#FlipMyFunnel Austin - Eric Walschmidt - Using Personalized Web Experiences to Accelerate ABM Lead Gen Activities

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Using Personalized Web Experiences to Accelerate ABM Lead Gen Activities

Account-based Web campaigns

What Are We Talking About?

B2B Purchase Journey Involves Multiple Stakeholders

Starts with 1:1CSCOCFO IT

Legal

Most Influential Vehicles Across Buying Journey — Forrester

What you’re doing on the Web is REALLY, REALLY important

Source: Forrester’s Tech Marketing Navigator: “Most Influencial Vehicles”: all technologies / all roles

About Savi Technology

Pioneering sensor analytics solutions provider

Started in 1989 – Developed innovative RFID tags for US DoD

High-value asset tracking and supply chain solutionsat epicenter of IoT, Big Data, and Analytics markets

Two core segments with different needs and long sales cycles

ReliabilityCommercialGovernment

Data-driven ROICan I execute my mission with

consistency and precision?Can I execute an adaptable

plan efficiently?

Our Problem

They didn’t

Recent ABM Campaign

Estimated Time of Arrival as a Service (ETAaaS)

aka “When (precisely) will my shipments get there?”

Savi ABM Activities and Environment

Tech stack: Value proposition and positioning

Account selection

Messaging and content

Lead gen and nurturing

Sales support and

feedback

4. 3.

5. 2.

1.

1. ETAaaS Value Prop / Positioning

Customer pain points…

14%increase in freight costs since 2013

Freight costs are rising

22%increase in inventory levelssince 2013

Inventories continue to grow

On-time deliveries have decreased

5%decrease in on time arrivals over past 2 years

Billions in lost sales because product not delivered on time

$238 Bout-of-stocks cost for retailers in 2015

Lack of real-time visibility into shipment location, condition and ETA limits planning and execution

Complex, global,multimodal logistics with

many suppliers and carriers

Disparate tracking systems

1. ETAaaS Positioning / Value Prop

…led to ETAaaS solution

Sends real-time alerts to notify distribution centers, production sites, and customers

Identifies disruptions as they happen

Increases planning effectiveness and productivity

Predicts situations in real-time and enables proactive responses

Tracks real time shipment location and adjusts ETA by considering historical patterns of disruption continually improving ETA accuracy over time

2. Account Selection Method

Pain points create an ideal account profile

Organization

• Multinational• Manufactures raw

materials or 50% of products

Shipment characteristics

Logistics operations

• Time and risk sensitive

• High value shipments

• Multimodal – • land-sea-land• Volume – 750,000+

shipments annually

2. Account Selection: $100K+ deals

P&G, L’Oreal

Ericsson, Ingram Micro

Carlsburg, MolsonCoors

Carrefour, Kroger

GE, Smith & Nephew

Prada, Hermes

BASF, DuPont

Philip Morris, Swedish Match

Account profile generates target accounts

3. Messaging and Content for ETAaaS

Web Sales PresentationsInfographics

eBooksDatasheets, Case Studies

Analyst reports, Whitepapers

ABM Tactic #1:

Dynamically personalize web messaging by firmagraphics for unknown and known visitors

3. Dynamic Web Messaging = 250% Increase in Engagement

General prospect ETAaaS

3. Dynamic Web Messaging = 250% Increase in Engagement

General prospect Government

4. Outbound Lead Campaigns

List CampaignsPipeline Discovery Specialist

and Sales Follow-up

ABM Tactic #2:

Dynamically customize CTA overlay cards and CTAs by firmagraphics for unknown and known visitors

Typical Website CTAs: Spray & Pray

4. Web Lead Campaigns

Dynamic CTAs: 50% more leads, 3x in target

5. Support Sales: Campaign Reports

Filter by rep, prospect, activity

• Opens, clicks on email

• Downloads any content

• Visits buying intent webpage

• Unsubscribes

5. Support Sales: Account Intelligence-Known Contacts

Real-time alerts, daily reports on prospect activity

5. Support Sales: Unknown Contacts

• Total traffic / account• # Unique visitors /

account • Pages visited / visitor• Timing of accounts

page views

5. Account-based Content Hubs

Curated by marketing and customized by sales

• Organize around any dimension

• Visit behavior tracks account interests

Demo DiscoveryExecutive Briefing Follow UpPre-Discovery Work Group Sessions

ETAaaS: Campaign Results

“These results are awesome!”

— Scott Shaul— SVP of sales

ETAaaS Sales meetings generated: 57

Phone outreach with ETAaaS best buyer leads: 302

Engagement: 250% page views increase

ETAaaS opportunities identified: 8

Funnel Flipping Works

Summary- Implement ABM Web Campaigns in Days, No IT

• Personalized messaging and CTAs increase engagement and contacts

• Alert sales to (un)known visitor metrics grouped by account• Content hubs track account interest

Thank you

FMF offer: View web campaigns in your environment

Stop by Triblio [email protected]@savi.com