#FlipMyFunnel Austin - Julia Stead - Invocas ABM Journey

Invoca’s ABM JourneyJulia Stead, Director of Demand Gen

@juliastead

Spring 2015 – Big Marketing Challenges to Overcome

• Quickly grow our pipeline without substantially increasing budget

• Get better engagement and results from current campaigns

• Close more opportunities

@juliastead

With any given

marketing campaign

(trade show, CPL

programs, inbound leads),

only a small % were

actually potential

buyers of Invoca.

@juliastead

= low program engagement

= low lead to opportunity conversion rates

= no clear way to scale pipeline growth without

major increase in marketing budget

@juliastead

The Solution: ABM

= low program engagement

= low lead to opportunity conversion rates

= no clear way to scale pipeline growth without

major increase in marketing budget

@juliastead

July 2015• Developed initial framework

• Shared strategy & got buy-in from sales

• Began account selection process

Our ABM Timeline

May 2015 • Learned about ABM at SiriusDecisions

Summit

• Spoke with peers, industry Analysts, and

key tech providers

@juliastead

August 2015• Launched test ABM campaigns with

email, direct mail, SDR outreach

• Revised attribution and reporting

modelOctober 2015

• Expanded account selection and

management process

• Rolled-out omnichannel campaigns on

larger scale, including display

Flipping The Funnel: ABM Model

@juliastead

Master list of desirable

accounts

Refined account list by territory

(25/75)

Supplement lists with specific

technology use cases

Identify Accounts 1

@juliastead

Built out relevant and accurate

contact lists for each ABM account:

• Leveraging 3rd party tools + with manual prospecting research by SDR team

• Initial goal of 3 contacts per account (more for large enterprises, fewer for SMB)

Expand: Find the right people2

@juliastead

Invested in LeanData platform to get holistic view

of accounts:

• Matching leads to known accounts

• Automatically matching leads & converting contacts to target accounts

We rolled out ‘omnichannel nurturing’, so contacts get a consistent set of

messages across all channels, that progress them through their path to

purchase.

Engage: Leverage all channels

Direct Mail Email Display SDR outbound

3

@juliastead

Measuring Results and Advocacy

• Total amount of influenced pipeline ($)

• Pipe to spend ratio across all ABM programs (goal: 10x)

• Overall conversion rate (%) and win rate (%)

• Compare conversion and engagement rates for ABM campaigns vs

previous

Main KPIs stayed the same

4

@juliastead


• Isolating specific channels to measure uplift impact (display, SDR

efforts)

• Benchmark data and results against: number of engaged ABM

accounts (%), portion of engaged contacts within ABM accounts (%),

ABM campaign response rate

Secondary KPIs and leading indicators

4

@juliastead


Switched to multi-touch attribution model, to measure impact of all

ABM campaigns

4

@juliastead

Every Quarter: Rinse & Repeat!

@juliastead

• Increase in total pipeline after beta ABM programs launched:

1.8X more pipeline than last 2Q

Early Results

@juliastead



• Pipeline to spend ratio for beta ABM programs: 26X

@juliastead

Early Results



• Pipeline to spend ratio for beta ABM programs: 26X

• Lift in opportunity creation rates when ABM display campaigns

were added: 50-200%

@juliastead

Early Results

6 months later:

Enterprise Success!

@juliastead

17% increase in opportunity creation rate

for ABM accounts

Extra Tips…

• Evaluate whether ABM is the right fit for your business goals and

strategy. For Invoca, it isn’t an effective use of resources for SMB.

• Establish a clear account selection and maintenance process

with sales – it’s not set and forget.

• Ensure you have the right framework and reports to measure

success.

@juliastead

Questions?