ABM Quick Wins: Driving Demand for Target Account Segments © Triblio Inc. All Rights Reserved. Not for Distribution
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ABM Quick Wins: Driving Demand for Target Account Segments !
© Triblio Inc. All Rights Reserved. Not for Distribution!
!Why ABM on Your Website Matters…!
!The B2B Buyer Journey !Involves Your Website!
Supplier website is #1 source of !Information for B2B buying!
Buyersphere Report 2015!
!
Consensus Buying = Multiple Decision Makers!
Mary!Senior Manager!
Joe !IT Guru!
Barbara !Finance Exec!Hidden influencer profiles!
“On average, 5.4 people need to sign off on each purchase” !
!
“Making the Consensus Sale”!Corporate Executive Board!
!
ABM Tactics !That Work!
!
ABM Tactic #1:!Increase Leads for Target
Account Segments!
! Increase Leads for !Target Account Segments!
Client Example: Digium!!• VoIP business phone systems!• Objective: Better quality lead capture
without sacrificing quantity!• Target prospects in 6 account segments
w/ relevant offer!!!
!
Campaign: Target unknown visitors with premium offer CTA personalized by industry !- Targeted accounts get industry-specific offer, others are served generic offer!- Personalized CTA out-perform default CTA by up to 105%!
Non-personalized! Professional Services! Education!!!!!!!!!!
1.24% Conversion Rate!!
1.64% CR!(+ 32%)!
2.55% CR!(+ 105%)!
Overall result: >30% growth for in-target leads
Personalization Campaigns = Results!
!
Out-Target!In-Target!
< 20% of web visitors are in-target prospects!
All Web Visitors!
Key Takeaway: !Focus on Target Account Segments!
!What account(s) visiting your website?!Are you targeting the 20% that matters?!
!
ABM Tactic #2: !Drive Qualified Sales
Conversations !
!
Drive Qualified Sales Conversations!
Client Example:!!• ~ $700 PR Software Vendor !• Objective: Drive Sales Demos!• Target middle-funnel leads w sales CTA !
~ 10X lift in sales conversations
!
Typical B2B Website Today…!
“Spray & pray” CTAs!
!
Personalized CTA: Email capture w/ premium !content offer for “anonymous” (ToF) visitors!a) industry!b) company attributes – SMB / Mid / Enterprise!
Personalized CTA: Demo request w/ relevant messaging.!a) “known” visitor profile!b) lead score!b) engaging lower funnel content!
Key Takeaway:!Maximize Sales Conversation by !
Funnel Stage Targeting!
!
ABM Tactic #3: !X-Sell & Renewals!
!
Upsell / X-sell to Existing Customers !
Complementary product offer CTA!
Client Example: WealthEngine!!• Wealth demographic data platform!• 2015 Gartner Cool Vendor for Marketing!• Objective: Increase x-sells to existing
customer base!• Solution: Targeting existing customers
with complementary product offer!!
!Key Takeaway:! Customers Are a Strategic Account Segment !
!“80% of future profits come from 20% of customers”
!~ Gartner Group!
!
① Generate Leads by Focusing on Target Account Segments
② Drive Qualified Sales Conversations by Funnel Stage Targeting
③ Impact Revenue by Targeting Existing Customers as a Strategic Account Segment
!!
ABM on Web is Shortest Path to Value
Summary!
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