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Orchestrating Account-Based Marketing with Advertising, Content & Direct Mail
The document discusses orchestrating account-based marketing (ABM) strategies through various channels including advertising, content, and direct mail. It emphasizes the importance of personal engagement, multi-channel campaigns, and aligning sales and marketing efforts to improve efficiency and results. Key takeaways include the need for a comprehensive tech stack and coordinated messaging to successfully implement ABM at scale.
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Orchestrating Account-Based Marketing with Advertising, Content & Direct Mail
- 1. Orchestrating Account-Based Marketing withAdvertising, Content & Direct Mail Presented as part of BrightTALK’s ABM Summit
- 2. Presenters DANIEL GAUGLER CMO PFL @dgaugler SANGRAM VAJRE Co-Founder& CMO Terminus @sangramvajre Tweet to win! Use #ABM for a copy of Account-Based Marketing for Dummies
- 3. What is Account-BasedMarketing? Focused B2B “Smarketing” @sangramvajre @dgaugler#ABM
- 4. @sangramvajre @dgaugler#ABM The #FlipMyFunnelmodel for #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
- 5. Terminus is forall 4 types of ABM Net New Interest Dead Opp Renewal & ExpansionOpportunityBuying Stage ABM Strategy (1:1, ABM Lite, Programmatic) Lead-Based Strategy (Bolt-On ABM) Demand Gen Sales Pipeline Customer Marketing Pre- targeting Renewal & Upsell Pipeline Acceleration Wake the Dead Account Nurture Lead-to- Account Nurture Land & Expand X @sangramvajre @dgaugler#ABM Stages of Account-Based Marketing
- 6. Demand Generation Sales + Marketing = Smarketing @sangramvajre @dgaugler#ABM
- 7. Why ABM @ PFL Improve Odds Scale Demand Reduce Waste @sangramvajre @dgaugler#ABM
- 8. Hypothesis Combining high impact marketing touches across an account with coordinated sales efforts will improve our sales and marketing efficiency. @sangramvajre @dgaugler#ABM
- 9. So then what are the “high impact” touches from sales & marketing? @sangramvajre @dgaugler#ABM
- 10. @sangramvajre #ABM Engage • Messagingshould be an extension of the brand • Connect on a personal level • On the channels where they’re most active • Make it visceral, appeal to your customers emotions @sangramvajre @dgaugler#ABM
- 11. YOUR IMPACT GRAPH ABMEngagement Low Impact (1X) Should Do High Impact (10X) Must Do Email newsletter Nurture Programs Blog and website updates Analyst recommendations In-person events Industry or persona-based webinar Account-based advertising/messaging or LinkedIn Ads Direct mail @sangramvajre @dgaugler#ABM
- 12. Source: InfoTrends A Multi-ChannelCampaign is the Key @sangramvajre @dgaugler#ABM
- 13. Four Dimensional Campaigns •Display • Email • Tactile Marketing aka Direct Mail • Website Personalization @sangramvajre @dgaugler#ABM
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- 15. Holistic Insights |Efficiency | Better Results
- 16. Getting Started Research Pick targets Startsmall System design @sangramvajre @dgaugler#ABM
- 17. • Group effort •Online research • Not just C level execs • 1 - 4 people per account Define the Audience @sangramvajre @dgaugler#ABM
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- 19. Personalization at scale @sangramvajre@dgaugler#ABM
- 20. PFL’s ABM TechStack Tactile Marketing Automation Marketing Automation and Web Personalization DisplayData @sangramvajre @dgaugler#ABM
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- 23. ABM Orchestration Experience @sangramvajre@dgaugler#ABM
- 24. Results Conversion to opportunity30% 203% liftover digital only Drastically improved sales and marketing efficiency
- 25. EXAMPLE The Sales & Marketing Terminus 500 Cadence Pre-cadence: Terminus Ads During cadence: LinkedIn and Facebook retargeting to known contacts After 1st 8 days: Direct mail to unresponsive accounts Day 1: Personalized video email Day 2: Email Day 2: Call, LVM Day 4: LinkedIn (Attempt to connect) Day 6: Inmail Day 7: Video email (Sangram) Day 8: Call, no VM Day 8: Direct mail Day 13: Call, LVM about the package Day 13: Email about the package Day 15: Video Email Day 16: Call, no VM Day 20: Breakup video email MARKETING TOUCH POINTS SALES TOUCH POINTS @sangramvajre @dgaugler#ABM
- 26. Demand Generation Personalized Video Emails Terminus Ads Direct Mail @sangramvajre @dgaugler#ABM
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- 29. B U YE 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 @sangramvajre @dgaugler#ABM
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- 31. Customer Marketing Research shows that 85% of companies believe that ABM provides significant benefits for retaining and expanding current client relationships @sangramvajre @dgaugler#ABM
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- 33. ABM Orchestration Takeaways •Align your marketing + sales teams = “smarketing” • Coordinate messaging and creative across all channels (including sales conversations and emails) • Select the right channels – consider account coverage and depth of engagement • Scale and automate using marketing tech & tools @sangramvajre @dgaugler#ABM
- 34. Terminus Cloud forABM terminus.com/abm-cloud Using the #FlipMyFunnel model for ABM • Build a best-in-class ABM tech stack • Partner program of 40+ B2B marketing & sales software vendors • All integrate w/ Salesforce CRM for a comprehensive strategy • Aligning #MarTech stack allows ABM to be done at scale (1-to-1 or 1-to-many) @sangramvajre @dgaugler#ABM
- 35. Terminus ABM StackGrader terminus.com/abm-stack @sangramvajre @dgaugler#ABM
- 36. Download full Blueprintto ABM ebook 60+ pages of content, 10 worksheets bit.ly/abm_blueprint @sangramvajre @dgaugler#ABM
- 37. Questions? Tweet tous! DANIEL GAUGLER CMO PFL @dgaugler SANGRAM VAJRE Co-Founder & CMO Terminus @sangramvajre #ABM