation ✓ Using Technology to execute an ABX Strategy 3 Agenda
- 4. © 2021 Demandbase | 4 Account-BasedExperience (ABX) is a go-to- market strategy that uses data and insights to orchestrate relevant, trusted Marketing and Sales actions throughout the B2B customer lifecycle
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- 8. © 2021 Demandbase | ABXfor Demand Generation 8 Challenges Where Technology can help Which channels are getting the most traction with accounts on my target account list? Get engagement insights based on information you care about How to prioritise which account to target since my budget is limited? Use a combination of account insights and predictive analytics to prioritise the right accounts Need to get my segmentation strategy right, and focus on my ICP Reduce the guesswork and leverage AI to help identify the right fit accounts How can I act on this insight to ensure I don’t miss opportunities? Orchestrate the right activity, through the right channel, at the right time
- 9. © 2021 Demandbase | 9 Whatprograms are driving engagement?
- 10. © 2021 Demandbase | UseCase: Understanding Content Consumption Trends • Desired Outcome: • Understand channels driving most engagement • Recommendation: • Create a Segment for the activity you’re interested in (i.e. Types of Content: eBooks, Webinars, etc.) • Look at the Engagement dashboard of the account list Use the new Segment field on the Heatmap to get engagement insights based on what you care about • Take It To The Next Level ❏ Apply the same methodology with multiple Segments ❏ To action on this insight, combine the new Segment with account/person filters for further targeting 10 Activity Segment It’s difficult to understand exactly which channels are getting the most traction with accounts on my target account list.
- 11. © 2021 Demandbase | 11 Discoverin-market accounts who are ready to buy
- 12. © 2021 Demandbase | Discoverin-market accounts who are ready to buy 12 Typical Challenges for Demand Marketers: • “I need to get to pipeline faster” • “I want to prioritise accounts most likely to respond” • “I need to identify the right members of the buying committee”
- 13. © 2021 Demandbase | •Desired Outcome: • Identify additional accounts to engage and add to CRM • Recommendation: • Dynamically identify all accounts that are NOT in CRM with: • Recent onsite engagement with at least 5 page visits • Recent Keyword Intent • Take It To The Next Level ❏ Consider adding additional filters using specific keywords, engagement minutes, industry, etc. for more segmented marketing campaigns ❏ Share these net new accounts with Sales for alignment on communication/prioritisation strategy ❏ Add the net new accounts to an Account-Based Advertising Campaign Use Case: Uncover Net-New Accounts 13 Onsite Engagement Keyword Intent Not in my CRM I want to include accounts that are not in our CRM to an awareness campaign. I’m interested in accounts showing intent and least 5 website visits in the last 30 days.
- 14. © 2021 Demandbase | 14 Howwill this help my segmentation strategy?
- 15. © 2021 Demandbase | UseCase: Understand In-Market Intent and Engagement • Desired Outcome: • Group your target account list into actionable segments based on interest and activity • Recommendation: • Leverage your Target Account List • Prioritise your list to isolate accounts with recent intent and marketing engagement activity • Use this list to target the engaged accounts with the relevant messaging • Take It To The Next Level ❏ Consider additional detail: Are you interested in activity on a specific page or keyword? ❏ Would additional segmentation on demographics like industry be useful? ❏ Advertising campaigns to generate traffic to a desired landing page ❏ Awareness campaigns for accounts not showing high intent or onsite engagement ❏ Deliver accounts to Sales for alignment on communication/prioritisation strategy 15 Target Account List Keyword Intent (Customize with relevant criteria) Marketing Engagement Minutes “I have an established target account list, but how can I segment by activity to inform my next targeted campaign?
- 16. © 2021 Demandbase | 16 Howcan I take action on this insight?
- 17. © 2021 Demandbase | UseCase: Orchestrate activity across channels • Desired Outcome: • Ensuring opportunities are not missed • Recommendation: • Identify which channel is most relevant • Take It To The Next Level ❏ Advertising campaign ❏ Personalising website ❏ Marketing Automation nurture streams ❏ Sales enablement cadences ❏ Direct Mail 17
- 18. © 2021 Demandbase | Workingwith Sales 18
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- 20. © 2021 Demandbase | ✓ABX for Marketing Operations - 29th July, 10:30am BST ✓ ABX for Digital Marketing - 5th August, 10:30am BST ✓ ABX for Sales/SDRs - 12th August, 10:30am BST 20 Join the series
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- 22. © 2021 Demandbase | Connectwith us Paul Gibson [email protected] linkedin.com/in/gibsonp/ Leanne Chescoe [email protected] linkedin.com/in/leannechescoe/ 22
- 23. © 2021 Demandbase | ThankYou 23 You’re the best!