Transcript
DEMAND ORCHESTRATION
© 2016 Integrate, Inc. 1
Forget about Bernie and Trump:
Is this years revolution
You Think This is a Revolution?
© 2016 Integrate, Inc. 2
© 2016 Integrate, Inc. 3
© 2016 Integrate, Inc. 4
Customers are dynamic, we have to be too!
Advanced Capabilities Are Emerging
VS
Predictive Outbound & Inbound Marketing
Account-‐Based Marke1ng
Demand Waterfall/Funnel
Today’s Demand Marketing Reality
Demand Marketing Sophistication
Curve
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Demand Orchestration – Next Evolution for B2B Marketers
Automate customer lifecycle data and track sales & marketing activities to turn prospects into customers.
Coordinate demand marketing activities to engage, nurture and qualify prospects.
Centralize management of the sources, data and processes used to discover and identify prospects.
Demand Orchestration Done Right
Orchestration at Work
© 2015 Integrate | www.integrate.com 12
Let’s Look Closer at ABM & Predictive
Why All the Buzz?
© 2016 Integrate, Inc. 14
*Wakefield Research
FOUND A $1.7M NEW OPPORTUNITY, THIRD LARGEST DEAL IN COMPANY HISTORY
3X HIGHER AVERAGE OPPORTUNITY SIZE$11,000 to $26,000
3X HIGHER MQL TO SQL CONV RATE THAN ANY OTHER CAMPAIGN. 73% MQL CONV RATE
$5.1M INCREMENTAL PIPELINE IN ONE MONTH
$5.1M $1.7M
Search B2b Web
MAP CRM
CORP WEB
Connect cross-channel b2b data
Predict Timing & Need
drive sales & marketing
Predicting for buyers needs & timing
How Do You Know If You’re Ready
© 2016 Integrate, Inc. 16
ABM in 3 Steps
Discover Target Accounts
Identify & EngageDecision Makers
Measure &Optimize
Step 1 Identify Target Accounts
• Account-Based Advertising • Predictive Modeling • Website Data • Media Partner Data • Search Data
© 2016 Integrate, Inc. 18
ABM Data
© 2016 Integrate, Inc. 19
Accounts are Critical. Also Remember… ”People” Scope and Sign The Checks
I’ve Identified the Right Accounts Now What?
I can… • Reach out/execute programs to my
existing database of contacts?
• Alert sales to call all their contacts they know within that account?
And….
Step 2 Identify & Engage New Decision Makers
Discover Target Accounts
Identify & EngageDecision Makers
Measure &Optimize
Engage NEW Decision-Makers & Personas At Target Accounts Using Your Content
Ensure Decision-Maker Data Is Accurate & Actionable
Step 3 Measure & Optimize
Discover Target Accounts
Identify & EngageDecision Makers
Measure &Optimize
Measure & Optimize to Ensure Maximal ROI
End Result: Decision-Makers Within Target Accounts
3 Key Takeaways
1. Get the basics right. 2. Build towards Demand Orchestration. 3. ABM is here to stay.
THANK YOU
Jeremy Bloom jbloom@integrate.com
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