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Scaling Account-Based Marketing in the Digital Age
The document discusses the challenges of achieving meaningful revenue growth for U.S. companies, emphasizing the need for account-based marketing (ABM) and tailored customer experiences. It highlights the importance of integrating data and focusing on strategic relationships to improve marketing performance and customer satisfaction. Additionally, it identifies trends in B2B marketing, such as the rising demand for personalized content and the shift towards data-inspired marketing strategies.
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Scaling Account-Based Marketing in the Digital Age
- 1. Data Makes The HeartGrow Fonder Scaling Account-Based Marketing in the Digital Age Rishi Dave, CMO
- 2.
- 3. 3 In 2014, 79%of U.S. companies did not meaningfully grow revenu - Dun & Bradstreet 79%
- 4. 4 What is thebest way for marketers to contribute to enterprise growth? Essential Question
- 5. 5 The Answer… Find your most essential& strategic relationships Create amazing marketing, content & sales experiences for them
- 6. Generic Relationship Developmentis Sputtering B2B buyers want tailored experiences Customers are inundated with irrelevant & self-serving content Incomplete customer and prospect data severely affecting marketing performance Customer interactions not integrated Data Integrity Fractured Experience Buyer Migration Generic Content
- 7. Time to Refocus ofcommerce professionals say B2B customer expectations have been raised - Oracle of marketers see opportunities to improve the ROI of marketing automation - David Raab 77% 70%
- 8. Emotional Brand Tiesare Rare in B2B B2B ? Consumer
- 9. What Creates EmotionalTies? StatusAuthenticity ServiceCore Values
- 10.
- 11. A Trend TowardPersonalized Experiences 52% of marketers support two to four roles and buyer personas with dedicated content. LinkedIn Marketing Community 60%of B2B companies plan to invest in Account Based Marketing Tech 52%of marketers focus on specific buyer personas 2015 State of Account-Based Marketing (ABM) Study. Sirrius Decisions 64%of people value experience over price. 64% of people say the customer experience is more important than price in their choice of a brand Gartner, 2014
- 12.
- 13. 13 Focus. What relationships represent the most opportunity? How doyou best serve their needs?
- 14. Use the Tools& Use the Data
- 15. ENGAGETARGETSEGMENT Get Data Inspired ENABLERS Technology/AutomationContentData/Analytics/Surveys
- 16. 16 Grow Optimize Target Prioritize Segment Integrate Firmographic & foundational (essential, not sufficient) Strategic (progressingtoward goal state) Advanced (precise, timely, prescriptive) Creating single, comprehensive view Organizing by firmographic profile Estimating and ranking by risk and opportunity Predicting and anticipating future behavior Closed loop program management Going Beyond Historical Analysis
- 17. 17 Predictive Targeting An end-to-end globalview of potential customers Propensity & Attrition Models Material Change Demand Estimation Sales Segmentatio n Service Analytics Sales/Marketi ng Prioritization Key Segmentation
- 18. Content Engagement: Focus OnRelevancy, Behavior & Permission Awareness General Education Consideration Preference Purchas e Post- Purchase LeadQuality&Richness Content Sophistication and Deal Intensity Thought Leadership Competitive Analysis Integration Guides Customer Workshops Customer Events Community & Forums Research Best Practices Webinars Workshop
- 19. The Content SupplyChain KEYACCOUNTS
- 20. Dun & BradstreetContent Philosophy Outside-In POV- Driven Action- Oriented Data- Inspired
- 21. Data: The Key Advantagein 1:1 Marketing Digital Marketing Top Priority for Cable Providers Digital Marketing Strategies Nurture Series Data: Key to 1:1 Marketing Nurture Series Digital Marketing Top Priority for Cable Providers Nurture Series Personalization Proof of Concept (POC) The Age of Personalization for Telecom DIGITAL MARKETING STRATEGIES WORKSHOP Digital Marketing Strategies Telecom Best Practices in Marketing Automation Nurture Series Digital Optimization Industry Forum Telecom Best Practices in Marketing Automation Web Optimization for Wireless Carriers Telecom Personalization Nurture Series Web Optimization For Wireless Carriers Nurture Series Marketing Automation POC Web Optimization POC Digital Marketing POC How It Works: Digital Optimization & Telecom Example Accelerate & GrowExplore & ExpandLearn & BuildInform & Nurture
- 22. Effectively Measure REVENUE PIPELINESATISFACTION ABM Activities PAST PRESENT FUTURE
- 23. Evolving From Data-Drivento Data-Inspired Data Driven Marketing Data Inspired Marketing Transaction Focused Relationship Focused Prospects Prospects and Customers Analysis of Prospect Behaviors Synthesis of customer Experiences Siloed Data Collection Integrated Data Management Captures data on individuals Captures data on individuals contextually Done for Sales Team Collaborates with Sales Team Measures Leads & Pipeline Measures lifetime value and pipelineacceleration
- 24. Deliver Significant Impact Manage Campaigns 46%29% 10% More Effectively More Effectively More Revenue Close Deals Generate
- 25. 謝謝 Dankjewel merci ありがとう धन्यवाद Thank You Rishi Dave,Chief Marketing Officer @RishiPDave
Editor's Notes
- #20 Walk through approach Involves all teams Requires close coordination and communication Kapost as the piping of the chain
- #21 Quality is key. @NPR - a goal for storytelling: Inform me but don't talk down, engage me but don't pander, surprise me but don't waste my time. Three forms of data-inspired
- #26 With that I’ll wrap up. Looking to the future, I am excited about developing these programs together, deepening our relationships and growing our businesses together. THANK YOU!