ABM & Storytelling How to cut through the noise at scale #TheSecretArmyBook
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ABM & Storytelling
How to cut through the noise at scale
#TheSecretArmyBook
It’s very, very noisy out there
85% of marketers that measure ROI say that ABM initiatives
outperform other marketing investments — and 50% of those say the difference is significant
(ITSMA)
84% of marketers said that ABM had significant benefits to retaining and expanding
existing client relationships
(Alterra Group)
43% of those using ABM for three or more years report that it impacts the entire funnel
(DemandBase for eWeek)
YESTERDAY TODAY TOMORROW TOGETHER
ABM: Back in the day
YESTERDAY TODAY TOMORROW TOGETHER
You’re probably already doing this
Assumptions…
Metrics
ABM: start, test and scale
CTAs
Speaking to humans
Risks…
If we don’t get personal we’ll end up
sounding like everyone else
Sales and marketing alignment
Bring it back to a HUMAN CONNECTION
Nobody likes someone who only ever talks about themselves
How technology works today
It’s all about relevance and timing
Predictive analytics feeds the ABM process using millions of structured and unstructured data points
Delivering better segmentation, targeting and personalisation
Reducing research time by up to 80%
Ultimately a stronger pipeline of opportunities
Artificial intelligence provides marketers with a comprehensive
understanding of what is important to the customer in real-time.
Report on results
Execute campaigns
Pick targeted channels
Build collateral
Find relevant insights
Identify desired results
Choose ABM
targets
A typical ABM process
LinkedIn Retargeting & Carousel Ads
Personalised Emails
LinkedIn InMail
Content
Personalised Landing Pages
Events
Phone Call
Cross Channel ABM
Tech gives us the reasons to engage
YESTERDAY TODAY TOMORROW TOGETHER
33% engagement / response rate
20% conversion rate
19% tech industry average
engagement / response rate
2% tech industry average
conversion rate
Time to get real ABM results
Stop missing the point
Accelerate your ABM but not at a cost of relevance
Be timely, and align to their agenda Use social intelligence to understand what matters to
prospects Understand your buyer personas – and then be
PERSONAL
Instil a culture of collaboration within your S&M team
1 – Trial before you buy on
small set of accounts
2 – Measure success
accurately and have a clear
process of attribution
3 – Assess its stickiness – i.e.
Will it integrate with other tools
in your marketing stack
4 – A fool with a tool is still a
fool. Invest in personal
development
Bright ideas to try
YESTERDAY TODAY TOMORROW TOGETHER
ABM: Together
Connect with me on LinkedIn bit.ly/Rob-Taylor
(but remember to be personal)
AI powered ABM :: artesian.ai
Time for a selfie!!
No better time to invest in ABM tech
@GBalarin
verballistics.co.uk/
ginabalarin
Introduction (Touch 1) --
Prospects
Event Invitation --
Prospects
Examples of VITO Success
-- bit.ly/Rob-Taylor --
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