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#FlipMyFunnel Austin - Jim Walker - A Practitioners Approach to Building An ABM Plan

Feb 07, 2017

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Marketing

EverString

A practitioners approach to building an ABM planJim Walker, VP Marketing :: June 2016

2015 EverString2 WHAT?

2015 EverStringWebsiteMarketing Activities Across LifecycleSearch Engine MarketingBanner Ads & RetargetingNurture EmailsWebsiteEverStringOutboundBroad Scale EventsField MarketingACQUISTIONACQUISTION & AWARENESSEDUCATION & AWARENESSSocialCustomerOPPSQLSALMQLMELOpen

2015 EverString

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WebsiteMarketing Activities Across LifecycleSearch Engine MarketingBanner Ads & RetargetingNurture EmailsWebsiteOutboundBroad Scale EventsEnterprise MarketingACQUISTIONACQUISTION & AWARENESSEDUCATION & AWARENESSSocialCustomerOPPSQLSALMQLMELOpenABMEverString

2015 EverString

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Components of your planYour target account listData preparation and discoveryAccount based personalized messagingDefining your playsEngineering a new account based field orgmeasure your success5

2015 EverStringWebsiteUsing predictive to define an audienceSearch Engine MarketingBanner Ads & RetargetingNurture EmailsWebsiteOutboundBroad Scale EventsEnterprise MarketingACQUISTIONACQUISTION & AWARENESSEDUCATION & AWARENESSSocialCustomerOPPSQLSALMQLMELOpenABM

EverString

2015 EverString

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2015 EverStringABM starts with Audience Selection8

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ABMstarts with

Audience SelectionThe process of using data to identify your target accounts

Model your best customer and derive targets from all accounts in the world

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2015 EverStringSo what is Predictive Marketing? Ultimately, it can be boiled down to a fairly simple concept. Use your historical internal data combined with the universe of external data to predict who your next customer should be.The value of Predictive Marketing starts with Audience Selection, which is the process of not only understanding your model or best fit customer, but ultimately looking at every potential customer in your market to choose your audience. Predictive Marketing enables you to have a point of view one every single potential account in your market, and we then help you prioritize and select your optimal audience.This is a critical concept and is the baseline for Predictive Marketing. At EverString, our entire focus is driven by this single concept. We hire the best data scientists and collect and curate massive amounts of data in order to make sure that your models and ultimately, the accounts and leads we deliver to you are the best in the business. This is our singular focus.8

Enterprise Marketing: Account SpecificWithin Enterprise accounts the normal lifecycle will be augmented /modified within tiers9 Segment 150 Tier one accounts selectively chosenSegment 2Approximately 200 tier 2 accountsSegment 3Those not found in other segmentsDirect Touch 1xDirect Touch 2xEverString Day/EBC ExperiencexCustom Landing/Resource PagexxCustom NewsletterxxxEnterprise Nurture PathxxxEvent Treatmentxxx

SEGMENTS

2015 EverStringUnderstand Your Sphere of Influence

VP MarketingYour buyers boss. In smaller orgs, the buyerInfluence: High

Marketing OpsResponsible for managing marketing automationInfluence: High

Sales OpsResponsible for managing CRM and reportingInfluence: Medium

VP SalesUltimate beneficiary of our valueInfluence: Medium

acquiremanagedemonstrateBuyerDemand GenSales Ops

2015 EverStringHow to: Account Based Marketing11 Account Research & Information

Use a specialized SDR to research &complete the signal list and identify individualsRun a mini- marketing organization around each account to develop account persona and explicit contentMessaging Account Personas

Create a persona for the account to drive messageData Preparation

Map leads to accountsImprove data quality

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How to: Account Based Marketing12 Develop and run explicit playsPhysical Mailer Email Nurturing Invite to Micro Event SDR Call w/ALLTargeted Display Postcard Email Nurturing SDR Call w/ ENGAGED

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Enterprise Marketing: Regional Events

Each enterprise rep will be given a budget (credits) and a menu of items they can plan in regionMarketing will create & support canned eventsReps with close partnership with SDRs will need to support in region, & within account to help drive demand strategy13 EventImpactCostCMO Dinnerhigh4Level 2 Dinnermedium3Sporting Eventlow3Panel/Speaking Eventhigh5Regional Showmedium2

Each region will control its own destiny each quarter for regional events

2015 EverStringHow to: Account Based Marketing14

WhoWhatHowMeasureA sub of your current reporting framework

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THANK YOUKey TakeawaysYour plan doesnt have to boil the ocean use the components of the plan that are right for you nowYou can run traditional and ABM at the same time, perhaps aligned around your GTMABM cuts across the entire funnel and all those that operate within it

Jim Walkerjim@everstring.com

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2015 EverString